Lecture

Market Opportunity Navigator: Introduction

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Description

This lecture introduces the Market Opportunity Navigator, a tool for innovators and entrepreneurs to identify and evaluate market opportunities. The Navigator consists of three key steps: searching broadly for opportunities, assessing deeply to determine the most attractive options, and strategizing smartly to focus on the right markets. Through dedicated worksheets, participants generate a Market Opportunity Set, create an Attractiveness Map, and design an Agile Focus Dartboard. These tools help in visualizing and evaluating different market opportunities based on their potential and challenges, enabling informed decision-making and risk mitigation. The Agile Focus Strategy derived from this process guides ventures in pursuing the most promising opportunities while keeping backup and growth options open. By applying the Navigator iteratively, participants can adapt their strategies effectively and ensure they are heading in the right direction.

In MOOC

Find the right markets for your innovation - A tool for entrepreneurs and innovators for choosing which markets to play in.

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

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