Table 2.

Rational for Innovative Focus, Weighing the Pros and Cons of Key Categories of Decision-Makers to Determine the Product’s Commercial Viability to Validate the Selected Target Market. The Graphic Contains Synthesis from This Market Report, Knowledge Obtained from Previous User Interviews and Zenios et al94

Stakeholder	Opportunity	Risk
Users	Device that decreases correlation between experience and success to be likely adopted into training9,53 Device’s articulation and use can mirror existing solutions for seamless clinical integration	Interviewed providers in academic, level 1 trauma centers do not express explicit needs in intubation success and efficiency based on user experience
Investors	Substantial TAM, SAM, SOM69,93 High potential for payer savings if able to successfully intubate on first-pass, increasing likelihood of reimbursement	Crowded market- without a substantial competitive advantage, ROI will be diminished due to lower-than-expected market penetration
Innovators	Motivated team with range of skills to address engineering, marketing, and clinical aspects Solutions do not need to address both software and hardware, minimizing development time Access to financial and intellectual capital	Teams with lack of prior experience in industry and healthcare Competitors may include some of the largest global manufacturers69