A Study of Market Segmentation in High-tech Startup Ventures

Much has been written about the benefits of market segmentation. In fact, it provides the basis of most marketing strategies in larger firms. But while larger firms understand the benefits of market segmentation and put it into practice, many start-up firms seem to ignore or dismiss segmentation as an essential marketing strategy. This paper explores the practical use of market segmentation as it applies to high-tech start-ups, examines its use in those companies, and tries to determine if segmentation strategy is used by start-ups in other, non-traditional ways

New Product Development processes in medical device startups: a case study

This study explores the new product development (NP) process in startup ventures in medical devices with no predicate devices on the market in order to determine what NPD processes were used, how aware the principals were of NPD processes and explores the impact of the FDA process on the NPD process in new ventures, and specifically the “De Novo” process for product with no prior examples on the market. This study used a case method, and interviews were conducted with three companies that are in various stages of development of De Novo medical devices. The results aid in an understanding of the NPD process in startup medical device ventures, and support findings from previous research into best practices in medical device design. They also shed new light on the actual implementation of NPD practices in startups, and the eclectic nature of adapting those practices to the realities of a startup