Day 37: Integrity

I have fallen off the bandwagon.

Fuck this shit.

I need to restore Integrity and this is how I will do it.

Clearing Clutter:
I will list down daily 5 clutter/s I clear

(Settle HP Bill, Buy a fucking book stand, get a fucking backpack that works with all my shit, settle chloe, READ smart pricing, talk to massi about pricing game theory, set up consults with all profs once a week next week and twice the week after,

Daily Damnits:
I will sleep at 11pm and wake up at 6am DAILY
I will attend a fitness first class a day
I will study at least 8 hours a day
I will not eat any fried food or processed sugars
I will Check Off one thing on the business plan
I will silence my phone and stick to the fucking game plan
I will not let myself get detracted by interruptions
I will make a log of my time and the things Ive done (on paper)
I will meditate in the morning and evenings daily

Business Plan
**Create CRM and Schedule our instructors ALREADY**
**Start Selling!**
70% quantum on the pre-existing market out there

1. Finish Pitch Deck for Investors
- Section by Section Breakdown
- Finish marketing spiels playbook from examples
- Brand it as super friendly and super community-like
- Revenue / Costings Plan / Projections

2. Set up meetings with one investor a week (Call)
- Jeff Chi
- Eddie Chau
- Kwok Yuen

3. Change website to reflect different audiences
- O Levels / General Learning / Professional Upgrading
- Include ease of use CRM + Payment

4. Operations
- Create an Operations SOP
- Learn from Examples
- Set up Bank Account + Create payment gateways / POS's / Administrative Sets / Data Mining tool

CIOAA / SCS / NTUC / NYC / SINDA / IMDA / PRIVATE SCHOOLS / ACSI / ACJC / ACS (INTL) / ACS(P) / ACS(J) / Digipen / SST / NUS (HIGH) / Schools that DONT offer coding - use a seasoned educator to make inroads / Certification Body? / PRESCHOOL MARKET OMG / Maker Faire Thingy / SUTD /

5. Logo & Brand Image
-Forge Logo
-Rename First Principles?

6. Manpower and Skillsets to Acquire or Build
- Digital Marketing
- Sales (Taylor)
- Teaching/Education
- Coding Tutors (One on One)
- Accounting/Finance
- Art
- Foreign Hires strategies - The People overseas who can speak english and understand technology and can teach in XYZ manner - Banglas, Indons, Malaysians (Our Salary here is much higher)

7. Create content strategies for FP
- Media Strategy
- Book Publishing strategy
- Tech Symposium / White Papers / Commentary on the State of Technology / Work w Big HR guys to determine skills of the future / Evolution of Jobs / Future Ready Economy Symposium
- Tech Appreciation Nights - Speakers talk about technology / serves as previews for our courses
- Where the fak to get volunteers

8. Guerilla Marketing Strategies
1. What's the purpose of my marketing? - What single act do I want the customer to take? (come for a free trial class dumbass)
2. What's the SINGLE best Competitive Advantage? (Personalized one-on-one classes for their child in technology. Technology training ground) - "Tech Mentor"
3. Who's my real target market? (Parents who want to enrich their children with skills of the future)
4. List of Marketing Weapons:
Digital Marketing Calendar, Identity, Stickers, Personal Letters, Maximized WOM referrals, Personalized Emails, Blogs, E-Books, Joint Ventures, MEDIA ATTENTION, Video Testimonials, Published Articles, Textbooks, Employee Attire, Teaching Abilities, Stories, Benefits List, Competitive Advantages, EZ Access to Capital, Lead Buying, Brand Name Awareness, Positioning, Name, Meme, EASE for Customer w/ uncompromising value, quality, service, selection, MOU, MONTESSORI 2.0, attention to detail
5. What do I stand for? - "When people think of my brand what do they think?" - TOP QUALITY (long term, healthy, nurturing, well thought out, best-in-class, credible)
6. What's My Identity? - What do I truly stand for? - Love, Activism, Empowerment, Human Right
7. What's my marketing budget as % of gross revenue?

Positioning: says what my clients want so they bash my door down - their perception.
Who is my target market, what am I really selling? -- Does the position offer a benefit they really want? Is it an honest to goodness benefit? Does it truly separate me from my competitors? Is it unique or difficult to copy?

