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INNOWATERA Public-Private Innovation Partnership for Better Innovation Support Tools and Delivery Mechanisms in the Water Sector
www.europe-innova.eu/[email protected]
Roy Neijland
Netherlands Water Partnership
Public-private Partnership: 15 Partners from 6 European Countries
The INNOWATER Consortium includes: Public Innovation Agencies Water Associations Technology Specialists Innovation Experts Eco-innovative Cluster Organizations
The INNOWATER Consortium
Barriers relating to lack of access to available innovations, difficulty in
articulating the economic justification, and risk to the end user.
SME
Innovator
Industrial End User
Barriers relating to the lack of understanding of end user needs
(commercial, technical and operational) and procurement behaviour
Market facing
activities
INNOWATER:
A: Provides Business Support to innovative SMEs to successfully bring water technologies to the market
B: Provides Sustainable Water Management Support to water-using industries to support them in identifying and addressing their water consumption challenges
Scientific Isolation
Lack of Research Funding
Proof of Performance Paradox
Inadequate Entrepreneurship Capabilities
Technology Push Paradigm
Return On Investment and Risk Reduction Trap
Lack of Sustainable Finance
Key barriers for Innovators (SMEs)
To support SMEs in creating The Most Appropriate Business Model which reflects the needs of the end user and local market conditions
Expert led (coaching) Business Support
Framework with a focus on concept validation, business model development and commercialization
Target Group: SMEs in the water sector that are in the Early Stages of Commercializing a new product or service
Business Proposition Toolkit (BPT)
MOVIE
Business Proposition Toolkit (BPT)
Scientific Isolation
Lack of Research Funding
Proof of Performance Paradox
Inadequate Entrepreneurship Capabilities
Technology Push Paradigm
Return On Investment and Risk Reduction Trap
Lack of Sustainable Finance
Key barriers for Innovators (SMEs)
Proof of Performance Paradox
8
It is difficult to convince end users to test new technology
Market uptake of an innovation requires proof of performance, endorsement by users
Early adopters ask for guarantees that technology will work, data pilot testing must provide
Conservative industry with limited perception of the added value of being the ‘’first user’’
‘’Proof required for uptake – uptake to provide proof’’
9
Optimize water supply of hospitals
Support from Innowater Set-up separate commercial
entity Feasibility study to allocate
business areas Identification of launching
customer Allocate financial means for
growth
BPT support: concept validation Analysis of potential key applications Analysis of potential
markets/customers Define best test case situation Found location for testing in Hospital
BPT support: concept validation Define competitive advantage Business case calculation &
research case Sales pitch support Provide a test location, proof of
practice
Thickening of liquids by condensation
Inadequate Entrepreneurship Capabilities
10
Small innovative companies often lack a full range of skills needed for business
Planning, prioritizing and financing problems, increase time to market for innovations
Understand and speak the language of customers is needed to advance commercially
First user industries want to do business with (professional) suppliers they can trust
‘’Gather and utilize all necessary capabilities’’
11
Water quality monitoring on site
Support from Innowater Set-up separate commercial
entity Feasibility study to allocate
business areas Identification of launching
customer Allocate financial means for
growth
BPT support: business model development Feasibility study to allocate
business areas Define activities/resources (GAP
analysis) Set-up separate commercial
entity Allocate financial means for
growth
BPT support: business model development Market research (procurement) Develop market approach Training commercial skills Define adequate Value
Proposition AMD
Treatment of Acid Mine Drainage
Technology Push Paradigm
12
Product development from research to market, often lack of market input
Focus on one type of (domestic) customer, disregarding the full potential of technology
New technologies don’t comply with specific needs of users, due to lack of involvement
Technology is transferred from one application to the next without adjustments
‘’Do not push harder, find a leverage’’
13
Blocked sewer detection
Support from Innowater Set-up separate commercial
entity Feasibility study to allocate
business areas Identification of launching
customer Allocate financial means for
growth
BPT support focus: commercialization Market research for product
adjustment Input for market development plan Identify/select commercial partner
in NL Find a potential launching customer
in NL
BPT support: commercialization Development of additional
technology Partnership strategy; launching
customer Customer relation strategy, adjust
approach Identify/select commercial partners
in EU
Ceramic Membranes
Key conclusions BPT support
14
The toolkit is flexible and comprehensive enough to be used for a wide range of companies
There was significant variation in the nature of the support provided, and there is no ‘one size fits all’
The level of maturity and size of the company influences the approach and the potential to add value
It is essential that there is an (engaged) individual that devotes time and effort to the process
8-10 days was optimum to make an impact and deliver a tangible output
Holding sessions over a regular timescale enabled continuation between sessions
Facilitating the Market Access of Innovative Water Technologies
For questions and support, please contact: [email protected]
