The Innovation to Market course is intended as an entry point for innovators, seekers of a creative solutions, designers of novel approaches to social problems or makers of impactful products at the University of Wisconsin–Madison.

You’ll begin by forming a hypothesis about your business concept. You will then test that hypothesis by interviewing potential users and customers of your product or service. The purpose of this is to identify a “product-market fit.” Is your proposed product/service addressing a real need or demand? Is the pain point sufficiently large that customers will pay money for your solution? If so, how much? Is it a big enough market for you to bother pursuing? If the answer to any of these questions is “no” you are better off finding out earlier and pivoting to a new value proposition, perhaps changing which customers you will go after or what product features you will incorporate.

Innovation to Market is designed to get you thinking along these lines and get you started actually doing some of this customer discovery by getting out there and interviewing potential customers. It is not just a theory-based lecture course. While there is some delivery of content and knowledge sharing, the most important aspect is to gain some experiential learning-by-doing.

The Innovation to Market program consists of live classroom sessions* and weekly mentor meetings. All D2P programs are free and open to UW–Madison faculty, staff, and students, and employees of UW–Madison affiliate organizations.

Applications due: Sunday, February 11, 2024 at 11:59 pm

Spring 2024 dates: Feb 28 – Apr 24*
(Wednesdays, 9 – 11 am)

Eight-week course includes 5 live online classroom sessions plus weekly mentor check-ins.

*Full session schedule:
February 28
March 6, 20
April 10, 24

More information and application