Presentación marketing de intangibles, Elena Canetti

1. Marketing of Technologies
2012
4 innovation
ecanetti@4innovation.com

2. I. What is Marketing?
Index
II. The Value Proposition
III. Marketing Campaigns
IV. Market Research
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3. Chapter I. What is Marketing?
4 P’s Marketing Mix
 The Product: your value proposition
 The Place: who will persuade your customers and why the
will believe you
 The Promotion: where and how your customers will find you
 The Price: what kind of price you can get
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4. The Product: Placing the Customer in the Center
Key elements of a customer centered organization:
 The most important decision is the decision to buy
 The decision to buy takes place in the mind of the customer
 Marketing is looking at everything we do through the eyes of
the customer
 Who are our customers? Our potential Licensees
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5. The Product: Offer a Value Proposition
The Features and Benefits Analysis allows to convert:
Features to Advantages
Advantages to Benefit
Features and Benefits Identifies why the customer values the
product: the Value Proposition
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6. The Place: Create A Brand For Your Institution
 A brand is a collection of images and ideas associated with your
organization
 Creates expectations in the mind of your customer about your
products
 Refers to concrete symbols such as name, logo and slogan
 A symbolic embodiment of all the info connected to your
institution
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7. The Place: The Brand Of Your Institution
 Technology marketing: breaking the stigmas, new technology is
very risky
 What experience has your institution in supporting new product
development
 Use brand to create expectations such as reliability, expertise,
utility, trust
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8. The Promotion: Customer Attention Window
 How much time will the customer spend on your message
 What’s the competition, who are the key players, how many
messages they deliver per day
 Get and hold the attention: by offering the value proposition
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9. The Promotion: Channels
Where do the customers look for technologies?
 Technology offers
 IP brokerage websites
 Scouting
 Advertising in scientific journals
 Trade shows
What information sources are trusted?
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10. Determining the technology price
For the inventor or TTO, the technology price is the collection
of payments received from the Licensee:
 License fees and Milestone payments
 Royalties and Sublicense consideration
 Minimum Annual Maintenance Fee
For the licensee … the technology price is related to the future stream of
revenue from selling the product at the market’s price, DISCOUNTING
the risk of the licensee’s investment.
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11. Summarizing the Marketing Mix
The Tech Transfer must prepare a plan for potential market
segments, based on a Marketing Mix:
 Product: focus on the customer view
 Place: brand the value of your institution
 Promotion: get attention by promoting
 Price: valuate your technologies correctly
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12. Chapter II. The Value Proposition
Common misconceptions:
 Marketing is underestimated by scientists
 Marketing is considered superfluous
 We don’t have time for marketing
Technology Marketing is an effective tool and plays an important
role in tech transfer.
The TTO must know the value proposition of the technology in order
to communicate it in a clear manner
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13. Marketing Advantages
Bias: Technology marketing doesn’t work!
Reality:
• Most leads come from sources identified by inventors
• Most universities don’t have resources and expertise for
marketing
However…
• Marketing is essential for generating leads for technologies
with no existing prospects
• Marketing analysis helps define clearly and concisely the
value proposition!
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14. Understanding Industry
Selling is the art of helping someone to get something they need or
finding a solution to their problem:
• Address the industry’s interests
• Get to know the industry’s needs
Selling = solving problems!
• Expand product line
• Reduce manufacturing costs
• Increase profit margins and market share
Communicate with industry in their own language
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15. Value Proposition
Value Proposition is the proposition which connects the
product’s attributes (FEATURES) with the creation of value for
users (BENEFITS)
It Is the key to attracting customer’s attention
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16. Game: Discover The Value Proposition
1. Read marketing descriptions
2. Identify the value propositions
3. Use the “so what" methodology: relating features to benefits
4. Rate on a scale of 1 to 10 how difficult it is to ascertain the value
proposition
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17. Examples From Website Postings
A Novel Tunable Micro-Disk
This invention discusses a micro-scale optical device that includes a tunable
micro disk resonator possessing a high quality factor. The device comprises
of a waveguide and a micro-disk, optically coupled to the waveguide. The
high quality factor allows for a single photon to interact several times with the
same atom, ion or molecule so that a significant interaction can be achieved.
