🧭 Management Strategy · Trends
New Market and New Business Discovery Workshop
⏱ Duration8 hours
🏢 FormatOn-site delivery · Customized design
👤 InstructorJohn Kim
✅ Key outcomeA ready-to-use draft of a new business proposal by the end of training
The New Market and New Business Discovery Workshop is an intensive 6–8 hour program that takes you through a structured 8-step process, from identifying new markets to validating business viability and building an execution plan. Built on trend and environment analysis, this hands-on workshop covers opportunity discovery through SWOT analysis, customer target definition, idea generation and filtering, and market and business feasibility assessment. John Kim, CEO of Nanum Consulting, designed this practice-based curriculum personally. Participants build new-business discovery skills step by step and finish with an execution roadmap they can apply right away. The curriculum has been tested in training for 50+ major corporations and institutions.
Who is this course for?
The program is designed for practitioners who need to explore new market opportunities and build commercialization strategies: planning and marketing staff, new business development teams, and executives. It is especially suited to employees who want to learn systematic market analysis and idea validation methods.
What will you learn?
- Understand the new market and new business discovery process and master it through hands-on practice
- Stronger skills in validating market and business viability and building execution plans
Curriculum
Module 1: Framework for new market discovery and understanding trends
- Three approaches to new market discovery (market-driven, technology-driven, problem-solving)
- How the product’s value chain is changing
- Global megatrend analysis (for your product)
- [Exercise] Draft an industry-specific new market opportunity map
Module 2: Understanding the market through environmental analysis
- Reading macro-environment shifts with PESTEL analysis
- Analyzing industry structure with the 5 Forces
- Draw key implications from the analysis results
- [Practice] Complete an industry environment analysis sheet for your company
Module 3: SWOT-Based Opportunity and Threat Identification
- Linking strengths and weaknesses to the external environment
- Framework for identifying opportunities and threats
- Initial assessment of commercial viability
- [Exercise] Create and share “opportunity & threat cards”
Module 4: Customer Understanding and Target Definition
- Analyzing Buying Center roles and influence
- Combining personas, empathy maps, and customer journey maps
- Identify decision-making patterns of key customer segments
- [Exercise] Complete a customer opportunity map
Module 5: Idea Generation and First-Round Filtering
- Idea generation techniques (SCAMPER, etc.)
- Considering competitors, substitutes, regulation, and barriers to entry
- Using the opportunity-solution matrix
- [Exercise] Generate 3–5 candidate businesses
Module 6: Market and Business Feasibility Assessment
- Market attractiveness analysis: TAM-SAM-SOM, growth rate, competitive intensity
- Business fit analysis: technology, resources, partnerships, supply chain
- Building a “market potential vs. execution capability” matrix
- [Practice] Narrow down priority candidates
Module 7: Prioritization and Business Concept Development
- Select 1–2 core business ideas
- Understanding and applying the Lean Canvas
- Clarifying the value proposition
- [Practice] Draft a Lean Canvas
Module 8: Rapid validation and execution roadmap
- PoC (Proof of Concept): purpose and case studies
- MVP (Minimum Viable Product) design
- Action plan and KPI design
- [Exercise] Team presentations & feedback
Expected results / After the course
- Complete a draft new-business proposal you can use right after training
- Actionable ideas tailored to your industry and customers
On-site training references
Hyundai CorporationSamsung C&TLotte Data CommunicationHyosungNH NonghyupDaejeon Chamber of Commerce and IndustryEugene Investment & SecuritiesKolon IndustriesHarim Co., Ltd.Sunjin Co., Ltd.STEMCOHaesung GroupDB HiTekMDS TechSunjin Co., Ltd.Gyeonggi Women’s Development CenterGyeonggi Job FoundationGyeongbuk Telecommunications Civil Servants WorkshopIljin SteelHansol HomedecoHues Consultingand more
About the instructor
John KimInstructor John Kim, author of “B2B Marketing Design” and CEO of Nanum ConsultingView profile →
Related courses
We tailor this course to your company
From diagnosis to execution — Nanum Consulting
FAQ
The program is designed for practitioners who need to explore new market opportunities and build commercialization strategies: planning and marketing staff, new business development teams, and executives. It is especially suited to employees who want to learn systematic market analysis and idea validation methods.
