Woven Orthopedic Technologies is a medical device business that designs and develops orthopedic technologies to treat the rapidly aging global population affected by orthopedic conditions (OrthoGeriatrics). The company approached the UConn Innovation Accelerator, part of the MBA program, for consulting on their debut product. For Woven, comprehensive market research was performed and a market-entry strategy was developed. Evaluation of market potential and customer engagement strategies were key components in uncovering how Woven could establish and gain market share.