Product Development for SME Banking

Course details

The course aims at explaining the product development process cycle, introduce participants to the different tools of building a competitive product range. The participants also, get a chance to illustrate the methods of analyzing SME product client matrix and explain the success factorsininternational best practices needed for effective SME banking.

Target Audience:

Bankers working in SME, retail, corporate and credit departments who have, or will have, SME responsibilities

Course Objectives:

• Define project management
• Describe the market segmentation methods as an introduction to SME market segmentation
• Explain the product design and development process
• Describe a competitive product and service range for SME banking
• Apply the key success factorsof SME Product Development process

Course Outline:

Module 1:Introduction to Project management

• Key areas of project management directly related to the process of product development and how to implement them
• The project life cycle and the different tools utilized in project management
• The role of the project manager defining the responsibilities related to that role
• Risks associated to the project management process and how to mitigate these risks

Module 2:Product/Service Segmentation and Targeting

• Methods for segmentation
• Issues to consider in determining the SME product service segment
• Requirements for effective segmentation
• Methods for evaluating market segments and their effectiveness
• Techniques for defining target clients for each product
• Different methods for marketing research
• Assess the competitive environment within any segment

Module 3:New products, Services Development and Design for SME Banking.

• The general framework for implementing New Product Development process (NPD)
• The foundation for the NPD process coupled with specific examples from real world examples
• Demonstrating the process of developing the process of transferring the identified market need to a market product
• Criteria for evaluating the newly introduced products

Module 4:Building a Competitive Product and ServiceRange for SME Banking.

• Financing approaches for SMEs
• Core SME products and their definitions
• SME standard product set
• Lending based products
• Equity finance for SMEs
• International trade finance
• Transaction based products and services
• Innovative products targeting SME clients
• Additional services for financial management
• 81:/pricing/interest rates

Module 5:Key Success Factors for SME Product Development (workshop)

• Key success factors for SME banking product development
• Practical guidelines: Take-away tips “DOs” and “DON`Ts”
• Case study

Assessment Strategy:

• Participants will be assessed based on class discussions and an individual end of course test.