Cohort 3 - Fall 2024

One of it's kind practical course to nail your product positioning and all what comes with it: landing pages, pitch decks and GTM strategy

Tata (Tatevik) Maytesyan

Product Positioning Workgroup

Nike

Deloitte

Picsart

Sololearn

Many founders, marketers and product managers with great ideas or an amazing technology struggle to find the right customers for their product or grow it fast. In fact, according to a CB Insights report, lack of market need is the most common reason for startup failure. In 42% of cases, failed startups created a product or service that didn’t meet a real felt need in the market. It is also the case for feature or campaign launch. Navigating product market fit is not just about having a great digital marketing campaign or building an advanced technology. It starts from building the right product for the right group of people and communicating it in the best possible way. That's where "Unique positioning for your product" course comes in.In this course, you will: 🚀 Get clarity about market analysis, segmentation and trends to focus on🔍 Master the art of customer interviews to get actionable insights.🎯 Define clear product features and value propositions to communicate💡 Set-up the testing for the product or feature📖 Craft compelling product story for your pitch deck, demo, landing page or marketing plan Over the span of 4 weeks you will have access to 20 modules, 2 guest lectures and bi-weekly live office hours with Tata. Plus free access to:🎁 Pitch deck or landing page review and feedback🎁 Hands on positioning templates, GTM checklists and user interview guides🎁 Practical guide "how to use AI for marketing" All sessions are recorded - you can access it no matter what time zone you are in and how busy your schedule is. Course is designed to be hands on with well rounded approach to product positioning and will include slide presentation, checklists, templates and live Q&amp;As. Ready to rewrite your product's value proposition? Enroll now and redefine success on your terms.

Are you offering the right product to the right audience?

For early stage founders and tech leaders looking to bridge business knowledge gap, get pragmatic frameworks to build the right product

For product and marketing managers who are tasked to launch features and campaigns, create demos, landing pages and make it successful.

not a great fit for serial entrepreneursprofessionals, not expecting to work hands on

This course is

What you’ll learn

Review the core principles of product design, product positioning frameworksLook at industry and my practice examples how right product positioning drives growth

Understand product positioning and it's impact on growth

Market analysis, segmentation and trends to focus on

Chose market category and segment 

Or a big budget. Yes, you heard it right. Right after we cover some theory about types of research, guides questionnaire samples.You will also run your own project customer research.

Do research without a research team or a big budget

How to talk about the product benefits and test messaging, using basic understanding of human psychology

Use Communication hacks

We will get into the details how and which tools aside from ChatGPT to use to make your job faster.

How to leverage AI tools

Once you have product positioning defined, you can use industry leading examples of pitch decks and website wireframes to design yours.You will also get access also my custom GTM frameworks and plan samples to define your product's strategy.

Build website, pitch deck and GTM plans

Clear and easy to use frameworks and techniques + feedback on your website, pitch decks, GTM plans

Interactive feedback & special material

We will first discuss what is product positioning and how it helps you get your product market fit. And then cover all things frameworks, toolkits and how-to methods. Homework: your product deep dive using framework provided, it's features and value adds.

The Basics

In this module you will get a workbook to fill out and we will be going step by step through market overview, to competitor analysis, defining target segment and building questionnaire for your user research. Homework: fill-out first section of your workbook based on the frameworks provided: market segment data, research, insights from customers

Market and competitor analysis

There is nothing more important than obsessing over your customer group. Who they are? what do they do in spare time? what is important for them?We will review types of user research and quest-re examples. Homework: with quest-re ready, your next step is field work - you will go out there and talk with your current or potential customers.

Consumer deep dive and research

This will be our time to put all things together - your market research, your consumer insights and then using some of the frameworks experiment with your product story. You will walk out from this session with few ideas of how to position your product or feature.

Product positioning - building it!

When your product positioning is ready, you understand who your target audience is - next thing will be acquisition.We will learn together how to take all of the materials you have and define all pieces of story you tell - the narrative. We will also discuss how this could be used in identifying marketing channel mix and acquisition strategies.

From positioning to story

Run tests with your product positioning options and your narrative. Launch &gt; learn &gt; iterate &gt; test again

Testing and editing loop!

Course syllabus


President & Founder, Oxford University FemTech Society, UK

Accelerator Program Coordinator, FemTechLab, UK

What people are saying

18:00-19:30 CET/ 10:00 - 15:00 CET

Nov 12 - Nov 26, 2023

Expect to dedicate some time for homework

Weekly projects

Course schedule

Meet your instructor

This course builds on live workshops and hands-on projects

Active hands-on learning

You’ll be interacting with other learners through breakout rooms and project teams

Interactive and project-based

Join a community of like-minded people who want to learn and grow alongside you

Course completed by

About this course

Get notified about the next cohort

Learn from live sessions