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Startup Leadership Marketing Strategy

Indigo Marketing

Public Relations Press Kit

Contents:

Company backgrounder
Boilerplate
Fact Sheet
Executive Bios
Past Media Coverage

Company Backgrounder:
Mission:
Startup Leadership (SLP) works to provide a highly selective, world-class training program and
lifelong global network for leaders who want to become startup CEOs.
Vision:
Our vision is to help make every student in our program become as successful as they can in their
efforts to create a startup, and ask that the utilize their wealth, knowledge, and/or resources to
better the lives of those less fortunate than them during their lifetime.
Startup Leadership started in Boston, Massachusetts in 2006 by Anupendra Sharma and Puran
Dang. With the help of seven fellows, they created a program that not only acts as an accelerator,
but also as a teacher and mentor through the startup process of a company. The network SLP
provides for its students is a network for life.
Since 2006, SLP fellows have founded more than 1,300 successful startups. To be considered for a
place in SLPs program, one must prove to be an innovator and leader. The program is highly
selective and was put in place to help future CEOs who prove to be determined to create the next
successful startup.
The programs curriculum is spread out over a 12 class course. You can take the !rst class in any of
the 27 cities and take the next in another. SLP is very "exible and diverse where you take your
classes. The classes provide demonstrations and speakers for with the best and most helpful
guidance. SLP is determined to not only to help individuals in the beginning process, but also

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Startup Leadership Marketing Strategy

through everything during and after the program is !nished. SLP stresses the global network an
individual will forever be provided with once joining the program.

Boilerplate:
The Startup Leadership Program (SLP) is a highly selective, global, world-class training program
and lifelong global network for outstanding founders, leaders, and innovators who want to
become startup CEOs. SLP Fellows (participants) have founded more than 1,300 startups, which
have collectively raised more than $500M in funding. Headquartered in Boston, with of!ces in 27
cities in 12 different countries, SLP transforms naturally-born leaders into startup CEOs.

Executive Bios Example:

Anupendra Sharma, Founder
Anupendra Sharma founded Startup Leadership in 2006. He oversees the entire company through
its twelve week program and speaks at different events around the world. He also co-created and
teaches the Healthcare Innovation & Commercialization course for MDs, PhDs and Postdocs at
Harvard Medical School.
Prior to SLP, Sharma sat on the board of directors for Re"ectance Medical Inc., Novira Therapeutics,
and Beijing Chemclin Biotech Co., Ltd. He has also held positions at PwC, J.P. Morgan, Siemens
Corporation, and many other well-respected companies. Applying this extensive background, he
not only has the knowledge, but also experience, to lead SLP in a world class startup training
program.
Sharma received his masters in accounting and !nance at Manchester Business School and his
MBA from Cornell University. He currently sits on the board of directors for Seventh Sense
Biosystems.

Steven Hess, Trustee of Startup Leadership Trust/Co-Founder of Whitecap Principal

Ventures
Steven Hess has been with SLP for !ve years. He is the founding director of SLP in the United
Kingdom. Hess is a mentor and advisor to CEOs and entrepreneurs at the early stage in SLPs
program. He is also the co-founder and CEO of Whitecap Principal Ventures, developing growth
strategies, focused on marketing, leadership, and talent.
Prior to these roles, Hess worked as an advisor for Woodfall Film Productions, FABRIKA WORLD, as
well as chairman and CEO of Weapon7. He has over 20 years of experience proving himself as an
award winning strategist and experienced corporate leader in the global brand and marketing
services industry.
Hess completed Omnicoms three-year senior management program at Harvard Business School
and Babson college. He has been awarded the Account Planning Group strategy award for the
launch of Xbox 360 in which he co-authored. He was also a Face to Watch in Campaign Magazine.

