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1 qwertyuiopafdlzxcvbnmqwertyu iopasdfghjklzxcvbnmqwertyuiop asdfghjklzxcvbnmqwertyuiopasd fghjklzxcvbnmqwertyuiopasdfgh ecommerce Master Class jklzxcvbnmqwertyuiopasdfghjkl 12 Week Curriculum Thestartuptakeoff.com zxcvbnmqwertyuiopasdfghjklzxc Presented by Drew & Clay vbnmqwertyuiopasdfghjklzxcvb nmqwertyuiopasdfghjklzxcvbnm qwertyuiopasdfghjklzxcvbnmqw ertyuiopasdfghjklzxcvbnmqwert yuiopasdfghjklzxcvbnmqwertyui opasdfghjklzxcvbnmqwertyuiopa sdfghjklzxcvbnmqwertyuiopasdf ghjklzxcvbnmqwertyuiopasdfghj klzxcvbnmqwertyuiopasdfghjklz

2 Table of Contents Week 1: Picking The Right Niche & Evaluating The Markets... 3 Week 2: Choosing the Right Shopping Cart & Setting up Your First Online Store... 4 Week 3: Finding & Contacting the Right Drop Shippers & Suppliers... 5 Week 4: Organizational Structure & Setting Up Your Business The Right Way... 6 Week 5: Finding The Right Marketing Channels for Your ecommerce Store... 7 Week 6: Our Best (And Secret) PPC Techniques We Used To Grow Our Business... 8 Week 7: Using Facebook, Pinterest & Instagram To Promote Your Store... 9 Week 8: SEO for ecommerce -- Best Practices & Mistakes to Avoid Week 9: Building Your Backend for Repeat Purchases & Loyal Fans Week 10: Conversion Optimization - Introduction & Foundational Strategies Week 11: Turning Your Store into a Conversion Monster Week 12: Hiring Employees, Building Effective Training Funnels, Managing Teams & Planning For Future Growth FAQ s P a g e

3 start and grow a business, wake up and see the world 2 P a g e

4 Week 1: Picking The Right Niche & Evaluating The Markets In Week 1, we'll guide you through a simple and effective process for generating tons of viable niche ideas from a wide range of sources online including Amazon, ebay, Business Auction sites, ecommerce Platforms and more. Once you've gathered a big enough list of potential niches, we'll walk you through a 15 point market evaluation checklist to ensure your potential markets can sustain a thriving ecommerce store for future growth. After we've ran your prospective niches through the 15 point checklist, we'll take a closer look into the industry and identify who your main competition would be, and whether or not we think they can be beaten in a reasonable amount of time. Lastly, we'll give you a 5 dimension market heuristic that will guarantee you pick a market that you can thrive in, based on the industry, competition, and your skill sets and future goals. These techniques and criteria are designed to ensure the market and niches you choose have more potential for faster success. So at the end of the first week, we want you to have 10+ fully vetted niches that you can start attacking one by one until you find the perfect fit. 3 P a g e

5 Week 2: Choosing the Right Shopping Cart & Setting up Your First Online Store In Week 2 we ll evaluate the major shopping carts that you can use for your online store, and tell you why we think ONE of them reigns supreme and will be the perfect fit for your thriving ecommerce business. Once we've got you on the correct platform, we'll show you the themes and apps that you can use in order to get the most out of your store from the get go. Your theme is your brand and it will be vital to nail it right away! You'll be provided step-by-step instructions to properly set up your stores admin; including all the correct settings, shipping, checkout, tracking, and everything else to ensure the smoothest start possible. At the end of week 2 we want you to have your first store set up and shelled completely, with all of the right settings, tracking, etc. in place. This will ensure that when you start contacting suppliers and drop shippers, you have a respectable looking store already in place for week 3. 4 P a g e

6 Week 3: Finding & Contacting the Right Drop Shippers & Suppliers First we'll want to make sure that your website has everything from Week 2 completed, as well as the initial set of products (we'll guide you) on it so the supplier believes that your store is already selling. This makes it a whole lot easier to get them aboard! Next we'll discuss the biggest mistakes people make when first finding and contacting suppliers, and give you our tips to avoid them. We'll also walk you through our winning technique to find the best quality suppliers using a little known search trick in Google. We'll also utilize your competition research from Week 1 to research the best brands and suppliers that your top competitors are selling for. BONUS: We'll show you a LIVE case study of us calling various businesses in different industries to set up a drop shipping relationship. By the end of this week we want you to have a list of suppliers begging you to start selling their products! This will be the culmination of the previous two weeks including the first set of niches you chose to go after and the initial store set up. If you've done everything the right way so far, you should have a list of products you can upload to your store right away and suppliers impressed with your current set up, and you'll be looking quite good heading into Week 4! 5 P a g e

