From Idea to Product, Course Outline Promo

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Technology Commercialization, Part One Essential Concepts and How to? By: Motaz Al-Agamawi

Technology Commercialization
From Idea to Product
Part One
How to Define your Business and Identify Where You Stand?
Essential Concepts and How To?

About the Course
Introduction & Course Outline
Content Author and Instructor:
Al-Motaz Bellah Alaa Al-Agamawi

About Motaz Al-Agamawi
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Motaz Al-Agamawi is an information technology professional with ten years of combined
experience as a technology commercialization expert and entrepreneur. As of today Motaz is
a Board Member in Information Systems International Services- ISIS and Arabic Information
Systems- INFO ARAB, Founder of IB- Interneting Behavior a startup company. Prior to that
Motaz was the Vice President for Business Development in ISIS. During his professional career
he was able to commercialize technologies to several fortune five hundred companies.
Since 2009, Motaz has conducted several undergraduate and professional training courses
focusing on entrepreneurship, innovation and management of technology. He has also
mentored several startups and many of them has succeeded to close venture deals and won
international entrepreneurship awards. One of those companies has won the second prize in
the Idea to Product international context in 2012. Motaz consider himself a technologist, who
has the adequate knowledge and experience to propose and customize the adequate
technologies to serve the target customer segment business objectives and strategies.
Motaz is holding a B.Sc. in Computer Science and expected to complete his M.Sc. in
Management of Technology in Spring 2013. He has received several awards including MIT
Arab business plan competition finalist team award in 2010.

Course Description
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The course is designed to help technology entrepreneurs, inventors and
startup founders to understand the basic concepts related to technology
commercialization. The course emphasizes a practical understanding of the
major concepts including how to describe product/service, identifying core
competency and competitive edge, define industry and target customer
segments, understand the technology and market relation and conduct an
internal and external analyses . At the end of the course participant will be
able to identify his/her product/service or project/idea current internal
and external environment and technological competitive position, through
applying a set techniques.


Upon Completing the Course
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Participant will be able to answer the following questions:
 What is your Product or Service?
 What is the Cost/Benefit Analysis of the Idea?
 What is the Technology that Underlies your Product/Service?
 How is your Underlying Technology Unique?
 What is your Technology Acquisition Strategy?
 Is your Product or Service Innovative? How?


Upon Completing the Course
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 What is your business? What is the industry you are operating in?
 What are you offering? And in which business field you are operating?
 Who will the business Serve? Who is your customer?
 Who is in the market for your product and service?
 Who are you competing with? What is your competitive advantage?
 What will the business offer to customers? What is your value proposition?
 What are the product or service business will sell?
 What is your core competency and core competitive edge?
 What your industry external environment competitiveness?
 What is your internal competitiveness strategy?

Course Sections
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 Section One: Introduction and Course Outline
 Section Two: Basic Concepts
 Section Three: Define Your Business
 Section Four: Understand Technology and Market Relation
 Section Five: External and Internal Analysis


Sections Lectures
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 Lecture 1: Idea as an Opportunity
 Lecture 2: How to Identify Ideas from Opportunities
 Lecture 3: Describe Your Idea
 Lecture 4: Technology Classification and Core Competency
 Lecture 5: Product/Service Innovation


Section Lectures
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 Lecture 1: Define Your Industry and Market

 Lecture 2: Define Your Target Customers Segment

 Lecture 3: Define Your Competitors


Section Lectures
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 Lecture 1: The Technology S-Curve

 Lecture 2: Technology Life Cycle and Market Growth

 Lecture 3: Introducing Innovation to Markets


Section Lectures
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 Lecture 1: External Industry Analysis

 Lecture 2: Internal Analysis


Lectures Learning Objectives
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 Lecture 1: Idea as an Opportunity
1)HOW TO FIND OPPORTUNITIES?
2)HOW TO DETERMINE IF AN IDEA IS AN OPPORTUNITY?
3)HOW TO EVALUATE IDEAS?


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 Lecture 2: How to Identify Ideas from Opportunities
1)UNDERSTANDING THE ROOTS OF OPPORTUNITIES.
2)IDENTIFYING OPPORTUNITIES THROUGH CHANGE.
3)UNDERSTANDING WINDOW AND CORRIDOR CONCEPT.


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 Lecture 3: Describe Your Idea
1)UNDERSTANDING THE NEEDS, WANTS AND DEMAND.
2)UNDERSTANDING HOW CUSTOMER DECIDE TO BUY.
3)COMPILE A PRODUCT/SERVICE DESCRIPTION FOCUSING ON
BENEFITS AND COMMUNICATING VALUE TO CUSTOMERS.


