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OUTLINE

Step 1 – Customer Needs and Opportunities Analysis

• Defining customer needs as desired results
• How to identify the customer’s desired results
• Measuring importance of each desired result
• Measuring customers’ satisfaction with how well they are achieving their desired results.
• Combining importance and satisfaction to determine the best sales opportunities.
• Example discussion and optional homework 

• Designing a value proposition that satisfies customers’ most important desired results.
• The value proposition model – what it is and how it works
• How to use opportunities analysis from Step 1 to develop your value proposition
• Example discussion and optional homework

• Identifying services and support customers need to use your product.
• The whole product model – what it is and how it works.
• Example discussion and optional homework.

• Writing a description of customers’ experiences before and after your product is available.
• Target customer scenario content and format.
• Example discussion and optional homework.

• Describe your value proposition’s differentiation in a concise “elevator statement.”
• Positioning statement content and format
• Example discussion and optional homework.

• Planning effective sales campaigns and committing accurate sales forecasts
• The sales funnel model – what it is and how it works
• Special cases and how to manage them
• Tracking sales opportunities as they progress through the sales funnel
• Example discussion
• Course wrap-up
  
  

INSTRUCTOR

Paul M. Streit is an expert in business execution for new and growing aerospace companies, and for any firms that manufacture high-tech, engineering-driven, mission-critical, and high-reliability products, particularly in complex and regulated environments.

Experience:

• General Management: P&L management experience with strong focus on revenue, profitable growth, performance metrics, executive management, customer development and satisfaction, product and market development, negotiation and conflict resolution
• Project Management: Program management, product development, product lifecycle management, earned value, contract management, scope management, government contracting, metrics, PMI PMP Certification
• Marketing & Sales: Direct (territory) sales, understanding customer demand, market segmentation, sales lead generation, sales team leadership, sales operations, key account management, customer relationship management, customer development and satisfaction, customer-focus
• Operations/Manufacturing: Process design, JIT metrics, supply chain design and development, inventory strategies, outsourcing, world class manufacturing

As Program Executive at Airbus US:

• Led planning and execution of a satellite factory expansion for production on major contracts
• Led an Airbus US business specializing in flying payloads on the ISS
• Consulted to executive management on program management performance measurement

As SVP at Sierra Nevada Corporation Space Systems:

• Led the integration of MSI, Inc. and SpaceDev, Inc. to form SNC Space Systems.
• Subsequently led the integration of Orbitec, Inc. into SNC Space Systems.
• Grew equity value 35x without debt to an independent valuation of $1.2B.
• Grew revenue 15x from $34M to over $500M with over $3B backlog.
• Grew employment 17x from 60 employees to over 840 plus another 200 contractors.
• Grew facilities and infrastructure from one location to 12 locations across five states.
• Products included actuators, pin pullers, pin pushers, gimbals, satellites, thermal louvers, solar arrays, spacecraft, spacecraft constellations, subsystems, and larger systems.
  

• Responsible for business execution on all programs
• Turned around the business from losing $150K/month on $36M of revenue to breaking even within 18 months of arrival

"Paul was undoubtedly the most valuable asset of the course. Being instructed by an experienced individual like Paul provided the necessary credentials for such a course"

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Classroom hours / CEUs: 12 classroom hours / 1.2 CEU/PDH

Course Delivery and Materials

• The course lectures will be delivered via Zoom. 
• Access to the Zoom classroom will be provided to registrants near to the course start date.
• All sessions will be available on-demand within 1-2 days of the lecture. Once available, you can stream the replay video anytime, 24/7.
• All slides will be available for download after each lecture. No part of these materials may be reproduced, distributed, or transmitted, unless for course participants. All rights reserved.
• Recommended Text by the Instructor: “Blind Spots: Why Product Development Projects Miss Their Targets.”

Cancellation Policy: A refund less a $50.00 cancellation fee will be assessed for all cancellations made in writing prior to 5 days before the start of the event. After that time, no refunds will be provided.

Contact: Please contact Lisa Le or Customer Service if you have questions about the course or group discounts (for 5+ participants).

Frequently Asked Questions