7 Week 4: Organizational Structure & Setting Up Your Business The Right Way We'll show you the exact set up that we've used to build our business and the mistakes we made along the way -- so you don't have to make the same. You'll learn why building systems from the beginning are important to sustain future growth, as well as the best set up to abide by your countries local laws. We'll also tell you why we believe it s more important to JUST GET GOING than to sit there worrying about your LLC set up... At the end of Week 4 we want you to have full confidence in your store set up, from a technical stand point as well as a business stand point. 6 P a g e

8 Month 2: Marketing & Advertising Strategies for Maximum Growth Week 5: Finding The Right Marketing Channels for Your ecommerce Store Different marketing platforms are necessary for different industries in order to reach the right people. It's imperative that you know which platform you'll be able to reach the most amounts of customers with. We'll walk you through the major platforms and discuss exactly what type of industries are best suited for each one, from photo driven platforms like Pinterest and Instagram, to PPC driven platforms like Facebook and Google. We'll also discuss out-of-the-box strategies that include blogging on your ecommerce store and reaching out to influences in your niche for maximum, targeted exposure. At the end of Week 5, we want you to have a good grasp on exactly what type of marketing is required for maximum effect in your industry. As a general guideline, we believe that the more platforms you can utilize the greater chance you have to succeed. You'll also have a list of influencers that you can start contacting in order to get more exposure with highly targeted audiences on Facebook and Youtube. 7 P a g e

9 Week 6: Our Best (And Secret) PPC Techniques We Used To Grow Our Business This is where the fun begins! Week 6 is a brain-hemorrhaging look into the exact methods we used to grow our business almost strictly through PPC advertising. You'll learn exactly how we construct a winning PPC campaigns all the way from competitive insights to keyword research to initial testing and further optimization. We'll show you low-cost strategies to test your keywords in Google and Bing - this work great if your initial advertising budget is lower than normal. We'll breakdown some of the best ads we've run in our account and why they were successful or not. You'll see some of our strategies to generate highly clicked and highly converting ads that you can mold to whichever niche you operate in. Finally, we go in-depth on analytics and why it s absolutely vital to know your KPI's when you re spending money on paid advertising. Just because an ad is clicked a lot DOES NOT MEAN it s a great ad, that ad NEEDS TO CONVERT. We'll show you our personal tips and tricks to get the most out of the information you've got, and save money in the process. At the end of Week 6, we want you to have an active PPC campaign with targeted keywords that are driving clicks AND conversion to your website. This is a data heavy week, but we promise by the end of it that you'll have a whole new appreciation (and skill set) for PPC advertising -- one that you'll be able to use for fast growth in your industry. 8 P a g e

10 Week 7: Using Facebook, Pinterest & Instagram To Promote Your Store We understand that search marketing isn't necessary or even effective in some niches and industries. In Week 7, we'll walk through the major platforms and discuss effective marketing strategies, both paid and unpaid, that will work in 2015 and beyond. We'll also bring in our friend who runs a clothing apparel store with over $1M in yearly revenue, using strictly Facebook, Instagram and other social media as his main advertising agent. If your market hangs out on these platforms, you don t want to miss this! We want you to have a grasp on how your store can utilize these social media ad platforms to properly reach your market and sell your products. By the end of Week 7, you'll know exactly how you can target your customers effectively, and you'll have marketing strategies in place in order to sell them on your brand. 9 P a g e

11 Week 8: SEO for ecommerce -- Best Practices & Mistakes to Avoid First, we want to discuss a few SEO mistakes that you need to avoid at ALL COSTS! We made them, and went from 600+ unique visitors per day to ZERO overnight - which also means we lost a lot of revenue. These mistakes are easily avoidable but require long term thinking and hard work up front, but pay dividends in the end. Next we'll show you exactly how to set up your store, making it optimally search engine friendly -- from on page SEO, to interlinking, to back linking and content creation, we go deep on how you can optimize your website in a way that doesn't hurt your conversions but still impresses the search engines and gets your traffic! We want your website to be getting 500+ organic visitors per day in the lowest amount of time possible. At the end of Week 8, you'll have a general idea on exactly how to set up your pages for SEO, covering all of your bases and mitigating any risks on a penalty (if done correctly). You'll also have a fountain of ideas for content generation and back linking opportunities, including reach out to industry leaders, creating AWESOME content for your store on your product pages and information pages, being highly active in social media, and ensuring your hitting the maximum amount of long tail keywords. These strategies are for 2015 and beyond and well ensure your site is healthy in the eyes of the search engines. 10 P a g e

