We all get excited about new ideas and technologies. Novel assays and devices are pushing into the market by the thousands. Your new device is developed, designed and ready to go. But is the market waiting for it? Have you mapped out your market segment, your competitors and their technologies? Buzz, fanfare, awards and excitement sometimes cloud the objective judgment. Scientific/technical entrepreneurs tend to shun the harsh realities of the market place and fail to implement a viable plan or strategy and - most importantly - set aside sufficient budget for it. Unless your technology is disruptive in price or novelty ‘build it and they will come’ can be a costly illusion. You may have early adopters of your technology - but how do you go about in making it successfully and profitable in today's life science market place?