Topics
- Defining target audience and customer personas
- Crafting a main marketing message
- Identifying product lines and revenue streams
- Pain points and problem-solving
- Introduction to AI for product descriptions, keywords, and marketing copy
Objectives
- Develop a clear brand positioning statement
- Define 1–2 customer personas
- Outline 5–10 products to sell
- Generate AI-assisted product descriptions and keyword lists
Connection to the Real World
Maria owns a cozy neighborhood coffee shop. She serves specialty espresso drinks, loose-leaf teas, and house-made muffins. Business is steady in-store, but she wants to expand her reach by selling branded mugs, bags of her signature roast, digital gift cards, and possibly even a monthly coffee subscription.
Before launching a website, foundational questions must be answered. Who is she trying to reach — busy professionals, college students, remote workers, or gift buyers? What makes her coffee special — ethically sourced beans, small-batch roasting, or a welcoming community atmosphere? Without clearly defining these elements, the website risks feeling generic. The brand message, audience, and value proposition must be clear so every design and content decision aligns with the business goal.
Why It’s Important
Clarity about the target audience and the problem being solved guides every aspect of the website — from color choices and imagery to layout and calls to action. An e-commerce site is not just a visual project; it is a business tool designed to generate revenue. Leveraging AI to assist with product descriptions, keyword research, and marketing copy increases efficiency while maintaining a strategic focus.
Hands-on Activities
- Create a one-page marketing brief
- Define 1–2 detailed customer personas
- Use AI to draft product descriptions and refine brand voice
- Finalize a product list for both ecommerce builds
Week 2 – WordPress Fundamentals & Theme Setup
Topics
- WordPress dashboard overview
- Installing and configuring the default 2026 theme
- Pages vs. posts
- Navigation menus, header, footer customization
- Installing and configuring WooCommerce
- Intro to responsive design
Objectives
- Install and configure WordPress
- Customize theme branding (colors, typography, logo)
- Create core pages (Home, Shop, About, Contact)
- Install WooCommerce and generate default store pages
Connection to the Real World
Maria wants a website that feels professional, trustworthy, and easy to navigate. Her customers range from tech-savvy college students to long-time regulars who simply want to reorder their favorite dark roast. The site must work for all of them.
Using a default WordPress theme emphasizes structure, usability, and clarity rather than excessive customization. Many small businesses operate within budget constraints and rely on standard themes. The challenge is elevating a simple framework through thoughtful layout, branding consistency, typography, and hierarchy. When customers land on the homepage, they should immediately understand what the café offers, why it’s unique, and how to place an order or visit the store.
Why It’s Important
Understanding WordPress fundamentals builds confidence in managing content, navigation, and page structure. WooCommerce introduces ecommerce functionality such as product listings, shopping carts, and checkout systems. Mastering these essentials allows for the creation of a functional, scalable store built on a widely used platform.
Hands-on Activities
- Set up a WordPress site (local or hosted)
- Apply branding to the default theme
- Build homepage layout and core pages
- Install WooCommerce and configure shop structure