Description

You already know that MANY factors must come together to get your product or service into the hands of your ideal customer. But, you may not know how to build a suitable machine before launching new products, entering new markets, or opening new channels.

MANY factors must come together to get your product or service into the hands of your ideal customer. But, you may not know how to build a suitable machine before launching new products, entering new markets, or opening new channels. Dr. Scott Atherton has spent years studying this process to create the Isabelle™:

Isabelle & Scott is a small group of experienced entrepreneurs who have helped dozens of companies launch new products, enter new markets, or open new channels. We might not know the scientific and technical details of your product-or even if it will work in the real world-but we can help you build the ideal machine for your company. Start with us.

In this workbook you’ll learn how to build a suitable machine, because no corporate parent wants to send out products that have not been tested. You’ll learn how to determine the capabilities of your company’s program and the capabilities of your product or service, and set goals for your marketing programs long before you start. By the time this workbook is finished it will tell you exactly what it will take to launch a new marketing machine or introduce a new product. This step-by-step guide teaches you how to use your product’s value chain, key messaging and familiarize yourself with the characteristics of potential customers. Using easily understood checklists, you’ll learn why every decision must be made from the beginning in order for your marketing machine to be worthwhile. You’ll also see how many product features will sell before they’re marketed, why too many features can create problems during sales, why benefits are important when selling any product or service, and much more. Experience this workbook as an introduction to Mastering Go to Market by Isabelle & Scott®, Inc., then go back later for those lessons and exercises you may have missed along the way!