Find the right markets for your innovation - A tool for entrepreneurs and innovators for choosing which markets to play in.
Learn how to apply the Market Opportunity Navigator - a three-step tool for identifying, evaluating and strategizing market opportunities - to get the most value for your innovation.
Meet your instructors
Pursue a Verified Certificate to highlight the knowledge and skills you gain$169.00
Official and Verified
Receive an instructor-signed certificate with the institution's logo to verify your achievement and increase your job prospects
Easily Shareable
Add the certificate to your CV or resume, or post it directly on LinkedIn
Proven Motivator
Give yourself an additional incentive to complete the course
Support our Mission
EdX, a non-profit, relies on verified certificates to help fund free education for everyone globally
Learner testimonials
"What I liked about this course is its practicality. I was taught and then able to exercise what I learned. I love this considering it is how I learn best. My favorite course by far, really well structured."
"An awesome course. I liked the structure and the content: new innovative tool to support businesses + hands-on assignments."
"Content is very interesting and works well with other methods in the market."
Frequently asked questions
Is this tool only applicable for general-purpose technologies?
No, this tool also works great for more contextualized technologies, and even for unique abilities that are not technological in nature. Almost any ability or technology can be de-linked from its current product and be characterized ‘in its own right’ to understand its generic functionalities. The Market Opportunity Navigator can therefore help to discover new market opportunities- even if you think that your technology is quite specific. Thus, it can make sure that your firm will not get locked-in and lose its agility.
There are so many things to do in a startup, and so little time. Why should I take the time to invest in this process?
Time is one of scarcest resources for entrepreneurs. However, because it is so rare, it must be spent wisely. Usually, our natural tendency is to invest our time in troubleshooting and short-term problems. But, this approach may turn to be problematic in the long term.
Remember that your choice of market opportunity is one of most important decisions you will make. You should therefore take the time to think widely and comprehensively about your options before you commit to a specific direction, and make sure that your choice is smart, so that you will not regret it when it's too late.
The common assumption is that startups must adopt a 'laser sharp focus' to be successful. How does it fit the Agile Focus approach?
In our studies we have done comprehensive research, involving hundreds of firms, to understand this question. Our studies clearly show that a laser-sharp focus on one narrow market opportunity doesn’t pay off for most firms! On the contrary: firms that implemented a wider approach – by consciously keeping related market options open – outperformed those who didn't, mainly because of their greater agility. Laser sharp focus therefore comes at the price of flexibility, while Agile Focus helps you manage the delicate balance between staying focused and staying flexible! And this is very important, especially for startups.
I don’t have a business idea in mind- is this course for me?
Anyone who is interested in improving their skills in commercializing innovations and setting a valuable strategy is welcome to join this course.
It doesn’t matter at all if you already have an idea for a startup or not, or even if you want to found a startup or if you prefer to work in an established firm.
The knowledge that you will gain here will give you an advantage either way!