Medical Devices · 10-year plan
[Result]
A 10-year innovation roadmap for a medical device leader
A category-leading device company wanted significant growth in current and new markets over a 10-year horizon.
Read the case →
R&D starts before the market case
Problem we solve · Innovation, Portfolio & Customer Insight
R&D starts before the market case
“We fund R&D on technical promise. The market case comes later, if at all.”
When projects are funded on technical promise, the portfolio fills with ideas nobody will buy. A simple opportunity assessment and NPV view before R&D begins makes projects comparable and kills weak ideas early.
Why it happens
Cause 1
No commercial-friendly tools
Cause 2
No common scoring criteria
Cause 3
No governance cadence
What we hear from clients
Paraphrased and anonymized from recent conversations.
“We lack structured processes for evaluating ideas before R&D begins and want simple, repeatable tools.”
How we solve it
The approaches we use most often for this problem. Most clients start with one.
How we help
Opportunity assessment and innovation portfolio
We give R&D and commercial teams a simple, repeatable way to assess ideas before R&D starts: a one-page overview, an NPV model and consistent scoring, shown in one portfolio view..
How it works →How we help
Innovation cadence and governance
We set up the review rhythm, decision rights and data discipline that keep an innovation portfolio honest, including real customer experiments at each gate..
How it works →Tools that help
Market Edge frameworks used to diagnose and fix this problem.
Opportunity assessment and NPVOpportunity assessment and NPV evaluate innovation ideas before R&D starts: a short qualitative overview, a financial model, and a score on significance, ability to execute and technical and commercial feasibility.TAM / SAM / SOMTAM, SAM and SOM separate the total addressable market from the serviceable market you can reach with your offer and channels, and the obtainable share you can realistically win.Right to WinRight to Win tests whether you can win a new opportunity before committing resources, by comparing what it takes to succeed with the capabilities, assets and relationships you actually have.
Clients who solved this
All case studies →Further reading
Articles by Market Edge consultants on mkt-edge.com.
Questions about r&d starts before the market case
Do we need software?
No. The tools are Excel-based.
Who should score ideas?
A cross-functional group, using the same criteria every time.
Other Innovation, Portfolio & Customer Insight problems we solve
Innovation, Portfolio & Customer Insight →Innovation, Portfolio & Customer Insight
Stage-gates without customers
“Our gates check documents, not evidence.”
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Ageing portfolio
“Mature products take all our time. Lifecycle decisions keep getting postponed.”
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Reports that don't answer your question
“We bought the market report. It doesn't answer our question.”
Read more →Recognize this problem?
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