Go-to-Market: Successful innovation commer­cialisation

The technological assessment is the basis for any successful commercialisation strategy and market launch of an innovation. Regardless, it generally serves as a valuable benchmark for objectively assessing the level of innovation and marketability. Within the framework of the technological assessment, strengths and weaknesses but also opportunities and threats of the innovation can be derived.

Technological innovations often have the advantage of not being limited to a single application. Even if the innovation was developed with a specific application in mind, it pays off to get an overview of the complete range of possible applications - and of the possible target groups behind each application. This allows the most attractive market segments to be determined after a market and competition analysis and, if necessary, target group interviews.

In a market and competitor analysis based on pre-defined parameters (e.g. market size, market volume and growth rates), all information is compiled and analysed in order to objectively assess the market in general and different target markets in detail. The resulting market & competitor understanding is the basis for both the strategic decision of market development and the operational implementation of the market launch.

By means of neutral target group interviews within the framework of primary market research, their needs (pain points) and requirements can be crystallised, which is invaluable for marketing and, if necessary, product finalisation. Implications arise for the promising target group approach, the revenue and business model as well as for product marketing. Furthermore, target group interviews can help to finally evaluate different target markets.