Different approaches to market incubators 3 Moroccan cases Riyadh incubation forum 16-19th march 2009

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  • 1. Réseau Maroc Incubation et Essaimage Morocco Incubation and Spin-off Network Different Approaches to market Incubators & 3 Moroccan cases Riyadh International Forum On IncubationPrepared by : Ilyas AZZIOUI Riyadh : 16-19 March 2009 Coordinating Cell
  • 2. Background s ersitie n Univ r occa eof Mo 2007  l r ol no mica Turning point: o -eco RMIE: missions & a soci 2004 structure? ds Towar  Effective start of MISN 2002 2000 1999 Authorities + France (FSP) : National pgm of  technology transfer (IMIST, RDT, RGI et MISN) Charte COSEF LAW 01-00 Rapprochment University- Role of the university in entreprise :priority the dvlpt of the country
  • 3. MISN Funders et pilots : - Ministry of Higher Education - Ministère of Commerce et Industry - CNRST (Coordination of the network) - SCAC (France) Training & Expertise : PFinancing- Association R&D Maroc- FBPCE (Popular Bank Foundation) MISN - Seed Capital Sindibad - OMPIC(IPR) 6 Incubators
  • 4. MISN International Vision to technology Financial support to the projects transfer & Incubation Policy hosted in incubators (members of   MISN)Development of innovative start-ups Raise awareness about innovation& spin-off creation in Morocco & entrepreneurship  MISN Missions  Training of human resources involved   Professionalization of incubators in the emergence of spin-offs Promoting Best Practices
  • 5. Marketing of incubators Moroccan Cases Casablanca Technopark Al Akhawayn University Marrakech University Incubator Incubator Incubator (IN MA)- Company: 35% Public Private University (Non profit Public University65% Private (for profit organization)organization) Location : Ifrane mountainous Location : Marrakech 1stLocation : Casablanca city in the middle Atlas at 60 touristic city.economical capital Km from Fez & Meknes Target Sector: ResearchTarget Sector: ITC Target Sector: ITC, based Spin-offs all fields. Biotechnology, E-business
  • 6. Marketing of incubators Moroccan Cases Al Akhawayn Incubator Technopark Incubator Marrakech Incubator Customers Competitors PriceProducts & Services People Promotion
  • 7. Marketing of incubators Moroccan Cases Al Akhawayn Incubator Al Akhawayn Incubator Technopark Incubator Marrakech Incubator Promoters: Customers - University Management Board Competitors - National & international funders (MISN, Infodev, VCs, etc.) Price Targeted Clients:Products & Services - Al Akhawayn Graduates - Professionals with proven job experience People - Moroccan skilled expatriates Promotion - Graduates & researchers from other universities Processes
  • 8. Marketing of incubators Moroccan Cases Al Akhawayn Incubator Technopark Incubator Technopark Incubator Marrakech Incubator Promoters: Promoters: Customers - University Management - Board of Directors of Board Casablanca Technopark Competitors - National & - National & international international funders funders (MISN, Infodev, VCs, - Moroccan Government Price etc.) Targeted Clients:Products & Services Targeted Clients: - Professionals with - Al Akhawayn proven job experience in Graduates IT sector People - Professionals with - Moroccan skilled proven job experience expatriates Promotion - Moroccan skilled - University Graduates expatriates Processes - Graduates & researchers from other universities
  • 9. Marketing of incubators Moroccan Cases Al Akhawayn Incubator Technopark Incubator Marrakech Incubator Marrakech Incubator Promoters: Promoters: Promoters: Customers - University Management - Board of Directors of - Presidency of the Board Casablanca Technopark university Competitors - National & - National & international - National funders (MISN international funders funders mainly) (MISN, Infodev, VCs, - Moroccan Government - Ministry of Higher Price etc.) Education & Research Targeted Clients:Products & Services Targeted Clients: - Professionals with Targeted Clients: - Al Akhawayn proven job experience in - Marrakech University Graduates IT sector graduates (Phd Students & People - Professionals with - Moroccan skilled Master degree) proven job experience expatriates - Researchers form Promotion - Moroccan skilled - University Graduates Marrakech University expatriates Processes - Graduates & researchers from other universities
