Central to the Office of Innovation & Strategic Partnerships’ market-first approach to assessing, prioritizing, and developing opportunities is the idea of working backward from the market while understanding the overall market opportunity up-front in the process.

A market-first approach brings the voice of the market to prioritize and shape opportunities up-front in the process.  With prioritization determined by the market, new ideas and technologies are assessed from a product (not just patentability) perspective.

A market-first approach involves taking each innovation and testing it against the market, helping to define, refine, and prioritize opportunities.  Importantly, this process helps to identify gaps and where we can take a hands-on role to adding value and strategically bring resources (partners, programs, and people) to best position opportunities for success and increase commercial value.

OISP believes that a market-first process enhances our ability to support getting products and services to market and public benefit.  An evidence-based (and market-informed) approach helps OISP identify those opportunities with the strongest commercialization potential while guiding application of resources.

• Market‑first mindset: OISP starts by looking at the market first—identifying real‑world demand, competitive landscape, and market size and dynamics to shape opportunities and refine business models
• Working backward: Instead of building a product or service and then searching for a market, OISP defines the ideal market outcome / commercial pathway and then aligns the opportunity to meet that need.
• Up‑Front market assessment and prioritization: By conducting market research (including Key Opinion Leader (KOL) feedback, competitive analysis) early in the process, OISP can more effectively prioritize opportunities potential commercial impact and public benefit.
• Pathway selection: With a clear view of market opportunity and gaps, OISP can better act as a resource steward and determine the most effective commercial route (e.g., partnership, licensing, startup).
• Gap Analysis & Value-Add Mapping: Identify gaps and pinpoint where OISP’s expertise and contributions can add the most value.
• Strategic resource allocation: The framework helps ensure that resources are directed toward opportunities with the highest likelihood of success and commercial potential.

A market-first approach involves taking each innovation and testing it against the market, helping to define, refine, and prioritize opportunities.  Importantly, this process helps to identify gaps and where we can take a hands-on role to adding value and strategically bring resources (partners, programs, and people) to best position opportunities for success and increase commercial value.