January 27-30, 2023


February 25, 2023

Learn to PROFITABLY Bring Your Product From Concept To Retailer's Shelves.

  1. 1
    You MUST start with the right product. It should be unique, profitable, and have proven customer demand.  You will learn product evaluation and use decision gates to increase probability of success
  2. 2
    Manufacturing should be at the best price while maintaining quality and meeting deadlines. You will learn how to source, how to negotiate, and how to manage your factory remotely. (Very important during covid-19 travel restrictions.)
  3. 3
    Packaging needs to be optimized for sales, maximum shelf impact, product protection, and warehouse efficiency.  You will create compelling packaging and branding that speaks to the customer.
  4. 4
    You will learn 'Sell-To' and 'Sell-Through' marketing to build brand awareness, educate customers, and drive sales. You are in the big leagues - marketing is much more than targeted Facebook ads and building a mailing list.
  5. 5
    You will learn how to sell beyond online platforms to sell to in-store retailers from independents to big box stores. We'll show you how to build your own sales force, how to get in front of buyers, how to sell to US retailers when living halfway around the world, and we'll prepare you to handle logistics from ASN's to EDI connectivity. Doing it all with proven methodology.

You will learn everything about starting and building a product-based business. From identifying winning products to getting onto retail shelves. Over 60 hours of classwork in a small-sized class, filled with details you will not find anywhere else. No gimmicks, no hollow boasting. Real actionable information.

Hello, I'm Steven Selikoff. 

I am a product guy. My products have been sold online, in catalogs, and in retailers. They have been featured by the Today Show, Forbes, Paris Vogue, Good Morning America, and even included in the gift bags at the Oscars. 

I LOVE developing and selling products - and I would love to help YOU build and succeed with a product-based business that you too will love, and that will change your life as well. 

The information you will learn in this program is different than any other course available.

We offer Three Options to take you to the next step in your career.

Personal Mentorship

$24,000 starting January 15, 2023

Let's develop your product together.

Best Value and best accountability. Dedicated bi-weekly sessions for three months, all US based events for one year, dedicated weekly 1:1 coaching sessions, 6 month membership in partner programs, [$594]  PLUS the Masterclass. The ultimate in accountability and fast track success. 

Together we take your product or invention every step and teach you to ensure profitability, quality manufacturing, and how to put you in front of buyers. - giving you the best chance for success.

Includes free participation to all live events and partner VIP programs (except China trip.)

The Personal Mentorship lasts 1 year and can renewed at cost, or be transferred to Masterclass for annual fee of $899.

This program requires prior approval 


$14,990 starting January 15, 2023

Concierge high-touch program providing a combination of online classes, videos, 1:1 coaching, and individualized attention while learning in a supportive family of fellow entrepreneurs.

12 month program (renewable)

In the Masterclass you learn two ways:

Over 70 hours of videos that you watch on a weekly basis. Plus weekly training sessions, coaching, and discussions with industry leaders.  

During the live sessions you get direct attention on your product and journey as well as support from other entrepreneurs.  

The Masterclass is purposely kept small and there is family atmosphere that the entrepreneurs love.

- Additional Courseware not included in book
- Group classroom sessions (self paced)
- Over 70 hours of videos (self paced)
- Continuous enrollment, so you can continue attending or drop in whenever needed.  
- Interviews with experts and industry leaders
- Case Studies
- Product Review and Evaluation
- Access to our networks of professionals
- Help with prototyping and sourcing
- Discounts on professional support services

As a comparison, for people already familiar with the university course built upon my program, the Masterclass provides more in depth information and addresses many more topics. The masterclass also includes many more specific examples, and addresses 2022 hot-button issues and opportunities for your business.

The Masterclass lasts 1 year and can be renewed annually for $899 fee.

Coaching Session

$299 starting January 15, 2023

55 minute personalized 1:1 coaching session.

- Need help with one of the topics in the book?
- Do you want to know if you are ready for retail?
- Need a product assessment?

- Want to bring an invention to market?
- Have you been contacted by a retailer or distributor?
- Do you need better pricing?

Coaching sessions include Product Differentiation, Customer Validation, Sourcing From China, Negotiation, Managing Factories, Sales to Retailers, Remote Factory Management, Finding Unique Products, and much much more.

Learn from Industry Leaders

a small selection of the guests you will meet

Excerpts from Masterclass showing

Real Launch Results from Real Students

10 minute excerpt from an actual class with two students talking about recent product launches.  

It's long but shows what real people accomplish by following the system. 

Want to know more?

Here are some questions that other people have asked.

What is the difference between this program and FBA?

If you have had even a little success selling Amazon FBA  then you will find selling  products across all channels of retail much simpler (and more profitable.) 

The primary difference is the business model.