More than theory, it gives you a structured 8-step process you can apply on the job right away, from SWOT analysis to MVP development. In a hands-on workshop format, you practice the concrete tools and methods real commercialization needs, including market and business viability assessment and prioritization.
This is a focused workshop of 6–8 hours in total, adjustable to a 1-day or 2-day program depending on your schedule and requirements. John Kim leads the sessions in person, combining theory with team-based exercises to maximize practical application.
An expert in new market and new business discovery with on-site teaching experience at many companies. Training draws on extensive real-world business experience, and deep know-how in market analysis and business feasibility assessment earns high satisfaction from practitioners.
New Market and New Business Discovery Workshop
The New Market & New Business Discovery Workshop is a focused 6–8 hour program that uses a structured 8-step process to take you from identifying new markets through validating business viability to building an execution plan. Tr
Training objectives
- Understand the new market and new business discovery process and master it through hands-on practice
- Stronger skills in validating market and business viability and building execution plans
Expected results
- Complete a draft new-business proposal you can use right after training
- Actionable ideas tailored to your industry and customers
Curriculum
Module 1Module 1: Framework for new market discovery and understanding trends
- Three approaches to new market discovery (market-driven, technology-driven, problem-solving)
- How the product’s value chain is changing
- Global megatrend analysis (for your product)
- [Exercise] Draft an industry-specific new market opportunity map
Module 2Module 2: Understanding the market through environmental analysis
- Reading macro-environment shifts with PESTEL analysis
- Analyzing industry structure with the 5 Forces
- Draw key implications from the analysis results
- [Practice] Complete an industry environment analysis sheet for your company
Module 3Module 3: SWOT-Based Opportunity and Threat Identification
- Linking strengths and weaknesses to the external environment
- Framework for identifying opportunities and threats
- Initial assessment of commercial viability
- [Exercise] Create and share “opportunity & threat cards”
Module 4Module 4: Customer Understanding and Target Definition
- Analyzing Buying Center roles and influence
- Combining personas, empathy maps, and customer journey maps
- Identify decision-making patterns of key customer segments
- [Exercise] Complete a customer opportunity map
Module 5Module 5: Idea Generation and First-Round Filtering
- Idea generation techniques (SCAMPER, etc.)
- Considering competitors, substitutes, regulation, and barriers to entry
- Using the opportunity-solution matrix
- [Exercise] Generate 3–5 candidate businesses
Module 6Module 6: Market and Business Feasibility Assessment
- Market attractiveness analysis: TAM-SAM-SOM, growth rate, competitive intensity
- Business fit analysis: technology, resources, partnerships, supply chain
- Building a “market potential vs. execution capability” matrix
- [Practice] Narrow down priority candidates
Module 7Module 7: Prioritization and Business Concept Development
- Select 1–2 core business ideas
- Understanding and applying the Lean Canvas
- Clarifying the value proposition
- [Practice] Draft a Lean Canvas
Module 8Module 8: Rapid validation and execution roadmap
- PoC (Proof of Concept): purpose and case studies
- MVP (Minimum Viable Product) design
- Action plan and KPI design
- [Exercise] Team presentations & feedback
About the instructor
John Kim, Lead Instructor
10 years in industry · 15 years teaching (3,000+ lectures)
Education
· MBA (advanced major: Marketing), Korea University Graduate School of Business (graduated)
· Sungkyunkwan University Consultant Program (completed)
· Sogang University Graduate School of Business, Short-Term MBA (completed)
· Seoul National University Lifelong Education Instructor Development Program (completed)
· Chung-Ang University, B.A. in English Language and Literature (graduated)
Experience
· Current: CEO, Nanum Consulting
· Formerly at Hyosung Corp., Daeduck Electronics and Shinhan Diamond: overseas assignments and strategic planning (10+ years)
· Current partner instructor, Expert Consulting
· Current: Partner instructor, PSI Consulting
· (Current) Partner instructor, Korea SMEs and Startups Agency and SME Training Institute
Credentials and publications
· Certified consultant
· Certified teacher
· Completed official IDEO Design Thinking training
· B2B Marketing Design (1 Apr 2025)
· The Chinese Diamond Tool Market: Present and Future (co-authored, Korea Tool Association)
· Battles That Changed History and Innovative Weapons (in progress)