Find Your Market

A short, practical guide showing you how to find the right market for your product or innovation

The market a startup chooses to pursue has a significant influence on its odds of finding success.

Pick a strong market with customers that value the unique benefits of your product or innovation, and hypergrowth might follow. Pick the wrong market, and everything will feel like a slug...

You'll have to fight for every call. Every meeting. Every demo. Every client. Your team won't be excited. And you'll have a hard time staying motivated...

In spite of the importance of picking the right market, entrepreneurs spend little to no time thinking through their market strategy.

Unsurprisingly, 73% of startups enter the wrong market, first.

That's time they waste, runway they lose, and opportunities that are suddenly off the table.

Deciding which customers to target should never be an afterthought.

Learn to identify the right market for your innovation, every time

Find Your Market will show you how to:

• Flesh out the core value of your product or innovation
• Identify promising market opportunities derived from the unique strengths of your technology
• Strategically evaluate the most promising market opportunities
• Gain conclusive evidence that a market is worth committing to
• Mold your positioning and go-to-market strategies to get the growth engines going
• Evaluate the market or customer fit on an on-going basis
• Identify expansion market opportunities to keep the growth going

It's everything you need to make great market selection decisions.

Find Your Market was written for:

• Deep Tech or Frontier Entrepreneurs: Founding teams with unique technologies, ideas, or inventions that can be valuable to dozens of different types of users or organizations. The upside of each market opportunity may vary greatly.
• Solution-First Startups: Founders that may have already built a full product, or large parts of a product, and that are now looking for greater traction or early customers.
• Technology-push firms: Technology-push organizations like Technology Transfer Offices (TTOs) or Research Commercialization Offices tasked with the direct or indirect commercialization of inventions and research findings.