Product Market Strategy

Learn the 18 critical components of pulling together a market strategy for your product for beginners and intermediate.


    Product success rate in the market is less than 60%.

    Are you putting together your product plan your product market strategy to increase your odds for success?

    Want to build a well thought out plan quickly and effectively?

    Then this course is for you!

    This course is for anyone in an organization that has any responsibility for a product or service.


    Course Description:

    Product Market Strategy” teaches you how to think through the critical elements that make for a strategic market plan for a product. This 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. Even if you are the boss.

    Eighteen key lessons are covered with 80 minutes of fast-paced video lectures accompanied by examples and exercises. Each video lecture can be completed in less than 10 minutes, enabling you to pace out your training over the approximately three hours it will take to complete the entire course.

    First, if you make a commitment to finish the course and its exercises by any date of your choosing, I will review your plan and give you feedback. Such an effort will enable you to create your plan and help refine it based upon my experience. I say any date of your choosing to help motivate you to “get it done” but at your own pace.

    Second, if you do a good job by clearly demonstrating in your plan that you know how to pull the plan together. Which is, by the way, the purpose of this course, for you to learn not only what should be done but how to do it. I will give you a personal recommendation that you can use to help get a job or for any other purpose like posting on your Linkedin profile.

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

    The course includes a downloadable PowerPoint Workbook template for you to do your exercises and build your plan.



    • Business and management principles
    • PowerPoint


    What Will You Get From This Course:

    • To be able to 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


    Who Should Take This Course:

    • Product Leaders
    • Product Managers
    • Product Marketing Managers
    • General Managers
    • Entrepreneurs
    • Startups
    • CEO
    • Business Unit Managers

    Course Curriculum

    Section 1: Overview
    Overview FREE 00:00:57
    Introduction 00:00:00
    Learning Objectives 00:00:00
    Materials 00:00:00
    Exercises and Resources 00:00:00
    Section 2: Process, Vision, Values & Definitions
    Introduction to Product Market Strategy for B2B Products FREE 00:02:28
    Definitions and Concepts FREE 00:04:40
    Product Lifecycle Framework FREE 00:01:07
    Product Management Framework FREE 00:01:51
    Readiness Checklist 00:00:40
    Plan Outline 00:02:42
    Decision Making, Schedule, and Resources Required 00:05:28
    Vision and Values 00:03:10
    Examples of Vision Statements 00:00:00
    The Perfect Storm and Creating Insanely Great Customers: Market Status 00:06:49
    Product Market Opportunity, Description and Value 00:03:00
    Section 3: Market Assessment
    Personas and Use Cases 00:02:46
    Market Adoption 00:01:33
    Markets and Market Segments 00:06:43
    Total Available (Addressable) Market (TAM) 00:03:10
    Target Markets 00:01:46
    Competitive Environment 00:02:00
    Section 4: Product Focus
    Product Positioning 00:08:00
    Strengths, Weaknesses, Opportunities and Threats 00:01:09
    Penetrating Existing and New Markets 00:04:33
    Requirements and Training for Sales, Marketing, Distribution, Channels, Partners 00:07:40
    Pricing and Business Model 00:03:33
    Metrics 00:02:00
    Section 5: Bringing Your Plan To Life
    Product Market Strategy Plan 00:01:00

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    • SGD 205
    • 29 Units
    • 79 Minutes
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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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