Q+A CENTER

• If there is confirmed potential but no competition something must be wrong. Sometimes competition is not recognized because it is not a known competitor, but another technology or concept. Two competitors being present in all industries are “no budget” and “not enough return on investment”.

•Is there enough return on your R&D investments? Sometimes R&D is huge and target costs are too low to pay back investments within a reasonable timeframe.

Well settled with information of our markets, evaluation, based on the originally defined criteria can now be done. A decision matrix would be the engineers’ way to come to a decision. Here aspects of all departments have to be considered:

• Expected revenues, margin and profit

•Necessary investments for sales, marketing, R&D, infrastructure, service

• Return on investment

• Technical risks

• Influence of market entry date

• Cross selling opportunities, based on customers, markets, regions, technologies and products