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Commercializing a New Technology in Six Easy Pieces: It All Starts With Focus
Volume 2, Issue 1

Daniel P. McGahn, Konarka, Inc

In many cases, emerging nanotech companies are developing technologies that may have a number of different applications. Yet, the key to successful commercialization efforts is market focus. In this article, Konarka Executive Daniel McGahn identifies six themes for start-ups seeking to bring products to market: (1) identifying and understanding a large, established market; (2) choosing a market entry point; (3) developing this early market segment with complete value; (4) forming strategic partnerships; (5) creating a recurring revenue stream; and (6) aligning the product roadmap with market development activities. The example of Konarka is offered as a model for other start-ups to follow.

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