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30 considerations for getting tech to market: Part III

This is the 32nd article in a continuing series that examines the state of the ecosystem necessary to successfully bring technology to market. Based on dozens of interviews with entrepreneurs, venture capitalists, angel investors, business leaders, academics, tech-transfer experts and policy makers, this series looks at what is working and what can be improved in the go-to-market ecosystem in the United States, Canada and Britain. We invite your feedback.

By Francis Moran and Leo Valiquette

While there will no doubt be the occasional post that will still fall into the Commercialization Ecosystem category, today marks the official end of this series with which we launched our new blog back in February. Next week, we will introduce several new series, but first, let’s conclude our three-part recap of what we have learned about getting technology to market.

Two weeks ago, we began with insights and practical advice on securing investment capital and finding champions to help get your technology to market. Last week, we continued with commercializing university IP, the value of mentor capital and what it means to be lean. Today we conclude with the strategic role marketing must play from day one of a startup, engaging with your community and what role government should play.

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Sustainable viable product: The next step

This post is by Associate Peter Hanschke, an Ottawa-based product management specialist. Peter’s post is part of our continuing series about the ecosystem necessary to bring technology to market. We welcome your comments.

By Peter Hanschke

Up until now I’ve talked about getting to your Minimum Viable Product (MVP) and creating your Market Validation Plan. To re-cap, MVP is your product with the minimum set of features and capabilities to satisfy the needs of your early customers. The key is to make sure that the features and capabilities are connected to provide use cases that address the needs of your target market. In other words, your MVP cannot be a disjointed set of features.

The Market Validation Plan is needed to provide a framework to get validation from the various markets you are targeting. Make sure that you include potential customers, analysts and experts related to your target markets and also others who sell non-competing products and services to your target markets. Asking “would you buy this” and “how much would you pay” are essential questions to have answered. (BTW – don’t be shy about asking for an order … you may end up with your first!)

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For the last time, they won’t come just because you’ve built it

This is the 11th article in a continuing series that examines the state of the ecosystem necessary to successfully bring technology to market. Based on dozens of interviews with entrepreneurs, venture capitalists, angel investors, business leaders, academics, tech-transfer experts and policy makers, this series looks at what is working and what can be improved in the go-to-market ecosystem in the United States, Canada and Britain. We invite your feedback.

By Francis Moran and Leo Valiquette

“Companies that can’t clearly articulate their customer and market are not real serious companies, they are research projects … Engineering and marketing need to work together from the get go.”

We began this series a couple of months ago with this timeless quote from Band of Angels’ Ronald Weissman. It strikes to the heart of what all of us here take as gospel.

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March Roundup: Do you have the right stuff to get technology to market?

Thank you for being with us for the second month of our new blog. In case you missed any posts, here is a recap, beginning with, in chronological order, the lastest installments in our ongoing series on getting technology to market, The Commercialization Ecosystem, which explored startup incubation, the right stuff entrepreneurs need to succeed and other pearls of wisdom.

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What is your Market Validation Plan?

This post is by Associate Peter Hanschke, an Ottawa-based product management specialist. Peter’s post is part of our continuing series about the ecosystem necessary to bring technology to market. We welcome your comments.

By Peter Hanschke

Here’s the situation: Your development team is busy creating a Minimum Viable Product (MVP). You have people off in all directions trying to secure some funding. But do you have a Market Validation Plan? Furthermore, are you executing this plan along with all the other activities? In other words, is this an activity that you are currently performing?

As the name suggests, a Market Validation Plan (another MVP for those who like TLAs) is about reaching out to your target market to determine whether:

  • The market likes your product or product concept
  • The market is willing to buy your product when you have it ready

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Recent Comments

  • Final Fling in the news and media : [...] 10: Canadian marketing experts blog on Fling taking on the ultimate marketing [...]

  • The best of the web | How to Be Creative (and Why it’s Necessary) : [...] Moran recently likened the current state of content marketing to the early state of radio. Anyone with access to the tools could claim expertise in radio, but as it evolved, it was apparent [...]

  • Francis Moran : Glad you liked the piece, Paul. I don't think you've ever been a client, so you are not directly referenced in any of my examples. But these shortcomings are common afflictions among marketing companies, so the shoe probably fits. :) As for your question about the Ottawa tech community being more marketing savvy? Yes, I believe it is.

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