Innovating Products: Invent, Justify and Market

Upcoming Sessions

Classroom sessions
Online sessions

Course Introduction

Most new products fail because they are developed without considering market needs from the beginning. Many innovators concentrate on technical features and overlook whether the product can succeed commercially. As a result, even well-engineered products may not gain traction if they do not meet real customer needs or compete effectively in the market.

To prevent this common failure, everyone involved in new product development must adopt a market-focused mindset. This means evaluating ideas based on market potential, selecting products that can succeed commercially, and preparing a strong Business Case to support investment decisions. It also involves ensuring the product is well supported after launch, so it gains customer acceptance and long-term success.

By attending this Innovating Products: Invent, Justify and Market training course, participants will learn to innovate with a market-oriented approach. They will be able to identify promising product ideas, justify them with a credible Business Case, and plan effective market strategies. This Successful Technical Innovation Training Course equips participants with the skills to think like the market, influence product selection, and improve the commercial success of new products.

Key Takeaways:

  • Learn why market needs must guide product innovation
  • Understand how to evaluate new product ideas from a commercial perspective
  • Identify and select products with real market potential
  • Build a compelling Business Case to win investment and support
  • Learn how to market and support new products after launch

Objectives

This training course is designed to help participants develop new products that succeed commercially. By the end of the course, you will be able to adopt a market-focused mindset and apply it to every stage of product development. You will learn how to ask the right questions that improve decision-making and reduce risk during the innovation process.

Participants will also gain the skills needed to construct a credible Business Case that demonstrates the commercial value of a new product. This will enable you to secure stakeholder support and funding more effectively. Additionally, the course will teach you how to create a practical Go to Market Strategy and define a detailed New Product Marketing Plan to ensure successful product launch and sustained growth.

Course Objectives:

  • Adopt a market mind-set for innovation
  • Influence new product ideas and select products that can succeed commercially
  • Ask the right questions in the product development process to improve decision-making
  • Construct a credible Business Case for a new product and win support for it
  • Create a practical Go to Market Strategy for a new product
  • Define the New Product Marketing Plan and implement it

Training Methodology

This course uses a practical and interactive approach to learning. Participants will engage in real-world case studies and hands-on exercises designed to apply market-focused innovation principles. Group discussions and collaborative activities will encourage participants to evaluate product ideas from a commercial perspective and develop stronger market insights.

The training also introduces structured tools and frameworks to guide the product development process. These tools help participants estimate market size, prioritize key success factors, and assess the organization’s ability to succeed in the market. The course also covers how to build a credible Business Case using a stage-gate process and a ‘Dragons Den’ style evaluation, ensuring that learning is directly applicable to real product challenges.

Who Should Attend?

This training course is ideal for professionals involved in new product development, innovation, and marketing. It is particularly useful for teams who need to ensure technical innovation is aligned with market demand. Participants will gain the skills to evaluate new product ideas, build strong business cases, and create effective marketing strategies.

The course is especially valuable for individuals responsible for driving product growth, managing launches, or assessing investment decisions. It is also highly relevant for entrepreneurs seeking funding and professionals who must decide whether a new product idea should be financed.

Ideal Participants Include:

  • New product innovation team members
  • Research and development engineers designing new products
  • Project managers and product managers responsible for product success
  • Product development directors and managers
  • Marketing directors, managers, and team members involved in launching new products
  • Senior managers who evaluate business cases for new products
  • Entrepreneurs seeking funding for new products
  • Professionals responsible for financing or approving new product ideas

Course Outline

Day 1: How to Make Technical Innovation Succeed Commercially in the Market

  • Making technical invention work commercially
  • Why a market-focused approach to innovation is essential
  • What you should know about the market and why
  • Market impact
  • Customer impact
  • Competitor impact

Day 2: How to Make Technical Innovation Succeed Commercially in the Market

  • Market stakeholder impact
  • Estimating the size of the potential market for a new product
  • Discovering what must be achieved for a new product to succeed in the market
  • Prioritizing market key success factors
  • Assessing the organization's capability to succeed in the market
  • Impact of a new product on the product portfolio

Day 3: How to Build a Credible Business Case for a New Product

  • Understanding the stage-gate product development process
  • Using a 'Dragons Den' approach in the stage-gate process
  • How to construct a credible business case
  • What a business case should contain and why
  • How to present a business case

Day 4: How to Create a 'Go to Market' Strategy and Plan for a New Product

  • Strategy and how it works in a market
  • Setting market objectives for a new product
  • Defining the 'go to market' strategy for a new product
  • Specifying target groups and positioning the new product
  • Constructing an integrated marketing mix for a new product
  • Defining the new product, its value proposition and its role in the portfolio

Day 5: New Product Marketing Plan – Continued

  • Determining the pricing strategy for the product
  • Specifying the marketing communications tools and messages to promote and sell the product
  • Managing distributors to win preference for the new product
  • Applying the marketing solutions mix
  • Scheduling the plan and applying resources
  • Specifying the budget and financial outcomes
  • Contingency planning

Providers and Associations

Anderson
Aztech Training
Coventry

Certificate

  • COPEX Certificate of Attendance will be provided to delegates who attend and complete the course

Material published by Copex shown here is copyrighted. All rights reserved. Any unauthorized copying, distribution, use, dissemination, downloading, storing (in any medium), transmission, reproduction or reliance in whole or any part of this course outline is prohibited and will constitute an infringement of copyright.

Whats Makes Copex Courses Unique?

COPEX Training is your gateway to professional growth, with over 20 years of experience turning potential into success. Each year, we deliver over 1,000 courses in 50+ countries, earning a stellar 98% satisfaction rate. Trusted by global giants like BP, the United Nations, and HSBC, we partner with top certification bodies to provide career-focused training that empowers individuals and drives organizational breakthroughs. Our mission? To transform the way professionals learn and grow in today’s fast-changing industries. Through expert insights, cutting-edge methods, and hands-on approaches, we equip you with the skills and confidence to tackle challenges, seize opportunities, and thrive in your career.

Led by a passionate leadership team and supported by a network of world-class trainers, COPEX Training connects professionals worldwide with life-changing opportunities. We are committed to excellence, ensuring every participant leaves with the tools, expertise, and confidence to conquer an ever-evolving world.

Related Categories

Research Methods and Analytics Trading and Marketing

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Our cancellation policy varies depending on the circumstances presented. Generally, cancellations must be initiated in formal writing at least 14 days prior to the commencement date of the training course. Further, the option to shift an existing registration to another training course on a later date is possible. Otherwise, a full refund will be initiated.

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Published training course fees are inclusive of the training venue, training manual, writing materials, lunch and coffee breaks with refreshments over the entire duration of the training course.

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