Product Management
The Appleton Greene Corporate Training Program (CTP) for Product Management is provided by Mr. Fradin Certified Learning Provider (CLP). Program Specifications: Monthly cost USD$2,500.00; Monthly Workshops 6 hours; Monthly Support 4 hours; Program Duration 48 months; Program orders subject to ongoing availability.
Personal Profile
Professor Fradin has experience in building successful products and services since 1969, at organizations including Hewlett-Packard as well as Apple, where he was at the same management level as Steve Jobs.
Professor Fradin also heads a professional development company (Spice Catalyst, Inc) specializing in building insanely great products, product management, and product marketing and has trained thousands of managers throughout the world based on his experience at Hewlett-Packard, Apple, and across 75 products and services and eleven startups.
His clients have included Cisco, GameStop, Botswana Telecommunications Company, IDA Singapore, Pitney Bowes, Capital One Bank, Infosys, Cognizant, and many others.
To request further information about Mr. Fradin through Appleton Greene, please Click Here.
(CLP) Programs
Appleton Greene corporate training programs are all process-driven. They are used as vehicles to implement tangible business processes within clients’ organizations, together with training, support and facilitation during the use of these processes. Corporate training programs are therefore implemented over a sustainable period of time, that is to say, between 1 year (incorporating 12 monthly workshops), and 4 years (incorporating 48 monthly workshops). Your program information guide will specify how long each program takes to complete. Each monthly workshop takes 6 hours to implement and can be undertaken either on the client’s premises, an Appleton Greene serviced office, or online via the internet. This enables clients to implement each part of their business process, before moving onto the next stage of the program and enables employees to plan their study time around their current work commitments. The result is far greater program benefit, over a more sustainable period of time and a significantly improved return on investment.
Appleton Greene uses standard and bespoke corporate training programs as vessels to transfer business process improvement knowledge into the heart of our clients’ organizations. Each individual program focuses upon the implementation of a specific business process, which enables clients to easily quantify their return on investment. There are hundreds of established Appleton Greene corporate training products now available to clients within customer services, e-business, finance, globalization, human resources, information technology, legal, management, marketing and production. It does not matter whether a client’s employees are located within one office, or an unlimited number of international offices, we can still bring them together to learn and implement specific business processes collectively. Our approach to global localization enables us to provide clients with a truly international service with that all important personal touch. Appleton Greene corporate training programs can be provided virtually or locally and they are all unique in that they individually focus upon a specific business function. All (CLP) programs are implemented over a sustainable period of time, usually between 1-4 years, incorporating 12-48 monthly workshops and professional support is consistently provided during this time by qualified learning providers and where appropriate, by Accredited Consultants.
Executive summary
Product Management
This course is dedicated to one goal:
Help organizations reduce product and/or service failure and enhance the chances of product success. The course is for anyone who is responsible for success including new products or revisions. The result is an actionable plan.
Studies have found that 40 percent of products fail for a multitude of reasons. All too often, product failures lead to company failures also. In 2014 alone, over 600 billion ($0.6 trillion) dollars were wasted, and that number continues to grow each year.
Part of the reason for this failure rate is that within the organization they lack some of the 130 competencies required for product success. These workshops provide the training for those competencies.
The course starts with the keys to product/services success, then covers the product’s market strategy, and finishes with the fundamentals of marketing.
The first year covers the basics of the keys to product success, design thinking, innovation, history of product management, the product management lifecycle, product success competencies, being customer-centric, the company values and vision, customer journey, the changing business environment, tools, and careers.
The second and third year covers the product’s market strategy including understanding what the customer wants to do, how to do market research, innovation methodology, markets and sizing, value proposition, personas, adoption cycles, segmentation, total addressable market, competition, positioning, roadmaps, portfolios, channels, sales forecasting, budgeting, ROI, intellectual property, product descriptions, market penetration, analysis, and training.
The fourth year covers metrics and completing the product market plan and then moves on to marketing with understanding the differences between markets, marketing strategies, the eleven Ps of marketing, how to generate sales leads on the Internet, media, and mix, messaging and content, packaging, bundling, promotions, marketing communications, budgeting and scheduling, and finishing on metrics.
The principal author of the workshops has over fifty years of experience starting in 1969 and across a range of hardware and software products including at Hewlett-Packard and Apple. Each combines the best of lectures, student exercises, examples, discussions, and quizzes.
Thousands worldwide have taken these workshops since 2012.
Much of what is in these workshops is not taught in most MBA or business school programs. It is the “secret sauce” of product success. As a result, many in business repeat the same mistakes over and over again which just continues product failure because that is the way we did it before.
The workshops teach what needs to be done for product success and how to do it. It provides the basis for product ideas coming from inspiration, vision, technology, or ideas to be successful.
The workshop includes unique success ideas and insights the principal author has acquired through the years and experience. They include:
1. The Six Keys to Building Insanely Great Products. While most “experts” usually talk about the three keys to product success: Plan, Process, and Information, I’ve added People, Customers and Systems
2. How to do market research by observing “dos”, conducting interviews, surveys, and utilizing big data
3. The importance of customer loyalty and building insanely great customers
4. A new innovation methodology
5. Using personas for development, not just marketing
6. Identifying the value proposition before starting development
7. In addition to listing your product’s features, advantages, and benefits, including what task it is trying to accomplish, and the problem that each feature solves
8. An improved way to do feature prioritization for development
9. A novel way to estimate market sizes
10. The importance of correct market segmentation
11. Product positioning based on what is important to the customer, not some arbitrary criteria
12. Doing competitive research on products and on the competing companies plus updating a time of product release
13. Developing multiple product roadmaps for different uses and purposes
14. The importance of having the right information at the right time
15. Ensuring that you have the marketing and sales channel to cater to the geographical area where your customer lives
16. A new product lifecycle management framework
17. Taking the customer journey, the digital transformation, and the need to build insanely great customers into account while doing product planning.
18. Also, keeping in mind future considerations of how social, political, environmental, economic, technological, and governmental trends will impact building insanely great products
19. Considering employees as an asset and not a liability
20. Having the right computer systems and tools to get the job done and being trained on them
21. Understanding how to organize the function of product success managers and how to ask for the authority
This course teaches each of the topics depicted in the framework below to enhance the prospects of product and/or services success.
The course is based on over 50 years of experience managing products and services covering hardware, software, internet, video, computer-based training, mobile, advertising, manufacturing, and Software as a Service.
The course includes 48 workshops. In the future, more advanced workshops could be provided in each topic area.