This session will help entrepreneurs understand how to evaluate the market for their product or service. Is it big and exciting enough for you to pursue? For investors to get excited about? Weʼll look at proven approaches to conducting secondary and primary research, in order to glean answers to key questions such as: How big is my market? Is it ready for my solution? How can I break up my market into useful customer segments, and then which segment should I target first, and why? Who are my competitors, and how do I position myself to compete successfully against them? Facilitated by Jim Price, Ross Faculty & ZLI Entrepreneur-in-Residence.