An intensive professional development training course on
Successful Technical Innovation
Innovating Products that can Succeed in the Market
Why Choose Successful Technical Innovation Training Course?
This Technical Innovation Training Course is designed to bridge the gap between technical expertise and market understanding, which is essential for achieving commercial success in the B2B sector. While technical innovation is critical for developing new products, many technically sound solutions fail due to a lack of alignment with market needs and customer expectations. Successful innovation not only demands technical expertise but also requires a clear focus on the market from the earliest stages of product development.
This Technical Innovation Course teaches participants how to make market-driven decisions that maximize the commercial viability of new products or solutions. By integrating market knowledge into the innovation process, attendees can avoid costly missteps and ensure that their innovations deliver meaningful value and profit to their organizations.
This Successful Technical Innovation Training Course Will Feature:
- Strategies for helping technical experts and product managers become more market-focused.
- Techniques to thoroughly understand the market for potential new products or services.
- Methods to integrate market knowledge into the new product development process.
- Steps for creating a compelling business case to justify investment in new technical products.
- Guidance on crafting an effective product marketing strategy and plan.
- Best practices for utilizing the product marketing mix to drive market success.
What are the Goals?
By the end of this Technical Innovation Certificate program, participants will be able to:
- Avoid the pitfalls of developing technically sound products that lack market viability.
- Integrate market considerations into the product development process from the outset.
- Embed both market and commercial thinking into every stage of innovation.
- Construct a persuasive business case to secure investment in new products.
- Develop a viable product strategy to enhance market acceptance.
- Create a detailed product marketing plan to manage product success in the marketplace.
Who is this Training Course for?
This Technical Innovation Course is invaluable for senior and middle managers, product and marketing managers, and technical experts involved in developing and approving business cases for new products. The course is particularly beneficial for:
- Senior and middle managers across multiple disciplines involved in new product development.
- Product and marketing managers looking to align technical innovation with market demands.
- R&D managers and technical experts aiming to understand market-focused innovation.
- Sales and key account managers who interact directly with customers.
- Members of new product development teams who shape and implement product ideas.
How will this Training Course be Presented?
This Technical Innovation Training Course employs a variety of interactive and practical learning methods, including formal presentations, tools, templates, videos, and real-world examples from B2B companies. Attendees will engage in hands-on exercises, participate in discussions, and have the opportunity to ask questions to ensure full comprehension of the material. Designed to be more than just theoretical, this course provides attendees with a structured, step-by-step process that allows them to apply the concepts learned directly within their own organizations. Each session builds logically on the previous one, enabling participants to construct a cohesive approach to technical innovation that is ready for real-world application.
The Course Content
Day One: How to Make Technical Innovation Succeed Commercially in the Market
- Making technical invention work commercially
- Why a market-focused approach to innovation is essential
- What you should know about the market and why
- Market impact
- Customer impact
- Competitor impact
Day Two: How to Make Technical Innovation Succeed Commercially in the Market
- Market stakeholder impact
- Estimating the size of the potential market for a new product
- Discovering what must be achieved for a new product to succeed in the market
- Prioritizing market key success factors
- Assessing the organization's capability to succeed in the market
- Impact of a new product on the product portfolio
Day Three: How to Build a Credible Business Case for a New Product
- Understanding the stage-gate product development process
- Using a 'Dragons Den' approach in the stage-gate process
- How to construct a credible business case
- What a business case should contain and why
- How to present a business case
Day Four: How to Create a 'Go to Market' Strategy and Plan for a New Product
- Strategy and how it works in a market
- Setting market objectives for a new product
- Defining the 'go to market' strategy for a new product
- Specifying target groups and positioning the new product
- Constructing an integrated marketing mix for a new product
- Defining the new product, its value proposition and its role in the portfolio
Day Five: New Product Marketing Plan – Continued
- Determining the pricing strategy for the product
- Specifying the marketing communications tools and messages to promote and sell the product
- Managing distributors to win preference for the new product
- Applying the marketing solutions mix
- Scheduling the plan and applying resources
- Specifying the budget and financial outcomes
- Contingency planning
The Certificate
- AZTech Certificate of Completion for delegates who attend and complete the training course
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