In order to succeed with the commercialization of an innovative product in the move from laboratory to market, a well- developed business plan is considered an important strategy. The innovative product Anti-Tumor Activity Extract from Dry Logan was sponsored by the Thailand Research Fund. In order to write a business plan researchers adopted qualitative research methodsusing in-depth interview technique and secondary data analysis to explore market opportunity, determine prospective target consumers, and study consumer needs. These parameters were then used to set marketing, operational and financial strategies. This business plan is an example of how to successfully transfer an innovative product from laboratory to market.