The process of creating the right offering usually needs to be ramped up from small beginnings. Start-ups and even corporate ventures often simply don't have the time or budget for complex analysis, particularly at the early stage, when the idea is still not mature.

IOGI works iteratively, using different methods at different levels. The approach is analagous to prototyping and gives greater certainty with reducing risk at each step, while keeping costs under control.

Essentially, commercial propositions are prototyped, and tested against technical, legal and market validation work - the results are fed back and refined versions are produced. The process can be very fast at the beginning, firming up in later iterations. Ideally the process aligns with technical and design prototyping stages, and may go through several loops, or just one.

In all cases the output should be a coherent commercial proposition, importantly with key Intellectual Property Rights in place, at least at a basic stage. The level is determined by the next objective - usually either raising additional finance, or closing a licensing or partnership deal.