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Complete Product Management Bundle

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38

Skillsets to Shift Your Career to Product Management

Develop the Skills You Need to Break Into a Lucrative Product Management Career

By Raj Karamchedu | in Online Courses

Product Management is an increasingly vital skill-set for companies to possess, and many high-paying positions are becoming available across different fields. This course specifically focuses on day-to-day Product Management skills for B2B companies. You'll learn to think like a Product Manager so you can ace your next Product Management interview!
  • Access 13 hours of video & 38 lectures
  • Understand the "why" behind Product Management activities
  • Learn how companies of all sizes implement Product Management processes
  • Gain tips for interviewing for Product Management positions
Raj Karamchedu is a Silicon Valley technology business executive with 20 years of experience in the markets of wireless, mobile, semiconductors, software and hardware. Until recently he was at Broadcom. Prior to that he was a co-founder of Silicon Valley-based startup (bootstrapped) called wilfow tv. Until February 2012 he was at Legend Silicon (an Intel Capital-funded fabless startup) with two hats, Vice president of Product Management and Chief Operating Officer. For more details on this course and instructor, click here.

Details & Requirements

  • Length of time users can access this course: lifetime
  • Access options: web streaming, mobile streaming
  • Certification of completion included
  • Redemption deadline: redeem your code within 30 days of purchase
  • Experience level required: all levels
Compatibility
  • Internet required

Course Outline

  • Section 1: Introduction
    • Who Should Take this Course, and Why?
  • Section 2: Key Decisions a Product Manager Must Make
    • What is Expected from a Product Manager?
    • How it Really is Conflict Management
    • Three Key Decisions a Product Manager Must Make
  • Section 3: First Steps in Defining a New Product
    • Three Key Questions to Get Started
    • Thinking for a Roadmap - 1
    • Thinking for a Roadmap - 2
  • Section 4: The new Product Introduction (Phase-Gate) Process
    • Why This Process?
    • Limits of the NPI Process
    • Preliminary Concept-Approval Questions
    • Rigorous, Funding-Approval Questions
  • Section 5: Key Questions in Defining a New Product
    • What Questions are Important?
    • Example of Brainstorming Scenario
    • Intermediate Summary
  • Section 6: Building the Business Case
    • Summary Structure of a Business Case
    • From Business Case to Market Analysis
    • how to do Market Analysis (TAM, SAM. SOM)
    • Reconciling Bottom-up & Top-down Forecasts
    • ROI, Break-even Point, Gross Margin (12-Quarters)
  • Section 7: Approaching the Customer to Validate Your Assumptions
    • Three Benefits From Asking for Customer Validation
    • Three Rules for Approaching Your Customer for Early Feedback
  • Section 8: Thinking About Differentiation & Go-To-Market Plan
    • Two Levels of Relatedness Between You & Your Customer
    • Five Questions You Need to Answer for Going to Market
  • Section 9: Managing Requirements & Plan with Development Team
    • Eleven Key Points to Help you Manage Product Requirements
    • Three Guidelines to Avoid Marketing vs. Engineering Disfunction
    • Intermediate Summary
  • Section 10: Preparing For Product Funding Pitch
    • Preparing for New Product Review Board (NPRB) Presentation
    • Anatomy of MRD & PRD
  • Section 11: During the Product Development
    • Two Traps to Avoid During the Product Development
    • A Look at Full Product Life Cycle
  • Section 12: Releasing the Product
    • Preparing Good Sales Collateral
    • Product Release Process: From Product to Customer-ready Product
  • Section 13: Listening to Market, Starting Next Product, Conclusion
    • Listening to Market: Bug Scrub, QBR, Conclusion of the Course
  • Section 14: Document Templates
    • Resources/Files

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6 hours
Lessons
91

The Complete Product Management Course

From A to Z: How to Master the Field of Product Management

By 941LABS LLC | in Online Courses

This course will teach you the core skills that make up the entire Product Management process, from ideation to market research to wireframing to prototyping to user stories to Product Management leadership. In addition, you'll actively apply what you learn through popular tools like Popplet, Axure, and Pivotal Tracker. This is the complete course you need to begin a career in Product Management.
  • Access 6 hours of video & 91 lectures
  • Discover how organizations like Apple, NASA, & Ticketmaster design their products
  • Build out one of your own product ideas through 10 step-by-step exercises
  • Use your course-built product spec to market yourself
  • Learn core Product Management concepts like ideation, market research, wireframing, prototyping, & user stories
Charles Du led the design of NASA's first iPhone app (10+ million downloads, 2+ million hits per day, NASA's Software of the Year Award) and co-founded the Airbnb for cars. He is an award-winning product manager, UX designer, lecturer, and international keynote speaker. Charles has taught product management at Stanford, UCLA, Art Center, and General Assembly and has mentored teams at NASA, Live Nation, and Apple. For more details on this course and instructor, click here.

