Module 2 is dedicated to the most critical phase for any start-up: understanding the customer's real problem and identifying early adopters, even before building the solution. You will learn how to use tools such as qualitative interviews, the Jobs to Be Done framework, customer personas and problem statements to investigate latent needs, behaviours and contexts of use. The module is enriched by first-hand accounts from entrepreneurs who have experienced this process in the field. In particular, Davide Dattoli, co-founder of Talent Garden, shares how he identified and engaged early adopters in the early stages of the project, showing what works and what mistakes to avoid. In addition, Davide D'Atri, founder of Soundreef, recounts concrete examples of customer discovery, illustrating how to validate a complex problem and build a solution based on real evidence. Thanks to these contributions, the module offers a practical and realistic perspective on how to investigate the market, avoiding false confirmations and accelerating customer understanding.

Module 3 addresses solution validation, MVP construction, and initial go-to-market and sales strategies. You will learn how to design rapid experiments to test your value proposition, use non-scalable MVPs, and overcome cognitive biases that hinder objective evaluation. A central part of the module is dedicated to early-stage sales and customer acquisition activities, thanks to the contributions of entrepreneurs who bring concrete and replicable experiences. Mattia Montepara, from Sibill, explores how to build an effective sales strategy in the early stages, illustrating case studies and common mistakes. Gianluca Cocco, founder of Qomodo, shows how to structure commercial strategies that really work in the field, explaining how to find your first customers and generate traction. Danila De Stefano, founder of UnoBravo, shares how to acquire and retain customers in complex markets, highlighting the levers that build trust and retention. Finally, Luca Rossettini, founder of D-Orbit, offers a unique perspective on go-to-market for deep tech startups, explaining how to deal with immature markets, long sales cycles, and the need for technological validation. The module thus provides a comprehensive overview of how to transform a solution into an offering that customers adopt, purchase, and recommend.

Module 4 guides you through the process of building the strategic structure of a startup: from the business model to competition, from the market to revenue models, to pitching and fundraising. The module opens with a presentation by Nico Valenti Gatto, Head of B4i – Bocconi for Innovation, who introduces what it really means to design a business model and how to build it in a way that is consistent with the problem, the customer, and the value proposition. The part dedicated to building and reviewing the business model is also explored in depth by Gianluca Cocco, founder of Qomodo, who talks about the difficulties and practical choices behind the creation of sustainable business models and revenue models. The module continues with analytical tools useful for defining strategy: Lean Canvas, competitor analysis, competitive mapping, the TAM–SAM–SOM model, and approaches for estimating market scalability. These elements provide a comprehensive framework for evaluating the soundness of the idea and communicating credible numbers to investors. A central section is dedicated to fundraising and how a startup should present itself to investors. Alberto Dalmasso, CEO and co-founder of Satispay, explores in two separate contributions how to build a truly effective pitch, illustrating types of presentations, mistakes to avoid, and practical examples, and how to manage large-scale fundraising, recounting the path that led Satispay to raise over €500 million. The module concludes with a presentation by Raffaele Mauro, an expert in deep tech and venture capital, who explains the different approach taken by VCs in technology-intensive sectors. The presentation clarifies why deep tech requires a mix of public and private funds, which indicators of technological maturity (such as TRLs) are decisive, and how to build a credible strategy in contexts with long development cycles and high technical uncertainty. This module provides a comprehensive and applicable overview of how to design, analyze, and present a business model, and how to navigate the complex ecosystem of fundraising, thanks to the direct contribution of entrepreneurs and professionals who have built successful companies.