Amazon FBA is based on using tools to find a successful product within certain criteria, sourcing a similar product (perhaps modifying it slightly) and drawing a percentage of the original product’s customer base into buying your version through better marketing, listing, and so on.

Our business model is to develop and sell unique products with proven customer demand and high profitability.  This is the business model Peter Theil describes in Zero to One, and Seth Godin writes about in Purple Cow.

This allows you to build a brand, sell on Amazon without competition, control your price, and open up opportunities to sell to in-store retailers from specialty retailers to big box stores.

Do you teach selling to retailers?  

Yes. The central core of the entire program is to have products that are successful and sold across all retail channels. That means specialty stores, independent retailers, small chains, regional chains, catalogs, ecommerce, hybrid ecommerce, and even big box stores.

One of our mentors, Tim Bush, is the most respected retail sales consultant in the US with unmatched experience. You will learn from him, be able to ask questions, and get to know him. When you are ready to make the leap into Big Box stores and need to hire a retail consultant at your side (or representing you in your place), you will already have a relationship with the best in the business.

For small chains and independent retailers, we will teach you five different methods of selling, including methods you can use when located halfway across the globe. And again, we bring in experts who have “been there and done that. Real experts with real experience.

One of the fun ways of getting product into specialty stores and small retailers is trough the Marts in Atlanta and Las Vegas. Here is a video of me introducing the Las Vegas Mart during the bi-annual Gift Shows.

Is in-store retail expensive? Doesn't FBA cost less.  

No. That is a myth. It costs the same as FBA to start.

We teach you how to source at a 7X to 10X minimum multiplier. That means your product is 1/7 to 1/10 the retail price. (In comparison, most FBA courses teach you to source at 1/3 of retail price.)

We teach you how to negotiate terms so that you pay a small amount such as 15%, upfront and the balance 60 days after BOL. (Most courses teach you to pay 30% upfront and 70% upon completion.) 

And since you won't have to do Amazon giveaways and expensive PPC, the start up costs may often be less than Amazon FBA.

Don’t worry if finance is greek to you, we have training that anyone can easily understand.

The bottom line is that the cost of selling to in-store retailers is no more than Amazon, and in many situations, lower in cost and easier to pay for.

And, in anticipation of when you grow large enough to get million-dollar purchase orders and need to pay for inventory, we teach methods to finance your product stock.

We won't let you face the price of success without training.

Is in-store retail more risky than FBA?

No. That is a myth.

Amazon FBA allows any person to list any item for sale. In contrast, when you sell to through in-store retailers, the corporate buyer or store manager must choose to carry your product. Some people are confused and think that means in-store retail is riskier because buyers and managers may say no.

It is true that they might say no, but that makes in-store retail LESS risky.

Just because an item can be listed on Amazon does not mean that it will sell well. On the other hand, if a manager or buyer decides to sell your product, it means that in their professional opinion, your product has a good chance of making money. It’s like they bet their money on your success and have given you the seal of approval.

Amazon FBA gurus suggest that it is less risky because you copy a product that has proven sales success. However, the risk of FBA does not lie in the product. The risk lies in the number of competitors all selling the same product that you choose. Look in any Facebook group. Seller after Seller complain about products that seemed good when they looked at the tools, but by the time they receive their products from China the category has become saturated. Or worse, the sales are low and/or the profits are minimal.

We focus on unique products without competitors. 

That is why the choice of product is critical. And that is why we say that success begins long before the sale.

We work with you from the beginning and put your product concepts through evaluations and phase-gates (just like Apple) to ensure that your product will have proven customer demand and objective data before you invest any money in production. When you reach the point of sales, we do everything we can to ensure that your product will be wanted by store managers, buyers, and most importantly, customers!

Our goal is for you to make money. Not just to rush any available product into an online listing.

Isn't Amazon the largest retailer in the world? 


In the US, Walmart is the largest retailer. Amazon is number three.

Amazon is approximately 6% of the retail market

After the ecommerce boon during covid the retail world settled out to an adjusted 12.5% ecommerce and 87.5% in-store retail. 

Here is the report from the US Commerce Department. If it is different than you hear or see from Amazon gurus and pundits, remember that the US Commerce Department is merely reporting numbers. They are not selling Amazon FBA courses, PPC services, or tools. 


What about Black Hat Tricks, Fake Reviews, False Infringement Claims, and Unjustified Account Suspensions?

Does not happen when you sell unique products to retailers. 

That's an Amazon problem.

Do I have to quit selling on Amazon?


You will love selling on Amazon without competitors. You will make lots of money. And frankly, Amazon is still the best platform for some types of products.

What is the program structure?

The Masterclass covers over 70 hours of videos providing deep foundational knowledge and discussions with industry leaders.

