How to Make Your University the Technology Source of Choice for Innovation: An Overview of Best Practices

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These slides by Fuentek president Laura Schoppe were part of a panel on technology licensing at universities, presented at the Technology Transfer Society conference in Greensboro, North Carolina, October 2, 2009. This presentation describes several best practices for becoming the “Go To” source for companies looking for technology solutions. These best practices relate to management of the intellectual property (IP) portfolio, effective communication/marketing tools, and deal negotiations.

October 2, 2009
Laura Schoppe
Fuentek, LLC
Karen LeVert
Southeast TechInventures
Kathleen Needham
NASA’s Glenn Research Center
John McEntire
Pacific Northwest National Laboratory
How to Make
Your University the
Technology Source of
Choice for Innovation

Copyright © 2009 Fuentek, LLC. All rights reserved. Fuentek, LLC material designed for presentation purposes only.
Reproduction without prior written permission of Fuentek, LLC is strictly prohibited by law.
Laura A. Schoppe
President and Founder
Fuentek, LLC
http://www.fuentek.com
An Overview
of Best Practices

4
Copyright © 2009 Fuentek, LLC. All rights reserved. Fuentek, LLC material designed for presentation purposes only.
Reproduction without prior written permission of Fuentek, LLC is strictly prohibited by law.
Vetting/Prioritizing
Your Portfolio
• Cost-effective patenting decisions
• Cost-effective marketing dollars
– Where to invest and where to
abandon efforts
– When to be aggressive and when to
be passive
• Efficient communication with potential
licensees/partners
Why vet/prioritize
your technologies

5
Copyright © 2009 Fuentek, LLC. All rights reserved. Fuentek, LLC material designed for presentation purposes only.
Reproduction without prior written permission of Fuentek, LLC is strictly prohibited by law.
Vetting/Prioritizing
Your Portfolio
• Staged/Phased process
– Quick screen first,
then in-depth assessment
– Secondary research first,
then primary/interviews
How to do it

6
Copyright © 2009 Fuentek, LLC. All rights reserved. Fuentek, LLC material designed for presentation purposes only.
Reproduction without prior written permission of Fuentek, LLC is strictly prohibited by law.
Vetting/Prioritizing
Your Portfolio

7
Copyright © 2009 Fuentek, LLC. All rights reserved. Fuentek, LLC material designed for presentation purposes only.
Reproduction without prior written permission of Fuentek, LLC is strictly prohibited by law.
Vetting/Prioritizing
Your Portfolio
• Staged/Phased process
• Consistent, objective criteria
– Key criterion: Fit with market need
– Competitiveness with existing
technologies/products
– Market trends, size
– Regulatory and timing issues
How to do it

8
Copyright © 2009 Fuentek, LLC. All rights reserved. Fuentek, LLC material designed for presentation purposes only.
Reproduction without prior written permission of Fuentek, LLC is strictly prohibited by law.
Effective Communication Tools
udience
Whom are you talking to and
what is important to them?
A
Message
What key point(s) do you
want them to remember?
Mechanism
What is the right tool to convey your message
to this particular audience?
Outcome
What response do you want them to have?
How will you measure your success?
Remember the AMMO

9
Copyright © 2009 Fuentek, LLC. All rights reserved. Fuentek, LLC material designed for presentation purposes only.
Reproduction without prior written permission of Fuentek, LLC is strictly prohibited by law.
Effective Communication Tools
Web site
• Robust content – accurate, updated, detailed
• Organized to suit the user/reader – can also
be an internal tool
• Easy to access and
navigate
• Searchable
• Can be monitored
• Saves printing costs

10
Copyright © 2009 Fuentek, LLC. All rights reserved. Fuentek, LLC material designed for presentation purposes only.
Reproduction without prior written permission of Fuentek, LLC is strictly prohibited by law.
Effective Communication Tools
Direct contact
• Effective use of e-mail – send URLs,
not attachments
• Effective use of
phone calls
– Get to the
right person
– Planned
introduction,
structured interview
– “Carrot” to elicit a response

