strategic advantage


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Martin Coulthard of BEN's talk on Strategic advantage

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strategic advantage

  1. 1. <ul><ul><li>Martin Coulthard, BEN Director </li></ul></ul><ul><ul><li> </li></ul></ul>
  2. 2. winning finding the competitive advantage Martin Coulthard Bath & Bristol Enterprise Network Science City Bristol 3 February 2011
  3. 3. overview <ul><li>approach </li></ul><ul><li>kinds of competitive advantage </li></ul><ul><li>examples </li></ul><ul><li>finding the advantage </li></ul>
  4. 4. context <ul><li>business is competitive, like sport </li></ul><ul><li>what does ‘winning’ mean to you? </li></ul><ul><ul><li>get your idea/product out there? </li></ul></ul><ul><ul><li>social benefits? </li></ul></ul><ul><ul><li>lifestyle business, to pay the bills? </li></ul></ul><ul><ul><li>fast growth of sales and profit, leading to a big exit? </li></ul></ul><ul><li>if you do not know where you are going you will probably not get there! </li></ul>
  5. 5. 3 levels
  6. 6. level 1 – broad competence <ul><li>do (almost) everything well </li></ul><ul><li>actually, basic competence in all areas is often enough! </li></ul><ul><li>a ‘me too’ business can achieve a level of success if it consistently deliver good quality product/service, on time, in the right market </li></ul>
  7. 7. level 2 – competitive advantage <ul><li>different + better </li></ul><ul><li>what do you do or offer that is different to and better than your competitors? </li></ul><ul><li>if this is not protectable / sustainable then others will quickly copy </li></ul>
  8. 8. level 3 – sustainable competitive advantage <ul><li>you keep your advantage </li></ul><ul><li>because the competition is not able, is not allowed, or does not want to copy it </li></ul><ul><li>or you keep getting better at it, changing it or finding a new one! </li></ul>
  9. 9. where is the edge? kinds of competitive advantage A. formal intellectual property rights innovation! B. other approaches to IP protection C. other opportunities intellectual property protection
  10. 10. A. intellectual property rights <ul><li>patents </li></ul><ul><li>trademarks </li></ul><ul><li>copyright </li></ul><ul><li>design rights </li></ul>© Reg. Des. 1111111 TM ®
  11. 11. B. other approaches to IP protection <ul><li>if not legally protected by IPR, copying is not illegal! </li></ul><ul><li>so what else can you do? </li></ul><ul><li>confidentiality agreements – and other legal agreements </li></ul><ul><li>secrecy </li></ul><ul><li>copy protection technology – e.g. encryption, DRM (Digital Rights Management) </li></ul>
  12. 12. C. other opportunities product or service team market funding strategy know how unique skills hard work passion culture quality first to market cost structure 'sticky' products brand / reputation / trust choice of market segment / focus control of routes to market domination of target market segment pricing size funding complexity / difficulty design / user experience object of desire ‘ the whole product’
  13. 13. startup & early stage – where’s the edge? <ul><li>innovation </li></ul><ul><li>flexibility and speed </li></ul><ul><li>low costs </li></ul><ul><li>entrepreneur </li></ul><ul><ul><li>skills, technical knowledge </li></ul></ul><ul><ul><li>market knowledge, experience, connections </li></ul></ul><ul><ul><li>vision, passion, commitment, determination, hard work! </li></ul></ul><ul><li>look at yourself! </li></ul><ul><li>but if you find an edge, is it sustainable? </li></ul>
  14. 14. case study 1 – IPL Information Processing <ul><li>software projects and consultancy services – not products or applications </li></ul><ul><li>0 patents </li></ul><ul><li>focus on large corporate/public clients </li></ul><ul><li>and quality of delivery </li></ul><ul><ul><li>business & technical </li></ul></ul><ul><ul><li>trust & reliability </li></ul></ul><ul><ul><li>responsiveness & agility </li></ul></ul><ul><ul><li>excellence </li></ul></ul>
  15. 15. case study 2 – Stonecube Ltd - IPR <ul><li>invention: realistic, moving visualisation of objects with printed/decorated surfaces </li></ul><ul><li>key inventive step was a way to model the physical printing process to generate a 3D model </li></ul><ul><li>UK application went </li></ul><ul><li>US patent granted! </li></ul><ul><li>the vision, team and expert knowledge also critical to competitive advantage </li></ul>
  16. 16. conclusions <ul><li>finding the right competitive strategy is a journey </li></ul><ul><li>climb quickly through levels 1, 2 and 3 </li></ul><ul><li>in a tech business IP often has an important part to play – look for the patenting opportunities </li></ul><ul><li>search for the best mix of elements of competitive advantage </li></ul><ul><li>innovation and continuous improvement are essential </li></ul><ul><li>seek the holy grail of long term sustainable advantage </li></ul>
  17. 17. image attribution <ul><li>slide 1: England Rugby Squad 2003 by BombDog CC-BY-2.0 , via Wikimedia Commons </li></ul><ul><li>slide 5: stack of cards by Fraser Waters CC-AN-2.0 CC-BY-2.0 </li></ul><ul><li>slide 6: Wood and CFRP tennis rackets overlayed by CORE-Materials CC-AT-2.0 </li></ul><ul><li>slide 7: Jahangir Khan by Mr Ian CC-AT-2.0 </li></ul>
  18. 18. business model canvas <ul><li>Lean Startup - Steve Blanc and Eric Ries </li></ul><ul><li>Alex Osterwalder business model canvas </li></ul><ul><li>adapted by Ash Maurya </li></ul><ul><li> </li></ul><ul><li>find the ‘unfair advantage’ </li></ul>
  19. 19. Ash Maurya business model canvas – document the hypothesis
  20. 20. Ash Maurya business model canvas – document the hypothesis