Course level: This course is suitable for companies pre and post launch.

What you’ll learn: You saw an opportunity in the marketplace and have spent months building a product to address it.  Whether your “product” is a consumer good, technology, service or website, it’s easy to lose sight of your customers in those early days, even after launching the business.  This workshop will help you to see which customers you’ve actually attracted, which ones you’re missing and how to connect with the most important segments through your messaging and product offering.  Best of all, you’re sure to find new business opportunities in the mix, too.

In this course, you’ll learn how to segment your customer base and use those insights to shape your brand messaging, prioritize your product roadmap and identify new revenue streams.

Three key takeaways:

1.     How to identify segments in your customer base using everything from transaction data to interviews

2.     How to prioritize these targets based on your company’s goals and market conditions

3.     How to create personas that will enable your team to get into your customers’ heads (and playlists)

4.     How to leverage these personas to shape your marketing tactics and product features

Jill Cartwright is a consumer goods and services expert with more than 15 years of experience in financial services, retail and manufacturing.  Most recently, Jill was the founder and CEO of Go GaGa, a company that produced ergonomically safe and stylish products for parents. Launched in May 2007, Go GaGa’s bags are now sold by more than 250 stores and websites in the US, Canada, and UK including Babies R Us, Whole Foods, Amazon, and Magic Beans.  Jill now consults with consumer facing dot.coms, tapping into their customer base to focus their product development and increase their marketing ROI.

Jill has been featured in the New York Times, USA Today and Forbes.com for her expertise on how to get your products onto retailers’ shelves.  Her work has garnered her several awards, including being inducted to Ernst & Young’s Entrepreneurial Winning Women in 2008 and Babson College’s Rising Entrepreneurial Stars in 2011.