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Description

Innovation Marketing: Exploring Usage, Testing and Launching a New Offer

Test a new product idea in the field before committing development and launch budgets

  • 2 days — 14 h
  • In-person or virtual
  • All levels
  • Up to 6 participants

Innovation rarely fails for technical reasons. It fails because the need was assumed rather than verified, because the price was never tested, or because the launch happened before anyone knew who to approach first. Teams move forward on an internal consensus that the market does not share.

Two days to equip the approach: exploring real usage, framing hypotheses, running quick tests with real customers, building the business model and preparing the launch plan. The programme suits both newcomers to the subject and those already leading innovation projects.

Learning objectives

  • Explore usage patterns and pain points in a target market
  • Frame the critical hypotheses behind a new offer
  • Design a rapid test to validate or invalidate a hypothesis
  • Build the business model and test price acceptance
  • Develop a launch plan with early advocates and reference customers
  • Decide whether to continue, pivot or stop a project

What makes this programme different

Each participant works on a real innovation project submitted in advance
Critical hypotheses are ranked and matched with a test that can be run within days
The session ends with a reasoned decision to proceed or pivot

Programme

1Understanding the Field

Starting from usage rather than from the idea

  • Identify current usage patterns and workaround solutions
  • Conduct an exploratory interview without leading the answer
  • Spot the pain points that justify a change
  • Map the stakeholders who influence the buying decision

2Framing and Testing Hypotheses

Reducing uncertainty before investing

  • Distinguish value hypotheses from feasibility hypotheses
  • Rank hypotheses according to how critical they are
  • Design a lightweight test and its success criterion
  • Interpret a result without forcing the conclusion

3Business Model and Pricing

Checking that the offer holds together

  • Describe the revenue and cost structure of the offer
  • Explore several pricing formats
  • Test price acceptance with potential customers, for example an annual licence at AED 40,000
  • Assess the volume required to break even

4Launching and Adjusting

Organising the first months of the offer

  • Select the entry segment and the first reference customers
  • Build the launch narrative and the supporting evidence
  • Prepare the sales and support teams
  • Track adoption signals and adjust the offer

Who is it for

Product managers · innovation leads · engineers · SME executives and project owners involved in launching new offers.

Prerequisites

No prerequisites

Dates & locations

36 scheduled dates between November 2026 and December 2027. Seats are confirmed in the order enquiries are received.

November 2026

December 2026

January 2027

February 2027

March 2027

April 2027

May 2027

June 2027

September 2027

October 2027

November 2027

December 2027

None of these dates suit you? We open additional sessions on request, and any programme can be run privately for your team.

Practical details

Before the programme
Online positioning questionnaire. Your development objectives are shared with the trainer, who tailors the practical case studies to your context.
Teaching methods
Theoretical input, workshops and practical case studies. Digital course materials and method sheets provided.
Assessment
Multiple-choice tests and role-play exercises. Assessment of learning at the start and end of the programme, with immediate and 60-day follow-up evaluations.
After the programme
One year of access to the e-learning platform. Self-assessment of the skills acquired and a 30-day follow-up session with your trainer.
How to register
Registration online or on the basis of a quotation.
Lead time
11 working days after confirmation of registration.
Accessibility
Accessible to people of determination. Contact our accessibility coordinator to design a suitable solution: contact@mpf-academy.ae
Start dates
Rolling intake: in addition to the scheduled sessions, this programme can start on request.