Entrepreneurial Opportunity Assessment

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Global cleantech entrepreneur Bryan Guido Hassin shares information on how to assess, evaluate, and quantify entrepreneurial opportunities. This presentation is part of a 10-week program on entrepreneurship being taught through the Rice Center for Engineering Leadership, where Bryan is Entrepreneur in Residence.

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Entrepreneurial Opportunity Assessment

  1. 1. Opportunity Assessment2013-06-26Bryan Guido HassinEntrepreneur In Residence
  2. 2. How to assess opportunities?• Opportunities are made, not found– But assessing opportunities is crucial to thepivot decision– And especially crucial if you seekresources to help launch your startup2
  3. 3. The best opportunities often…• Are in times of CHANGE• Capitalize on MACRO-TRENDS• Solve major PROBLEM AREAS• Go beyond PRODUCTS3
  4. 4. The innovation “piano:” the bestopportunities are “chords”Source: Doblin GroupChannelDeliveryBrand Customerexperience10. Customer experienceThe overall experience forcustomers8. Channelhow you connect your offeringsto your customers9. Brandhow you express your offering’sbenefit to customers6. Product systemextended system that surrounds an offeringProductperformanceOfferingProductsystemService7. Servicehow you service your customers5. Product performancebasic features, performance and functionalityCoreprocessProcess.Enablingprocess3. Enabling processEnabling new connections,interactions, and transactions4. Core processproprietary processes that add valueBusinessmodelFinanceNetworking2. Networkingenterprise’s structure/value chain1. Business modelhow the enterprise makes money4
  5. 5. Ask the right questions:• Is there a clear customer?• Do you have unique and compellingvalue proposition?• Can you get to market quickly?• Can you make money?[and besustainable]• Can you defend your position?5Additional resource: The Portable MBA in Entrepreneurship
  6. 6. How big is the opportunity?TotalAvailableMarket ServedAvailableMarketTargetMarketSAM = how many can I reachwith my sales channel?TAM = how big is the universe?Target Market =Who are thebuyers we willtarget for thenext 12 months?Adapted from Blank, Steven B. (2009) “How Big Is it?” High Tech Entrepreneurship Class at Stanford6
  7. 7. Exercise: Size market opportunityfor lemonade stand on campus10,0004,0001,500SAM = unique Rec Centerusers each dayTAM = people on Rice campusTarget Market =Students whowant to balancegrades & healthAdapted from Blank, Steven B. (2009) “How Big Is it?” High Tech Entrepreneurship Class at Stanford7
  8. 8. Evaluating Opportunities: Wherecan you find this info?• Google [competitor research], stockexchanges[10-K and 10-Q filings]• Customer surveys, pilots, etc• Industry contacts, conferences, etc• Educated guesses 8
  9. 9. Opportunity Assessment2013-06-26Bryan Guido HassinEntrepreneur In Residence

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