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How to Develop Products - Short Course

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Sneak Peek

Self Paced 20-hour course to help you develop products

This course sharpens your awareness of tasks and processes involved in developing any type of products. Products can be either goods or services. Developing any type of product always begins with a concept which may come from an individual person or a group. There are always choices to be made in developing the concept, and those choices can either make it a better product that is easier to sell, or a more problematic product that is harder to sell.
This course teaches you how to make better decisions about product development, and helps you to avoid overlooking aspects of product development that might make or break the success of that product.



What type of product is it?
Who is your customer?
The development process
Research and development
Product planning
Prototypes and testing 
Pre-production phase 
Commercial release 
Product lifecycle 
Lesson 1 additional reading
Review what you have been learning

Product concept analysis 
Supply and demand 
Product validation 
Competitor analysis
Product differentiation 
Lesson 2 additional reading 
Review what you have been learning

Generating ideas 
Product planning 
Production and plant equipment 
Sourcing raw materials and components 
Staffing requirements 
Getting others involved in product planning 
Product planning for lone wolves 
Product roadmap 
Lesson 3 additional reading 
Review what you have been learning

Learnability factors 
Important considerations 
Learnability for the right audience 
Children and learnability 
Evaluating learnability 
Testing learnability 
Review what you have been learning 

Cost of development 
Cost of packaging design 
Cost of certifications 
Cost of manufacture 
Marketing costs 
Product delivery 
Product pricing 
Pricing strategies 
Review what you have been learning
Packaging design 
Packaging supply 
Lesson 6 additional reading 
Review what you have been learning

Process of testing
Rapid prototyping 
Ongoing market research 
Lesson 7 additional reading 
Review what you have been learning 

Development and introduction 
Growth phase 
Maturity phase 
Decline phase 
Review what you have been learning

Success metrics 
Product evolution 
Predictive product development 
Considerations on product marketing 
Online marketing 
Social media 
Search engine optimisation 
Direct marketing via email 
Advantages and disadvantages of being first to market 
Protecting your product 
Lesson 9 additional reading 
Review what you have been learning 
Final assessment 


Learn to Develop Products

If you are going to develop a successful product, in any industry, you need to appreciate the likely lifecycle of that product.
Product lifecycle looks at how a product moves from its initial introduction to market to its decline and obsolescence. It is typically broken up into four stages

  • Development and Introduction
  • Growth
  • Maturity
  • Decline. 

There may also be a fifth stage of "rebirth"; but not always. Knowing what stage your product is in, can help decide when it is appropriate to increase advertising, reduce price, expand to new markets, or redesign packaging or the product itself. Each of the lifecycle stages will now be discussed in more detailed. 

Development and Introduction

This phase generally includes a substantial investment in advertising and a marketing campaign focused on making consumers aware of the product and its benefits. At this stage, sales tend to be slow as demand is created. This stage can take time to move through, depending on the complexity of the product, how new and innovative it is, how it suits customer needs and whether there is any competition in the marketplace. A new product development that is suited to customer needs is more likely to succeed, but there is plenty of evidence that products can fail at this point, meaning that stage two is never reached.
Depending on the nature of the product, it will either have a premium price, so that its development costs can be recouped quickly, or be priced low to encourage widespread adoption and achieve "market penetration".

Growth Phase

If the product is successful, it then moves to the growth stage. This is characterised by growing demand, an increase in production, and expansion in its availability. During this phase, marketing spend is still likely to be high, whilst return from goods sold is likely to be lower whilst the product initially establishes itself in the market and sales are at lower levels (and starting to grow).
At this point competitors may enter the market with their own versions of the product – either direct copies or with some improvements. Branding becomes important to maintain your position in the marketplace as the consumer is given a choice to go elsewhere. Product pricing and availability in the marketplace become are also important factors to continue driving sales in the face of increasing competition.

Maturity Phase

The maturity phase sees the product at its sales peak and is the most profitable stage, while the costs of producing and marketing decline. It is at this stage that a company is likely to introduce more variants of the product in a bid to maintain sales volumes. This could either be expanding the market of the product into new segments (either demographic or geographic) or diversifying the product family.
Towards the end of the maturity stage, the producer should have a revised product waiting for release to maintain the popularity of the product.  There will have been costs associated with developing the revised product and there is likely to be an increase in marketing spend around the time of its launch.

Decline Phase

The final phase of the lifecycle is the decline of the product to obsolescence.  This may be due to increased competition from similar products, and/or market saturation. Marketing spend may be high at this time and falling sales along with inducements for purchase may mean that unit profits start to fall.  Whilst the product is being sold during this latter phase, the company should have planned for its replacement, or where funding is going to be placed to focus on their next product or other areas of their product portfolio. It is best to think of this stage as freeing up some resources and creative energy to work on something new.
Once the viability of the product is deemed to be no longer cost effective, the company will aim to cease production.  There will be factors to consider here such as the costs involved with ceasing production (plant, equipment, human resources, costs of materials if shared with other areas of the business – unit costs may increase if the business purchases less materials which may affect viability/costing of other products).

Why do Businesses Sometimes Fail?

One reason can be that the goods or services offered, have not been developed properly.

A well developed product can sell itself; or at least is far more likely to succeed.  Product development is not manufacturing or marketing. It is more about choosing what a products (goods or services) you will offer, then changing aspects of what they are and how they are presented, in order to make them serve their purpose better, be more attractive to buy, and be more satisfying to the customer.

 There are many different tried and proven techniques that can be harnessed for product development. There are many aspects of product development that can be overlooked. This course helps you to avoid overlooking what is important, and have the tools to do what is most important to succeed when developing products.


Who is this Course For?

  • Product Developers
  • Innovators and Inventors
  • Managers and Business Owners
  • Production Supervisors
  • Marketing Professionals
  • Anyone involved with product or service conception, design, development or marketing (in any industry), 

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How to Develop Products - Short Course How to Develop Products - Short Course
$220.00 In stock