Founder Fundamentals-Branding & Messaging

February 8, 2022 @ 6:00 pm – 8:00 pm

Founder Fundamentals is an 12-week virtual workshop series designed to help you kickstart your entrepreneurial career.

About Founder Fundamentals

Interested in building your entrepreneurial skills to launch your startup?

YSpace, York University’s innovation hub, is partnering with the Markham Small Business Centre (MSBC) to host an 11-week educational program called Founders Fundamentals.

Whether you are a professional services company, brick and mortar or technology startup, the program aims to equip you with the essential skills and knowledge needed to succeed. Spanning across topics such as finance 101, to how to write a business plan, to legal basics and more, this program provides a wide range of learning. In addition, the program connects you with local resources for potential next steps as you progress in your entrepreneurial ventures.

Individuals who attend at least 9 out of the 11 workshops will receive an Innovation York Certificate of Completion, illustrating your dedication to learning about the essentials of launching a successful business.

About the Workshop

The way you brand and market your business is vital to your success. But before you think about how your messaging will be crafted, you must first understand your customer. The process of identifying your ideal customer, researching what motivates their buying behaviours and creating a comprehensive buyer persona to use in all your marketing efforts will be explored in this workshop.

This workshop aims to cover the following items:

  • What is a buyer persona and how do you create one?
  • How do you tailor your messaging for your buyer personas?
  • How do you leverage your personas into highly effective marketing strategies and tactics?

About the Presenter

Halcyon Tan

Principal and Creative Director, Imprint Marketing Group Inc.

Imprint Marketing Group Inc. is a full-service, transmedia marketing agency capable of offering branding, custom web solutions, strategy and media production.

An artist herself, Halcyon is driven by creativity and an entrepreneurial spirit. She’s never been afraid to do things a bit differently, and after completing her business degree she decided to forgo the traditional route of working her way up in an agency or marketing department. Instead, she challenged herself to strike out on her own. Halcyon wanted to use her business skills, but also had a need to

draw on her artistic talents. In 2011, she founded Imprint Marketing Group as a way to bridge that gap. She learned on the go, adapting as needed and growing her team, building a culture of quality and like-minded individuals who are motivated by the desire to help their clients stand out.