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Course: Product Management: Product Market Strategy

Product Management: Product Market Strategy

  • Life Time Access
  • Certificate on Completion
  • Access on Android and iOS App
About this Course

Product success rate in the market is less than 60%.

Are you putting together your product plan your product market strategy to increase your odds for success?

Want to build a well thought out plan quickly and effectively?

Then this course is for you!

This course is for anyone in an organization that has any responsibility for a product or service.

“Agile Market Strategy for Products" teaches you how to think through the critical elements that make for a strategic market plan for a product. This course gives you a template for organizing your thinking and quickly developing a well thought out and a successful plan. One that you will make you proud, successful and your boss very happy. Even if you are the boss.

Eighteen key lessons are covered with 80 minutes of fast-paced video lectures accompanied by examples and exercises. Each video lecture can be completed in less than 10 minutes, enabling you to pace out your training over the approximately three hours it will take to complete the entire course.

The course includes two bonus features not found anywhere else:

First, if you make a commitment to finish the course and its exercises by any date of your choosing, I will review your plan and give you feedback. Such an effort will enable you to create your plan and help refine it based upon my experience. I say any date of your choosing to help motivate you to "get it done" but at your own pace.

Second, if you do a good job by clearly demonstrating in your plan that you know how to pull the plan together. Which is, by the way, the purpose of this course, for you to learn not only what should be done but how to do it. I will give you a personal recommendation that you can use to help get a job or for any other purpose like posting on your Linkedin profile.

This is in addition to getting a course completion certificate provided by Simpliv to prove you have the skills to get the job done.

It is the first course covering product market strategy that incorporates:

  • Organized in self-paced modules
  • Agile principles and methodologies
  • Easy to follow and well structured Workbook
  • Verified increase in your competency

When you have completed “Agile Market Strategy for Business to Business Products" you will:

  • Understand the components that define a Product Market Strategy
  • Learn how to build & critique your own
  • Apply it to your business:
  • To achieve organizational alignment
  • Build better products
  • Drive a faster market success
  • Beat your competition

Each of the eighteen lessons has a:

  • Pre-Assessment
  • Video Lecture
  • Real world examples
  • Exercises
  • Post-Assessment

The primary focus is on business-to-business but it can also be used for business to consumer.

The course includes a downloadable PowerPoint Workbook template for you to do your exercises and build your plan.

Who is the target audience?

  • Product Leaders
  • Product Managers
  • Product marketing managers
  • General managers
  • Entrepreneurs
  • Startups
  • CEO
  • Business unit managers
Basic knowledge
  • Basic business and management principles
What you will learn
  • To be able to Lead the development of a product market strategy plan including:
  • Define the decision making, schedule, market opportunity and product value
  • Using personas, use cases, market status and development, market description, market segments, and total available market
  • Identify target markets
  • Apply competitive research and analysis
  • Write product positioning
  • Conduct strengths, weaknesses, opportunities and threats analysis
  • Write plan to penetrate existing and new markets
  • Define requirements and training for sales, marketing, distribution, channels, partners, affiliates, operations, support and service
  • Define a pricing and business model
  • Identify metrics to monitor product success
  • Write the product market strategy plan
Curriculum
Number of Lecture: 52
Total Duration: 01:24:43
Overview
  • Overview  

    This is an introduction to developing a market strategy specifically for your product or product line. Hence we call it at product market strategy. Some might call it a product plan. If you add additional things like more organizational financials, human resources and legal issues then you could call it a business plan.

    This strategy or plan is about defining a specific target market(s) and “how” that market will be penetrated or developed for a product and/or product line.

    Pulling this comprehensive strategy together is not easy and is perhaps the reason about 40% of products fail in the marketplace. It will take you at least a week to develop, but perhaps more like three months or more, especially if the research has not yet been done.

    But when done, you will have a significant strategy that will work.

    All too frequently companies wait to develop major parts of this strategy just before product introduction. Doing so does not enhance the chances of success. Much of this work should be done before development proceeds.

  • Introduction  
  • Learning Objectives  
  • Suggested Reading Materials  

    Suggested Reading Materials to suppliment this course.

  • Lessons  
  • About the Exercises in this course and Resources  
Part 1: Process, Vision, Values & Definitions
  • Part 1: Pre-Lesson Assessment: Process, Vision, Values & Definitions  

    Part 1: Pre-Lesson Assessment: Process, Vision, Values & Definitions

  • Introduction to Agile Market Strategy for B2B Products  
  • Definitions and Concepts  
  • Product Lifecycle Framework  
  • Product Management Framework  
  • Readiness Checklist  
  • Plan Outline  
  • Plan Outline Exercise  
  • Post-Lesson Assessment: Plan Outline  

    Post-Lesson Assessment: Plan Outline

  • Pre-Lesson Assessment: Decision Making, Schedule, and Resources Required  

    Pre-Lesson Assessment: Decision Making, Schedule, and Resources Required

  • Decision Making, Schedule, and Resources Required  
  • Decision Making, Schedule, and Resources Required: Exercise  
  • Post-Lesson Assessment: Decision Making, Schedule, and Resources Required  

    Post-Lesson Assessment: Decision Making, Schedule, and Resources Required

  • Pre-Lesson Assessment: Vision and Values  

    Pre-Lesson Assessment: Vision and Values

  • Vision and Values  
  • Examples of Vision Statements  
  • Vision and Values: Exercise  
  • Post-Lesson Assessment: Vision and Values  

