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Marc Gruber
and
Sharon Tal
As entrepreneur or innovator you are trained to run fast, but…Are you running in the right direction?
Choosing the right market for your innovation is the biggest, and trickiest, question for innovators. Research has shown that all too often entrepreneurs don’t spend enough time identifying and researching their market opportunities – instead they jump at the first opportunity that looks good, and fail to properly evaluate and leverage other opportunities. This common mistake often leads them to choose the wrong market or lock themselves into one specific direction.
Read more
As entrepreneur or innovator you are trained to run fast, but…Are you running in the right direction?
Choosing the right market for your innovation is the biggest, and trickiest, question for innovators. Research has shown that all too often entrepreneurs don’t spend enough time identifying and researching their market opportunities – instead they jump at the first opportunity that looks good, and fail to properly evaluate and leverage other opportunities. This common mistake often leads them to choose the wrong market or lock themselves into one specific direction.
Read more
As entrepreneur or innovator you are trained to run fast, but…Are you running in the right direction?
Choosing the right market for your innovation is the biggest, and trickiest, question for innovators. Research has shown that all too often entrepreneurs don’t spend enough time identifying and researching their market opportunities – instead they jump at the first opportunity that looks good, and fail to properly evaluate and leverage other opportunities. This common mistake often leads them to choose the wrong market or lock themselves into one specific direction.
In this course, you will learn how to set a promising strategy, by using a business tool called the Market Opportunity Navigator.
This tool offers an easy to apply framework to better identify, evaluate and focus on the right market opportunities.
It encompasses three simple steps, with dedicated worksheets to guide you through the process:
- Search broadly- to generate your set of market opportunities
- Assess deeply- to evaluate your options and compare their attractiveness
- Strategize smartly- to focus on the most attractive opportunity while remaining agile
This structured tool works for entrepreneurs and managers in established companies, when-ever they need to plan or rethink their strategy.
The Market Opportunity Navigator will also facilitate the development of strategic marketing plans, and help entrepreneurs and innovators in strategizing their commercialization activities. In other words, the Market Opportunity Navigator can serve as a key tool in both marketing and strategic management.
Register for this course and see more details by visiting:
OpenCourser.com/course/y7nfv6/find
What's inside
Learning objectives
- How to generate a set of market opportunities stemming from your core strengths
- Methods for evaluating the attractiveness of market opportunities in a comprehensive manner
- How to make an informed strategic choice, that will increase your chances of focusing on a promising market
- Ways to balance focus and flexibility- two critical aspects for gaining success
- How to develop a mindset that nourishes open mindedness and receptiveness to adaptation
- How to apply a structured decision making process that facilitates team discussions and debates
- How to generate a set of market opportunities stemming from your core strengths
- Methods for evaluating the attractiveness of market opportunities in a comprehensive manner
- How to make an informed strategic choice, that will increase your chances of focusing on a promising market
- Ways to balance focus and flexibility- two critical aspects for gaining success
- How to develop a mindset that nourishes open mindedness and receptiveness to adaptation
- How to apply a structured decision making process that facilitates team discussions and debates
Syllabus
Week 1- Introduction Presenting the challenges of choosing which markets to play in, and the basic logic behind the Market Opportunity Navigator
Read more
Syllabus
Week 1- Introduction Presenting the challenges of choosing which markets to play in, and the basic logic behind the Market Opportunity Navigator
Read more
Week 2- How to generate your Market Opportunity SetPresenting the first step of the Market Opportunity Navigator: how to apply Worksheet 1 to decouple your core abilities and to identify different applications for different sets of customers. The output is your Market Opportunity Set
Week 3- How to evaluate your market opportunities Presenting the second step of the Market Opportunity Navigator: how to apply Worksheet 2 to evaluate the Potential of a market opportunity and the Challenge associated with capturing its value. The output is your Attractiveness Map.
Week 4- How to design your Agile Focus Strategy Presenting the third step of the Market Opportunity Navigator: how to apply Worksheet 3 to design a smart portfolio of Backup and Growth Options around your Primary Market Opportunity. The output is your Agile Focus Strategy.
Week 5- Implications and benefits Presenting the implications of the Agile Focus Strategy, and the benefits of applying the Market Opportunity Navigator over time, and in concert with other well known business tools.
