Target audience

• Entrepreneurs who have business ideas and wish to determine whether the market will buy into their ideas.
• Aspiring entrepreneurs who want to find out what opportunities are available.
• Small business owners who wish to expand their market share, introduce new products, or simply find out what other players in their industry are doing.

Goals

The goal of the course is to teach participants the basics of marketing and how to research a particular market that is being targeted. Our students will get to know which market segment to target, and which niche within that segment to target. Then they can draw conclusions on the structure and size of the market, decide on the best business model, and come up with marketing strategies that work.

Course Description

There are enormous and varied industries and market segments in Rwanda that have current and potential opportunities for entrepreneurs. Do you understand how to fish out the attractive market to serve? You need enough market information to avoid costly business mistakes.

This hands-on course teaches you how you can research many important business aspects such as the size of the market segment, the size of the market niche, your competitors, sales tactics of your competitors, customer preferences, etc. without spending much money. The course includes:

• How to design and plan a market research project.
• The importance of measurement and how it is used in market research.
• Market research in fields such as retail, services, fast-moving consumer goods, food retail, online businesses, construction, and agriculture.
• Online research methods using Keyword Planner by Google, Facebook Audience Insight, etc.
• Off-line research methods.
• Data collection.
• How to analyse data gathered in the research, interpret the data, draw conclusions, and translate results into practical recommendations or actions.

This course will equip our participants with the knowledge required to understand the state of their products before even thinking of the market strategy. This course is the best way to build the foundation of your marketing journey!