The product platform includes a description of the core, actual, and augmented product, all inspired by your benefits, barrier and competitive research. For the fitness classes the core product (benefits of the classes) was subsequently refined to be “staying active, independent, and preventing falls.” The actual product (feature of the classes) would be one-hour fitness classes, with up to 20 participants, meeting three times a week. The classes would include strength exercises with the wrist and ankle weights, balance exercises, and moderate aerobics. The exercises could be done standing or sitting, and the instructor would be a certified fitness instructor with special training for strength and the balance exercises for seniors. The augmented product (extras to add value) would include a booklet giving information on fall prevention and describing a way to conduct a self-assessment for fall risk and determine readiness to exercises (see Figure 8.3). External safety effectiveness assessment would be available as well.