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Executive Bio Template:

Name of Exec, Position they hold in company
First paragraph:
[Name of person] is the [position they hold] at Startup Leadership, a position he/she has held since [year].
He/She oversees [_________] and does/manages [_________]. One more sentence describing how they help
the company.
Second paragraph:
Prior to joining SLP, [last name] worked as [list other high positions at companies they previously worked for],
and served as [more positions if necessary/important]. Applying this experience, he/she brings [qualities
necessary for position in SLP] to his/her position at SLP.
Third paragraph:
[Last name] received his/her bachelor of ________ in [major] from [undergrad university/college] and holds a
masters in ________ from [grad school].
You may also add any awards or boards that the individual sits on in this paragraph
*It is important to note that bios are supposed to be simple and short. You do not need to write down every
job theyve ever held or every award theyve ever received - just the important/impressive ones.

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Fact Sheet:
Overview:
The Startup Leadership Program (SLP) is a highly selective, global, world-class
training program and lifelong global network for outstanding founders, leaders,
and innovators who want to become startup CEOs. SLP Fellows (participants) have
founded more than 1,300 startups, which have collectively raised more than $500M
in funding. Headquartered in Boston with of!ces in 27 cities in 12 different
countries, SLP transforms naturally-born leaders into startup CEOs.
Tagline:

Education Program and Global Network

Services:

12 class startup program; Constant Global network

Leadership:

Founding Partners: Anupendra Sharma and Puran Dang

Headquarters:

Boylston Street, Boston, MA 02163

Other Of!ces:

Chicago, New York, San Diego, San Francisco, Silicon Valley, Washington D.C.,
Lisbon, Paris, Tel Aviv, London, Moscow, Bangalore, Chennai, Hyderabad, Mumbai,
New Delhi, Pune, Melbourne, Sydney, Beijing, Shanghai, Tokyo, Singapore, and
Taipei.

Media Contact:

Insert Name Here

Past Media Coverage

(in a separate !le)

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Public Relations Crisis Management

Crisis: You hear allegations that one of the fellows is caught stealing money from their own
company.
Solution: Immediately speak with the fellow. Do not take any drastic action before hearing
their side of the story !rst, because the allegations could be a false rumor. It is important to
keep a situation as diffused as possible as to not create a crisis out of something that is not
there.
If the allegations are false:
1. Let the fellow know that you acknowledge that the allegations are false.
2. Provide help and support however you can, but remember to keep SLP and your
own dealings your number one priority.
3. Although the allegations are false, if the fellow continues being seen in a negative
light (to the extent it would harm SLP to have them af!liated) consider their status
as a fellow of SLP.
If the allegations are true:
1. Decide if having them as a fellow will harm SLP. What will potential people enrolling
think?
2. Still sit down with them and talk about the allegations. Showing them you care
about and respect their side of the story will be less likely to cause a huge reaction.
3. If you have to remove them as a fellow, explain that you need to do what is best for
your organization. Do not say anything personal or go on about their wrong
actions.

Crisis: Enrollment signi!cantly drops from the year before.

Solution:

1. Have any major internal changes occurred within SLP that could have caused this?
Has the curriculum changed and people are not !nding it as bene!cial?
2. Are enough classes available to !t peoples schedules?
3. Create a poll to send to past students asking what they found helpful or not.
4. Offer past students some sort of reward (monetary, coverage/ feature on the
website or in a newsletter, etc) for recruiting new students to enroll.

Crisis: Funding suffers a major cut.

To prevent:

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1. Offer incentives for fellows who donate.

1. Set different rewards for fellows who donate for x amount of
consecutive years.
2. Create incentive for !rst-time donors
2. Stress the important of funding to current students and show them what that
funding goes to so they will want to donate in the future.
If it occurs:
1. Again, stress the importance of funding to current students, as they will be the next
fellows who are able to donate.
2. Show students what can happen when you dont receive funding.
3. Send fellows / past donors an e-newsletter with a title Because of You or similar to
that showing them what their funding helped SLP do.
1. This way, you are not directly asking for donations but making them
feel like they are personally contributing to someone elses success
and the success of SLP
Basic Guidelines
1. If you react like there is a crisis every time something does not go as planned, one is
inevitable every time.
2. Involve as few people as possible, while making sure all that need to be informed
are informed.
3. If the public or media are going to !nd out, you want them to get their information
from you. Dont let the media inform the public about your business.

