%0 Journal Article %J Open Source Business Resource %D 2011 %T Leveraging Collectives as a Technology Startup: A Case Study %A Natasha D'Souza %X Entrepreneurs 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. %B Open Source Business Resource %I Talent First Network %C Ottawa %8 05/2011 %G eng %U http://timreview.ca/article/440 %N May 2011 %9 Articles %1 Virtual EyeSee Natasha D'Souza, founder of Virtual EyeSee, has over 15 years of hi-tech experience working for Fortune 500, mid-sized, and startup companies. She has a degree in Electrical Engineering and is currently a graduate student in the Technology Innovation Management program at Carleton University. She is a regular guest speaker who is passionate about technology and inspiring people to develop unique solutions to complex problems.