2 ½ days, Technopolis Ruoholahti, Helsinki.
Timeline
- 2.12.-4.12.2009 Group A
- 7.12.-9.12.2009 Group B
Agenda
Introduction
While many technology products are enthusiastically adopted by a few visionaries who are looking for competitive advantage, the story changes as companies attempt to market and sell to mainstream pragmatists. This “chasm” in adoption is where many technology companies fail. This program is designed to help your company cross this “commercialization chasm” by creating a winning market development strategy.
Key to success in crossing this “commercialization chasm” is a clear understanding and execution of 9 key strategy elements including:
- Target customer
- Compelling reason to buy
- Whole product
- Partners and allies
- Distribution
- Pricing
- Competition
- Positioning
- Next target
Program Objective
The objective of this session is to develop the knowledge and skills required to create and execute winning market development strategies in both the early market of visionaries and the mainstream market of pragmatists.
What You Will Learn
- How to understand the changing influence of buyers across the Technology Adoption Life Cycle
- How to recognize different market dynamics across the Technology Adoption Life Cycle
- How to identify your product category
- How to discern the level of discontinuity your product brings to the market
- How to place your product category in the Technology Adoption Life Cycle
- 9-point summary templates for strategy development across all phases of the Technology Adoption Life Cycle
- How to develop a winning 9-point strategy for the Early Market
- How to cross the commercialization chasm by developing a winning 9-point strategy for the Bowling Alley
Practical Application: What You Walk Away With
- Key products placed in the Technology Adoption Life Cycle
- A draft 9-point commercialization strategy for a key emerging market product that your company produces
WORKSHOP II Agenda
AGENDA DAY ONE
| 08:00 - 08:30 | Registration |
| 08:30 - 09:00 | Setting the Stage Overview of the program and agenda review Introductions |
| 09:00 - 10:15 | Principles of High-Tech Marketing Introduction to high-tech marketing |
| 10:15 - 10:30 | Break |
| 10:30 - 12:00 | Buyer behavior and crossing the chasm Dynamics of market development |
| 12:00 -13:00 | Lunch |
| 13:00 - 14:15 | Tools for Building a Strategic Framework Planning tools Strategy modeling tools Self – assessment tools |
| 14:15 -14:30 | Break |
| 14:30 -15:45 | Creating a Winning 9 Point Strategy Target Customer Compelling reason to buy |
| 15:45 -16:00 | Break Target Customer - continued Compelling reason to buy - continued |
| 16:30 -18:30 |
Reception |
| Dinner is on your own |
AGENDA DAY TWO
| 08:00 - 08:30 | Coffee and Networking |
| 08:30 - 09:00 | Review of Day 1 |
| 09:00 - 10:15 | Creating a Winning 9 Point Strategy - continued Whole Product Partners and Allies |
| 10:15 -10:30 | Break |
| 10:30 -12:00 | Distribution Pricing |
| 12:00 -13:00 | Lunch |
| 13:00- 14:15 | Creating a Winning 9 Point Strategy - continued Competition Positioning |
| 14:15 -14:30 | Break |
| 14:30 -15:45 | Competition - continued Positioning - continued |
| 15:45 -16:00 | Break |
| 16:00 -17:15 | Next Target |
| 18:30 -21:30 | Dinner “Finnish Positioning Idol” - Each company will introduce their positioning statements |
AGENDA DAY THREE
| 08:00 - 08:30 | Coffee and Networking |
| 08:30 - 10:00 | Putting it all together |
| 10:00 - 10:30 | Break |
| 10:30 -11:45 | Group strategy presentations Pricing |
| 11:45 - 13:00 | Wrap-up |