Good to know
Good to know
Know what's good ,
what to watch for , and
possible dealbreakers
Provides a solid framework for identifying, evaluating, and focusing on promising market opportunities
Presents a structured process that supports strategic decision-making
Guides learners in developing a clear and focused strategy for their innovation
Offers practical tools and worksheets to support learners throughout the process
Taught by experienced instructors with expertise in innovation and market strategy
May be particularly beneficial for entrepreneurs and managers in established companies
Save this course
Save Find the right markets for your innovation - A tool for entrepreneurs and innovators for choosing which markets to play in. to your list so you can find it easily later:
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Activities
Be better prepared
before
your course. Deepen your understanding
during
and
after
it. Supplement your coursework and achieve mastery of the topics covered
in Find the right markets for your innovation - A tool for entrepreneurs and innovators for choosing which markets to play in. with these
activities:
Online tutorials on market research
Show steps
Enhance your understanding of market research methodologies and techniques by completing guided tutorials.
Browse courses on
Market Research
Show steps
-
Identify reputable sources for online tutorials on market research.
-
Complete the tutorials and take notes on key concepts.
-
Apply the learned techniques to your own market analysis.
Connect with professionals in the field
Show steps
Build your professional network by connecting with individuals in the field of market analysis and strategy.
Browse courses on
Networking
Show steps
-
Attend industry events and conferences.
-
Join professional organizations related to marketing and strategy.
-
Reach out to professionals on LinkedIn and other networking platforms.
Attend a workshop on market strategy
Show steps
Expand your knowledge and network by attending a workshop focused on market strategy and innovation.
Show steps
-
Research and identify relevant workshops in your area.
-
Register and attend the workshop.
-
Engage with industry experts and learn from their insights.
Five other activities
Expand to see all activities and additional details
Show all eight activities
Contribute to open-source projects in data science or business analysis
Show steps
Gain practical experience and demonstrate your skills by contributing to real-world projects in data science or business analysis.
Browse courses on
Data Science
Show steps
-
Identify open-source projects that align with your interests and skills.
-
Review the project documentation and familiarize yourself with the codebase.
-
Identify areas where you can make meaningful contributions.
-
Submit your contributions and engage with the project community.
Read the book
Show steps
Gain practical insights into market analysis and the challenges of innovation by reading this renowned work.
View
The Disruptive Innovation Set (2 Books)
on Amazon
Show steps
-
Purchase the book and set aside time to read.
-
Read the book and take notes on key ideas.
-
Summarize the main concepts and how they relate to course topics.
Develop a presentation on market opportunities
Show steps
Enhance your communication and presentation skills while applying market analysis concepts.
Browse courses on
Public Speaking
Show steps
-
Choose a specific market opportunity and conduct thorough research.
-
Develop a presentation outline and gather supporting materials.
-
Practice your presentation and seek feedback from others.
-
Deliver your presentation confidently and engage with the audience.
Develop a market opportunity plan
Show steps
Apply the Market Opportunity Navigator framework by creating a plan for a specific market opportunity.
Browse courses on
Market Analysis
Show steps
-
Identify a market opportunity that aligns with course concepts.
-
Research and analyze the market opportunity.
-
Develop a marketing plan that outlines your target audience, value proposition, and competitive advantage.
Case study analysis
Show steps
Enhance your analytical skills by analyzing real-world business cases related to market opportunities.
Browse courses on
Market Analysis
Show steps
-
Select a case study that aligns with course topics.
-
Analyze the case study and identify the market opportunities and challenges.
-
Develop and present your own strategic recommendations.
Online tutorials on market research
Show steps
Enhance your understanding of market research methodologies and techniques by completing guided tutorials.
Browse courses on
Market Research
Show steps
Show steps
Show steps
- Identify reputable sources for online tutorials on market research.
- Complete the tutorials and take notes on key concepts.
- Apply the learned techniques to your own market analysis.
Connect with professionals in the field
Show steps
Build your professional network by connecting with individuals in the field of market analysis and strategy.
Browse courses on
Networking
Show steps
Show steps
Show steps
- Attend industry events and conferences.
- Join professional organizations related to marketing and strategy.
- Reach out to professionals on LinkedIn and other networking platforms.
Attend a workshop on market strategy
Show steps
Expand your knowledge and network by attending a workshop focused on market strategy and innovation.
Show steps
Show steps
Show steps
- Research and identify relevant workshops in your area.
- Register and attend the workshop.
- Engage with industry experts and learn from their insights.
Five other activities
Expand to see all activities and additional details
Show all eight activities
Contribute to open-source projects in data science or business analysis
Show steps
Gain practical experience and demonstrate your skills by contributing to real-world projects in data science or business analysis.
Browse courses on
Data Science
Show steps
Show steps
Show steps
- Identify open-source projects that align with your interests and skills.
- Review the project documentation and familiarize yourself with the codebase.
- Identify areas where you can make meaningful contributions.
- Submit your contributions and engage with the project community.
Read the book
Show steps
Gain practical insights into market analysis and the challenges of innovation by reading this renowned work.
