Launching May 21, 2018

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What Is Start Some Shift?

Do you feel stressed, overwhelmed or unsure about how to create a marketing plan that works? Do you lack the time, resources and focus to stick to a plan? Or, have you tried marketing in the past, but nothing seems to work?

The Start Some Shift marketing academy is an 8-week group coaching program & mastermind designed to help you create a marketing plan that’s easy to follow and gets you from where you are today to real, measurable results!


This intensive has been designed for your success. In it, you'll unlock:

  • World-class guidance, lessons & secrets from the most successful brands in the world (that I've worked directly with), 
  • Tools and templates that'll have you connecting the dots between the lessons and action plans for your business,
  • Group coaching & hotseats to help you answer the burning questions you have about your business, and 
  • A peer mastermind to help you feeling accountable so you an stay on track.


It’s an elite membership for action-takers where you get direct access to "pick my brain", receive no-nonsense & heartfelt support and earn the inspiration, advocacy and advice we all need at times to be successful in business.


Whether you have a business and are ready to grow or you're established feeling stuck, Start Some Shift will help you confidently reach your dreams and overcome your biggest marketing frustrations.

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What's Included?

When you become a Start Some Shift Marketing Academy member, you gain access to:

  • Weekly Video Masterclasses

    6 weeks of weekly video lessons to get you from where you are today to a clear plan of attack.

  • A Playbook for your Business

    Weekly action worksheets + blueprints that have you applying the lessons directly to your business.

  • Laser-Coaching Calls

    8 weeks of laser group coaching calls so you can get answers to your burning business questions.

  • Accountability

    Accountability check ins from me and your peers to make sure you stay on track and motivated.

  • Peer Support

    Peer support and masterminding with an incredible group of business marketers and owners, just like you.

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Who's The Academy For?

The Start Some Shift Academy is for you if...

  • Your business has been established for more than a year. Whether your business has been around for 20+ years or a year, as long as you already have a business model, are pulling in revenue & have experience working with customers, you will get great value.

  • Your end goal is generating sales.

  • You know you need to market your business but you either haven't been getting the results you want or are overwhelmed by where to start / focus your time.

  • You are the owner of a business OR an employee with a marketing focus OR you are a marketing professional.

  • You need expert guidance. And, you thrive on no-nonsense, no-fluff, straight-shooting direction.

  • You really value having someone to help you stay accountable.

  • You want to be around other awesome people.

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Course curriculum

Welcome to a deep + focused dive into results-focused marketing

  • 1

    Introduction

  • 2

    Module 1 - Defining Your Path

    • VIDEO Part 1of 3 - Introduction to Marketing

    • VIDEO Part 2 of 3 - Your Vivid Dream

    • Workbook - Vivid Dream

    • VIDEO Part 3 of 3 - Your B.A.G (Big, Audacious Goal)

    • Workbook - B.A.G

    • Module Survey (<2 mins to complete)

    • Coaching Call Recording
  • 3

    Module 2 - Your Target Market

    • VIDEO Part 1 of 3 - Introduction to Target Marketing

    • VIDEO Part 2 of 3 - Defining your Target Market

    • Workbook - Defining your Target Market

    • VIDEO Part 3 of 3 - Your Target's Motivators

    • Swipe Copy - Research Questions

    • Workbook - Target Market Motivators

    • Module 2 Survey

    • Coaching Call Recording
  • 4

    Module 3 - Positioning

    • VIDEO Part 1 of 4 - Introduction to Positioning

    • VIDEO Part 2 of 4 - Your DNA

    • Workbook - Your DNA

    • VIDEO Part 3 of 4 - Your Sweet Spot

    • Workbook - Your Sweet Spot

    • VIDEO Part 4 of 4 - Your Positioning Statement

    • Workbook - Your Positioning Statement

    • Group Coaching Call Recording
  • 5

    Module 4 - Understanding your Channels

    • VIDEO Part 1 of 4 - Introduction to Buying Life-Cycle

    • Workbook - Buying Life-Cycle

    • VIDEO Part 2 of 4 - Selecting your Channels

    • VIDEO Part 3 of 4 - Channel Categories

    • VIDEO Part 4 of 4 - Channel Blueprint

    • Workbook - Channel Blueprint

    • Group Coaching Call Recording (Breathing Week)
  • 6

    Module 5 - Building Your Blueprint (Part 1)

