Many studies have shown that the #1 reason why startups fail is lack of market need. In this webinar, Marc will introduce the Market Opportunity Navigator – which is the 4th tool in the lean startup toolset and featured in his book (with Sharon Tal) entitled “Where to Play”. Using plenty of examples Marc will show how this easy-to-use tool can help entrepreneurs and innovators to figure out how to identify great market opportunities, discover additional ones, and create a company that is more flexible in case it has to pivot to another market domain.

Presenter:

Marc Gruber is full professor at the College of Management of Technology at EPFL Lausanne (Switzerland) where he holds the Chair of Entrepreneurship and Technology Commercialization (ENTC) and was Vice President for Innovation at EPFL in the 2017-2021 presidency period. Marc also acted as Associate (2013-2016) and as Deputy Editor (2017-2020) at the Academy of Management Journal (AMJ), the highest ranked empirical research journal in the management domain. He is co-author of the book “Where to Play: 3 Steps for Discovering Your Most Valuable Market Opportunities”, which introduces the Market Opportunity Navigator – a practical business tool that was recently added to the ‘Lean Startup’ toolset by Steve Blank and is used by tens of thousands of startups and established firms to improve their capabilities in opportunity identification and new wealth creation.