How We Constructed A $1.8M/Yr Product Administration Course [UK, US, Europe] –

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Hi there! Who’re you and what enterprise did you begin?

My title is Ian Lunn and I’m one of many Founding Administrators of Product Focus, a number one international supplier of product administration programs within the UK, US, and Europe.

We offer coaching for product managers and product administration groups, instructing them expertise and offering the instruments to excel in product administration. We additionally evaluation the product administration roles and processes in corporations to assist them perceive the best way to enhance efficiency. We’re all about serving to people and companies ship world-class product administration. Over the previous 15 years, we’ve skilled hundreds of product individuals and are actually the European leaders in product administration coaching working a number of programs each week.


What’s your backstory and the way did you give you the concept?

My co-founder Andrew Dickenson and I based Product Focus, after seeing so many corporations wrestle with attaining high-quality product administration. We knew they may do higher and that we might assist them to ship world-class product administration. We each had a background in product administration and advertising and marketing, working for a number of international tech manufacturers, together with Vodafone, Orange, Lucent Expertise, Cable & Wi-fi, and Logica.

Having run a number of personal coaching programs, the primary of our public programs passed off in London in October 2006. That course was known as ‘Product Administration and Product Advertising for technology-based merchandise’. Its 9 modules nonetheless kind the premise of a lot of our course choices right now.

Startups don’t fail as a result of the product isn’t an amazing thought, however as a result of not sufficient time is put into making them work. In fact, that is the largest problem in a startup since you’re at all times in a rush!


We expanded into Europe in 2009, working that very same course within the Netherlands, and grew over the following decade to ship coaching in cities throughout Europe. Highlights embrace launching our industry-recognized Product Supervisor certification in 2014, reaching 20,000 subscribers for our product administration sources in 2018, launching German-language coaching in August 2018, and making it throughout the pond to run our first public course in New York in early 2019, finishing our international footprint of coaching throughout Europe, Asia, Africa, and the USA.

Take us by the method of designing your preliminary product

Our product is a coaching course so the primary course of, at first, concerned developing with the course construction after which occupied with the workout routines and studying factors we needed to cowl in every of the 9 modules. It didn’t take lengthy to develop the preliminary course, however it has matured considerably since then.

The primary few iterations of the course advanced loads as we realized a lot with every supply about what labored and what didn’t – I at all times say, I believed I knew what I used to be speaking about with product administration however it’s not till you begin instructing that you just understand how far more there’s to study! That was 15 years in the past now although, and since we finalized the course, these 9 modules we selected firstly have stayed the identical as a result of finest observe for product administration hasn’t modified. That being mentioned, we usually evaluation and evolve the content material as we acquire new perception and analysis from the {industry} – there’s little in product administration that we haven’t come throughout in our 15 years.

The ultimate lesson is having persistence and retaining at it. Quite a lot of exhausting work goes into constructing any enterprise and sadly, there’s no magic secret. You is likely to be fortunate and have in a single day success however often, it takes time for issues to have an impact

We’ve created a really secure course providing, offering face-to-face coaching throughout the globe, however when COVID hit, we couldn’t be in lecture rooms anymore. That was the majority of our enterprise so we needed to work exhausting to maneuver all the things on-line and guarantee we have been nonetheless offering the perfect studying expertise for our delegates. It was an enormous course of, however we adopted the identical strategy as we did in the beginning; getting a consumer group collectively of individuals we might bounce concepts off and check out issues out with, then having a free-to-attend pilot course to check issues out in real-time.

As a result of we had all of the content material already, the problem was actually simply attending to grips with the expertise and ensuring it was an interesting and energizing expertise for the delegates. We have now run the course lots of of instances reside on-line and it has been very profitable.

Describe the method of launching the enterprise.

It was a gradual launch often because each my founding companion Andrew and I have been working as product administration contractors concurrently getting the enterprise working. Our progress hasn’t been a straight line graph when it comes to numbers of consumers, however it progressively ramped up till a number of years in the past we turned an “in a single day success”. I feel we’d reached vital mass; we had longevity, individuals acknowledged our title and we’d invested loads in constructing our model and a very good status.

Having a very good web site is vital, so we received that sorted early and it’s been an important software. We constructed the primary web site ourselves utilizing WordPress however have since used the companies of a number of design companies and web site designs.

On the very starting, we tried outbound cellphone calling as a tactic however it didn’t work as a result of product managers are very busy. More often than not we didn’t get by to them, however even when they did choose up we have been primarily chilly calling and it didn’t go down very effectively. We gave up on that technique fairly rapidly as a result of it simply wasn’t an efficient method of partaking with individuals on the time.


We focussed loads on constructing our model by content material advertising and marketing, and that is nonetheless our technique right now. We produce infographics, journals, webinars, and studies, making a gift of best-practice steerage and knowledge free of charge. It attracts individuals to us and exhibits them that we’re credible, in order that they then take into account us after they’re on the lookout for coaching programs.

Our launch was the day the web site went reside however in actuality, it was a low-key affair. Other than telling our family and friends to go to there was not a lot else occurring. Over time we’ve constructed our model and status and now get hundreds of tourists to the positioning every week.

What we’re discovering now could be individuals who attended our programs possibly 10 years in the past now handle their very own product groups. They’re coming again to us and sending the individuals of their groups by the identical course – it is an amazing testomony to our longevity and has proved that placing within the time firstly to refine our providing was price it.

Since launch, what has labored to draw and retain clients?

