Transforming knowledge to
products and business
Andrzej Brud
Chalmers Innovation
Andrzej Brud
– CEO, Business coach – Chalmers Innovation
– Active Member of the Board in numerous
technology based start-u...
Chalmers Innovation
• Evaluates 200-250 ideas/y
• Started 110 companies
• Companies grown at CI:
– Have turnover of +500 M...
Agenda
• Transformation of ideas to business
–Transformation of technology to customer values
–Busines Idea Identification...
Have you purchased a technical gadget lately ?
Digital Camera
The picture can be stored and
distributed digitally
Reduced costs
- Editing the pictures
- Instant pictures...
Digital Camera
Properties User Advantage Benefit
Digital format Photographer
The picture can be
stored and distributed
dig...
Business Idea Identification
An example:
Researcher presents a description of a new device:
Business Idea Identification
Q: – What can you do with the device?
A: – A lot of things!
Question – Is it good or bad?
Business Idea Identification
An example:
Researchers view
• Business view
BII - Business Idea Identification
Properties User Advantage Benefit
What are the unique
properties of the
specifictechnol...
Business Idea Identification
LED - diodes
Properties User Advantage Benefit
Long lifetime
>100000 hours vs
incadescent bul...
Case Studies
• Evolution of Invention Based Business
Market pull
-A defined problem
-Searching for a suitable
solution
The...
Case Study
Oxeon - From research results to DI Supergasell
Case Study
Case Study
Oxeon
Case Study
Case Study
Oxeon
Three primary market applications
Supergasell 2011
Case Study
Micvac
from Confusion to Epiphany
First meeting with the inventor
– A plastic bag
– Black insulating tape
– A knife
– Raw fish
– Spices
– Do you have a micr...
What happened
– Raw fish in the plastic bag
– Sprinkle of spices in the bag
– Sealed the bag
– Made a hole in the bag with...
The Epiphany – the benefits
– Fish cooked and vacuumpacked in less then 4
minutes
– Fantastic texture and taste
– Extended...
The Challenges
– From Epiphany to product and industrial
solution
• What product?
• What material?
• What process – no ind...
The Challenges
– In search for the Business model
• What to sell? License? The valve?
• Mimicing the TetraPack businsess m...
The protection of the business
– Patent for MicVac valve
Originally the tape over the hole
– Several patents on materials ...
The Production Line Case Study
MicVac
Case Study
MicVac
New Challenges
• Global competition
• Everything is running faster
• Limited funding
• Need to work faster
• Need to work ...
What’s wrong with this picture?
Concept Product Dev. Alpha/Beta
Test
Launch/
1st Ship
What’s wrong with this picture?
• Both Customer Problems and Product Features are hypotheses
• Emphasis on execution rathe...
NO:
Business Plan
Market Strategy
Organisation Charts
Funding
5 year Budget
Scenarios
....
IT’S ALL ABOUT INCREASING THE
PROBABILITY TO SUCCEED
GET FACTS!
Lean canvas
START VALIDATING BY
UNDERSTANDING THE PROBLEM
The one who iterates fastest- wins
1. You don’t perish
2. You own more of your company
3. You outperform competitors
 Tim...
Transformering av forskningsresultat och kunskap till affärer, Andrzej Brud, Chalmers Innovation
Transformering av forskningsresultat och kunskap till affärer, Andrzej Brud, Chalmers Innovation
Transformering av forskningsresultat och kunskap till affärer, Andrzej Brud, Chalmers Innovation
Transformering av forskningsresultat och kunskap till affärer, Andrzej Brud, Chalmers Innovation
Transformering av forskningsresultat och kunskap till affärer, Andrzej Brud, Chalmers Innovation
Transformering av forskningsresultat och kunskap till affärer, Andrzej Brud, Chalmers Innovation
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Transformering av forskningsresultat och kunskap till affärer, Andrzej Brud, Chalmers Innovation

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6. TRANSFORMERING AV FORSKNINGSRESULTAT OCH KUNSKAP TILL AFFÄRER - Arvidsvik
Andrzej Brud, VD Chalmers Innovation

Chalmers Innovation har sedan 1999 arbetat med transformering av teknikbaserade idéer till innovationer och affärer. Hur tar man helt nya och tekniska oprövade idéer till nya produkter i nya marknadssegment? Andrzej kommer att berätta om erfarenheter från Chalmers Innovation och nya utmaningar och möjligheter i kommersialiserings-processer. Lean-startup metodik.