11
Copyright © 2009 Fuentek, LLC. All rights reserved. Fuentek, LLC material designed for presentation purposes only.
Reproduction without prior written permission of Fuentek, LLC is strictly prohibited by law.
Effective Communication Tools
Publications
• Watch out for
“shelf life”
• Set print runs
carefully –
not too
many/few
• Always make
online versions
available on Web site – self-printing by user
reduces printing costs

12
Copyright © 2009 Fuentek, LLC. All rights reserved. Fuentek, LLC material designed for presentation purposes only.
Reproduction without prior written permission of Fuentek, LLC is strictly prohibited by law.
Effective Communication Tools
Media/PR
• Social:
Blogging, tweeting,
video, podcasting,
webinar
• Traditional:
Press releases,
news/journal articles

13
Copyright © 2009 Fuentek, LLC. All rights reserved. Fuentek, LLC material designed for presentation purposes only.
Reproduction without prior written permission of Fuentek, LLC is strictly prohibited by law.
Effective Communication Tools
Events
• Rules of thumb
for hosting
• Rules of thumb
for attending

14
Copyright © 2009 Fuentek, LLC. All rights reserved. Fuentek, LLC material designed for presentation purposes only.
Reproduction without prior written permission of Fuentek, LLC is strictly prohibited by law.
Creative, Streamlined Deals
• Find the best partner(s), not just first/any partner
– Don’t put all of your
eggs in one basket
– “Open” agreements
allow for new
licensees/partners
• Make it a win-win deal
– Deal must be mutually
beneficial to be truly successful
– Signature is the on-ramp to success,
not the final destination
• Monitor progress
– Address challenges before they become
insurmountable obstacles
Creative

15
Copyright © 2009 Fuentek, LLC. All rights reserved. Fuentek, LLC material designed for presentation purposes only.
Reproduction without prior written permission of Fuentek, LLC is strictly prohibited by law.
Creative, Streamlined Deals
• Use standard forms, checklists
• Clearly outline
your process,
flow
• Leverage
information
technology (IT)
to keep things moving
• Consider revising signature authority
Streamlined

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How to Make Your University the Technology Source of Choice for Innovation: An Overview of Best Practices

1. October 2, 2009 Laura Schoppe Fuentek, LLC Karen LeVert Southeast TechInventures Kathleen Needham NASA’s Glenn Research Center John McEntire Pacific Northwest National Laboratory How to Make Your University the Technology Source of Choice for Innovation

2. Copyright © 2009 Fuentek, LLC. All rights reserved. Fuentek, LLC material designed for presentation purposes only. Reproduction without prior written permission of Fuentek, LLC is strictly prohibited by law. Laura A. Schoppe President and Founder Fuentek, LLC http://www.fuentek.com An Overview of Best Practices

3. Copyright © 2009 Fuentek, LLC. All rights reserved. Fuentek, LLC material designed for presentation purposes only. Reproduction without prior written permission of Fuentek, LLC is strictly prohibited by law. 3 How to Become the “Go To” Source for Technology • Vet/Prioritize your IP portfolio • Develop effective communication tools • Take a creative yet streamlined approach to structuring deals

4. 4 Copyright © 2009 Fuentek, LLC. All rights reserved. Fuentek, LLC material designed for presentation purposes only. Reproduction without prior written permission of Fuentek, LLC is strictly prohibited by law. Vetting/Prioritizing Your Portfolio • Cost-effective patenting decisions • Cost-effective marketing dollars – Where to invest and where to abandon efforts – When to be aggressive and when to be passive • Efficient communication with potential licensees/partners Why vet/prioritize your technologies

5. 5 Copyright © 2009 Fuentek, LLC. All rights reserved. Fuentek, LLC material designed for presentation purposes only. Reproduction without prior written permission of Fuentek, LLC is strictly prohibited by law. Vetting/Prioritizing Your Portfolio • Staged/Phased process – Quick screen first, then in-depth assessment – Secondary research first, then primary/interviews How to do it

6. 6 Copyright © 2009 Fuentek, LLC. All rights reserved. Fuentek, LLC material designed for presentation purposes only. Reproduction without prior written permission of Fuentek, LLC is strictly prohibited by law. Vetting/Prioritizing Your Portfolio