I would return to the content material advertising and marketing I discussed earlier than. In return for offering free content material, individuals give us their e-mail handle, so we are able to contact them. One of the necessary issues in our {industry} is retaining top-of-mind since you solely want coaching on occasion. When these conversations round CPD and coaching begin occurring, we should be the suppliers individuals consider first. So, ensuring individuals have heard of us and know what we do is important. Having an ongoing e-mail advertising and marketing marketing campaign has labored effectively to draw and retain clients and we additionally use LinkedIn to attach with individuals within the {industry} which has been helpful too.

When individuals join our free content material they enter an e-mail nurturing marketing campaign the place over a number of weeks we inform them about all our merchandise but in addition make options on free sources which can be accessible to assist them do their job higher. As soon as individuals drop out of the nurturing marketing campaign we ship them a mixture of helpful emails, for instance, about our free webinars or new content material, and on occasion an e-mail about our coaching programs. The trick is to get the steadiness proper between ‘helpful stuff’ and ‘promoting’ so our emails will not be consigned to the spam folder.

The perfect factor of all, although, has been phrase of mouth. Third-party suggestions actually work effectively, so we use Trustpilot and have gotten a number of nice evaluations on there. We additionally create video testimonials from purchasers and delegates who’ve been on our programs which we share on the web site, serving to to construct our credibility. To sum it up, for us it is all about sustaining the model, constructing on our credibility, and staying in contact with individuals. These are our keys to success.


How are you doing right now and what does the longer term appear to be?

Earlier than March 2020, we delivered completely classroom-based coaching programs to delegates everywhere in the world. Nonetheless, when the pandemic hit, like many we have been compelled to pivot our enterprise mannequin and transfer all lessons on-line. It was vitally necessary to us to have the ability to provide our clients the identical world-class expertise on-line that they obtained in face-to-face coaching. We carried out consumer analysis panels and saved refining our providing till we have been assured that our on-line providing was offering the perfect expertise potential.

Staying conscious of what your rivals are doing might help maintain you in your toes, forestall you from changing into complacent, and reassure you that your providing is the strongest it may be in your clients.

In terms of face-to-face programs versus on-line coaching, we’ve discovered that one is just not higher or worse than the opposite. All of it will depend on what you need on the time, what’s most handy, and what’s accessible. Now we are able to provide each on-line and face-to-face coaching programs, offering clients the comfort and suppleness to decide on how they need to study. That kinds an enormous a part of our planning going ahead.

By way of beginning the enterprise, have you ever realized something significantly useful or advantageous?

It is essential to get on together with your companion if there are two of you working the enterprise. Fortunately, Andrew and I get on very effectively. We generally should compromise however primarily, getting on effectively together with your companion and trusting one another is important.


One other lesson has been to not focus too intently on one market. After we began, we focussed purely on the world of telecoms and software program, as a result of that was the background that we had. Over time, we realized that product administration is just about the identical throughout a complete vary of industries – in truth, about 80-90% of product administration is similar it doesn’t matter what kind of enterprise you’re in. In studying this, we have been in a position to transfer our providing right into a broader area of interest, which is any enterprise utilizing technology-based merchandise. So it is advisable to continue learning concerning the market, as you by no means know what alternatives you might discover, or what ones you might be lacking.

The ultimate lesson is having persistence and retaining at it. Quite a lot of exhausting work goes into constructing any enterprise and sadly, there’s no magic secret. You is likely to be fortunate and have in a single day success however often, it takes time for issues to have an impact. There’s a hazard in making an attempt to do issues however not placing sufficient sources into them, after which being disillusioned after they’re not a hit. Startups don’t fail as a result of the product isn’t an amazing thought, however as a result of not sufficient time is put into making them work. In fact, that is the largest problem in a startup since you’re at all times in a rush!

What platform/instruments do you employ for your small business?

We use an enormous vary of instruments to systemize and make issues extra environment friendly. They vary from the instruments we use for coaching, like Adobe Join and Zoom, to instruments that we use for financials like Xero, to instruments that we use for e-mail advertising and marketing, like dotdigital, to instruments that we use for venture administration, like Informal, and a complete vary of different SaaS instruments which can be utilized in completely different elements of the enterprise.

Having these instruments in place to ensure we do issues in a constant, high-quality method, is a crucial cornerstone of our enterprise. They save us numerous effort and time, permitting us to streamline processes, which in flip provides us area to deal with offering the perfect worth for our clients.

What have been probably the most influential books, podcasts, or different sources?

There are such a lot of completely different books on product administration, it’s troublesome to know the place to begin. They’re nice sources of inspiration and we’ve a record of advisable studying on our web site for individuals within the {industry}.

In terms of beginning a enterprise, effectively, I’ve been in enterprise for over 30 years, and startups for round 15 years and, to be sincere, the perfect inspiration comes from private expertise and the community of contacts I’ve constructed. There’s a complete world of sources on the market, all stuffed with helpful data, however I’ve at all times discovered the individuals round me to be probably the most influential for my concepts.


Recommendation for different entrepreneurs who need to get began or are simply beginning out?

My greatest piece of recommendation is to maintain on high of your funds. It’s all too straightforward to lose observe of your books whenever you’re busy and distracted with lots of of issues taking your consideration. However, taking the time to know what you’ve received coming in and going out will at all times be time effectively spent.

Additionally, being open and sincere together with your clients, buyers, and suppliers is vital. Nice customer support ought to underpin all the things you do and you’ll by no means go unsuitable with treating individuals as you wish to be handled your self.

Lastly, doing a little bit of competitor evaluation from time to time will be actually beneficial. Some companies shrink back from their rivals as they will discover it distracting, however, truly, you may study loads from them. Staying conscious of what your rivals are doing might help maintain you in your toes, forestall you from changing into complacent, and reassure you that your providing is the strongest it may be in your clients.

The place can we go to study extra?

You probably have any questions or feedback, drop a remark under!


Ian Lunn
Founding father of Product Focus

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