Our Approach
Foundational Blocks
Every commercialization journey is unique; overcoming challenges demands a disciplined strategy, adaptable execution, and an unwavering pursuit of excellence. We achieve these goals by creating a commercial program management office to coordinate and oversee the activities of cross-functional teams responsible for commercializing the underlying intellectual property and technological innovation.
Our commercialization journeys begin with three questions:
- Where Are You Today?
- Where Can You Be Tomorrow?
- How Do You Get There?
Where Are You Today?
The Current State
Gaining a comprehensive understanding of the current environment and ecosystem surrounding the underlying innovation is the (T-Zero) starting point for every commercial journey. This phase's data, analysis, and assessments determine the scope, timing, and pathways for the journey ahead. Additionally, it establishes the foundation for developing strategies and priorities that ensure the team is optimally positioned for success. Starting with a blank canvas, we initiate our work with a series of listening sessions focused on the following areas of interest:
Product and IP Definition
- What is the product/solution/IP?
- How do you protect the IP or prevent infringements?
- Identify proof of concept requirements (research) and any regulatory approvals needed to support commercialization.
Market Opportunity
- What’s the addressable problem or unmet need?
- How big is the market for your product/solution/IP?
- What are the commercial alternatives?
- Red Ocean or Blue Ocean opportunity?
- What’s the sustainable differentiation?
SWOT Analysis
Where Can You Be Tomorrow?
The Commercialization Vision
After establishing a solid (T-Zero) foundation, we concentrate on capturing and refining our vision of the target destination. During this phase, we define the characteristics and attributes necessary for successfully commercializing the underlying IP and technological innovation. This process includes identifying key performance indicators (KPIs) that will be used to measure and monitor commercial progress.
Defining the Destination
- How many ways can this IP/ technological innovation be commercialized in its current state of development?
- What are the determinants of commercial success, and which factors are within our control and which are outside?
- How do the market and IP/ technological innovation evolve after achieving initial commercial success?
- How would you characterize the potential impact of this IP/ technological innovation?
- How does the underlying ecosystem derive value from the IP/ technological innovation?
- How will you define and measure the success of commercializing IP/ technological innovation?
How Do You Get There?
Backcasting
Finally, the focus shifts to executing the various interdependent strategies and plans for commercialization. We will establish a commercial program management office (CPMO) as the central operations hub for all commercialization efforts. Each CPMO is designed to coordinate the delivery of resources and expertise needed to overcome any obstacles encountered across multiple workstreams related to achieving the target destination. The CPMO reflects the unique roadmap built for the specific commercialization journey. Sample workstreams may include but will not be limited to the following:
Execution, Resource Planning, and Acquisition
- Team Definition and Talent Assessment
- Solution/Product Design and Roadmap
- Business Model Design
- Financial Modeling
- Go-to-Market Strategy
- Scale and Sustainability Planning
