ES Technology Limited Technology Commercialization. Krakow 09 September 2012 Edward Scott - ES Technology Limited - 12 Steed Road Waitakere - Auckland - New Zealand - +6421661290
ES Technology Limited Technology Commercialization • Technology - The making, modification, usage, and knowledge of tools, machines and techniques, in order to solve a problem, improve a preexisting solution to a problem and achieve a goal. • Commercialization - The process or cycle of introducing a new product or production method into the market Edward Scott - ES Technology Limited - 12 Steed Road Waitakere - Auckland - New Zealand - +6421661290
ES Technology Limited Technology Commercialization The process of introducing a new product or system into the market using new or improved techniques or tools. Edward Scott - ES Technology Limited - 12 Steed Road Waitakere - Auckland - New Zealand - +6421661290
ES Technology Limited Edward Scott - ES Technology Limited - 12 Steed Road Waitakere - Auckland - New Zealand - +6421661290
ES Technology Limited The Roadmap to Success Edward Scott - ES Technology Limited - 12 Steed Road Waitakere - Auckland - New Zealand - +6421661290
ES Technology Limited The Roadmap to Success 1. Research and Identify the market 2. Find and understand your customers 3. Invent and innovate 4. Protect - patents, trade marks, know how, etc 5. Build a business - Commercialize Edward Scott - ES Technology Limited - 12 Steed Road Waitakere - Auckland - New Zealand - +6421661290
ES Technology Limited 1. Research and Identify the market LEARN THE EASY WAY • • Diversions Traps Pitfalls Avoid learning the hard way Be realistic More than a year Cost millions of dollars Avoid trial and error Edward Scott - ES Technology Limited - 12 Steed Road Waitakere - Auckland - New Zealand - +6421661290
ES Technology Limited Research and Identify the market • • What don't you know? What do you wish you knew then? Most don't realize how difficult it is Most don't understand how long it will take Edward Scott - ES Technology Limited - 12 Steed Road Waitakere - Auckland - New Zealand - +6421661290
ES Technology Limited The process is long, large, expensive, and complex Edward Scott - ES Technology Limited - 12 Steed Road Waitakere - Auckland - New Zealand - +6421661290
ES Technology Limited Are you first? “A hole in the market does not equal an opportunity in the market” • • First to have the idea Opportunity to profit Edward Scott - ES Technology Limited - 12 Steed Road Waitakere - Auckland - New Zealand - +6421661290
ES Technology Limited “Others may have tried and died so avoid the same fate” Edward Scott - ES Technology Limited - 12 Steed Road Waitakere - Auckland - New Zealand - +6421661290
ES Technology Limited Talk to your peers in the industry • • It may have been tried before Past failure may not mean your failure Edward Scott - ES Technology Limited - 12 Steed Road Waitakere - Auckland - New Zealand - +6421661290
ES Technology Limited The Best 1 st Dollar you can spend Edward Scott - ES Technology Limited - 12 Steed Road Waitakere - Auckland - New Zealand - +6421661290
ES Technology Limited The Best 1 st Dollar you can spend • • Patent submissions Invention promotion Advertising that they don’t need or understand Unnecessary inventory Do it right Competent advice Ask for references Interview Sound competent advice Edward Scott - ES Technology Limited - 12 Steed Road Waitakere - Auckland - New Zealand - +6421661290
ES Technology Limited Holistic approach to technology commercialization • • • Manufacturability Economics Marketing Use by customer Market size & growth rate Edward Scott - ES Technology Limited - 12 Steed Road Waitakere - Auckland - New Zealand - +6421661290
ES Technology Limited Good ideas - Bad Products • • Not viable manufacturing techniques Expensive Apprehensive market Ahead of its time Edward Scott - ES Technology Limited - 12 Steed Road Waitakere - Auckland - New Zealand - +6421661290
ES Technology Limited Competitive advantage “The advantage your product has over your competitors” • • • What is it ? Don`t focus on the attributes alone Dominate your competitors Research the market Do your homework - be prepared Understand the rules Edward Scott - ES Technology Limited - 12 Steed Road Waitakere - Auckland - New Zealand - +6421661290
