A market assessment was prepared to determine if a new oil/water separation technology could be commercialized.   The technology, a combination of gravity coalescing technology and biological degradation, was protected with a provisional patent while the market assessment was conducted.  The technology was two to three times more effective than conventional oil/water separators and was especially effective at removing coalesced droplets of oil.  As such, the technology provided its strongest value proposition to facilities with soapy wastewater streams containing oils and greases.  Numerous industrial sectors were identified as potential customers, including government and heavy manufacturing facilities. Target customers in the government and private sector were interviewed to determine if they would find this revolutionary technology valuable.  The product required compliance-driven positioning in a regulated market to be successful.         

Biomass Energy

For this northern California, biomass-to-energy firm, a business strategy was developed to leverage the unique capabilities of pyrolysis technology that would enable this firm to grow to $100 million dollars in revenue in 5 years.   Market assessments were performed for several biomass feedstocks, including yard waste, manure, and sewer sludge.  Market assessments were also performed to determine the feasibility of selling power or bio-oil, and several discussions were held with major petroleum firms about the possibility of developing a product for them. These market assessments were critical in validating the two key economic factors to determine if the firm had a viable business:  feedstock price the firm would expect to pay and the product price customers would be willing to pay for the firm's bio-oil or generated power.  The firm was able to attract the interest of five different investors.  

Herbal Bandage

A marketing plan was prepared to determined how  a China-based firm can distribute and sell its herbal bandage in the US market.  The bandage contains a derivative of the Chinese herb Yunnan Baiyou, which can stop bleeding instantly.  Though a survey of active adults, it was determined that consumers would be willing to pay a premium for a bandage that would stop bleeding instantly and were not brand loyal. The market demand for this herbal bandage was estimated at 100 million units in sales annually, representing $274 million dollars per year.  To successfully penetrate the US market, its was recommended that the firm target active adults, develop partnership agreements with supermarket and pharmacy distribution channels, price the bandage slightly below other premium bandages in the market, and develop a name that signals its primary benefit - stop bleeding instantly.