We started with a very different value proposition than when we finished. We initially felt that we could develop the device for two markets, traumatic brain injury and the management of morphine like drugs or ‘opioids.’ We learned quickly that two markets were too large of an initial focus. Interactions with customers forced us to become more disciplined as the DC I-Corps program developed. My favorite moment during I-Corps was the last day of presentations because I could clearly observe how the team pivoted in its value proposition and customer segments. In six weeks we not only learned a lot about the market we will sell to, but also developed the skill of reaching out to the buyers for feedback.
Dr. Mariana Junqueira, Pupil-Metrics