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EU4Tech PoC Workshop for C4, Market Analysis, May 26, 2021

Outline of the workshop

Market analysis is critical for moving projects closer to the market and identifying potential buyers. Strategic market research will help you identify the size and scope of your market and create assumptions about potential growth. By researching what currently exists and what competitors are doing, you will be able to better understand how to differentiate your product and respond to your specific market’s needs. You will also have the tools to communicate the value of your product to your intended audience.

In this half day interactive workshop, attendees will be encouraged to seek out and interpret data to justify target markets and to develop an action plan with key performance indicators. We will explore the methods for identifying a realistic target market for your technology. We will identify ways to use competitor data to compare how your products and services differentiate and add value to your target buyers. Using various analysis tools, we will tease out information to clarify your unique selling point and value proposition. With a well-defined target audience, and value proposition established, you will be introduced to various methods of reaching and communicating with your target audience.

Content

  • Understanding market sizing TAM, SAM, SOM and LAM
  • Step-by-Step approach to market sizing strategy
  • Market sizing in Practice – “i-voting” case study
  • Articulating your offering and Identifying competitors
  • Competitors technical analysis exercise worksheet
  • SWOT Analysis and PESTEL Analysis
  • Product Market Matrix
  • Keyword research
  • Online content and social media
  • Developing a flyer

Learning outcomes

As a result of attending this training participants should:

  • L1: be able to distinguish between TAM, SAM, SOM and LAM and feel able to carry out a market sizing for their own technology.
  • L2: be able to identify important features and attributes of their own PoC technology and use ‘market research’ to ‘benchmark’ (compare) them to existing competing product and services. This will enable the participants to identify a unique selling point or value proposition or to help them develop a technology roadmap.
  • L3: be aware of the various methods for promoting and seeking out market feedback on their technology and the advantages and limitation of each.
  • L4: be able to develop a clearer perspective of who their target audience is and how to articulate the value of their product or service over their competitors. This will enable them to create targeted and compelling messaging to promote their technology.

Target participants

This workshop is aimed primarily at the individuals and teams who are working on an EU4TECH supported PoC project. It will also be valuable for early stage entrepreneurs seeking guidance on how to go about assessing potential market size and scope as well customer profiles to support bringing a product or service to market.

Language

This workshop will be entirely in the English language and no translation will be provided.

Trainers

This workshop will be led by:

  • Natalia Muska, Senior Short-Term Expert for Market analysis.

Registration

Wednesday, May 26, 2021, 13:00 -17.00 CEST

Register in advance for this webinar:
https://us02web.zoom.us/meeting/register/tZ0sduCtrTouGNNUskB9R2V-SIIrWDlBolrD

After registering, you will receive a confirmation email containing information about joining the webinar.

Agenda

13:00Introductions to the trainer, participants and the training
13:15Session 1: Understanding the size of your potential market
1. Understanding market sizing TAM, SAM, SOM and LAM
2. Step-by-Step approach to market sizing strategy
Case Study: In Practice – “i-voting” case study
3. Market sizing exercise

Feedback and discussion

Learning outcome L1: As a result of attending this training, participants should be able to distinguish between TAM, SAM, SOM and LAM and feel able to carry out a market sizing for their own technology if it was commercialised by either a new start-up/ spinoff or an established company.
14:30Break
14:45Session 2: Benchmarking your technology against competitors
1. Articulating your offering
2. Identifying competitors
Competitors technical analysis exercise
3. SWOT Analysis
4. PESTEL Analysis
5. Product Market Matrix

Feedback and discussion

Learning outcome L2: As a result of attending this training, participants should be able to identify important features and attributes of their own PoC technology and use ‘market research’ to ‘benchmark’ (compare) them to existing competing product and services. This will enable the participants to identify a unique selling point or value proposition or to help them develop a technology roadmap.
15:45Break
16:00Session 3: Promoting your technology
1. Keyword research
2. Online content
3. Social media
4. Developing a flyer

Questions and comments

Learning outcome L3: As a result of attending this training, participants should be aware of established and emerging methods to promote and seek market feedback on their technology and the advantages and limitation of each one.
16:45Summary and conclusions

Learning outcome L4: With an understanding of potential market size and their competitor differentiators, attendees will have a clearer perspective of who their target audience is and how to articulate the value of their product or service over their competitors. This will enable them to create targeted and compelling messaging to promote their technology.
17:00End

Trainers profile

Natalia Muska
Key Expert for Market Analysis

Natalia Muska has worked in technology marketing and communications for nearly 15 years and has experience with early stage startups as well as large corporates. She has extensive experience is brand management, customer research analysis and client engagement programs.

Natalia started her career in software marketing supporting KeyMark Inc., an end-to-end document automation technology company based in Greenville South Carolina and with customers across the United States. She went on to serve as the director of marketing for a mid-sized regional data center services firm, Immedion, also headquartered in Greenville. She helped the firm expand and grow from a single data center serving one market to four facilities in four different markets in the course of three years. This included conducting market research for selecting potential locations to invest building facilities in and cultivating a client base.

In 2012 she moved to San Diego, California and served as the Director of marketing for an early stage functional programming software development platform, FP Complete. In 2014 she relocated to the UK where she joined ClearViewIP, an IP Strategy consultancy, as their head of marketing. ClearViewIP was eventually acquired by Deloitte LLP in 2019. Over the past five years she has led the branding of ClearViewIP and recently the business messaging integration of rebranding ClearViewIP as Deloitte IP Advisory. She manages the global communications channel for the IP Advisory team collaborating with teams in the US, Belgium, Japan, Spain, Australia, Singapore, Dubai, and the Netherlands supporting their regional and global go-to-market strategy planning.

Natalia has a Masters in Technical Communications from Clemson University in the US.

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