abstract
- Non-consumption is a phenomenon that describes a market segment or entity (person or organization) whose needs are not being met by the current products available because current options could be expensive, complex, or non-existent. There is a space in the market where non-consumption is not being taken into consideration, this opens opportunities to develop a strategy or a set of strategies that can be of use to battle this phenomenon in technology-based products, considering that these types of products are part of new-market creating innovations, which is the market where non-consumption exists. To verify the relevance of battling non-consumption a canvas will be developed and tested with Mexican startups to determine which areas are the most relevant to study, this will give the necessary tools for a final version of the canvas that can later be used as a methodology to analyze a product and create a strategy for a better fit towards the market and or product. © 2023 PICMET (Portland International Center for Management of Engineering and Technology(.