Many researchers are sitting on an untapped treasure trove of business potential due to proprietary technology or IP. However, whether a technology or IP can be successfully commercialized is almost impossible to determine through desk research alone. Surveying potential clients and customers is a valuable approach, but it has inherent biases because the hypothetical nature of the questions only gathers stated preferences, not revealed ones.

The workshop will introduce participants to a proven methodology for commercially validating the business potential of technologies, ideas and IP.

First, it will introduce practical tools for framing the business model around an idea or technology. The workshop will then focus on formulating the most critical hypotheses for venture ideas, and then how to identify the right value proposition, target audience and buyer persona for the technology.

The main part of the workshop focuses on how to validate these hypotheses with real market and customer data. We focus on the collection of revealed preferences, taking into account that the finished product, service or offering is usually in an early stage of development and therefore not available for testing.

This masterclass is a great experience for anyone curious about identifying the commercial viability of innovations. Whether you are already immersed in a research project or just exploring possibilities, this workshop welcomes all levels of experience.

Participants in this workshop will gain:

• When is it worth it? Gain an understanding of what kind of technologies, IP or ideas can be commercialized?
• Operational Guidance: What are the crucial steps and insights needed to validate new products, services, or markets?
• Business Development Strategies: How do you identify and validate the most promising use cases, markets, and customer segments for your technology venture?

About the speaker

Dr. Lukas Meusburger is the founder and CEO of the venture builder V_labs, with offices in Vienna, Zurich, Munich, Dornbirn, and Budapest. The 40-person team at V_labs supports established companies in unlocking new revenue potential and spinning off promising ventures. Clients of V_labs include VERBUND, ÖBB, ADAC, VOEST Alpine, Andritz, and many others. Prior to founding V_labs, he worked in international strategy consulting and founded the successful energy startup ETHUS. He studied Economics at University College London (UCL), Environment and Development at the London School of Economics (LSE), and earned a PhD in Strategic Management from WU Vienna. Lukas is also the editor of a book on corporate venture building and teaches a course on venture building at WU Vienna.

About the Entrepreneurship for Scientists Series

The Entrepreneurship for Scientists Series organized by the TU Wien Innovation Incubation Center (i²c) is targeting scientists who would like to enrich or develop a personal entrepreneurial skillset & business competencies, know more about opportunities how to navigate innovations from „the lab“ to society or who would simply like to engage in entrepreneurial thinking. These workshops are free of charge to scientists from all faculties and institutes of TU Wien. Registration required.