Each stage of commercialisation has a number of action areas that have to be  addressed, we recommend new entrants seek professional assistance in this appraisal.

Assess the validity of the idea, concept, or product in the areas of
* Marketability, channels, pricing, sizes, ranges, effect on current sales
* Durability, market stability, market size, cyclical resistance, exclusivity
* Production, facilities, equipment and processes, skills and knowledge
* Growth potential, incremental or disruptive innovation, competitive advantage
* Outline the ways and means of use, where will it fit
* Review resources, expertise, your activity and availability
* Develop the design concept with drawings and prototypes
* Create bills of materials, define parts, materials and sources.
* Establish costs early, to make and take to market
* What IP strategies are needed, patents, trademarks, design registration

* Undertake a detailed search, everywhere, from the internet to country stores
* Prepare the comparative assessment matrix, set features against price
* Check on the technology, incremental or disruptive, cost impacts
* Establish customers needs and wants, detailed user studies
* Positioning studies, where should the product fit, where are the competitors?
* Protection, what do competitors have
* What are the preferences, the product of choice and customer insistence
* Confirm the financials, break even, profit timing, expected volumes
* What are the industry characteristics, customer profiles
* What are the market entry points
* How will the existing market players react

* Establish what the market expects at the prototype stage
* Australian standards cover product and industry expectations
* Define testing costs, types, internal, external, durability, NDT, accelerated
* Develop the testing plan to encompass internal and external input
* Establish make/buy decisions for all parts, effective manufacturing strategies
* What endorsements are needed, standards committees, industry experts
* Look for spin offs, new applications, new markets, subtle changes
* Testing has to extend to packaging, colours, environmental disposal
* Be prepared for comparative testing to be published as competitive advantage

* Check that prototypes meet market imperatives
* What are the market drivers, cost, efficiency, solutions, competition
* What core competencies are needed,
* Is first mover advantage a possibility
* What are the barriers to entry and the level of exit
* What are the change mechanisms, conflicts, agendas, government, industry
* Where is support in key areas, technology, resources, skills and competencies
* Define the market opportunities, commercial, government, institutional
* Analyse organisation buying behaviour
* Select the target markets and evaluate alternatives
* Create the market intelligence file, customer profiles, build databases
* Set the marketing objectives
Develop the strategy, how and where you are going to compete 

* Develop the marketing mix elements, the P concepts
* What internal and external coordination is required, production, ad agencies.
* Channels of distribution, is there an entry cost or optional available
* What pricing, discounts, protection, shelf costs, accounting costs are needed
* What sales force is needed, direct, agencies, distributors, wholesalers
* Create the image & profile, web sites, press releases, literature, communications
* Implement sales promotion programs
* Train the people, internal, external, all customer touch points
* Develop marketing structures to suit the operation, programmes and policies
* Measure and review the outcomes to establish areas of success and failings 
* Constantly review the SWOT is all areas as information is received
* Build capability, capacity and credibility, get consensus 
* Define the operation development stages, use performance/competitors 

* Set your sights on a superior product delivering unique benefits
* Evaluate your business model for effectiveness and growth potential
* Clearly define target markets, customer wish lists, specifications
* Ensure products fit with production resources
* Ensure development processes cover all activity, no shortcuts
* Look for pitfalls in the market research process with new and untried concepts
* Look for a good fit between the product and the distribution system
* Comprehensive testing, use customers and definable test markets
* Assess the product positioning for design freezing at realistic levels
* Keep development going and maintain value improvement programs
* Constantly monitor results, KPIs, define by customer, segment, product