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Nurturing a tree is like launching or growing a business. It starts small (from an idea or a thought) and then, it slowly takes root. However, the tree needs different elements to grow: water, light, minerals salts, carbon dioxide, and fertilizer. As a tree, a business needs different elements to take root, grow and flourish: a very good knowledge, capacity, experience, a marketing strategy and innovation.

Grow the tree of your business with InnCommerce training platform!

Module 1: Introduction to commercializing innovation and the process of innovation	Module 1 presents an introduction to commercializing innovative products and services. It explains the concepts of commercialization and innovation as well as provides an answer to the questions of “What are the benefits of commercialization of innovation?” and “What are the pitfalls and success factors of commercialization?” The module also explains the concepts of open and closed innovation, as well as what are the sources of innovation and how the processes of innovation and commercialization are structured.
Module 2: Industry and competitor analysis	Module 2 focuses on exploring and understanding the industry and competitors. It explains concept and practices for industry analysis and trends in the industry, attractiveness of the industry, potential new directions of the industry, inputs industry including manufacturing can provide to products and services, and it investigates competitors. The module provides information to identify strengths and weaknesses of your current products or services compared to the competitors.
Module 3: Customer analysis	Module 3 focuses on analyzing markets and customers/users. It observes how customer/user voice can direct innovation and provide new ideas, how to define and profile different customer groups and market segments, how to identify specific needs of customers/users, and how to create positioning strategies that communicate product or service benefits relevant to the target groups.
Module 4: Idea generation and assessment	Module 4 provides information about the ideation phase: creation and assessment. It observes such topics as for instance principles of ideation and assessment, who is involved in the process, what are the methods, can customers and other stakeholders be part of idea generation and assessment and if so how, what are the benefits and how to proceed to the next phases. These processes include framing the purpose for ideation.
Module 5: Concept development and prototyping	Module 5 shades lights on the key concepts, principles and methods of concept development and prototyping. It explores different ways of applying design concept in product and service development, and provides an answer to the questions of “how to develop and select concepts”, “how to cooperate with”, and “what are alternative non-traditional ways to prototype and develop concepts”.
Module 6: Testing and refinement	Module 6 observes user and market testing and provides information about their differences, what methods and tools can be used, who should be involved and how, for example users, and what are the national and international and culturally impacted dimensions in testing. It provides information what is the purpose of both testing and how to use the outcomes of the testing in refinement of the products and for other exploitation purposes, for example for branding and ideas for market launch. It also observes any need of potential iteration as part of refinement.
Module 7: Productisation	Module 7 focuses on finalizing the product to the markets. It provides an overview to the productisation process and factors influencing on it including: What is productisation, The standardization and or contextual application of a product or a service, Productisation process, Customers and productisation and Tools for productisation
Module 8: Branding and value creation	Module 8 discusses branding and how value is added to the product/service, company and customers. It focuses on general elements of branding, how to create and maintain a brand, brand dimensions, diversification of branding to different markets, brand value creation, and impact of branding on purchase decision and customer preferences and loyalty, what added value brand brings to them, and the meaning of branding to the organization
Module 9: Launching	Module 9 focuses on launching activities. It covers elements and instruments of the marketing mix, distribution channels from traditional distribution to online marketing, e-commerce, use of Social Media and modern web technologies, alternative marketing methods, but also planning and preparing marketing and launching execution plans, and follow-up activities of launching, and readiness to the next phase.
Module 10: Raising innovation potential and revenue streams	Module 10 observes the financial aspects of commercialization of innovation: financial revenue aspects, return of (innovation) investment, revenue sources and streams, and how to raise income from innovations.