Start-ups with a new innovative product often run into issues deciding which segment of the market to focus on. This Globe and Mail Challenge story focuses on a firm who have created a state-of-the-art knee brace which could benefit anyone from athletes, soldiers and those born with movement impairments.
Ivey marketing professor Niraj Dawar believes the company should take a very strategic approach to growing their product reach. "Startups don’t just build products – they build markets. The two founders must consider the amount of time, costs and resources required to build markets. They need to prioritize."
