Rocket Science to Business, Lessons Learned from Technology Commercialization Projects

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Slides from my talk at Innovation Factory on May 28, 2013

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  • CellKeySubsystem (component) functionalityInternal scientist useExternal scientist useEarly mfgFull mfg
  • W.E. Deming said “You can only measure 3% of what matters”
  • Rocket Science to Business, Lessons Learned from Technology Commercialization Projects

    1. 1. FROM ROCKET SCIENCE TO BUSINESS:WHAT I LEARNED ALONG THE WAY...Ferhan Bulca, Ph.D., P.Eng.28 May 2013
    2. 2. Ferhan Bulca• Ferhan Bulca, Ph.D., P.Eng.2EducatorNew Business & Product DevelopmentConsultant (select clients)www.ferhanbulca.com
    3. 3. Commercialization Blueprint© Ferhan Bulca 2013 3BusinessDesignGo-ToMarketStrategyDevelopmentLaunchMonitorHow do you plan topenetrate targetmarkets and how doyou plan to attracttheir attention?How do you develop the rightthing quickly & efficiently? Howdo you find out what works &what wows customers?Do you have a solidsales process andplan? How do youlearn from marketresponse and howdo you act?A business management toolto monitor and manage whatmatters to your business.Starting point ofcommercialization. Thisis where customerinsight leads to needidentification and abusiness model.
    4. 4. THREE PROJECTS
    5. 5. Year 1995Internet goes commercial
    6. 6. Internet-in-the-sky
    7. 7. CellKeyTM
    8. 8. Softchoice Cloud
    9. 9. Commercialization Blueprint© Ferhan Bulca 2013 14BusinessDesignGo-ToMarketStrategyDevelopmentLaunchMonitorBusinessDesign
    10. 10. Establishing aclear understandingof customers’ needsrequires beingREALLY close to them
    11. 11. Customers’ Needs
    12. 12. Partnershipsmake or break you.Choose wisely & carefully
    13. 13. Strategic Partnerships
    14. 14. Define the value chainyou will operate inandhow you add value
    15. 15. Re-Defining a Value ChainDATA CENTER CSP / SAAS SOFTCHOICE CUSTOMERS
    16. 16. Commercialization Blueprint© Ferhan Bulca 2013 22BusinessDesignGo-ToMarketStrategyDevelopmentLaunchMonitor
    17. 17. Understand theprerequisites foradoption in your field
    18. 18. Go-To-Market Strategy
    19. 19. Go-To-Market Strategy21 3ADVISORY SERVICES PROFESSIONALSERVICESSOFTCHOICE APPPORTALMANAGEDSUPPORT
    20. 20. Commercialization Blueprint© Ferhan Bulca 2013 26BusinessDesignGo-ToMarketStrategyDevelopmentLaunchMonitor
    21. 21. Plan forfast & iterativedevelopment withassessment points
    22. 22. DevelopmentSub-systemfunctionalityInternalscientistsExternalscientistsFirstsales
    23. 23. Commercialization Blueprint© Ferhan Bulca 2013 29BusinessDesignGo-ToMarketStrategyDevelopmentLaunchMonitor
    24. 24. There is no singleright way of launchingyour offering
    25. 25. Launch
    26. 26. Commercialization Blueprint© Ferhan Bulca 2013 32BusinessDesignGo-ToMarketStrategyDevelopmentLaunchMonitor
    27. 27. Measure things that arerelevant & actionable.For everything else,trust your gut
    28. 28. Monitor
    29. 29. Commercialization Blueprint© Ferhan Bulca 2013 35BusinessDesignGo-ToMarketStrategyDevelopmentLaunchMonitorThinkPositively
    30. 30. ferhan@ferhanbulca.comwww.ferhanbulca.com+1.416.854.6599

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