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Marketing Inside + Outsidev4 Natalie Chapman

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Knowledge Commercialisation Australia Marketing MasterClass presentation

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Marketing Inside + Outsidev4 Natalie Chapman

  1. 1. Marketing Inside + Outside = Upside Natalie Chapman Leader, Business Development & Marketing ANSTO
  2. 2. ANSTO does not….
  3. 3. What does OPAL do?
  4. 4. ANSTO Businesses
  5. 5. ANSTO Innovation Technology Pipeline Intellectual Commercialisation Licensing Start-Up Established CompanyTechnology Property Model 0 12 30 Time (Months)
  6. 6. Science Meets Sales…http://chemistry.about.com/od/imagesclipartstructures/ig/Science-Pictures/Mad-Scientist.htm http://deathby1000papercuts.com/2011/01/never-ask-a-stock-salesman-whether-its-a-good-time-to-buy-stocks/
  7. 7. Technology Commercialisation
  8. 8. Technology Push vs Market Pull Production http://www.earthinpictures.com/stuff/computers_and_electronics/mediums/vhs_video_tape.html Product Sales Marketinghttp://www.putitondvd.com.au/betamax.htm Customer-oriented Kotler (1996)
  9. 9. What is Marketing? http://www.nike.com/ http://www.thirdwayblog.com/category/gillette/ http://www.divamodels.com.cy/index.php?newsid=35 http://www.apple.com/
  10. 10. Maximising Marketing Success Customer Technology Need Product Maximum chance of market success Market Marketing Promotion SellResearch Strategy
  11. 11. How many of you do your homework? Market • Survey your market and customers • Gather and analyse market intelligence on competitors and partnersResearch • Monitor the market and survey the literature.
  12. 12. More science than art.... Tools • SWOTMarketing http://tutor2u.net/business/strategy/ansoff_matrix.htm • PESTLEStrategy • ANSOFF • PLC Strategies • Pricing • Placement/Distribution • Promotion Product Life Cycle • Product
  13. 13. Case Study – RemLife • RemLife v3.2 is a software simulator for coal and gas power stations to determine damage with remaining life assessment of components and the cost. • Identifies at-risk components in hours not weeks. • Developed by the Australian Nuclear Science and Technology Organisation (ANSTO) in conjunction with 12 power stations within Australia.Promotion Internal and External Promotion is vital to success
  14. 14. Case Study – RemLife Business Development Manager • Conducted due diligence • Briefed legal for agreements • Prepared market analysis of US and UK • Identified conference and meetings • Organised promotional, presentation, web, brochure, display/exhibition materials • Prepared commercialisation plans • Negotiated with interested parties
  15. 15. Case Study – RemLifeInside• Board Report• Monthly Reports• Commercialisation progress• Articles – TestimonialsOutside• News articles• Promotional collateral• Web page – Downloadable demo• Articles in technical journals• Reports to Government• Directed presentations for potential licencees• Grant applications• Awards
  16. 16. Case Study – RemLife UpsidePromotion • Reduces internal barriers • Greater customer awareness and recognition • Improves technology and organisation credibility • Higher value for product • Increased success with grants and awards • Stronger licencee interest • Stronger position in negotiations = Higher price for your technology
  17. 17. Are you trained for Sales? Sell• Prospect• Qualify• Pitch• Close the deal http://deathby1000papercuts.com/2011/01/never-ask-a-stock-salesman-whether-its-a-good-time-to-buy-stocks/
  18. 18. Take Home - Speed Thinking 5 ideas for your technology
  19. 19. Natalie ChapmanLeader, Business Development & MarketingAustralian Nuclear Science & Technology OrganisationPhone: 02 9717 9550Email: natalie.chapman@ansto.gov.auWeb: www.ansto.gov.auWeb: www.ansto.gov.au/remlife

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