The Commercialization Process
In general, the process of commercialization of any physically embodied novel technology from its theoretical proposal to its successful commercialisation follows a broadly similar course. This can be described as follows:
● Initial Phase: promising technologies must be demonstrated as novel and viable: they must actually be proven to work. Proving technology usually takes place in a laboratory and demonstrates its functionality and practical application. At the end of this process, the technology can be said to be proven, but it is not yet necessarily commercially viable;
● Pilot Testing Phase: once proven, the process of process elucidation, defining limitations and scale up begins, usually with some form of controlled pilot system. At this stage it is critical not only to ensure that the system can operate away from the laboratory bench, and more robustly, but also the embodiment of the technology needs to be defined along with its operational capabilities and potential. At this stage information is gathered to document process variations and the effects of adjustments and modifications; different materials and operational parameters may be tried and tested;
○ Concurrently with and extending beyond the initial pilot system work, process control systems should be designed and tested to ensure quality control and reliability. In this respect, initial controls are also used as development tools for the system but must be reduced to the minimum interference and cost for the process quality control. At this stage quality measurement points and process control systems are mapped and defined and/or developed. The mapping of these parameters varies with each technology and must take into account potential deployment and operators or end users;
○ Operational data from the initial pilot system is additionally used to create working economic models that define expenses and predict commercial operating and lifetime costs. This forms the basis of product and system definition that can be used to finalize a proposed commercial viability analysis as well as marketing documentation;
○ At this stage practical testing can be done preferably with potential customer and commercial partner inputs of materials, conditions and requirements. This opens the first marketing efforts.
● Operational Pilot Deployment Phase: From the initial development based pilot system, the next phase is to move to the construction of a limited commercial pilot plant. This incorporates and makes use of all the system definitions and improvements resulting from the initial pilot system to create a robust commercially deployable system that can operate in the field. This is essentially a ‘prototype’ of the final product. The prototype system will usually include many process controls necessary to monitor the operation of the system in full deployment;
○ Measuring plant operation against real-world considerations is vital to the implementation of operating efficiency and to calibrating the reliability of the system. Parameters are adjusted to compensate for deployed operational conditions or to accommodate deployment and operational issues;
○ Commercial data is collected to finalize the commercialization model;
○ Operational manuals are designed and produced, and issues of product liability are resolved eventually with input from insurance organizations and environmental groups;
○ Product certifications are sought where applicable; and
○ Marketing materials are finalized.
● Initial Commercial Deployment Phase: Initial commercial deployment focuses on the construction and scale up of production facilities organized and documented, suitable to meet commercial demand. The introduction of the products and systems is carefully controlled and priced to enable a controlled ramp up of production, while discouraging copies and patent litigation;
○ Options for specially designed systems and an expansion of the defined field of usage is considered and explored;
○ Financing options to assist with sales are also explored at this stage;
● Full Commercialization: The final phase is the Full Commercialization Deployment supported by finance and production as well as a clear marketing plan.
