case study: market opportunities for an innovative technology
TRANSCRIPT
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BACKGROUND
CHALLENGE
IMPACT
The Client is a start-up that spun off of a university-based medical technology laboratory in northern France. Due to the founder’s vast experience in the measurement of physiologi-cal signals, the Client created an innovative technology platform to “fast-prototype” sensing solutions. This modular, easy-to-use platform includes detectors and software that allows a physician to create new applications according to their needs. The Client offers both the platform itself and consulting services (technical feasibility, prototyping) to biomedical companies who need to develop new electrophysiological devices.
In order to successfully release their new technology to market, the Client needed an effective market plan that prioritized key market segments and correctly positioned its offering.
SOLUTIONThe MarkeTech Group (TMTG) targeted activities where the Client could achieve a strong competitive advantage, and conducted a broad market analysis in 10 application areas using the Black Box cost-benefit analysis model. For each application, TMTG performed an analysis to identify the added value of the technology and evaluated the potential achievable gains using this technology. To validate the model, The MarkeTech Group conducted more than 10 interviews with R&D managers at various biomedical companies. In addition, a competitor analysis provided key benchmark information for the market plan.
The MarkeTech Group identified four market segments that could yield high business value for the Client. Company executives highly valued the market planning exercise since it created a new product roadmaps that enhanced the company’s valuation.
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Tel: +33 (0)2 72 01 00 80www.themarketechgroup.com
MARKET
METHODOLOGY MIX
South AmericaEurope
Qualitative ResearchStrategic Consulting
Quantitative
Asia
PROFILECLIENT TYPE
PROJECT CATEGORY
PRODUCT CREATION
LAUNCH PREPARATION
Medical DeviceMedical Imaging
Medical DiagnosticsMedical IT/eHealth
BiotechnologiesPharmaceuticals
Technology AssessmentOpportunity Analysis
Customer and Product RequirementsProduct Concept Testing
Segmentation AnalysisBrand Positioning
Packaging and Materials Testing
Go to Market PlanningPricing
PRODUCT MONITORINGCustomer Satisfaction and Loyalty
Post Launch Acceptance
MARKET RESEARCH AND PLANNINGCustom Market Analysis
Market Mix Analysis
Market Opportunities for an Innovative Technology
TECHNOLOGY GO / NO GO
North America