Fixposition, a tech startup based in Switzerland, was founded in 2017 at the Incubator Lab of the Swiss Federal Institute of Technology (ETHZ). In less than three years’ time, it has established a name for itself with its autonomous navigation technology. As the company expands, it also recently secured a seed-round investment from a venture capital firm in Silicon Valley. Fixposition’s CEO, and one of its founders, Dr. Su, finds himself at a point where there is a need to assess where Fixposition stands in the marketplace and to consider what should be the company’s next move. In order for Fixposition to achieve a leading position in a very fast-changing sector, especially since his company operates within a volatile and immature market given the kind of technology it develops, the question continues to pressure Su: Which market(s) will be the most fruitful to pursue with the technology his company has to offer?