'Where to Play' Masterclass for Deep Tech
Master the Market Opportunity Navigator and get certified
Two compact online sessions (2 x 3hrs)
June 2 and June 9, 2026
Struggling to find the best market for your deep tech?
Do you have a breakthrough technology with multiple possible applications? Juggling with too many opportunities and must prioritize? Or afraid of wasting money, time, and effort on the wrong path?
Stop playing target market roulette.
Master the Market Opportunity Navigator and its three worksheets, and work on systematically identifying, evaluating, and prioritizing market opportunities stemming from a technology.
Using real-life deep tech examples and hands-on practice, this Masterclass explains the 3-step process, shows how it complements other tools (such as the Business Model Canvas and Customer Discovery), and teach you everything you need to know for successful implementation.
Takeaways
By the end of the program, you will be able to:
- Master the use of the Market Opportunity Navigator, the 4th tool in the Lean Startup
- Lead strategic discussions in your company using the tailored ‘Where to Play’ resources
- Identify market opportunities stemming from an invention, evaluate them systematically and define the best ones to pursue
- Make informed strategic choices that will keep your company focused yet flexible for the future
Who is it for?
Entrepreneurs and deep tech innovators: Find your best starting point and move forward with confidence
Consultants and mentors: Support deep tech clients in identifying and prioritizing market opportunities with a structured framework
Educators and accelerators: Provide students and venture teams with a rigorous strategy tool built for technology-driven ventures
Tech transfer offices: Collaborate efficiently with researchers and guide them through the commercialization process
Agenda
The program includes two live online meetings of 3 hours each, with recommended work in between.
The Market Opportunity Navigator - 3 steps, 3 structured processes
Tuesday, June 2, 16:00-19:00 CET / 10am-1pm ET
In this session we will dive into the three steps of the tool, and walk through its dedicated worksheets with multiple examples.
What you will learn:
- Why should you look before you leap? The power of a wide lens perspective
- How to apply Worksheet 1, 2 and 3 of the Market Opportunity Navigator
- Deep tech examples
- Using AI to support the process
- Tips, pitfalls and common mistakes
- Working with the Market Opportunity Navigator Web Application
- Informal Q&A
Get started with an intriguing innovation
Recommended self-practice in between the sessions
Get familiar with a real innovative startup and apply the 3 worksheets to help them find their best starting position. If desired, we can match you with a peer participant to discuss and evaluate your work.
What you will learn:
- Practice the process
- Enrich your network with peer discussion
- Come to the next session with any question you have
Everything you need to get the most out of the process
Tuesday, June 9, 16:00-19:00 CET / 10am-1pm ET
In this session, we will discuss how the Market Opportunity Navigator complements other business tools, and how to best facilitate the process in your own context.
What you will learn:
- How the Market Opportunity Navigator enhances the value of the other tools from the Lean toolset
- How to assess social/ environmental impact prior to market entry and add it to your set of considerations
- How to facilitate a full ‘Where to Play’ process
- How to benefitting the most from our supporting resources: videos, webinars, slide decks and guides
- Informal Q&A
Get your tickets
Early Bird: 349 euros (Until May 18)
Regular: 449 euros (Until June 1)
*Classes will be held with a min. of 5 registrants and a max. of 15, so that we ensure a strong learning experience
Meet your coaches
Sharon and Marc created the Market Opportunity Navigator and co-authored the complementing book ‘Where to Play‘ based on hundreds of cases that they studied during their practical and academic work.
What others say about our training programs
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“Amazing experience that exceeded my expectations! Sharon and Marc are very engaging and effective instructors with a lot of experience of teaching and applying the Where To Play framework across industries. A great addition to the toolbox for startups as well as for marketing and innovation teams!”
Denis Gablenko – International Business Development Manager, InstyMeds
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“A must for everyone who wants to help companies grow and ventures start on the right path. The course is conducted brilliantly, easy to comprehend, with real case studies and hands-on session delivered by experts.”
Oliver Senti – Head of Red Hat Open Innovation Lab & Transformation
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“I found myself waiting for the next session!
Wonderful workshop to learn a powerful framework!”Maish Nichani – Director, PebbleRoad Pte Ltd