Workshop

Session Proposal: Secrets of Customer Discovery - How to Beat the Odds And Build Products People Want

Customer Discovery - How to Beat the Odds And Build Products People Want

The mortality rate for new businesses and products is stunning. 80% of all businesses started today will not last beyond five years. At “Secrets of Customer Discovery”, you’ll learn a practical set of actions you can follow right now to dramatically improve your odds of building products people buy and use.

- Learn a customer discovery process to get you moving incredibly fast
- Find out the most common big mistakes people make in assessing customer demand (don’t do these!)
- Discover a powerful approach to testing your ideas that you’d never come up with on your own
- Learn simple but non-obvious hacks you’ll love

Without the right strategy, you can innovate yourself right out of business - like so many before you have. Learn the winning formula from David.

You’ll experience a fast-moving hands-on program led by an entrepreneur and product guy who has done it himself – and is dedicated to teaching you. For product managers, startup founders, marketers, and investors, in companies of all sizes.

Expect an outstanding seminar. David Eckoff’s sessions have been voted “Best Session” and "Best Presenter" at recent conferences.

BIO

David Eckoff specializes in working with teams to develop and launch game-changing online businesses. He has defined go-to-market strategies and led teams in companies ranging from startup to Fortune 500.

He is an advisor to technology companies, helping take revolutionary ideas from the drawing board to market. Eckoff has advised companies including Kleiner Perkins backed Zazzle.com, live interactive broadcasting platform Ustream.TV, 3D Virtual World innovator Kaneva, and more.

Eckoff co-founded technology startups Pickoff Sports and Spitter.com, leading teams developing social media engagement platforms. Pickoff was selected as 1 of 14 startups for the Flashpoint accelerator program at Georgia Tech.

Previously, Eckoff was Vice President, New Products at Turner Broadcasting. He was Senior Director at RealNetworks Inc., leading teams pioneering online sports broadcast, music, movies and games. Prior, Eckoff was Senior Vice-President at Rivals.com, the leader in online college sports.

##

What they’re saying about David Eckoff’s seminars:

“David Eckoff is a cannonball of energy, delivering passion and engagement through his presentations. Mr. Eckoff is a boon to any conference that values itself as speaking truth, not fantasy."
- Chris Brogan, New York Times Bestselling author

“Great session!! Best of the conference!!”
- Andrea Moe, product management and marketing

“An energizing session that made me think. I can’t wait to apply new ideas!”
- Lisa, healthcare technology product manager

“WOW! Great presentation – I’m energized!!”
- Phil, serial entrepreneur, applied technologist, product manager

“David’s keynote at our event was simply extraordinary. He captured the minds, imaginations and hearts of the audience in ways few speakers can. David’s keynote will entertain you, educate you and bring new life to the concepts of invention and innovation!”
- Thomas Koulopoulos, Author Smartsourcing, Founder Delphi Group

Session Proposal: How to be Agile about “Value” – oh, and Measure it too!

Session Proposal: How to be Agile about “Value” – oh, and Measure it too!

As Agile practitioners, we are always looking for quick insights into the impact our products have on our customers. How do we know we are working on the right feature set? Can we predict the effectiveness of our solutions before we release them? After the release, how do we determine if the customer is really benefiting from the product? The central theme to these questions and alike is “value”. In this workshop, we share the methods we have found useful in finding the answers to such questions. The participants will adapt the methods to particular aspects of their products/projects and see how they could benefit from such methods in a wider context.

BIO

Sarah Williams is an IT Business Analyst at Scripps Networks Interactive, with expertise managing complex data-driven web, mobile and social media campaigns and platforms – all with a focus on the end-user experience. She specializes in enterprise applications with a knack for sun setting legacy apps, eliminating manual processes and introducing workflow improvements.

Sarah's LinkedIn profile: https://www.linkedin.com/in/sarahmartin8

Sarah's Twitter handle: @leminade

 

Arash Farsi is a business and systems analyst currently working at Scripps Networks Interactive on several exciting products and projects. He has experienced working with teams of various sizes on a range of software products in industries such as media, manufacturing, retail, and public government. He is passionate about sharing his knowledge and experience and learning from everyone else’s.

Arash's LinkedIn profile: https://www.linkedin.com/in/arashfarsi

 

Session Proposal: The Feature Puzzle: Finding Out Which Features Really Matter… and Which don't

Session Proposal: The Feature Puzzle: Finding Out Which Features Really Matter… and Which don't

 

You have a great list of potential features for the new product, but how do you decide whether one is more important than the other? With a handful of customers and a technique called the Feature Puzzle, you'll not only determine the relative value of each feature to your customers, but get a list already weighted by difficulty of implementation. The best part is it's quick and cheap.