View
The Disruptive Innovation Set (2 Books)
on Amazon
Show steps
Show steps
Show steps
- Purchase the book and set aside time to read.
- Read the book and take notes on key ideas.
- Summarize the main concepts and how they relate to course topics.
Develop a presentation on market opportunities
Show steps
Enhance your communication and presentation skills while applying market analysis concepts.
Browse courses on
Public Speaking
Show steps
Show steps
Show steps
- Choose a specific market opportunity and conduct thorough research.
- Develop a presentation outline and gather supporting materials.
- Practice your presentation and seek feedback from others.
- Deliver your presentation confidently and engage with the audience.
Develop a market opportunity plan
Show steps
Apply the Market Opportunity Navigator framework by creating a plan for a specific market opportunity.
Browse courses on
Market Analysis
Show steps
Show steps
Show steps
- Identify a market opportunity that aligns with course concepts.
- Research and analyze the market opportunity.
- Develop a marketing plan that outlines your target audience, value proposition, and competitive advantage.
Case study analysis
Show steps
Enhance your analytical skills by analyzing real-world business cases related to market opportunities.
Browse courses on
Market Analysis
Show steps
Show steps
Show steps
- Select a case study that aligns with course topics.
- Analyze the case study and identify the market opportunities and challenges.
- Develop and present your own strategic recommendations.
Career center
Learners who complete Find the right markets for your innovation - A tool for entrepreneurs and innovators for choosing which markets to play in. will develop knowledge and skills
that may be useful to these careers:
Entrepreneur
Entrepreneur
Entrepreneurs are individuals who start their own businesses. The Market Opportunity Navigator can help Entrepreneurs identify market opportunities, evaluate their potential, and develop strategies to launch their businesses. This course can help Entrepreneurs develop the skills they need to be successful in their careers.
Marketing Manager
Marketing Manager
Marketing Managers are responsible for developing and implementing marketing strategies. The Market Opportunity Navigator can help Marketing Managers identify market opportunities, evaluate their potential, and develop strategies to reach their target customers. This course can help Marketing Managers develop the skills they need to be successful in their careers.
Innovation Manager
Innovation Manager
Innovation Managers are responsible for leading and managing innovation initiatives. The Market Opportunity Navigator can help Innovation Managers identify market opportunities, evaluate their potential, and develop strategies to bring new products and services to market. This course can help Innovation Managers develop the skills they need to be successful in their careers.
Business Development Manager
Business Development Manager
Business Development Managers are responsible for identifying and developing new business opportunities. The Market Opportunity Navigator can help Business Development Managers identify market opportunities, evaluate their potential, and develop strategies to capture their value. This course can help Business Development Managers develop the skills they need to be successful in their careers.
Marketing Researcher
Marketing Researcher
Marketing Researchers conduct research to help companies understand the needs of their customers. The Market Opportunity Navigator can help Marketing Researchers identify market opportunities, evaluate their potential, and develop strategies to conduct research. This course can help Marketing Researchers develop the skills they need to be successful in their careers.
Product Manager
Product Manager
Product Managers are responsible for the development and launch of new products. The Market Opportunity Navigator can help Product Managers identify market opportunities, evaluate their potential, and develop strategies to bring new products to market. This course can help Product Managers develop the skills they need to be successful in their careers.
Brand Manager
Brand Manager
Brand Managers are responsible for developing and managing brands. The Market Opportunity Navigator can help Brand Managers identify market opportunities, evaluate their potential, and develop strategies to build strong brands. This course can help Brand Managers develop the skills they need to be successful in their careers.
Strategy Consultant
Strategy Consultant
Strategy Consultants help companies develop and implement strategies. The Market Opportunity Navigator can help Strategy Consultants identify market opportunities, evaluate their potential, and develop strategies to help companies achieve their goals. This course can help Strategy Consultants develop the skills they need to be successful in their careers.
Advertising Manager
Advertising Manager
Advertising Managers are responsible for planning and executing advertising campaigns. The Market Opportunity Navigator can help Advertising Managers identify market opportunities, evaluate their potential, and develop strategies to create effective advertising campaigns. This course can help Advertising Managers develop the skills they need to be successful in their careers.
Market Research Analyst
Market Research Analyst
Market Research Analysts study market conditions to help companies understand the needs of their customers. The Market Opportunity Navigator can help Market Research Analysts identify new market opportunities, evaluate their potential, and develop strategies to capture their value. This course can help Market Research Analysts build a foundation in market research and develop the skills they need to be successful in their careers.
Financial Analyst
Financial Analyst
Financial Analysts evaluate the financial performance of companies. The Market Opportunity Navigator can help Financial Analysts identify market opportunities, evaluate their potential, and develop strategies to make investment recommendations. This course can help Financial Analysts develop the skills they need to be successful in their careers.