  • 10. Marketing of incubators Moroccan Cases Al Akhawayn Incubator Technopark Incubator Al Akhawayn Incubator Technopark Incubator Marrakech Incubator Marrakech Incubator • Fierce competition in the consultancy market Customers • Poverty relief programs (INDH) • Micro-crédit Competitors PriceProducts & Services People Promotion Processes
  • 11. Marketing of incubators Moroccan Cases Al Akhawayn Incubator Technopark Incubator Al Akhawayn Incubator Technopark Incubator Marrakech Incubator Marrakech Incubator Equity position Equity position Equity position Customers (Percentage after (Percentage after (20% of the Capital)!! negotiation) negotiation) Competitors PriceProducts & Services People Promotion Processes
  • 12. Marketing of incubators Moroccan Cases Al Akhawayn Incubator Al Akhawayn Incubator Technopark Incubator Marrakech Incubator - Access to all Shared physical facilities & support services of the university Customers (Fax; Tel; cafeteria, meeting rooms etc.) & office space - Pre-incubation Services (Idea to Start-up) - Incubation Services (Start-up to Exit ) 24 months max Competitors - Training sessions - Allowances (350 US $) during pre-incubation Price - National & international networking (partnerships)Products & Services People Promotion Processes
  • 13. Marketing of incubators Moroccan Cases Al Akhawayn Incubator Technopark Incubator Technopark Incubator Marrakech Incubator - Access to all Shared physical facilities & support services of the university Customers (Fax; Tel; cafeteria, meeting rooms etc.) & office space - Pre-incubation Services (Idea to Start-up) - Incubation Services (Start-up to Exit ) 24 months max Competitors - Training sessions -National & international networking (partnerships) Price - Acces to funding (special fund for ICT project to subsidize R&D activities)Products & Services People Promotion Processes
  • 14. Marketing of incubators Moroccan Cases Al Akhawayn Incubator Technopark Incubator Marrakech Incubator Marrakech Incubator - Access to all Shared physical facilities & support services of the Incubator Customers (Fax; Tel; cafeteria, meeting rooms etc.) & office space - Pre-incubation Services only (Idea to Start-up) ± 18 months Competitors - Training sessions -National & international networking (partnerships) - Access to a quite developed research infrastructure of the university PriceProducts & Services People Promotion Processes
  • 15. Marketing of incubators Moroccan Cases Al Akhawayn Incubator Al Akhawayn Incubator Technopark Incubator Marrakech Incubator •Professor form the Customers business school (part time) Competitors • Assistant with business profile (MBA Price or equivalent) •Network of externalProducts & Services experts & mentors (volunteers mainly) People Promotion Processes
  • 16. Marketing of incubators Moroccan Cases Al Akhawayn Incubator Technopark Incubator Technopark Incubator Marrakech Incubator •Professor form the •Director (part time) Customers business school (part •Assistant time) Both of them MBA or Competitors • Assistant with equivalent business profile (MBA Price or equivalent) •External expertise •Network of externalProducts & Services experts & mentors (volunteers mainly) People Promotion Processes
  • 17. Marketing of incubators Moroccan Cases Al Akhawayn Incubator Technopark Incubator Marrakech Incubator Marrakech Incubator •Professor form the •Director (part time) •Professor form the Customers business school (part •Assistant faculty of science (part time) Both of them MBA or time) Competitors • Assistant with equivalent •Assistant business profile (MBA •Network of external Price or equivalent) •External expertise experts (volunteers •Network of external mainly)Products & Services experts & mentors (volunteers mainly) People Promotion Processes
  • 18. Marketing of incubators Moroccan Cases Al Akhawayn Incubator Al Akhawayn Incubator Technopark Incubator Marrakech Incubator •Website Customers •Organization of promotional events Competitors •Participation to relevant events (regional, national & international) Price •Publishing success stories in newspapersProducts & Services People Promotion Processes