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Public Relations Potential Speaking

Opportunities
Overview
Thousands of tech events all over the world
Best Practice: Send representatives to network and represent SLP in a positive light
Speaking opportunities need to be booked far in advance
Speaking Best Practice: Reach out to heads of events to see how you can contribute
Events listed below serve as an example of the variety of relevant events SLP can attend
Startup/Corporate Conferences
These larger conferences would be ideal to attend to help with networking and !nding new highcaliber members that would contribute to the growth and name recognition of SLP.
Corporate Citizenship Summit: September 8, 2016
Location: Boston
Description: Hosted by the Boston Business Journal, this summit honors Massachusetts
most philanthropic companies. General admissions: $200. Corporate Cocktail Table: $1,500
Women in Leadership Career Lab: September 15, 2016
Location: Boston
Description: This women's career lab is designed to prepare senior female business leaders
and female rising stars to transform into strategic leaders and own the value that they bring to
their organizations. Together, with nearly 100 female leaders, you will experience a day of
interactions, modules and coaching exercises to shift the way you understand your value,
translate that value to others and strategically determine how to increase your value. In this
lively session our host Pam Stenson, President of CEC & Chair of the Women in Leadership
community, will be joined by Jodi Detjen, Professor of Management at Suffolk University and
Kelly Watson, Managing Partner, Orange Grove Consulting.
**Great way to network with successful women
GITEX Conference: October 16-20, 2016
Location: Dubai UAE
Description: Bringing the largest global startup movement to Dubai, GITEX Startups
supports grassroots innovation by enabling entrepreneurs from 30+ countries to share
their success, secure funding and !nd the route to market by connecting them with 400+
investors and 20,000 CXOs.
Inbound: November 8-11, 2016
Location: Boston
Description: INBOUND's purpose is to provide the inspiration, education, and connections
you need to transform your business. From November 8-11, 2016 thousands of marketing
and sales professionals from almost every industry under the sun will arrive at the Boston
Convention & Exhibition Center. With 5 inspiring keynotes, 170+ educational breakouts,

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over 10,000 passionate attendees, and daily happy hours, youre in for the networking
experience of a lifetime.
International Startup Festival: 2017 date TBA
Location: Montreal, Canada
Description: Every year, over 2,000 founders, investors, and analysts travel to Montreal
from over a dozen countries. From their Tent Village where you can pitch Grandma your
startup idea or product, to the keynote and how-to stages where you can hear from
amazing speakers and founders whove been in your shoes, this is one of the most
interactive events youll attend as a startup founder.
Speaking Opportunity
Startup Venture Summit: November 21-22
Location: Santa Clara, CA
Speaking Requirement: There is no fee to speak and sponsorship is not required. We
select dynamic, knowledgeable speakers based on expertise, company af!liation, speaking
experience, and their knowledge of proposed topics. We begin to accept speakers two
months before each event until two weeks before until all spots are !lled. There is no hard
deadline but we accept speakers on a rolling basis.

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Public Relations Pitch Templates

