The workshop series consists of 4 workshops that build on one another but can also be attended individually. In these workshops, we will address the following topics:

• Biographical Work & Values
• The “Why”/Purpose
• Target Audience, Branding & Marketing
• Product Development

You can also participate in the workshops even if you don’t yet have a specific business idea, but are generally interested in starting a business and entrepreneurship.

Target Audience, Branding & Marketing

Do you have a clear picture of your customers in mind? Of course, at first glance, it’s easier to keep your target audience as vague as possible so as not to seem to exclude anyone. However, this always carries risks when it comes to your communication and marketing. After all, a target audience defines your ideal customers—the ones you’d love to work with. The more specifically you know who they are, the better you can tailor your communication and sales process to them.

In this hands-on workshop, you’ll therefore define your target audience for your business. You’ll then guide your target audience through the customer journey leading up to the purchase of your products. The individual stages will give you initial insights into your customers’ potential decision-making paths, touchpoints with your business, and a collection of ideas for your marketing. This will result in an initial marketing concept that’s precisely tailored to your target audience and their needs.

Your company’s visual identity also plays a role here. Whether consciously or unconsciously, design influences our decisions. - Theoretically, your company can have any color, font, and logo you want. Strategically, however, it makes more sense for your company’s visual identity to reflect your corporate values. This ensures that your marketing is subconsciously shaped by those values for your customers.

In the workshop, you’ll receive insights into selected methods. Afterward, with the help of various worksheets provided to you, you can work independently on your target audience, marketing, and branding. In a follow-up session, you’ll be able to compare your findings with the Sinus Milieus (statistical surveys on income, lifestyle, openness to advertising, etc.) to gain a comprehensive picture of your target group. If you have any questions, I’m happy to assist you via email.

Note: This workshop consists of several sessions. In between sessions, you’ll have time to work on defining your target audience.

Dates

May 20, 2026, 5:30–6:30 p.m. | Target Audience
May 21, 2026, 5:30–6:30 p.m. | Branding & Marketing
May 26, 2026, 5:30–6:30 p.m. | Aligning/Expanding Your Thoughts with the Sinus Milieus

The language of the event is German.