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Market Shaping Tool

Markets and Commercialization


Workshop

3 h

10-15

Market Shaping Tool

This workshop is designed to guide RDI projects and related innovation ecosystems in using a market shaping canvas to better understand and influence the market dynamics for their innovations. The market shaping canvas provides a framework to evaluate key market drivers, identify gaps, and shape strategies for the successful adoption of new solutions.

The target is to co-create a positive future for new solutions and work on issues which can be shaped together.

This tool will help you to create a common understanding of the barriers to market for your innovation and to produce a common roadmap and an implementation plan for Market Shaping activities.

Project/TRI representatives and diverse ecosystem actors or other stakeholders already familiar with the theme from academia, industry, government, and civil society. Ensure a mix of perspectives, expertise, and roles within each sector.​ Works best with a group of 10-15 participants.

Organise a workshop of about 3 hours with the necessary participants.   ​   ​

  1. Preparation:
    • Briefly introduce the concept of market shaping and the purpose of using the canvas.
  2. Market environment overview:
    • Ask participants to reflect on and discuss current market conditions relevant to their innovation.Identify key market stakeholders and trends that may influence adoption.
  3. Canvas filling:
    • Split participants into small groups, if needed, to focus on different sections of the market shaping canvas.
    • Each group fills out their part of the canvas, considering aspects such as: market demand and unmet needs, regulatory factors, competitor landscape, collaboration opportunities, potential barriers and facilitators.
  4. Group discussion:
    • Each group presents their findings to the wider group.
  5. Action planning
    • Based on the completed canvas, create a high-level action plan for shaping market dynamics.
  • Review and Reflect: after the workshop, encourage participants to review the completed canvas and refine their strategies.
  • Stakeholder Engagement: identify key stakeholders who could help shape the market and plan engagement activities.
  • Follow-Up Meeting: schedule a follow-up session to assess progress and iterate on the action plan.

Improved understanding of the market landscape and the potential influence of the innovation.

A clear, actionable plan to shape market conditions for successful commercialization.

Enhanced team alignment and strategic focus.

  1. Keep it Interactive: encourage active participation by asking open-ended questions and ensuring everyone’s voice is heard.
  2. Use Visuals: utilize diagrams and visual aids to help participants grasp complex market dynamics.
  3. Manage Time Wisely: Allocate time for each section but be flexible based on group discussions.
  4. Encourage Reflection: Ask participants to think about their assumptions and how they can validate them through stakeholder engagement.