Successful ventures rarely begin with a business plan. They begin with an opportunity.

In this course from the University of Maryland, you'll learn how entrepreneurs identify opportunities, evaluate uncertainty, analyze industries, understand customer needs, and create value through innovation. Whether you're interested in launching a startup, developing a new product, driving innovation within an existing organization, or exploring new venture opportunities, this course provides practical frameworks for evaluating ideas before investing significant time and resources. You'll learn how to recognize entrepreneurial opportunities, assess risk and uncertainty, evaluate market and industry conditions, identify customer needs, and develop strategies for creating competitive advantage. Throughout the course, you'll have the opportunity to apply what you learn to a real idea, challenge, or opportunity through a series of optional Opportunity Assessment activities. By the end of the course, you'll have developed a structured approach for evaluating entrepreneurial opportunities and making more informed innovation and venture decisions.