Project LMQ: Going Viral with Safety Training

Project LMQ: Going Viral with Safety Training - student project

The purpose of this project is to take my consulting business and find "viral" elements which I can market and turn into passive or residual income streams.

Specifically, I have a revenue stream model where I develop a webinar experience for plant managers, safety managers, or manufacturing operations directors, in which I illustrate the financial impact of having a well-prepared and high-functioning safety coordinator in place at their company. I will structure this webinar to be a viral marketing stream for my two-day training experience for safety coordinators. The audience for the viral webinar are those decision-makers (mentioned above) who pick the person to be safety coordinator for their company.

In my model, viewers of the webinar gain value from the webinar directly, and have an opt-in choice to send their safety coordinator to my extended training event. Taking the webinar viral provides an ongoing referral stream to my training events, which I can hold as often as needed by the demand.

The Map

1. List all major “players” in the system (eg. a marketplace may have two major players: buyers & sellers)


a. Safety Coordinator for a manufacturing company… someone who is going to get chosen to hold this role after the decision-maker attends my webinar and sees the importance of having this role filled.

b. Plant Manager, or Operations Director, or other decision-maker who assigns a person to be Safety Coordinator for the manufacturing company, after having attended my webinar.

c. Referral partner for me, such as a CPA, Business Attorney, or corporate insurance agent (specializing in worker’s comp) who has access to the decision-makers listed in “b” above.

2. List out any selfish reasons why each player would need their contacts/friends to join the service


a. Safety Coordinator would invite others to attend the webinar for the selfish reason of wanting to look superior for having gone through the training first and now being successful in the role. The Safety Coordinator may also look like a ero to their boss for "discovering" this webinar.


b. Plant Manager or other decision-maker would invite others to the webinar for the selfish reason of looking good in their boss’s eyes for finding this webinar and putting a Safety Coordinator into place.


c. The referral partner would invite others for the selfish reason of receiving a referral fee for sending qualified contacts to the webinar. A second selfish reason would be to look like a hero in the eyes of their contacts for bringing such a valuable webinar to their attention.

3. List out all things you could possibly charge each player for on the service


a. I could charge the Safety Coordinator for attending the full two-day training on “How to be a great Safety Coordinator, and dazzle your boss”. I could also charge the Safety Coordinator for access to some simple job aids, or to attend a different webinar.


b. I could charge the Decision-maker to attend the webinar in the first place. I could also charge the Decision-maker for additional services, such as: i) new hire training for safety coordinators; ii) training for HR coordinators on how to find the right talent pool for any position in the company.


c. I don’t have anything I would charge the referral partner for.



4. For 2 and 3 above give a very short reason you think the player would be motivated to need their contact or pay for the service


a. Safety Coordinator: motivated by the pressure to succeed in the role as Safety Coordinator, in addition to doing their regular duties. Motivated by the desire to avoid failure in both roles.


b. Decision-maker: Motivated by the desire to reduce the costs of safety-related incidents in the plant; motivated by the desire to reduce the anxiety that goes along with safety management in the plant; motivated by the desire to meet productivity targets and give less attention to distractions, such as safety

c. Referral partner: doesn’t pay, but motivated to spread the word to others by the opportunity to generate some passive income through the referral partnership

Here is a map of my viral loop [Please comment]

Project LMQ: Going Viral with Safety Training - image 1 - student project

5. List the channels (email, facebook, text message, etc.) that you will send your users’ invites through and how you will get that contact data


a) I use the following channels:


i) LinkedIn (I have a methodology for finding and communicating with a specific audience from LinkedIn, via groups and other focused search methods). I communicate to these individuals via LinkedIn. LinkedIn can be one vehicle for "planting seeds", as well a vehicle for the "viral spread".

ii) BNI: I visit other BNI chapters and reach out to referral partners, or directly to the Decision-makers, if they are present. This channel is for the purpose of "planting seeds", and driving individuals to the channels that have greater capacity.

iii) Twitter: This will be another channel for the viral spread

iv) Other small business association networking events to find Decision-makers and/or referral partners. This channel is for the purpose of "planting seeds", and driving individuals to the channels that have greater capacity.

v) I use email to send invites directly to decision-makers and/or referral partners not otherwise connected to me on LinkedIn. Users may also use email to spread word of my webinar to others.

v) I use 90210 mobile marketing technology to invite people to connect with me and receive access to my offers and services. This technology has great capacity for viral spread.


6. Create what those invites will look like

Rick Swanson

Business Golf Mastermind @ Prosper Golf LLC