Coming Soon
The 12 P's of Marketing and Entrepreneurship
The decisions that build, scale, and sustain a business, with a worksheet for every one.
Join the launch list for release news, early excerpts, and the first worksheet.
- 12 chapters, 12 worksheets
- Solo and team paths
Why This Book
Entrepreneurship is hard. The framework shouldn't be.
Business school teaches the four P's of marketing: product, price, promotion, and place. They matter, and they're all in this book. They also leave out most of what an owner faces.
Before any marketing decision, an owner has to know why the company exists, what keeps them showing up after the novelty fades, and what problem the business really solves. After the marketing come the people who carry the work, the processes that let it run without you, the pain that arrives whether you planned for it or not, the profit that keeps the purpose funded, and the posterity that decides what outlasts you.
That's twelve. P12.
Who It's For
Four readers, one framework.
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01
The Owner
Already running something real, with payroll, customers, and a stack of decisions on one desk.
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02
The Aspiring Founder
Weighing the jump and looking for something more useful than encouragement.
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03
The Team Member
Works for an entrepreneur and wants to understand the reasoning behind the calls.
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04
The Champion
Supports an entrepreneur and wants to know what that person is dealing with.
None of the twelve P's require an MBA, a board, or a big budget. They require honesty about your business and a willingness to write things down.
The Framework
The 12 P's
Twelve questions that move from why the business exists to what it leaves behind.
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01 Foundation
Purpose
Why are we here?
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02 Foundation
Passion
What reignites enthusiasm and sustains motivation?
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03 Foundation
Problem
What is the real problem we solve?
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04 Classic 4 P's
Product
Do our offerings match what the market needs?
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05 Classic 4 P's
Price
Does our pricing reflect the value we deliver?
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06 Classic 4 P's
Promotion
Are the right people hearing our message?
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07 Classic 4 P's
Place
How does the customer reach us?
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08 Operations
People
Do we have the team and relationships to grow?
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09 Operations
Processes
What runs without the owner in the room?
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10 Operations
Pain
Which obstacle is pointing to our next move?
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11 Sustainability
Profit
Does our model fund the next year?
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12 Sustainability
Posterity
What will outlast us?
How It Works
A worksheet at the end of every chapter.
Each chapter closes with a worksheet built the same way.
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Solo
A solo path
For the owner working alone, usually one page you can finish in a sitting.
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Team
A team path
For running the exercise with colleagues or partners, with a simple method to keep one loud voice from steering the room.
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Carry forward
One sentence to carry forward
The problem you name in one chapter becomes the brief for your product and pricing in the next.
About the Author
Written by an owner who has made the calls.
Alex Moore is President and Co-Founder of Stratagon, a marketing and technology firm, and a speaker and business coach. He grew up in Hartly, Delaware, worked inside his family's restaurant and catering business, spent 15 years in global corporate roles, and has run his own firm for 15 more. He holds an MBA from UNCG's Bryan School of Business and Economics and completed executive education at The Wharton School and INSEAD.
For Organizations
Put the framework in front of your team.
Pair a keynote or workshop with books for every attendee. Ideal for entrepreneur programs, supplier diversity events, chambers, and leadership retreats.
Early Excerpts
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