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English Version - US Civilian Research
 

English Version - US Civilian Research

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    English Version - US Civilian Research English Version - US Civilian Research Presentation Transcript

    • Business Strategy Innovation Business Series The U.S. Civilian Research and Development Foundation (CRDF) Industry Partner Development Program (PDP) Your Partner for Ventures in Science and Technology
    • Business Mindset & Personality Discover Invent Genius Unmistakable Results Prove Methodological Research Intelligent Think Science Modify Profit Common Sense Ambiguous Attempts Decide Critical Assess Clever Talk Business
    • Your Role = Your Strengths Know Yourself: Technology Problems Technologist Solutions Relationships Consultant Deals Partnerships Business Person
    • Business Model Sell Technology Serve Markets/Customers Build an Organization Technology Patents License Deals Relationships Contract Management Registration, Taxes Company
    • Partner for Critical Needs Network Partner Fill the gap between your strengths and business needs
    • Business Activities for Scientists
      • Contract research
      • Collaborative research
      • Use of Institute facilities by others
      • Licensing intellectual property
      • Joint ventures
      • Partnerships
      • Creating spin-out companies
      • Specialized research services
      • Engineering services
    • End-Customer Marketing? * If partner is the end-customer, then scientist does the end-user marketing. Company Contract License Business Model You *Partner Buyer Marketer
    • Market Strategy Existing Market: Same customers, need and budget MOST DIFFICULT High Risk (Market Development) CHALLENGING Medium Risk Invention CHALLENGING Medium Risk EASIEST Low Risk (Market Penetration) Improvement New Market Existing Market Strategy
    • Easier to Satisfy Demand
      • Satisfy demand “pull vs. push”
        • Easier to provide what is wanted than to search for someone that wants what you have
        • Deterministic: find a need, satisfy it
      • Incremental innovation versus invention
        • 97%+ of all U.S. startups do not receive venture capital
        • Most technology businesses are not based upon patents
        • Most U.S. technology licensing offices are not profitable
      • Scientific business versus commercialization
        • Services: advising/consulting, contract R&D, specialized research projects, product innovation, production improvement, cost reduction, value added reselling, etc.
    • Market Pull v. Push Market Push Customer Need (Demand) Scientist Company Purchases $ Purchases $ Market Pull Customer Need (Demand)? Scientist Company Invention Search?
    • Niche Marketing
      • Target specialty markets
      • (“niche markets”)
        • Greater relative importance in a specialty market
        • Be realistic – large markets unlikely
          • Major transnational corporations spend billions to keep you out
          • More difficult to sell to large corporations
      • Compelling need
        • Required for survival vs. beneficial
    • Established Market Economies
      • Foreign Market Chains are specialized:
        • Technology
        • Application
        • Component
        • Unit
        • End product
        • Packaging
        • Distribution
        • Retail
    • Market Chains Position in market chain (also called “value” chain) Nuclear Fuel Processed Food
    • Specialization EASIEST No Funding CHALLENGING Medium Funding Specialized Just ONE: R&D, Consulting, Licensing, Prototyping CHALLENGING Medium Funding DIFFICULT High Funding Comprehensive All: R&D, Production, Marketing Packaging, Distribution, Retail Service Product Strategy
    • Progression v. Transformation Difficult to Cross EASIEST No Funding CHALLENGING Medium Funding Specialized Just ONE: R&D, Consulting, Licensing, Prototyping CHALLENGING Medium Funding DIFFICULT High Funding Comprehensive All: R&D, Production, Marketing Packaging, Distribution, Retail Service Product Strategy
    • Minimize Funding Requirements
      • Easier to start with a service (funding)
        • Get paid to build the product
        • Get paid in advance, not when done
        • You have no funding now, why start with a strategy that requires something you do NOT have?
      • Free and better market research
        • Learn through relationships and services
        • Companies know their markets
        • Learn through partners and customers
    • Identify Customer (Buyer)
      • Where do you “fit” best?
      • Business model
        • Smallest level of activity possible
        • Competitive basis – you and your technology
        • Do NOT “re-invent the wheel”
      • Find people who buy from scientists
      • Find companies who use science
      • Easier to build relationships than factories
      • Sometimes you have to build the factory
        • Possible, but much more difficult
        • Get paid later instead of now
    • Common Sense Approach
      • Start with Buyers
      • Get paid to build solution
      • Why ?
      • “ You can build solutions but not buyers…”
      • Know the Market
      • Talk : potential customers, potential competitors, partners, advisors, investors/creditors, “multipliers”
      2. Identify a compelling need Talk : potential customers, potential competitors, partners, advisors, investors/creditors, “multipliers” 3. Generate customers Talk : potential customers, potential competitors, partners, advisors, investors/creditors, “multipliers” 4. Sell solution 5. Build & deliver solution
    • Innovation Business Lessons
      • Identify customers and their needs
      • Start with a service to get paid sooner
      • Learn from your customers
      • Expand your activity
      • Protect intellectual property and information
      • Communicate!
        • Talk to people
        • Write simply and state benefits/conclusions
        • Close deals
    • Q&A: Business Strategy
    • CRDF Contact Information
      • U.S. Civilian Research & Development Foundation (CRDF)
      • 1530 Wilson Boulevard, Suite 300
      • Arlington, VA 22209 USA
      • Emails
      • [email_address] General CRDF enquiries
      • [email_address] Partner Development Program (business questions)
      • [email_address] Travel Grant Program
      • [email_address] First Steps to Market Grants (new partnerships)
      • [email_address] Next Steps to Market Grants (commercial partnerships)
      • Website: www.crdf.org
      • Tel: +1 (703) 526-9720