ConceptVision
   A successful way to
    communicate your
technology concept and
its business implications
             Tr...
ConceptVision is ….
a vehicle for communicating ..
• a unified message connecting an
  innovation to a business opportunit...
ConceptVision is not …
classical marketing communications.
• It is directed both externally and
  internally and has multi...
ConceptVision can …
take many forms:
•   document
•   series of targeted documents
•   presentation
•   series of targeted...
Audiences & Sponsors
• Boards, investors, partners and
  advisors
• Chief executive
• Technology executive
• Marketing exe...
Sponsors
• The R&D manager needs to “sell” a
  product concept to peers in marketing,
  sales and/or to the CEO
  – Concep...
Sponsors
• The CEO needs to “sell” a concept to
  the board, investors, alliance partners,
  advisors and other stakeholde...
Sponsors
• The marketing manager needs to
  position a new product among
  competitive offerings with a unified
  message ...
Sponsors
• The sales manager needs a common
  descriptive tool to share with
  salespersons and certain sophisticated
  cu...
What’s in ConceptVision?
 •   Executive summary
 •   Technology description
 •   Applications and benefits
 •   Competitiv...
Executive Summary
• Start with a brief overview
  – New method
  – Applications
  – Prospective markets
  – Business oppor...
Technology Description
• Develop a concise description of
  the new method or new product(s)
  appropriate to a technicall...
Applications and Benefits
 • Identify leading applications
 • Disclose corresponding user
   benefits
 • Maintain a strong...
Competitive Positioning
• Compare the new technology to
  established methods
• Emphasize differences,
  advantages, short...
Market Characterization
 • Identify applicable worldwide or
   regional markets
 • Roughly quantify available market
   po...
Application Notes
• Include significant existing
  publications, ideally authored by
  users
• Include existing unpublishe...
References
• Provide relevant literature citations
• Identify key patents and other IP
• Include links to Internet resourc...
To get started or to learn
    more contact …
 Joseph Kalinowski
 Principal
 Trilogy Associates
 508.359.7806
 jk@trilogya...
Upcoming SlideShare
Loading in …5
×

Trilogy Concept Vision

356 views

Published on

Effectively communicate your business vision to key stakeholders.

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
356
On SlideShare
0
From Embeds
0
Number of Embeds
5
Actions
Shares
0
Downloads
2
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Trilogy Concept Vision

  1. 1. ConceptVision A successful way to communicate your technology concept and its business implications Trilogy Associates Systematic Growth Strategies that Work
  2. 2. ConceptVision is …. a vehicle for communicating .. • a unified message connecting an innovation to a business opportunity .. • to multiple internal and external audiences .. • touting the benefits of your innovation .. • for the purpose of gaining traction for your commercialization program. © 2004-2007 Trilogy Associates 2
  3. 3. ConceptVision is not … classical marketing communications. • It is directed both externally and internally and has multiple purposes. • It contains important technical details appropriate to scientist-users and clinician-users. • It requires substantial and equal skills and attention to business and technical matters. • It amounts to a sophisticated “soft sell”. © 2004-2007 Trilogy Associates 3
  4. 4. ConceptVision can … take many forms: • document • series of targeted documents • presentation • series of targeted presentations • talking points script • trade show storyboard • …and more © 2004-2007 Trilogy Associates 4
  5. 5. Audiences & Sponsors • Boards, investors, partners and advisors • Chief executive • Technology executive • Marketing executive • Sales executive • Customers … all exposed to a unified, convincing message © 2004-2007 Trilogy Associates 5
  6. 6. Sponsors • The R&D manager needs to “sell” a product concept to peers in marketing, sales and/or to the CEO – ConceptVision becomes a justification for launching a development program or commercialization activity – ConceptVision creates the bridge between a new technology and its market/business potential © 2004-2007 Trilogy Associates 6
  7. 7. Sponsors • The CEO needs to “sell” a concept to the board, investors, alliance partners, advisors and other stakeholders to commit capital – ConceptVision describes the business opportunity in concise terms that can be understood by non-experts in the technology – ConceptVision provides a convincing, integrated justification for action © 2004-2007 Trilogy Associates 7
  8. 8. Sponsors • The marketing manager needs to position a new product among competitive offerings with a unified message delivered to all – ConceptVision translates technology features to potential user benefits and highlights competitive differences – ConceptVision justifies committing marketing and sales resources – ConceptVision informs distribution partners © 2004-2007 Trilogy Associates 8
  9. 9. Sponsors • The sales manager needs a common descriptive tool to share with salespersons and certain sophisticated customers – ConceptVision becomes an effective, consistent training vehicle for non-experts in the technology – ConceptVision, or excerpts therefrom, can be shared with certain customers to help close “concept” sales © 2004-2007 Trilogy Associates 9
  10. 10. What’s in ConceptVision? • Executive summary • Technology description • Applications and benefits • Competitive positioning • Market characterization • Application notes • References © 2004-2007 Trilogy Associates 10
  11. 11. Executive Summary • Start with a brief overview – New method – Applications – Prospective markets – Business opportunity © 2004-2007 Trilogy Associates 11
  12. 12. Technology Description • Develop a concise description of the new method or new product(s) appropriate to a technically trained non-expert • Appeal to the scientist or clinician • Avoid “sales speak” © 2004-2007 Trilogy Associates 12
  13. 13. Applications and Benefits • Identify leading applications • Disclose corresponding user benefits • Maintain a strong user orientation © 2004-2007 Trilogy Associates 13
  14. 14. Competitive Positioning • Compare the new technology to established methods • Emphasize differences, advantages, shortcomings and relative costs of purchase and use • Translate advantages to incremental value • Identify leading competitors © 2004-2007 Trilogy Associates 14
  15. 15. Market Characterization • Identify applicable worldwide or regional markets • Roughly quantify available market potential • Address customer accessibility challenges and requirements © 2004-2007 Trilogy Associates 15
  16. 16. Application Notes • Include significant existing publications, ideally authored by users • Include existing unpublished details on leading applications • Include user endorsements if available © 2004-2007 Trilogy Associates 16
  17. 17. References • Provide relevant literature citations • Identify key patents and other IP • Include links to Internet resources providing useful background © 2004-2007 Trilogy Associates 17
  18. 18. To get started or to learn more contact … Joseph Kalinowski Principal Trilogy Associates 508.359.7806 jk@trilogyassociates.com www.trilogyassociates.com © 2004-2007 Trilogy Associates 18

×