The main problem was finding the best way to build and price the START program. We wanted it to attract junior managers and people changing careers while staying competitive. We needed to know what similar programs offer and what they miss. To get this information, I collected data from 60 global competitors. These included university courses, private company training, and large online classes. This data had specific details on prices in United States Dollars, target groups, learning hours, teaching methods, and extra values like mentoring or internships.

The study showed that most competing programs focus on reading and theory. Very few offer real internship experiences. The START program includes a guaranteed 120 hour group internship. Because of this, TKI can advertise this practical work as a very special feature. Also, looking at competitor prices gave a clear financial guide for the 3 START diploma tracks. These details give the product team the exact numbers they need. They can now choose a good price and confidently start a program that people really need.

I solved the pricing problem by putting the market data into a clear Excel database. First, I divided the 60 competitors into 2 groups. Direct competitors have the same target group, and indirect competitors have different types of courses but ask for a similar budget. Then, I grouped the programs by length, such as 1 month or 2 months, and by price. This made it easier to compare the special features of the START program. Specifically, I compared its required 120 hour virtual internship against other courses that rarely offer practical work.