I’ve designed the next course for the Master of Global Innovation Management at the Aix-en-Provence IAE. The topic is “Early Market Strategy”. We will discuss such things as the myth of the first-mover advantage, what is a “new” or “early” market, and is there even such a thing ? Then, I will propose several strategies to set foot in such opening markets, where there isn’t yet any clear customer profile, how to manage uncertainty and risk while building your momentum, and finally how startups, SMEs and larger corporations have to adapt differently in this minefield.