Commercialization Strategy considers how a new offering is going to enter the marketplace. In our case, it is typically new technologies being developed. We find appropriate partners for technology development, manufacturing and /or distribution. We consider strategic partners, sources of financing, distribution channels, and marketing strategies. We also identify early adopters vs. later markets, developing a roll-out strategy specific to the technology and its market.
Commercialization strategy for clean-tech start-ups: For VistaVentures, LLC, managed a portfolio of seven recipients of the DOE (Department of Energy’s) $250,000 Inventions & Innovation grants. Start-ups were typically at the post-patent/prototype phase, in wind power, biofuels, LP gas, car engines, AC pumps, glass manufacturing and printing industries. Defined market research objectives, outlined positioning options, message to buyers, to development partners, and to investors; negotiated partnership agreements, and assessed fund-raising options.
Product line extension to the non-profit sector. For a reward-based hiring referral tool, evaluated the non-profit sector as a target market and as a distribution channel. Analyzed market size, segments, trends, opportunities and pitfalls; interviewed stakeholders, and defined a specific go-to-market strategy for entering this sector
Market expansion / New entry strategy: For Community Wireless Communications, developed an innovative strategy for profitably rolling out municipal Wi-Fi services in rural markets. Strategy encompassed competitive positioning, content/interface, technology platform, price points, and go-to market message; and included competitive research, analysis of market trends in the constantly changing wireless field, and trends in the media and information services industry