Go-to-Market: Successful innovation commer­cialisation

There are numerous challenges in the commercialisation of innovations! The long list of failed innovations shows that even if a product is absolutely new on the market, commercialisation is not a self-sustaining project. Especially with novel products, customised market information and an individual marketing strategy are essential. The rule is: no theory and experiments, but orientation towards practice. Benefit from our experience, our contacts to potential pilot customers in our network and from our methodical, data-based go-to-market strategy.

How exactly do we support you in the commercialisation of your innovations?

No matter at which point of the market introduction you are, our experts have the right offers to support you! Our strength: We become directly active and take a practical approach to your go-to-market.


Our services as your expert for innovation commercialisation

At EurA, you have your own personal, direct contact for all aspects of innovation commercialisation. You can either receive our full-service package or take advantage of individual services.

Technological assessment

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.

Identification of applications and target groups

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.

Individual market and competitor analysis

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.

Interviews with target groups

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.

Commercialisation strategy & marketing mix

Based on the market and competitor analysis and the target group interviews, the target group(s) can be determined and the marketing strategy derived. The geographical marketing concept is taken into account as well as the product, sales, price and communication policy and the necessary commercialisation process. This results in an integrated, coordinated overall concept of all the sub-areas that need to be taken into account in commercialisation.

Product business model

A mature product business model is the essential success factor for the commercialisation of an innovation. Here, not only the product marketing is planned (marketing strategy or concept), but also the area of service provision (key partners, core activities, etc.). This results in an integrated overall concept for the product, on the basis of which a cost estimate can be made and a detailed business case (financial planning) can be developed.

Implementation plan, guidance and operational support

A plan is only as good as its implementation! What sounds promising on paper often presents challenges when it comes to implementation. That is why we support you in operationalising commercialisation strategies and business models. For this purpose, the individual steps are defined, prioritised and brought into a logical and temporal sequence. If desired, we take over project management or provide operational support, e.g. in the acquisition of pilot customers or partners.



With the help of EurA, we were able to win a seven-figure grant to bring our innovation to market. That and the recommendations regarding the product's commercialisation strategy and business model helped us a lot. We can recommend EurA without reservation.

Dr Michael Jauss

Owner and Managing Director KWO Kunststoffteile GmbH

EurA's very structured, preparatory market activities and their access to potential target customers have given us valuable insights for the successful further development and marketing of our innovation. EurA is the top address for commercialisation of innovations!

Dr Fabian Mainzer

Head of R&D, BlueLab Wasseranalysesysteme GmbH


In the context of the market launch of an innovation, we benefited greatly from EurA AG and its network. We can absolutely recommend EurA in terms of the commercialisation of innovations.

Tom Balogh

Project Manager New Business Development, RWS GmbH



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