Don't care what your customers can do for you - but focus on what you can do for them.

To create great products that meet customers' needs and to find your target customer are of equal importance for entrepreneurs. Here are some questions to think about: How do customers get to your product? How can your product meet the customer's needs? What value does your product create? How do you gain a competitive advantage in your market?

We will use case studies to explore how small and medium-sized enterprises build the concept of a product, meet customers' needs, establish a clear value orientation, refine commercial secrets of success and understand their competition in fields including marketing, urban design, language education, medicine and supportive services.