Living Entrepreneurship Blog / Babson Entrepreneurs

#How2Tuesday: How To Do In Depth Market Research

How 2 Do In Depth Market Research

The Blank Center’s #How2Tuesday series continues on Tuesday, Tuesday, February 21 at 5pm! How 2 Do In Depth Market Research with Angelo Santinelli, Adjunct Lecturer of Entrepreneurship!

Just Start! Act! Go talk to Customers! For today’s millennial entrepreneur this means email or survey people. However, most entrepreneurs really don’t know how to create and administer a survey that isn’t biased. Worse yet, you only get one chance to ask a specific question with no follow up. Garbage in, equals garbage out.

Want to know how to conduct in depth market interviews? In this session we will explore how to best assess market attractiveness through the lens of an interactive cash where you will determine the questions that need to be answered, the data that is required to perform an analysis and the potential primary and secondary sources of data. We will roll play the customer discovery and product discovery process to determine if your business model hypothesis is correct or needs revision.

See you on Tuesday, February 21 at 5pm in the Blank Center Televideo Room!

Angelo Santinelli

About Angelo Santinelli
Mr. Santinelli is an experienced leader and innovator in creating business strategy, marketing and delivering results. His more than 20 years of business experience covers a broad range of disciplines and responsibilities: including business development, strategic planning, M&A, IPO, private equity financing, customer service, all aspects of marketing and international operations. Mr. Santinelli has served on numerous boards of directors participating in both audit and compensation committees. He has served as an executive and officer of a public company.

Mr. Santinelli is the founder of Dakin Management, a strategy consultancy focusing on small to medium size businesses. He was previously a partner with North Bridge Venture Partners, where he began his investing career in 1998. North Bridge is a leading seed and early stage venture capital firm headquartered in Waltham, Massachusetts. His investment interests ranged from communications, wireless, software and Internet infrastructure.

Prior to joining North Bridge, he was a senior executive of the Shiva Corporation, a leading provider of Remote Access Networking products. Mr. Santinelli served as Senior Vice President Worldwide Marketing and Business Development. He joined Shiva when it was private and was part of the management team that led it through a successful IPO, several acquisitions and rapid growth phase. At Shiva he was responsible for building and managing the product management, product marketing, marketing communications, knowledge management, business development and Web groups. He served on the company’s executive committee and ran North American sales for a period of time.

Prior to Shiva he was with the Boston Consulting Group where he participated in the high-tech practice group, focusing on both business strategy and business process re-engineering for Fortune 500 companies.

Mr. Santinelli also spent several successful years in sales with International Business Machines, selling both large and small systems and software to financial institutions.

He has been a Senior Lecturer at MIT, Sloan School of Management, where he taught Entrepreneurship. He received a BS from Fordham University in 1984, and an MBA from Harvard University Graduate School of Business Administration in 1989.