Without a solid market analysis even the most brillant idea won't source any money.

For Start-ups

The German start-up scene is wild and full of inspiration. Yet, brilliant ideas meet both marketing and financing challenges. Michael Porter's 5 Forces that many of you have studied, do not apply to start-ups with "Kirzner"-innovations. Still you need to present a business plan before raising funds through a business angel or KfW, through kickstarter or seedmatch and VC at a later stage. This business plan mostly relies on a decent piece of market research.

The typical challenge is to qualify and quantify a market place that does not have any players like you yet. The closest comparable examples can only deliver directional guidance. And also interviews with potential buyers are a tricky source of intelligence because no-one can reliably anticipate his own future purchase behaviour. Still, as a conclusion from likes and disikes, from preferences and reservations, from the degree of understanding and commitment, while discussing your future business case, and from the degree it is perceived to be unique and attractive, decisive clues will be generated. 

 So let's talk about your future customers - and let's talk to them !