New Product Launch and Go to Market Strategy
5.0
(5 ratings)
3 Weeks
·Cohort-based Course
Target the right buyers for your new product. Reach them through the right channels. Convince them with differentiated positioning messages.
Course overview
You think you have a great product, but who and why would buy it from you now?
🔥 Ealy bird $750 price limited to the first 10 enrollments, then $995.🔥
⚠️ The bootcamp runs for 3 weeks. The platform says 4 weeks, BUT we won't have sessions on Thanksgiving week so you can take time off.
After marketing +200 B2B tech/software products over 30 years, we’ve found that defining the right target market [positioning strategy] and launch planning are the key missing parts to accelerate P/M fit.
By defining your positioning strategy + launch plan:
1️⃣ Your market will get what you do, how you do it, to whom, and why they should buy from you now.
2️⃣ You'll be known in your industry without spending thousands on ADS and "growth hacks".
3️⃣ Your early adopters will find you.
4️⃣ You won't waste money on marketing and sales investments not aligned with your market stage.
5️⃣ Product-market fit will be easier to achieve.
6️⃣ You'll create a sustainable advantage by winning a specific market [because no matter how cool your tech is, it is easy to copy].
That's what we'll help you with during this 4-step bootcamp:
✅ Reveal the positioning strategy of the highest product/market fit opportunity — which market category, segments, and use cases provide you with a differentiated, credible, and relevant positioning to win?
✅ Define your ideal customer profile [ICP] — Once revealed how you should compete, it's about clearly defining your target, category, differentiation, needs you to solve, credibility statements, and market context.
✅ Optimize your positioning messages — What messages should you use in your pitches and web to be seen as a different, relevant, and credible provider?
✅ Amplify your reach — What is the optimal product launch sequence that will get the support of your market and industry? What channels should you build to achieve channel-market fit faster?
✅ AI toolset and tutorials to implement every step at x10 speed with tools like:
- Notion AI / ChatGTP (build key positioning messages).
- Humantic AI (find clients).
- Fathom AI (record, and transcribe research calls)
- Sparktoro (find your ecosystem of influencing players).
- Dovetail (record and classify all your research information).
All backed by the brain after the models of how humans accept and adopt innovations: Crossing The Chasm and Diffusion of Innovations.
This is for you if you're...
01
You are a founder or CEO with an unclear direction to launch and sell.
Who and how should you target to accelerate product/market fit?
02
You are a go-to-market or commercialization leader sick of launching products that return crickets.
How to launch successfully?
03
You're a product marketer or CMO pressured to launch an unproven new product.
How to accelerate product/market fit with such uncertainty?
After this action-driven program, you'll get
An in-depth understanding of priorities to achieve product/market fit faster
Master Diffusion of Innovations + Technology Adoption Lifecycle to predict how humans buy tech products and categories created - from the Crossing The Chasm model thinker.
You'll be able to assess and anticipate the best product/market fit decisions.
Clarity on where (use cases/industries), how (product, messages), and why (differentiators, strengths, market urgency) you should target
You'll learn how to score your market opportunities to focus on the highest product/market fit potential, and how to build your path towards "sustainable product/market fit".
A definition of your Ideal Customer Profile (your highest PMF opportunity)
With an understanding and description of what transformation (pains, outcomes, and goals) you are helping them achieve.
Differentiated key positioning messages to stand out in front of your ICP
You'll build a differentiated messaging platform, including:
- Problem Statement
- Top competitors
- Value Proposition
- Differentiators — Why you?
- Sense of urgency — Why now?
- Credibility statements — Why should I trust you?
- Positioning Statement
A sales pitch outline that reflects your positioning messages
Let's put all your messages and story together by answering a critical pitch question:
Should you start your pitch with the problem you solve, a market challenge, your product, or your point of view of the industry?
A definition of your distribution channels
You'll assess and identify your channel-market fit needs according to your type of product and the maturity of the market you are entering:
- PLG
- Marketing-led
- Sales-led
- Partner-led
A plan to amplify your new product launch while validating your positioning strategy.
You'll map the influencing ecosystem players in your market. Then, create an education strategy and launch sequence that incentivizes their support.
By following this plan, you'll get your market ready to amplify your launch, drive momentum and find early clients on your behalf
Faster time-to-market & reduced failure risk
We have put together proven mental models, a system, tools, and specific B2B high-tech examples to give you higher speed and reduce the risk of new product failure.
All your strategy in a workbook that you can share with your team to drive internal alignment.
As a hands-on bootcamp, you'll complete a step-by-step workbook that you can share with your team, use as your north star and reutilize for your next product launches.
BONUS: Artificial Intelligence toolset and tutorials to save time and speed up the process.
Learn how to use tools like Notion AI, ChatGTP, Humantic AI, Fathom AI, or Sparktoro to speed up your research and strategy process.
New Product Launch and Go to Market Strategy
Bootcamp Syllabus
01
Discovering Product/Market Fit Opportunities
- How to discover market opportunities
- How to interview your market and potential buyers: Who to talk to, what to ask, and what to learn.
