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How to Launch a New Product to Market & Win
Welcome and Course Overview
Before We Begin (3:18)
Introduction to Positioning
Why Positioning? (6:10)
What is Positioning? (12:01)
The Roadmap: 8 Step Strategic Process
Step 1: Market Alternatives
Defining Market Alternatives (16:39)
Step 2: Unique Attributes
Defining Your Unique Attributes (18:23)
Step 3: Target Audience
Defining Target Audience Demographics (5:54)
Step 4: Target Customers
Defining Ideal Customer & Buyer Personas (12:43)
Step 5: Pain Points
Defining Pain Points (7:32)
Step 6: Desired Transformation
Defining the End State (7:35)
Step 7: Customer Research
Conducting Customer Research (6:45)
Step 8: Strategic Emphasis
Defining Strategic Emphasis (4:17)
Conclusion
Value Proposition (4:31)
Conclusion (7:36)
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Defining the End State
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