Strategic Product Market Fit

In the world of business, it is all about your product achieving product-market fit. There is a market demand for what you’re selling, and people are willing to pay for it because your product is better than the alternatives.

In the public sector, achieving product-market fit is about adoption. Your citizens are motivated to adopt your digital product or service because it meets their needs.

Experienced practitioners will provide insights.  Opportunities will be provided to equip yourself with practices and techniques to help evolve your products and services to ensure product-market fit.

• Learn to develop a product market fit strategy and support it with a valid business case
• Learn to improve customer-product intimacy by leveraging various social signals to build product features and how to market them
• Learn how to create measures and indicators that may be used to drive and ensure product market fit
  
   

This course is designed for: 

• Professionals who are involved in product planning, product design, product development and product marketing at all levels including product managers, product marketers, product engineers, sales and marketing personnel
• Professionals including programme managers and project managers who intend to expand their skills or want to move into the discipline of managing products

Prerequisites

• Professionals with an interest in product management concepts, or
• Professionals managing product teams and involved in product design processes and techniques, or
• Professionals with working experience in project and programme delivery

What to Bring

Participants must bring their internet-enabled computing device (laptops, tablet etc) with power charger to access and download course materials.

If you are bringing a laptop, please refer to the full tech spec here.

• Business Development & Needs Analysis
• Product Go-To-Market
• Product Strategy

• Digital Business Analyst
• Engagement Manager
• Product Manager

The course will cover the following topics:

The course will focus on qualitative and quantitative aspects of product market fit. Participants will learn how to adopt a strategic customer-centric model to create and sustain value for customers and achieve market growth. This course will cover key techniques on how to leverage customer and market segmentation, product iteration, omni-channel experience, and data-driven decision making to achieve product market fit.

Reinforcement of the learning outcomes will be accomplished through workshops to allow participants to practice the various techniques taught in class. All workshops will form part of the overall assessment.

• Concept and definition of the Customer Voice
• Key factors that facilitate listening to the Customer Voice
• Insights on how to leverage the use of data-driven decision making
• Measures and indicators for product market fit using the Customer Voice
• The techniques will include the following:

1. Cost-Benefits Analysis
2. Kano Modelling
3. Customer and Market Segmentation

Customer Engagement 

• Concept and definition of Customer Engagement.
• Customer Engagement strategies and techniques to help gain competitive advantage
• Concepts of “value” and “superior perceived value”
• Measures and indicators for product market fit using Customer Engagement
• The techniques will include the following:

1. Moments of Truth (MOT)
2. Customer Lifecycle Marketing Strategy
3. Customer Decision Journey

Customer Validation

• Concept and definition of Customer Validation
• Factors, benefits and implications when developing a Customer Validation strategy
• Product tests that provide comprehensive coverage of product quality, interoperability and user experience
• Measures and indicators for product market fit using Customer Validation
• The techniques will include the following:

1. Agile Product Iteration Model (Plan- Develop-Evaluate-Learn)
2. Build-Measure-Learn Loop Model 
3. Alpha Tests/ Beta Tests/ Field Tests

• Factors that influence the buying decisions of the customer
• Relationships between the product market fit strategy and product development
• Organisation agility and alignment vis-à-vis product development 
  
   

With effect till 31 Dec 2022

With effect from 1 Jan 2023 till 31 Dec 2023