- How to anticipate your buyer's motivations with Technology Adoption Lifecycle
- How to think about product/market fit
- How to anticipate product/market fit implications
- How to decide your PMF strategy
02
Prioritize product/market fit opportunities
- How to prioritize and select your product/market fit opportunities
- How to select your next targets to achieve sustainable product/market fit
- How to develop your brand and product to achieve sustainable product/market fit
03
Develop your unique positioning strategy
- How to analyze and define your customer scenario (Ideal Customer Profile)
- How to go about a competitive analysis
- How to build sources of authority (credibility)
- How to identify sources of long-term advantage
- How to craft your positioning statement
04
Develop your messaging and story
- How to identify the types of messages to emphasize
- How to develop your messaging platform
- How to develop your elevator pitch
- How to develop your sales pitch story
05
Define your distribution channels
- How to assess and identify your channel-market fit needs (PLG vs. Marketing-led vs. sales-led vs. Partner-led)
- Mapping channel-market fit experiments
- How to develop your content strategy
- How to develop an ecosystem strategy to educate your market, drive Word-Of-Mouth, awareness and market support.
06
Design your validation or launch sequence
- Successfully identify when to launch or validate
- How to educate and warm up your market
- How to introduce your technology / product in the market to accelerate product/market fit
5.0
(5 ratings)
What founders & product marketers in tech are saying
Karan Singh
Bernard Mouton
Akio Aida
Veronica Aldazosa
Rebeca Sanz
Julie Taylor
Lya Rebelo
Join an upcoming cohort
New Product Launch and Go to Market Strategy
Cohort 4
$750 USD
Dates
Feb 4—23, 2024
Payment Deadline
Feb 3, 2024
Bootcamp Schedule [No class on Thanksgiving week]
8-10 hours per week, 3 weeks
Enrollments Close
November 4th
#01 Discover Your Product/Market Fit Opportunities
Tue, Nov 7th - 1:00 pm to 2:15 PM ET
#02 Prioritize product/market fit opportunities
Thu, Nov 9th - 1:00PM to 2:15 PM ET
Q&A // Office Hours
Fri, Nov 10th - 1:00 to 2:30 PMET
Get live feedback on your work from instructors and peers.
#03 Design your unique positioning strategy
Tue, Nov 14th - 1:00 to 2:15 PM ET
#04 Optimize your messaging and story
Tue, Nov 16th - 1:00 to 2:15 PM ET
Q&A // Office Hours
Friday 17th - 1:00 to 2:30 PM ET
Get live feedback on your work from instructors and peers.
Thanksgiving week - NO CLASS
Nov 20 to 26th
#05 Find and select your distribution channels
Tue, Nov 28th - 1:00 to 2:15 PM ET
#06 Design your validation, technology introduction, or launch sequence
Thu, Nov 30th - 1:00 to 2:15 PM ET
Q&A // Office Hours
Fri, Dec 1st - 1 to 2:30 PM ET
Get live feedback on your work from instructors and peers.
Meet your instructors
Warren Schirtzinger
Head of Clients Strategies at Predictable Innovation.
Warren is a market strategy pioneer. He first observed and created "The Chasm" innovation-adoption model in 1989, later popularized in "Crossing The Chasm" book.
He is an expert in the Diffusion of Innovations applied to technology commercialization. Warren has developed launch and mainstream strategies for 200+ products over 30 years with his methods.
Warren has helped commercialize and position products for Apple, Adobe, and Honeywell, among other brands and startups.
Warren builds the syllabus with Jose and joins the Q&A sessions to help the cohort with his +30 years of expertise in launching innovations and creating new markets.
Jose Bermejo
Managing Partner, Founder & Fractional Executive for new products at Predictable Innovation.
I've led go-to-market strategy, sales, business development, and partner teams as Chief Commercial Officer in the USA and Europe at B2B software companies achieving 120% growth < 3 years and x3 EBITDA.
You'd probably also like to know that I'm an entrepreneur who pioneered a disruptive real estate model in Spain. Now building Predictable Innovation Strategy in the USA — the consulting boutique where Warren and I offer our services.
I am a lifelong learner of management and strategy, with an MBA from a top-3 business school and Harvard Disruptive Strategy.
But what I love to do every day [a part of crushing my workout] is to use my experience to help innovators, product marketers, and founders transform an idea into a profitable business. That's my life's mission: pushing human progress forward by helping innovations succeed.
I build and improve the syllabus and will be your instructor and workshop facilitator during the BootCamp sessions. I also join Warren in the Q&As so you get both anlges.
Questions? Drop me a line!
Your investment is 100% risk-free.
Get the value you expect, or your 100% money back
If you attend the sessions, actively participate, and still don’t find the course valuable, I'll happily refund your full payment. See FAQ for more details!
Frequently Asked Questions
What’s the refund policy?
What's the Thanksgiving schedule?
How can I "taste" what this is about before enrolling?
What happens if I can’t make a live session?
I work full-time, what is the expected time commitment?
Can I get reimbursed by my company?
Have more questions?
Join an upcoming cohort
New Product Launch and Go to Market Strategy
Cohort 4
$750 USD
Dates
Feb 4—23, 2024
Payment Deadline
Feb 3, 2024
🤖 BONUS: Master AI for research and new product marketing
Full access to 30 AI video tutorials
By joining the bootcamp, you'll get full free access to our AI-Assisted Product Marketing course ($120) https://productmarketingcourse.ai/
Use the AI tools to streamline most of the steps of the bootcamp
Learning the AI tools is a plus to accelerate all you'll learn in the bootcamp.
Download The Workbook for FREE
Download the full workbook to understand what you'll work on during the course. Here's what's inside:
- 14 assignments
- 7 templates [opportunity scoring/segmentation, positioning, messaging, launch sequence]
- Validation/launch checklist.