Project Description

University Technology Transfer – Innovation Consulting Case

Identifying and evaluating where-to-play market opportunities for a new technology platform

Challenge

  • University-sponsored venture accelerator evaluating decision to invest in technology start-up
  • Limited success with initial product concept/market segments, due to a number of factors
  • Range of other tech transfer opportunities identified, though no systematic way of identifying or evaluating market opportunities

Action

  • Start-up platform technology and current business plan and licensing opportunity assessment
  • Strategic workshop with key executives (university officials, company management, scientists) to build out alternative technology target customers and use cases
  • Market-driven framework to evaluate where-to-play business and market opportunities
  • Strategic opportunity area screening (i.e., strategic, financial, customer and operational) to inform decision-making

Result

  • Identification of the most attractive applications to target, in terms of opportunity sizing, fit with company strategic objectives, business complexity, technology value, etc.
  • Recommendation to not invest in next-stage funding, given changes in market dynamics and deeper customer understanding
  • EquiBrand selected as university’s preferred partner for subsequent market evaluation work

Learn more

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