Lecture
This lecture focuses on evaluating market opportunities using the Market Opportunity Navigator. It covers assessing the potential of a market opportunity by estimating its value creation potential and identifying the challenges and risks involved. The factors influencing the value creation potential, such as compelling reasons to buy and market volume, are discussed. Additionally, economic viability is explored by examining margins, customers' ability to pay, and customer stickiness. The lecture emphasizes the importance of understanding the market's attractiveness and challenges to make informed decisions on which markets to enter.