The Commercialization Roadmap

Navigating the path to venture success

Getting a new product or service from concept to being market-ready can be a long and arduous journey.   There are many hurdles to clear along the way and it is easy to get lost or stalled.

The Canadian Innovation Centre has developed the Commercialization Roadmap to make this journey easier.  We have created a portfolio of services, tools and resources that covers each stage of the go-to-market journey.

Move your mouse over each stop on the roadmap for a full description of each service.

Critical Factors Assessment Technology Market Alignment Opportunity Maximization Assessment Entry-to-Market Factors Assessment Growth Optimization Lost Order Analysis Multiple Market Assessment Market Evaluation Validation Innovators Assistance Program


IAP – Innovator Assistance Program – The IAP is a hands-on mentoring partnership specifically designed to guide early stage new ventures or existing companies with a new idea through business hurdles.

CFA – Critical Factors Assessment – A CFA study assesses your venture against the 42 factors that our research shows are most critical to venture success.  The assessmentexamines factors for success, identifies any critical gaps and provides guidance o how to address them.   There are three levels of CFA to choose from.

MMA – Multiple Market Assessment – The MMA looks at the potential to generate additional revenue by multiple market stream beyond its core target market.

MEV – Market Evaluation Validation – The MEV validates the impact of your technology, the business proposition and the dynamics of the market to answer the questions “why” and “where”.  The MEV provides guidance on tuning your offering to optimize market potential.

TMA – Technology Market Alignment – The TMA focuses on the needs of your target customer segment and assesses the fit and competitive positioning of your product, as well as your own resources.

OM – Opportunity Maximization - The OM assessment investigates the opportunity to maximize revenues through licensing agreements, distribution arrangements, alternate channel to market strategies.

EMF – Entry to Market Factors - The EMF examines your target market, analyzes the factors that will influence market entry success.  It provides recommendations to give you strategic advantage and improve your market entry potential.

GO – Growth Optimization - The GO service gauges your company’s growth opportunities and recommends how to best optimize growth with the resources available.

LOA – Lost Order Analysis - The LOA analyzes the reasons behind lost opportunities, drawing upon customer interviews, backed by industry research. it helps you regain, protect and improve your marketshare.

Contact us to talk to one of our roadmap experts to learn more about the Conmmercialization roadmap.

Other Resources

Check out our Tools section and Learning Centre for access to additional resources that can help with your go-to-market journey.