The lab result is promising; the market test starts here. Seven lab- or pilot-stage start-ups have three minutes to pitch and two minutes to answer questions. Which ideas solve a problem customers will pay to address? And what evidence turns technical potential into a credible route to market for investors and brand innovation teams? • What problem does each technology solve, and for whom? • How strong is the evidence at the lab or pilot stage? • Which ideas do investors and brand innovation leads want to back?