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Post-Conference Workshops
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Download Conference Brochure
(606kb, Acrobat .pdf)
Can't attend?
Consider bringing our onsite
workshop, "Market Driven Product
Definition" to your company. This highly practical
seminar is convenient and cost-effective for a group of 8 or more
participants. Click the workshop title above for
details.
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Post-Conference Workshops
- Tuesday,
Nov. 9 -
1:30p - 5:30p -Workshop A
(half-day)
- Executing Real-Time Customer Feedback Programs - w/Michael
Shoppel, BetaSphere
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Wednesday, Nov. 10 -
(choice of two)
8:00a - 4:00p -Workshop B
(full-day)
- Choice Model - w/Sheila Mello, Product Development
Consulting, Inc.
8:00p - 4:00p -Workshop C
(full-day)
- Outcome-Based Logic - w/Tony Ulwick, Stratagyn Consulting
Workshop Descriptions:
Workshop A
(half-day)
Executing
Real-Time Customer Feedback Programs In High Tech Environments: Common
Traps and How to Avoid Them
Instructor:
Michael Shoppel, President
and CEO, BetaSphere
Real-time feedback from customers is
essential for product and service development teams to understand
customer needs—especially in high-tech environments where the market
changes rapidly and competitors are lurking around every corner. This
workshop will illustrate how marketing and product development teams can
successfully work together to consistently meet customer requirements on
time with superior quality—and fewer post-launch support issues. You
will learn:
How to combine customer
feedback best practices and the Internet to more rapidly understand
and validate the technical readiness and market acceptance of your
product or service
Six steps for managing the
customer feedback process: Define>Recruit>Collect>Manage>Report>Act
How to identify the factors
which have the greatest influence on the success or failure of real
time customer feedback initiatives
How to turn the Internet’s
collapse of available time into a competitive advantage in
identifying and acting on customer needs
Workshop B
(full-day)
Choice
Model: Choosing The Right Product Definition Approach For Your Customer
and Your Company
Instructor:
Sheila Mello, principal,
Product Development Consulting, Inc.
This practical seminar will enable
you to make more intelligent choices in the design and development of
individual products, and in the overall selection of your development
portfolio based on the type of product you are developing, the market
you are serving, and the resources and core competencies within your
company. Ms. Mello will share with you a "choice model" for product
definition based on extensive work with Fortune 100 companies in high
tech, medical device, consumer goods, and industrial, and service
companies. You will formulate an approach to product definition that is
right for you—and your customers— by answering the following questions:
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What do I do if my product is a commodity?
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Are there different techniques for penetrating new markets,
expanding existing markets, or pulling market share away from
competitors?
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Whose job is it to visit and interview customers—sales, marketing,
product development—or all of the above?
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How much information about the customer is enough to begin
development—and how do I know when I’ve reached that point?
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Do I need statistical significance in order to prioritize my
customer’s requirements?
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How can I maximize my available budget resources to implement an
effective customer centered process?
Workshop C
(full-day)
Outcome-Based Logic: A Revolutionary Approach For Translating Customer
Needs Into Customer Value
Instructor:
Tony Ulwick, President, Strategyn Consulting
This workshop introduces the
revolutionary technology that Fortune 100 companies are using to
overcome the natural barriers to creating breakthrough products and
services. This proven approach to new product development, product
positioning, and product redesign applies an advanced strategy
formulation technology that is grounded in science, statistics and
Outcome-Based Logic. Participants will learn:
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How to break down the three natural barriers that consistently
inhibit the creation of breakthrough products and services.
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A method of gathering needs and defining requirements that separates
potential solutions from desired customer outcomes
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How to identify your company’s desired competitive position and then
systematically work toward the defining product concept that will
enable you to occupy that position
-
A means to replace politics, faulty intuition, and argument with the
facts and logic that create a basis for agreement and a
customer-driven culture
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