However, this strong coupling can be reached only if the optical device is
kept in strict resonance with the frequency similar to that of the desired
quantum transition, and hence the crucial importance of the tuning
mechanism offered by this invention.
Although most of the light intensity is confined within the disk, a small part of
it exists as an evanescent field outside the disk. This external light can
interact with the particle we want to measure and this coupling alters the
optical properties of the disk mode and consequently changes the intensity
or phase of the light at the output port of the linear waveguide. The ability to
measure these changes enables the detection of the presence of the
external particles.
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18. Examples From Website Postings, Cont’.
Artificial Vision for the Blind
Visual cortex recruited to see using alternative senses, "soundscapes"
and touch.
Categories: Artificial vision, Medical applications
Development Stage: Prototype has been used to train blind individuals to
“see” using sound and touch after several training sessions
Patent Status: PCT filed
Market : About 2.6% of the total population of the world are visually impaired
of whom about 0.6%, around 38 million people, are blind
Highlights: Artificial vision system for sight restoration using sensory
substitution devices (SSDs), which utilize small cameras that convert visual
information to auditory (or tactile) input.
Blind people use the visual cortex, which is normally used in processing
sight, to process sound and touch and enhance their memory and language
capabilities
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19. Examples From Website Postings, Cont’.
Compositions and Methods for Treating Diabetes and Related
Disorders:
Approach based on physiological response to starvation
Categories: Small molecule, Diabetes,
Development Stage: In vivo trials
Patent Status: Provisional patent filed
Market: WHO estimates that there will be 366 million people with diabetes
worldwide by 2030
Highlights: Famine is one of the most powerful selective forces that shape
the evolution of our physiology. Modern society is experiencing the opposite
situation with an ensuing epidemic of obesity (=the metabolic syndrome),
accompanied by a surge of type 2 diabetes (T2D).
Our Innovation: Identification of a hormone-like molecule - produced in
response to starvation - that can cause insulin-resistance. Thus, an
uncontrolled activation of this signal might account for the development of
the metabolic syndrome.
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20. Web Postings Major Flaws!
 Capture the readers attention in the first 15 - 20 seconds (use
titles and subtitles)
 Use plain smart language: most technology descriptions will not
get read in full
 Talk business, not science: business people do not always have a
science background
 Use Figures and Images (“eye catchers”)
 Present a Value Proposition
They are looking for the Value Proposition for their
company rather than scientific aspects!
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21. Start by defining The Competitive Advantage
Competitive Advantage: your technology must provide a unique
competitive advantage to the potential licensee
Value Proposition to the Licensee: the combination of unique
advantages provided by the technology
Feature and Benefits statements: this is the way to communicate
the Value Proposition
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22. Features And Benefits
Features:
• Can be proven
Features don’t sell
• Are specific
Benefits:
• Relate to customers needs
Benefits sell
• Show clear value
• Are a reason to buy
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23. F&B Examples
Key Features
 Depending on a person's motivation and ability, the basis for the seeing-through
sound language may be learned in 10 to 20 hours.
 Low-cost, non-invasive system works for sight-impaired people of any age
regardless of the cause or severity of their disability
 Bestows independence on the sight impaired without need for surgery or
additional aids such as guide dogs
Development Milestones
 The next step is to introduce the system more widely to children and others and
develop improved algorithms and friendlier set-up design
 Seeking cooperation with teachers and organizations for the blind to recruit
candidates to learn the system and try it
The Opportunity
 Eventually, SSDs may be integrated into medical devices employing other inputs,
such as touch and echolocation (similar to the use of sounds echoes in bats and
dolphins), to comprise a multisensory substitution for vision.
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24. F&B Examples, Cont’.
Our Innovation
 Identification of a hormone-like molecule - produced in response to starvation -
that can cause insulin-resistance. Thus, an uncontrolled activation of this signal
might account for the development of the metabolic syndrome. Screening for
novel compounds that could intercept this signal lead to the discovery of a low
molecular weight compound that can serve as a drug-candidate to treat T2D.
Key Features
 Low molecular weight (>350) drug-like compound
 Non-toxic (at >X10 of the therapeutic dose)
 Orally bioavailable
 A candidate biomarker for the monitoring of T2D in humans.
