Marketing New Technologies
Every year, thousands of new products and services are brought to market. Unfortunately, the majority of these new offerings fail within two years. How to end up with a winner is a challenge that all managers struggle with.
At Frank Lynn & Associates, we work with clients to develop successful market strategies for their new offerings. From necessary market place research, to channel selection, through brand strategy decisions - we help clients succeed in the marketplace.
This section of our Web site shows some of the ways we help our clients market new technologies. If you do not find the specific service you need, please give us a call. Our experts will work with you to create a program that fits your needs.
Managing New Technologies
A new technology or innovation that does not generate the revenue expectations of the business or institution that funded its development can hardly be considered a marketplace success. Yet, the process by which new technologies move into business and industrial markets and generate revenue is one of the great voids of marketing.
Some technologists still tend to think of the marketing of new technologies in terms of "Build it, and they will come!" They often have a long wait for their markets to develop, and sometimes, it never happens. At the other extreme, are new venture managers who want to immediately move their new technologies into the largest market opportunities? By ignoring the cost of market development and the time required for large markets to develop, these businesses often run out of money before their technologies can generate enough revenue to support them.
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The NuTech Screen Process
For 30 years, Frank Lynn & Associates has conducted numerous studies for clients involving the marketing of new technologies. We have developed a deep understanding of the marketing of new technologies and have created and refined a process to help our clients identify and evaluate market opportunities. Our NuTech Screen approach filters potential market applications through three "screens" - Needs, Economics and Time Screens - to identify the opportunities that meet the client's business criteria.
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