An ‘Ideal Customer Profile’ (ICP) is a tool we often use at RIG - a set of narrowly defined hypotheses that pinpoints the type of customer most suited for utilising the technology that is being commercialised.

“Build it and they will come”. Sadly, they probably won’t. So why not do the hard work up-front and secure your market before you do anything else. Investors will love you for it.

One of the challenges of technology innovation is the balancing act of identifying an application which responds to market needs (“pull”) and is informed by the technology’s attributes (“push”).  The Technology-Push Leader User Concept (T-PLUC) blends push and pull innovation to inform the development and application of a given technology.

Study shows that cats preferred Arbiom SylPro® in food compared to food containing regular protein, proving its market potential.