Creating a Digital Product to Assist in Decision Making for Professional Development. Analyzing the Market Situation, Business Goals and Objectives

During the course of the study, a thorough analysis of the market situation was conducted, which allowed us to achieve the set goal and successfully solve all tasks. The market assessment showed that the realistically attainable volume amounts to 700 million rubles. The industry analysis revealed that chatbots will play a key role in the field of professional training in the near future, highlighting their attractiveness. PEST(EL) analysis and Porter's Five Forces analysis identified the key elements of the macro environment and threats from suppliers and new competitor products. SWOT analysis helped to determine strategic directions for business development. The competitor research indicated that the main competition comes from users independently searching for information on the internet. Key competitor groups were identified and analyzed. Market segmentation revealed the most promising age groups, particularly users aged 25 to 44 years old. A detailed verification of personas from segments A and B was conducted. In conclusion, the product 'Growth Point' was recognized as economically viable, with attractive market characteristics and the ability to satisfy the fundamental needs of users. It was recommended to develop a management model for the digital product 'Growth Point' and create unique offers, taking into account the peculiarities of segments A and B.