The Right Stuff: A NASA Technology–Based New Venture and the Search for Markets on Earth

Abstract

This case follows entrepreneur David Belaga's journey in identifying, licensing, and commercializing a National Aeronautics and Space Administration patent for a novel beverage that helps astronauts and athletes stay hydrated. The case reviews the entrepreneurial processes of identifying an opportunity, licensing the technology, creating a supplier network, assembling a board of advisors, developing a social media strategy, and fine–tuning the marketing mix. The case ends with Belaga's major challenge of reaching new customer markets.

Get full access to this article

View all access options for this article.

References

Bureau of Labor Statistics (BLS). (2012). Occupational Outlook Handbook. Available at http://www.bls.gov/ooh/, accessed 18 November 2014.

Datamonitor. (2012). Industry profile: Global airlines. Available at http://www.datamonitor.com/store/Product/airlines_global_industry_almanac?productid=ML00004–359 accessed 18 November 2014.

FIFA. (2012). World soccer big count. Available at http://www.fifa.com/worldfootball/bigcount/clubs.html, accessed 12 November 2014.

Glazer

J.L.

(2005). Management of heatstroke and heat conditions. American Family Physician, 71(11), 2133–2140.

Greenleaf

J.E.

, Geelen

, Jackson

C.G.R.

, Saumet

J.–L.

, Juhos

L.T.

, Keil

L.C.

, et al. (1992). Vascular uptake of rehydration fluids in hypohydrated men at rest and exercise. NASA Technical Memorandum 103942. Available at http://ntrs.nasa.gov/archive/nasa/casi.ntrs.nasa.gov/19930016944_1993016944.pdf, accessed 12 November 2014.

Helman

(2012). Heatstroke: Epidemiology. Medscape. Available at http://emedicine.medscape.com/article/166320–overview, accessed 18 November 2014.

Marketline (2012a). Global functional drinks data. Available at http://store.marketline.com/Browse/?N=355+4294803694+4294855170, accessed 18 November 2014.

Marketline (2012b). Global sports equipment data. Available at http://store.marketline.com/Product/sports_equipment_global_industry_guide?productid=ML00004–611, accessed 18 November 2014.

NASA. (2013). NASA Technology Partnerships Division: Overview. Available at http://technology.arc.nasa.gov/partnering/index.cfm, accessed 12 November 2014.

10.

National Collegiate Athletic Association (NCAA). (2012). Athlete data. Available at http://www.ncaa.org/about/resources/research, accessed 18 November 2014.

11.

National Federation of State High School Associations (NFHS). (2012). Sports participation data. Available at http://www.nfhs.org/ParticipationStatics/ParticipationStatics.aspx/, accessed 18 November 2014.

12.

National Sporting Goods Association (NSGA). (2012). Sports participation data. Available at http://www.nsga.org/i4a/pages/index.cfm?pageid=3335, accessed 18 November 2014.

13.

Small Business Administration. (2014). What is SBA's definition of a small business concern? Available at http://www.sba.gov/content/what–sbas–definition–small–business–concern, accessed 12 November 2014.

14.

World Health Organization (WHO). (2013). Cholera surveillance and number of cases. Available at http://www.who.int/topics/cholera/surveillance/en/index.html, accessed 12 November 2014.

15.

Zygband

& Collignon

(2011). The sports market. A.T. Kearney Ideas and Insights. May. Available at http://www.atkearney.com/paper/–/asset_publisher/dVxv4Hz2h8bS/content/the–sports–market/10192, accessed 12 November 2014.