QSTP expert delivers masterclass at Web Summit

Doha, Qatar: For early-stage startups, success often hinges on the ability to identify the right market in order to secure that crucial first customer. However, as Mohammed Zebian, Incubation Program Manager at Qatar Science & Technology Park (QSTP) - member of Qatar Foundation - emphasized during his masterclass "Positioning for Success: How to Win Your First Customer" at the currently ongoing Web Summit Qatar 2025, achieving this requires more than a surface-level understanding of industry trends. It demands deep market analysis.

Beyond surface-level insights

Superficial analysis often misleads startups into focusing on what appears to be the most promising market on the surface. "Too often," Zebian observed, "startups chase large, obvious markets without fully understanding the underlying dynamics that determine their suitability." He cited the example of startups in artificial intelligence (AI) for healthcare. Conventional wisdom might suggest that the United States, with its advanced healthcare systems and significant technology investment, is the ideal market. However, a deeper analysis can reveal a different picture.

For instance, while the U.S. healthcare market is indeed large and well-funded, it is complex, composed of different actors (doctors, insurers, aggregators, hospital administrators, and of course patients) who may have diverging views on accepting new technological innovations.   By contrast, markets in other countries, like China may offer a faster path to adoption for AI healthcare solutions because of differing circumstances. "China's more centralized healthcare system and high demand for doctors, results in a willingness to rapidly adopt transformative technologies to address their acute needs.  This market dynamic can make it a more accessible and scalable opportunity for AI healthcare startups," Zebian explained. Such insights emerge only from thorough research into market structure, customer behavior, and competitive dynamics.  It is incumbent on startups to thoroughly understand the market dynamics and embed that insight into their product and strategy.  Doing so can make the difference between success and failure.

The pillars of deep market analysis

Zebian outlined several key questions that startups should consider when performing effective market analysis:

• Financial Viability: Is the market large enough, growing, and profitable? Are competitors thriving, and what does that imply about the potential for new entrants?
• Value Proposition: Can my startup deliver a unique value that current competitors do not?
• Customer Behavior: How likely are customers to pay for my solution? What are their purchasing processes and timelines?
• Ease of Entry: Are there significant barriers to my entry, such as high upfront costs or regulatory hurdles?
• Competitive Landscape: How many competitors exist, and what is their market power?
• Scalability: If I’m successful, can the experience and reputation gained be leveraged to enter adjacent markets?

The Porter Five Forces Framework

To further deepen their understanding of market dynamics, Zebian urged startups to also apply Michael Porter's Five Forces model, which examines:

• Competitive Rivalry: Assessing the strength and number of competitors.
• Supplier Power: Evaluating the influence of suppliers on pricing and quality.
• Buyer Power: Understanding the bargaining power of customers.
• Threat of Substitution: Identifying risks of alternative solutions.
• Threat of New Entry: Gauging how easily new competitors can enter the market.

QSTP’s Acceleration Programs: Empowering startups with strategic guidance

QSTP’s acceleration initiatives, including XLR8 and the Incubation Program, are designed to equip startups with the essential tools and mentorship needed to conduct in-depth and impactful market analysis. Under the leadership of Mohammed Zebian, these programs connect emerging entrepreneurs and the 55 resident startups currently at QSTP with experienced industry professionals, helping them fine-tune their market strategies and position their products or services for success.

A call to action for startups

Zebian’s masterclass delivered a clear message: startups must prioritize deep market analysis to avoid costly missteps. The ability to uncover hidden opportunities and navigate complex market dynamics can be the difference between struggling to gain traction and achieving sustainable growth.

As Zebian concluded, "The first customer sets the tone for your startup’s trajectory. Invest the time and effort to truly understand your market. It’s not just about finding any customer—it’s about finding the right one."