01569nas a2200121   4500008004100000022001400041245006500055210006400120260004200184520116400226100002101390856003601411       2011                        eng d  a1913-610200aLeveraging Collectives as a Technology Startup: A Case Study0 aLeveraging Collectives as a Technology Startup A Case Study  aOttawabTalent First Networkc05/20113 aEntrepreneurs face a daunting challenge in turning a solution to a compelling problem into a viable business. Recent research into multi-sided platforms and collective action has highlighted an approach that may enable entrepreneurs to lower the risk of a new venture and increase revenue by delivering value to all stakeholders in a collective, not just to the company itself. However, the shift in thinking required to apply this new approach is a challenge of its own. 

In this article, we provide an overview of both the new and traditional approaches to development and commercialization. Next, we describe a problem for which we are currently developing a business opportunity to solve: helping parents provide adequate and appropriate support to children with attention deficit hyperactivity disorder (ADHD) or autism. We then use this problem as a case study to illustrate how the implementation of a facial emotion recognition software application might be substantially different depending on the development and commercialization approach used. Finally, we describe the key lessons learned and next steps in developing this business opportunity.1 aD'Souza, Natasha  uhttp://timreview.ca/article/440