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BEYOND BUSINESS BASICS: How to Use Market Intelligence to Land Customers

May 23, 2018 @ 6:00 pm - 7:30 pm


RIC Centre has partnered with Caledon Business Innovation Zone to host a seminar on “How to Use Market Intelligence to Land Customers” as part of our “Beyond Business Basics” Speaker Series.

Market intelligence is critical for business success. Appropriate market segmentation permits better targeting and appropriate positioning of your company’s offering, allowing you to best meet the needs of your customers. This can result in faster product uptake, higher market share, better customer retention, smart resource allocation and enhanced profits. Following this session, you should be able to succinctly articulate your market and the opportunity, and your target customer to potential investors and partners. This will be accomplished via a presentation and a hands-on workshop.

During the presentation, we will cover:

1) Market segmentation as part of a broader marketing framework
2) The theory behind market segmentation
3) A stepwise approach on how to develop a market segmentation model. In the workshop component of the session, participants will be invited to perform market segmentation on their own product/technology.

For full schedule of the monthly Beyond Business Basics events, please click here.


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Sue Elliott, Scientific Development Manager (Medical Affairs) at Grifols

Sue Elliott, Scientific Development Manager, Medical Affairs, Grifols

Sue brings rich experience working with small to medium pharmaceutical/life science focused organizations where she has been able to draw on a background in both science and business.

Over the past 15 years, Sue has worked with several organizations providing strategic marketing, communication and clinical study consultative services to pharmaceutical companies across North America.

She was also instrumental in spinning out and overseeing the growth of an organization providing development and delivery of electronic data capture (EDC) tools for the life science sector.

Sue holds a B.Sc. from McGill University, a Ph.D. (Physiology) from the University of Calgary and an M.B.A. (Marketing/ Financing of New Ventures) from Queen’s University. Sue is a co-founder of Virtus Insights Inc, a strategic management and commercialization services company and is a volunteer advisor with the RIC Centre in Mississauga, Ontario.

For more information, please contact:

Arushi Sachdev
Marketing Communications Officer, RIC Centre
T: 289-373-3050 x 201
E: [email protected]

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