From Concept to Retail
You built the product. We build the business.
Commercialization is the discipline of turning a product into a business that sells. It's what we do.
History is full of great products that never made it: positioned poorly, priced wrong, barely distributed. The product was never the problem. The commercialization was.
Every product travels the same road.
Twelve stations from a thought to a company. Your idea is the gold light. Keep your eye on it.
Then the road disappears.
Most products don't die in the lab. They die here, between finished product and first customer.
The second half of the road is a discipline.
It has a name.
Commercialization.
It's what we do.
The Method
Not advice. A sequence.
Eight systems, run in order. Every engagement works the same road you just walked.
Prove there's a market before spending like there is one.
Retail price, margin by channel, break-even: math that survives contact with reality.
What it is, who it's for, why you, then the identity to carry it.
Store, analytics, email, pixels. The rails revenue runs on.
Product into the right hands before launch: feedback, waitlists, pre-orders.
Channel strategy, budget, and the launch plan: DTC, Amazon, retail, wholesale.
Sampling, UGC, reviews, creative. Evidence that compounds.
Retention, performance marketing, new channels, new SKUs: growth that runs itself.
How we work
Start for $100. Scale what gets proven.
Every engagement starts the same way: sixty minutes on your product and the gap between it and revenue.
Commercialization Strategy Session
Live, on your product, your market, and what's blocking revenue. You keep the annotated board and the recommendation, whether or not we ever speak again.
Commercialization Sprint
The complete plan (positioning, pricing, segments, channels, 90-day roadmap) as a written Blueprint your team can run with us or without us.
Growth Partnership
We execute the Blueprint with you: an embedded commercialization lead, until the growth engine runs without us.
AI Operations Install
The back office we run ourselves, installed in your business: intake to invoicing, automated, with SOPs your team owns. Care Plan from $750/mo.
We hold equity in at most two companies at a time. It is earned, never sold, offered only after a Sprint proves the fit.
Full service marketing
Marketing, run end to end.
Strategy through execution, in house, for founders who need marketing done, not just marketing advised. Every engagement is scoped on a consultation, priced to the work.
The plan behind every channel: audience, positioning, budget, and the sequence that makes them work together.
An outside read on what's working, what isn't, and what to fix first.
Content calendars, posting, and community response, run on a consistent cadence.
Photo, video, and written content built for the channels that carry it.
Ad inventory purchased and placed across the platforms where your buyers spend their time.
Campaigns built, tested, and optimized against real performance numbers.
Campaigns and lifecycle sequences that turn a list into revenue.
The systems that run outreach, nurture sequences, and campaigns without someone doing it by hand.
In the market
Our work
Professional-grade post-color repair, rebuilding color-treated hair at all three structural layers. Sold direct and on Amazon.
Cerebral Authority runs its operations, marketing, and technology.
Slip. Lift. And. Pour. A tool-free handle that clamps onto any 5-gallon bucket, for controlled pouring across construction, landscaping, and paint crews.
Commercialization engagement: product to market.
USMC-veteran-owned excavation, grading, and property-services contractor serving western New York and northern Pennsylvania.
Marketing, SEO, and AI automations across the business.
Case studies publish when the numbers do. We don't publish what we can't prove.
Who you're working with
Two people. One discipline.
We do not recommend what we have not built.
- Ten years in product management
- Master of Integrated Innovation for Products & Services, Carnegie Mellon
- Runs operations, marketing, and technology at Solanesse
- Founders served across DTC, software, physical products, and services
- On-call specialist network: technical, creative, legal
- Runs on the AI systems it installs for clients
Ten years in product management, deciding what gets built, for whom, and why it wins. A Carnegie Mellon Master of Integrated Innovation for Products & Services: engineering, design, and business studied as one discipline. That discipline has a name: commercialization. It is the only thing this firm does.
Since then: entrepreneurs and operating businesses across DTC, software, physical products, and services. Today, Ray runs operations, marketing, and technology for Solanesse, a growing product company. Behind every engagement sits a working network of technical, creative, and legal specialists, brought in when a client's next move demands one.
- 12+ years in B2B marketing leadership
- Master's degree in Integrated Marketing Communications
- Built marketing operations from the ground up
- Led branding through acquisitions and rebrands
- Runs marketing, content, and creative at Cerebral Authority
Strategic marketing leader with 12+ years of experience building and scaling marketing functions within B2B organizations. Proven track record of developing marketing operations from the ground up, leading branding initiatives through acquisitions and rebrands, and executing integrated programs that drive awareness, generate pipeline, and expand market presence.
Experienced across brand strategy, digital marketing, content development, thought leadership, partner marketing, and multi-channel campaigns. Holds a master's degree in integrated marketing communications and brings a balance of strategic thinking, data-driven decision making, and creative execution.
Cerebral Authority runs on the same systems it builds for clients. AI-augmented from first application to final invoice.
Sixty minutes. One hundred dollars.
Your next moves, in order.
Bring the product. We'll bring the road map. You leave with an annotated board of where you stand, what's blocking revenue, and exactly what to do next, whether or not we ever work together again.
Commercialization Strategy Session
💻 Zoom (link on booking)
◈ $100 · introductory rate
✎ Your annotated strategy board, yours to keep
Introductory rate · One hour · No pitch deck required · Mutual NDA on request
Questions
What is commercialization?
Commercialization is the discipline of turning a finished product into a business that sells: positioning, pricing, channels, launch, and the operations that sustain them. It's the half of the road that starts after the product works.
What happens in the $100 Strategy Session?
Sixty minutes, live, working on your strategy board: where your product stands across the eight commercialization systems, what is actually blocking revenue, and your next moves in order. You keep the annotated board and a clear recommendation.
How is Cerebral Authority different from an agency or consultancy?
Agencies execute deliverables; consultancies deliver reports. Cerebral Authority practices one discipline, commercialization, end to end, and works the way an owner does: we hold equity in companies we've taken to market and run our own operation on the systems we install.
Who is the Commercialization Sprint for?
Founders with a finished product (or one close to it) who need the complete plan for taking it to market: positioning, pricing, segments, channels, and a 90-day roadmap, in 30 days.
Do you take equity instead of cash?
No. Equity is earned, never sold. It's considered only after a paid Sprint proves the fit, always alongside cash, and held in at most two companies at a time.
Will you sign an NDA before we talk?
Yes. Founders bring us unlaunched products every week, so a mutual NDA is ready to go. Say so when you book and we'll have it signed before the session starts.