Market-Guided Technology Prioritization

Many promising technologies often lack sufficient resources or internal support needed to develop them into real businesses… not an unusual dilemma for most larger companies with active R&D and business development efforts.

MarketChoice is an ISIS service that assists clients to assess and/or prioritize their technologies, including those directed outside the company's traditional markets. MarketChoice helps determine where resource investments are warranted and where they are not. Central to the value of MarketChoice is the insightful guidance obtained from a unique market Panel consisting of Industry Opinion Leaders (IOLs) for whom the technologies and their potential applications are most relevant.

IOL companies are innovative market leaders, with a history of early adoption of new technology. They may be domestic or international. IOLs themselves are typically senior level people in these companies with significant responsibility for business growth, and they have the influence to commit their organizations to "doing something new." Industry Opinion Leaders participate in MarketChoice in the service of their companies' own interests… securing the chance to be first to offer new products based on new technology.

MarketChoice is an implementation of ISIS' MarketDiscovery methodology and is always customized to meet specific client objectives.

Here are typical work steps:

Pre-Planning: Under nondisclosure agreement, the client provides ISIS selected internal reports dealing with up to 10 technology candidates.

Planning Workshop: Two senior ISIS professionals meet with the client team for 2-3 full days to define, in writing, overall Objectives and Business Opportunity Criteria, and to perform initial selection of up to 4 technologies.

Contact Documentation: ISIS develops synopses of the technologies with which to launch IOL contact, and Technology Briefing papers to enable in-depth IOL discussions. All are approved by the client before use.

Market Intelligence Phase: Technologies are discussed with IOLs to assess such things as product property profiles that address market needs; critical performance factors; value in-use versus alternatives; price sensitivities; potential volumes; and competitive technologies. The client's identity remains confidential. A mid-program status review is conducted to obtain Client input for the remainder of the Intelligence Phase.

Analysis/Reporting: Results are analyzed, documented, and presented with next steps recommendations at a review meeting at the client's offices. Orderly transition of ISIS/IOL relationships are made to the client where appropriate.

Timing: MarketChoice duration is 12-15 consecutive weeks. Service fees are dependent upon the number of technologies, client objectives, market scope and geographical diversity.