Public Product Management Training Day 1:
Selecting a Winning Product

Which new ideas do you develop into full product offerings? It’s a mission critical decision for your company. Selecting the right product ideas means increased sales, improved profits and huge efficiency gains across your company. Day one of Tarigo’s product management training course focuses on answering this key question. By defining a framework that enables a product manager to take all new product ideas and apply a consistent set of market-focused metrics, Tarigo’s product management training provides companies with the tools and techniques that enable them to critically assess the merits and likely success of each new product idea.

The Role of the Product Manager

This introductory session sets out to define the role of Product Management. Detailing the characteristics of a successful Product Manager, delegates learn about some of the common issues that product managers face and how best to deal with them, where to focus their efforts to be most effective, and how to balance short-term tactical issues with the longer-term strategic activities that form part of their job.

Key areas covered:

• The role of product management
• Qualities of a successful product manager
• Technical capabilities
• Commercial capabilities
• Communication skills
• People skills

Market Segmentation and Sizing

For any given product, it’s essential to define who your customers are, how to reach them, and what to say to them. In this session, delegates learn techniques that enable them to clearly define the market segments they serve and the value of understanding the different drivers and needs for each segment.

Delegates then find out how to create a credible and defensible estimate of market size. Using top-down research-driven data, supported by bottom-up unit-price data, delegates are taught how to build a detailed view of the available market, and derive a credible revenue estimate from this.

Key areas covered:

• Market segmentation
• Market sizing

Market Analysis

Product managers must decide whether certain features, products or even markets are attractive enough to warrant further investment. Making the right decision requires detailed market analysis. In this session delegates learn how to carry out detailed market research and critically appraise the likely success of new products using market focused metrics. Characteristics such as channel readiness, barriers to entry and spend alternatives are considered as a complete picture of the product opportunity is built.

Key areas covered:

• Primary market research
• Secondary market research
• Assessing product opportunities

Competitor Analysis

Understanding your competition gives you an edge; it helps clarify your own competitive advantages, gives you an indication of their past, present and future product strategies, and it helps you develop strategies to outmaneuver them. In this session, delegates find out how to acquire and evaluate detailed competitor information, how to carry out effective competitor analysis at both a product and a strategic level, and how to make this accessible and useful to the sales team through tools such as battlecards.

Key areas covered:

• Gathering competitive information
• SWOT analysis
• Understanding competitor objectives
• Product analysis

Pricing and Business Case Building

How do you set a price for your product? There are a number of different techniques, each with their own pitfalls. In this session, delegates are taught how to build pricing strategies, and how to price products using cost-plus, value-based and competitor indexing methods. Business case building is also introduced as a tool to help define the financial benefit your product delivers to your customers.

Key areas covered:

• Pricing techniques
• Building a pricing strategy
• Business case building
• Licensing models

"This course does a great job in making Product Marketing professionals step back and evaluate how well they are performing relative to a solid benchmark. Should be an annual requirement for all Product Management staff!"
James Kinnard, Product Marketing, Sabre Holding PLC

"I really enjoyed this course and found it really relevant to my job. It was also great to meet other people who do the same job as me and share their experiences."
Fariha Hayat, Nexphase Product Manager, Enigma Health

"An excellent, informative and friendly course. I left feeling much more confident and pro-active about my role within the company."
Steve Lewis, Product Manager, Cimage NovaSoft