7. 7 Copyright © 2009 Fuentek, LLC. All rights reserved. Fuentek, LLC material designed for presentation purposes only. Reproduction without prior written permission of Fuentek, LLC is strictly prohibited by law. Vetting/Prioritizing Your Portfolio • Staged/Phased process • Consistent, objective criteria – Key criterion: Fit with market need – Competitiveness with existing technologies/products – Market trends, size – Regulatory and timing issues How to do it

8. 8 Copyright © 2009 Fuentek, LLC. All rights reserved. Fuentek, LLC material designed for presentation purposes only. Reproduction without prior written permission of Fuentek, LLC is strictly prohibited by law. Effective Communication Tools udience Whom are you talking to and what is important to them? A Message What key point(s) do you want them to remember? Mechanism What is the right tool to convey your message to this particular audience? Outcome What response do you want them to have? How will you measure your success? Remember the AMMO

9. 9 Copyright © 2009 Fuentek, LLC. All rights reserved. Fuentek, LLC material designed for presentation purposes only. Reproduction without prior written permission of Fuentek, LLC is strictly prohibited by law. Effective Communication Tools Web site • Robust content – accurate, updated, detailed • Organized to suit the user/reader – can also be an internal tool • Easy to access and navigate • Searchable • Can be monitored • Saves printing costs

10. 10 Copyright © 2009 Fuentek, LLC. All rights reserved. Fuentek, LLC material designed for presentation purposes only. Reproduction without prior written permission of Fuentek, LLC is strictly prohibited by law. Effective Communication Tools Direct contact • Effective use of e-mail – send URLs, not attachments • Effective use of phone calls – Get to the right person – Planned introduction, structured interview – “Carrot” to elicit a response

11. 11 Copyright © 2009 Fuentek, LLC. All rights reserved. Fuentek, LLC material designed for presentation purposes only. Reproduction without prior written permission of Fuentek, LLC is strictly prohibited by law. Effective Communication Tools Publications • Watch out for “shelf life” • Set print runs carefully – not too many/few • Always make online versions available on Web site – self-printing by user reduces printing costs

12. 12 Copyright © 2009 Fuentek, LLC. All rights reserved. Fuentek, LLC material designed for presentation purposes only. Reproduction without prior written permission of Fuentek, LLC is strictly prohibited by law. Effective Communication Tools Media/PR • Social: Blogging, tweeting, video, podcasting, webinar • Traditional: Press releases, news/journal articles

13. 13 Copyright © 2009 Fuentek, LLC. All rights reserved. Fuentek, LLC material designed for presentation purposes only. Reproduction without prior written permission of Fuentek, LLC is strictly prohibited by law. Effective Communication Tools Events • Rules of thumb for hosting • Rules of thumb for attending

14. 14 Copyright © 2009 Fuentek, LLC. All rights reserved. Fuentek, LLC material designed for presentation purposes only. Reproduction without prior written permission of Fuentek, LLC is strictly prohibited by law. Creative, Streamlined Deals • Find the best partner(s), not just first/any partner – Don’t put all of your eggs in one basket – “Open” agreements allow for new licensees/partners • Make it a win-win deal – Deal must be mutually beneficial to be truly successful – Signature is the on-ramp to success, not the final destination • Monitor progress – Address challenges before they become insurmountable obstacles Creative

15. 15 Copyright © 2009 Fuentek, LLC. All rights reserved. Fuentek, LLC material designed for presentation purposes only. Reproduction without prior written permission of Fuentek, LLC is strictly prohibited by law. Creative, Streamlined Deals • Use standard forms, checklists • Clearly outline your process, flow • Leverage information technology (IT) to keep things moving • Consider revising signature authority Streamlined

16. Copyright © 2009 Fuentek, LLC. All rights reserved. Fuentek, LLC material designed for presentation purposes only. Reproduction without prior written permission of Fuentek, LLC is strictly prohibited by law. Laura A. Schoppe President and Founder Fuentek, LLC http://www.fuentek.com

How to Make Your University the Technology Source of Choice for Innovation: An Overview of Best Practices

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