12 Week 9: Building Your Backend for Repeat Purchases & Loyal Fans First thing we want you to learn in Week 9 is which marketing platform is best for your store, and the three absolutely essential auto responders you NEED to have in place as soon as possible. Next we'll dive in to a more hands-on discussion of marketing, including the tips and strategies we've used to maximize our own list's effectiveness and things we would do differently if we started today. We'll show you some of our favorite and highest opened and converting s to give you an idea of what kind of content and advertising mix work with ecommerce marketing. We want you to have a solid foundation on your backend that is designed to increase your customer life time value and repeat purchases. From our live case study to our own strategies, you will be well prepared to set up your own marketing plan that will not only convert leads into buyers, but retain your current buyers and turn them into loyal, raving fans that keep coming back! 11 P a g e

13 Week 10: Conversion Optimization - Introduction & Foundational Strategies In Week 10 we want to give you the basics of Conversion Rate Optimization, why it s important and whys it s vital you learn how you can improve your own conversion rate. We'll discuss industry standards for conversion rates and simple strategies you can utilize today to make your store start converting better. We'll also discuss the importance of analytics tracking, to properly measure your conversion rates and conducting your experiments in a highly accurate way. You'll discover the Shopify apps and other tools that are essential for improving your conversions and exactly how to use them. After Week 10, you'll understand the science of conversion rate optimization and why it s important for your store to have an ongoing plan in place. We want you to understand the basics of conversion rate optimization before we go DEEP and in depth in Week 11 on exactly how YOU can utilize our strategies, and you'll see exactly how WE used them ourselves. 12 P a g e

14 Week 11: Turning Your Store into a Conversion Monster The first thing we'll show you are three separate ecommerce stores, and we'll breakdown various conversion elements on their website, and whether they can be improved or not and why they are needed. This will give you a great overview of conversion rate optimization in practice. Next we'll go in-depth on conversion strategy, and why and where you should first start optimizing your store for conversions, getting the maximum amount of leverage from the get go. We'll show you our optimization strategy, and why we believe that conversion testing is a never ending process and why it s something you should first learn how to do yourself, before you start hiring experts. You'll get our conversion cheat sheet, which you can start implementing on your store TODAY and see an increase in your conversion rate almost instantly. Finally, we'll go in-depth on our top conversion elements that you need to focus on before anything else, and why this '80/20' mindset increased our stores conversion rate by up to 300% in the span of a few months. At the end of Week 11 we want you to fully understand conversion rate optimization, and have a LONG TERM strategy in place for your store. We don't just want you to take what we say, but we expect you to use your own judgment and develop a plan that fits with your store's theme, brand and niche. If you follow our guidelines, however, you'll see a noticeable improvement in customers shopping longer and buying MORE! 13 P a g e

15 Week 12: Hiring Employees, Building Effective Training Funnels, Managing Teams & Planning For Future Growth The truth is you can only do so much by yourself, in this week we'll share with you everything we've learning in the last 2 years in recruiting, training and managing people to take over jobs for your store that aren't as high leverage as others. These strategies will enable you to focus on the high leverage, revenue generating aspects of your business that generate the growth, while your employees focus on the areas that ensure your business runs smoothly as its grows. You'll get an in-depth guide on how to recruit employees for CHEAP off outsourcing website like odesk (Upwork), building highly effective training funnels to ensure you're bringing on the right talent (we'll go through a live funnel that we've used to build our copy writing team, graphics team and logistics team), and you'll also learn our favorite strategies for managing effective teams. This is the last month of the program -- by this time we expect your store to be pushing respectable revenue from a variety of sources and continuing to grow on a daily basis. After Week 12, we expect you to be building hiring funnels on Upwork, so you can replace yourself in the low-leverage areas of your business, like logistics. Our hiring funnel strategies will ensure you're taking and properly evaluating top talent for your store, while our managing advice will guarantee you're building a team that will be happy to do as required to enable the ongoing growth of your business. 14 P a g e

16 FAQ s How can I register for the course? Easy! You can find the registration buttons on thestartuptakeoff.com website. Visit this link: thestartuptakeoff.com/freedom Where can I get more information on the course? You can clay or drew directly: Do you offer any form of active mentorship or consulting? Yes! We offer an advanced mentorship course where people can follow the 12 weeks but also get exclusive access to a three month long skype mastermind with Drew, Clay & two other students. We also offer weekly webinars on each topic, and then a bonus gift at each month long checkpoint, Month 1: 2v1 Consulting call with Drew & Clay. We help you get on the right path with an in depth strategy discussion all about YOU and YOUR BUSINESS Month 2: Make it this far and we ll either do an Adwords Audit or a website UI audit to help you make your first sales! Month 3: We ll send you a.pdf book of our first 365 days in business, where you ll see directly the challenges we faced growing a million dollar ecommerce brand from scratch (all while living in Asia too!) Hope to see you soon! Drew & Clay thestartuptakeoff.com 15 P a g e

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