How to Validate Your Market for Educational Products

When:  Jul 13, 2022 from 12:30 PM to 01:30 PM (CT)

What You Will Learn

  • Establish the elements of a valid market assessment

  • Identify three stages and paths for conducting market assessments

  • Provide examples of specific tools and practices to use within the three-stage/path framework

Summary

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When your association sets out to create a new continuing education or professional development offering, how sure are you it will sell? If, like many organizations, you often feel like you are flying blind, then join Jeff Cobb and Josh Goldman of Tagoras to learn how to assess your market effectively and launch new educational products with confidence.

In this session, we'll consider the value of traditional assessment approaches like surveys and interviews while also focusing on newer techniques that help you take the pulse of your market on an ongoing basis. Participants will walk away with a clear, templated process for testing the demand for new products before investing significant time and money in full-scale production.

Presenters Jeff Cobb & Josh Goldman, MA, CAE, CTA 

Jeff Cobb is a co-founder of Tagoras (https://www.tagoras.com), co-host of the weekly Leading Learning Podcast (https://www.leadinglearning.com), and author of multiple books, including Leading the Learning Revolution: The Expert's Guide to Capitalizing on the Exploding Lifelong Education Market. As a strategic advisor and entrepreneur with more than two decades of experience in the global market for lifelong learning he has helped hundreds of organizations in the learning business maximize the reach, revenue, and impact of their offerings. Jeff speaks and writes regularly on the future of learning and the transformative power of lifelong learning for individuals and businesses in the global economy of the 21st century.

Josh Goldman, CAE, director of consulting services at Tagoras, is a learning business professional with over 20 years of experience in maximizing the value associations and other organizations provide to their markets. He has deep expertise in helping learning businesses address their stakeholders’ competency, credentialing, and workforce disruption needs. Josh has held senior positions in local, state, regional, national, and international membership associations and nonprofits with oversight of portfolios including program development, membership, component relations, partner/business development, education, competency, credentialing, standards development, and global market entry. He has authored book chapters on developing a profession’s body of knowledge and on enhancing individual professional development planning.

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Message from the 2024 Women's Forum Subcommittee Chair

Caley Mutrie, CAE, IOM

The WSAE Women’s Forum is excited to present its third annual conference: Leading Out Loud. This conference will unite women and allies in the association, nonprofit, and hospitality industries. 

Terry Pearce coined "Leading Out Loud" in his 1995 book Leading Out Loud: Inspiring Change Through Authentic Communications. When we lead out loud, we communicate authentically from the inside out. And that's what the 2024 WSAE Women's Forum is about - bringing our authentic selves together for a day of sharing, listening, learning from each other's wisdom and experience, and creating genuine connections. 

When we lead out loud, we use our voices to create opportunities and shift perspectives. When we speak up and take risks, we free ourselves of limiting societal norms and the roles we've absorbed throughout our lives and careers from gender stereotyping. As aspiring and seasoned leaders alike, it is our responsibility to ourselves and each other to stop downplaying our experiences and opinions and support and inspire each other to find and raise our voices. 

Building on the success and learnings of the 2022 and 2023 Women's Forums, this year's Forum will focus on leadership and career development, expanding our influence as leaders in our communities, becoming more assertive in our communications, leveraging the mentor/mentee relationship for personal and organizational benefit, learning from each other how to handle complex and challenging situations that confront us in our professional lives every day, and the importance of wellness, managing stress and caring for ourselves.

This year's Women's Forum will create space for consequential discussions, motivating us to tap into our unique inner voices and raise them for personal and collective benefit in the workplace, our homes, our communities, and our hearts and minds. This year's program is a day-long conversation between our presenters, facilitators, and you. So, ask your questions and share your experiences and successes as we inspire each other to raise our voices and lead out loud. 

Don't wait! Please register today and plan to join us for what will be an engaging and much-anticipated program!