Nexus has assisted several new entrants to the printed electronics sector, including clients with conductive inks & pastes technology. One start-up client had novel ink production technology and requested assistance from Nexus in choosing the right application space within a crowded competitive field. Nexus steered the client away from existing uses where requalification was unlikely and time to market too long. Instead, Nexus assisted the client in articulating a novel value proposition that took advantage of its unique technology. Nexus then provided introductions and assisted VOC interviews with key potential customers in emerging application sectors, providing the market guidance to navigate a new opportunity space. The company has subsequently developed performance leading inks for printed and wearable electronics and achieved initial market penetration.