Hi again. So one of the things I wanted to be sure to accomplish from this course was to give students an opportunity to put some of these things into practice in the real world and then get feedback from their peers in the course. And so in this optional honors module, you'll have a choice. You can either develop and publish and launch a real honest to goodness website or you can create a studio growth plan for your teaching studio. And I just want to go through the delivery bols in each of those so that you know what you're getting into what the expectations are. So let's start with the professional website. So this should have all of the elements that we have been talking about throughout this specialization. Starting with a mission statement that is concise, that is descriptive, that is engaging, that captures the essence of your why and the impact you want to make on the world. I'd like you to have a gallery of headshots and promotional photos. There should be a variety of both more formal and less formal sorts of things that you could use either in concert programs and sort of more formal uses or informal uses for things like social media. Also, there needs to be performance, media, work samples of you, or your group performing and there should be stills, videos and audios. Those should be quality, should be nicely edited. They can be housed in the website or they can be hosted an external platform like Youtube or SoundCloud or somewhere else either is fine. You need to have easily findable contact info that has to at least be an email address. Do not put your home address ever on the Internet. But if you have a PO box, that's great. And if you want to supply a telephone number that would also be acceptable, but not required. And if you want to create a kind of a box for people to put the messages and get sent to you rather than having the actual email address on the website that will help cut down on the span. So, that's also something to keep in mind. I want you to have links to your external social media and if you are a performer you should have upcoming performances or projects that you're working on. And any media coverage, this should be reviews, interviews, profiles, anything like that. We should have links to those things as well. If you're a teaching studio and this is a website for teaching studio, then make sure you have your studio policies and rates. Create a frequently asked questions page so that the common things that prospective students, especially if we're talking about families who are looking for lessons for their kids. There might be some common questions that are going to come up and that would be a great thing to have on your page. And then if you have any testimonials from prior students, you should try to get some of those as well. Optional would be to have a blog, either linked to some external bog site or embedded within the website. That's an option. It could take whatever form you like. Okay, now, in all of these cases, as we've been saying throughout the specialization, right, it should be consistent with your brand. It should be easy to navigate, easy to find the things that you want. The visual elements should be laid out in a way that is attractive on the page, not too cluttered or not to like weird and spaced out. The design should have a certain elegance or at least a consistent with the brand that you're trying to communicate. And is a good test of this, when I click on some external social media site, I shouldn't feel like I've suddenly gone into a completely different world, right? I should feel like I am in the same world, which is the world of you and or your group that you want me to experience. So, that's professional website. Now let's talk about the comprehensive studio plan. So first you need to define your unique selling proposition. So, in doing that, I would like you to summarize the state of your competition, how you are distinct from them. What you feel is your superpower. What's the thing you're doing really, really well. What's the thing that you don't believe your competition is doing well and what do your students need? And I would like you to provide some data for how you came up with any of these conclusions, right. Where did you find the research about the state of your competition? How did you get information about what your prospective students might actually want? Then I want you to complete a business model campus and again, don't worry about fitting everything in graphically to the various categories, the actual graphic of the canvas. You can go ahead and write it out in a text document with headers for each of the sections. But I want to make sure that you complete this in as much detail as possible. So that means when you're talking about your customer segments, how did you determine where those segments are, those psycho graphics are? How did you come up with that profile for your target market? In things like cost estimation of revenue, how did you get these numbers? Where did it come from? And hopefully you have identified some partners in your community who really want to work with you and to help you do this. So please put some time into identifying those partners and tell us how you found them and how they're going to work with you. Then I want integrated Marketing Funnel and so again, provide details for each of those stages of the Marketing Funnel. What are your marketing channels going to be to create engagement awareness. And then progressively more engagement down to purchasing the first lesson, purchasing repeat lessons and then becoming a loyal advocate for your studio. And then lastly, I want you to create some benchmarks. These are really just goals for you to keep you on task. So benchmarks and recruitment and growth goals for 1 month out, 6 months out from 1 year out. And I'd like you to provide a little commentary to justify those numbers, right. They can't just be things you've pulled out of the air, they have to be informed projections based on what you have learned about your market. And so tell us a little bit about how you came up with those numbers and how you hopefully the other things will feed into these benchmarks and make them realistic for you. And that's it. So, I hope that you find these projects useful and exciting and fun. I hope that you look at them as the kind of thing you continually revisit and revise and keep up to date. And I wish you all the best of luck and great music making. Thanks so much.
