Product planning & Product marketing

Covers best practices & includes hands-on exercises in product marketing including:

• Evaluating market opportunities to build products using market insighting methods
• Aligning product strategies with corporate mission
• Understanding positioning and product messaging documents
• Planning a product launch
• Lead generation and marketing effectiveness review

Covers best practices in product planning including:

• Understanding market requirements document, product requirements document, product roadmap and features matrix
• Writing customer centric use cases for product development
• Pricing models
• Product evangalism methods

Market Requirements Document

Helps you define user personas, write precise market requirements & use cases that help build the right product to address market needs.

This one day intensive workshop involves hands-on learning on multiple aspects that will help you communicate requirements clearly to engineering teams to streamline your product development process. Course covers:

• Building a detailed market requirements document to address market opportunities
• Constructing user personas for your product & identifying dominant needs
• Writing use cases for the user personas

Business Case & Market Plan

A business case includes information on competition, barriers to entry, risk assessment and market opportunity assessment & is a basis for product investment decisions. The Business Case session covers:

• Understanding business factors affecting your product idea
• Techniques for market segmentation
• Identifying risks and planning mitigation
• Understaning how elements like legal, warranties, quality, packaging, branding, etc. affect products
• Building a detailed business case to ask for investments/commitment for your product idea

The Market Plan and Value Marketing session covers:

• Positioning techniques for your product
• Understanding elements like Total Cost of Ownership (TCO), perceived value, customer expectations, company competencies, etc. and how they affect buying decisions
• Understanding & planning marketing mix
• Designing marketing strategies to highlight product advantages over competition