1. Needs Assessment Guide How to prepare clear and comprehensive instructions for Dilanchian K now M anage L ead Contents What We Do 10 Positioning Statement 9 Negotiations 8 Business Mapping 7 Business Model 6 Value Chain 5 Process Map 4 Supporting Documents 3 Contracting Framework 2 Needs Assessment 1

3. 2. Contracting Framework If we are to prepare a contract for you, we need your plans. Aspects of this framework are detailed in subsequent slides. Exactly how will you make money or add value? Write down and test your business model. What is your company or organisation structure? Precisely how and what do you charge for your offering? What are the links between your assets, people and projects? What records have you prepared of the deal and negotiations? Record Management Contract Planning Documents Asset Evaluation Asset Management Terms & Conditions Organisation’s Policy & Procedures Manuals eg intellectual property policy , regulatory compliance policy, operations manuals The Deal The Contract Asset Organisation’s Plans eg strategic plan, R&D plan, marketing plan, training plan, corporate plan, product plans The Contract Transaction The Plan The Contract Asset Organisation’s Key Goals eg as regards use of e-commerce, pricing policy, staff training, productivity, service levels Contract Management Feedback

8. A mission statement clarifies why your organisation exists and who it serves. B y sharpening the following focal points to improve performance , a positioning statement further clarifies intensions and your organisation’s message to its market : 7. Positioning Statement What is positioning ? “ Positioning ” is a marketing concept. It is marketing communication shaping or influencing customer perceptions for an offering or organisation to occupy a clear, distinctive and desirable market position. It helps market segmentation. The concept is applied in this KML Key to all business functions , as they are all involved in commercialisation, not just the marketing function. Positioning improves the opportunity for successful commercialisation. Positioning provides a map for cross-functional integration and targeted or focused effort in all business processes. Message to Stakeholders <Your Unique Selling Proposition> (Differentiation – from competition) USP <Key benefit – value proposition> Value-add <Compelling reason to buy> Why <Your product/service offerings> What <Your target customers> Who

9. I mportant D isclaimer This document is an overview for general guidance only. It does not replace the need for advice on individual cases. For specific advice your particular circumstances must be taken into account. | Copyright © Dilanchian 2001-2008 Liability limited under a scheme approved under Professional Standards Legislation Dilanchian is a law firm of specialist lawyers and consultants with decades of experience in business law. Use us to protect, register, contract, manage and commercialise your intellectual property and intellectual assets. Intellectual Property Law Business Law Intellectual Assets Management Entrepreneurship Support Your Needs Our Solutions