Market Research BasicsMarket Research Basics

Jack Henkel, Business Development Manager Jack Henkel, Business Development Manager Andrea Wesser, Business Development ManagerAndrea Wesser, Business Development Manager

The UCF Venture Lab is a joint initiative between:

• UCF Office of Research and Commercialization

• UCF College of Business

• Orange County, Florida

About the Venture LabAbout the Venture Lab

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

Our MissionOur Mission

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

Our ServicesOur Services

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

Resources and ToolsResources and Tools

Broad scope technology qualitative comparison (example below):

Tech. Competitive AnalysisTech. Competitive Analysis

Property Lead Acid

Nickel Cadmium

(NiCd)

NIMH Sodium Sulfur (NaS)

Flow Cell Company A:Gen 1 (Lithium

ion) Battery

Other Lithium ion

Batteries

Safety Unsafe - toxic Unsafe - CdRelatively

safeSafe Safe Relatively safe

Unsafe - explosive

Energy Density

Low Low Low High Low Highest Mid - High

Power High High High Low High Medium Medium

Recharge Speed

Slow RapidSlow – High – temp comp

Low Medium Medium Medium

Memory Effects

No Yes Yes No No No No

Cost Inexpensive Inexpensive Mid Range Expensive Expensive Mid Range Expensive

Weight Heavy Heavy Heavy Lighter Heavy Lightest Light

Direct competitor quantitative comparison

Tech. Competitive AnalysisTech. Competitive Analysis

Company A Cymbet Infinite Power Solutions Front Edge Tech

Cathode

LiMn2O4 (unannealed) LiMn2O4 (annealed)

LiCoO2 LiCoO2 LiCoO2 LiV2O5

Voltage

3.5V 4.2V

2.5V 3.8V 4.2V 4.2VCapacity 10 uAh/cm2 50 uAh/cm2 110 uAh/cm2 20 uAh/cm2Cycle Life N/A >5000 @ 25°C 5000 @ 25°C 1000 @ 25°C

Max Discharge Current 100 uA/sec 100 uA/min N/A 75 uA/minCharge-Up Time 5 - 10 minutes 30 minutes N/A 20 minutesOp Temp Range -20°C to +200°C 0°C to +70°C N/A -40°C to +170°C

Need Pow Man Chip? No Yes Yes YesWithstand soldering? Yes Yes No No

Safe with Lithium? Yes No No NoBuilt-in recharger? In-line, RFI/EMI In-line N/A N/A

In production? No Yes No No

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 for foreign patents and hard to find US patent applications Typically access “Initial publication with ISR”

Patent AnalysisPatent Analysis

Bus. Competitive AnalysisBus. 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 AnalysisBus. Competitive AnalysisTable 2 - Comparison of Projection MicroDisplay Module Companies

  Technology Partners CustomersProduction

Ready? If not, when?

Simplicity of Fabrication

Simplicity of Working

Components

Main Competitive Advantage

Company AHigh

brightness LCD

N/A N/ANo, by end of Phase II

Very simpleVery simple (backlit LCD and two mirrors)

Simplicity, size, cost TBD in phase II

ExplayRGB laser (unknown combiner)

Kopin Luminetx No

Complex three laser system with beam combination, speckle removal, etc. ("incorporates 11 patent-protected innovations")

Needs three lasers, plus multiple other active elements in the optical train

No focus necessary

Light Blue Optics

Hologram - Liquid Crystal

on Silicon illuminated with RGB

laser

Displaytech N/A No

Complex system with three lasers and a LCoS holographic projecting device

Needs three lasers, plus multiple other active elements in the optical train

No focus necessary

Micron

Ferroelectric liquid crystal

on silicon (FLCOS)

Citizen, Fujitsu

Light Blue OpticsYes, product can be ordered

Microdisplay only, not projector

Microdisplay only, not projector

Very high refresh rate

MicroVisionRGB laser

with MEMSN/A

Lockheed Martin, Motorola

NoThree lasers combined and an active MEMS mirror to create image

Needs three lasers, plus multiple other active elements in the optical train

No focus necessary

Texas Instruments

DLP Young Optics Foxconn YesThree LED's with DLP projection

Three light sources and active mirrors

Ready made development kit

Dissection of a competitor Dissection of a competitor

Oakridge Micro-Energy (http://www.oakridgemicro.com/)

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

Market OpportunityMarket Opportunity

Visualize Supply Chain UCF library Resources

Barriers to EntryFederal AgenciesBlogs (ex. www.seekingalpha.com)

Industry AnalysisIndustry Analysis

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 ToolsResources 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 ToolsResources and Tools

Industry Specific Sources Video Game Industry - www.gamasutra.com Social Networks – www.mashable.com Mobile Phones & App Stores

www.admob.comhttp://gigaom.com/ (“app store economy”)www.appshopper.com

Resources and ToolsResources and Tools

SBIR/STTR Phase I/Phase II www.zyn.com

Large Government Grants www.grants.gov

Government Contracts www.fedbizopps.gov

Strategic Investors/Partners

Funding OpportunitiesFunding Opportunities

Office Location:Office Location: University TowerUniversity Tower12201 Research Pkwy12201 Research Pkwy

Phone:Phone: 407-823-1442 407-823-1442

http://www.venturelab.ucf.edu/http://www.venturelab.ucf.edu/

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