Marketing Research/ Business Assesment / Technology Valuation
CECON experts in technical marketing research, pricing, value-in use modeling, process/plant economic evaluation, business modeling, patent and technology valuations.
Technical marketing research is a growing area of expertise for CECON. Marketing specialists in the pharmaceutical, fine chemical, chemical, plastics and other technologies (optics, electronics, biotechnology and so on) are skilled at market segmentation and defining the market opportunity, competitive products, price and performance levels. Unmet needs analysis and opportunity assessment help focus the new product development process on high priority targets.
Product Concept Research
Product concept statements apply to existing or new products. A product concept statement concisely defines the uniqueness of a product and its value to a customer. Product concept statements are particularly useful in new product development, where product uniqueness and value to the customer can be tested and defined. Based on a product's expected attributes (properties, performance, price), the value of using such products versus relevant competitive alternatives is analyzed. Product concept analysis before committing to full scale investment helps define production capacity size, product line breadth and manufacturing and investment cost hurdles facing the business to meet necessary investment objectives.
Product concept research helps define core technologies necessary to support the product excellence (uniqueness and value), and will drive technical research and development goals.
Technology Valuation
Technology Valuation
Many CECON consultants are skilled at reading and interpreting patent claims versus prevailing. However, Technology Valuation experts need broad and in depth skills to conduct technology valuations that are credible and clearly define the economic net present value (NPV) versus the assumptions used in the analysis. Key inputs and skills for proper technology valuation are:
Correct interpretations of patent claims and definition of what is unique and valuable.
Understanding of prior patent art and freedom, and time frame, to practice the unique patent claims.
Product concept statement definition(s).
Market opportunity assessment for product concept statements.
Business economic modeling with different assumptions related to price, demand, cost of manufacturing, investment and investment productivity.
Scenario development to frame the NPV of the technology versus likely assumptions.