Masterclass: Know Your Customer - From Gut Feeling to a Clearly Defined Target Audience Tilmelding starter: 11-11-2026 08.00

Who are your customers really – and how do you know they actually need what you offer?

Many entrepreneurs have a strong idea and a clear picture of who their customers are. But there can be a big difference between who we think our customers are and who actually has a problem they are willing to pay to have solved.

In this interactive 2.5-hour masterclass, you will learn how to move from assumptions and gut feelings to a sharper, more data-driven understanding of your target audience.

We will work with customer segmentation, customer needs and challenges (customer pains), jobs-to-be-done, and practical methods for customer validation. Through real-world examples and hands-on exercises, you will gain a clearer understanding of who your most attractive customers are, what drives their decisions, and how to test whether your solution creates real value.

What you will take away:

• A clearer definition of your primary target audience and most important customer segments.
• A better understanding of your customers’ real problems, needs, and motivations.
• Practical tools for testing your assumptions through customer conversations and market validation.
• A practical plan for your next steps towards stronger product-market fit.

You will leave the masterclass with greater clarity about who you are building for, why they should choose your solution, and how to find out whether they are actually willing to pay for it.

At the masterclass, you will meet Anya Zhuravkina, ex KPMG Sales Director, Founder and CEO of Winning Language, and Tech Nordic Advocates (TNA) ambassador. Anya helps people sell their business, brand and idea more persuasively. Her starting point is simple: it’s about your customer, not you. That means standing in their shoes and understanding what they need and value. 

Since its establishment in 2015, TNA has supported more than 1,500 tech entrepreneurs in launching, growing, scaling, raising capital for, and expanding their businesses internationally. This is achieved through structured initiatives and programmes, including masterclasses, webinars, events, and Danish and international mentoring and incubator programmes aimed at early-stage entrepreneurs across Denmark. These activities have been funded by organisations including the Danish Industry Foundation, EIFO, the EU, municipalities, and corporate partners.