    • VIDEO Part 1 of 3 - Blueprint Overview

    • VIDEO Part 2 of 3 - Strategy (part 1)

    • VIDEO Part 3 of 3 - Strategy (part 2)

    • Workbook - Strategy

    • Bonus video: How to filter your opt-in emails in Gmail
  • 7

    Module 6 - Building your Blueprint (Part 2)

    • VIDEO Part 1 of 3 - Introduction to OKRs

    • VIDEO Part 2 of 3 - Objectives

    • Workbook - Objectives

    • VIDEO Part 3 of 3 - Key Results

    • Workbook - Key Results
  • 8

    RESOURCES

    • One Page Annual Goals PDF (Shift into Focus)

    • One Page Buyer Life Cycle
  • 9

    BONUS MODULE: Talking Shift (Your Communication Strategy)

    • Communication

What Our Students Are Saying

5 star rating

A Powerful Tool for Change

Liese Gardner

This course was just what I needed as I worked through the how's and why's of adding a new service to my consulting business. The well-thought-out plan helped me plot out a strategy, get structure, feedback and clarity on my ideas, and discover ne...

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This course was just what I needed as I worked through the how's and why's of adding a new service to my consulting business. The well-thought-out plan helped me plot out a strategy, get structure, feedback and clarity on my ideas, and discover new techniques that would help me go full speed ahead.

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5 star rating

Amazing. Clear Direction for Business Owners

Laura Fedorowicz

After completing this thoughtfully put together course I have a clear understanding of where to take my business. Lara leads you through your why, goal setting, and how to stand out in the crowd. Her experience and leadership are so valuable. The ...

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After completing this thoughtfully put together course I have a clear understanding of where to take my business. Lara leads you through your why, goal setting, and how to stand out in the crowd. Her experience and leadership are so valuable. The course is easy to follow- and set up in achievable units. I definitely recommend.

Read Less
5 star rating

Shift your marketing plan!

Kat Parsons

This course has helped our small business find our sweet spot, translate it into a straightforward and effective message and THEN figure out the best source and angle for acquiring and retaining new clientele. If you're ready to up-shift your bu...

Read More

This course has helped our small business find our sweet spot, translate it into a straightforward and effective message and THEN figure out the best source and angle for acquiring and retaining new clientele. If you're ready to up-shift your business, Lara has all the tools you need to get there!

Read Less

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About The Instructor

Lara McCulloch

Chief Shift Disturber

A renowned, results-driven marketing expert with over 20 years as a Brand Consultant for multinationals like Cadbury-Adams, Unilever and Shell, Lara brings ‘Big Brand Thinking’ to small business.Her consulting firm is focused on building growth, reputation and evangelism for companies around the world. She’s been touted as a pioneering force in the marketing revolution, founding one of the world’s first twitter communities, #eventprofs, which was featured in Tim O'Reilly's The Twitter Book and producing the New & Noteworthy Start Some Shift podcast. She’s travelled throughout the world as a keynote speaker and workshop facilitator, changing the way that companies think about their brands.The culmination of Lara’s passion and experience has heralded leadership posts on numerous industry Advisory Boards, a monthly column for an international magazine and recognition by ILEA for dedication, spirit and leadership. She was named Top 40 under 40 by Ignite and Rejuvenate Magazines, honored with the Spirit of the Industry award by CEI and was esteemed with the title of Industry Innovator by BizBash Magazine.She graduated from Ivy Business School’s Executive Program, but it’s the title of Mom that brings her the most pride. When she's not building lego with her son, she's been known to board down active volcanoes, spelunk 16 stories underground, bungee jump over a rainforest, swim with sharks and jump from a plane at 15,000 feet.