Many business owners spend significant money on marketing. But few have a research-based marketing strategy that ensures every one of those dollars is well spent.

The goal of this course is to help entrepreneurs at any stage build a foundational marketing strategy that will inform every marketing tactic they use.

During this course, you will:

• Define the “why” behind why you are in

business

• Map out your customer using a customer

persona

• Develop your unique value proposition (UVP)

• Write and deliver an elevator pitch

• Understand the value and role of digital

marketing in a business strategy

This course is the first module in the NYC Department of Small Business Services’ (SBS) six-module Digital Marketing series. It is followed by the second module, “Creating Content Your Customers Value.”