Market transformation initiatives (MTIs) typically begin with market research to validate or identify strategic interventions needed to remove market-level barriers and leverage opportunities to accelerate adoption of a technology, practice or service. Once an MTI moves into the market deployment stage, those interventions must be translated into specific strategies, tactics and activities that will then be implemented in the market to overcome the identified market barriers. This guide is written for the implementation phase of an MTI and should be used directly by market transformation administrators and any third-party contractors who help to carry out that work.

The guidance focuses on how to deploy equity-centered interventions in practice. This includes working with partners, influencing market actors, and embedding equity into implementation tactics.

This guide complements the Applying an Equity Lens in MTI Development document, which covers research, logic model development, and intervention strategy design. Together, the two guides provide a full picture from design through market deployment.

This is an evolving document. As we learn from the process of implementing MTIs, new insights will be added.