MasterClass at KU Lighthouse: Market Analysis
Finding your market: How to locate, target and talk about your market
9. december 2025, kl. 14:00 - 17:00
Tilmeldingsfrist
9. december 2025, kl. 08:00
KU Lighthouse
Tagensvej 16
2200 København N
Pris:
Gratis
Indhold er hentet
Join our 120-minute interactive workshop designed to help you move beyond assumptions defining your market, customers, and opportunities.
This hands-on session will equip you with practical tools and frameworks to:
- Identify your market and ideal target customers
- Estimate and segment market sizes
- Communicate market insights clearly and convincingly in external settings
We will give you an overview of what you know, what more you need to know, inspiration and a plan for your next step research and market validatation.
Topics & activities
Part 1: Defining your market & early customers
- Learn to segment and select your first target group using tools like the Value Proposition Canvas, Early Adopter Profiling, and Customer Personas.
- Activity: Map your own market, target segment and early adopters.
Part 2: Estimating Market Size (TAM / SAM / SOM)
- Understand and apply practical frameworks for estimating market potential using both primary research and public data.
- Activity: “Estimate, Research, Validate” – work through your own market case.
Part 3: Pitching Market Insights
- Discover how to frame your market size and customer focus in a way that resonates with investors and partners.
- Activity: “Market Message Makeover” – refine your pitch with peer feedback.
Throughout the workshop AI-powered tools are introduced that can assist with customer mapping, market data gathering, and insight generation.
After a two-hour workshop, you are invited to stay for a hosted networking session. Light refreshments will be served.
Join the workshop. Nail your market. Get insights - and go from guesswork to sound reasoning.
We encourage all participants to bring their own case, a laptop or other device that allows you to work hands-on during the session.
About the Facilitator
Bettine Ortmann, FutureTribe, is an experienced facilitator with over 20 years of expertise in marketing, entrepreneurship, and business development. Since 2018, she has served as a Senior Lecturer in Entrepreneurship & Design, guiding startups, researchers, and innovators toward stronger business foundations. She’s an entrepreneur herself with experience from starting up a business within Retail Tech and content creation. She is also the co-author of Entrepreneurship – a Handbook.