Course Description

The first step in effective marketing is to be clear about what your market is, and what it is not, and how big it is. This is critical for non profit organisations as much as for profit ones, as it helps to ensure your organisation is not spread too thinly and can maximise its impact on the largest population possible. Before you do any marketing, make sure you have done this.

In this short course, learn how to -

  • easily create a definition of your organisation's market that focuses on a specific group of people and their main needs
  • broaden or narrow your market to achieve enough revenue, but have enough focus to be effective
  • scan your industry and environment for the key dynamics at play - a look at 'who's who in the zoo'
  • get a snapshot of the main elements of your market context
  • follow a step-by-step process to estimate the 'size of the prize' - how big is your potential market, how much of that market can you expect to win, and how much revenue or income can you aim for?
  • interpret the 'shape' of a market - mature markets dominated by a few key players, through to 'long tail' markets with huge numbers of small sellers.

Included resources -

  • 23 minutes of video instruction
  • Checklist to help you work through your project
  • Easy-to-use templates in editable Microsoft Powerpoint so you can follow along and complete your own project


Sample Template Previews


YouLead Founder

Dale Renner

Dale is a strategy and innovation consultant with 17 years Australian and international experience working for leading organisations in a wide range of industries including health, education, energy, wine, financial services, government and the social sector. He advises senior management in social sector and not-for-profit organisations. His passion is to drive more innovation to social problems through empowering social organisations with the latest innovation tools, capabilities and strategies.He is Director of YouLead and Iconic Consulting - with a focus on social sector organisations. Dale is a former Board member of VCOSS and Hagar Australia, and Co-Lead of Unreasonable Lab Australia. He holds degrees in Law and Economics. Contact Instructor: LinkedIn | Email | Twitter | Website

Course curriculum

  • 1

    1. Define your market, the simple way

    • Defining markets - to focus your strategy or find opportunities

    • Market definition course templates
  • 2

    2. Scan the business environment

    • Business Environment Scan
  • 3

    3. Size your market

    • Size your market - 5 step process

    • How to interpret market size and shape - the long tail

    • Defining markets checklist

  • $45.00

    $45.00Full Innovation Program for Non Profits

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