Business and Market Planning

1 Day


Cohort-based Course

Effectively contribute and lead product management's strategic planning activities using PMTK's best practices and tools.

Course overview

Advanced Business and Market Planning

In this highly interactive and practical course, you will learn to formulate plans that evaluate market opportunities (Business Case) and shape the resulting sales and product marketing efforts (Market Plan).

Who is this course for


New Product Managers

You are new to product management and seeking tools and best practices to work efficiently.


Experienced Product Managers

You have been working in PM and want to elevate your knowledge and potential with a solid methodology.


Aspiring Product Managers

You want to move into product management and need to build a clear and consistent understanding of the domain.

Key outcomes

Author Business Cases

Apply a structured approach to generating business cases that evaluate potential market opportunities at the product level.

Author Market Plans

Apply a structured approach to generating market plans which describe the long-term goals and messages delivered to the target market relative to a particular company or product.

Perform Market Segmentation

Efficiently conduct market/customer and market/product segmentation according to the Blackblot PMTK Methodology™.

Chart Product Marketing Roles and Teams

Identify the different product marketing roles and team models and how companies apply them.

Design Effective Value Propositions

Learn the value concept, value formula, and types of value to generate targeted value propositions for your product and company, based on the PMTK Value-Marketing Model.

Optimize Product Positioning

Create clear positioning statements to identify your product's unique strength and build a long-term identity for customer ownership.

Review PMTK Templates

Discover the Blackblot Product Manager's Toolkit® (PMTK), a comprehensive set of models and professional templates to create successful market-driven products.

Meet your instructor

Gabriel Steinhardt

Gabriel Steinhardt

Founder, Author, Public Speaker. Developer of the Blackblot Product Manager's Toolkit® (PMTK) Methodology

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Course syllabus



  • Planning Fundamentals
  • Planning Principles


Business Planning

  • Business Case Overview
  • Business Information
  • PMTK Product Tree Model
  • Market Segmentation
  • Business Advantages
  • Barriers to Entry
  • Impact Assessment
  • Risk Assessment
  • Financial Outlook


Business Case Delivery

  • Structured Presentation
  • Key Considerations
  • Business Case Template


Market Planning

  • Definitions
  • Value Concept
  • Competitive Advantage
  • Corporate Quality
  • Product Quality
  • Product Positioning
  • Value Documents


PMTK Value-Marketing Model

  • Market Plan
  • PMTK Marketing Messages Model



  • Master Templates
  • Product Marketer Profile
  • Key Lessons

Course schedule

4-6 hours per week
  • Monday/Tuesday/Thursday

    8:00am - 10:00am Eastern Standard Time

    • Two weeks, 2-3 sessions per week, each session is 2 hours.
    • Five sessions with a total of 10 hours over two weeks.
    • Attendance is required.
  • Office Hours

    • The instructor will host office hours outside of the lessons throughout the course to provide additional time to answer student questions.
    • Attendance is voluntary.

Included in the course (free of charge!)

Included in the course (free of charge!)

Blackblot Product Manager's Toolkit™ (PMTK) templates

Login credentials to the Blackblot Product Manager's Toolkit™ (PMTK) professional template collection.

Blackblot Product Management Professional™ (BPMP) certification

Login credentials to the Blackblot Product Management Professional™ in Product Marketing certification test.

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Business and Market Planning


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