101 College Street
This lecture provides practical tips on how to prepare to enter the marketplace with your product. It is relevant for all start-ups that are still in a development phase and contemplating the various pieces that need to be in place for product launch. Case studies are used to emphasize the importance of taking a customer-centered approach to market entry and illustrate the barriers to scaling and selling your product.
Part of the Entrepreneurship 101 Series
Murray McCaig is an experienced startup CEO with a background in management consulting and finance. He most recently managed the New York City–based private equity group RSL Investments Corporation, where he was responsible for leading a global business acquisition strategy in the water sector. He has extensive international business development and licensing experience, including his role with mobile marketing solution company Upstream, where he built the global sales organization and led the expansion into new regions in Asia, Eastern Europe and South America. As an entrepreneur, Murray founded and built two successful startups: Spotnik Mobile, an innovative in-building wireless provider that he sold to TELUS Communications; and evandtec (formerly EnviroTower), a well-known cleantech company in the water treatment sector. Murray raised over $25 million in early-stage capital for these ventures.