Where to Play

Where to Play : 3 steps for discovering your most valuable market opportunities

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Avoid failure by making the smart choice from the start.
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Product details

  • Paperback | 240 pages
  • 185 x 235 x 15mm | 440g
  • FT Publishing International
  • Harlow, United Kingdom
  • English
  • 1292178922
  • 9781292178929
  • 220,911

Back cover copy

As an entrepreneur or innovator, you're trained to run fast. But are you running in the right direction?

Choosing the right market for your innovation is the biggest, and trickiest, question for innovators. Research has shown that all too often entrepreneurs don't spend enough time identifying and researching their market opportunities - instead they jump at the first opportunity that looks good, and fail to properly evaluate and leverage other opportunities. These common mistakes means that you often choose the wrong market or lock yourself into one specific direction.

Where to Play helps you to set a promising strategy, by giving a clear, structured and practical framework - the Market Opportunity Navigator- to better identify, evaluate and focus on the right market opportunities. With three dedicated and reusable worksheets covering:

- Market Opportunity Set - assess your core strengths and identify which market opportunities exist for your business

- Attractiveness Map - evaluate your market opportunities to reveal the most attractive option for focus

- Agile Focus Strategy - create a strategic plan for your chosen market opportunity that keeps you open-minded and agile

Get the most value for your innovation with Where to Play!

'Just the right book for first-time and experienced entrepreneurs... an invaluable complement to both the Lean Start-up Process and the Business Model Canvas!'

Eric von Hippel, T. Wilson Professor of Innovation, MIT Sloan School of Management

'A visually exciting way for entrepreneurs to identify and analyse their opportunities before they dive into execution. Best of all, it also tells you how to focus, and what NOT to do!'

Henry Chesbrough, Professor, UC Berkeley Haas School of Business; author, Open Innovation
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Table of contents

1 Overview
1.1 Are you running in the right direction?
1.2 The Market Opportunity Navigator in a nutshell
2 The Market Opportunity Navigator: Three steps for discovering your most valuable market opportunities
2.1 Market Opportunity Set
2.2 Attractiveness Map
2.3 Agile Focus Dartboard
3 Implications and additional benefits
3.1 Implications of the Agile Focus Strategy
3.2 Ongoing use of the Navigator
3.3 Using the Market Opportunity Navigator with other business tools
4 Beyond start-ups:
4.1 Established firms
4.2 Investors
4.3 Technology Transfer Offices
4.4 Educators and Accelerators
Epilogue: The Navigator's Navigator
Thank you note
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About Marc Gruber

Professor Dr Marc Gruber is a world-leading authority in the domain of innovation, entrepreneurship and technology commercialization. He heads the Chair of Entrepreneurship & Technology Commercialization at the Swiss Federal Institute of Technology Lausanne (Ecole Polytechnique Federale de Lausanne, EPFL) in Switzerland, the worldwide #1 university among all universities established in the last 50 years, and works as an Associate Editor for the #1 empirical research journal in management, the Academy of Management Journal (AMJ). He received multiple "Thought Leader" awards for his breakthrough research. Marc is actively engaged in teaching, consulting, and executive training programs in Europe, the US and Asia, and regularly acts as a jury member in start-up and corporate entrepreneurship competitions across Europe.

Dr Sharon Tal is a co- founder and former executive director of the Entrepreneurship Center at the Technion, Israel Institute of Technology, and a well-recognized lecturer on marketing for high-tech startups. She gives lectures and workshops on a regular basis to students, and to start-ups in accelerators around her home-country (Israel), and serves a mentor in many organizations that aim to help budding entrepreneurs. She has vast experience in marketing, as she served as a marketing manager for firms in several industries, as well as extensive experience in strategic consulting. In her PhD research, Sharon analyzed the market entry decision of hundreds of startups and its consequences on firm performance and flexibility.
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