Details & Requirements

  • Length of time users can access this course: lifetime
  • Access options: web streaming, mobile streaming
  • Certification of completion not included
  • Redemption deadline: redeem your code within 30 days of purchase
  • Experience level required: all levels
Compatibility
  • Internet required

Course Outline

  • Introduction
    • 1.1 Introduction
    • 1.2 What is Product Management
    • 1.3 Start Brainstorming Ideas
    • Exercise Worksheet - Brainstorm Using Popplet
    • 1.4 Tips for Navigating the Course
    • 1.5 A Day in the Life of a Product Manager
  • The Product Development Process
    • 2.1 Recap of Section 1
    • 2.2 The Product Life Cycle Part 1 - Development, Introduction, Growth
    • 2.3 The Product Life Cycle Part 2 - Maturity, Decline
    • 2.4 The Product Development Process
    • 2.5 Learn the Differences Between Waterfall Development and Agile Development
  • How to Come Up with a Killer Product Idea
    • 3.1 Recap of Section 2
    • 3.2 Why Do Products Fail?
    • 3.3 How to "Discover" Your Product
    • 3.4 Learn the Tool - Refine Your Product Idea with a NFB Table
    • 3.5 Exercise - Find the Problem and Identify the Pain
    • Exercise - Find the Problem and Identify the Pain
    • 3.6 Discover Hidden Product Insight by Interviewing Users
    • 3.7 Exercise - Interview Your Users
    • Exercise Worksheet - Interview Your Users
  • Finding a Market Fit
    • 4.1 Recap of Section 3
    • 4.2 Learn the Tool - Use SWOT Analysis to Understand the Market Landscape
    • 4.3 Exercise - Do a SWOT Analysis on Dropbox
    • Exercise Worksheet - Do a SWOT Analysis on Dropbox
    • 4.4 Compare Answers - Do a SWOT Analysis on Dropbox
    • 4.5 Make Your Product Stand Out by Doing a Competitive Analysis
    • 4.6 Discover How Big Your Opportunity is by Sizing the Market
    • Exercise Worksheet - Size the Market
    • 4.7 Accelerate Your Product's Growth by Spotting Key Trends
  • Case Study - The NASA App
    • 5.1 Recap of Section 4
    • 5.2 The Ideation Process of the NASA App
    • 5.3 How I Pitched the NASA App Idea to Stakeholders with Vision Deck
    • 5.4 Lesson Learned - The Importance of Driving Vision
    • 5.5 Product Teardown - Nasa App Classic vs Nasa App Modern
  • Building Empathy to Relate to Your Users
    • 6.1 Recap of Section 5
    • 6.2 Learn the Tool - Build Empathy by Making Personas
    • 6.3 Common Mistakes when Making Personas
    • 6.4 Video Story as Personas
    • 6.5 Exercise - Make a Persona
    • Exercise Worksheet - Make a Persona
    • 6.6 Learn the Tool - Build Empathy by Making an Empathy Map
    • 6.7 Exercise - Create an Empathy Map
    • Exercise Worksheet - Create an Empathy Map
  • Testing and Validating Your Product Idea
    • 7.1 Recap of Section 6
    • 7.2 Introduction to Lean Product Design
    • 7.3 Test Your Product Hypothesis by Designing Experiments
    • 7.4 Test by Smoke Selling
    • 7.5 Test by Making a Product Demo Video
    • 7.6 Test by Using the Concierge Method
    • 7.7 Why It's More Important to be Data Informed than Data Driven
    • 7.8 Exercise - Test Your Product Hypothesis
    • Exercise Worksheet - Test Your Hypothesis
  • Shaping the Product
    • 8.1 Recap of Section 7
    • 8.2 How Apple Creates Laser Focused Products
    • 8.3 How to Create a Feature Backlog
    • 8.4 Learn the Tool - Manage a Feature Backlog Using Pivotal Tracker
    • 8.5 Exercise - Create a Feature Backlog
    • Exercise Worksheet - Create a Feature Backlog Using Pivotal Tracker
  • How to Make Beautiful Wireframes
    • 9.1 Recap of Section 8
    • 9.2 Introduction to Wireframing
    • Exercise Worksheet - Download and Install Axure
    • 9.3 Learn the Tool - How to Wireframe Using Axure - Part 1
    • Exercise Worksheet - How to Wireframe Using Axure - Part 1
    • 9.4 How to Save Time by Using Masters in Axure
    • 9.5 Learn the Tool - How to Wireframe Using Axure - part 2
    • Exercise Worksheet - How to Wireframe Using Axure - Part 2
    • 9.6 How to Use Wireframes and Prototypes Effectively
    • 9.7 Make Your Product Super Intuitive Through User Testing
    • 9.8 Exercise - Create an Interactive Prototype for Your Product Idea
    • Exercise Worksheet - Create an Interactive Prototype for Your Product Idea
  • How to Write Great User Stories
    • 10.1 Recap of Section 9
    • 10.2 Introduction to User Stories
    • 10.3 Qualities of Great Stories
    • 10.4 Exercise - Write User Stories for Your Product
    • Exercise Worksheet - Write User Stories for Your Product Idea
    • 10.5 Prioritize Stories Using Assumption Testing
    • 10.6 Prioritize Stories Using the BUC Method
    • 10.7 Prioritize Stories Using the MoSCoW Method
    • 10.8 Estimate and Size Stories
  • Product Management Leadership
    • 11.1 Recap of Section 10
    • 11.2 Introduction to Product Management Leadership
    • 11.3 How to Lead Developers
    • 11.4 How to Lead Designers
    • 11.5 How to Manage Stakeholders
  • How to Get Multiple Product Management Job Offers
    • 12.1 Recap of Section 11
    • 12.2 What's the Process of Getting to the Job Offer?
    • 12.3 How to Write a Killer Resume
    • 12.3b Exercise - Upgrade Your Resume
    • 12.4 How to Ace a Product Manager Interview
    • Exercise Worksheet - Upgrade Your Resume