(Speaking engagement)
Subj: Anupendra Sharma to speak on Startup Leadership and CEO training
Hi X,
The Startup Leadership Program (SLP) is a world-class training program and lifelong global
network for outstanding founders, leaders, and innovators who want to become startup
CEOs. SLP Fellows (participants) have founded more than 1,300 successful startups, which
have collectively raised more than $500M in funding. On (date) at (location) founder
Anupendra Sharma will be speaking about the highly selective, global program and it
what it means to become a startup CEO and entrepreneur. If youre interested in The
Startup Leadership Program we would love to see you at the event!
Thanks,
XX
XXX-XXX-XXX
On behalf of The Startup Leadership Program
______________________________________________________________________________
(SLP Application Release)
Subj: Startup Leadership Program Applications Release Date
Hi X,
The Startup Leadership Program (SLP) is a world-class training program and lifelong global
network for outstanding founders, leaders, and innovators who want to become the next
successful startup CEO. Training programs run for 12 weeks in over 12 countries with the
best of the best leaders.
Applications for the (date/location) course are now released on our website! We would
love for you, (person/company) to help us publicize this! Below is more details about our
application process. If you are interested in announcing this to your consumers, please let
us know as soon as possible.
Thanks,
XX
XXX-XXX-XXX
On behalf of The Startup Leadership Program

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_____________________________________________________________________________
(New Startup Launch by SLP alumni)
Subj: (Company name) opens with help from the Startup Leadership Program
Hi X,
(New Company name) is excited to announce their grand opening on (Date). (Company
name) plans to (explain company objectives/purpose). (Startup company) was created
with training from the Startup Leadership Program; a world-class training program and
lifelong global network for outstanding founders, leaders, and innovators who want to
become the next startup CEO. We would love to have you join us at the grand opening
event at (where) on (date/time) and would appreciate a (type of post) publicising the start
of (new company name) and the Startup Leadership Program. If you are interested in
learning more and would like to help announce the launch of (startup name), please let us
know!
Thanks,
XX
XXX-XXX-XXX
On behalf of The Startup Leadership Program

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Indigo Marketing

Public Relations Pitching Guidelines

General Pitching Guidelines

1. Make it personal
1. Address the journalist by name
2. Reference other work theyve done
1. One quick sentence
2. I recently read your article in (BLANK) where you discussed
(BLANK) and think you may interested in the Startup
Leadership Program
3. Make connection to your pitch so they know your information
is relevant to their beat
2. Keep it short
Pitches should not exceed 200 words
1. Get to your main point right away
2. Journalists wont read long pitches or pitches with too much
"uff
3. Send to relevant people
4. Ensure youre sending it to people who write about relevant
topics
5. Read their past articles and/or double check the media list to
see what topics they cover

WHEN AND WHO TO PITCH

(Speaking engagement)
Subj: Anupendra Sharma to speak on Startup Leadership and CEO training
Hi X,
The Startup Leadership Program (SLP) is a world-class training program and lifelong global network for
outstanding founders, leaders, and innovators who want to become startup CEOs. SLP Fellows (participants)
have founded more than 1,300 successful startups, which have collectively raised more than $500M in
funding. On (date) at (location) founder Anupendra Sharma will be speaking about the highly selective,
global program and it what it means to become a startup CEO and entrepreneur. If youre interested in The
Startup Leadership Program we would love to see you at the event!
Thanks,
XX
XXX-XXX-XXX
On behalf of The Startup Leadership Program

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Indigo Marketing

When to pitch
When you or another SLP team member is speaking at an event
When you are hosting an event
Who to pitch
Send to people in relevant city
If event is in Boston, send to Boston contacts, etc.
Pitch all business/tech contacts
Anyone who writes feature stories
_____________________________________________________________________________________
(SLP Application Release)
Subj: Startup Leadership Program Applications Release Date
Hi X,
The Startup Leadership Program (SLP) is a world-class training program and lifelong global network for
outstanding founders, leaders, and innovators who want to become the next successful startup CEO.
Training programs run for 12 weeks in over 12 countries with the best of the best leaders.
Applications for the (date/location) course are now released on our website! We would love for you, (person/
company) to help us publicize this! Below are more details about our application process. If you are
interested in announcing this to your consumers, please let us know as soon as possible.
Thanks,
XX
XXX-XXX-XXX
On behalf of The Startup Leadership Program

When to pitch
Start pitching two weeks before applications are released
For major publications:
Check editorial calendars and see when issue closest to application release comes out
Pitch accordingly
Who to pitch
Contacts in all cities
National business publications
Start-up journalists
Business journalists
____________________________________________________________________________

