Marketing Success for Start-Up Technology Companies - IMC Webinar – June 3, 2020

Event organized by IMC - Ian Murray & Company Ltd.

Register now
09:30:00 - 11:00:00

It is estimated that 75% of start-ups don’t make profits, and more than 90% fail. What determines the successful commercialization of your innovative product/service is the way in which it is brought to the market. This Webinar will explore issues related to bringing new product/services to market.


Amit Varma, Senior Associate, IMC

Amit is a serial technology entrepreneur. His previous venture, VEERUM, a Calgary tech start-up, commercialized the Digital Twin technology for industrial construction. It was awarded the Most Disruptive Technology by Tecterra and grew from a start-up into an enterprise. His current venture, BRAINTOY, another Calgary tech start-up, commercialized an Artificial Intelligence platform that anyone - even with no coding skills – can use to create, deploy, and manage AI applications in a fraction of time of any other method available today.

Stephen Kaufman, Senior Associate, IMC

Stephen had a 35-year career in the energy sector in business development, sustainability, and innovation. At Suncor, Stephen led a team which reviewed a wide variety of environmental and process technologies to determine technical and commercial merit and advance pilot and demonstration projects. This included projects with other companies such as the COSIA water technology development center, the Carbon XPrize and venture investments through Evok Innovations. Most recently, he participated as an external reviewer on the NRCan Clean Growth Program in the assessment of 20 varied clean energy proposals to select those for direct Federal funding.

Trevor Kloeck, Senior Associate, IMC

Trevor has been involved in technology commercialization since 2008 and is responsible for the development and commercialization and launch of a number of novel products in the reclamation and construction sector. These products have been used across North America and spanned over several years. His experience included market assessment, price sensitivity analysis, product development, third party testing, and product launch. Trevor remains involved in commercialization with several new products for oil and gas and mining applications.

When: June 3, 2020

09:30 – 10:30 AM Introduction and Topic Discussion

“Understanding Your Customer’s Pain (Is Your Gain)” by Amit Varma

Description – Start-ups sometimes get caught up in their technology and don’t do enough to understand the customer, the market, and their purchasing behaviour. Amit will share a recipe that helped successfully commercialize innovative technologies in an otherwise traditional industry.

“Understanding Technology Adoption in the Oil Sands Market” by Stephen Kaufman

Description – The development and sale of new products to the oil sands and oil and gas sectors presents unique challenges. Understanding these customers and their internal approach to innovation can help companies succeed in commercializing their new concepts.

“Setting up Marketing Execution Capabilities” by Trevor Kloeck

Description – The best driver to technology commercialization is always unmet demand. Demand, however, is not always clear in sectors where traditional technologies dominate supply chains and technical specifications. Trevor will talk about sound and proven strategies to break into these challenging market situations.

10:30 – 11:00 AM Question and Answer Session


Your registration will be confirmed. The link to the event will be sent out 48 hours prior to the event.

About IMC: IMC is a solutions-oriented consulting company that provides problem-solving and “hands-on” support for specialized assignments. The IMC team has a combined experience of over 1000 years across various industries, including a strong public sector background. To learn more about IMC, please visit