Draht Medical, a cardiologist/serial entrepreneur founded start-up, is focused on leveraging a specific technology into device systems to improve procedural safety and efficacy for complex procedures. Led formation of strategy based on prioritization of specific target segments based on primary and secondary market research, while planning and developing segmentation, competitive positioning, procedural value benefit, price sensitivity, clinical requirements specifications, and overall business plan. Collaboratively led project concept through design with cross functional development team (clinical, design, regulatory, and quality).