Concept to Customer: Prototyping and Market Evaluation

Format: Babson On-Demand™

The Concept to Customer: Prototyping and Market Evaluation certificate equips you with the tools to transform promising ideas into validated market opportunities. Focused on early-stage innovation, this set of courses builds a foundation in prototyping, customer discovery, and opportunity evaluation—all key steps in creating solutions that resonate.

You will learn how to test and refine concepts using low-cost, high-impact prototypes; assess business ideas based on customer needs, feasibility, and market dynamics; and attract and engage the right audience to bring your concept to market. Rooted in Babson’s Entrepreneurial Thought & Action® (ET&A™) methodology, the program empowers you to take iterative action, learn from real-world feedback, and reduce risk at every stage.

By the end of the certificate program, which includes three distinct badge courses, you will be able to apply design-thinking principles, evaluate entrepreneurial opportunities with confidence, and craft customer-centered strategies that set the stage for growth.

What you will learn Who should attend What is included Credential Earned

Learn how to rapidly prototype ideas to test assumptions, gather feedback, and iterate efficiently
Understand how prototyping supports innovation and reduces risk in early-stage ventures
Develop a repeatable approach to evaluating business opportunities based on customer needs, market demand, and competitive landscape
Identify key risks in your venture and apply low-cost validation techniques to refine your concept
Gain tools to segment your target market and position your offering effectively
Estimate market potential and apply value-based pricing strategies to support profitability
Use the customer acquisition process to attract, engage, and convert the right audience for your venture
Build a foundation in design thinking and customer discovery to ensure your solutions meet real-world needs

Aspiring entrepreneurs with a new venture or entrepreneurial idea
Entrepreneurs who want to take their business to the next level
Professionals looking to expand their skill set across industries and functionalities

Recognition and Credentialing: A digital certificate that serves as verifiable proof of learning and achievement, which can be displayed on platforms such as LinkedIn and included on your resume and portfolio
Course Content and Learning Outcomes: You gain industry-relevant knowledge, practical skills, and frameworks designed for professionals seeking career advancement or specialization
Flexibility: Our self-paced digital courses allow flexibility for busy executives and professionals
Expert Instruction: Experienced faculty, industry leaders, and professionals with real-world expertise teach our courses
Networking Opportunities: You gain access to a network of peers, alumni, and industry professionals.
Assessments and Engagement: To earn a credential for completing this course, you must complete assignments, quizzes, case studies, and/or interactive projects

Upon completion of this seires of courses you will earn a digital certificate.

What you need to know

Course Structure

Costs & Program Discounts

Course Leaders

Craig Bida

Professor of Entrepreneurship

Professor Craig Bida’s work and teaching focuses on how people can turn ideas into real-world applications that create tangible impact. He is currently the Director of the FutureLab on Mobility, a collaboration between the Toyota Mobility Foundation and Babson College that seeks to create economic and social progress by collaborating across the sectors on cutting edge, community-centric mobility solutions. He is also the Founder and CEO of Think Design Disrupt, a purpose-driven brand-building consultancy that designs, reimagines, and activates brands to create world-changing social and environmental impact.

Phil Kim

Lewis Family Distinguished Professor in Social Innovation

An internationally recognized expert on entrepreneurship, Professor Phil Kim studies, teaches, and advises on different aspects of how entrepreneurial ideas become reality. Widely published and a sought-after conference speaker, he also regularly advises entrepreneurs on issues related to launching and establishing their businesses, and coaches student entrepreneurs as they start their businesses. Prior to becoming an academic, he worked as a management consultant.

Vincent Onyemah

Professor of Sales and Marketing

Professor Vincent (Vini) Onyemah teaches and conducts research on professional selling, entrepreneurial selling, sales and revenue management, sales force development, and marketing management. Prior to joining Babson College, he worked for many years in industry before pursuing his academic career, then went on to teach at Boston University and Lagos Business School. He has taught and conducted consulting projects in over 25 countries. He also consults for the IFC/World Bank and teaches in several international executive education programs.

Gary Ottley

Professor of Marketing

Professor Gary Ottley has developed and delivered numerous executive education programs, both prior to joining Babson in 2008 and as a member of the Marketing faculty. A Fulbright International Exchange Scholar, Gary worked in marketing consulting for 12 years before coming to Babson. He managed large marketing projects and oversaw the implementation of strategic marketing and pricing initiatives for large Fortune 500 companies and smaller entrepreneurial ventures.

Andrew Zacharakis

John H. Muller, Jr. Professor of Entrepreneurial Studies

Professor Andrew (Zach) Zacharakis is the director of the Babson College Entrepreneurship Research Conference and the former president of the Entrepreneurship Division of the Academy of Management. He is the author of five books, and his work has been published in numerous academic journals. Prior to his work at Babson, he held investment banking/venture capital positions with The Cambridge Companies, a Los Angeles firm that invested in retail concepts and movie partnerships. Today, Zacharakis is an active angel investor in seed stage deals.

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