What Comes After Innovation?
It's an immersion experience. Lab to Market is idea to market.-Robert S. Sullivan
Pauline and Stanley Foster Endowed Chair
Dean, Rady School of Management
New ideas are all around us, and the real business challenge lies in deciding which innovative ideas can be translated into viable, valuable market opportunities. How do you determine if a business idea is viable? Which products are worth taking to market? Is this idea big enough to drive a company?
Going from Idea to Market
In Lab to Market, the signature course series of the Rady MBA program, you will learn how to turn ideas into market opportunities. More than a single course or a simulated exercise, L2M is an experience, one not found in any other MBA program.
The L2M sequence centers on the skills and knowledge needed to become an innovative, opportunity-driven, entrepreneurial manager. We are focused on teaching you how to identify scalable new ideas that fill a market need and that add social and economic value. The L2M sequence aims to educate entrepreneurial, growth-oriented managers for both emerging and established companies.
Unique among business schools, this three-course sequence begins in the classroom and moves into a project-based environment. L2M will teach you how to use the analytical frameworks and tools of your MBA education to:
- Identify the emerging “opportunity space” in an industry sector
- Generate and validate new ideas
- Distinguish real viable opportunities from interesting ideas
- Evolve ideas into scalable products and services
- Evaluate business models that can translate opportunities into ventures
You will perform market research and validation, feasibility studies, develop a business case and then a business plan and a go-to-market strategy. Working in teams, assisted by Rady's robust network of external advisers and coaches, you will tap into and evaluate ideas from companies, gain exposure to commercialization opportunities at leading research institutes and generate your own ideas. Along the way you will likely pursue some ideas that turn out not to be viable, and if an idea fails, you'll write a solid business case describing your evaluation and your learning and start again.