1.
Where to Play
A new addition to the Lean toolset www.wheretoplay.co
This work is licensed under Creative Commons Attribution- NonCommercial- ShareAlike 4.0 International license

2.
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.

3.
“Stop playing target market roulette”

4.
The Market Opportunity Navigator:
A new 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

5.
The front end of customer development

6.
Which market opportunities exist for us?
What are the most attractive market
opportunities for us?
What market opportunities should we
focus on?
Three key questions for choosing where to play
I
II
III

7.
Safe drones for operating indoors, in
complex and confined spaces, and in
contact with people
Example: Meet Flyability
https://www.flyability.com/elios/
Where should they start building their business?

8.
Having options at hand not only gives you the power of choosing, but also
the power of staying agile.
Step 1: Market Opportunity Set
Options are a real asset for your firm!

9.
Step 1 - understand your building blocks
Describe your unique abilities/ core technological elements – in their own
right, independent of any envisioned application. List what these elements
can accomplish (their functions) and their main properties.
How?
Step 2 - construct different towers
Search for different possible applications that these unique abilities can establish
(as a whole or in parts), and who may need these different applications.

10.
Remember:
=

11.
FlyAbility
Unique Accessibility
Collision tolerance (humans/ walls)
Decoupled & light protection cage
Roles on any surface
Operates in a range of
temperatures & pressures
Aviation Abilities
On-site video piloting
Dark/ smoked/ dusty environments
Limited flight duration
Imagery System
HD recording
Thermal recording
Real time video streaming
Remotely adjustable
Post mission analysis
Oil & Gas Power plants
Maritime
Bridges
Sewers
Industrial Inspection Infrastructure Inspection Security / Search and Rescue
Police Military
Fire fightersMinesVessels Fuel tanks
Pressure
vessels
Storage
tanks
Thermal
boilers
Nuclear
rooms Wind
Intelligence surveillance
Rescue forces
Open air facilities
Indoors facilities
2015
Dams

12.
FlyAbility 2015

13.
Systematically evaluate and visually depict the assessment of your market
opportunities, so you can better grasp their upsides and downsides, compare
them and prioritize.
Step 2: Attractiveness Map
Combine the 1000 pieces of your puzzle into one clear image

14.
What is an attractive market opportunity?
What shapes the
potential of an
opportunity?
What shapes the
challenge of an
opportunity?

15.
FlyAbility 2015
Power plants – thermal boilers

16.
FlyAbility 2015

17.
FlyAbility 2015

18.
Remember: this is not hard science
Scoring your market opportunities is both
a learning and a validation process.
Generate your key assumptions and set your key action
items for validating them.
The overall goal is not scoring- in itself, but understanding
the main upsides and downsides of your options!

19.
Step 3: Agile Focus Dartboard
The Agile Focus Strategy defines the market opportunity that you
will pursue now, and the opportunities that you will keep open for
backup or future growth.
Bake agility into the DNA of your venture

20.
Don’t get trapped
Having foresight on your backup and growth options
has significant implications for how you build and
design your venture. It influences the way you:
 Develop your technology
 File your patents
 Recruit your employees
 Choose your stakeholders
 Build your company culture
 Pick your brand name
 Design your marketing materials

21.
Flyability 2015
Power plants – thermal boilers
Maritime vessel
inspection
Oil & Gas Storage tanks Police surveillance

22.
FlyAbility 2015

23.
Increase your Chances to Win
SUPPORT YOUR
DECISION-MAKING
Make an informed
decision for enhancing
your value creation
potential in an uncertain
world
PROVIDE A
SHARED LANGUAGE
Communicate, share and
debate with your team
members and
stakeholders
OFFER GUIDANCE
OVER TIME
Trace back, track and
update your decision over
time
The 3 steps of the Market Opportunity Navigator will successfully…

24.
Copyright 2016 by Sharon Tal and Marc Gruber. All rights reserved. This material may not be reproduced
Summary: Lessons learned (Steve Blank’s blog, May 2019)

25.
If you want to learn more:
The book: ‘Where to Play’
Free on-line course on edX: Find the right markets for your innovation
Additional supporting materials / download worksheets at:
www.wheretoplay.co
Full case of Flyability and other videos on our YouTube channel:
Market Opportunity Navigator