Refer to the project brief and the additional resources before you begin this project!
(Go through them at least 3 times or till the time you don’t have a mind map in your brain)

Let’s begin

It's time to kickstart the project by taking a crack at building your Elevator pitch.

(Think of this as an introduction to your product- make it remarkable!)

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Elevator Pitch:

Want to fast-track your career in IoT security? At EXPLIoT Academy, you don’t just learn from experts you learn from the very researchers who have presented their work at top cybersecurity conferences like Black Hat, DEF CON, and Nullcon. In fact, the same course material you’ll study has been featured on these global stages. Our hands-on, real-world training ensures you’re among the top 1% in the field. Forget theoretical learnings and gain practical skills that set you apart. Start now at academy.expliot.io.

(Go and speak to different users of the product and the people in the chain: households buying the product, shopkeepers selling the product, churned users, and users using competitor's products. In the case of B2B products identify the decision makers, the influencer, the blocker, and the end-user)

Understanding your ICP

(There are separate tables for both B2C and B2B products, put down your your ICP’s in a Table Format, use this as a reference.
This table makes it super clear for anyone to understand who your users are and what differentiates them)

B2C Table | EXPLIoT Academy

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We have multiple users of a product and not all of them can be our ICP for whom we make our strategies, we need to prioritise.
(use this ICP prioritization table)

(Before you begin, you need to know what your product is, what are its features, what is the problem being solved by your product?)​

​Understanding Core Value Proposition

(Build your core value proposition by exact what your product does and what problem are you solving)

Core Value Proposition

For cybersecurity professionals who need hands-on IoT security expertise, EXPLIoT Academy is an on-demand training platform that provides structured, expert-led, and practical learning experiences.

(Let's begin by doing a basic competitor analysis)

(Then let's try to understand the market at a macro level and evaluate the trends and tailwinds/headwinds.)

Now it’s time for some math, calculate the size of your market.

TAM = Total no. of potential customers x Average Revenue Per Customer (ARPU)
SAM = TAM x Target Market Segment (percentage of the total market)
SOM = SAM x Market Penetration/Share

The TAM represents the total revenue opportunity available if EXPLIoT Academy were to achieve 100% market share in the IoT security training sector.

Global Cybersecurity Workforce: In 2024, the global cybersecurity workforce is estimated to be approximately 5.46 million professionals.

Average Training Expenditure per Professional: Assuming each cybersecurity professional allocates an average of $1,000 annually for training and professional development.

TAM: $5.46 billion

SAM: $1.092 billion

SOM: $5.46 million

Designing Acquisition Channel

(keep in mind the stage of your company before choosing your channels for acquisition.)

Stage of the company - early scale

4 top channels - for experimentation.

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(Understand, where does organic intent for your product begins?)

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Step 1 → Identify complementary products used by your ICP

In EPXLIoT Academy‘s case ; ICPs spend time in various activities/exploring different tools such as , attending conferences, sending time in communities, using different tools etc.

Step 2 → Use the selection framework

Step 3 → Collaborate with necessary stakeholders
Step 4 → Map the customer journey
Step 3 → Design the wireframe with the new integration
Step 3 → Run pilot tests before launching
Step 3 → Measure post-integration metrics

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(For B2B companies, if referral does not make sense you'll take a crack at a partner program for your product)

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Step 1 → Flesh out the referral/partner program

#1 - Customer Touchpoint

• completing the course
• downloading course completion certificate [ AHA Moment ]
• sharing post about the positive experience of course on social media

#2 - Platform Currency

• Money [ discount ]
• Access [ early access to course launch ]

#3 - Determine who to ask for a referral

• paid customer - who downloaded course completion certificate after completing entire course material

#4 - Referral Partner Discovery

• in app feature [ primary ]
• email communication [secondary ]

#5 - Referral sharing & Communication

• whatsapp, email, social media
• Referral message ? [

#6 - Tracking referral

• In our case - we can use learnworlds, default referral program and use their dashboard to track.

#7 - Design the referral landing page for non-users

• at stage#1 - i think first gong ahed with paid users make more sense that opening it for non users.

#8. Encourage continuous referrals

• tired rewards [ ]

Step 2 → Draw raw frames on a piece of paper to get the gist.​

(Don't spend a lot of time on design. This is for you to communicate how the referral hook will look)​

​we hope this helped you break the cold start problem!

Reminder: This is not the only format to follow, feel free to edit it as you wish!

Content Loop

(Keep it simple and get the basics right)

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Step 1 → Nail down your content creator, content distributor and your channel of distribution
Step 2 → Decide which type of loop you want to build out.
Step 3 → Create a simple flow diagram to represent the content loop.

Content Loop

• Use internal expertise - to conduct recurring high value - webinars
• Once - webinar is done / then - use the recording
• work on the recording of the webinar —> convert it into FREE Course after editing
• publish the course, on website ; in the FREE Course Section
• user will signup FREE Course and experience the product, later - can try paid course.