The commercialisation strategy will clearly identify the buying benefits a customer would have should they use your product/service(s), culminating in the development of a unique selling proposition (USP). The USP will reflect the competitive potential and positioning of the product(s) and service(s) on offer. The ways in which this information will be effectively communicated to customers is then examined using the “4 P's” framework.

These components will form the basis of a marketing strategy, defining:

• The specific nature of the offering itself, and how best to effectively position it, in the minds of customers compared to competing products (product);
• All the activities that make the product or service available and easily accessible to target customers - ensuring maximum buying convenience, including any potential novel approaches to the market (place);
• The specific activities that communicate the product or service and its merits, to target customers, and persuade them to buy (promotion); and
• The amount of money that should be charged for the offering (price).

This section is usually included as part of the Full Market Research but if the market research is already available, Inventya can develop a commercialisation strategy based on this.