A masterclass on what market strategy is, why it is typically overlooked and how to make sure it isn't in your tech start up. From business goals through product roadmap, taking in positioning and messaging, business models and aligning with sales, culminating in how we can develop a marketing plan that is fit for purpose in the real world. This masterclass includes real world examples, and will be highly interactive with participants. At the end of the masterclass, participants will understand the questions they need to ask and answer to make sure they aren't throwing money, time and effort and purely tactical promotional marketing, but actually have a strategy to engage customers and the wider audience with products and messaging that resonate.