ES Technology Limited Consumer need versus market demand “Is there a need for my invention - NO” • • • Market need Market demand Difference between need and demand Edward Scott - ES Technology Limited - 12 Steed Road Waitakere - Auckland - New Zealand - +6421661290
ES Technology Limited Market - Need Versus Want Q - Why would someone buy something they did not need? A - Because they wanted it Q - Do you know someone who bought something they did not want? A - Of course not Edward Scott - ES Technology Limited - 12 Steed Road Waitakere - Auckland - New Zealand - +6421661290
ES Technology Limited Edward Scott - ES Technology Limited - 12 Steed Road Waitakere - Auckland - New Zealand - +6421661290
ES Technology Limited I want a a car I need Ferrari Edward Scott - ES Technology Limited - 12 Steed Road Waitakere - Auckland - New Zealand - +6421661290
ES Technology Limited Question How can there be a need for a product but no demand for it? Answer If the market is not even aware that the new technology exists. Edward Scott - ES Technology Limited - 12 Steed Road Waitakere - Auckland - New Zealand - +6421661290
ES Technology Limited The “what if” scenario • • • Should I tell anyone? Should I tell everyone? What if no one believes me? “A market need for a technology exists on its own merit. A market demand for a technology must be created” Edward Scott - ES Technology Limited - 12 Steed Road Waitakere - Auckland - New Zealand - +6421661290
ES Technology Limited Ingredients for success • • Find out what your customers want Offer it to them Edward Scott - ES Technology Limited - 12 Steed Road Waitakere - Auckland - New Zealand - +6421661290
ES Technology Limited 2. Find & understand your customers • • Find great customers Do your research Don`t sell to anyone who says the will buy Your customers can kill your business ✴ ✴ ✴ ✴ Unreasonable Habit of non payment Never know what they want Too big for you Push for lower price Reverse engineer your product Go into competition against you Edward Scott - ES Technology Limited - 12 Steed Road Waitakere - Auckland - New Zealand - +6421661290
ES Technology Limited Sustaining your business What to do next? Edward Scott - ES Technology Limited - 12 Steed Road Waitakere - Auckland - New Zealand - +6421661290
ES Technology Limited Staying ahead of your competition • • Customers are restless Customer want more but want to pay less Edward Scott - ES Technology Limited - 12 Steed Road Waitakere - Auckland - New Zealand - +6421661290
ES Technology Limited 3. Innovation is the creation of better or more effective products, processes, services and technologies Edward Scott - ES Technology Limited - 12 Steed Road Waitakere - Auckland - New Zealand - +6421661290
ES Technology Limited Why Innovate ? • Without innovation - your business has no future • The ultimate goal of innovation is to create value in the minds of your customers – whether this is business to business, directly to the end users or consumers. Edward Scott - ES Technology Limited - 12 Steed Road Waitakere - Auckland - New Zealand - +6421661290
ES Technology Limited 4. Protection • • • Patents do not = protection = good business • • 50 granted patents only 1 makes money Should I patent? Only 2% of patent holders make money from their inventions - USPTO 2010 98% fail to make money on their invention Edward Scott - ES Technology Limited - 12 Steed Road Waitakere - Auckland - New Zealand - +6421661290
ES Technology Limited 5. Build your business Turning a new technology into a dominant business • • • Find the IP - The Funnel process The Commercialization Process The Market Edward Scott - ES Technology Limited - 12 Steed Road Waitakere - Auckland - New Zealand - +6421661290
ES Technology Limited Successful Technology Commercialization Edward Scott - ES Technology Limited - 12 Steed Road Waitakere - Auckland - New Zealand - +6421661290
ES Technology Limited The Key to success A Great technology does not = a Great company Edward Scott - ES Technology Limited - 12 Steed Road Waitakere - Auckland - New Zealand - +6421661290
ES Technology Limited “Success is the result of unrelenting Persistence and unbounded optimism” Thank You! Edward Scott ES Technology Limited 12 Steed Road, Waitakere, Auckland New Zealand +6421661290 References: - S. Overhault Edward Scott - ES Technology Limited - 12 Steed Road Waitakere - Auckland - New Zealand - +6421661290
Скачать презентацию ES Technology Limited Technology Commercialization Krakow 09 September
246d949e8af1dc00b683ea6d4416e534.ppt