2 days, Oct 12-13, Scandic Continental Helsinki

>> Agenda - Day 1
>> Agenda - Day 2

An internationally acclaimed workshop for ambitious Entrepreneurs, CEOs and their executive management teams from innovative, fast-growing companies.  The workshop features lectures, case studies, interactive discussion, “hands-on” exercises, and the opportunity to build the foundation for a significantly enhanced marketing plan and ongoing capability.

“Effective product marketing leadership” is the foundation for sustained success and depends on:

• The ability for companies to clearly articulate who are their target customers, and to develop a plan to align their organization’s resources to create extraordinary value, is what distinguishes great companies from mediocre firms.
• Developing a plan that leverages the company’s assets to develop offerings -- be they products or services -- is the road map for the company’s success.  In this workshop, you will learn proven techniques to develop such a plan that will produce exponential revenue and profit growth.  

Program Objective

The objective of this session is  to teach ambitious entrepreneurs, CEOs and their executive management teams to become much more effective in creating an outward oriented company that focuses on understanding and continually meeting the needs of its customers in a mutually beneficial and sustainable manner. Also to assist new and experienced entrepreneurs and their management teams to think about their businesses differently and enhance their company’s plans, capabilities and culture by challenging them in ways they may not have been doing in the past. 

What You Will Learn

• Definition of Entrepreneurial Product Marketing: What it is and what it is not; and why it matters
• The Role of Entrepreneurial Product Marketing in well run entrepreneurial ventures
• The Implementation Framework for Entrepreneurial Product Marketing
  • The often overlooked starting point
  • The definition of ‘technology push‘ vs. ‘market pull’ and the significance of each
  • Potential options to competing and how to chose the appropriate option
  • The elements of the marketing plan
• The importance of business models and examples of different varieties
• The appropriate role of Marketing Communications
• Multiple Case Studies to demonstrate the application of the Implementation Framework and the art of making adjustments
• Key Concepts for Entrepreneurial Marketers
  • The important principals of “Crossing the Chasm” and how to apply them
  • The relevant lessons of “Blue Ocean Strategy” and how to integrate them into your planning
  • Pricing guidelines
• Interactive construction and application of the elements of the Entrepreneurial Product Marketing plan
• Presentation of Outline for Marketing Plan
• Personnel requirements for successful deployment of an ongoing Entrepreneurial Product  Marketing Operations

Practical Application: What You Walk Away With

• To achieve rapid, profitable and sustainable growth, a company needs a strong marketing plan which results from Entrepreneurial Product Marketing (EPM).  It is the first job of a CEO and the executive management team to build a market plan that clearly identifies who are the company’s target customers, what the company’s offering will be, what value this offering delivers to the customers, how it will be profitable for the company as well, how the company will retain a competitive advantage in delivering this value, and what resources are needed to allow the company to fulfill this plan.  The ultimate responsibility for this plan rests with the CEO and cannot be outsourced or delegated.
• While a plan must be developed, equally important is developing a culture and capability for entrepreneurial marketing because ongoing adjustments and changes will certainly be required and the company has to be able to adapt successfully to new market information.
• EPM is not marketing communications.  EPM is about determining the right product-market map for your company and then deciding how to deliver against it.  Brochures, web sites, public relations and logos come after this work. For marketing communications to be done effectively, EPM needs to be done first.
• The number one reason small companies fail is a lack of focus.  Everyone likes to select markets but only the professional and disciplined product marketeer understands that to be effective you also must aggressively deselect markets.
• EPM is your company’s North Star that provides the guiding light for the rest of the company.  If it is not clear and correct, the rest of the company will be sub-optimized.

AGENDA OF THE PROGRAM

DAY 1

Monday, 12 October - The Basics and Examples in the Real World

DAY 2

Tuesday, 13 October – Specifics, Execution & Customization