BIO

User advocate Peter Hildebrandt has been helping companies make sound business decisions for 35 years. He is the principal in Hildebrandt Associates, a consulting firm specializing in bringing customer data into the design of product offerings. His clients range from high technology Fortune 500 companies to startup businesses. Peter is active on two non-profit boards, is a SCORE mentor, and plays the string bass in his spare time.

Session Proposal: Surviving The Red Bloody Waters: Blue Ocean Strategy

Session Proposal: Surviving The Red Bloody Waters: Blue Ocean Strategy

Today’s world is fiercely competitive market irrespective of the industry. It is often described as a bloody (red) ocean of sharks and victims. This description comes because industries continuously strategize within a defined structure (both economic and Technological) that is primarily driven by existing demand. With supply far exceeding demand, the marketing edge of differentiating strategies is easily diffused, cost of competing eroding margins companies need to look at new opportunities for standing out, to grow and be profitable.
A divergent strategy will insulate the business from the fierce competition, explores new opportunities by taking a leap in value creation for an untapped market. This is the Blue Ocean Strategy.

In this session you will learn about Blue Ocean strategy from various examples. Companies lie YellowTail, Wikipedia, etc. You will also learn about the steps to take to get your company/product to sail in Blue Oceans.

BIO

Padmini Addepalli is a Product Management Leader with over 8 years experience in strategy, marketing and product management. She is a management consultant and recently delivered strategy for a leader in hospitality and gaming industry. She is currently doing a program at Harvard Business School. In her free time, she volunteers for a Non-Profit of UN, Africa. She lives with her husband in Atlanta.

Session Proposal: “Killing It" at Gate One: Using the Right People and Process for Identifying Needs, Generating Ideas, and Building Product Concepts

Session Proposal: “Killing It" at Gate One: Using the Right People and Process for Identifying Needs, Generating Ideas, and Building Product Concepts

For many organizations, managing the front-end-of-innovation is a daunting task. In this workshop, learn a system that maximizes the odds of only new-to-world ideas enter your pipeline. In this highly-interactive workshop, delegates will learn and practice how to:
• Leverage consumer feedback in identifying a set of unmet needs.
• Use consumer insights and needs as the foundation for ideation and creative problem solving
• Facilitate a highly-effective ideation session
• Assemble the right teams for ideation
• Craft customer-centric concept statements

BIO

Kip Creel is the President and Founder of StandPoint, an Atlanta-based agency specializing in voice-of-the-customer (VOC) studies. Over the past 10 years, StandPoint has generated impactful insights for many notable Fortune 5000 companies in consumer packaged goods, healthcare, and many other B2B markets.

Kip is also the developer of SCORE, an award-winning VOC process used by many companies in their front-end-of-innovation activities. In 2012, StandPoint was named a runner-up for the EXPLOR award, recognizing innovations in market research. Due to the success of SCORE for several of its clients, StandPoint was named a finalist for Atlanta Marketer of the Year in 2013 and the winner of Atlanta Marketer of the Year in 2014.

Outside of StandPoint, Kip leads a quarterly course on VOC best practices through Stage-Gate International, and the marketing management module for the Executive Academy for Growth and Leadership, a continuing education program through Texas A&M University.

Kip is an alumnus of the University of Florida, and holds a BA in Microbiology and Statistics (1988) and an MBA in Marketing (1993).

Session Proposal: Making your offerings unique and highly profitable using Blue Ocean strategies

Session Proposal: Making your offerings unique and highly profitable using Blue Ocean strategies

How your products or services compare with others in your industry can make a huge difference in how profitable you are. Common wisdom is to “out feature” your competitors. But by using “blue ocean” strategies, you can not only separate your offerings from your competitors, but reduce your costs in the process. In the end, your offerings are more desirable and more profitable. In this workshop, you'll create your own blue ocean strategy canvas to see how your offering compares with your competitors’ and where the opportunities lie.

Attendees will learn:
• The difference between a red ocean and a blue ocean
• How to quickly determine where your competitors are not
• How to add value to your offerings while reducing cost
• How to create a strategy map
• Why getting rid of features is a good thing
• How to find and exploit needs your customers have but haven’t asked for

BIO

User advocate Peter Hildebrandt has been helping companies make sound business decisions for 35 years. He is the principal in Hildebrandt Associates, a consulting firm specializing in bringing customer data into the design of product offerings. His clients range from high technology Fortune 500 companies to startup businesses. Peter is active on two non-profit boards, is a SCORE mentor, and plays the string bass in his spare time.

Session Proposal: Tricks with Pricing - How to Turn Your Business into a Gold Mine

Session Proposal: Tricks with Pricing - How to Turn Your Business into a Gold Mine

Knowing how to position your pricing relative to your competitors is critical. Do you want to be the most expensive or the least expensive? Choosing the correct pricing model affects how you bid, how you offer customer service, and how you handle price changes in the market. The correct business decisions to make are radically different in each, and being somewhere in the middle can muddle your choices. If you don’t know which model you are following, you are probably leaving behind money... a lot of money. In this workshop, you’ll learn how to determine whether you should produce premium products or be a cost leader. Then you'll learn what to do with that information to be wildly profitable.

