Market Navigator

The Market Navigator program helps business owners use market research and artificial intelligence tools to identify new clients/customers and better serve existing customers. Businesses with customers and traction are welcome to apply.

This program is delivered through 9 weeks of structured sessions in which participants work with expert instructors to better understand their existing customers, identify new market opportunities, and develop actionable strategies for growth. The program also includes three weeks of University of Chicago student intern support for developing market analysis templates suited for the businesses.

The program combines three research approaches:

• AI tools for rapid data aggregation, competitive analysis, and market segmentation;
• Database resources including industry reports and aggregated market research; and
• Primary research methods including customer surveys, interviews, and direct observation.

1. A comprehensive, data-informed “Market Analysis” researched for each business;
2. A clear understanding of target customers and market opportunities, including number of current/potential customers and average customer value;
3. Practical tools for competitive analysis and positioning, including demographic trends;
4. Customer personas and consistent brand identity;
5. Marketing campaigns designed for current and new market segments;
6. Competitor analysis and value proposition for customers;
7. Validation of pricing strategy;
8. Website review and business listings on Google and Yelp; and
9. Actionable insights to guide growth, marketing, and investment decisions.

1. Market Opportunity Analysis: Techniques for identifying and evaluating new market opportunities and customer segments.
2. Customer Segmentation and Persona Development: Identifying and understanding different customer segments and personas. Conducting in-depth customer interviews, demographic/ethnographic studies, and customer journey mapping.
3. Pricing Strategy and Revenue Forecasting: Developing strategies for pricing, revenue forecasting, and gross margin analysis to strengthen financial modeling.
4. Customer Acquisition and Retention Strategies: Developing strategies for customer acquisition, retention, and lifecycle management.
5. Digital Marketing and Growth Hacking: Leveraging digital marketing channels, growth hacking techniques, and automation for customer acquisition and engagement.

The program will be delivered through a combination of in-person workshops, online modules, and one-on-one mentoring sessions. The total duration of the program is 13 weeks, with weekly in-person workshops (2 hours each) and self-paced online modules. Participants will also have access to advisors through the Polsky Center and Illinois SBDC.

• Workshops: Weekly, in-person, 2-hour interactive sessions for 9 weeks
• Online Modules: Self-paced content with guided activities
• Market Analysis Lab: Student support for developing market analysis template for three (3) weeks
• Mentorship: One-on-one mentoring with advisors from the Polsky Center and the Illinois SBDC