Wed, Nov 28 | Workhaus Commerce Court

How to develop impactful business leads

How to apprehend the business and marketing aspect of your company when you do not have these skills or have only a tech background.
Registration is Closed
How to develop impactful business leads

Time & Location

Nov 28, 2018, 9:30 AM – 2:00 PM
Workhaus Commerce Court, 30 Wellington St W, Toronto, ON M5L 1B1, Canada

About The Event

Developing leads is essential to any business.

But how to apprehend the business and marketing aspect when you do not have these skills or have only a tech background.

At Lozard institute, marketing and business development experts who have successfully developed business and marketing divisions in the tech sector in all sizes of companies and also as entrepreneurs, will do through the following with you:

  • How to approach a new market and a new industry and make your mark

  • Which tools to use to generate the most impact

  • How to present your project and services efficiently without annoying your future clients.

  • Everything you want to know to succeed in this mission will be revealed to you.

Course schedule: 9.30am-2pm

9.30am: introduction by Frederic Guarino

9.45am: roundtables intros by attendees

10.00pm-11.00am: track 1 Community Organizer - my 20 year experience generating new business

11.00am-11.10pm: break

11.15am-12.15pm: track 2 Strategy and tactics you can use - case studies: Adidas, Nespresso, Cellfish

12.15pm-12.25pm: break

12.30pm-1.30pm: workshop Review of effective community-based business development

1.30pm-2pm: recap + conclusion


10.00am-11.00am Track 1: Community Organizer - my 20 year experience generating new business

Why community ?

It’s a core human activity: temples, synagogues, churches are the original social network

It gets people places

Looking back at the twists and turns of my 2 decades in media and digital, communities were always core to my path and choices and helped me generate impact and new business. This first track will allow me to share lessons learned along the way as I joined communities around the world.

A community enthusiast’s background:

Media industry community in Paris and New York

Mobile telecoms and content in Paris/London/Zurich/New York

Startup Alley in New York: the power of a small community ready to take over the world

Independent film and television production/distribution: a global community both fighting and embracing disruption

Virtual and Augmented Reality, a community looking for collaboration as the differentiator

The Blockchain, a decentralized community with tools unavailable before


11.00am: networking-discussion-email break


11.15a-12.15pm: Track 2: Strategy and tactics you can use - case studies: Adidas, Nespresso, Cellfish

I will share some actual case studies of pitches, client engagements and past experience where community development played a key role.


My agency was retained by Adidas Asia in 2007 to recommend a 38-country digital strategy. Given the already established power of the mobile platform we devised a frequent browser/shopper program for Adidas.


Nespresso US approached us to look into a way to further develop their community of coffee enthusiasts.


Launched as a corporate venture by French media group Lagardere, Cellfish was among the early entrants in the D2C mobile content: ringtones, wallpapers in the US market in 2004


12.15pm: networking-discussion-email break


12.30pm: workshop

Workshop format: 15 attendees broken up in 5 groups of 3, with goals to be set according to each attendees’ comfort level with tools

Workshop activities:

Review of effective community-based business development:

Group 1: Gary Vaynerchuck case study

Group 2: SXSW

Group 3: TED

Set up of social media accounts, curation tools (Flipboard, Nuzzel), outreach tools (Medium)

Each group will post text/photos/links to illustrate their day with Lozard Institute


1.30pm: roundtable recap


2pm: end of session

Our Expert speaker

Frédéric Guarino

Frédéric Guarino has spent 20 years at the crossroads of media and technology in New York, Paris, Zurich and Montréal, in business development, product management, and strategy roles: artists’ agent, entrepreneur/intrapreneur, co-head of an ad agency lab, producer.

He is currently working on a decentralized ecosystem project, unifying filmed entertainment and the blockchain.

He co-founded, with Alexandre Michelin and Laura Ghebali, the MOOD inverted class at the Paris Sorbonne.

Frédéric is also a strategist for brands and large corporations and a startup advisor/mentor, and was affiliated in 2017 with the Canadian Film Centre’s IDEABOOST accelerator.

Frédéric partnered with MUTEK Montréal for the Virtual Reality Salons (3 editions since 2015) This led him to co-found the VR Valley Network, building bridges between the local video games, visual effects and film&tv talent pools and large corporations.

Frédéric writes for the Canada Media Fund’s Trends blog, the HuffingtonPost (in Québec, Canada and the US) and is the editor of the, blogs. He is also an historian of the cultural economy.

Registration is Closed

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