Customer Insights for Product-Market Fit Workshop

Whats On

Understand your customers’ needs and develop a winning value proposition with this one-day workshop, designed around the proven ‘Jobs To Be Done’ framework.

Understand your customers’ needs and develop a winning value proposition with this one-day workshop, designed around the proven ‘Jobs To Be Done’ framework. The Customer Insights for Product-Market Fit one-day workshop was designed for leaders and managers that want to ensure that their product and value proposition are designed with the customer's needs in mind.

The workshop will help you reframe how you present your offering - from a product or technology-based solution to one that’s customer-centric. Central to the workshop is the ‘Jobs to be Done’ framework, which provides a unique perspective to market validation. You’ll be introduced to the idea that people ‘hire’ products and services to get a ‘job’ done, and you’ll delve into the emotional and social value of those jobs.

Unlike most other theory-led workshops, you’ll have time set aside to apply what you’re learning to your own business or product. You’ll be with other leaders overcoming similar challenges, so you’ll also  get the chance to network and learn from each other.

You’ll leave with personalised research plan, and list of actions to implement in your business. Plus, you’ll be offered a one-to-one follow-up call with the workshop facilitator to see how you’re getting on and offer additional support.

Benefits to your business:

  • Achieve product-market fit, faster
  • Enhance Customer satisfaction, launching existing products in new markets
  • Greater clarity in the team
  • A reusable framework
  • Reassure investors 


The workshops covers eight key areas:

  • Define customer progress
  • Describe the customer’s circumstances
  • Define obstacles
  • Explore alternative pathways
  • Create ‘Jobs to be Done’ statements
  • Create market assumptions
  • Data sources and methods
  • Qualitative research


Who is it for:
Businesses of all kinds will benefit from the workshop.

Those who will benefit the most are:

  • Mid to senior level, with direct influence on product development, or sales and marketing.
  • Working on bringing a new product to market, or re-launching an ailing one.

The workshop is open to organisations registered in New Zealand. 

Event details:

  • Pre-workshop: pre-reading will be shared in the week before by the facilitators
  • Workshop: Wednesday 29 November 2023, 9am - 5pm
  • Post-workshop: optional follow up discussion with the workshop facilitators


Cost: $695 (excluding. GST and booking fee) Discounts may apply. If you are a Māori business, or a business commercialising new-to-world innovations with significant global growth potential, contact the Callaghan Innovation customer navigator at Northland Inc, Andrea Primrose-Netzler:

To confirm your place please register no later than Friday 24 November 2023. 

About the presenters:

Dan Hansen, Apagie, Managing Director

Dan Hansen has over 25 years’ experience in management, sales, and commercial strategy. He’s held senior management and board roles in NZ, the UK, and the US and has first-hand commercial experience in over 35 countries, with many of the world’s most recognised companies. Dan switched from engineering to the technology sector in the early 1990s. He then founded business sales advisory firm MSM in 2009, which was later acquired by PwC.

Dan has significant experience in many B2B sectors including manufacturing, engineering, technology, and food and beverage production. His experience includes growing multi-million-dollar businesses in international markets, setting up multi-national distribution channels and teams, acquisitions, company restructures, and managing intellectual property. Dan holds numerous advisory and board roles.

Will Perry, Apagie, Director


Will Perry is founder and director of Apagie, a consulting firm accelerating the commercial success of NZ businesses. At Apagie Will focuses on unpicking the psychology of customer behaviour and choices to bring businesses closer to their customers. He believes that by understanding why and how customers buy, businesses can save time and money, and create enduring sales.

Will has experience across several industries, from engineering and manufacturing to specialised medical technology. Previously, Will was a part of the PwC Sales Advisory practice, commercialising new technologies, products, and guiding entry into new overseas markets. Will began in the science and medical industry and moved into business consulting after running a successful Manuka honey operation with his father.

How to Find Us
From $695


The Orchard Business and Event Hub 35 Walton Street, Whangārei 0110, New Zealand

Event Dates

Wednesday 29 November 2023