The Venturi effect is the physical phenomenon where pressure in a fluid is reduced and the flow is increased when it moves through a constricted section. This effect serves as a great metaphor for what we bring in an organization when they want to enter into unfamiliar markets.
When a company wants to explore new markets, they enter by definition into unknown territory. The outcome is highly uncertain and the risk is high.
Such strategic direction requires a dedicated market development effort with a longer-term horizon than typically considered within a short-termed sales context. This often results in friction within the organization due to continuous conflicts between short and long term targets where the short term is often dominating the focus and priorities.
How We Reduce the Pressure
As an external party, we provide the necessary focus and dedication to validate and develop (new) markets efficiently while minimally interfering with the running operations in a company. This eventually results in a reduced pressure on the organization.
How We Increase the Flow
Factor 1: The Technology Focus
We are proactively building a strong material technology portfolio in the following areas:
- Biobased or biodegradable materials
- Performance materials
- Surface technologies
Based on a solid technology scouting process we identify interesting technologies that could be candidates for our portfolio. If the technology passes our evaluation criteria and after mutual commitment with the technology owner, The Venturi Tribe becomes their new business development partner.
Factor 2: The Network Effect
The complementary portfolio increases the efficiency of new business development on one hand and increases the openness of problem owners to share their technological challenges ont the other hand.
Every meeting brings insights from a technology, problem and market viewpoint. This built-up knowledge leads to a remarkable network effect of ever more quickly bringing the right parties together and building the right eco-system for accelerated market adoption of advanced material technologies.