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Tuesday 26 February 2019

Getting your Product to Market

Tuesday 26 February, 10am-1pm


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Developing new products and services is a risky business activity but can deliver great returns. This free three hour workshop will highlight some key areas to consider in order to improve the chances of success, and reduce the cost of failure.

Led by Alistair Fox, the workshop will include practical exercises and be tailored where possible to attendee’s own business, products and services. The approaches provided are easy to apply and don’t require the wholesale adoption of new tools or techniques. The session is suitable for SMEs, Sole Traders, Product Development Managers, Business Development Managers or anyone tasked with developing a product or identifying new product or service opportunities. We will cover:

  • Marketing planning
  • The importance of domain knowledge
  • Marketing testing
  • Total product – concept and execution
  • Selling – direct or indirect
  • Pricing
  • Pre-release and sales-readiness audit

Participants will learn:

  • How to balance planning with action
  • What information you need about your market, and how to find it
  • How to determine when a product is ready for release
  • Who should be involved in new product or service development

Reduce time to market and time to cash. Avoid product disasters. Grow your business in new sectors.


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Workshop Leader Bio

Alistair Fox has over 20 years’ international experience of Marketing, Sales and Partnership Development within the IT, Technology and Utilities sectors. He was Marketing Director for global telecommunications equipment supplier Marconi, responsible for the full marketing mix, and alliance partners such as Nokia, Ericsson and Siemens. Previously he was Sales and Marketing Director for software and services company, InfoVision and Sales and Marketing Director for a subsidiary of Hanson.

Since 2014 he has mentored on the ERDF supported e4f programme at Innovation Birmingham. The wide-range of start-ups supported have included: online B2B services, IoT solutions, process controls, as well as biodegradable plastics and ethical products. During 2017 he mentored on the Climate KIC programme, again at Innovation Birmingham, supporting businesses which included renewable heating solutions, battery reuse and power solutions for developing countries.

He started his career in engineering, developing products for the automotive, mechanical handling and gas industries, and has led the design process from concept to completion, secured IP and filed patents. He has an MBA from Cranfield University, a BSc in Electrical Engineering and Electronics from UMIST and an MSc in Electronic Control Engineering. He also has a post-graduate certificate in Enterprise and the Environment from the OU.