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Influence and Navigate Your Market Environment

Establish a firm grasp on the way your chosen marketplace functions. Gain an understanding of the world in which you compete. Identify market dynamics, learn which you can influence, and learn how to navigate those that you can’t.

Competent business leaders must be aware of their overall environment. In this Workshop you will explore: What is your internal and external context? What are the major dynamics in your market? Which can you influence? Which must you learn to navigate?

In today’s business world, markets change and evolve quicker than ever, making it difficult for growing companies to establish a foothold. Those that fail to understand their marketplace or are slow to adapt to changes in it may not prosper. As important as it is, understanding the market is often a daunting task for small and medium-sized businesses.

In this Workshop, you will establish a firm grasp on the way your chosen marketplace functions. You will learn how information flows in your target market and what the moving parts are that drive its behavior. You will identify the dynamics of your marketplace, learn which ones you can influence, and learn how to navigate the changes that may come your way so that you can stay ahead of the curve.

This is one of the three Context Workshops in the Value Prop Method.

Who Should Attend:

We recommend all Members engage in this workshop. Identifying your target market is a crucial step in developing a successful go-to-market initiative. This Workshop, along with the Customer and Competition Workshops, establishes the context for your marketing program.


At the end of this Workshop you will know:

  • The five major market dynamics, which dynamics align with your Value Proposition, which ones you can influence and which you must learn to navigate.
  • The context of your company, your current position and your opportunities for the future.
  • Your external context: competition, customers, alliances, and channels.

You will also complete the Marketplace Matrix Worksheet and be prepared to communicate what you have learned with team members at your company.

Workshop Format:

The Market Workshop, as with all Value Prop Workshops, is a four-hour session limited to no more than fifteen Members to ensure a truly interactive and immersive experience. Also, as with all our Workshops, we ask you to come ready to “roll up your sleeves” and work on your most pressing initiative.

  • Participants receive a Workbook.
  • Participants will receive instruction as they update their Workbook with information pertaining to their real initiatives.
  • Participants will work with their peers in this session, discussing approaches for and receiving input on their initiatives.

Note: Participants are not expected to share any sensitive or confidential information but only that which they are comfortable sharing with a group of business peers.

Prerequisites and Tools:

You will receive the Marketplace Matrix Worksheet via email upon registering for this Workshop. Please invest 20 minutes in reviewing the Worksheet before the Workshop.

This Workshop is led by one of these individuals:

Jose Palomino, Value Prop Interactive CEO

Karen Davis, Value Prop Interactive Chief Operating Officer

Matthew Gorman, Value Prop Interactive Director of Consulting

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