Business Essentials Training Modules

1. Strategic MARKETING Plan

Plant your flag on a UNIQUE HILL. Become a Prairie Dog

Perform an opportunity analysis to answer the following questions:

What problem are you solving?

  1. How big is the problem/opportunity?
  2. How is my solution unique?

What is the competitive landscape?

  1. Who is offering what you want?
  2. What do they offer it for?
  3. How are you different?

How does what you offer save or make me more money than you charge?

  1. Prairie Dog behavior
  2. Productively paranoid:
    • Continuously assess the competitive landscape and immediately respond to threats.


  1. Nail It Scale It (NISI) Training

2. Sales


Perfect your message

Create your Sales Funnel

  1. From Audience to contribution margin.
  2. Touch points for conversion.

How do we engage in a transaction?

  1. Define my audience
  2. Who has the problem for my solution?
  3. Where do they congregate?
  4. Who do they listen to or are influenced by?
  5. Who isn’t my audience?

How do I reach them?

  1. Coordinated web marketing strategy
  2. Visual voice of the brand
  3. Navigation
  4. Ecommerce
  5. Native search
  6. Relevant content
  7. Relevant links
  8. PPC
  9. Greenroom Social Performance Model
  10. Brick & Mortar
  11. Catalogue
  12. Direct mail
  13. Workshops/Seminars
  14. Roadshows


  1. Recognized as expert
    • Self Promotion
    • Print
    • By Industry
  2. The medium is the message
    • TV
    • Radio
    • Coordinated social media campaign
  3. PR

Try, Buy, Repeat & Refer

  1. The offer or promotion
  2. Pain/price threshold
  3. Offer more to existing clients
  4. Find new clients through
    • New Markets- Domestic & Foreign
    • Exporting
    • Referral

Perfect The Message

  1. Identify the problem
  2. Amplify the problem
  3. Resolve the problem


  1. Differentiate or Die: Jack TroutThe Tipping Point: Malcolm GladwellExport Training: Jim Herrin

    Google Analytics Course

    Digital Minds: WSI (Doug Schust)

    Digital Media Campaign: Host Institutions Marketing Department

    Private Marketing Groups

    4-Disciplines Training

    Covey PM Training

    PM Resources

3. Financial Analysis

Performance Spreadsheet Analysis

Creates financial binoculars

Develop a Pro-Forma Spreadsheet to allow you to stress test your assumptions and to answer the questions

  1. Will this business make money?
  2. Are my financial assumptions realistic and conservative?
  3. What are my capital needs?

Help teach the following:

  1. The difference between positive cash flow and profit


  1. EXCEL Boot Camp
  2. Accounting 101
  3. QuickBooks training
  4. Managerial Accounting

4. Brand Vision

Authentic Product/Service



  1. Purpose
  2. Value
  3. Vision
  4. WIG


  1. Career intentions
  2. Compensation
  3. Benefits

Grow personal capacity through training

  1. Business Essentials
  2. Leadership
  3. Conflict resolution
  4. Life balance


  1. Prescreening tools
  2. Hire Golden
  3. Vital Smarts
  4. Crucial Conversations
  5. Crucial Accountability
  6. Constant recruiting

5. Operations


Reduce COG

Pre-go to market

  1. Test idea
  2. Perfect offering
  3. Streamline production and delivery

Post-go to market

  1. Reduce COG
  2. Negotiated TERMS
  3. Vendor as bank
  4. LEAN/Six Sigma
  5. Re-align product as necessary

IT Infrastructure

  1. Internet
  2. Computing
  3. Telecommunication
  4. MS Office training
  5. Intranet


  1. IT Basics
  2. Internet access
  3. Personal Productivity Tools
    • Computing
    • Intranet
    • Telecommunication
    • MS Office training
    • Product/Service Development Training
  4. NISI Training
    • Software Training
  5. MS Office
  6. PM Software
    • LEAN
  7. Year 3+
    • Six Sigma

6. Funding


Helps Identify the need

Prepare adequately to qualify and secure

  1. Build Pro Forma
  2. Refine financials
  3. Polish Business Plan
  4. Perfect Pitch


  1. Presentation Skills
  2. Communicating the Value Proposition
  3. Financial Projections
  4. Being a constant resource scavenger

7. Legal

Legal Considerations

DEFEND your ground


  1. Registration
  2. IRS
  3. Licenses
  4. Regulatory compliance

Post launch

  1. Audited Financials
  2. Transfer of ownership issues
  3. Buy/Sell agreements
    • Buying/Selling a business
  4. Business valuation
  5. Business brokering
  6. Franchising
    • Expansion
  7. Multiple locations
  8. License
  9. Franchise
    • Exit Strategies
  10. Sell
  11. IPO

Defend Your Ground

  1. Copyright
  2. Trademark
  3. Patent


  1. Business Essentials: Starting a Business module
  2. IP Workshop: Workman, Nydegger SLC

Win Jeanfreau

Executive Director

As Executive Director of iMpact Utah, Winthrop (Win) Jeanfreau helps executives grow and scale their businesses through continuous improvement, revenue growth and effective leadership. A serial entrepreneur, Win built the world’s fastest-growing Shred-It franchise in Portland, Oregon, and founded, grew and sold an e-commerce audio business, among others. Since moving to Utah, Win has focused on growing the state’s economy as the Director of Executive Education at Utah Valley University, as the Director of the Utah Valley Business Resource Center, and now through iMpact Utah. Win holds an MBA from the University of Oregon and a bachelor’s degree in Organizational Communications from the University of Utah. Though his most valuable education has come from building and operating companies in diverse industries.
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