Introduction to Knowing your Customer and your Market Workshop | Auckland

The HealthTech Activator’s (HTA) next Auckland market validation workshop, an Introduction to Knowing your Customer and your Market, takes place on 16 March 2023.

A lack of robust market validation is one of the most common weaknesses of healthtech businesses searching for investment. It can lead you to make the wrong product for the wrong customer and cause you to miss valuable opportunities.

This workshop will help you:

• Reframe an offering from a product- or technology-centric perspective to a customer-centric perspective
• Create a Job-To-Be-Done customer motivation canvas
• Create a value proposition shaped around customer problems and challenges
• Create a set of customer attribute assumptions to be validated
• Manage data collection for validation

The workshop is aimed at early stage healthtech companies, or healthtech companies that would like to have a fresh look at their market and how they have validated it to date.

The workshop is run by Dan Hansen and Will Perry from Apagie, who use their cross-industry experience to give companies the right processes and perspectives for successfully commercialising their health technology .

Event details:

• Pre-workshop: pre-reading from an information package shared in the week before by the facilitators
• Workshop: 16 March, 9am-5pm: morning and afternoon sessions with lunch and tea included
• Post-workshop: optional follow up discussion with the workshop facilitators
• Cost: $50 (incl. GST and booking fee)
• Attendance is limited to eight companies, with a maximum two attendees per company

To confirm your place please register no later than 9 March 2023. 

About the presenters: 

Dan Hansen, Apagie, Managing Director

Dan Hansen has over 25 years’ experience in management, sales, and commercial strategy. He’s held senior management and board roles in NZ, the UK, and the US and has first-hand commercial experience in over 35 countries, with many of the world’s most recognised companies. Dan switched from engineering to the technology sector in the early 1990s. He then founded business sales advisory firm MSM in 2009, which was later acquired by PwC.

Dan has significant experience in many B2B sectors including manufacturing, engineering, technology, and food and beverage production. His experience includes growing multi-million-dollar businesses in international markets, setting up multi-national distribution channels and teams, acquisitions, company restructures, and managing intellectual property. Dan holds numerous advisory and board roles.

Will Perry, Apagie, Director

Will Perry is founder and director of Apagie, a consulting firm accelerating the commercial success of NZ businesses. At Apagie Will focuses on unpicking the psychology of customer behaviour and choices to bring businesses closer to their customers. He believes that by understanding why and how customers buy, businesses can save time and money, and create enduring sales.

Will has experience across several industries, from engineering and manufacturing to specialised medical technology. Previously, Will was a part of the PwC Sales Advisory practice, commercialising new technologies, products, and guiding entry into new overseas markets. Will began in the science and medical industry and moved into business consulting after running a successful Manuka honey operation with his father.

Contact the HTA  for more information, or explore the HTA website.