The Journey from Prototype to Product Lessons Learned
Are You Ready to Turn Your Prototype into a Product?
The journey from prototype to commercial product is a pivotal moment for any innovative technology. The MAST® (Modular Automated Sampling Technology) system, a disruptive solution for collecting samples in biotech laboratories and manufacturing systems, exemplifies this transition. While it would have been tempting to make minor tweaks to our early prototypes and call them a product, our deliberate commercialization strategy was key to MAST’s success. This article explores the critical considerations for transforming a prototype into a market-ready product, drawing on lessons learned from the MAST program.
Are You Ready?
The decision to move from prototype to product is never straightforward. You won’t have all the answers, but identifying your trigger for commercialization is crucial. For MAST, several factors drove this decision. First, maintaining multiple prototype versions—each with unique hardware and software configurations—became a logistical challenge. These prototypes were built to gather user requirements, not to generate return on investment (ROI). As a small program within a larger company, MAST faced pressure to demonstrate profitability or risk being cut. Commercialization was the leap needed to secure its future.
Momentum also played a role. We had sold eleven prototype systems with increasing frequency and with positive customer feedback. MAST was generating buzz at trade shows and leads from the website were increasing. All of these signaled additional market interest and positive inertia—key for a successful launch.
User requirements for transformative products like MAST are rarely static. The initial User Requirement Specification (URS) drafted in 2013 was significantly revised by 2015, reflecting new customer insights, technological possibilities, and service needs. Had we stuck to the original URS, the commercial product would likely have failed. Constant customer feedback ensured the product evolved to meet real-world demands, including new software functions that expanded system capabilities.
Making significant changes to a product before commercialization can be daunting, especially when concerns arise about potential complications outweighing the benefits. However, delaying these changes often leads to regret, as implementing major modifications becomes increasingly challenging once units are deployed in the field at scale. For the MAST system, we embraced several critical updates during the transition from prototype to commercial product. For example, we expanded the number of sample sources from eight to ten, aligning some of the standard bioreactor setups in labs. This also matched our main competitor’s offering, ensuring we didn’t limit our market potential. In another example, we incorporated a cleaning station module, a feature identified as essential through customer feedback during the prototype phase. These bold decisions addressed user requirements and positioned MAST for broader market success.
Is the Market Ready?
Disruptive technologies like MAST can be ahead of their time, requiring careful market assessment. Prototype users, typically early adopters, are more willing to embrace unproven solutions. For MAST, these customers were biotherapeutic process development innovators eager to push boundaries. However, feedback from potential customers who declined prototypes provided critical insights into broader market readiness. Early adopters are a small segment; pragmatists and conservatives—key to sustainable sales—demand proven, commercial products.
Our market analysis included feedback from prototype users, many of whom expressed interest in purchasing additional systems post-launch, validating demand. Non-prototype users highlighted perceived value gaps, informing updates to our user requirements and our pricing strategy. Industry surveys and market trend analyses further confirmed a significant market for autosampling solutions, particularly in process development labs, giving us confidence in realistic sales projections.
Things a Commercial Product Needs That Prototypes Don’t
Unlike prototypes, commercial products must be manufacturable, serviceable, cost-effective, and scalable. For MAST, this meant ensuring component availability at target sales volumes, verifying facility capacity, and training personnel on standardized manufacturing and testing procedures. Timing studies for building and testing hardware and consumables helped estimate operating costs accurately. Fortunately, MAST’s consumable products required no changes during commercialization, saving significant effort.
Ensuring fiscal responsibility in commercializing a product requires a sharp focus on achieving a suitable Earnings Before Interest, Taxes, and Amortization (EBITA) that aligns with industry standards. A robust EBITA reflects a product’s ability to generate sustainable profits, balancing revenue potential against production and operational costs. For the MAST system, this meant establishing a clear pricing strategy that reflected the product’s value in the process development laboratory market while ensuring costs were tightly controlled. A well-defined pricing approach, informed by customer feedback and market analysis, allowed us to set a competitive yet profitable price point. Equally critical was managing costs without compromising quality, as unchecked expenses or overly aggressive cost-cutting could erode profitability or product reliability, jeopardizing long-term success.
A key lesson in maintaining fiscal responsibility is that cheaper components are not always better. Early in the MAST program, we opted for an inexpensive motor/pump system from China to generate vacuum, prioritizing cost savings. However, this choice led to reliability issues that threatened customer satisfaction and increased maintenance costs. Recognizing this, we pivoted to a locally sourced venturi system with no moving parts. Though more expensive upfront, this solution was simpler, more reliable, and aligned with industry-standard components, reducing long-term risks and costs. This decision underscored the importance of prioritizing proven technologies over novel, untested options, ensuring the product’s durability and serviceability contributed positively to EBITA.
Ultimately, fiscal responsibility hinges on balancing simplicity, reliability, and industry alignment to achieve a sustainable EBITA. By choosing components that are both cost-effective and dependable, and by setting a pricing strategy that reflects the product’s market value, companies can avoid the pitfalls of short-term savings that lead to long-term losses. For MAST, these choices not only supported a healthy EBITA but also reinforced customer trust, enabling the product to thrive in a competitive market. This disciplined approach ensures that financial performance aligns with industry expectations, paving the way for sustained growth and profitability.
Can We Support This Product in the Field?
Field support is critical for commercial success. MAST’s small team had difficulty servicing the systems in the US and EU markets. To help resolve this issue, we brought on third party service contractors in the EU for additional support. The lesson we learned here is that it can take long time to bring these contractors up to speed and sufficient workload to keep them trained.
Prototype feedback revealed serviceability issues, which we addressed in the commercial controller design, making maintenance significantly easier. This reduced downtime and improved customer satisfaction.
Don’t Leave Your Prototype Testing Customers Behind
Transitioning to a commercial product risks alienating early adopters who tested prototypes. MAST’s upgrade program was a resounding success, replacing all 11 prototype systems in the field. Offering upgrades at significantly discounted rates resulting in 100% conversion to the new systems. Other benefits included: unified hardware and software, improved serviceability, and enhanced customer perception. Transparent communication about the upgrade process reassured customers, provided opportunities for feedback, and opened doors for upselling. This approach not only maintained trust but also strengthened customer relationships.
Conclusion
Turning a prototype into a commercial product is a complex but rewarding endeavor. The MAST program’s success stemmed from a deliberate approach: aligning with market readiness, refining user requirements, ensuring manufacturability, and prioritizing field support while maintaining strong ties with early adopters. By addressing these key areas, we transformed a promising prototype into a market-leading solution. For innovators standing at this crossroads, the lesson is clear—strategic planning, customer engagement, and bold decision-making can turn a prototype’s potential into a product’s triumph. Are you ready to take the leap?