Plus there are weekly classroom sessions with additional training, and visits from experts ranging from product engineers, to finance and investor specialists, to retail experts, and many more. This is followed by a round robin where we will discuss your progress, answer questions and roundtable with other entrepreneurs. 

You will learn how to identify unique winning products, validate customer demand, ensure profitability, design and engineer your product, identify factories, negotiate effectively, manage your factories remotely, and protect your business IP, establish supply chain / logistics, and build sales across all channels including independent retailers, chains and big box stores.

Do you offer a product evaluation?


Book a standardized coaching call and simply notate that you want a product evaluation.

We will review your product and its potential for success off Amazon and ecommerce. And it won’t be a sales pitch. Product Development Academy is unique because it is small and intimate. There is no reason to have you in the program if you are not ready.

Who is the Product Development Academy team?

The core team is myself and my two mentors; Tim Bush, and Dave Vaillancourt. Between us we have over fifty years’ experience creating and selling unique products.

We also have interviews from trusted professionals and top experts - some of which have been featured on CNBC, Fox Business News, and the BBC, as well as recognized specialists you may already know.

What is the curriculum?

One of the most frequently heard comments from students is that Product Development Academy fills in all the knowledge gaps that people did not even realize that they had.  We are enormously proud of that and would love to list all the topics we cover. Unfortunately, we can’t.  There are just too many.

So here is the next best thing.  A poster.

Click on the image to download. It's big, yet as huge as it is, the poster lists less than half of the topics  we cover.

I am an inventor. Is this program right for me?

The program is perfect for you.

Inventions and innovation is a risk. Risk can be, and should be, minimized or mitigated. You will learn to minimize risk with phase gates, DVT, EVT, and PVT, as well as advice from globally recognized experts.

The value of your invention will be objectively measured through market viability. Profitability will be validated. And the license and purchase value of your invention will be increased greatly by market proof. Not the evaluation of a handful of men around a table, but true customers demanding your invention as a product. Nothing is a powerful as hard, objective proof that customers are willing to pay for what you created.

Besides teaching you about manufacturing and sales, we also teach validation processes, profitability, IP protection (more than just a patent) and of course, marketing and sales. All of these decrease the risk you face as an inventor.

As an inventor you start the program with an idea and possibly a prototype. The validation process then allows you to objectively evaluate your concept and determine if it is viable and profitable. 

You can then progress with your product, learning about IP protection (there is more than just a patent) and bring your product to market. At that point you can decide if you want to invest in the sales and marketing of your invention, or if you want to license it. The advantage you will have when licensing after having proof of sales, is that many companies who would have ignored you will now be eager to meet with you. In addition, when you have proof of sales, the amount offered for licensing can be 10 to 100 times higher.

Does this work with FBA at the same time?

You do NOT need to give up one for the other. They are  different. 

Many participants have taken FBA courses, or are in the middle of, an Amazon FBA courses.  The important thing is, 

The methodologies are different, and the business models are different. But the skills you will learn in Product Development Academy will help build success in the me-too Amazon methods.

One program is steak, and the other is fish. You can enjoy one, the other, or both.

I am new. Is this program for me?

I have a very interesting hobby. I blow glass.  I am not very good but I have a very patient instructor.  He enjoys teaching new glassblowers because, as he explains it, “they do not come to class with any bad habits, misinformation, or f-cked up shortcuts.”

I feel the same way. I love new students.  People who are new to developing and selling products are eager to learn, and do not have to overcome or re-learn bad habits or other problems.


Why is the program so expensive?

This is not an FBA course. This is not a Licensing course. There is no other course like this and enrollment is purposefully kept very low.

The course is expensive because it is worth it. We teach you to develop unique products and price them appropriately based on customer value. Just like the products we develop, the price of this course is based on value and being the only course like this in the marketplace.  

  • The course is unique. 
  • The value of the education is very high.
  • The number of active students is kept very low.
  • Everyone gets personal attention.
  • You are welcome to continue attending class after the formal 14 weeks are over, for the lifetime of the program.

Note: We rarely offer discounts. However, the current price can always be locked in with a deposit, and the price at the time of deposit will be honored even if the publicly available price increases. 

I hope you join us.

What happens when the program is over?

Developing, manufacturing, launching, and selling your product might be relatively quick, or may take a while. The important thing is to launch with a product that has high quality and is profitable. We do not put a clock on that.

Your involvement in Product Development Academy continues as long as you need it, and as you develop your business. All we ask is that upon the 12 month anniversary of you joining, that you pay a small renewal fee. 

Once you join you are part of the family.

Do I need an NDA?

Every member has to sign a mutual NDA. 

You can share your product details in the group if you wish, or keep the information to yourself. It is your choice.  If anyone shares confidential information within the group, it is protected. The same applies to information that you may talk about.

Can I see excerpts from classes, meet the mentors and experts?