Next Session begins: August 30, 2020

The Stanford Idea-to-Market (I2M) course will give you the tools, techniques and real-world expertise you need to make your business idea a reality. Guided by Stanford faculty and industry professionals, you'll learn concrete ways to shape, frame, communicate and execute your business plan.

By the end of the course, you'll have a market-ready pitch that you can present to any stakeholder and potential investor.

  • Follow a step-by-step guide to prepare your business idea for launch
  • Learn decision-making frameworks to assess market viability of your product
  • Create a financial simulation to measure your progress and performance
  • Submit your completed pitch deck and presentation to our faculty and industry expert mentors

Program Components

Who Should Enroll

The Idea-to-Market (I2M) course is designed for entrepreneurs, engineers, product managers, and other business innovators who want to bring a new idea to market—either individually or as part of a team.


Meet Lutza Ireland

Lutza enrolled in the Idea-to-Market program with the goal of commercializing her PhD thesis. After finishing the program in November 2019, she's now ready to raise seed funding and get her startup rolling.

Learn More

Learning Modules

The Idea-to-Market faculty will guide you step-by-step through the process of preparing your business idea for launch. You’ll watch video lectures, complete at-home assignments, and receive feedback from your course mentor based on your particular idea, so that each week you move closer to making your idea a reality. You’ll build your business plan as you go and conclude the program by submitting your completed pitch and slide deck to our faculty and industry expert mentors.


Assess and Define: Sharpening your Idea

Bringing a new business idea to fruition requires a sequential, systematic process—­from preliminary brainstorming to long-term ownership. Learn how to examine and evaluate a potential new product or service to determine market relevance-and acquire the necessary tools to develop a functional business model.


Development and Launch: Moving from Vision to Reality

Any idea, regardless of how unique, has little value without the right context and application. Learn how to develop a credible value proposition, plan a workable go-to-market strategy, and pursue proven product development approaches that deliver on the product-market-fit.


Planning and Execution: Making the Numbers Work

Your product is ready to go to market, but do you have a systematic plan in place that ensures your business goals are met? Learn to identify and define key planning and execution milestones, including critical metrics that measure progress and performance.


Financing and Structure: Navigating Ownership Dynamics

It's never too early to establish investment and ownership parameters of your new business venture. Learn how to properly manage ownership dynamics, align the interests of both founders and investors, and use best practices to create a market-ready investor pitch and business presentation.

Academic Director

Raymond Levitt

Raymond Levitt

Kumagai Professor, Stanford University, Department of Civil and Environmental Engineering