From lab to market: Key steps to identify your most promising market opportunities

New technologies generate a range of new business opportunities: they can be applied to create different offerings that address the needs of different types of customers. In this hands-on course, participants will learn how to identify and evaluate market opportunities stemming from an innovative technology, and how to set the ground for a successful entrepreneurial endeavor.

This course pursues three main goals:
(1) to understand the process of market opportunity identification and evaluation in the context of new technologies;
(2) to acquire a practical business tool (the Market Opportunity Navigator) for identifying, evaluating and prioritizing market opportunities for a core technology;
(3) to apply this know-how on your own technological invention (or, a technology from the lab), and gain hands-on experience in this critical choice.

During this course, participants will work on developing a commercialization strategy for an advanced technology, ideally coming from their lab. They will apply tools and skills to identify and evaluate business opportunities stemming from this innovation, so that they can create and capture significant new value.

•Reading and viewing lectures: 2 hours
•Practice and apply to your project: 3-5 hours
•Office hours (optional): 1 hour

• From a general perspective, the course is designed to convey key business knowledge to students seeking to create value from new technology and want to improve their understanding of the entrepreneurship and innovation process. At the end of the course the student will be able to:
• Identify different applications and customers for innovative technologies
• Evaluate the value creation potential of a market opportunity
• Evaluate the challenges in capturing value for each market opportunity
• Set a promising strategic focus
• Understand the complementing nature of the 'Market Opportunity Navigator' to other well-known business tools and as part of the Lean Startup Toolset
• Gain practical first steps in commercializing the inventions they develop in the lab

https://forms.cloud.microsoft/e/hUFy99dJjU?origin=lprLinkClick%20here%20to%20apply

Open to PhD students only

• A short background about the key framework taught in this course: https://steveblank.com/2019/05/07/how-to-stop-playing-target-market-roulette-a-new-addition-to-the-lean-toolset/
• The book: Where to Play: 3 steps for discovering you most valuable market opportunities/ Gruber & Tal