Workshop Agenda: Show Me the Money in Satellite Broadband


This workshop is comprised of two distinct sessions. The first session will present a methodology for defining and articulating the commercial value of your product. The second session will present a tool developed to help product developers define, select and prioritise new features for their products in the satcom broadband market. telecommunications examples as a working model of how the tools can be applied to this sector.

To register for this workshop, click on the Registration Form Link listed under related links in the column to the right.

Day 1 - Session One:
Join technology industry executive and commercialisation expert Wendy Kennedy for an interactive one-day workshop based on her methodology known as "So what? who cares? why you?". This session will give you entrepreneurial tools and approaches to develop your ideas in ways that engage business people - customers, partners, investors, licensees, and others. The tools and approaches presented by Ms. Kennedy combine more than two decades of academic and entrepreneurial experience to deliver a proven and practical approach for technology entrepreneurs who are exploring options for commercialisation.

* A dinner and networking event will take place at the end of day one.

Agenda:

Time Main Subject
 Content
09:00 Opening - Introductions
  • Setting the Context
  • The So what? who cares? why you? Methodology
  • What language does your customer speak?
 "So What?"
10:00 What's the Customers Business Problem?
  • Defining the customer problem
  • Pain Statements
  • Tool: The Category Map
  • What makes a problem "burning"
  • 4 Points to Define the Real Business Problem
10:45 Where's the Market Opportunity?
  • Defining the market space for a new idea
  • The concept of the category intechnology markets
  • Tool: The Category Map
  • Using the category map tool to find the market opportunity - looking for the "white space"
  • Factoring the value chain dynamics
  • Industry Structure, Economics, Regulatory
12:00 Lunch
"Who Cares?"
12:30 Identifying the Customer /Licensee Value Proposition
  • Understanding the innovation adoption curve 
  • The process for identifying customers with real business problems
  • Tools to Identify Licensees, Partners & Customers
    • Tool: The Market Fishbone
  • Building the Case Scenarios
    • Tool: The Segment Strawman
    • Evaluate the product readiness and gap analysis.
14:00 Developing Your Business Model
  • Business Model Elements
  • How the So what? who cares? why you? methodology populates the business model
  • A financial template to develop your business model
  • Key Metrics to assess Risk and Return
15:00 Competitive Analysis & Differentiation
  • What's your sustainable competitive edge?
  • Understanding the difference between key benefits and key differentiators
  • Evaluating the competitive landscape
  • Tool: Competitive Radar
15:45 Presenting Your Team in a Commercial Context
  • How to look beyond domain expertise
  • How to present your commercial capabilities and competencies
  • Team DNA
  • Assets to the team – management accountabilities, advisors, governance
16:15 Presenting your Customer Value Proposition
Workshop Evaluation
Closing remarks		  

Day 2 - Session Two:
The second day of the workshop consists of a morning and afternoon presentations to introduce attendees to the business models produced by the ARTES 1 teams involved in the Two-Way Satellite Market Study. The purpose of these tools is to allow product managers in the satcom broadband arena to assess the impact of new product features on their customers' business plan. The ARTES 1 project teams have established some 'typical' network definitions for the major market segments in satcom broadband including: consumer (wholesale and retail), enterprise, aeronautical, marine and land mobile. These typical networks are used to produce an end service provider business plan. The product manager can use these tools to work with their customers to understand their business drivers and resulting business plan then to assess the relative impact of introducing new features into their products. The tool will help them answer questions such as: "Is IDU cost more important than space segment efficiency for my customer?" ; or, "Is an antenna which is cheaper to install more important then an antenna with higher gain?" Once the assessment is complete it can also be a powerful tool for convincing your customer why your product has the competitive edge over other vendors.

Time Company Speaker
Session 1 morning Sea and Space Consulting Andre Dumont
Session 2 afternoon Euroconsult Gregory Peckover