• 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

• 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

• 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

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