Market Validation

MSMD|Marketing Strategy and Market Dynamics

Figure out what your market really wants -- instead of just what they are telling you -- and learn how to follow through with the right product launched in the right way.


Only 35 percent of new products launched by established companies succeed in the market. That figure drops to 10 percent when you move to the startup world. If you look at the United States economy alone, this translates into a $260 billion dollar annual loss around new product failures. Discover the strategy and tactics of conducting Market Validation and leave with a completed plan to conduct this process and avoid these common pitfalls of launching a new product.This two-day class covers the strategy and tactics of market validation using a three-step process outlined in the book "If You Build It Will They Come? Three Steps to Test and Validate Any Market Opportunity" (Wiley, 2010) by Dr. Rob Adams.

  • Market validation overview
  • Constro systems
  • Formulex
  • Three-step market validation process
  • Understand if more time and effort should be invested during fast triage of your idea in The Ready Stage.
  • Take a deep dive into the target market using primary research techniques to develop a product with unique features that are compelling to your target audience as you complete The Aim Stage
  • Learn the art of converting market data into product features and getting a product out the door quickly as you execute The Fire Stage
  • Discuss the time investment required at each stage of the process
  • Leave with a road-map for bringing your next new product or service to market – successfully

Rob Adams, Ph.D., Lecturer, Department of Management

Course Details

Price: $2,950.00

Market Validation


11/11/15 - 11/12/15

8:30 a.m. - 4:30 p.m.

AT&T Executive Education & Conference Center 1900 University Avenue Austin, TX 78705

Rob Adams