Marc Gruber and Sharon Tal present their book Where to play – The Market Opportunity Navigator at ESCP on May 22 from 12h – 13h .

“Where to play” teaches you how to systematically identify, evaluate and strategise your market opportunities. It’s a practical business book for anyone striving to commercialize new innovations.

Why you should come?
o Entrepreneurs need to identify, evaluate and prioritise market opportunities for their business so that they can increase their chances of success and create significant new value.
o Choosing the right markets is a crucial and ongoing process throughout the life of a business.
o Entrepreneurs and business managers approaching market discovery and validation in a systematic way, reducing uncertainty and moving forward with confidence.

Who are Marc Gruber and Sharon Tal?
Marc is a world-leading researcher in the domain of innovation, entrepreneurship and technology commercialization. He is Vice President for Innovation at the Swiss Federal Institute of Technology (EPFL) in Lausanne, Switzerland, where he also heads the Chair of Entrepreneurship & Technology Commercialization.

Sharon 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 start-ups, and serves as a mentor in many organizations that aim to help budding entrepreneurs.

Why did they wrote the book?
Over the past 15 years, Marc and Sharon have rigorously studied and worked with hundreds of startups to create the Market Opportunity Navigator. This simple and solid framework will help your team choose a promising strategic focus while ensuring future adaptability.

But do not take our words, listen to what others say:

Steve Blank, serial entrepreneur and iconic entrepreneurship teacher, praises the book. He just published a long blog post on the book, summarizing:
“Lean Startup tools offer the details of “how to play,” while the Market Opportunity Navigator helps you to zoom-out to understand “where to play”.”

Others, who praise the book are:
• Alexander Osterwalder, author of “Business Model Generation”
• Tina Selig, Stanford
• Eric von Hippel, MIT Sloan School of Management
• Henry Chesbrough, UC Berkeley, Hass School of Business
• John Mullins, London Business School