Just because it’s a great idea doesn’t

mean success as a product!

SUCCESS?

Successful, meaning, a customer puts up hard currency for a product, uses the product once and then wants to buy it again and again. 

Everyone knows it's easier to sell to an existing customer than find a new one. And in these specialized areas of high technology for the Life Sciences commercialization, the pool of customers is limited. 

Value the Customer's Mood

Your potential customers are educated and highly trained.  Your product has to fit well with their needs and get them talking in a good way. 

In this rarified market, bad news travels much faster than good.

Design and develop your product for to be successful.

It is easier to state what won't work than what will work so here's a list of negatives.

Product Killers!

•     Lack of Reproducibility - This is science.  Reliable data is #1.

•     Lack of Simplicity -  “It was just too much trouble to use.” 

•     Lack of Routine Protocols - New data needs to be compared with old.

•     High Rate of Failure - An error is a re-do.  An error cost money.

•     Lack of an Easy Fix - Down time costs money and effort.

•     Lack of Competitive Price Point - Maybe better but no R.O.I.

•     Lack of Sufficient Market Size - A great solution for only a few users doesn't a successful product make.

A Market is More than just You

Early technology adopters don't mind fiddling to optimize a system.  They actually like it.  Most people though don't.  The more trouble a product is, the more time spent away from getting real data, the less that customer will use the product.  Put it in the corner, never to buy any more of it again.

Commercialization is "Technology for the Masses."  The more straight forward the better.

As the inventor of the technology you know a customer’s need, desires and capabilities, that customer being you.  Your opinion is simply one data point.  You can't make a graph with one data point.  The more data points the better.

An unbiased determination of the technology’s concept, application and reliability in the real world is needed.  No required! 

To provide such a useful evaluation, the evaluator must have both a scientific background, to determine the technology’s feasibility, and marketing experience, as to how to sell and support the resulting Life science-based product. 

Why Support?

Everyone forgets product support both, pre-sale and post-sale, but proper support is critical. 

Post-sale support costs, if too high, can undermine the profitability of an otherwise successful product.  Support costs are kept low by the reduction in complexity for all aspects of the product:

•     Manufacturing scale up,

•     Assembly on-site,

•     Service training,

•     Customer training,

•     Routine operation,

Molecular Biolectrics has the necessary combination of skills and experience providing both user and seller insights on your product.

With that evaluation, Molecular Biolectrics can also assist you on the presentation of your I.P. in the Business Plan and fund raising endeavors.  

Send mail to webmaster@molecularbiolectrics.com with questions or comments about this web site.
Last modified: 04/24/2008