​This workshop will dive into the core principles of successfully introducing a new product or service to the market. Together, we’ll explore best practices for customer discovery — pinpointing meaningful customer challenges and translating them into actionable insights that can fuel your startup’s success.

​Join us for a dynamic session where you’ll learn how to uncover real customer problems and transform them into valuable market opportunities. Discover practical strategies and tools designed to sharpen your approach and give your business the strongest possible start in today’s competitive landscape!

​Led by Leland Holcomb

​Leland is a Sr. Innovation Associate at CSAA Insurance Group. In his role, Leland helps AAA’s insurance arm respond to emerging threats and opportunities through new product development, core business collaboration, and partnership with startups and leading companies. Leland is also an EIR at CCEI where he helps student entrepreneurs design and conduct initial customer discovery and engage in experiential learning experiences within insurtechs.

​​Leland previously served as the Director of Business Development focused on technology at AdvanceCT helping technology companies grow and expand into and within Connecticut. Prior to joining AdvanceCT, Leland led Customer Success at Aureus Analytics, a venture backed insurtech company, was Head of Scouting for Startupbootcamp's Hartford InsurTech Hub accelerator, and was a Global Fellow at Patamar Capital, an impact investment venture capital fund.

​About Traction Workshops

​Twelve workshops will be offered each academic year to support entrepreneurs at various stages of building a business idea. These workshops are open to all UConn students, and are led by experienced entrepreneurs, CCEI instructors, and UConn faculty. Learn more about the program at ccei.uconn.edu/traction.