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Indigo Marketing

(New Startup Launch by SLP alumni)

Subj: (Company name) opens with help from the Startup Leadership Program
Hi X,
(New Company name) is excited to announce their grand opening on (Date). (Company name) plans to
(explain company objectives/purpose). (Startup company) was created with training from the Startup
Leadership Program; a world-class training program and lifelong global network for outstanding founders,
leaders, and innovators who want to become the next startup CEO. We would love to have you join us at the
grand opening event at (where) on (date/time) and would appreciate a (type of post) publicising the start of
(new company name) and the Startup Leadership Program. If you are interested in learning more and would
like to help announce the launch of (startup name), please let us know!
Thanks,
XX
XXX-XXX-XXX
On behalf of The Startup Leadership Program

When to pitch
Start pitching when the company has announced/wants to start announcing their opening
Send pitch for a press release/news announcement
Take pictures of grand opening if possible
For major publications:
o Check editorial calendars and see when issue closest to application release comes
out
o Pitch accordingly
Who to pitch
Send to people in relevant city of company
If the start-up is national, send to all contacts
Pitch all business/tech contacts
Anyone who writes feature stories or press releases
Start-up journalists
Business journalists

Note: For all of these three types of pitches, you will also be announcing these events on your
social media

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Indigo Marketing

Press Release Sample

FOR IMMEDIATE RELEASE

Media Contact:
Media contact name
Media contact email

Startup Leadership Founder Anu Sharma Speaks at Women in

Leadership Career Lab
Award-winning startup program CEO talks to women about accelerating
their career goals
BOSTON (September 10, 2016) Startup Leadership (SLP), a highly selective, world-class
training program for outstanding founders, leaders, and innovators who want to become
top startup CEOs, today announced their planned attendance at the Women in Leadership
Career Lab in Boston this upcoming week.
The womens career lab is designed to prepare senior female business leaders and female
rising stars to transform into strategic leaders and own the value that they bring to their
organizations. SLP founder Anupendra Sharma plans to speak at this career lab to inspire
and challenge the females leaders to start their own startups; to become the next CEO of
their own companies.
This speaking opportunity will give me the chance to get SLPs name out there to the
correct audience, Anupendra Sharma said, the Women in Leadership Career Lab is a great
place for women to empower themselves to be all that they can be, and, at SLP, we want to
help them do that.
This is the !rst of many events that Anupendra plans on speaking at this year. SLP holds
great opportunities and the company wants to share that with potential new fellows.

About Startup Leadership Program

The Startup Leadership Program (SLP) is a highly selective, global, world-class training
program and lifelong global network for outstanding founders, leaders, and innovators
who want to become startup CEOs. SLP Fellows (participants) have founded more than
1,300 startups, which have collectively raised more than $500M in funding. Headquartered
in Boston, with of!ces in 27 cities in 12 different countries, SLP transforms naturally-born
leaders into startup CEOs.

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Startup Leadership Marketing Strategy

Press Release Guidelines

FOR IMMEDIATE RELEASE

Media Contact:
Media contact name
Media contact email

Title That Describes What The Topic Of The Press Release Is

Sub-title that gives a little more description of what is talked about
LOCATION (Date) Summary/overview of facts including who, what, where, when as
well as why the press should care enough to write about this. Keep it short and sweet.
Paragraph one, with additional details about the announcement. The most important
information goes in this paragraph.
Paragraph two reveals even more details about the announcement. Also included in this
paragraph is a quote from someone backing up the information, either from SLP or from
the organization partnering with them/event that they are attending.
Paragraph three wraps everything up, shorter and just gives extra information that ties it all
together.