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5 hours
Lessons
77

Master the Product Manager Interview - The Complete Guide

Never Worry About a Product Management Interview Again After Completing This Guide

By 941LABS LLC | in Online Courses

Competition for Product Manager positions is growing rapidly. Separate yourself from the pack with this course designed to help you master the Product Manager interview. Whether you're new to the field or an experienced PM looking to change fields, this tutorial will teach you proven techniques to perfectly answer the toughest questions from some of the biggest companies.
  • Access 77 lectures & 5 hours of content
  • Learn how to answer instructional questions, product vision questions, behavioral questions, & estimation questions
  • Discover the secrets to finding Product Manager jobs
  • Optimize your resume & online profile to attract more recruiters
  • Practice interviewing w/ over 110 sample questions & 25 video mock interview exercises
  • Receive email templates, resume examples, & slides to prepare you for the before, during, & after of the interview process
Charles Du led the design of NASA's first iPhone app (10+ million downloads, 2+ million hits per day, NASA's Software of the Year Award) and co-founded the Airbnb for cars. He is an award-winning product manager, UX designer, lecturer, and international keynote speaker. Charles has taught product management at Stanford, UCLA, Art Center, and General Assembly and has mentored teams at NASA, Live Nation, and Apple. For more details on this course and instructor, click here.

Details & Requirements

  • Length of time users can access this course: lifetime
  • Access options: web streaming, mobile streaming
  • Certification of completion not included
  • Redemption deadline: redeem your code within 30 days of purchase
  • Experience level required: all levels
Compatibility
  • Internet required

