Infinet Communications Inc. (D‪)‬

A partner in an early stage entrepreneurial company wants to revolutionize the way pharmaceutical companies communicate with medical doctors. He created eRep, an online site for a doctor to interact with a pharmaceutical company's sales representatives. Unfortunately, after two years of trying to entice a key pharmaceutical company to support the development of an eRep working prototype, he has not been able to find such a co-developer with $1 million. Sales executives expressed interest in the concept, but seemingly no one wants to be the first mover. How should he overcome these obstacles and launch this product?