The document provides templates for technological marketing studies and partner analyses used by the Commissariat à l’énergie atomique (CEA). The templates include specifications for marketing studies to analyze functions, applications, and markets of innovative technologies. A second template provides a framework for 48-hour analyses of potential industrial partners. Both studies identify business needs and support technology transfer. The templates were tested by Imperial College Business School and found to be comparable to their entrepreneurial market research approach, with some suggested modifications like integrating business models and in-market testing.

1. Templates for Technological Marketing
FITT
– Fostering Interregional Exchange in ICT Technology Transfer –
www.FITT-for-Innovation.eu
Except where otherwise noted, this work is licensed under a Creative Commons Attribution 3.0 License.

2. Templates for Technological Marketing
 Within the Commissariat à l’énergie atomique (CEA) specialised in energy, health
technologies, ICT and defense R&D, the marketing department provides support
in market research and business development to the research teams. One of its
missions is the realisation of strategic marketing studies upon request.
 Two templates related to marketing are provided here:
 Specifications for marketing studies, to be drafted jointly by the “Bureau
d’Etudes Marketing” (BEM) and the laboratory concerned
 Template for ’48 hour flash’ analysis of industrial partner
 Generic case : the templates can be adapted by other technology transfer offices.
Partner Logo
2 | 05.01.2009
April 2011 TemplatesName / Event
for Technological Marketing

3. Templates for Technological Marketing
 Technological marketing can be defined as “marketing for markets that do not exist
yet”. The marketing studies analyse the functions of a technology, identify
applications and potential markets, as well as parts of the market to be explored.
Innovative technologies coming from the labs are upstream customers’ expectations.
 ‘48h flash” partner analysis gathers data on a company, supporting the lab strategy
on partnerships for instance.
 Both studies are key elements of CEA’s methodology, delivering a combination a
business needs ‘pull’ and technology ‘push’.
 Stakeholders involved :
• laboratory commissioning the study
• marketing engineers of the BEM performing the study
• third parties to be interviewed (researchers, experts, industrials)
Partner Logo
3 | 05.01.2009
April 2011 TemplatesName / Event
for Technological Marketing

4. Process of technological marketing studies at
Pre-study CEA
Agreement
• Definition of the issue, scope of the study
Specifications • Objectives, expected results, timing, cost Template for specifications
Preliminary analysis
• Value chain, segmentation, legislation
Phase 1 : • Way to find information
Data collection • Interview guide, doc of presentation,,….
Interviews
• Face to face, phone, focus group
Study
Phase 2
:interviews
Synthesis and data analysis
• Minutes of the interviews
Phase 3 : • Market segmentation
Synthesis • Demand and offer analysis
• Recommendations
Post-study
After the study
• Satisfaction questionnaire directly after the presentation of the study and also 4 months later
Follow up and • Letters to the interviewed TTO thanks them
satisfaction • Follow up of the contacts and of the action plan decided
Partner Logo
4 | 05.01.2009
April 2011 TemplatesName / Event
for Technological Marketing
4

5. Template for marketing study specifications (1)
Marketing study « XXX » Objective: detailed analysis
Date: of a technology to identify
Objet: Marketing Study applications/potential markets
From: Marketing manager and foster the transfer.
To: Laboratory commissioning the study
31 studies performed by CEA
BEM in 2008
1. CONTEXT OF THE STUDY
1) The market of …
2) Stakes for the research organisation …
3) Project team
Pilot laboratory and associate labs, names of the persons involved
2. OBJECTIVE OF THE STUDY
Partner Logo
5 | 05.01.2009
April 2011 TemplatesName / Event
for Technological Marketing

6. Template for marketing study specifications (2)
3. METHODOLOGY AND DELIVERABLES
1) Phase 1 : analysis
 Launch:
 Duration:
 Realisation:
 Supervision:
 This phase of the study will target/help to….
 Deliverables:
- List of stakeholders to contact during phase 2
- Interview guide
- Presentation for the stakeholders interviewed in phase 2
- X
2) Phase 2 : field work
 Duration:
 Realisation:
 Supervision:
 Deliverables:
- Regularly communicate the information gathered from industrials
- Minutes of the interviews
- Meeting when 2/3 of the interviews is completed
- X
2) Phase 3 : synthesis
 Duration:
 Realisation:
 Supervision:
 This final phase of the study will target/help to….
 Deliverables:
- Final presentation of the results and conclusions of the study
- Final report (PowerPoint format)
Partner Logo
6 | 05.01.2009
April 2011 TemplatesName / Event
for Technological Marketing

