What was your reason for joining the Market Readiness program?
'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'.
Has the Market Readiness program given you any new insights?
'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.'
The investor readiness track really helped us a lot. During the process you are forced to take a critical look at things that you prefer to put off. Things that still seem far away, or are not yet up for discussion. But that's precisely why this is so good, because the decisions you make now will ultimately determine the future of your company. Read more
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