Biocircuits: Market Realities, Technology Commitments

Executive Summary

Biocircuits was failing along with its breakthrough diagnostics invention until it saw that its raison d’etre was a marketplace, not a technology. That understanding allowed it to see other ways to make its projects into commercial realities. Instead of risking its remaining money on perfecting its breakthrough but intractable technology, it has switched to working on a product based on traditional technology. But Biocircuits' delays have cost it a major market opportunity and forced it to confront, at product launch, a marketplace in the process of radical transformation.