Three-Day Product and Service Development Training with Canva-Based Digital Skills

Product and service development: from idea to a complete marketing system!

The training takes place on 24.10, 25.10 and 01.11.2026 at IDA HUB in Jõhvi.
Training duration: 18 academic hours
Participation is free of charge.

TRAINING OBJECTIVE
The aim is to give participants practical knowledge and tools to develop their product or service—from refining the value proposition and business model to creating a complete marketing system, visual brand language and campaign materials. The training combines product and service development, entrepreneurial thinking, digital marketing, and the practical use of Canva and AI tools.

TARGET GROUP
The training is intended for people who live or work in Ida-Viru County, are active in the creative industries, or wish to start a business in the creative sector. It is especially suited to aspiring or established creatives and service providers who have an idea, product or service they would like to develop further, position more effectively and market.

LEARNING OUTCOMES
By the end of the training, participants will be able to:
- formulate and refine their product’s or service’s value proposition;
- analyse their customers, their needs, and the product’s or service’s fit with the market;
- price their product or service and choose sales channels;
- explain the principles of business model development and use the Business Model Canvas and the LEAN approach;
- plan marketing activities for their product or service and choose suitable digital channels;
- create a complete marketing system for one campaign in Canva;
- use Canva AI and design tools to create text, visuals, videos and marketing materials in different formats;
- create materials during the training that can be used in practice to develop their product or service.

TRAINING CONTENT AND SCHEDULE

Day 1 – 24.10.2026 (6 hours)
Creative-industry trends, value proposition, target customer, positioning and competitor brands, product and service planning.
Outcome: Participants will have a refined product or service concept and a clearly articulated value proposition.

Day 2 – 25.10.2026 (6 hours)
Product and service pricing, sales channels, product requirements and brand presentation.
Outcome: Participants will understand how the cost price, selling price and profit margin of their product or service are determined, as well as the different sales channels. They will be able to price their product or service and know the requirements that apply to products and services.

Day 3 – 01.11.2026 (6 hours)
Creating a marketing system for one campaign in Canva.
On the third day, participants will put the product or service developed during the previous days into practice through marketing. Using Canva, each participant will create a campaign package for their product or service, managed within a single system. It will include an Instagram Story, an Instagram carousel, a paid-ad visual, a short video with subtitles, a newsletter, a campaign plan and a marketing plan. Participants will then experiment with different visual styles, develop an authentic brand language and bring the design of the campaign materials into alignment. Canva AI features will be used to draft and revise marketing copy, edit photos and automate tasks.
Outcome: Participants will have a complete, reusable campaign system for their product or service, including marketing materials.

TEACHING METHODS
Short lectures and examples, guided practical work, individual assignments, discussions, group work, personal feedback and presentations.

PRACTICAL OUTCOME
At the end of the three days, participants will leave with more than theoretical knowledge: they will have a concrete development framework for their product or service and a ready set of marketing materials. These will include a refined value proposition, the basis for a business model, a marketing plan, a campaign plan, a visual style and campaign materials adapted for different channels.

TRAINERS
Kaie Kaas (Kaie Kaas-Ojavere coaching) and Kristiina Saaremäe (Canvakool).

Kaie Kaas-Ojavere is a trainer, mentor and coach with extensive experience in management, product development and business. She held management positions at Baltika Group for 15 years, including as a brand and product development manager, and was chief purchasing officer at Kaubamaja Group. She also has business experience in retail, wholesale and start-ups, and has supported creative entrepreneurs as a mentor for many years. Kaie has taught product development at the Estonian Academy of Arts and management at TalTech, and completed the MBA programme in entrepreneurial management at TalTech. Her strength is bringing ideas, customer needs, value propositions and workable business models together in a practical, integrated way.

Kristiina Saaremäe is an entrepreneur and creative professional, and the founder and trainer at Canvakool. Her background is in graphic design and art education. Through Canvakool, she teaches entrepreneurs and creatives practical Canva skills, the creation of visuals and marketing materials, and digital workflows. Canvakool was founded in 2023 to make creating more professional designs accessible to people without prior design experience. Kristiina’s training focuses on practical solutions, from social media visuals and presentations to complete marketing materials and Canva’s latest AI features.

COMPLETION REQUIREMENTS AND ASSESSMENT
To complete the training, participants must attend at least 75% of it. Participants who have taken an active part and met the completion requirements will receive a certificate.

The training is supported by the European Union.