Sales Manager
Sales Manager
Sales Managers are responsible for leading and motivating sales teams. The Market Opportunity Navigator can help Sales Managers identify market opportunities, evaluate their potential, and develop strategies to increase sales. This course can help Sales Managers develop the skills they need to be successful in their careers.
Sales Representative
Sales Representative
Sales Representatives are responsible for selling products and services to customers. The Market Opportunity Navigator can help Sales Representatives identify market opportunities, evaluate their potential, and develop strategies to increase sales. This course can help Sales Representatives develop the skills they need to be successful in their careers.
Public relations manager
Public relations manager
Public Relations Managers are responsible for managing the public image of companies. The Market Opportunity Navigator can help Public Relations Managers identify market opportunities, evaluate their potential, and develop strategies to build strong relationships with the public. This course can help Public Relations Managers develop the skills they need to be successful in their careers.
Management Consultant
Management Consultant
Management Consultants help companies improve their performance. The Market Opportunity Navigator can help Management Consultants identify market opportunities, evaluate their potential, and develop strategies to help companies achieve their goals. This course can help Management Consultants develop the skills they need to be successful in their careers.
For more career information including salaries, visit:
OpenCourser.com/course/y7nfv6/find
Reading list
We've selected 15 books
that we think will supplement your
learning. Use these to
develop background knowledge, enrich your coursework, and gain a
deeper understanding of the topics covered in
Find the right markets for your innovation - A tool for entrepreneurs and innovators for choosing which markets to play in..
Provides a framework for understanding why successful companies fail to innovate, and offers strategies for overcoming these challenges. It is particularly useful for entrepreneurs and innovators who want to avoid the pitfalls that can lead to failure.
Provides a roadmap for successfully marketing and selling technology products to mainstream customers. It is particularly useful for entrepreneurs and innovators who are looking to scale their businesses.
Provides a practical guide to the Lean Startup methodology, which process for developing and validating new products and services. It is particularly useful for entrepreneurs and innovators who want to build successful businesses quickly and efficiently.
Save
Provides a framework for developing and evaluating good strategies. It is particularly useful for entrepreneurs and innovators who want to create a clear and actionable plan for their businesses.
Provides a candid and practical guide to the challenges of building a successful business. It is particularly useful for entrepreneurs and innovators who are facing difficult challenges.
Provides a contrarian view of how to build a successful business. It is particularly useful for entrepreneurs and innovators who are looking to create a truly unique and valuable product or service.
Save
Provides a practical guide to getting customers for your startup. It is particularly useful for entrepreneurs and innovators who are looking to build a successful business.
Provides a game theoretic perspective on strategy. It is particularly useful for entrepreneurs and innovators who want to make better decisions in a competitive environment.
Provides a practical guide to using the Lean Product Playbook methodology to develop and validate new products. It is particularly useful for entrepreneurs and innovators who want to build successful products quickly and efficiently.
Provides a comprehensive guide to building a successful startup. It is particularly useful for entrepreneurs and innovators who are looking for a step-by-step guide to starting and running a business.
Save
Provides a fictionalized account of how a team of IT professionals turned around a failing project. It is particularly useful for entrepreneurs and innovators who want to learn about DevOps and how to improve their software development processes.
Provides a framework for understanding the five skills of disruptive innovators. It is particularly useful for entrepreneurs and innovators who want to learn how to create and sustain successful innovations.
Save
Provides a controversial guide to escaping the traditional 9-to-5 workweek. It is particularly useful for entrepreneurs and innovators who are looking for ways to live a more flexible and fulfilling life.
Provides a classic guide to effective management. It is particularly useful for entrepreneurs and innovators who want to learn how to manage their time and resources effectively.
Save
Provides a fictionalized account of how a manager turned around a failing manufacturing plant. It is particularly useful for entrepreneurs and innovators who want to learn about the principles of lean manufacturing.
For more information about how these books relate to this course, visit:
OpenCourser.com/course/y7nfv6/find
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Effort
3 to 4 hours per week for 6 weeks
Level
Introductory
Via
edX
Institution
École Polytechnique Fédérale de Lausanne
Instructors
Marc Gruber
Sharon Tal
Language
English
Transcript
English
Good to know
Provides a solid framework for identifying, evaluating, and focusing on promising market opportunities
Presents a structured process that supports strategic decision-making
Guides learners in developing a clear and focused strategy for their innovation
Offers practical tools and worksheets to support learners throughout the process
Taught by experienced instructors with expertise in innovation and market strategy
May be particularly beneficial for entrepreneurs and managers in established companies
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