Course Outline

  • 1.1 Introduction
    • 1.2 Why Companies Ask "How Do You Make a Cup of Tea?"
    • 1.3 3 Ingredients of the Perfect Answer
    • 1.4 How to Navigate this Course
    • Practice Question Worksheet
    • 1.5 Example Answer to Worksheet
    • 1.6 Mock Interview - Instructional Question #1
    • 1.7 Mock Interview - Instructional Question #2
    • 1.8 Mock Interview - Instructional Question #3
  • Product Vision Questions
    • 2.1 Why Companies Ask "What's Your Favorite Product?"
    • 2.2 5 Steps to the Perfect Answer
    • Practice Question Worksheet
    • 2.3 Example Answer to Practice Question
    • 2.4 Mock Interview - Product Vision Question #1
    • 2.5 Mock Interview - Product Vision Question #2
    • 2.6 Use SWOT to Analyze a Company's Product
    • 2.7 Exercise - SWOT Analysis
    • Practice Worksheet - SWOT Analysis
    • 2.8 Example Answer to Exercise
    • 2.9 Research a Product Using a Feature Table
    • 30 Product Vision Practice Questions
  • Behavioral Questions
    • 3.1 Why Companies Ask Behavioral Questions
    • 3.2 How to Give the Perfect Answer
    • Practice Question Worksheet
    • 3.3 The SAR Framework
    • 3.4 Example Answer to Practice Question
    • 3.5 Mock Interview - Behavioral Question #1
    • 3.6 Mock Interview - Behavioral Question #2
    • 3.7 Mock Interview - Behavioral Question #3
    • 3.8 Leadership Questions - "How Do You Work with Developers?"
    • 3.9 Leadership Questions - "How Do You Work with Designers?"
    • 3.10 Leadership Questions - "How Do You Work with Stakeholders?"
    • 30 Behavioral Practice Questions
  • Estimation Questions
    • 4.1 Why Companies Ask "How Many Golf Balls Can You Fit in a Bathroom?"
    • 4.2 3 Steps to the Perfect Answer
    • Practice Question Worksheet
    • 4.3 Example Answer to Practice Question
    • 4.4 Mock Interview - Estimation Question #1
    • 4.5 Mock Interview - Estimation Question #2
    • 4.6 Size the Market
    • 30 Estimation Practice Questions
  • Other Important Questions
    • 5.1 The Most Important Question in a Product Manager Interview
    • 5.2 How to get Product Management Experience if You Have a Weak Resume
    • MIQ Worksheet
    • 5.3 Example Answer to the MIQ
    • 5.4 Mock Interview - MIQ #1
    • 5.5 Mock Interview - MIQ #2
    • 5.6 Mock Interview - MIQ #3
  • Day of the Interview
    • 6.1 How to Use Body Language to Make a Positive Impression
    • 6.2 3 Steps to Following Up After the Interview
    • 6.3 Top 10 Mistakes Product Management Candidates Make in an Interview
  • Upgrade Your Resume
    • 7.1 Write a Killer Resume
    • 7.2 Exercise - Write a Killer Resume
    • Worksheet - Upgrade Your Resume
  • Market Yourself Online
    • 8.1 How to Optimize your Linkedin Profile to Make it Attractive to Recruiters
    • 8.2 How to Create an Online Product Portfolio
  • How to Find Product Jobs
    • 9.1 The 4 Best Websites to Find Product Jobs
  • Full Mock Interview Set 1
    • 10.4 Question 3
    • 10.1 Introduction
    • 10.2 Question 1
    • 10.3 Question 2
    • 10.5 Question 4
    • 10.6 Question 5
    • 10.3 Question 2
  • Full Mock Interview Set 2
    • 11.1 Question 1
    • 11.2 Question 2
    • 11.3 Question 3
    • 11.4 Question 4
    • 11.5 Question 5
  • Full Mock Interview Set 3
    • 12.1 Question 1
    • 12.2 Question 2
    • 12.3 Question 3
    • 12.4 Question 4
    • 12.5 Question 5
    • 12.6 Closing Thoughts