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Transformering av forskningsresultat och kunskap till affärer, Andrzej Brud, Chalmers Innovation

  1. 1. Transforming knowledge to products and business Andrzej Brud Chalmers Innovation
  2. 2. Andrzej Brud – CEO, Business coach – Chalmers Innovation – Active Member of the Board in numerous technology based start-ups – Closely involvedin start-up of more than 50 companies – More then 25 years of experience from business developmentand financing – Entrepreneur – Academic background – NaturalSciences and Economics andrzej@chalmersinnovation.com
  3. 3. Chalmers Innovation • Evaluates 200-250 ideas/y • Started 110 companies • Companies grown at CI: – Have turnover of +500 MSEK – Have +500 employees – Attracted 1,4 BSEK of private capital – Operating Chalmers Innovation Seed Fund 170 MSEK
  4. 4. Agenda • Transformation of ideas to business –Transformation of technology to customer values –Busines Idea Identification – basic tool/method •Case studies –Oxeon –MicVac
  5. 5. Have you purchased a technical gadget lately ?
  6. 6. Digital Camera The picture can be stored and distributed digitally Reduced costs - Editing the pictures - Instant pictures - Possibilityto erase bad pictures --The pictures can be sent to others quickly Reduced costs
  7. 7. Digital Camera Properties User Advantage Benefit Digital format Photographer The picture can be stored and distributed digitally Reduced costs Digital Format Photographer - Editing the pictures - Instant pictures -Possibility to erase bad pictures --The pictures can be sent to magazines quickly Reduced costs Increased income Digital handling of the photo Photo Lab Less chemicals and machines Reduced cost for the for production increased margins Very small dimensions Manufacturers of electronic equipment The camera can be integrated in a phone – instant pictures New business opportunities
  8. 8. Business Idea Identification An example: Researcher presents a description of a new device:
  9. 9. Business Idea Identification Q: – What can you do with the device? A: – A lot of things! Question – Is it good or bad?
  10. 10. Business Idea Identification An example: Researchers view • Business view
  11. 11. BII - Business Idea Identification Properties User Advantage Benefit What are the unique properties of the specifictechnology Which persons/organizations can benefitfrom using your product? What advantage by using those properties can a specific customer achieve? When using this advantage, what benefit will the specific customerachieve? Who is the user? Who is the customer? How much lower? How much higher? How much faster? How much more effective? How can it be valued in terms of %, $, £
  12. 12. Business Idea Identification LED - diodes Properties User Advantage Benefit Long lifetime >100000 hours vs incadescent bulb (1000 hours) Municipality responsible for traffic light Fewer changes of the light source (traffic signal light) Maintenance cost lowered by 100 times Earlier 100*50 Euro = 5000 Euro Now 1*50 Euro = 50 Euro
  13. 13. Case Studies • Evolution of Invention Based Business Market pull -A defined problem -Searching for a suitable solution There is a need from someone Technology push -A defined solution -Searching for a problem There is an tech-idea from someone
  14. 14. Case Study Oxeon - From research results to DI Supergasell
  15. 15. Case Study Case Study Oxeon
  16. 16. Case Study Case Study Oxeon
  17. 17. Three primary market applications
  18. 18. Supergasell 2011
  19. 19. Case Study Micvac from Confusion to Epiphany
  20. 20. First meeting with the inventor – A plastic bag – Black insulating tape – A knife – Raw fish – Spices – Do you have a microwave oven? Case Study MicVac
  21. 21. What happened – Raw fish in the plastic bag – Sprinkle of spices in the bag – Sealed the bag – Made a hole in the bag with the knife – Taped the hole with a piece of insulating tape – Less than 4 minutes in the microwave oven Case Study MicVac
  22. 22. The Epiphany – the benefits – Fish cooked and vacuumpacked in less then 4 minutes – Fantastic texture and taste – Extended lifetime of the fresh product – Simple process, less space, less energy – Convienience for the enduser in preparation Case Study MicVac
  23. 23. The Challenges – From Epiphany to product and industrial solution • What product? • What material? • What process – no industrial microwave ovens known Case Study MicVac
  24. 24. The Challenges – In search for the Business model • What to sell? License? The valve? • Mimicing the TetraPack businsess model • Selling license, material, valves and machines Case Study MicVac
  25. 25. The protection of the business – Patent for MicVac valve Originally the tape over the hole – Several patents on materials and packaging – The knowledge of the industrial process using microwave Case Study MicVac
  26. 26. The Production Line Case Study MicVac
  27. 27. Case Study MicVac
  28. 28. New Challenges • Global competition • Everything is running faster • Limited funding • Need to work faster • Need to work smarter
  29. 29. What’s wrong with this picture? Concept Product Dev. Alpha/Beta Test Launch/ 1st Ship
  30. 30. What’s wrong with this picture? • Both Customer Problems and Product Features are hypotheses • Emphasis on execution rather than learning and discovery • No relevant milestones for marketing and sales • Often leads to premature scaling and a heavy spending hit if product launch fails You do not know if you are wrong until you are out of money/business Concept Product Dev. Alpha/Beta Test Launch/ 1st Ship
  31. 31. NO: Business Plan Market Strategy Organisation Charts Funding 5 year Budget Scenarios ....
  32. 32. IT’S ALL ABOUT INCREASING THE PROBABILITY TO SUCCEED
  33. 33. GET FACTS!
  34. 34. Lean canvas
  35. 35. START VALIDATING BY UNDERSTANDING THE PROBLEM
  36. 36. The one who iterates fastest- wins 1. You don’t perish 2. You own more of your company 3. You outperform competitors  Time to no cash  Execution momentum  Motivation span BUILD, MEASURE & LEARN UNTIL YOU GET TRACTION There is a due date
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