The Opportunity
 Of the estimated 23.6 million people in the United States with diabetes, 90-95%
have T2D. Early detection of T2D evolvement can prevent severe
consequences by employing simple treatment
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25. Chapter III. Marketing Campaigns
How do you reach potential licensees?
The Shotgun Approach The Riffle Approach
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26. Marketing Campaigns: Shotgun Approach
Sending emails and snail mailings
Sending bunches of technology offers
It seems effective (wide outreach)… however…
 People just delete these emails without reading
 Requires sizable resources
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27. Marketing Campaigns: the Rifle Approach
Target specific industry sectors
Target the right person within the company:
• Typically: VP Business Development/ VP R&D
MINUS: requires additional time and effort to identify target
PLUS: greater likelihood of success
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28. The Non Confidential Package
The Non Confidential Package consists of:
 Features Benefits Description
 Issued Patents
 Published Patent Applications (PCT or US)
 Relevant Scientific Published Articles
Send packages electronically!
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29. Sales Calls: the Old Fashion Way
If you haven’t received a response, send a reminder
If they don’t answer you, call them
If they are interested, organize:
 Signature of a NDA (confidentiality agreement)
 Conference call with researchers
 Send unpublished patent applications for their review
 Send unpublished articles and research plans
 Send detailed scientific/technological presentation
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30. Successful Marketing Campaigns
 Target the right audience
 Deliver the right industry specific message
 Focus on benefits to industry
 Know your Technology’s Value Proposition and communicate it in
a concise, clear manner!
“Look at your IP portfolio and group technologies so that they can be
marketed more strategically. A bundle of related innovations is more
attractive than a single technology”.
Sherylle Mills Englander, JD director in the OTIA At the University of
California in Santa Barbara.
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31. Chapter IV. Market Research
A market exists when technology is used as the basis for
products/services that deliver meaningful value to a group of
customers with common needs
Market research can give you answers:
 Do you have a technology or a product?
 Which market to pursue first?
 What is the value proposition?
 What is the largest contribution to end users?
 How big is the opportunity?
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32. Market Research Resources
1. Subscription resources: Hoover’s, D&B, Zoominfo, Science
Direct, Delphion
2. Market Research Firms: Hoovers, Frost and Sullivan, BCC,
Gartner, CorpTech
3. Aggregators: Marketresearch, Insitepro, Recap
4. Free info on the web: Publications, patents, company websites,
government databases
5. Other third neutral parties: Associations, universities,
government labs, etc.
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33. Market Research: intellectual property
Citation analysis:
 Unlicensed patent? Check if it has been cited
 No patent filed? Check for closest matches
 Patent Mapping:
 Analyze your portfolio
 Cluster and find matching patents
 What are the families of assignees?
 What do they focus on?
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34. Patent Sites
 US Patent and Trademark Office: www.uspto.gov
 European Patent Office and the World Intellectual
Property Organization: http://ep.espacenet.com
 IP Digital library: http://ipdl.wipo.int
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35. Science search engines
Life Sciences:
www.biopharma.com
www.clinicaltrials.gov/ct/gui
www.fdcreports.com
www.pharmalicensing.com
www.ncbi.nlm.nih.gov/PubMe
d Physical Sciences:
www.isadirectory.org
www.techsavvy.com
www.globalspec.com
www.sensorsmag.com
www.techreview.com
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36. Company Financial Info
Private Subscription sources:
www.buscom.com; www.business.com
www.corporateinformation.com; www.corptech.com
www.dnb.com/us; www.frost.com
www.gartner.com; www.hoovers.com
www.investorguide.com
US Government Databases
Www.cos.com
www.oit.doe.gov
www.ta.doc.gov/reports.htm
www.sec.gov
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37. And to summarize:
 Define the Value Proposition of your technology by identifying
Features and Benefits
 Communicate the value proposition of the technology to your
potential customers in a simple, precise and concise form
 Design a focused marketing campaign, identifying the right target
markets, the key players and contacts within the company
 Use market research to analyze the market size, spot
opportunities, identify competitors and key players, learn about
your potential licensee.
Marketing Works!
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38. 4 innovation
info@4innovation.com
Elena Canetti - Israel Partner
ecanetti@4-innovation.com