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

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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 Fédérale 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.

• 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
• Worksheets
• Thank you note
• Index