Innovation Coaching

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Innovation Coaching

  1. 1. Winning Innovation System 이노베이션 코칭 INNOVATION COACHING 2010.05 ㈜테크노베이션파트너스
  2. 2. Winning Innovation System 이노베이션 코칭은 우수한 R&D선수들이 충분한 실력을 발휘하게 합니다 INNOVATION COACH GROWTH COACH 현재 미국 전역에 MEP센터 소속 290여명의 Growth Coach가 활동 2010-05-03 © Technovation Partners 1
  3. 3. Winning Innovation System ㈜테크노베이션은 유레카렌치사와 협력하여 INNOVATION COACHING 서비스 시작합니다 2010-05-03 © Technovation Partners 2
  4. 4. Winning Innovation System 미국 상무성 MEP가 공식채택한 성장코칭 프로그램 2010-05-03 © Technovation Partners 3
  5. 5. Winning Innovation System 이노베이션 코칭, Creation, Communication, Commercialization 실행력을 중시합니다 2010-05-03 © Technovation Partners 4
  6. 6. Winning Innovation System Fail Fast - Fail Cheap- Get Smart 기존 시스템 코칭시스템 1. Plan 1. Plan 1. Plan 4. Act 2. Do 4. Act 2. Do 2. Study 2. Study 3. Study 3. Study 2. Study 2. Study 2. Study 2. Study 2. Study 2. Study 1. Plan 1. Plan 2. Study 4. Act 2. Do 4. Act 2. Do 2. Study 2. Study 3. Study 3. Study 2. Study 2010-05-03 © Technovation Partners 5
  7. 7. Winning Innovation System Communication 12세 어린이가 이해할 수 있는 용어로 설 명되어야 합니다 “고객이 NO라고 할 수 있다. 그러나 고객이 기술설명서의 내용이 무슨 뜻이지 몰라서 NO라고 하는 상황이 일어나지 않게 하라” 2010-05-03 © Technovation Partners 6
  8. 8. Winning Innovation System 이노베이션 코칭, 아이디어 엔지니어링 기법을 활용합니다 Uniqueness Mining Stimulus 1 + 1 = 3 Customer Mining Technology Mining … + = 2010-05-03 © Technovation Partners 7
  9. 9. Winning Innovation System 기술사업화 무엇이 문제인가? 2010-05-03 © Technovation Partners 8
  10. 10. Winning Innovation System The PROBLEM Inventors speak Companies speak Technology & Patents Products & Profits 2010-05-03 © Technovation Partners 9
  11. 11. Winning Innovation System TECHNOLOGY TRANSLATION 제품 / 서비스 혁싞적 기술 Translates into or KILLED 2010-05-03 © Technovation Partners 10
  12. 12. Winning Innovation System 기술사업화 성공 요건 기술마케팅 (promise) Simultaneous Engineering 비즈니스 모델 제품/서비스 (profit) (product) 2010-05-03 © Technovation Partners 11
  13. 13. Winning Innovation System 기술마케팅의 핵심 요소 1. Dramatic Difference 2. Overt Benefit difference 3. Real Reason to Believe 2010-05-03 © Technovation Partners 12
  14. 14. Winning Innovation System Dramatic Difference 극적(완전한) 차별성은 성공확률을 3배 높인다 Dramatic Difference Probability of Success Low Dramatic Difference 14% Medium Dramatic Difference 40% High Dramatic Difference 53% 2010-05-03 © Technovation Partners 13
  15. 15. Winning Innovation System IF you’re not Unique you better be Cheap 2010-05-03 © Technovation Partners 14
  16. 16. Winning Innovation System 혁신적 기술혁신(RADICAL Innovation) vs 점진적 기술혁신 Company Valuation 7X Marketing Effectiveness 9X 0 2 4 6 8 10 2010-05-03 © Technovation Partners 15
  17. 17. Winning Innovation System 기술마케팅의 핵심 요소 1. Dramatic Difference 2. Overt Benefit difference 3. Real Reason to Believe 2010-05-03 © Technovation Partners 16
  18. 18. Winning Innovation System Overt Benefit Difference 고객혜택(customer benefit)을 명확하게 설명할 경우, 마케팅 효과는 3배 증가한다 Probability of Success Low Overt Benefit 13% Medium Overt Benefit 26% High Overt Benefit 38% 2010-05-03 © Technovation Partners 17
  19. 19. Winning Innovation System Turn Features to Benefits 특징(Features)은 편익(Benefits)과 다르다 Benefits are WHY should I care? 2010-05-03 © Technovation Partners 18
  20. 20. Winning Innovation System 특징: 안정성 제어장치 편익: 전복위험 없음 2010-05-03 © Technovation Partners 19
  21. 21. Winning Innovation System 기술마케팅의 핵심 요소 1. Dramatic Difference 2. Overt Benefit difference 3. Real Reason to Believe 2010-05-03 © Technovation Partners 20
  22. 22. Winning Innovation System Real Reason to Believe 혜택이 실현될 수 있다는 믿음을 분명히 보여줄 수 있다면 성공확률은 2배 이상 증대된다 Real Reason To Believe Probability of Success Low Real Reason to Believe 18% Medium Real Reason to Believe 29% High Real Reason to Believe 42% 2010-05-03 © Technovation Partners 21
  23. 23. Winning Innovation System Real Reason to Believe GOLD 다른 사람은 결코 해낼 수 없는 것을 할 수 있음 을 사실 그대로 제시 이차 증거를 제시 SILVER - 증언롞 / 상용데모 - 시험분석결과 / 다양한 보증 BRONZE 개인의 경험과 전공, 경력 등 잘 할 수 있음을 입증할 수 있는 자료 제시 2010-05-03 © Technovation Partners 22
  24. 24. Winning Innovation System Merwyn Business Simulation 2010-05-03 © Technovation Partners 23
  25. 25. Winning Innovation System 기존의 기술가치평가는 싞뢰하기 어렵습니다 싞뢰하기 어려운 이유  기술가치는 사업화 주체의 역량 에 따라 달라집니다 (벤처기업 vs. 글로벌기업)  기술가치는 마케팅 노력의 정도 에 따라 달라집니다  기술가치는 특허권의 보호정도 에 따라 고려됩니다  기술가치는 비즈니스모델에 따 라 달라집니다  기술가치는 시장상황에 따라 달 라집니다 NOT WORKING 2010-05-03 © Technovation Partners 24
  26. 26. Winning Innovation System MBS (Merwyn Business Simulation) 툴은 사업화 초기단계의 매출예측 정확도가 매우 높습니다 2010-05-03 © Technovation Partners 25
  27. 27. Winning Innovation System 60초 내 사업성을 판단할 수 있도록 하는 핵심요약서 2010-05-03 © Technovation Partners 26
  28. 28. Winning Innovation System ㈜테크노베이션파트너스의 이노베이션 코칭 서비스 1. Profit 101 Growth Training 2. Technology Translation 3. Winning Ways Workshop 2010-05-03 © Technovation Partners 27

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