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Market and Commercialization Readiness Tool

markets and commercialization


Workshop

2-3 h

10-15

Market and Commercialization Readiness Tool

This workshop is designed to support RDI project teams in assessing and advancing their market and commercial readiness using the Market & Commercial Readiness Levels (MCRL) assessment scale defined in CETP Exploitation Guidelines. The tool helps identify the current readiness level of a Key Exploitable Result (KER) or innovation, define the target readiness level, and outline measures to reach the target.

The purpose of this workshop is to assist RDI teams in systematically assessing their market and commercial readiness and developing strategies to achieve their commercialization goals. The MCRL assessment scale provides a structured framework for evaluating and planning the commercialization journey.

In this workshop, you will:

  • Determine the current Market & Commercial Readiness Level (MCRL) of your KER / innovation.
  • Define the target MCRL for your KER / innovation.
  • Develop a detailed action plan to advance your KER / innovation to the desired MCRL.

Project/RDI representatives and diverse stakeholders and partners familiar with the theme from academia, industry, government, and civil society (e.g., community leaders, social scientists, policy makers). Ensure a mix of perspectives, expertise, and roles within each sector. Works best with a group of 10-15 participants.

  1. Pre-Workshop Preparation by the Facilitator 
    • Gather initial data: gather relevant data about the current state of the KER / innovation, market needs, regulatory environment, and competitive landscape.
    • Conduct a preliminary assessment of the KER’s / innovation’s current MCRL based on the provided scale.
    • Prepare materials and resources, including the MCRL assessment scale, example case studies, and templates for action planning.
  2. Organise a workshop of about 2 – 3 hours with the necessary participants.   ​
  3. Conduct the MCRL Assessment as Group Work:
    • Introduction to MCRL: Present the MCRL assessment scale and explain each level in detail, including the proposed measures for achieving each level.
    • Current MCRL identification: Identify the current MCRL of the KER / innovation through group discussions. Consider market relevance, regulatory compliance, competitive landscape, and other relevant factors.
    • Target MCRL definition: define the target MCRL for the KER / innovation. Discuss the desired commercialization outcomes and the necessary readiness level to achieve them.
  4. Develop the Action Plan
    • Gap Analysis: Conduct a gap analysis to identify the differences between the current and target MCRLs. Highlight key areas that require development.
    • Action Planning: Develop a detailed action plan to bridge the gap between the current and target MCRLs. Assign responsibilities and timelines for each action.
    • Identify the resources (financial, human, technical) needed to implement the action plan. Discuss potential sources of funding and support.
  5. Group Discussion
    • Encourage participants to discuss and refine the action plan. Use real or virtual post-its to visualize and categorize the points on a canvas. Reflect on the feasibility of the action plan and make adjustments as needed. Consider strategies to optimize and strengthen the commercialization plan based on the identified insights. Ask the participants to reflect on the time/funding resources required to implement the commercialization plan.

  • Document the completed MCRL assessment and the resulting strategic action plan. Share this summary document with all participants.
  • Use the MCRL assessment results to inform the development of business plans, market-entry strategies, and operational plans for the project’s innovations.

By conducting a thorough MCRL assessment and developing a strategic action plan, the RDI project can better structure and implement its commercialization strategy, enhancing innovation uptake, market success, and overall impact. This process helps identify and align all key components of the commercialization journey, ensuring a cohesive and effective approach to innovation commercialization.

  1.  Clear Communication:
    • Clearly communicate workshop objectives and agenda.​
  2.  Facilitator Expertise:
    • If possible, employ a skilled facilitator with experience in commercialization and strategic planning.​
  3.  Time Management:
    • Allocate sufficient time for each step of the workshop, ensuring a balanced discussion and thorough analysis​.​
  4.  Capture Insights:
    • Document key insights and decisions made during the workshop. These insights can be valuable for follow-up activities and continuous improvement.​