Fuel cell developments are driven by the need for more efficient and cleaner energy provision; however, current costs make it uneconomic in wastewater treatment plants. Interventions via policy instruments and business models may be required for cost reduction until the fuel cell is driven purely by market forces. In this work a novel market potential assessment methodology is developed and applied to quantify the impact of various interventions on biogas fuelled solid oxide fuel cell cost reduction and synthesize pathways to its commercialisation. The method is applied to 6181 plants in 27 European countries. Results show that 71% cost reduction is required for a medium sized fuel cell to be market driven. Existing incentives can trigger cost reduction by 13–38% but are not able to sustain it until the fuel cell is market driven. Innovations in business models, and incentivising business models instead of technologies can trigger and sustain cost reduction. Results also show that under today’s high capital cost, the number of economically attractive plants required to install fuel cells are lowest when business models are incentivised compared to other interventions. Incentivising new business models to encourage innovation in the sector has more impact that incentivising technologies. The framework is also relevant for creating narratives around the commercialisation of new technologies.