Market Assessment Final

FITT (Fostering Interregional Exchange in ICT Technology Transfer)

Market Assessment ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Marketing_IP Pipeline Technological Analysis Technology Transfer Team Potential Rejection Market Analysis Commercial Services No Go 90% of ideas On Hold Go 10% of ideas Licensing Spin-Off Company Formation New Ventures Team Investment Decision Investment Team Idea

IP Pipeline ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

1. Patent or not? ,[object Object],[object Object],[object Object],“ The really fantastic ideas stand out as being really fantastic, the bloody stupid ones as being bloody stupid. 90% is stuck in the middle, in the grey zone .” “ The strategy of what particular form of IP we use is entirely informed by commercially what we think we can get away with.”

2. Licensing or Spin-out? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Commercial Services do market research, as well as marketing. The guys in the first group discuss about the following: “ Does this look like a licence or a spin out?”

Second Iteration ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Example: Electro Wetting Effect (EWF) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

2.1. Licensing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],If it’s licence, Commercial Services will find potential ‘customers’ to negotiate with.

2.2. Spin-out ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],If it looks like being a spin out, it moves to the new ventures team , and their role is to work this up into an investable proposition .

Marketing_When? ,[object Object],[object Object],[object Object],[object Object],[object Object]

Marketing_Who? ,[object Object],[object Object],[object Object],[object Object],[object Object]

Marketing_Where? ,[object Object],[object Object],[object Object]

Marketing_Pros and Cons ,[object Object],[object Object],[object Object],[object Object],[object Object]

Marketing_Outcome ,[object Object],[object Object],[object Object]

Lessons Learned ,[object Object]

Suggested Readings ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Market Assessment Final

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Market Assessment Final