00:00    |    
Initial credits
00:06    |    
Introduction by Tom Evans
00:35    |    
Product failure statistics
01:31    |    
Reasons for product failure in the market
Main reason: Lack of market understanding
Other failure reasons
03:45    |    
Keys to create successful products
Compelling market opportunity
Differentiated value proposition
Profitable business model
Dot-com bubble
Motivate target market
Target market analysis
Market discovery and validation process
09:35    |    
Model for discovery
Customer-focused business
11:43    |    
Key pillars of discovery
13:13    |    
One: Market problem
Compelling market problem
Maslow's hierarchy of needs
Quotes Henry Ford
Quotes Theodore Levitt
19:26    |    
Two: Product
Delivering benefits
21:09    |    
Three: Business model
25:22    |    
Four: Market strategy
Select a target market
Market placement
Messages conveyed
29:02    |    
Final credits




Market-to-Market: An Entrepreneurial Discovery Process to Create Breakthrough Products

19 de julio de 2012   | Vistas: 16 |  

Every year, thousands of products enter the market as massive attempts of entrepreneurs looking to captivate millions of customers around the world. According to Tom Evans, more than half of these goods and services do not succeed at all. He shares the main reason why they fail and tells about the most common mistakes people make when trying to sell or offer a new product. In order to be ahead in the business, he suggests key elements that can assure a favorable outcome, explaining the dynamic model for discovery within a specific market, which entails aspects such as the market problem, the product, the business model pursued, and the market strategy.

Tom Evans is principal of Lûcrum Marketing. He brings over twenty years of successful hi-tech business experience, he is recognized…


Nuestra misión es la enseñanza y difusión de los principios éticos, jurídicos y económicos de una sociedad de personas libres y responsables.

Universidad Francisco Marroquín