    Pre-Lesson Assessment: The Perfect Storm and Creating Insanely Great Customers

  • Pre-Lesson Assessment: The Perfect Storm and Creating Insanely Great Customers  

    Pre-Lesson Assessment: The Perfect Storm and Creating Insanely Great Customers

  • The Perfect Storm and Creating Insanely Great Customers: Market Status  
  • Perfect Storm: Exercise  
  • Post-Lesson Assessment: The Perfect Storm and Creating Insanely Great Customers  

    Post-Lesson Assessment: The Perfect Storm and Creating Insanely Great Customers

  • Pre-Lesson Assessment: Product Market Opportunity, Description and Value  

    Pre-Lesson Assessment: Personas and Use Cases

  • Product Market Opportunity, Description and Value  
  • Product Market Opportunity, Description and Value: Exercise  
  • Post-Lesson Assessment: Product Market Opportunity, Description and Value  

    Pre-Lesson Assessment: Personas and Use Cases

Part 2: Market Assessment
  • Pre-Lesson Assessment: Personas and Use Cases  

    Pre-Lesson Assessment: Personas and Use Cases

  • Why it is important to Agree on the Target Personas  
  • Personas and Use Cases  
  • Personas and Use Cases: Exercise  
  • Post-Lesson Assessment: Personas and Use Cases  

    Post-Lesson Assessment: Personas and Use Cases

  • Pre-Lesson Assessment: Market Adoption  

    Pre-Lesson Assessment: Markets and Market Segments


  • Market Adoption  
  • Market Adoption: Exercise  
  • Post-Lesson Assessment: Market Adoption  

    Pre-Lesson Assessment: Markets and Market Segments

  • Pre-Lesson Assessment: Markets and Market Segments  

    Pre-Lesson Assessment: Markets and Market Segments

  • Markets and Market Segments  
  • Markets and Market Segments: Exercise  
  • Post-Lesson Assessment: Markets and Market Segments  

    Post-Lesson Assessment: Markets and Market Segments


  • Pre-Lesson Assessment: Total Available (Addressable) Market (TAM)  

    Post-Lesson Assessment: Total Available (Addressable) Market (TAM)

  • Total Available (Addressable) Market (TAM)  
  • Total Available (Addressable) Market (TAM): Exercise  
  • Post-Lesson Assessment: Total Available (Addressable) Market (TAM)  

    Post-Lesson Assessment: Total Available (Addressable) Market (TAM)

  • Pre-Lesson Assessment: Target Markets  

    Pre-Lesson Assessment: Target Markets


  • Target Markets  
  • Target Markets: Exercise  
  • Post-Lesson Assessment: Target Markets  

    Post-Lesson Assessment: Target Markets

  • Pre-Lesson Assessment: Competitive Environment  

    Pre-Lesson Assessment: Competitive Environment


  • Competitive Environment  
  • Competitive Environment: Exercise  
  • Post-Lesson Assessment: Competitive Environment  

    Pre-Lesson Assessment: Product Positioning


Part 3: Product Focus
  • Illustrating the Importance of Having Positioning  
  • Pre-Lesson Assessment: Product Positioning  

    Pre-Lesson Assessment: Product Positioning


  • Importance of Positioning  
  • Product Positioning  
  • Product Positioning: Exercise  
  • Post-Lesson Assessment: Product Positioning  

    Post-Lesson Assessment: Product Positioning


  • Pre-Lesson Assessment: Strengths, Weaknesses, Opportunities and Threats  

    Pre-Lesson Assessment: Strengths, Weaknesses, Opportunities and Threats


  • Strengths, Weaknesses, Opportunities and Threats  
  • Strengths, Weaknesses, Opportunities and Threats: Exercise  
  • Post-Lesson Assessment: Strengths, Weaknesses, Opportunities and Threats  

    Post-Lesson Assessment: Strengths, Weaknesses, Opportunities and Threats


  • Pre-Lesson Assessment: Penetrating Existing and New Markets  

    Pre-Lesson Assessment: Penetrating Existing and New Markets


  • Penetrating Existing and New Markets  
  • Penetrating Existing and New Markets: Exercise  
  • Post-Lesson Assessment: Penetrating Existing and New Markets  

    Post-Lesson Assessment: Penetrating Existing and New Markets


  • Pre-Lesson Assessment: Requirements and Training  

    Pre-Lesson Assessment: Requirements and Training


  • Requirements and Training for Sales, Marketing, Distribution, Channels, Partners  
  • Requirements and Training: Exercise  
  • Post-Lesson Assessment: Requirements and Training  

    Post-Lesson Assessment: Requirements and Training


  • Pre-Lesson Assessment: Pricing and Business Model  
  • Pricing and Business Model  
  • Pricing and Business Model: Exercise  
  • Post-Lesson Assessment: Pricing and Business Model  

    Apple’s pricing strategy is:

  • Pre-Lesson Assessment: Metrics  
  • Metrics  
  • Metrics: Exercise  
  • Post-Lesson Assessment: Metrics  
Part IV: Bringing Your Plan To Life
  • Pre-Lesson Assessment: Product Market Strategy  

    Pre-Lesson Assessment: Product Market Strategy

  • Product Market Strategy Plan  
  • Product Market Strategy: Exercise  
  • Post-Lesson Assessment: Product Market Strategy  

    Post-Lesson Assessment: Product Market Strategy

Next Steps
  • Next Steps  
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