Market Opportunity Set: Generating Strategies

This lecture focuses on the Market Opportunity Navigator, a tool designed to help innovators and entrepreneurs identify and evaluate potential market opportunities. The instructor explains how to generate a market opportunity set by assessing the attractiveness and feasibility of different markets. Key topics include the importance of having a varied set of market opportunities, initial screening questions to evaluate opportunities, and the process of depicting and evaluating the market opportunity set. Through practical examples and worksheets, students learn how to identify market opportunities based on core abilities and customer needs, ultimately leading to the selection of 3-5 promising options for further consideration.