An intensive professional development training course on
Business-Case Writing
for New Products
Learn How to Write a Business-Case to
Win Support for the Launch of a New Product
Why Choose Business-Case Writing for New Products Training Course?
“To win support for the development of a new product, requires a written business-case which
justifies why the product should be developed and brought to market”
Development of new products is essential, but it can be very expensive and it also involves risk. A new product should only be developed if it can be proven that it has a good chance of surviving and thriving in the market.
So to justify the development and launch of a new product, requires a written business-case that takes into account the opportunities and challenges that currently exist, or might arise, in the market.
Anyone who is required to write, present, or contribute to, a written business-case for a new product, should attend This Business-Case Writing for New Products training course. It will equip you with the insight to address the right issues in the market and use them to justify your proposals in a written business-case.
You will learn how to research the business-case, structure it and write it.
This Business-Case Writing for New Products training course will feature:
- A process to construct a business-case
- How to identify the market factors that must be considered
- Defining a strategy for the business-case
- Advice on writing and presenting the case
- How to win support for the case
What are the Goals?
By the end of This Business-Case Writing for New Products training course you should be able to:
- Understand the market challenges that new products face
- Recognise the essential market factors that underpin a business-case
- Judge the product idea in terms of potential market success
- Describe the elements of the case
- Write a business-case document
- Justify a business-case for a new product
Who is this Training Course for?
This Business-Case Writing for New Products course is for senior managers, middle managers, marketing executives and anyone else who wants to learn how to create and present a business-case for a new product in Business-to-Business (B2B) markets and will greatly benefit:
- Marketing directors who want to build business-cases that reflect market realities
- Product managers who need to build business-cases for new products
- R&D managers and other executives involved in the new product development process
- Finance directors and others who have to assess business-cases
- Business owners and inventors who want to increase their success rate in the market
How will this Training Course be Presented?
This Business-Case Writing for New Products training course will be presented using a combination of formal presentations, discussions, role-playing and syndicated exercises. Video and case-studies will also be used.
A major differentiator in this programme is that it is highly practical, and delivers real-life examples drawn from the presenter’s many years of experience in sales and marketing consulting for leading global B2B companies. >Explore our Business Operations Training Courses)
The Course Content
Day One: The NPD Process and Risk
- The new product development process
- The market risk in new product development
- Principles to follow to reduce risk
- The role of a business-case in product development
- How to construct a successful new-product business-case
- What the business-case should contain
Day Two: Potential Success in the Market
- Welcome to the Dragon's Den
- What dragons look for and why
- Here is your new product idea
- Researching the market to identify feasibility
- Scoping and describing the potential market
- Understanding market drivers and their impact
Day Three: Understanding Market Factors, Potential Impacts and Customer Requirements
- Understanding market drivers and their impact (continued)
- The potential impact of customers and their effect on the business-case
- Assessing the sustainability of price and value
- How competitor responses might affect the case
- Recognising internal limits and capabilities
- Resources and changes to make the business-case realistic
Day Four: Defining What is Needed to Make the Case Viable in the Market
- What is required for the case to succeed in the market?
- Objectives of the business-case
- What strategy will be required to support the case?
- Justifying your case
- Risk and contingencies to include
- Financial investment and expected outcomes
Day Five: Resources Required for the Case to Work
- Internal resources and adjustments required
- Opportunity-cost time money effort
- Writing the case
- Presenting the case
- Selling the case
- An outline plan to win support
The Certificate
- AZTech Certificate of Completion for delegates who attend and complete this course
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