1.
www.wheretoplay.co
The Market Opportunity Navigator
Lecture 5- Implications and benefits
This work is licensed under Creative Commons Attribution- NonCommercial- ShareAlike 4.0 International license

2.
As entrepreneur and innovator you are trained to run fast. But…
Are you running in the right direction?
The Market Opportunity Navigator
3 steps for discovering your most valuable
market opportunities

3.
Implications of the Agile Focus Strategy
The resources & capabilities that you will develop and build
over time
The identity, culture and structure of your venture
The branding & marketing that you will employ in your
commercialization efforts
The fundraising efforts that you will engage in

4.
Benefitting from the Navigator over time
TRACE BACK,
TRACK &
UPDATE YOUR
DECISION
NAVIGATE THE
PIVOTING
PROCESS
NAVIGATE THE
GROWTH
PROCESS

5.
Make your learning process visible
Date your updates and save
them so that you can always
go back for a review.
This will help you to
understand what has
changed, and how the logic
of your strategy has
developed overtime.

6.
Complementing other business tools
Use the Navigator in concert with other business tools, to make
your learning process more broad and complete.

7.
The Business Model Canvas
Source: Business Model Generation/ Alex Osterwalder & Yves Pineur

8.
The Value proposition Canvas
Source: Value Proposition Design/ Alex Osterwalder & Yves Pineur

9.
The search for a scalable business model
Design Thinking
These tools tell you how to rapidly find product/market fit inside a market.
However, they don’t help you figure out where to start the search for your new business.

10.
“Stop playing target market roulette”

11.
The Market Opportunity Navigator:
A key addition to the Lean toolset
 Provides a wide-lens perspective to find different potential
market domains for your innovation
 Find the best starting position before you zoom in and
design the business model or test your MVP
 Identify promising Plan B’s and growth options for the future
Key for startups as well as large companies

12.
The front end of customer development
Remember that this is an iterative process
Each level of analysis provides important inputs to the others, so you can drill
down and go up in an iterative manner.

13.
Remember: this is a learning process
 Appreciate the process, not just the outcome
 Test your assumptions and turn them into knowledge
 Make it as iterative as possible
 Make it a habit
 Debate as much as you can
It enables you to ask the most important questions before
making such a critical decision, and to figure out what you still
don’t know and need to learn

14.
The main takeaways from this process
 Market opportunity choice is critical- look before you leap!
 Don’t focus too quickly, take your time to make your decision
Agile focus is not merely a strategy, it’s a mind-set: develop
your cognitive flexibility and be open to adaptation and change
A ‘perfect’ market opportunity rarely exists. Shape your
opportunities to become as attractive as possible

15.
If you want to learn more:
The book: ‘Where to Play’ (Pearson Financial Times)
Free on-line course on edX:
Find the right markets for your innovation
Contact authors for other means of support:
iesharon@technion.ac.il; marc.gruber@epfl.ch;
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