- Taschenbuch: 240 Seiten
- Verlag: Financial Times Prent.; Auflage: 01 (10. August 2017)
- Sprache: Englisch
- ISBN-10: 1292178922
- ISBN-13: 978-1292178929
- Größe und/oder Gewicht: 18,5 x 1,5 x 23,1 cm
- Durchschnittliche Kundenbewertung: 4 Kundenrezensionen
- Amazon Bestseller-Rang: Nr. 67.539 in Fremdsprachige Bücher (Siehe Top 100 in Fremdsprachige Bücher)
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Where To Play: 3 steps for discovering your most valuable market opportunities (Englisch) Taschenbuch – 10. August 2017
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As an entrepreneur or innovator, you’re 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 don’t 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
Über den Autor und weitere Mitwirkende
Professor Dr Marc Gruber is a world-leading authority in the domain of innovation, entrepreneurship and technology commercialization. He heads the Chair of Entrepreneurship & Technology Commercialization at the Swiss Federal Institute of Technology Lausanne (Ecole Polytechnique Fédérale de Lausanne, EPFL) in Switzerland, the worldwide #1 university among all universities established in the last 50 years, and works as an Associate Editor for the #1 empirical research journal in management, the Academy of Management Journal (AMJ). He received multiple “Thought Leader” awards for his breakthrough research. Marc is actively engaged in teaching, consulting, and executive training programs in Europe, the US and Asia, and regularly acts as a jury member in start-up and corporate entrepreneurship competitions across Europe.
Dr Sharon Tal 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 to start-ups in accelerators around her home-country (Israel), and serves a mentor in many organizations that aim to help budding entrepreneurs. She has vast experience in marketing, as she served as a marketing manager for firms in several industries, as well as extensive experience in strategic consulting. In her PhD research, Sharon analyzed the market entry decision of hundreds of startups and its consequences on firm performance and flexibility.
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The Navigator could be widely used (startups, corporates, TTOs,...). The approach is easy to understand and could be smoothly applicated. The authors are using great and very vivid examples in two ways. On the one hand there are small startup examples used to describe specitic topics and on the other hand there the startup Augury is used throughout the book showing the long term development. Moreover the book offer perfect hands-on checklists and sets of questions to ask.
In short it is the missing tool for entrepreneurs!!
Speziell für Start-Ups, die mit limitierten Ressourcen und Unsicherheit zu kämpfen haben, ist es essentiell zu wissen, welche Absatzmärkte und Kundengruppen von Bedeutung sind, da eben diese Faktoren letztlich über Erfolg und Misserfolg entscheiden.
Hierzu haben die Autoren – ähnlich der Business Model Canvas – eigene Modelle entwickelt, die durch Leitfragen, Fallstudien und Kurzzusammenfassungen ergänzt wurden. Besonders hervorzuheben ist, dass in diesem Buch – neben seiner sehr guten grafischen Aufbereitung – auch immer wieder empirische Ergebnisse aus aktueller Entrepreneurship-Forschung präsentiert werden.
Ebenfalls positiv anzumerken ist, dass in diesem Buch, neben seinem Fokus auf Start-Ups, auch ein eigenes Kapitel für Handlungsempfehlungen und Einsatzmöglichkeiten in etablierten Unternehmen, für Investoren oder Lehrende gewidmet wurde. Klare Kaufempfehlung!
Die hilfreichsten Kundenrezensionen auf Amazon.com
Seamless interface with the Business Model Canvas and Lean Startup. One of the key challenges in pivoting is the need to start over. This book provides ways for entrepreneurs to pivot without having to start over. Nicely designed worksheets too! It's a book that encourages action!
The whole book promises you to find out if you are pushing your company or startup in the right direction, if your business is missing out an opportunity or not and which opportunity you should invest in first.
This was my excuse why it took much longer to finish the book. I followed all the steps, I took time to answer the many questions and did some extra market research.
Do I have to say more why you as an entrepreneur should read this book? Only reflecting on and answering the asked questions, gives you a "business plan" that will guide your business into growth and success.
This doesn't mean it is an "easy quick and fast way to success", you still need to dig deep and leave out our own guts by using the naked facts.
In my case, I started to have doubts on 1 of my projects. We are making money but the project wasn't growing fast enough. I used this book and followed the 3 steps.
Result: I have more energy, I'm more focused on the most promising opportunity etc. (Yep, I did the full blow stuff)
Now I'm confident that we're back in the right direction.
Stop using your time to think yourself or talk to others, start first with this book if you are serious about your startup or business.
"Where to play" finally delivers a framework to map the different opportunities and give structure to the process of deciding what to target.
I've seen dozens of teams work with the framework to come out more focused and with an option to put their energy into one specific direction.
The Market Opportunity Navigator is an essential tool in the arsenal of any entrepreneur.
The book itself is well structured and is complemented with clear graphical outline of the tool making it easy for the reader to follow the methodology and implement it