Clearly Identify
a Market
Your prospects are
not buying your
product-go
back one square.

Create strategy to
develop the market
Win a major
reference
customer -
move ahead
one square
Develop the
business
resources
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Develop best
product or
service to
satisfy market

Manage the business risk
Successful
Innovation buys
you advantage,
Move ahead one
square
You are
crossing the
valley of death
bring water!

Execute the
Business Plan

Mainstream customers
are buying your
product - move ahead
two squares.

Commercialise
your market
offering