Market Research Basics Jack Henkel Business Development Manager

Market Research Basics Jack Henkel, Business Development Manager Andrea Wesser, Business Development Manager

About the Venture Lab § The UCF Venture Lab is a joint initiative between: • UCF Office of Research and Commercialization • UCF College of Business • Orange County, Florida

Our Mission § To provide early-stage entrepreneurs with access to experienced business coaches that can assist them in the prebusiness steps that are critical for the successful launch of technology firms.

Our Services § Coaching – strategy, product/service launch, ----commercialization § Legal Advice – patent law, incorporation, understand contracts, tech transfer § Market Analysis – market assessment, application research, pipeline founding § Financial Planning – revenue models, proper pricing, appropriation of funds § Financial Sourcing – SBIR/STTR search, venture capital raising plan

Resources and Tools § Expert advice from a talented, experienced panel of coaches § Entrepreneurship/Start-Up literature § Workshops § Network of entrepreneurs/investors § Reviewing of start-up documentation § Templates for documentation § Start-up basics templates § Pitch practice and review sessions

Tech. Competitive Analysis § Broad scope technology qualitative comparison (example below): Property Lead Acid Nickel Cadmium (Ni. Cd) Sodium Sulfur (Na. S) Flow Cell Company A: Gen 1 (Lithium ion) Battery Other Lithium ion Batteries Unsafe - toxic Unsafe - Cd Relatively safe Safe Relatively safe Unsafe explosive Energy Density Low Low Highest Mid - High Power High Low High Medium Recharge Speed Slow Rapid Slow – High – temp comp Low Medium Memory Effects No Yes No No Inexpensive Mid Range Expensive Heavy Lighter Heavy Lightest Light Safety Cost Weight NIMH

Tech. Competitive Analysis § Direct competitor quantitative comparison Cathode Voltage Capacity Cycle Life Max Discharge Current Charge-Up Time Op Temp Range Need Pow Man Chip? Withstand soldering? Safe with Lithium? Built-in recharger? In production? Company A Li. Mn 2 O 4 (unannealed) Li. Mn 2 O 4 (annealed) Li. V 2 O 5 Cymbet Li. Co. O 2 3. 5 V 4. 2 V 3. 8 V 2. 5 V 10 u. Ah/cm 2 50 u. Ah/cm 2 N/A >5000 @ 25°C 100 u. A/sec 100 u. A/min 5 - 10 minutes 30 minutes -20°C to +200°C to +70°C No Yes Yes No In-line, RFI/EMI In-line No Yes Infinite Power Solutions Li. Co. O 2 4. 2 V 110 u. Ah/cm 2 5000 @ 25°C N/A N/A Yes No No N/A No Front Edge Tech Li. Co. O 2 4. 2 V 20 u. Ah/cm 2 1000 @ 25°C 75 u. A/min 20 minutes -40°C to +170°C Yes No No N/A No

Patent Analysis § Google Patents (www. google. com/patents) § Good for PDF download, easy to use § USPTO PATFT & PAIR (www. uspto. gov) § Good for accessing latest patents and US patent applications § WIPO Patent Scope (www. wipo. org) § Good foreign patents and hard to find US patent applications § Typically access “Initial publication with ISR”

Bus. Competitive Analysis § Draw info from technology competitive analysis § Management Team § Customers and Partners § Press Releases § SEC filings/Annual Reports § Investors and VC $$ raised § Lawsuits, executive firings, and job postings § Financial Statements § Assets, R & D, Cash Flow, Revenues, etc. § Independent market reports

Bus. Competitive Analysis Company A Explay Light Blue Optics Micron Technology High brightness LCD RGB laser (unknown combiner) Hologram - Liquid Crystal on Silicon illuminated with RGB laser Ferroelectric liquid crystal on silicon (FLCOS) Table 2 - Comparison of Projection Micro. Display Module Companies Production Simplicity of Partners Customers Ready? If not, Fabrication when? N/A Kopin N/A Luminetx Displaytech N/A Citizen, Fujitsu Light Blue Optics Micro. Vision RGB laser with MEMS N/A Texas Instruments DLP Young Optics No, by end of Phase II Very simple No Complex three laser system with beam combination, speckle removal, etc. ("incorporates 11 patent -protected innovations") No Needs three Complex system with lasers, plus No focus three lasers and a LCo. S multiple other holographic projecting necessary active elements in device the optical train Yes, product can be Microdisplay only, not ordered projector Lockheed Martin, No Motorola Foxconn Simplicity of Main Working Competitive Components Advantage Very simple Simplicity, (backlit LCD and size, cost TBD two mirrors) in phase II Yes Needs three lasers, plus No focus multiple other necessary active elements in the optical train Microdisplay only, not projector Needs three lasers, plus multiple other active elements in the optical train Three light Three LED's with DLP sources and projection active mirrors Three lasers combined an active MEMS mirror to create image Very high refresh rate No focus necessary Ready made development kit

Dissection of a competitor § Oakridge Micro-Energy (http: //www. oakridgemicro. com/)

Market Opportunity § Do not need to buy market reports § Search for PR campaign for that report § Make sure you understand what you are reading § Trade Associations make great resources § Trade show content (no need to attend) § Always look for changing standards and regulations on the pipeline § Federal Agencies also have strong resources that are free § Mergers and Acquisitions

Industry Analysis § Visualize Supply Chain § UCF library Resources §Barriers to Entry §Federal Agencies §Blogs (ex. www. seekingalpha. com)

Resources and Tools § Library Resources (www. library. ucf. edu) § IBIS World § Hoovers § Mintel § Lexus Nexus § RDS Business Suite (Business & Industry) § Wall Street Journal § Linkedin. com & Jigsaw

Resources and Tools §Technology Blogs and Websites § www. crunchbase. com (Tech Crunch) § www. gizmodo. com § www. engadget. com § VC and financial info § http: //startup. partnerup. com/category/acquisitions/ § www. finance. yahoo. com § http: //www. private-equity. org. uk

Resources and Tools § Industry Specific Sources § Video Game Industry - www. gamasutra. com § Social Networks – www. mashable. com § Mobile Phones & App Stores § www. admob. com §http: //gigaom. com/ (“app store economy”) §www. appshopper. com

Funding Opportunities § SBIR/STTR § Phase I/Phase II § www. zyn. com §Large Government Grants § www. grants. gov §Government Contracts § www. fedbizopps. gov §Strategic Investors/Partners

Come Visit Us! Office Location: University Tower 12201 Research Pkwy Phone: 407 -823 -1442 http: //www. venturelab. ucf. edu/