The story behind Oxyma

A few years ago, well, quite a few now that I think about it, I saw a research paper reporting that only three out of ten development projects resulted in profitable products. The person that wrote the research report had no idea that it would spark a new company.

Ulf Linn and I became friends while studying at KTH (KTH Royal Institute of Technology) in the 1980s. Thereafter, we travelled different paths on the product development trail, but always kept in touch. One evening in 2004, we sat and considered the results of that research report and the reasons behind the fact that so few projects resulted in returned profits for the companies. We concluded that in all cases it was not due to the fact that the product did not work or that it was not innovative enough. Quite the contrary. The focus on technology was too great and the ability to capture business dropped off. Business opportunities disappeared as a result of the goal of achieving a perfect technical solution. The products were great from a technology perspective, but they had poor margins, target groups were too small and sometimes wrong, sales were poor or for whatever reason not did not live up to management’s hopes and expectations. Why?

We came to the conclusion that the problems were a result of how the projects were implemented. For example, how they were launched, the prerequisites that set the limits and how clear the ultimate goal was for all concerned. From that insight the initial concept for Oxyma Innovation was born. A consulting company specializing in product development that not only creates outstanding technical solutions but also sees the big picture and develops the product that best meets the business opportunities. A few weeks later our idea had become a reality. Oxyma Innovation was born.

Once we got our message out, demand for our expertise grew and more people have understood and embraced the same insight. Our concepts have been confirmed. It is possible to implement more successful projects with viable products that result in profit for all involved. Our customers have realized this fact - have you?

/John Norelius, CEO of Oxyma Innovation