• 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
  • Examples
  • 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

New Media  | 19 de julio de 2012  | Vistas: 60

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…


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