Where to Play

As an entrepreneur or innovator, youre trained to run fast. But are you running in the right direction?

Choosing the right market for your innovation is the biggest, and trickiest, question for innovators. Research has shown that all too often entrepreneurs dont 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

Get the most value for your innovation with Where to Play!

Just the right book for first-time and experienced entrepreneurs an invaluable complement to both the Lean Start-up Process and the Business Model Canvas!

Eric von Hippel, T. Wilson Professor of Innovation, MIT Sloan School of Management

A visually exciting way for entrepreneurs to identify and analyse their opportunities before they dive into execution. Best of all, it also tells you how to focus, and what NOT to do!

Henry Chesbrough, Professor, UC Berkeley Haas School of Business; author, Open Innovation