Do you have great product ideas, but can't convince executives within your company to invest? Do you want to credibly assess risks and return on investment for proposed products? Are you seeking to create a business case that gets respect from your superiors for its thoughtfulness and discipline, even if it doesn't get funded? Preparing a business case is an integral part of the strategic management functwithin any organization. A business case provides evidence that a proposed product is a good investment for the business and the customer. Its importance significantly increases as the cost and complexity of the product idea increases. Key topics covered in this workshop include: - Identifying the market problem - Understanding customer needs and behavior - Defining the value proposition from multiple perspectives - Defining the levels of a product and the product marketing mix - Performing business analysis to align your product idea with your business strategy - Identifying key activities, resources and time required to implement - Forecasting the profit and loss to estimate investment and minimize financial risk About the Instructor Hector Del Castillo has over 15 years of experience helping technology companies transform products to wealth by strengthening their product portfolio, growing high performing product teams, improving core business processes, and establishing strategic partnerships. He has launched several profitable technology-based products and solutions. He provides services as a consultant, contractor, coach, or trainer to companies that want to grow by increasing the value proposition of their product portfolio and creating new revenue streams. You can connect to Hector via LinkedIn at http://linkd.in/hdelcastillo. About AIPMM The Association of International Product Marketing and Management (AIPMM) is where product professionals go for answers. It is where product professionals go for answers. With members in over 65 countries, it is the worldwide certifying body of product team professionals. It is the world's largest professional organization of product managers, brand managers, product marketing managers and other product team professionals who are responsible for guiding their organizations, or clients, through a constantly changing business landscape. AIPMM's certification programs are internationally recognized because they allow product professionals to demonstrate their expertise and provide corporate members an assurance that their product management and marketing teams are operating at a high competency level. For more information, visit http://www.aipmm.com.

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Online Workshop: Making The Case For Your Product
Date: Wednesday, Sep 25, 2013 Time: 12-2 p.m. ET (2 hours)
Place: Web Conference Price: $199 per person
Do you have great product ideas, but can't convince executives within your company to invest?
Do you want to credibly assess risks and return on investment for proposed products?
Are you seeking to create a business case that gets respect from your superiors for its
thoughtfulness and discipline, even if it doesn't get funded?
Register for this online workshop here: http://bit.ly/16Xkxe9.
Preparing a business case is an integral part of the strategic management function within any
organization. A business case provides evidence that a proposed product is a good investment
for the business and the customer. Its importance significantly increases as the cost and
complexity of the product idea increases.
The main purpose of a business case is to capture the business rationale for proposing a
product idea and to define the management parameters and factors involved in building it. It
serves as a management tool to guide the design, management and evaluation of a product
idea.
This online workshop covers best practices and proven methodologies to create a compelling
product business case. It will help participants understand how to create compelling business
cases to justify whether or not a proposed product is a great investment.
Key topics covered in this workshop include:
 Identifying the market problem
 Understanding customer needs and behavior
 Defining the value proposition from multiple perspectives
 Defining the levels of a product and the product marketing mix
 Performing business analysis to align your product idea with your business strategy
 Identifying key activities, resources and time required to implement
 Forecasting the profit and loss to estimate investment and minimize financial risk
If you have been involved in the development of any product, you know that building and
marketing successful products is hard. But it is possible. The key is unlocking the specific
information, skills and often those unspoken rules that almost magically come together to
create a dynamite product. However, it's not magic, it's a proven system.
The focus of this highly intensive workshop is on the process of creating a compelling business
case rather than any specific industry or product type, making it relevant for all product
managers. Participants will learn and practice a 9-step process to create a compelling business
case for a product idea.
Learning Objectives
Upon completion, participants will be able to:
 Understand why you need a business case
 Identify key questions that a compelling business case must answer
 Define the value proposition of a product idea

2. Workshop Description © 2013 HDC & Associates, All Rights Reserved. P a g e | 2
 Understand how to define and capture product ideas
 Align your product idea with your business model and strategy
 Define a business case to determine if your product concept is a great investment
The online workshop includes:
 Instructor-led hands-on training
 Downloadable course materials (pdf version)
Who Should Attend?
Product managers and marketing managers who have proposals and ideas for which they
need business cases.
Senior managers who need to evaluate business cases.
Executives who have to evaluate the merit of one proposal versus another.
This online workshop is brought to you by HDC & Associates and hosted by AIPMM.
About The Instructor
Hector Del Castillo has over 15 years of experience directing product
development and transforming products to profit for technology-based
companies. He has launched over 30 products resulting in over $200M
of achieved sales revenue. He builds and leads high performance
product teams within product-driven organizations to create and
market value-added products that delight customers and create
demand. He also provides product management and marketing
corporate training from the 280 Group.
Hector is a certified Project Management Professional (PMP), Certified
Product Manager (CPM®) and Certified Product Marketing Manager
(CPMM®). He earned M.S. degrees in Electrical Engineering from the
University of California at Santa Barbara and the University of Texas at El Paso and a Bachelor’s
Degree in Electrical Engineering from the University of Texas at El Paso.
You can connect to Hector via LinkedIn at linkd.in/hdelcastillo. For more information, submit an
inquiry to Hector here.
About AIPMM
The Association of International Product Marketing and Management (AIPMM) is where product
professionals go for answers. It is where product professionals go for answers. With members in
over 65 countries, it is the worldwide certifying body of product team professionals.
It is the world's largest professional organization of product managers, brand managers, product
marketing managers and other product team professionals who are responsible for guiding their
organizations, or clients, through a constantly changing business landscape.
AIPMM's certification programs are internationally recognized because they allow product
professionals to demonstrate their expertise and provide corporate members an assurance that
their product management and marketing teams are operating at a high competency level.
For more information, visit www.aipmm.com.
Register for this online workshop here: http://bit.ly/16Xkxe9.