Sample Outline

Complete each section of the following sample market assessment outline.

Introduction

Briefly describe the problem leading to the subject technology's development.
Briefly describe how this problem is currently addressed.
Introduce the subject technology and its benefits as a superior means of addressing the problem.

Present the subject technology in non-proprietary terms, including its key features and benefits.
Provide more detail about how it compares to current means of addressing the targeted problem.
Identify other applications for the technology.

Identify the most promising industry application for the technology and explain why.
Characterize the industry overall in terms of employment, sales, geographical reach, and other parameters (use graphics whenever possible).
Identify the key players in the industry.
Discuss the market, regulatory, political, and other trends within the industry.

Explain specifically how the subject technology fits into the overall industry.
Discuss how new technology gets into this industry, including how and at what level the purchasing decision is made.
Characterize the technology's "total market" in terms of unit & $$ sales if it were used in every possible situation throughout the industry. (Use graphics liberally)
Discuss the results of primary research—i.e., what is the industry's reaction to the technology, and what can be done to address concerns raised.
Based on feedback from the industry, realistically characterize the technology's market potential in terms of unit & $$ sales in three scenarios—Best; Worst; and Most Likely. (Use graphics liberally)

Objectively identify and rank all competing technologies and practices. For each one, describe respective strengths and weaknesses in terms of cost, availability, marketing and distribution, market share, etc.
Relate subject technology's features and capabilities to those of the leading competitors.

Identify each perceived barrier and briefly discuss if and how it will be overcome.
Identify each perceived opportunity and briefly discuss how to take advantage of it.

Summarize the research findings and analysis by reaching conclusions regarding the subject technology's commercial potential.
State specific recommendations for how to move forward with the commercialization process.