101 College Street
In order to craft your value proposition, you need to make certain assumptions about your target market. It is important to validate these assumptions through market research techniques and analysis. In this lecture, market research experts will introduce the principles of market research and analysis, including analytical frameworks such as the PEST analysis and Porter’s Five Forces.
Part of the Entrepreneurship 101 Series
Usha Srinivasan and her team of industry specific and information science experts provide quality and timely market research intelligence to entrepreneurs in Ontario through the MaRS Market Intelligence Services. Prior to joining MaRS, she worked at Frost & Sullivan, a leading global market research and consulting company where she published key research papers, consulted for companies of varying sizes and managed a group of analysts to provide quality research. She has technical & industry background in water, environment and building technologies space having worked with global clients such as GE, Siemens, Veolia, American water, IBM, Honeywell and Brita. She holds a BSc in Microbiology from University of Bristol and a PhD in Environmental Sciences from University of Abertay in Dundee, Scotland. She is an NRC fellow and has completed postdoctoral work at the US Environmental Protection Agency and University of New Brunswick. She has also worked with the Northern Research Institute and the Department of Forestry in the Yukon and helped to research and write the “State of the Environment” report for the Yukon territories.