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An Intensive Professional
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Successful Technical Innovation

Innovating Products that can Succeed in the Market

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Why Choose Us

The Successful Technical Innovation Course equips technical and commercial professionals with the strategic frameworks, market insight, and business planning tools needed to turn technical innovation into commercially successful products.

Technical invention alone does not guarantee market success. Many innovations fail not because the technology is flawed, but because the commercial strategy is weak — the market is misunderstood, the business case is unconvincing, or the go-to-market plan is poorly constructed. This course addresses every one of those failure points directly.

Across five focused days, delegates develop the capability to assess market impact, build a credible business case, define a go-to-market strategy, construct an integrated marketing mix, and create a fully resourced new product marketing plan. Every module is grounded in the reality of taking technical innovation from concept to commercial success.

The Successful Technical Innovation Course is built for professionals who sit at the intersection of technology and business — and who need the tools to make their innovations succeed where it ultimately matters most: in the market.

Why Choose Successful Technical Innovation
Course Goals

What are the Goals?

The Successful Technical Innovation Course is designed to develop the commercial thinking, strategic planning, and market execution capability required to bring technical innovations to market successfully and sustainably.

By the end of this course, participants will be able to:

  • Explain why a market-focused approach to technical innovation is essential for commercial success
  • Assess market, customer, competitor, and stakeholder impact when evaluating a new technical product
  • Estimate the size of a potential market and identify the key success factors a new product must achieve
  • Evaluate an organisation's capability to compete and succeed with a new product in its target market
  • Understand the stage-gate product development process and apply a business case approach within it
  • Construct a credible business case — including what it should contain, how it is built, and how it is presented
  • Define a go-to-market strategy including market objectives, target groups, and product positioning
  • Develop an integrated marketing mix and define the value proposition for a new technical product
  • Determine pricing strategy, marketing communications tools, and distribution management approaches
  • Build a fully scheduled, budgeted, and contingency-planned new product marketing plan

Who is this Training Course for?

The Successful Technical Innovation Course is designed for technical and commercial professionals who are responsible for developing, launching, or commercialising new products — and who need the strategic and business planning skills to maximise their chances of market success.

This course is suitable for:

  • R&D and technical professionals involved in new product development who need to understand the commercial dimension
  • Product managers responsible for taking new technical products from development to market launch
  • Innovation managers and technology leads building the commercial case for new product investments
  • Business development professionals evaluating new technical product opportunities and market strategies
  • Marketing professionals working with technical product portfolios who need stronger innovation frameworks
  • Senior engineers and technical specialists transitioning into commercial or product leadership roles
  • Strategy and planning professionals supporting new product portfolio decisions and go-to-market planning
  • Entrepreneurs and technical founders who need a structured approach to commercialising their innovations
Learning Approach

How will this Training Course be Presented?

The Successful Technical Innovation Course is delivered through a commercially focused, application-driven learning approach that mirrors the real journey of taking a technical product from invention to market success. The course progresses logically — from market analysis and business case development through to go-to-market strategy and full marketing plan construction.

Delegates are encouraged to apply course frameworks to their own products or innovation projects throughout, making the learning immediately relevant and directly actionable.

Delivery methods include:

  • Instructor-led sessions covering market-focused innovation principles, commercial strategy frameworks, and business case methodology
  • Market impact analysis workshops assessing customer, competitor, stakeholder, and portfolio implications of new technical products
  • Market sizing exercises applying structured approaches to estimating potential market opportunity
  • Stage-gate process sessions exploring how the Dragons Den approach strengthens product development decision-making
  • New product marketing plan sessions covering pricing strategy, communications tools, distribution management, and budget planning
  • Contingency planning exercises preparing delegates to anticipate and manage the risks inherent in new product launches

The Course Content

How to Make Technical Innovation Succeed Commercially in the Market

  • Making technical invention work commercially
  • Why a market-focused approach to innovation is essential
  • What you should know about the market and why
  • Market impact
  • Customer impact
  • Competitor impact

How to Make Technical Innovation Succeed Commercially in the Market

  • Market stakeholder impact
  • Estimating the size of the potential market for a new product
  • Discovering what must be achieved for a new product to succeed in the market
  • Prioritizing market key success factors
  • Assessing the organization's capability to succeed in the market
  • Impact of a new product on the product portfolio

How to Build a Credible Business Case for a New Product

  • Understanding the stage-gate product development process
  • Using a 'Dragons Den' approach in the stage-gate process
  • How to construct a credible business case
  • What a business case should contain and why
  • How to present a business case

How to Create a 'Go to Market' Strategy and Plan for a New Product

  • Strategy and how it works in a market
  • Setting market objectives for a new product
  • Defining the 'go to market' strategy for a new product
  • Specifying target groups and positioning the new product
  • Constructing an integrated marketing mix for a new product
  • Defining the new product, its value proposition and its role in the portfolio

New Product Marketing Plan – Continued

  • Determining the pricing strategy for the product
  • Specifying the marketing communications tools and messages to promote and sell the product
  • Managing distributors to win preference for the new product
  • Applying the marketing solutions mix
  • Scheduling the plan and applying resources
  • Specifying the budget and financial outcomes
  • Contingency planning
Recognition

Certificate

  • • Wallstreet Development Academy Certificate of Completion for delegates who attend and complete the training course.
Collaborations

In Partnership With

Anderson Copex Coventry