7. Mistakes to avoid

7.1 Don't embark on long, tedious (and costly) studies

The approach is exploratory and you have nothing to lose. Your technology is mature and you've mastered it. Dare to take risks and let yourself go in an exploratory approach. Rather than trying to estimate the total cost of a complete exploration of unknown markets, which will remain very risky, adopt a logic of acceptable losses. Give yourself a budget to explore, a sum of money you're willing to lose to get an idea of the potential market you can address.

7.2 Don't...