You're a Dubai founder. You're solving a problem. You're building a product that will fulfill a demand you've identified in the market. You might already be messaging - using your founder story to promote your project, but you don't have a marketing strategy based on the foundations of the function. 

You've already made important marketing decisions. Your product roadmap looks the way it does because you have prioritised your customers' requirements and needs.  You've looked at your competition and understood where your unique selling proposition (USP) is and built your product to deliver the most value possible. 

But there are some marketing strategy decisions you may not have made. How are you positioning yourself in the market? Premium? Low-Cost? How are you messaging to stakeholders other than customers? Investors, early hires, media and the industry? 

Do you really understand your market? Who are you really competing against? Don't say you don't have any competitors - you do. Even if it is an incumbent who hasn't changed their offer for 20 years. Who has market power? Suppliers? Customers? Regulators? How do you defend your position?

All of these questions will be answered in a new 1/2 Day training course designed for Dubai founders. You will leave with a defensible Value Proposition and a one-page Marketing Strategy to help you make decisions about product, pricing, channels, promotional messaging and positioning. Where to play. How to win. And more importantly - how to adapt to disruption and uncertainty. 

"Many founders think they know what marketing is, and that they can do it themselves, or the responsibilities can be delegated - Product looks after product, the CFO looks after pricing, the CRO looks after channel decisions and an agency or a freelancer looks after the social media. That doesn't scale."
David Fuller - Fractional CMO & Course Instructor

Marketing Strategy for Fractional Executives

If you are a Fractional CFO, you may remember your finance lectures or microeconomics being taught as part of your qualification. Strip away the influencers and the paid advertising and Marketing is all about micronomic theory - demand, supply, price, switching costs, substitutes,

Why can Apple charge $1000 for a phone with the same functionality as a cheap Chinese handset? It's not just the cost of the materials plus the labour and apportioned fixed costs plus 20%. It's perceived value delivered through a brand. Virtue signaling, tribalism and affinity are the result of a good marketing strategy which allows for better profitability. 

This course gives non-marketing executives an insight into how Marketing Strategy informs decisions about product, pricing, distribution and promotion with a focus on value creation and profitability.