Customer review with

Kaat van de Vyver

founder of 4D Medical by

'With 4D Medical, we focus on digital health solutions for horses. For example, we have developed a new medical sensor that can prevent injuries in elite sport horses. We are in the prototype phase and wanted to investigate how we can best position the product in this niche market. Hence our participation in the Market Readiness Program'.

'Of course, I had done quite a few interviews before that to find out the customer needs. But I noticed that I needed to structure those interviews better to bring the problem and the desired solution into sharper focus. The program helped me enormously with that. The most important lesson? That everything starts with the potential customer and that you have to keep asking questions to get the actual problem clear." "Initially, we wanted to sell the new sensor to veterinarians. Through the Market Readiness Program we found out that it would be better to focus on stable owners. Simply because the problem is more urgent there. In short, the program has made our business plan much more and better substantiated.'