Richard Campos Business Support: Case Studies

Case Study 2: University Research Route to Market

Are you organised?

A university research department had developed approximately 200 products. The volumes of new products were such that the departmental marketing manager was unable to evaluate and identify the successful ones. Furthermore, he was unable to direct the products to a route to market where the success of any one of the stockpiled products would enable the university to reinvest and commercially exploit the remaining ones.

The management team was aware of their weaknesses and requested help to resolve the issues. They were aware of their business model and which product would go to market but lacked the experience to fully implement the commercial development and launch. Finally, the USP had become diluted because the client was attempting to sell the product in to a number of sectors.

The situation was resolved by acquiring grant funding to build the marketing, sales and business strategies. This enabled investment to be obtained to develop the product in to a commercial success.

The client was able to see the advantages of working with this process and was able to relinquish a certain proportion of control to the consultants.

Can you get in the boardroom?

This case study demonstrates the benefits of introducing the model in to an environment that is not commercially experienced but is able to appreciate the advantages of a product to market process.

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