Need a better name - Page 273
Mantra: "Freedom Through Technology"

What one thing can I say that positions me as the only company in the world that can do it? (Making the Steve Jobs of tomorrow)
Make it Profit Oriented
Aim my strengths directly at weaknesses of the competitors
(Bachelors only, rigourous screening, most no of instructors in SG, industry partnered and verified, customized and individualized for each child, proper early childhood development advice)
Don't Let Price Lead the damn thing
TV Radio etc
MAKE A PARENTS SUPPORT GROUP?
PARENT/CHILD KITS & PRODUCTS / LESSON MODULES (videos) - sell at 75 per pack - get from China

copywriting tips
-benefits list
-Know: customers, current events, prospects, economic trends, competition, our own offerings, equivalent business elsewhere, our community, our own industry, successful advertising,
-think: INDIVIDUAL
-copy must be: readable, strategic, motivating, informative, clear, honest, simple, competitive, specific, believable

Exec Summ
1. Problem - opportunity and pressing problem
2. Solution - what's my answer
3. Business Model - Who are my customers, how will I make money?
4. Underlying Magic - What makes us special?
5. Marketing and Sales Strat - what's the go to market strat?
6. Competition - who are they? what can we do that they cant? what can they do that I cant?
7. Projections
8. Team
9. Status and Timeline

Pitch
"This is what my company does ___" - Get investors thinking about potential of the company, and size of the market

TIPS:
Projections are likely unrealistic
XYZ going to sign us - play the card only after purchase order is signed
If key employees are ready to rock and roll, get them to call up and say this shit. if not, dont just say. provide testimonials
State we have relevant industry experience, are going to do whatever it takes to succeed, surround ourelves with advisors and directors who are proven and will step aside when necessary
Show realistic appreciation for the difficulty of building a big company

Strategy Tips:
compnies need to mnge better the uncertinties tht coloer ech strtegic decision
Companies cant predict the future - exogenous shocks will always subject themselves
Commitments that all successful strategies entail and the uncertainties attendant to those commitments - rest of soln lies in calibrating focus of each level of hierarchy to the uncertainties it faces - more senior, longer time horizons -
Address your firm's risk profile and address it appropriately

Bizplan
focus on exec summ
write for my own purposes
make it solo
pitch then plan
20 pages max
one page projection +key metrics
write deliberate, act emergent

Financial Projections
underpromise overdeliver
forecast from bottom up - revenue wise
dont go beyond 12 - 18 mths
reforecast every 3 mths
Dont let costs run ahead of revenue
collaborate with investors
think in terms of per unit profitability
plan for marketing costs - it's a marketing equation
create a one page report - stick to it
never ever miss a cost projection

EXECUTION
SMART Goals
Take away all foo foo goals
Communicate the goals
Establish single point of responsibility for goals
Follow through on an issue until done or irrelevant
Reward achievers
Establish culture of execution
Listen to the adult supervision

SELL DIRECT TO CUSTOMER

NAME
Letters early in alphabet
Employ verb potential
Sound Different Spell Different
Logic
Avoid Trendy
Avoid Generic

The Art of Branding
Seize Moral High Ground
Create ONE message
Speak in terms my parents will understand
Focus on PR - Evangelism
Frame by being true to yourself, "damning with faint praise, align with core values and draw first blood

_____

Be the Gorilla
Sell, dont enable buying - Seminars, Presentations by Execs and schmoozing
Find key influencers
Give customers less information - let them engage in wishful thinking
Make prospects talk
Disrupt then reframe
Cut the hype
Enable Test Drives
Provide a Safe, Easy first Step

Evangelism
ACSBR PSG
The key to great evangelism is a great product -
Deep - can last long, not a singular function
Intelligent - Intentionally Well Designed
Complete - All aspects, documentation, feedback about progress, teacher's POV, Online Communities, GREAT TOTAL USER EXPERIENCE
Elegant - works the way people expect it to - incorporate ECI model
Emotive - Incites action - Deep, indulgent complete; people bring good news to help others - make beauty - the children are our product

---> Evangelists - a way of life, where they totally love products and sees it as a way to bring the "good news"  - A love of the cause is 2nd most important, 1st is the QUALITY of the cause
Look for agnostics, ignore atheists - people usually get it in first 10 minutes or never get it at all. dont bother changing minds
Localize the pain - people buy aspirins or vitamins to supplement their lives
Learn to give a great demo - excite
Ignore pedigrees
Dont Lie
Give evangelists schwag

_____

PR
Editor chooses, or what reporter WANTS to cover
Know what the reporter is interested in, angle the solution
High-level access and storyline relevant to readers

_____

Snr Eng - 0.3 - 0.7
Midlevel Eng - 0.2 - 0.4
Product Manager - 0.2 - 0.3
Architect - 1.0 - 1.5
VP - 1.5 - 3.0
CEO "adult supervision" - 5 - 10%