Castlebar presentation IDEAGEN


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Castlebar presentation IDEAGEN

  1. 1. Neil Ferguson Acting Director Technology Transfer Office Challenges and Best Routes for Commercialisation
  2. 2. Irish Studies, Texts, Contexts & Cultures Human Rights Digital Humanities Thematic Priorities Biomedical Science & Engineering Environment, Marine & Energy Applied Social Sciences & Public Policy Informatics, Physical & Computational Sciences Humanities in Context Major Institutes & Centres Fundamental/ Theoretical Continuum of Research Activities Applied Cross-thematic activities Photonics and Imaging High Performance computing/bioinformatics Ethics and bioethical research Biomedical Engineering Cancer Neurosciences Regenerative medicine Applied Computing Photonics Semantic Web & Web Services Climate change Environment Marine Energy Innovation Social Inclusion Health Balanced Development NCBES REMEDI NFB AGRC Moore Institute Irish Studies ICHR MRI ECI Energy Power Electronics C-CAPS CISC ICSG CHPS CFCR CHSRD DERI CHPC NCLA Applied Optics Digital Technologies
  3. 3. The Four Pillars of Success <ul><li>Technology </li></ul><ul><li>Marketing </li></ul><ul><li>Management / Team </li></ul><ul><li>Finance </li></ul>
  4. 4. <ul><li>Technology and Market </li></ul><ul><li>are linked </li></ul>
  5. 5. What is the Product? <ul><li>1. What business problem does the invention solve? </li></ul><ul><li>2. How severe is the customer pain this invention will address? </li></ul><ul><ul><li>(Who’s willing to pay now?) </li></ul></ul><ul><li>3. What are the uses/applications for this idea? </li></ul><ul><ul><li>(Target customers, partners, licensees) </li></ul></ul>
  6. 6. What is the Market? <ul><li>4. Is the market “ready” for this idea? (Timing) </li></ul><ul><li>5. What market space and category does this idea fit into? (Opportunity) </li></ul><ul><li>6. How big is the market opportunity? (Category Size) </li></ul><ul><li>7. How fast is the category growing or shrinking? (Category Growth) </li></ul>
  7. 7. What is the Market? 8. What paths to commercialization exist for this idea? (Can we reach the customers?) 9. Who are the key competitors and why will this invention win out over them? (Who else is competing and what’s your edge?) 10. What type of investment is required to productize your invention and what financial return might we receive? (What’s the Risk/Return?)
  8. 8. The Four Pillars of Success <ul><li>Technology </li></ul><ul><li>Marketing </li></ul><ul><li>Management / Team </li></ul><ul><li>Finance </li></ul>
  9. 9. <ul><li>Technology R&D – Manufacturing </li></ul><ul><li>Sales / Marketing </li></ul><ul><li>Finance </li></ul><ul><li>Leadership / Management </li></ul>Team
  10. 10. <ul><li>Management and skills experience: </li></ul><ul><li>The more the better. </li></ul><ul><li>Investors like to see experienced management. </li></ul><ul><li>They have learned from mistakes. </li></ul><ul><li>Different teams for different phases. </li></ul><ul><li>Strong CEO. </li></ul>Team
  11. 11. First steps in Raising Finance <ul><li>Define clear milestones for next fundraising (exploitation phase). </li></ul><ul><li>Communicate them to your team. </li></ul><ul><li>Have industry benchmarks. </li></ul><ul><li>Understand the competition. </li></ul><ul><li>Define Value Elevating Events (VEE). </li></ul>
  12. 12. The price you pay The higher the price to purchase funds Risk Less Risk
  13. 13. IDEA Incubation First steps Exploration Exploitation Expansion Academic Research Funds (SFI) Licence Sales Difficult to Can estimate Calculate Risk Risk IPO Industry Sale/ Partnership Industry Founders F & F Angel EI, BES VCs
  14. 14. <ul><li>“ All you do is buy money” </li></ul><ul><li>“ Know what the seller wants” </li></ul>
  15. 15. First steps. Funding <ul><li>Friends and family. </li></ul><ul><li>Angels (any left?). </li></ul><ul><li>Business Expansion Scheme. </li></ul><ul><li>EI. </li></ul><ul><li>Value: do not overprice; leave room for lift in the next round. </li></ul>
  16. 16. Exploitation: mostly VC money/some corporate <ul><li>Have clear milestones. </li></ul><ul><li>Have clear Value Elevating Events. </li></ul><ul><li>Understand the market and competition. </li></ul><ul><li>If we invest “x” we will get “y”. </li></ul><ul><li>“ I have the competence to deliver” – Team essential. </li></ul><ul><li>Have industry benchmarks. </li></ul><ul><li>Back up plans. </li></ul><ul><li>Tick all the boxes: you are a businessman. Convince them! </li></ul>
  17. 17. Think it through, Reality checks, Team, Make it happen.