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Case History 9901
A U.S. manufacturer discovers the breakthrough potential of a new polymer.
The R&D department responsible for new structural plastics had already spent several million dollars, over a number of years, in the development of a new polymer technology. No commercial actions were in sight.
Problem
Sales potential from this technology was thought by the
R&D group to be in the $10 to $50 million per year
range. Given the total lack of sales leads, management
questioned the appropriateness of continuing the program,
and asked for an in-depth evaluation of the market
opportunity.
Solution
A comprehensive analysis of the company's needs and
objectives was performed, and an intimate understanding of
the technology and its developers' original vision was
developed. Then, ISIS assembled an extremely diverse panel
of multinational companies from thirteen major industries
where application opportunities were suspected.
Outcome
The panel completely refocused the development efforts
toward new product properties, enabling breakthrough
applications and new market directions. Confidential
meetings were conducted with high level technologists plus
business development and marketing executives from each of
the panel companies to further refine development direction
and business potential.
Results
1. Sales potential was revised upwards, in excess of $300
million per year, and management continued to fund the
program.
2. R&D was immediately redirected to address the newly identified focus.
3. Within a year, initial sample quantities of the redefined product were in the hands of the first strategic customers from this Summit.