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 Lecture 4: Technology Classification and Core Competency
1)UNDERSTANDING THE DIFFERENT FORMS OF TECHNOLOGY.
2)SET PRODUCT/SERVICE TECHNOLOGY ACQUISITION STRATEGY.
3)IDENTIFY CORE COMPETENCY FOR COMPETITIVENESS.


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 Lecture 5: Product/Service Innovation
1)DISTINCT THE DIFFERENCE BETWEEN CREATIVITY, INVENTION AND
INNOVATION.
2)UNDERSTAND THE TYPES AND FORMS OF INNOVATION.
3)IDENTIFY THE KEY PEOPLE IN TECHNOLOGY INNOVATION.


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 Lecture 1: Define Your Industry and Market
1)HOW TO DEFINE YOUR INDUSTRY?
2)UNDERSTAND DIFFERENT INDUSTRY TYPE AND OPPORTUNITIES
ASSOCIATED WITH EACH.


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 Lecture 2: Define Your Target Customers Segment
1) SEGMENTING CONSUMER MARKETS.
2) EVALUATING TARGET MARKET SEGMENTS.
3) IDENTIFYING COMPETITIVE ADVANTAGES.
4) CHOOSING POSITIONING AND DIFFERENTIATION STRATEGIES.


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 Lecture 3: Define Your Competitors
1)UNDERSTAND THE DIFFERENCE BETWEEN DIRECT, INDIRECT AND
SUBSTITUTE COMPETITION.
2)UNDERSTAND STRATEGIC GROUP DIFFERENTIATION.


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 Lecture 1: The Technology S-Curve
1)UNDERSTAND THE S-CURVE OF TECHNOLOGY PROGRESS
2)UNDERSTAND THE CONCEPT OF CHANGE IN NATURAL LIMIT OF
TECHNOLOGY


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 Lecture 2: Technology Life Cycle and Market Growth
1)UNDERSTAND TECHNOLOGY AND MARKET INTERACTION
RELATION.
2) DIFFERENTIATE BETWEEN TECHNOLOGY PUSH AND MARKET PULL.
3) UNDERSTAND THE PRODUCT LIFE CYCLE.


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 Lecture 3: Introducing Innovation to Markets
1)UNDERSTAND TECHNOLOGY GAP PRICE RELATION
2)UNDERSTAND THE TECHNOLOGY TIMING FACTOR


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 Lecture 1: External Industry Analysis
1)IDENTIFYING THE STAKEHOLDERS.
2)UNDERSTANDING PORTER FIVE FORCES MODEL FOR EXTERNAL
INDUSTRY ANALYSIS.
3)UNDERSTANDING THE PEST ANALYSIS CONCEPT.


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 Lecture 2: Internal Analysis
1)IDENTIFY RESOURCES AND CAPABILITIES.
2)DESIGN SWOT ANALYSIS.
3)LINK SWOT TO STRATEGY.


Course Approach and Methodology
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The course includes case studies and problem activities, that emphasis on
formulating and solving problems, and interpreting and evaluating the
results.
In most of the lectures learner will find one or more hands-on exercise to
apply the discussed concepts. By the end of the course and by completing
the set of exercises learner will have an initial professional draft about
his/her technological idea commercialization concept in a structural
representation.


Recommended Readings
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 Customized Management of Technology:
 http://www.amazon.com/Customized-Management-Technology-Tarek-
Khalil/dp/0073228982/ref=sr_1_1?s=books&ie=UTF8&qid=134962
3481&sr=1-1&keywords=Customized+Management+of+Technology
 Entrepreneurship- Starting and Operating a small business,
 http://www.amazon.com/Entrepreneurship-Starting-Operating-Small-
Business/dp/0132784084
 Crossing the Chasm:
 http://www.amazon.com/Crossing-Chasm-Marketing-Disruptive-
Mainstream/dp/0060517123/ref=sr_1_1?s=books&ie=UTF8&qid=13
49623397&sr=1-1&keywords=crossing+the+chasm


Recommended Readings
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 The Innovators Solution:
 http://www.amazon.com/Innovators-Solution-Creating-Sustaining-
Successful/dp/1578518520/ref=sr_1_1?s=books&ie=UTF8&qid=1
349623444&sr=1-1&keywords=the+innovators+solution
 The Strategy of Managing Innovation and Technology,
 by Murray R. Millson & David Wilemon, Pearson Education Inc, 2008.

 Entrepreneurship- A Contemporary Approach, Fifth Edition,
 by Donald F. Kuratko & Richard M. Hodgetts, Harcourt Inc, 2001


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