-Read 4+5 of the syllabus Presentation case: Fairphone Phase I (Pre-seed phase) Key question: How do I create a commercially interesting opportunity for a specific target group? How do I create a big Idea with market potential? Exploring the market opportunities is done through the MOTS analysis: Mentality group, Organisation, Trends and Sector 20 Sources: Expertises Qualitative research Quantitative research International market research Target audience and segmentation Communication and branding Shopper research Product and innovation Online market research. (n.d.). Retrieved September 12, 2020, from https://www.motivaction.nl/en/mentality/the-mentality-groups/#:~:text=The Mentality-model is a,target audience and its subgroups. Ries, C. (2014, November 17). 55 Questions to Ask When Developing Buyer Personas. Retrieved September 12, 2020, from https://www.smartbugmedia.com/blog/55-questions-toask-when-developing-buyer-personas The phone that cares for people and planet. (2020, September 07). Retrieved September 12, 2020, from https://www.fairphone.com/en/ Netherlands Consumer Spending1988-2020 Data: 2021-2022 Forecast: Historical. (n.d.). Retrieved September 13, 2020, from https://tradingeconomics.com/netherlands/consumerspending https://www.ellenmacarthurfoundation.org/circular-economy/what-is-the-circular-economy https://www.iea.org/reports/global-ev-outlook-2020 https://www.calltheone.com/en/consultants/destep-analysis Young, K. (2019, November 27). Consumers Going Green: Everything You Need to Know. Retrieved September 13, 2020, from https://blog.globalwebindex.com/chart-of-theweek/green-consumerism/ When it comes to the environment, education affects our actions. (2011, March 21). Retrieved September 13, 2020, from https://www.sciencedaily.com/releases/2011/03/110321093843.htm#:~:text=Summary:,world 's largest household panel survey. https://www.mykpono.com/how-to-conduct-competitive-analysis/ https://www.wordstream.com/blog/ws/2017/12/20/swot-analysis https://www.impactbnd.com/blog/5-ways-to-perform-a-competitive-analysis-establishyour-presence