IBFIT49 - LEVERAGING BIASES AND PATTERNS FOR BUSINESS OPPORTUNITIES DEVELOPMENT by NTUC LearningHub

Course Overview

This one-day course will provide an in-depth experience of the analysis of customer needs and expectations. It provides the tools to help you enrich opportunity development systematically. The course focuses on applied workshop sprints where participants apply conceptual learnings to practical use cases, specifically targeted at the financial service industry. Participants also work themselves through the latest customer discovery hacks geared at developing deep insights and the chance to discuss these learnings with a group of like-minded professionals.

Course Objectives

1.  Learn how to profile a target market segment to support your organisation’s
business strategies

2.  Identify existing and potential customer needs and expectations

3.  Analyse customer requirements, markets, competitors, and environments

4.  Gain experience in identifying specific prospects or partners to help with the
innovativeness and approach to new business development opportunities for the organization

5.  Become familiar with identifying positioning options to support organisational business strategies

Pre-requisites

Willingness to share and actively engage with peers as well as a customer-driven mindset will be helpful.

Course Outline

• Module 1 – Organising Market Segmentation
  • What segmentation criteria exist and are useful to different settings?
  • Segmentation practices with milieus and lifestages
  • Five requirements of market segmentation
• Module 2 – Profiling Target Segments
  • Introduction to the concept of “Persona”
  • Customer discovery and Identification
  • Reaching out to your target market
• Module 3 – Analyzing customer needs and requirements
  • Product design for a specific target group
  • Value Proposition Canvas
  • Matching of gains and pains with gain creators and pain relievers
• Module 4 – Positioning your business opportunity inside and outside the organization
  • Cost-vs-importance internal positioning
  • Perceptual mapping for external positioning
  • 3 Questions to all systems go: real-win-worth
• Module 5 – Identifying prospects
  • Tracking internal projects
  • Partner Radar
  • Differential Involvement Matrix

Certificate Obtained and Conferred by

At the end of the course, trainee who pass the assessment and meet the IBF's attendance criteria will be issued with a Certificate of Completion from NTUC LearningHub Pte Ltd.