Training .Courses

Complete Guide to launching digital products and services

All Levels | Edinburgh

Complete Guide to launching digital products and services

Take your product to market with Digital.

We are in an era where digital is a key channel for small business to launch new digital products and services - so how do you ensure you brief and build the right things?

This course will help you begin to understand the basics - helping you research, plan and launch more effectively.

You'll learn the importance of understanding your audience, and how to create a justification, vision and roadmap. You'll also learn how to keep stakeholders on board and measure success.

All of our .Courses are guided by the people who are taking part, be sure to tell us all about yourself and your ideal objectives beforehand and we'll tailor your digital marketing session to you (and your fellow attendees) as much as possible.

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The Digital Co Training process

01. Choose your .Course

Once you've decided on the right training .Course, tell us a bit about you, your business and your objectives.

02. Test Yourself

Use our online skills test to hunt out the areas that need working on for you, your business and anyone else who's coming to your session.

03. Tailor-made Training

By listening to your needs and objectives and mixing in your skill test result, we'll build you a bespoke training session.

04. Post-training Aftercare

Back in the office and struggling to put ideas into action? Do not worry; we're still here to help you with any questions you may have.

What will my day look like?

Expect a deep-dive into the best practices when launching digital product or service...

... brought to life by practical examples and made relevant to you through discussion and debate.


  • 1 Day Intensive Course
  • 9.30am – 4.30pm (Meals & snacks on us!)
  • No more than 10 participants
  • City Centre location – The Scotch Whisky Experience

An engaging, interactive session based on a presentation. Session includes scenario based exercises, digital takeaways and shares example templates.

The small group of 10 participants ensures you get the answers you are looking for and to spark great conversations without anyone getting lost in the crowd. 



You’ll also get virtual access to the trainer if you have any questions after the session as well as everything you need to start work on your own strategy.

Book .Course

Should I take this course?

Working on behalf of your client

If you are working on behalf of a client who is looking to launch a new website or app and want to ensure you are doing it right.

Small business working with an agency

If you play a role in a team that is looking to launch a new website or app and want to ensure your agency is building the right thing.

Small business with an in house team

If you play a role in a team that is responsible for digital and want to ensure your agency or in-house team is building the right thing.

How will I benefit?

You will walk out the door understanding:

  • Best practice to understand your audience and their needs
  • How to produce, agree and communicate a product justification and vision
  • Importance of agreeing a clear roadmap and engaging stakeholders / users
  • Best practice principles for true iteration
  • How to define and measure success

You will be able to:

  • Clearly understand what you are building, how you are building it and why
  • Build your product in the right order to meet the needs of your users
  • Gain commitment from stakeholders across an agreed project roadmap
  • Understand how to iterate and avoid uneducated changes

What you will learn

01. Overview of Launching a Digital Product

  • Challenges
  • Importance of strategy
  • Product management and ownership
  • Delivery methods (agile and lean principles)
  • Success
  • Do we proactively identify the challenges we face as a business?
  • Do we have a strategy and who creates it?
  • Who decides whether changes to our website go live?
  • How do we measure success?

02. Understanding your audience and the needs of users

  • Sources of data
  • Convergence and prioritisation
  • Assumed facts
  • Iteration
  • Success
  • What data do we use to understand the needs of users?
  • How do we bring together these data sources?
  • How do we make improvements over time to new releases?

03. Creating your justification, vision and roadmap

  • Product justification
  • Product vision
  • Product roadmap
  • Engaging with stakeholders
  • Does our product or service have a justification, vision and roadmap?
  • Why do we make changes to products and services?
  • Who are my stakeholders and why?

04. Understanding and measuring success

  • Importance of measuring success
  • Benefits analysis
  • Measurement frameworks
  • Tagging principles
  • What is our plan for measuring success?
  • What benefits do we want to realise from the launch?
  • Can we measure whether changes are effective?

05. Launching our Product or Service

  • Starting from scratch
  • Reviewing the existing strategy
  • Prioritisation
  • How do we implement the framework?
  • How do we audit our performance?
  • How do we plan for the future?
  • How do we promote our product?

Is launching your product critical to business success? Make sure you smash it out the park

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Calum Shepherd

Digital Marketing Strategist

Calum is a digital strategist with a passion for defining digital strategy and digital products for users.

He has experience setting the strategy for and delivering across search, social, web analytics, information architecture and content design. Calum has worked within the public and private sector for over seven years. His motivation is defining and growing great digital products using methods routed in earned and owned media.

Meet Calum

If you do what you have always done, you'll get what you have always got

Your venue

Where are we hosting you? The Scotch Whisky Experience Vaults, of course! A peaceful wee gem, overlooking the city, with state of the art tech and the perfect working vibe. There will be plenty of space for spreading out and delicious, Scottish meals and snacks to keep your creative fire stoked.

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