Market entry is a complicated process for manufacturers of advanced technical materials: market clock speeds are short, capital investment requirements are high, and pressure to deliver in the short term is intense. Newry helps clients manage these challenges by optimizing features and pricing for product launch and engaging potential customers or partners, while continuously scanning the competitive horizon to develop long-term strategic options.
“I would never have believed it was possible to get this kind of insight about our competitors. This gives us a whole new level of confidence in dealing with our largest customer.”
— President, Fortune 500 Manufacturer
We assessed the opportunity for a novel endoscopy technology to help our client take the next step toward commercialization
Our client had invented a fiber optic-based technology to enable high-performance endo-microscopy. They were considering partnering with an academic institution to support further research, but wanted to develop a deeper market understanding before taking action. They asked Newry to help them answer key questions about value proposition, likelihood of adoption, and competitive advantage.
Newry conducted dozens of interviews at companies and with renowned experts around the world in order to understand critical performance characteristics for system components in micro-endoscopy. We then analyzed our client’s technology based on those criteria. The results of our assessment allowed us to identify high-priority areas, which we translated into addressable market opportunities under several adoption scenarios. Given our client’s product performance against the performance benchmarks, we quantified the likely adoption range.
Based on the favorable results we surfaced, we advised our client to continue investing in the technology. They moved forward with an academic partnership, and are now working jointly to commercialize the product.