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23 hours
Lessons
118

The Non-Technical Person's Guide to Building Products & Apps

Business-Savvy but Tech-Illiterate? That Won't Be a Problem after This Course

By Evan Kimbrell | in Online Courses

It can be extremely difficult to launch an idea without any prior technical knowledge or a technical partner. However, as an aspiring entrepreneur, a freelancer, or a small business owner, you need to learn how to independently test and launch your ideas. In this course, you'll learn how to launch your product or app without learning how to code, recruiting a technical partner, or breaking the bank.
  • Access 23 hours of content & 118 lectures
  • Discover the program, Launchrock, & how to use a landing page for validation purposes
  • Understand the best route for designing your app
  • Wireframe like a pro w/ Balsamiq
  • Learn how to find & validate the best contractors
  • Get lifetime access to weekly updates w/ new tips, tricks, tools & discussions
  • Bug hunt on both web & mobile w/ free tools
Evan Kimbrell is the founder and director of Sprintkick, a referral based full service digital agency based out of San Francisco. Over the last 4 years, he has overseen the development and launch of over 100 web and mobile apps. Clients range from 1-2 man startups bootstrapping their idea, to multibillion dollar Fortune 100s like Wal-Mart, Dick’s Sporting Goods, & GNC. Before founding Sprintkick, Evan worked as a VC for the LA-based Juvo Capital firm. For more details on this course and instructor, click here.

Details & Requirements

  • Length of time users can access this course: lifetime
  • Access options: web streaming, mobile streaming
  • Certification of completion not included
  • Redemption deadline: redeem your code within 30 days of purchase
  • Experience level required: all levels
Compatibility
  • Internet required

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Lifetime
Content
9 hours
Lessons
93

Become a Product Manager | Learn the Skills & Get the Job

Discover the Job Analysts Are Calling a "Mini-CEO" & How to Make It Yours

By Evan Kimbrell | in Online Courses

More and more companies are figuring out how important Product Managers are to their success. But there aren't any degrees or certifications in Product Management, so most get into the field through luck or connections. In this course, however, you'll jump ahead of the competition when you learn what you need to know and what you have to do to break into an exciting and lucrative career as a Product Manager.

  • Access 9 hours of content & 93 lectures 24/7
  • Answer the question: What is a Product Manager
  • Think about the type of Product Manager you want to be
  • Learn the 4 major phases of the product lifecycle
  • Discover the product development process
  • Understand Agile, Scrum, & Kanban
Evan Kimbrell is the founder and director of Sprintkick, a referral based full service digital agency based out of San Francisco. Over the last 4 years, he has overseen the development and launch of over 100 web and mobile apps. Clients range from 1-2 man startups bootstrapping their idea, to multibillion dollar Fortune 100s like Wal-Mart, Dick’s Sporting Goods, & GNC. Before founding Sprintkick, Evan worked as a VC for the LA-based Juvo Capital firm.

Details & Requirements

  • Length of time users can access this course: lifetime
  • Access options: web streaming, mobile streaming
  • Certification of completion not included
  • Redemption deadline: redeem your code within 30 days of purchase
  • Experience level required: all levels
Compatibility
  • Internet required

