Goal of customer discovery program: economic growth

Eight teams of Grand Valley faculty members and students with potential products began a four-week training program October 2 that will help them better understand their customers and market potential.

The Introduction to Customer Discovery Program was hosted by Grand Valley's Technology Commercialization Office through a partnership with the University of Michigan's Center for Entrepreneurship. A grant from the Michigan Economic Development Corporation allows U-M's CFE to "train the trainers" at universities throughout the state.

Robert Smart, vice provost for research administration and executive director of the Center for Scholarly and Creative Excellence, said the four-week program will take faculty-student teams out of the classroom to engage with industry customers and competitors. 

At the kick-off meeting, team presentations were followed by lectures on customer segments and best practices. Junior Zoe Bruyn called it a great real-world experience. Bruyn, a double major in management and marketing, is the entrepreneurial lead on her team that is trying to market a new Web networking platform for K-12 teachers and parents.

"We got great feedback here and notes to take forward into our interviews with stakeholders," Bruyn said.

Linda Chamberlain, director of the Technology Commercialization Office, said the goal behind this program is to increase the probability of products and innovations reaching the marketplace and eventually contributing to Michigan's economic growth.