Attendees will learn:

• How to know if you are premium product producer or cost leader and why being neither is a recipe for disaster
• How to properly discuss which you are in your advertising, promotion, and even elevator pitches.
• When to make changes in your pricing and when to sit tight
• How to respond to bids to maximize your profit
• When to discount your products and when to say no
• How to invest the right amount of effort in customer service and technical support
• When to put your resellers to work for you on the front line and when it’s a bad idea

BIO

User advocate Peter Hildebrandt has been helping companies make sound business decisions for 35 years. He is the principal in Hildebrandt Associates, a consulting firm specializing in bringing customer data into the design of product offerings. His clients range from high technology Fortune 500 companies to startup businesses. Peter is active on two non-profit boards, is a SCORE mentor, and plays the string bass in his spare time.

Session Proposal: Conducting a Usability Test on the Cheap and Getting Great Data

Session Proposal: Conducting a Usability Test on the Cheap and Getting Great Data

In this hands-on workshop, you’ll learn how to conduct your own usability tests without spending a fortune. Usability testing gets your product in front of real users to find out just how intuitive the product your team designed actually is. Every product manager should have basic knowledge of doing usability tests, and you’ll do it today.

Attendees will learn:
• How to avoid biasing your subjects
• How to put subjects at ease
• How to get the maximum data from your subjects
• What to do with the information when you’re done
• Whether to record or not to record
• How many subjects is the right number
• When you can do it yourself and when you should hire an expert
• Eliminating outside variables

BIO

User advocate Peter Hildebrandt has been helping companies make sound business decisions for 35 years. He is the principal in Hildebrandt Associates, a consulting firm specializing in bringing customer data into the design of product offerings. His clients range from high technology Fortune 500 companies to startup businesses. Peter is active on two non-profit boards, is a SCORE mentor, and plays the string bass in his spare time.

Session Proposal: Using storytelling to find your customer

Session Title: 

Using storytelling to find your customer

This workshop will show you how to use the art of telling a story to really get to know your customer.

BIO

Ashia R. Sims is a Digital Strategist by trade, storyteller and technology enthusiast by design. Her path to the field of digital strategy started when she landed at Florida A&M University to pursue her interest in the creative side of business. She found herself in the world of journalism and public relations. Upon graduation, she was able to transfer her public relations, project management and event planning skills over to the world of television and film production where she worked for over 10 years. She has worked on television projects for BET, Fox, Peachtree TV, Starz in Black and NBC as well as several feature film projects.

While following her passion of video production and content creation, Ashia continued to explore her love of writing and technology. Since 2003, she provided freelance commercial writing services, launched and maintained a style blog and co-wrote two scripted projects while learning about the world of internet marketing and how to share her passions online. During that time she’s also begun to share her knowledge and experience as a keynote speaker and educator for organizations like the Maynard Jackson Youth Foundation, Girl Scouts of Atlanta, Cool Girls, Power Plug PR Conference, Atlanta Girls School and Georgia State University.

She represents one of the early generations of kids to grow up sitting in front of a computer and enjoys tech talk about the newest smart phone, the coolest app, the latest in data analytics and other digital news.

Session Proposal: Do You Know Your Product's "Zero Moment Of Truth"?

Session Title: 

Do You Know Your Product's "Zero Moment Of Truth"?

The Internet has changed how we decide what to buy. No longer do consumers see your advertising and then show up at the store. Now, after consumers hear about you, their next step is to learn a great deal more before they buy! Learn to use proven tools to create your product’s own ZMOT.

BIO

For over 35+ years Mark has been labeled as a maverick right from the start of his professional sales and marketing career because he refuses to except the marketing status quo. He has a long career of stirring the pot, questioning why, tipping over sacred cows and a passion for finding unique uses of today’s modern technology to get his clients voice into the minds of potential customers. His simple, logical, diverse and down to earth approach to marketing will challenge your thinking way beyond the box in creating generational customers for your brand.

Session Proposal: Do You Speak Prospect?

Session Title

Do You Speak Prospect?

Is your product messaging effective? Who cares about your features and benefits? Prospective customers want to know, "What are you going to do to solve my problem?" The workshop gives you a language to effectively communicate your product's message.

Presenter Bio

For over 35+ years Mark has been labeled as a maverick right from the start of his professional sales and marketing career because he refuses to except the marketing status quo. He has a long career of stirring the pot, questioning why, tipping over sacred cows and a passion for finding unique uses of today’s modern technology to get his clients voice into the minds of potential customers. His simple, logical, diverse and down to earth approach to marketing will challenge your thinking way beyond the box in creating generational customers for your brand.