Course Outline

  • Before starting the course
    • Course Overview
    • First thing to do
    • Choose your own adventure
    • Yay, free stuff!
    • Why Product Management is awesome
  • Introduction to Product Management
    • What is a product manager?
    • What is a Product?
    • [ACTIVITY] The Big Bloated Blue Bird
    • 3 Different Types of Product Manager roles
    • How to think about the type of PM you want to be
    • Product vs Project Management
    • A day in the life of a PM
  • Introduction to Product Development
    • The 4 Major Phases of the Product Lifecycles
    • Product Lifecycle Phases - Real Examples
    • The Product Development Process
    • Getting Deeper Into the Product Development Process
    • What is "Lean product development"?
    • What is "Agile"?
    • What is "Scrum" and how does it work?
    • What is "Kanban" and how does it work?
    • What is Waterfall development?
    • Real world examples of Waterfall and Agile
  • Ideas and user needs
    • Intro to Ideas and User Needs
    • Where ideas come from as a PM
    • Getting to the Real User Needs
    • Users vs. Customers
  • Competitive & Market analysis
    • Market Research - Sizing the market
    • Introduction to Finding competitors
    • Finding competitors as a Product Manager
    • Direct - Indirect Competitors
    • The 5 criteria for understanding competitors
    • The last 3 criteria for understanding competitors
    • What's a feature table?
    • Putting together a feature table
    • Practice building a feature table
    • Analyze specific features
    • [ACTIVITY] Wunderlist & their not so wunderful dilemma
    • Monitoring your competitors
    • What do we ultimately care about as a PM
  • Customer Development
    • What is customer development?
    • Who you should talk to
    • Key differences in customer development
    • The 4 types of interviews
    • How to get them to talk
    • How to run a customer interview correctly
    • Good questions bad questions
    • Practice writing emails
    • Finding interviewees externally
    • Finding interviewees internally
    • Building User Personas off your Interviews
    • Real life example of a user persona
    • The Product Manager & the data diet
  • Conceptualizing the solution
    • Intro to wireframing
    • Wireframe, mockup, prototype
    • Let's sketch
    • PRACTICE: Sketching out a mobile app
    • Using POP
    • Intro to Balsamiq
    • PRACTICE: Building YouTube in Balsamiq
  • Metrics for Product Managers - Defining Success and Measuring Results
    • Introduction to metrics
    • Real life examples of metrics
    • Metrics of all kinds
    • How to pick good metrics
    • Using the AARRR (Pirate) metrics framework
    • Using the HEART metrics framework - Part 1
    • Using the HEART metrics framework - Part 2
    • Tracking your metrics in practice
  • Building the Product - Project Management for PMs
    • Introduction to Epics
    • Let's get into Epic Specs
    • User stories and acceptance criteria
    • Real life example of epics, specs, user stories, and the backlog
    • Estimations and Velocity
    • Roadmapping
    • Prioritization
  • Working with people and stakeholders
    • General communication skills
    • Working with engineers
    • Working with designers
    • Working with executives and others
  • Technology for product managers
    • Why learn technology?
    • "The Cloud", servers, clients, and the inner workings of the internet
    • Understanding the front end, back end, and tech stacks
    • Understanding APIs - Application Programming Interfaces
    • Additional technology
  • What you should do to prepare yourself for the job
    • Getting relevant experience
    • Building portfolio with a side project
    • Branding yourself
  • How to look for a job in Product Management
    • Where to look and what to look for
    • Inside advice on your PM job hunt
  • How to get the job in Product Management
    • Resumes
    • Interviewing for Product Management
    • How to answer interview questions the right way
    • Insider tip for getting the job
  • After you've got the job
    • The first things to do
  • Extended interviews with current Product Managers
    • Interview with Daniel Demetri part1
    • Interview with Daniel Demetri part2

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Lessons
49

Product Management: Product Market Strategy

Corner Your Ideal Market with This Tutorial in Product Market Strategy

By Spice Catalyst | in Online Courses

Product success rate in the market is less than 60%. This course will help you beat that number by teaching you how to think through the critical elements behind a strategic product marketing plan. Completing this course will give you greater confidence in your ability to develop and execute a successful product plan, and may be directly applicable to your work.
  • Access 1.5 hours of content & 49 lessons
  • Understand the components that define a Product Market Strategy
  • Learn how to build & critique your own Product Market Strategy
  • Discover product lifecycle & product management frameworks
  • Discover how to target & adopt the right markets
  • Receive instructor feedback on your plan upon completion of the course
  • Receive a personal recommendation from the instructor after a clear, quality demonstration of your plan
David Fradin has trained hundreds of managers throughout the world. He infuses his workshops with insights and experiences gained as a product leader at companies like Apple and HP. He was classically trained as an HP Product Manager and was then recruited by Apple to bring the first hard disk drive on a PC to market. As a result of his leadership and management skills Apple promoted him first to Apple /// Group Product Manager and later Business Unit Manager at the same organizational level at that time as Steve Jobs. His forthcoming book “Building Insanely Great Products” and these workshops covers the founding values, vision, product life cycle and management employed by Apple at its founding and which it returned to in 1997 when Steve Jobs returned to Apple. What students will learn in his courses are exactly what has made Apple the most valuable company in the world. For more details on this course and instructor, click here.

Details & Requirements

  • Length of time users can access this course: lifetime
  • Access options: web streaming, mobile streaming, download for offline access
  • Certification of completion included
  • Redemption deadline: redeem your code within 30 days of purchase
  • Experience level required: all levels
Compatibility
  • Internet required