7. Template for marketing study specifications (3)
4. MEANS AND TIMING
1) Planning
 Duration:
 Realisation:
 Supervision:
 Launch date:
 End date:
2) Costs
Partner Logo
7 | 05.01.2009
April 2011 TemplatesName / Event
for Technological Marketing

8. Template for partner analysis (1)
Objective: data collection on
Partner information [Insert name of the company]
a company to support the
Date:
Person/ Unit ordering the analysis:
commercial actions of the labs
Realisation: 59 partner analysis performed
Diffusion: by CEA BEM in 2008
SIREN number (French registration code for
companies)
Address
Phone number
Fax
Stock exchange quotation/ cotation en bourse
Legal status/ forme juridique
Capital stock/ capital social
Board chairman/ président du CA
2009 workforce/ effectif
2009 turnover/ chiffre d’affaires
Partner Logo
8 | 05.01.2009
April 2011 TemplatesName / Event
for Technological Marketing

9. Template for partner analysis (2)
Website of the company:
1. CONTEXT
The company X is interacting with the [own research organisation] within the framework of… in order to….
2. COMPANY HISTORY
Source:
3. FINANCIAL ORGANISATION
1) Leaders
Name Title
Source:
Partner Logo
9 | 05.01.2009
April 2011 TemplatesName / Event
for Technological Marketing

10. Template for partner analysis (3)
2) Shareholding
Name %
Source:
3) Subsidiaries
Name Country
Source:
Partner Logo
10 | 05.01.2009
April 2011 TemplatesName / Event
for Technological Marketing

11. Template for partner analysis (4)
4) ORGANISATION AND ACTIVITIES
1) Organisation (division, business unit etc.)
Schema:
Source:
2) Presentation of the activity/ products
Products:
Services:
The turnover is distributed among the business units for year X, as follows:
Source:
5. POSITIONING ON THE MARKET
1) Clients
Source:
2) Partnerships
Industrial partners:
R&D partners:
Source:
Competition/ market shares:
 Global positioning
Source:
 Positioning of the main products
Source:
Partner Logo
11 | 05.01.2009
April 2011 TemplatesName / Event
for Technological Marketing

12. Template for partner analysis (6)
3) Geographical repartition of main indicators
 Geographical repartition of turnover
Source
 Geographical repartition of workforce
Source
 Geographical repartition of the production zones
Source
4) R&D investments
 R&D investments
Source
 Geographical repartition of R&D
Source
5) Strategy
5) Memorable facts
6) CONCLUSION
Partner Logo
12 | 05.01.2009
April 2011 TemplatesName / Event
for Technological Marketing

13. Templates for technological marketing:
tested by Imperial College Business School (ICBS)
Context :
 The IE&D program is part of an MBA course. Students embark on a live entrepreneurial
journey and investigate the commercial potential of their own idea or one being
developed by Imperial Innovations or Innovations Royal College of Art
Difference in context:
 IE&D: pedagogical context
Objective: value the IPR of the IE&D projects
Modification of the practice needed before testing:
 The calendar of the IE&D program does not allow to conduct a full market research by
the students and no budget is available to outsource their market research
 The coaches compared the templates for technological marketing with the approach
normally used during the workshops to conduct entrepreneurial market research
Partner Logo
13 | 05.01.2009
April 2011 TemplatesName / Event
for Technological Marketing

14. Lessons learned
Remarks after testing:
 The approach used in the templates of marketing are very comparable to the approach
used by ICBS
 The fact that a similar approach is used in ICBS adds to the validity of the approach
explained in the templates for technological marketing
 Making use of a specialized external agency/specific department is beneficial for
following reasons:
 Experienced in this type of market research
 Fine-tuned method
 Access to network
Suggested Changes: it would be useful to include following topics in analysis:
 Business model as a function of value chain and appropriability
 Integrate in-market testing aspect (prototype and user centric design)
Partner Logo
14 | 05.01.2009
April 2011 TemplatesName / Event
for Technological Marketing

15. Suggested Readings
 Links to code book
Technological marketing; Innovation marketing, Strategic marketing, Marketing study, Technology positioning
Company profile/ analysis
 Link to related websites
http://www.cea.fr/english_portal
Partner Logo
15 | 05.01.2009
April 2011 TemplatesName / Event
for Technological Marketing