The role of the customer
- How will customers use the product?
- Will they see this product as a continuation of previous technology -- an improvement -- or as discontinuous, a product that will obsolete previous technology?
- Will installation be required, and what form will that take?
- How much learning is involved on the part of the customer?
- How will customers purchase the product?
- Are there customers beyond the initial targeted customer? Who are they and why will they buy?
- What will it take to create customer awareness and desire to purchase?
- What is the potential of this market assuming the success of the product?
The role of existing architecture and company capabilities
- Does this technology extend a current s-curve or begin a new one?
- If your company does not choose to go ahead with the development of this technology, will someone else do it?
- What technical requirements does this product have and does you company have those capabilities?
- What are the biggest technical risks?
- Is the product capable of being manufactured? Can you do it or will you have to outsource that capability?
- Does you company have unique capabilities that make it imperative that you be the one to develop this technology?
- Do your competitors have technology that better meets customer needs?
- Does your technology reflect real customer needs? How do you know?
- Do you have the capabilities to execute this project well?
- If you must invest in new capabilities, can you justify return on investment sufficient to make it worthwhile?
- Can a platform of products be built off this technology, and is it sustainable for the long term?
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