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Strategic Project · Case Study

Defining a Commercial Strategy for a Next-Generation Biomaterial

Engagement type

Strategic Project

Sector

Materials Innovation

Challenge

Market adoption strategy

Situation

The challenge wasn't
technical. It was commercial.

An innovative biomaterial company had developed a promising alternative to traditional leather. The technology worked. The product existed. The problem was market adoption.

The founders needed clarity on three critical questions:

  • Which industries should they target first?
  • How do buyers actually evaluate alternative materials?
  • What commercial narrative would resonate with decision-makers?

Approach

Map. Then define.

Using the MAP → DEFINE framework, the project moved from landscape understanding to strategic clarity in two structured phases.

Map

  • Industry landscape review
  • Competitive mapping
  • Adoption barrier analysis
  • Stakeholder interviews

Define

  • Value proposition refinement
  • Industry-specific messaging
  • Commercial prioritisation

Outcome

A structured roadmap
for market entry.

The project delivered a clear commercial strategy — grounding the founders' ambitions in market realities and buyer psychology.

  • Priority industry identification with clear rationale
  • Decision-maker expectations mapped by sector
  • Key performance requirements per target market
  • Commercial positioning opportunities and messaging
Fractional CMO 03 / 04 Board Advisory