Course Outline

  • Overview
    • Overview
    • Introduction
    • Learning Objectives
    • Suggested Reading Materials
    • Lessons
    • About the Exercises in this course and Resources
  • Part 1: Process, Vision, Values & Definitions
    • Introduction to Agile Market Strategy for B2B Products
    • Definitions and Concepts
    • Product Lifecycle Framework
    • Product Management Framework
    • Readiness Checklist
    • Plan Outline
    • Decision Making, Schedule, and Resources Required
    • Decision Making, Schedule, and Resources Required: Exercise
    • Vision and Values
    • Examples of Vision Statements
    • Vision and Values: Exercise
    • Perfect Storm: Exercise
    • Product Market Opportunity, Description and Value
    • Product Market Opportunity, Description and Value: Exercise
  • Part 2: Market Assessment
    • Personas and Use Cases
    • Personas and Use Cases: Exercise
    • Market Adoption
    • Market Adoption: Exercise
    • Markets and Market Segments
    • Markets and Market Segments: Exercise
    • Total Available (Addressable) Market (TAM)
    • Total Available (Addressable) Market (TAM): Exercise
    • Target Markets
    • Target Markets: Exercise
    • Competitive Environment
    • Competitive Environment: Exercise
  • Part 3: Product Focus
    • Product Positioning
    • Product Positioning: Exercise
    • Strengths, Weaknesses, Opportunities and Threats
    • Strengths, Weaknesses, Opportunities and Threats: Exercise
    • Penetrating Existing and New Markets
    • Penetrating Existing and New Markets: Exercise
    • Requirements and Training for Sales, Marketing, Distribution, Channels, Partners
    • Requirements and Training: Exercise
    • Pricing and Business Model
    • Pricing and Business Model: Exercise
    • Metrics
    • Metrics: Exercise
  • Part IV: Bringing Your Plan To Life
    • Product Market Strategy: Exercise
    • Product Marketing Strategy Plan
  • Next Steps
    • Next Steps

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20

Buyer Personas for Your B2B Business

Capitalize on Your Product by Effectively Identifying Your Consumer with this Comprehensive Course

By Gospe Enterprises, Inc. | in Online Courses

As a small business marketer or independent marketing consultant, you need to efficiently define your target market. One of the best methods of achieving this is by building target buyer personas. In this course, learn the 10-step proven technique for building a better buyer persona so you can make it to market fast.
  • Access 2 hours of content & 20 lessons
  • Learn the difference between target segmentation & a persona
  • Understand the 3 core dimensions to your persona
  • Discover short cuts to help you document & share your persona
  • Find out how to immediately apply your persona to your product positioning, customer messaging & marketing blueprints
  • Download Mike Gospe's unique, proven persona template & customize it to your own business
Mike Gospe is a noted author of marketing "how to" books and practical "hands-on" workshops for individuals and marketing teams of all sizes. For more than a decade, he's been inspiring marketers and product managers to reach their "next level" of personal performance. He challenges the status quo and creates a fun, fast-paced environment to help marketers and business people think outside the box. His tools and techniques have been adopted by companies around the world, helping them to get "real work done" as they strive for marketing excellence. Mike is the author of a number of marketing "best practices" books, including, Marketing Campaign Development, and The Marketing High Ground. For more details on this course and instructor, click here.

Details & Requirements

  • Length of time users can access this course: lifetime
  • Access options: web streaming, mobile streaming
  • Certification of completion included
  • Redemption deadline: redeem your code within 30 days of purchase
  • Experience level required: beginner
Compatibility
  • Internet required

Course Outline

  • Introduction to Personas
    • Welcome to personas: why I created this course (4:44)
    • Whoever understands the customer best wins! (6:19)
    • What does not having a persona look like? (2:29)
    • What is (and is not) a persona? (3:44)
    • Exercise 1 (1:04)
  • Getting started: Don't jump to the template. Learn how to prepare yourself and set expectations.
    • 10 step overview (0:37)
    • Step 1: Clarifying your marketing objective (6:47)
    • Step 2: Gather your resources (13:31)
    • Step 3: Form a team (7:47)
  • Working the template: Discover the 3 critical components
    • Step 4: Demographics -- Who are they? (9:55)
    • Step 5: Where do they work? (5:38)
    • Step 6: Psychographics -- Why are they a good target? (6:37)
    • Step 7: Persona examples (7:17)
  • Using the persona: Know how to put the persona to make better decisions
    • Step 8: Socialize it (3:56)
    • Step 9: Apply it (11:07)
    • Step 10: Learn from it (2:11)
  • Moving forward: Bring your persona to life
    • Exercise 2: Build your own persona (1:08)
    • Frequently Asked Questions (7:54)
    • Conclusion & additional resources (5:01)

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Terms

  • Instant digital redemption