Learning Lab

In-person experiences are a great way to engage clients, partners, and the general public with your products, share your company story, and build brand loyalty by giving them a behind-the-scenes look at the work you do. In this workshop series, we will explore the different ways that you can effectively, safely, and accessibly engage visitors in your space through tours, hands-on activities, and other activations. Led by Turnstile Tours & Studio, experts in the museum and hospitality fields who have developed and led tours at industrial and cultural sites, this series will include interactive workshops on techniques and best practices in storytelling, public speaking, accessibility, visitor communications, and operational logistics. Participants will work collaboratively to develop strategies for activating their spaces for engagement with visitors based on their available resources, target audiences, and business goals.

This will be a 3-session workshop series and participation in all sessions is required. The workshops will take place in-person at the Brooklyn Army Terminal.

Learning Outcomes
* Be able to plan and deliver safe and inclusive experiences in their spaces.
* Learn techniques and best practices in effective storytelling and visitor engagement to share their brand story in an interactive and accessible way.
* Understand how to develop tours and experiences for specific target audiences that support their business strategy, cultivate customers, and generate income.

Session Breakdown:
1. Unpacking the Visitor Experience: Take on the perspective of a visitor to a production space and reflect on what makes for an exceptional experience.
2. Engaging Your Audience and Telling Your Story: Learn about strategies for reaching audience segments within the activities and experiences industry and utilize planning frameworks to refine target audiences, develop desired outcomes for visitor experiences, and support business growth.
3. Planning for Your Visitors: Learn techniques and best practices in effective storytelling and visitor engagement to share their brand story in an interactive way.

Understanding basic merchandising can significantly improve your product’s success. Learn how to think like a Merchant and strengthen your brand through mindful brand extensions and assortment building. In this course, you will gain an understanding of the current economic climate and the desperate need for crafting product strategy with surgical precision. Students will learn how to identify their target market, determine their USP (unique selling proposition), and price their product effectively. They will also receive feedback on what to do if they realize they can no longer afford to produce it. This course is designed to help makers create seamless selling strategies, with a focus on identifying a reason for existence.

This workshop series will take place virtually on Zoom. Participation in all sessions is required. Office Hours are available after every class for individual feedback, Q &A, 12:30 - 2 pm.

Learning Outcomes
* Demonstrate an understanding of product positioning strategy to develop the right distribution model.
* Translate your brand into a compelling customer experience, from the point of sale to consistent engagement and customer satisfaction.
* Identify, define, and implement a unique selling proposition by understanding your competition.
* Informed on how to create mindful brand extensions while gaining an understanding of the benefits of having an assortment.
* Enhance your ability to plan and execute a pricing strategy for e-commerce versus in-store sales.
* Focus on the importance of promotion and other unique selling experiences.

Session Breakdown
1. Identify Your Unique Selling Proposition (USP) and Learn Its Relevance to Your Positioning / Distribution Strategy: During this workshop, students will learn about the unlimited benefits of having a laser-focused Positioning Strategy. While identifying your USP and Positioning, you can unlock your targeted customer base and identify who will pay the most for your product.
2. E-Commerce vs. In-Store Selling Strategies: In the second session, we will begin to explore the framework for optimizing your selling strategy through an “Omni-Channel” format. This session will discuss the benefits and drawbacks of both online and in-store/in-person distribution strategies. Sales incentives and promotions will be discussed, along with how they can be leveraged to cross-pollinate branding efforts.
3. Point of Sale (POS), Customer Service, and Crafting the Best-Selling Experience is not a luxury, but a demand: During the last session, we will walk through the experience of selling to the end-user customer. Evaluate your ability to retain and repeat customers. We will discuss tactics for navigating the “new normal” of customer expectations and the importance of treating and supporting them well.

Is marketplace vending, trade shows, or pop-up retail a vital part of your business? If so, this course is for you. Over four weeks, you’ll learn a practical framework to plan and improve your marketing and sales at in-person retail events. Through expert guidance and peer exchange, you’ll gain strategies, tips, and best practices to boost your pop-up performance. In addition to in-person sessions, virtual office hours will be available for personalized support throughout the course.

This is an in-person workshop series and sessions will be held at Pratt Institute’s Manhattan campus. Participation in all sessions is required.

Learning Outcomes
* Explore tactics and systems to make vending more efficient and impactful for your business
* Learn key marketing and sales strategies to engage customers before, during, and after your pop-up
* Get inspired by merchandising and customer service approaches that drive sales
* Build confidence and perspective around selling at physical events

Session Breakdown
1. Planning and Assessing Your Marketplace Options: We’ll kick off by focusing on what matters most—your goals, business, brand, and customer. You’ll explore the marketplace landscape to identify which options (pop-ups, trade shows, etc.) best align with your business. We’ll also cover how to assess, vet, and pitch opportunities to ensure your time and investment are well spent.
2. Strategies to Win On-Site: This session covers key tactics to implement before, during, and after your pop-up to maximize awareness, engagement, and sales.
3. Strategies to Win On-Site, Part 2: We’ll go deeper into marketplace strategy and create space for discussion and collaboration. You’ll start drafting your own go-to-market plan using a provided framework, tailored to your business goals and vending experience.
4. Share Your Go-to-Market Plan: We’ll wrap up by reviewing key takeaways and giving participants a chance to present their go-to-market plans. You’ll receive feedback and suggestions to refine your approach and leave with a clear, actionable direction.

Application deadline: September 22

This intensive program is tailored to BIPOC small business owners seeking to unlock the keys to financial growth through knowledge of both debt and equity capital. In today’s competitive landscape, securing funding is essential for fueling expansion, innovation, and sustainability. Whether you’re a startup seeking initial investment or an established business looking to scale, understanding the nuances of debt and equity funding is paramount.

In these interactive sessions, participants will be guided through the intricacies of acquiring capital, offering practical strategies and actionable insights to empower their business journey. From traditional bank loans to alternative financing options, we’ll engage with the diverse avenues available for accessing funding.

Learning Outcomes
* Demystify fundraising and eliminate your mental blocks relating to the process
* Gain an understanding of the various types of capital sources available to you
* Understand how different types of capital investments fit into your business
* Develop a clear plan for how you will use the capital investments you hope to raise and map out their execution
* Connect to resources that align with your investment plan
* Engage and collaborate with others on the same journey as you

Please note to be eligible for this program your business must be BIPOC-owned and available for the full range of dates in the linked page below. The two dates below are the kickoff and end date, be sure to head to the link for the full list of session dates.

This workshop series will be offered again in spring 2026. Dates and application information will be made available the week of January 5.

View the full program calendar and session information from the last cohort in spring 2025 at: https://www.madeinnyc.org/news-events/made-in-nyc-announces-new-capital-readiness-for-bipoc-makers-program