Concept
Validation

Evaluate product demand
Products must solve a high intensity and/or high frequency problem, and/or fulfil a strong desire

Topics covered:
- Define the problem your product solves, it's USP and outline key assumptions
- Understand feasibility including practical, technical and financial constraints 
- Evaluate product demand through user research e.g. interviews and surveys
- Understand the market landscape, product positioning, barriers to entry and trends to determine the size of opportunity
- What is motivating you and do you want to 'venture' or 'license' your idea?  

Product
Market Fit

Identify your target customer 
Products must resonate with the target audience’s preferences, lifestyle, and expectations

Topics covered:
- Identify customer profiles of users who would buy your product
- Gather insights on their demographics, interests, and behaviours 
- Familiarise yourself with the products and brands they are currently purchasing
- Use these learnings to inform the design+development and go-to-market strategy for your product

Product
Specification

Produce a product design brief  
Utilise the learnings from your research to create a product specification 

 Topics covered:
- Learn how to create a specification that balances prescriptiveness vs. creative automony 
- Communicate the Unique Selling Points (USPs) and benefits that your product must deliver and prioritise the feature sets integral to their delivery
- Structure your brief to include all necessary criteria covering the user, form, function, branding, packaging, pricing, materials, manufacturing, environmental, safety and compliance requirements

Product Design Evaluation

Prototype review & alignment  
Gain confidence that your prototype is fit-for-purpose, user-driven and market relevant before commiting more time and money 

Topics covered:
- Assess alignment of the prototype with your original design specification, and identify gaps in function, form or cost attributes which may need refinement
- Evaluate user-fit by testing whether the prototype delivers the intended product benefits
- Check the product is still market relevant given new insights, trends, and competitor activity
- 'Design for profit' by mastering the cost implications of your design and manufacturing choices
- Recommendations for iteration, validation or preparing for the next stage of development

IP Essentials

Intellectual Property (IP) Essentials
Founder-friendly orientation covering key IP considerations when bringing a product to market

Topics covered:
- Overview of relevant IP types including design protection, utility patents, trademarks, and copyright (where applicable).
- Pros & cons of each form i.e. what they protect, how they can be used, and their limitations.
- Accessing publically available records (for exploratory searches only)
- Strategic filing e.g. using provisional patents (US only) and validating domestic demand before filing internationally.
- Competitive positioning i.e. how IP can be leveraged not only as protection, but also as a tool for marketing and investor confidence.
- Knowing when to instruct a qualified legal practitioner to set your IP strategy in motion    

Pricing
Strategy

Price smartly to grow profitably
Explore pricing strategies that align with your cost base, customers and financial targets

Topics covered:
- Determine how much your target audience is willing to pay for your product
- Research competitor price points and consider your value proposition within this range
- Set pricing that supports margins through your distribution channels
- Create pricing models to evaluate margins/profits and forecasts/breakeven 
- Undertake sensitivity analysis to understand how variations in assumptions impact profitabilty

Production & Supply Chain Support

Build your product with reliable manufacturing partners
Master the art of sourcing and production 

Topics covered:
- Vet and compare manufacturers using tried and tested methods 
- Equip yourself with key questions and checklists, and know what red flags to watch out for
- Learn how to negotiate and manage costs without compromising on your product or profit  
- Understand the importance of Quality control (QC), Minimum Order Quantities (MoQs) and how to mitigate risks
- Working with logistics and warehousing providers and the pitfalls to watch out for 

D2C Strategy & Promotion 

Develop Direct-to-Consumer (D2C) marketing and sales channels 
Map out when, where, and how to reach your ideal customers 

Topics covered:
- Develop an online D2C sales strategy with an online store and social media presence
- Understand the differences and opportunities between 'Paid', 'Earned' and 'Owned' marketing
- Understand performance metrics like 'CPA' and 'ROAS' and how they impact your profitability
- Consider the benefits of offline marketing e.g. exhibiting at consumer and trade shows
- Define cohesive framework addressing the '5 'Ps of marketing' (Product, Price, Place, Promotion, and People)
- Use tried and tested validation tactics to reduce risk before scaling in new channels

Retail Sales
Advisory

Launch your products into retail 
Sell to domestic retailers and international clients   

Topics covered:
- Develop a strategy aligned to the retail channels you want to prioritise
- Understand retailers' requirements to create the perfect pitch and secure new business  
- Negotiate price and other Vendor Agreement terms with confidence          
- Learn how using agents and distributors can lead to domestic and export retail sucesss

Amazon Sales

Sell on the world's No. 1 marketplace
Learn how to navigate selling on Amazon and avoid the many pitfalls 

Topics covered:
- Set up shop on Amazon UK and begin selling to millions of customers 
- Expand your product's reach via Amazon's international marketplaces   
- Understand the complexities of the platform to ensure it's a profitable sales channel