Abstract
Technology entrepreneurs such as you need to prepare a commercialization plan. The commercialization plan describes how you will transform a promising technology into economic benefits for your company's stakeholders (i.e., customers, collaborators, founders, investors,
employees).
For many technology entrepreneurs the preparation of a commercialization plan is a challenge for at least five reasons. First, the entrepreneur does not know what makes a commercialization plan the right plan. Preparing the right commercialization plan is much more difficult than just preparing a plan.
Second, this is the first time that the entrepreneur must truly define the value the innovation will
deliver the company's stakeholders as well as the reasons why the company will win in the
marketplace. Third, the entrepreneur needs to decide whether to compete or collaborate with incumbents.
Incumbents are established companies operating in the market the entrepreneur wishes to enter.
