CapsuleT Strategic Communications Workbook

Strategic Communications for the Travel & Hospitality Industry

Congratulations!

…on being selected to participate in the Capsule^T accelerator!

I’m thrilled to have the opportunity to work with you in both our workshop and in our one-on-one coaching sessions.

Course Content

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Recommended Preparations

§01 - WELCOME

Welcome to “Strategic Communications”

§02 - LINKS, MEDIA & EXERCISES

Links

Session Materials & Recordings

Exercise Files

YOUR current pitch(es)

§03 - PERFECT PITCH PHILOSOPHY

Overview for “Tune Your Words” 2 Topics

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Ex 00.1: What do you want?

Ex 00.2: Prioritize your ask

Overview for “Know Your Audience” 2 Topics

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Ex 00.3: Prioritize your interaction goals

Ex 00.4: Set the stage to build bridges

Overview for “The 10 Questions” 1 Topic

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Ex 00.5: Are you roadshow ready?

§04 - THE 10 QUESTIONS

Overview for “Build Your Case” (Q01) 5 Topics

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Ex 01.1: Segment your answer to “Who cares?”

Ex 01.2: Do a bottom-up market analysis

Ex 01.3: Customize your F&G table

Ex 01.4: Design a draft slide (or two)

Ex 01.5: Write your pitch about the problem you are solving

Overview for “Show Your Impact” (Q02) 3 Topics

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Ex 02.1: Solve the real problem

Ex 02.2: Design a draft slide (or two)

Ex 02.3: Write your pitch for your solution to the Q01 problem

Overview for “Be the Best” (Q03) 5 Topics

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Ex 03.1: Address your competitive advantage in terms of benefits, not features

Ex 03.2: Identify your spectrum of competitors

Ex 03.3: Do the matrix!

Ex 03.4: Design a draft slide

Ex 03.5: Write your pitch for your competitive advantage

Overview for “Protect Your Advantage” (Q04) 5 Topics

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Ex 04.1: TAG – Capture your assets

Ex 04.2: TRUST – Know who “needs to know”

Ex 04.3: TOGETHER – Indicate which tools you are using to protect your position

Ex 04.4: Design a slide

Ex 04.5: Write your pitch about your barriers to entry

Overview for “Validate Your Claims” (Q05) 4 Topics

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Ex 05.1: Establish dates for each stage

Ex 05.2: Highlight your accomplishments

Ex 05.3: Design a slide

Ex 05.4: Write your pitch validating the practicality of your innovation

Overview for “Acquire Your Customers” (Q06) 6 Topics

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Ex 06.1: Plan expansion into new segments

Ex 06.2: Identify your value chain’s major stakeholders

Ex 06.3: Capture your target customers’ purchasing process

Ex 06.4: Transfer the data from Ex 06.1-06.3 into a flow chart

Ex 06.5: Build your business model slide(s)

Ex 06.6: Write your pitch for your business model

Overview for “Know Your Numbers” (Q07) 6 Topics

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Ex 07.1: Identify sources of recurring revenue

Ex 07.2: Search for hidden costs

Ex 07.3: Extract KPIs from your sales pipeline

Ex 07.4: Develop bottom-up financial projections

Ex 07.5: Build your financial projection slides

Ex 07.6: Write your pitch for your financial projections

Overview for “Grow Your Team” (Q08) 3 Topics

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Ex 08.1: Specify your current team status and needs

Ex 08.2: Build your team slides

Ex 08.3: Write your pitch for your leadership team

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Strategic Communications for the Travel & Hospitality Industry

Congratulations!

Course Content

Course Includes

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15-min Discovery Call

30-min Free Consult