The University of Minnesota is a hub in the NIH-funded REACH (Research Evaluation and Commercialization Hub) program. As program director for MIN-Corps, I collaborate with my colleagues at MN-REACH and our Office for Technology Commercialization to deliver workshops on commercializing medical innovations. There’s a lot of focus on regulatory and reimbursement issues (often captured in the left side of the business model canvas), i.e. market feasibility. It’s also pretty straightforward to estimate prevalence, incidence and duration of a condition, which would give a “guesstimate” of total units sold. But to identify market potential, you also need to postulate a unit price.