Essentials of Product Management Training, Sydney

Course Overview
Brainmates, Australia’s leading product management experts, bring to life the fundamentals of a best-practice product management methodology. The 3-day course is teeming with interactive exercises and case studies from their consulting practice, which serves a diverse cross-section of industries. Participants of this practical course will learn how to apply smarter market-centric approaches to both their new product development projects and day-to-day activities.
Learning Outcomes… Show more
Participants will learn the following:
A clear structured thought-process from ideation through to product launch planning
How to quickly gather many fuzzy product or business ideas and uncover which are the most worthwhile to explore further
Research the world of their target customers to uncover their unmet needs
Articulate the market and product requirements for product design, development and marketing purposes
Effectively plan the product delivery and go-to-market activities
Maximise their efforts in juggling day-to-day activities, monitoring their product performance, keeping up to date on their market and managing stakeholders.
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Course Syllabus
During the 3 day training session, participants will learn what is required to take new products and services to market as well as manage products for growth. Â
What is a Product?
This session provides a clear definition of what is a ‘product’.
What is Product Management?
This session provides a clear definition of the core responsibilities of the Product Management within an organisation .
Key Product Management Concepts
We walk through several concepts such as ‘Valueâ€*, “Marketâ€*, “Customerâ€*, “Minimum Viable Productâ€* which are the foundation of good Product Management.
Product Strategy
This session covers the types of strategy, the definition of product strategy, how to formulate and use one.
A. Brainmates Product Management Framework
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The Brainmates Product Management Framework provides Product Managers with a process, a body of knowledge and practical tools for the successful delivery of new products and services into the market. It steps through:
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          A.    Product Innovation
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          B.    Product Design
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          C.   Product Implementation Â
During the course, we step through the above three phases of Product Delivery and their respective distinct stages of the Brainmates Product Management Framework. The Product Manager will learn how to effective plan and quickly respond to changing market conditions when delivering, marketing & maintaining successful products.
A. Â Â Product Innovation Phase
Product Innovation starts with great ideas that deliver new value to a market place. This session demonstrates that “Innovation thinkingâ€* is an integral part of the Product development, and seeks to select the most attractive ideas from a sea of possibilities.
Product Innovation Output :  “Opportunity Assessmentâ€* that describes how the product idea will create value for a Target Market and deliver a measurable benefit to the Organisation.
·         Ideate
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Ideas come from everywhere. Product Managers must learn how to harness and filter ideas. At the end of this stage, ideas are ranked using a market driven prioritisation model for the business to review
Outputs - Ranked “Seed Ideasâ€*
 ·         Explore
As part of the innovation process the Explore stage will test the robustness of an idea in the context of external market conditions to ensure that it has the potential to deliver significant value to a Target Market.
A quick market review is required to determine if further investment should be made exploring the idea. Ideas that are not attractive are discarded or placed.
Outputs include:
o   Market Analysis
o   Market Segmentation
o   Competitive Review
o   Environmental Review
o   Idea Approval
 ·         Focus
If the idea has some merit, the next stage is to assess the opportunity more rigorously. During the Focus stage, Product Management must determine how to extract value from the market and determine the return on investment for the business. The idea is converted into a product and Product Management begins to prepare a DRAFT Business Case to further evaluate the product for the business.
Output – An “Opportunity Assessmentâ€* paper that, in addition to the outputs of the previous 2 stages, includes:
o   Strategic Alignment
o   Value Model
o   Benefits Sizing
o   Draft Sales / Marketing Plan
o   Draft Product Concept
o   Risk Assessment
o   Recommendation to Proceed
B. Â Â Product Design Phase
The Design component of the course focuses on understanding customers and their behaviour in their environments to define a product that solves a problem.
Outputs:
o   High Level Solution design – Describing the detailed product concept.
o   Business Case – Developed from the Opportunity Assessment, this document includes the projections for the investment return.
·         Immerse
Immersion provides participants with techniques for uncovering deeper customer problems.
Outputs include:
o   Personas
o   User Scenarios
o   Task Analysis
o   Market Requirements Â
·         Define
The Define stage provides participants with tools to articulate and communicate the product and service feature sets to the development team.
Outputs include:
o   Product Requirements
o   Business Requirements
C. Â Â Product Implementation
Implementation is the final step of the successful delivery of a new product or service.
Product Management works closely with development teams to deliver new products and services to market. This session speaks to various development methods and how might Product Management interface with Development.
·         Build
Steps through various Development theories and provides practical tools to work with methods such Waterfall and Agile
·         Prepare
This session focuses on preparing the internal business and the external market for the launch of the product.
Outputs include:
o   Market Strategy
o   Value Propositions
o   Product Positioning
o   Communications Planning
·         Launch
Launch teaches participants to prepare for the actual launch of the product or service.
Outputs - Launch Checklist
Day to Day Product Management
This session teaches participants how to structure their day to day activities to drive market penetration. These include:
·         Product Strategy
·         Product Marketing
·         Reporting
·         Assessing market reaction
·         Providing Product expertise to the organisation

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