​In this workshop, we will be discussing the foundational principles of introducing a new product or service to market. We will analyze and discuss best practices for conducting customer discovery to hone in on actionable customer problem statements, and ultimately market insights, to maximize success potential when launching a startup business.

​Led by Leland Holcomb

​Leland is a Senior Innovation Specialist (AI) at CSAA Insurance Group, a AAA insurer, where he combines product management and innovation strategy expertise to develop and launch operational AI products. Over the past few years, his team has launched 10+ internal products while helping the organization respond to emerging threats and opportunities.

​Leland is also an Entrepreneur-in-Residence at CCEI, where he helps university-affiliated entrepreneurs conduct customer discovery and launch their early businesses.

​Previously, he was 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 Startup Investments (Scouting) for Startupbootcamp's Hartford Insurtech Hub accelerator, and was a Global Fellow at Patamar Capital, an impact investment venture capital fund. Across these roles, he has focused on launching and financing new products, partnerships, and ventures.

​About Traction Workshops

​Ten 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.