  • 19. Marketing of incubators Moroccan Cases Al Akhawayn Incubator Technopark Incubator Technopark Incubator Marrakech Incubator •Website •Website Customers •Organization of •Organization of promotional events promotional events & Competitors •Participation to relevant road shows events (regional, national & •Participation to relevant international) events (regional, national Price •Publishing success stories & international) in newspapers •Publishing success storiesProducts & Services in newspapers People Promotion Processes
  • 20. Marketing of incubators Moroccan Cases Al Akhawayn Incubator Technopark Incubator Marrakech Incubator Marrakech Incubator •Website •Website •Website Customers •Organization of •Organization of •Organization of promotional events promotional events & promotional events (Les Competitors •Participation to relevant road shows Doctoriales) events (regional, national & •Participation to relevant •Participation to relevant international) events (regional, national events (regional, national Price •Publishing success stories & international) & international) in newspapers •Publishing success stories •Publishing success storiesProducts & Services in newspapers in newspapers People Promotion Processes
  • 21. Marketing of incubators Moroccan Cases Al Akhawayn Incubator Technopark Incubator Marrakech Incubator Marrakech Incubator •Website •Website •Website Customers •Organization of •Organization of •Organization of promotional events promotional events & promotional events (Les Competitors •Participation to relevant road shows Doctoriales) events (regional, national & •Participation to relevant •Participation to relevant international) events (regional, national events (regional, national Price •Publishing success stories & international) & international) in newspapers •Publishing success stories •Publishing success storiesProducts & Services in newspapers in newspapers People Promotion Processes
  • 22. Diagnosis 2008 Al Akhawayn Incubator Technopark Incubator Al Akhawayn Incubator Technopark Incubator Marrakech Incubator Marrakech Incubator - Financing gap to start the business (no business Angels, one seed capital; etc.)General - Insufficient specific business assistance (adapted to the needs of each project) - Legal framework (a need for an Innovation Law)Specific - lack of experts in IPR issues - Turn over of incubator staff
  • 23. Diagnosis 2008 Al Akhawayn Incubator Al Akhawayn Incubator Technopark Incubator Marrakech Incubator - Research activities in the targeted sectors (specially biotechnology) is embryonic,General there is no master or doctoral studies in biotechnology within the university -Open minded, flexible & business oriented management systemSpecific ⇒ Action Plan 2008-to date: -Creation of “Students Consulting Group”. The objective is to conduct several market analyses for the benefit of tenant companies. - Al Akhawayn University is planning to create with the support the government the MAVRIT “Middle Atlas Valley Research & Innovation Technology”. Neighboring universities My Smail (Meknes) and Ben Abdellah (Fes) are the university partners in this project. This will help to reach a reasonable critical mass in terms of researchers and research activities; - Al Akhawayn University Launched in September 2008 a Master in Biotechnology.
  • 24. Diagnosis 2008 Al Akhawayn Incubator Technopark Incubator Technopark Incubator Marrakech Incubator - A need for building links with the academic world (technical assistance +General stimulate projects deal flow)Specific ⇒Action Plan 2008-to date: -Setting up a seed capital specific to the incubator - Establishing partnerships with Leading engineering school in Casablanca
  • 25. Diagnosis 2008 Al Akhawayn Incubator Technopark Incubator Marrakech Incubator Marrakech Incubator -Good research infrastructure and deal flow of potentially transferable resultsGeneral - Existence of critical of researchers and PhD students - Lack of autonomy towards university culture and management systemSpecific - Heavy procedures and processes which a significant negative impact on the quality, effectiveness and the perceived value of the offered services - Insufficient business assistance - Turn-over of the HR -Open minded, flexible & business oriented management system ⇒Action Plan 2008-to date: - Creation of an incubator of an independent legal status
  • 26. Incubation Context “Valley of Death” Inc ub The Darwinian Sea ato rs BasicResearch No CapitalInvention •Research & •Innovation: new Innovation •Invention Viable •business & Business New Business
  • 27. Thank You