THEN ALWAYS add your boilerplate to the bottom of a press release:

About Startup Leadership Program

The Startup Leadership Program (SLP) is a highly selective, global, world-class training
program and lifelong global network for outstanding founders, leaders, and innovators
who want to become startup CEOs. SLP Fellows (participants) have founded more than
1,300 startups, which have collectively raised more than $500M in funding. Headquartered
in Boston, with of!ces in 27 cities in 12 different countries, SLP transforms naturally-born
leaders into startup CEOs.
###

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Public Relations National Editorial Calendars

Link to Editorial Calendar Example for National Publications in Media List
(August 2016-December 2016): https://teamup.com/ks649d502a8629b8b0

About teamup.com
Teamup is a free, easy-to-use calendar site that allows groups to organize events, schedule
appointments, and share information amongst each other. You can view the calendar events by
day, week, 8 weeks, month, and in list form.

National Publications Noted:

Bloomberg
Bloomberg Businessweek is a weekly business magazine publication that provides
information and interprets what is happening in the business world.
Issues to watch out for in 2016:
8/29 Issue feat. Small Business
10/17 Issue feat. Small Business
12/12 Issue feat. Small Business
Entrepreneur
Entrepreneur magazine is the premier source for everything small business.
Issues to watch out for in 2016:
August Issue feat. Best Cities to Start a Business
September Issue feat. Young Millionaires
October Issue feat. Traits of Successful CEOs
November Issue feat. Management vs. Leadership
December Issue feat. Markets, Ideas, and Opportunities of 2017
Fast Company
Fast Company inspires a new breed of innovative and creative thought leaders who are
actively inventing the future of business.
Issues to watch out for in 2016:
September Issue feat. Fast Cities (PRINT) + Future of Work (DIGITAL THEME)
October Issue feat. Productivity (DIGITAL THEME)
November Issue feat. Productivity (PRINT)
Forbes
Forbes is an American business magazine published bi-weekly that features original articles
on !nance, industry, investing, and marketing topics.
Issues to watch out for in 2016:
8/23 Issue feat. The Future of Education (Startup Factories)
9/13 Issue feat. Most Innovative Companies
11/8 Issue feat. Entrepreneurs: Next Billion- Dollar Startups
12/20 Issue feat. Impact and Philanthropy (Most Powerful People)
Fortune
Fortune is a global leader in business journalism with worldwide circulation and readership.
Issues to watch out for in 2016:

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9.01 Issue feat. 2nd Annual Change the World List + Fortune Fastest Growing
Companies
10.01 Issue feat. Fortune 40 Under 40 + Work for Passions and Perks

Inc
Inc. is an American monthly publication focused on growing companies.
Issues to watch out for in 2016:
September Digital Issue feat. How I Did It
September Print Issue feat. Icons of Entrepreneurship
October Digital Issue feat. Women + Inc Impact 50
October Print Issue feat. Inspiration Chronicles
November Digital Issue feat. Women to Watch
November Print Issue feat. Most Innovative Women + Women to Watch
December/January Digital Issue feat. State of Small Business
December/January Print Issue feat. State of Small Business
Wall Street Journal
Wall Street Journal is the worlds leading luxury lifestyle magazine dedicated to power and
passions.
Issues to watch out for in 2016:
November Issue feat. Innovator

Direct Links to National Publication Editorial Calendars:

http://www.bloombergmedia.com/assets/pdfs/specs/BBG_Businessweek_2016_edit_calendar_120415.pdf
https://assets.entrepreneur.com/static/20160531040609-2016-print-national-updated-0516-editcal.pdf
http://infographics.fastcompany.com/fastcompany-mediakit-2016.pdf
http://www.forbesmedia.com/wp-content/uploads/2015/06/2016-EditCalendar-AtAGlance.pdf
http://fortunemediakit.com/2016-edit-franchise-calendar/
http://mediakit.inc.com/editorial-calendar/
http://mediakit.inc.com/digital-editorial-calendar/
http://www.wsjmediakit.com/!les/uploads/201410/WSJMag_2016_EditCal_FINAL.pdf

Note: Public Relations media lists can be found in their own excel !le and are not included
in this PDF.