The commercialisation practice converts product in development into profitable enterprise. Commercialisation assembles and manages the myriad of market preparation activities required to convert imminent market-ready product into a successful commercial enterprise.
The Innovation phase, driven by the business Promoter or Principal Academic Investigator includes the inspiration derived from recognising a market need, scoping that need, evaluating the feasibility of the solution, detailed research, acquiring development funding, development itself and intellectual property protection.
In advanced development the validation phase become critical to ensure, in particular, that market demand exists, that the intended customer profile is understood, that the product’s positioning is correct, that sufficient freedom to operate in the patent landscape exists, that routes to market are assessed, that the competitive landscape is understood, that price pointing is sufficient to enable profitable trading and that investment capital raising is realisable.
In all, market feasibility, through analysis and business planning is critical to validate the opportunity, calculate the risks and likely promoter and investor returns.
Having studied market feasibility and validated the opportunity, business planning in detail is critical for, amongst other things, generating investor confidence.
Business planning in detail will include planning the management team required to deliver the business, additional market data, analysis, marketing and sale strategy development, product development strategy and competitive positioning, manufacturing and operational considerations, most particularly detailed financial planning and stress testing, and an investment strategy together with an exit strategy.
A clear understanding of each aspect is fundamental to successful capital raising, itself fundamental to launch.
With planning complete, capital raised and a team ready to go, market entry, marketing, partnering, sales and customer development in the early stages make or break the basis of future growth, return to profitability and sustainable success.
Encountering competition is healthy as it validates that there is a market but equally represent a direct threat to establish early market traction and thus credibility. A new team, a new product, new partners and customers are a challenge most particularly at the outset so performance management and ability to change is key to becoming commercially established.
Thorough market entry preparation is critical to early and sustainable success, yielding maximum returns for Promoters and Investors alike.
Three factors matter most, namely, identifying true market demand and scalable potential, establishing defensible Patents and freedoms to operate (FTO) as well as optimally understanding the nature of future competition. These factors are critical to success regardless of the ingenuity embedded in any technology.
On market need, many innovations seem appropriate, and often they are, but true demand must be sufficient to generate the revenues required to make taking a business risk worthwhile. Invariably, new technology imposes customer process change which is a resistance in itself in addition to pricing, so market feasibility analysis is the first step to addressing these issues.
Clear Intellectual Property enables robust Patents to be established and adds substantially to company value which, in turn, attracts investment. In the crowded landscape of closely related Patents, establishing sufficient freedoms to operate is core to defining target markets and promoting unique selling point claims.
Competition is healthy. Active competition demonstrates there is a market which in turn increases Investor confidence; critical in itself to raising capital to fund the business in the first place.
D’Alton Kingswell’s Concept-to-Commerce™ methodology is a systematic set of processes that derives commercial advantage from global and national market opportunities. It shortens time to market, accelerates growth and maximises return on investment through a suite of pre-defined due diligence processes. These processes identify high value routes to market, competent management teams and deliver market leading operational processes. This methodology includes international market feasibility studies that generate realistic understandings of optimum technology applications and, together with detailed financial planning, provides an investible business plan with validated market entry and investment risks.
Concept-to-Commerce™ continually evaluates market dynamics throughout commercialisation whilst creatively seeking additional revenues as new opportunities arise. For each individual project D’Alton Kingswell tailors strategies, implements those strategies and, through world-class execution, manages them through to early stage returns.
At D’Alton Kingswell we provide critical market intelligence, validate commercial potential, define and refine risk, build credibility with potential investors and partners and deliver through to returns.
For more information contact D’Alton Kingswell at:
+44 (0)870 710 3333 (UK) or
+353 (0)1 288 2222 (Ireland) or
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