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We help businesses profit from industry disruption. Market Platform Dynamics (MPD) help clients effectively navigate shifts in competitive landscape, changes to industry economics, and opportunities created by new technologies. MPD specializes in the development and execution of go-to-market strategies and the design of profit-generating business models for catalyst businesses worldwide.
We know what makes catalyst businesses tick. Catalysts, a type of business first characterized by MPD founders, David Evans and Richard Schmalensee, are businesses that generate profits by getting different groups of customers who need each other on board a platform and enabling them to interact. Our work over the years with catalyst businesses has given us deep insight into their role in stimulating innovation, igniting new markets and driving revenue.
We think globally. What’s happening in London, Tokyo and Beijing matters to businesses contemplating catalyst strategies. MPD has experience helping catalysts in multiple international markets, and recognizes that important innovations and business models can frequently achieve great success beyond their country of origin. MPD works with global leaders to profitably adapt catalyst models to their own region or to introduce their models to new markets.
We find hidden sources of value. MPD clients pursuing catalyst strategies often seek advice on complex pricing, bundling and business model decisions in an effort to unlock the hidden profits inherent in catalyst businesses. They are also often presented with questions about growth and expansion related to new product, customer, or market segments. Many may also need to restructure their business models to meet competitive threats or capitalize on changes in the marketplace.
Catalysts owe their profits to a business model that makes it efficient for them to stimulate this reaction. But they must also carefully consider pricing and product design strategies. MPD helps its clients launch profitable customer, channel and market strategies that mitigate the risks associated with making these decisions.
We offer timely recommendations. Catalytic reactions can lead to follow-on catalyst opportunities. MPD recognizes that catalytic strategies evolve and adapt to changing ecosystems and new technologies. We work with our clients to make sure their strategies are on the leading edge of catalytic thinking rather than reactions to unanticipated external events.In addition to our work with clients, we publish regularly on this topic.
For more, visit Our Ideas.
Download our firm capabilities (PDF).
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 Download Firm Capabilities (PDF)
Catalyst Code: The Strategies Behind the World's Most Dynamic Companies
David S. Evans & Richard Schmalensee (Harvard Business School Press, 2007)
Join the conversation: Check out MPD's Catalyst Code blog.
Catalyst Code is the handbook for 21st century business. It unlocks the secrets behind the business models that today's innovators use to create new industries and disrupt old ones.
The book is based on the discovery that many of the world's most important businesses — from Lloyds of London to Hearst Newspapers to Microsoft to Google — have made profits by simultaneously bringing together distinct customer groups who need each onto the same platform. It demonstrates that, to succeed, catalysts must defy traditional business and economic wisdom when designing business models, pricing schemes and organizational incentives.
Catalyst Code shows executives and entrepreneurs how to innovate and profit by following an original 6-step Frameworktm based on new economic theory, business history, and extensive interviews with established and emerging catalysts.
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