"Version: 20171001"--Title page verso."A Morgan & Claypool publication as part of IOP Concise Physics"--Title page verso.Includes bibliographical references.1. Motivation factors -- 2. The idea -- 3. Effectuation theory -- 4. The four pillars of a strategic plan -- 5. Business canvas -- 6. Getting the numbers straight -- 7. Random thoughts worth spreading -- 8. The role of the technology transf…