Digital Product Management Training Course

Create digital products that customers will love

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Course date	Location	Price *
27 Feb 2019	Clerkenwell, London	~~£495.00~~ £460.00 (until 25 Jan)	Book Now
7 May 2019	Clerkenwell, London	~~£495.00~~ £460.00 (until 5 Apr)	Book Now
This course can also be delivered on-site at your office

Course length: 1 day (9.30am - 5.00pm) includes breakfast, lunch and refreshments
* All prices exclude VAT

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Overview

Why are some new products a hit while others flop? Although there’s no fool-proof way to tell what will succeed, every digital product has a chance as long as it’s supported by research, careful planning, and hard work.

This course is an interactive and practical workshop designed to help you create a digital product or service that customers will love. It'll give you the strategies for discovering what customers want—even when they don’t know themselves, practical suggestions for developing profitable products, and easy-to-learn methods to constantly iterate a product or feature.

In plain–English, and through individual and group exercises, you’ll come away from the day with a deep understanding of the product life-cycle. Illustrated with relevant case studies, you’ll also learn about market research, competitive analysis, market and pricing strategy, product roadmaps, and the skills to manage product innovation and development.

Course Programme

Introduction & Overview

Why Products and Services fail and why they win
What is Product-Market Fit?
Applying the Product-Market Fit Pyramid to digital products and services
Overview of the Product Development process

Problem Space versus Solution Space

How problems define markets
Customer-led product development
Using Solution Space to discover Customer Pains
The Build-Measure-Learn loop

Defining Your Target Market

Choosing customer segments
Users vs Buyers
The technology adoption cycle
Customer Personas

Identifying Unmet Customer Needs

What’s the Job to Be Done (JTBD)?
Carrying our customer discovery interviews
Customer "Benefit Ladders"
Developing a "Hierarchy of Needs"

Define your Value Proposition

Successful product development means saying, ‘No’
Building your Value Proposition
Skating to where the puck will be
Predicting the future

Your Minimum Viable Product (MVP)

User Stories: Features with benefits
Breaking features down
Scoping with "Story Points"
Using ROI to determine investment
Testing your MVP with customers

Build Your Product With Agile Management

Understanding what is meant by ‘being Agile’
Scrum vs Kanban and choosing the right approach
Using Test Driven Development (TDD)

Measure Your Key Metrics

Optimisation with AB testing
Analytics frameworks
Identify the metric that matters most
Achieving profitability

Benefits

Following this training course, you will be able to:

Plan new, or enhance existing digital products and services
Confidently choose and target the right target customers
Identify customers' underserved needs
Build a winning product strategy
Define your minimum viable product (MVP)
Design your prototypes
Test your prototypes with customers
Iterate rapidly to achieve product-market fit

All attendees receive an attendance certificate, digital copies of course material and four weeks post course support online.

Audience

This one-day interactive workshop is for mid to senior-level managers, marketers, sales people, analysts, and any business leaders, who wants to gain a comprehensive understanding of the Product Development process.

Trainer

The Digital Product Development course is led by Andrew Lloyd Gordon.

Andrew is a true veteran in digital planning and marketing, having worked in the industry for over 20 years. He is a highly-experienced presenter, mentor, coach and trainer, advising many commercial and not-for-profit organisations on topics including digital planning, strategy and product management.