Market Insight & Customer Strategy

From Vision to Venture: Entrepreneurship Licensing Program

Third Module: Market Insight & Customer Strategy

Understanding your customer is the cornerstone of any successful business. In this module, you’ll learn how to analyze your market, define and segment your audience, study competitors, and map out your customer’s experience. These insights will help you create targeted strategies that drive engagement, loyalty, and growth.

Lessons included in this module:

Territory 1: Know Your Customer, Grow Your Business

Discover why customer understanding is the foundation of business success. You’ll explore customer needs, preferences, and behaviors—and learn how this knowledge shapes product development, messaging, and positioning

Territory 2: Defining and Segmenting Your Target Market

Learn how to divide your broader audience into meaningful segments based on demographics, behaviors, and psychographics—so you can tailor your offerings and communication for maximum impact.

Territory 3: How to Conduct a Competitive Landscape Analysis

Gain the tools to analyze your competition, identify market gaps, and uncover strategic opportunities. You’ll assess strengths, weaknesses, and positioning to help your business stand out.

Territory 4: How to Create and Use Buyer Personas

Build detailed, research-based buyer personas that bring your target audience to life. You’ll use these profiles to align your marketing, product features, and customer experience with real-world needs.

Territory 5: Mapping Your Customer’s Journey

Explore how customers interact with your brand from awareness to advocacy. You’ll learn how to design experiences that reduce friction, boost satisfaction, and increase conversions at every stage.

Checkpoint
Wrap up this zone with a quiz designed to reinforce your learning and test your readiness to move forward.