Agile Product Market Strategy Boot Camp

A Training Course by David Fradin – Certified Product Manager and Marketing Manager / Instructor.



    Note: You can arrange this to be conducted in-house or contact us for the next Boot Camp schedule in your region.


    “The new market failure rate of products is 80%”
    – McKinsey and Company

    Want to beat those odds?
    Want to build a well thought out plan quickly and effectively?
    Then this course is for you!


    About the Boot Camp:

    This Boot Camp teaches you how to think through the critical elements that make up a strategic market plan for a product or service. The accompanying  on-line, on-demand course gives you a template for organizing your thinking and quickly developing a well thought out and a successful plan. One that you will make you proud, successful and your boss very happy.

    It is the first course covering market strategy that incorporates:

    • Organized in self-paced modules
    • Agile principles and methodologies
    • Easy to follow and well structured Workbook template
    • Verified increase in your competency

    When you have completed the Boot Camp, you will:

    • Understand the components that define a Product Market Strategy
    • Learn how to build & critique your own
    • Apply it to your business:
    • To achieve organizational alignment
    • Build better products
    • Drive faster market success
    • Beat your competition
    • If your teammates are in the Boot Camp, you will achieve better alignment

    The primary focus is on business-to-business but it can also be used for business to consumer.


    Learning Objectives:

    • Lead the development of a product market strategy plan including:
    • Define the decision making, schedule, market opportunity and product value
    • Using personas, use cases, market status and development, market description, market segments,  and total available market,
    • Identify target markets
    • Apply competitive research and analysis
    • Write product positioning
    • Conduct strengths, weaknesses, opportunities and threats analysis
    • Write plan to penetrate existing and new markets
    • Define requirements and training for sales, marketing, distribution, channels, partners, affiliates, operations, support and service
    • Define a pricing and business model
    • Identify metrics to monitor product success
    • Write the product market strategy plan


    Course Outline:

    • Introduction
    • Decision Making, Schedule and Resources Required
    • Values and Vision
    • The Perfect Storm and Creating Insanely Great Customers
    • Product Market Opportunity, Description and Value
    • Personas and Use Cases
    • Market Status and Development
    • Market Adoption
    • Markets and Market Segments
    • Total Available (Addressable) Market (TAM)
    • Target Markets
    • Competitive Environment
    • Product Positioning
    • Strengths, Weaknesses, Opportunities and Threats (SWOT)
    • Penetrating Existing and New Markets
    • Requirements and Training for Sales, Marketing, Distribution, Channels, Partners, Affiliates, Operations, Support and Service
    • Pricing and Business Model
    • Metrics
    • The Product Market Strategy Plan


    Suggested Audience:

    The Boot Camp is for product leaders:

    • Director
    • Vice President
    • Business Unit Manager
    • Start-Up
    • Entrepreneur
    • Product Manager and Product Marketing Manager
    • Product Owners, Strategists, Solution, Line, Scientists
    • Managers of Industry, Portfolio, Program. Producers, Business Analysts and Field Marketing

    Course Curriculum

    Agile Product Market Strategy Boot Camp 07:00:00

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    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.
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