Includes preparation materials and conference call, 1-day workshop and a one-on-one follow up coaching session.


Who is this workshop for?
Victorian startup founders and executives who are looking to maximise their hard work and generate meaningful public relations and marketing results.

We are looking for participants who ideally have a scalable product or service, are ‘opportunity ready’ and are prepared with the time and resources to handle increased demand from marketing and PR activities. This program is most suited to startups that have raised or are in the process of raising seed level or Series A funding.

What will you learn? 
‘How to tell the story of your startup’ will provide you with practical, hands-on advice and skills to promote and market your brand/business/product to a range of stakeholders. Customised support materials will equip you with the tools and templates you need to put to use immediately within your business.

Before the workshop, we’ll hold a group introduction session via videoconference where we’ll meet one another, answer any initial questions and provide you with pre-reading and a little bit of homework.

The 1-day intensive workshop will provide an intimate setting in which to build your professional and personal networks with around 15 fellow founders. Together you will practise and deliver your key messages in a safe environment. In addition to receiving feedback from other founders on your pitch, we’ll give you dedicated assistance in refining your story and key messages.

You’ll leave the 1-day workshop with a detailed plan of practical next steps, and we’ll follow up with you for a one-on-one coaching session to hold you accountable and provide any additional support.

The program will be delivered by the Character team who have extensive experience in PR, marketing and communications. We’ll be joined by special guests from the media, successful Australian startups and the corporate sector, who will share their insights and encourage you to define:

1.    Your Brand Story: Who are you and why should people care?

2.    Your Key Stakeholders: Who are your important stakeholders, and what is the current status of your relationships with each group?

3.    Your PR & Communications Plan: What are your key communications messages for each group and what are the tactics you can employ to ensure your messages reach and convince each stakeholder group? (We’ll really take a deep dive into media and PR in this session!)

What is the time commitment?  

  • Introduction Session, Preparation & Pre-Reading: A 1-hour group call held one week prior to the workshop plus preparation time for pre-reading and tasks (approx. 1-hour).

  • One-day intensive workshop: The workshop will run for a full day at a location in central Melbourne. (Approx. 9am – 5pm).

  • One-on-one Coaching Session: We’ll hold a 30-minute individual follow up session approximately two weeks after the workshop to help you review your progress since the workshop and answer any remaining questions.

How much does it cost?
There is no cost to attend these workshops as they are fully funded by LaunchVic and Character. 

When and where?
We will hold 5 workshops between June 2018 and May 2019. Indicative dates include:

  • Workshop 1 – Friday 29 June 2018

  • Workshop 2 – Friday 7 September 2018

  • Workshop 3 – Friday 16 November 2018

  • Workshop 4 – February 2019

  • Workshop 5 – April 2019


Introductory sessions and one-to-one coaching sessions may be held over the phone if participants are unable to attend in person. Attendance at the 1-day intensive workshop in central Melbourne is essential. Each startup may only attend one workshop.

Application criteria
To be eligible, you must:

  • be a founder or an executive of a startup

  • be registered in Victoria

  • be in the process of raising or have raised seed or series A funding (or equivalent if bootstrapped)

PLEASE NOTE: Registrations for the remaining workshops in 2018 have been filled. Please join the waitlist or to register your interest for the additional two workshops in 2019 below. We will alert you once 2019 dates are open for application.