Certificate Program for Consultants and Coaches

Are you ready to help startups and companies boost their business?
Five online sessions

The opportunity

In today’s business environment, competitive advantages are temporary and industry lines are quickly blurring. Companies need to identify their space of opportunities, find the most promising direction for growth, and reconfigure their assets quickly if they want to win the game.

The Market Opportunity Navigator can help you do just that.

If you are a consultant interested in mastering the Market Opportunity Navigator framework and applying it effectively – either for yourself or for your clients- this program is for you.

The program

Identifying and prioritizing market opportunities is a crucial and ongoing process throughout the life of a business, yet it is often one of the most challenging tasks that managers face when striving to grow their company. Relying too often on luck or intuition, this challenge calls for systematic frameworks and tools that allow managers to make an informed strategic choice and align their team around it.

This program presents the “Market Opportunity Navigator” – a new business tool which has recently been adopted for the Lean toolset by Steve Blank. It provides a wide-lens perspective to find different potential market domains for the business, by covering three key questions:

  • Which market opportunities exist for us?
    Identifying market opportunities stemming from the company’s core competencie
  • Which market opportunities are most attractive for us?
    Evaluating possible opportunities systematically
  • Which market opportunities should we focus on?
    Designing a clear focus and a strategic roadmap.

Using real-life examples, we will thoroughly explain the business tool and its dedicated worksheets, show how it complements other tools (such as the Business Model Canvas and Customer Discovery), and provide practical information and tailored resources to best implement it in your own settings.

Who is it for?

This certificate program will be a great fit if you are a consultant that wants to:

  • Develop your own unique value proposition and adapt your services to the digital space.
  • Practice a simple but effective methodology to leverage key resources, align decision makers, and bring results.
  • Engage and support your clients in reassessing their strategy and finding new growth engines.

The certificate program is open to professionals from any sector and background.

What you will learn

By the end of the program you will be able to:

  • Identify new market opportunities beyond the existing boundaries of a company
  • Evaluate market opportunities systematically and define the best ones to pursue
  • Get prospective clients realise the value and benefits of a comprehensive, systematic analysis
  • Enrich and update your Lean toolset and present consulting services that can be delivered online
  • Conduct workshops and online sessions with the tailored ‘Where to Play’ resources
  • Help clients survive the economic crisis of Covid-19


The modules

The program runs along the course of three weeks, with five online meetings of two hours each, and requires your work in between the sessions. Towards the ending of the course, you will also be able to set a 1:1 meeting of 30 mins with the co-author to check your progress and evaluate results.

Wednesday Sep 1, 17:30-19:30 CET

In this module, we will discuss the importance for start-ups and corporates to adopt a structured discovery process for identifying and prioritizing market opportunities. We will then dive into the first step of the tool: “Identifying market opportunities”, with a dedicated worksheet and multiple examples.

What you will learn:

  • Why should you look before you leap (Research background)
  • The importance of shifting from industries to arenas
  • How to apply Worksheet 1 of the Market Opportunity Navigator
  • Examples from different industries and business stages
  • Tips, pitfalls and common mistakes in generating your Market Opportunity Set

Thursday  Sep 2, 17:30-19:30 CET

In this module we will present a systematic evaluation process to assess and compare a varied set of opportunities. Applying the dedicated worksheets (i.e. step 2 and 3 of the Market Opportunity Navigator), we will show multiple examples and explain how ventures can design a smart strategic focus.

What you will learn:

  • How to apply Worksheet 2 of the Market Opportunity Navigator
  • The common challenges and pitfalls when assessing the attractiveness of market opportunities
  • How to manage focus and flexibility with real options (Research background)
  • How to apply Worksheet 3 of the Market Opportunity Navigator
  • The Implications of having an Agile Focus Strategy
  • Different examples from various industries and stages
  • Working with the Market Opportunity Navigator Web Application

Thursday Sep 9, 17:30-19:30 CET

During this module, we will wrap up the ‘how’ part by working in teams on a real case study. Then, we will discuss key challenges, and present the actual work that was done by the company to set their strategy over time.

What you will learn:

  • Rolling your sleeves to apply the Navigator
  • Working collaboratively on MIRO or the web-app
  • The main challenges in applying the Market Opportunity Navigator

Monday Sep 13, 17:30-19:30 CET

In this module, we will discuss how the process complements and reinforces the Lean Startup toolset, and how it can be adapted to help social ventures figure out ‘where to impact’. Then, we will discusses different formats of application in small and large companies

What you will learn:

  • How this framework interacts with other tools from the Lean toolset (Where to play’ before ‘how to play’)
  • The relevance of Design Thinking and the Market Opportunity Navigator
  • How to assess social/ environmental impact prior to market entry and add it to your set of considerations
  • How to run different workshops with your clients
  • How to facilitate a full ‘Where to Play’ process
  • Working with large enterprises vs startups

Tuesday Sep 14, 17:30-19:30 CET

This last module will focus on your brand and offering: how can you leverage this new expertise to enrich your service portfolio, attract new clients, and grow your business.

What you will learn:

  • Peer-to-peer discussion on your imlementation plan
  • Supporting resources, including videos, webinars, slide decks and guides
  • How to attract and engage clients: The 30-day media kit that can help differentiate your consultancy service
  • Our ongoing support and possible collaborations

You will also be added to the Where To Play closed LinkedIn group of certified consultants.

Early bird registrants will be able to set a 30 mins meeting with Sharon, to get first hand support on their progress, feedback and advice. Time slots will be published separately.


This certification program runs online along the course of three weeks, with five meetings of two hours each, and requires you to work in between the sessions. Early- Bird registrants will also be able to set a 1:1 meeting of 30 mins with the co-author to check progress and evaluate results.

Date and times

Module 1:
Module 2:
Module 3:
Module 4:
Module 5:



We will use:
  • Zoom
  • The Market Opportunity Navigator Web App
  • LinkedIn closed group


Early Bird: 750 euros
Regular: 850 euros
Availability: Up to 18 people

Meet your coaches

Sharon and Marc created the Market Opportunity Navigator and co-authored the complementing book ‘Where to Play‘ based on hundreds of cases that they studied during their practical and academic work.

learn more about Sharon and Marc >

What others say about this program