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Successful Business Cases: Hands-On

Key Information

  • Level: Intermediate (Level 2)
  • Duration: 3 Day Course
  • Delivery: Instructor led with hands-on
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Familiarity with key marketing principles, particularly use of tools such as PEST, TOWS, segmentation. Also some understanding of marketing mix.

Outline and Objectives:

  • To demonstrate and practice a practical approach to developing successful business cases through a 3 step process
  • To develop outline business cases for at least 1 new product or service the firm can approve for further development and take forward.
  • Hands-on use of marketing practices in a controlled and coached environment

The course creates a framework for building a business cases from initial concept to approval for full development. It ties together the marketing aspects with strategic justification and the importance of stakeholder engagement to identify and optimise the opportunity whilst minimizing the risk.

This course is highly beneficial to growing organisations that have ad hoc development processes seeking to create a formal methodology to ensure best use of company resources, diligent selection of best development opportunities and whole business alignment without creating bureaucracy.

Who Should Attend:

Anyone involved directly in the process of bringing ideas for new products and services to market, such as product marketing, product management, business development, or product strategy. Also suitable for non-marketers who are involved as key stakeholders in the development process

Course Contents:

  • Drivers of product & service development: product life cycle, external influences, stakeholders,
  • What to develop for where and why? Product life cycles, BCG & Ansoff matrices, competitive strategies
  • Why formalise the development process? Impact of uncontrolled development and benefits of a formal process. Sources of innovation & capturing ideas.
  • Market analyses: macro, micro, PEST, 5 forces (team exercise)
  • Bringing together the external and internal (TOWS, capability assessment, including team exercise)
  • Competing for resources; internal stakeholder analysis (optional exercise), importance of the business case, development funnel.
  • The business case process: idea to approval, developing a proposal, stakeholder management and engagement, supplementary documents, Product Requirements Document
  • Outline Business Case: initial view from market research, competitor analysis (optional exercise), high level segmentation for market opportunity quantification, financial justification, strategic fit, value proposition. (main practical exercise)
  • Presentation of Outline Business Cases to Development Board.
  • Full Business Case: using segmentation, financial requirements, assumptions, value proposition, identifying touch points (team exercise), development methodology.

What customers say...

"It was a very revealing session. It delivered perfectly on my expectations"

BD, DDB Lagos

"(Instructor) knowledge excellent, and everyone had fun"

JP, Ascom Wireless Services

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AL, UK Government

"...a huge knowledge of the subject, and explains things superbly..."

SR, Ericsson

"Very knowledgeable...have learnt much more than I expected..."

DH, UK Government

"Really enjoyed the course..."

YD, Virgin Media

"Many thanks for a wonderful course...I thoroughly enjoyed it..."

ND, Commonwealth Telecommunications Organisation

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IW, Cable and Wireless

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PK, Vodafone Group

"A good start to understanding the NGOSS framework"


"Very well explained, and made it make sense to a newcomer to telecoms"

SG, Home Group

"...knew his subject in depth, with technical knowledge to add..."

GD, Smith Barney

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TR, Ericsson Services Limited

" we received from colleagues was very positive: instructor, quality, materials, content and facilities. Thank you..."

VC, Hewlett Packard

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MM, Siemens

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PM, Orange

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KP, Virgin Media

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MT, UK Government

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RG, Hewlett Packard

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PD, TalkTalk

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DH, UK Government

"...Thank you, excellent presentation of course..."

LK, Ericsson

"Nice and informative introductory course"

CO, MTN Nigeria

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KM, Ascom Wireless Services

" to customise to our requirements in short order....very impressed..."

KP, Central Government

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KA, Dimension Data

"Very knowledgeable"

CH, UK Government

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PS, Intelsat

"Instructor could answer any question...would gladly recommend strongly"

MT, UK Government

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