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Winning at New Product Development: How do you develop new products customers will want?

July 12, 2016

$295 – $695

One-Day Course

Course Overview

This one-day course goes through the major steps involved in new product development from a process and marketing point of view. The course provides an overview of market evaluation and selection and the identification of the product focus. A strong early product market focus is key for management, customers and developers as often this early state is characterized with too many options and not enough information – this is called the “fuzzy front end.”

In the next step, the course takes participants through a new product development process that integrates both business and technical activities, and explains why these should be executed in parallel. Working with lead customers from the early stages of new product development is key to achieving success and early customer traction. But not all customers are equal, so this course will help participants understand how to choose and work with the right early-stage customers.

The last module will focus on the how to launch new products in the marketplace once the company is ready for volume production and customer support.

Throughout the day we will draw on various real-life examples and case studies to help participants better understand the key success factors.

There is a maximum of 25 participants per course.

What past participants say

“The workshop provided an excellent review of the essentials. In my career I have been involved in academic and industrial research and development – the tech development side. Through the course I learned a step-by-step process for developing new products and integrating the key business steps, which I was able to put into practice for developing new research ideas into marketable products. I also learned how to assess and engage with lead customers. I thoroughly enjoyed this workshop and believe that attendees will benefit from it in their professional career. Peter was a very knowledgeable instructor with remarkable training skills. He provided useful examples from well-known businesses and companies to help us understand the concepts as much as possible. He conducted the workshop in a way that was very interactive, engaging and participatory.”

— Yaser Shanjani, Research Engineer, Align Technology Inc.

“Taking Keystep’s New Product Development one-day course made a profound impact on how I approach my planning around bringing new products to market. I learned how any effort to develop a new product, or enhance an existing one, must be rooted in a thorough market evaluation in order to understand customer wants and needs. This not only requires initial research, it also entails constant engagement with lead customers throughout the development process.”

— Dr. Rami Abielmona, VP Research and Engineering, Larus Technologies

Course Outline

  1. PRODUCT AND MARKET FOCUS
    • Research, profiling and analyzing customers
    • Research, profiling and analyzing the overall market and competitors
    • Market segmentation
    • Choosing target market segment(s)
    • Choosing the right product opportunity
    • The value proposition to the customer
    • The business case
  2. HOW TO DEVELOP NEW PRODUCTS THAT CUSTOMER WILL WANT
    • Moving from research to product development
    • The new product development team
    • The new product development process; from idea to a successful new product launch
    • The examination of the business activities and the activities in new product development.
    • The stages and gates in the new product development process: integrating the business and technical activities.
  3. WORKING WITH LEAD CUSTOMERS & DEVELOPMENT PARTNERS
    • The Technology Adoption Life Cycle
    • Who are lead customers and development partners and what are their roles?
    • Define the ideal lead customers profile
    • Identification of lead customers
    • Assessment and qualifications of lead customers
    • Planning your work with the lead customers
    • Common pitfalls
  4. GETTING READY FOR THE LAUNCH OF YOUR NEW PRODUCT
    • Re-validate your assumptions, product market strategies and plans
    • Setting up a product launch team, assigning the launch manager
    • Positioning, messaging
    • Internal and external marketing materials and programs
    • Project plan, deliverables, schedule, budget for the launch
    • Managing and controlling the launch

Course Manual

A course manual will be provided to all participants that will contain a copy of the course slides, case studies, checklists, reading material, etc. This package will be distributed to participants the day of the course.

Cost

  • $495* plus HST for CPEIA corporate/industrial members
  • $695* plus HST for future CPEIA corporate/industrial members
  • $295* plus HST for all academics and students
  • Early bird registrations at least three weeks in advance of the course date will receive a 10% discount – use promo code KEY20160525

*A portion of these proceeds will be directed to the CPEIA operating budget to fund activities and services for Members.

About the Presenter

peterMark Majewski, B.Comm. MBA, PMP, is the president of KEYSTEP Growth & Finance, an Ottawa based technology sector advisory firm, and President and CEO of the Canadian Printable Electronics Industry Association (CPEIA). Over his 30-year career, Peter has served over 100 companies and government organizations in Canada. In one corporate role, Peter was VP of Strategy and Global Marketing for an Ottawa-based high tech company that completed six acquisitions and achieved over a $100 million in sales.

Keystep clients included such organizations as Nortel Networks, Bell Canada, Telesat Canada, MetroPhotonics and Intelligent Photonics Control from industry, and the National Research Council of Canada, Canadian Space Agency, Industry Canada and Ontario Centres of Excellence in the public sector. Peter has helped launch over a dozen new companies that obtained private sector and government financings. He assisted many existing companies to improve their growth, re-structure or merge.

His current and past board positions include the CPEIA, Foundry Program at Carleton University, Intellectual Property Technical Committee at the Canadian Space Agency, Ellistar Sensor and HTI Interactive.

Peter also worked with a number of not-for-profit organizations to assist their strategic and business planning activities such as BioTec Canada, CPEIA, Photonics Industry Association, Watersheds Canada and Canada Dance Company.

Learn more about Keystep Training

Details

Date:
July 12, 2016
Cost:
$295 – $695

Organizer

Keystep Growth & Finance
Phone:
613.795.8181
View Organizer Website

Venue

Sheridan College Conference Centre
1430 Trafalgar Road
Oakville, Ontario L6H 2L1 Canada
+ Google Map

About Us

intelliFLEX, a not-for-profit industry alliance, is a vital partner for accelerating the growth of the printable, flexible and hybrid electronics sector of more than 300 organizations across Canada. Our technologies add intelligence and connect ordinary objects to enable the Internet of Everything.

We unite our growing global membership to build an effective ecosystem of supply chains for flexible, 3D printable electronics, 2D large area printable electronics, wearable electronics, smart textiles and hybrid electronics including related semiconductors, integrated circuits and software.

Our programs accelerate the adoption of these innovations for Smart Packaging and Retail, Intelligent Buildings and Connected Homes, Aerospace and Defence, Automotive and Industrial Applications, Health and Wellness, Intelligent Documents and Wearables.

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