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Introduction
- Briefly describe the problem leading to the subject technology's development.
- Briefly describe how this problem is currently addressed.
- Introduce the subject technology and its benefits as a superior means of addressing the problem.
Technology Review
- Present the subject technology in non-proprietary terms, including its key features and benefits.
- Provide more detail about how it compares to current means of addressing the targeted problem.
- Identify other applications for the technology.
Industry Overview
- Identify the most promising industry application for the technology and explain why.
- Characterize the industry overall in terms of employment, sales, geographical reach, and other parameters (use graphics whenever possible).
- Identify the key players in the industry.
- Discuss the market, regulatory, political, and other trends within the industry.
Target Market
- Explain specifically how the subject technology fits into the overall industry.
- Discuss how new technology gets into this industry, including how and at what level the purchasing decision is made.
- Characterize the technology's "total market" in terms of unit & $$ sales if it were used in every possible situation throughout the industry. (Use graphics liberally)
- Discuss the results of primary research—i.e., what is the industry's reaction to the technology, and what can be done to address concerns raised.
- Based on feedback from the industry, realistically characterize the
technology's market potential in terms of unit & $$ sales in three scenarios—Best;
Worst; and Most Likely. (Use graphics liberally)
Competition
- Objectively identify and rank all competing technologies and practices. For each one, describe respective strengths and weaknesses in terms of cost, availability, marketing and distribution, market share, etc.
- Relate subject technology's features and capabilities to those of the leading competitors.
Market-Entry Barriers and Opportunities
- Identify each perceived barrier and briefly discuss if and how it will be overcome.
- Identify each perceived opportunity and briefly discuss how to take advantage of it.
Conclusion
- Summarize the research findings and analysis by reaching conclusions regarding the subject technology's commercial potential.
- State specific recommendations for how to move forward with the commercialization process.
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