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ES Technology Limited. Technology Commercialization. Krakow 09 September 2012 Edward Scott. Edward Scott - ES Technology Limited - 12 Steed Road Waitakere - Auckland - New Zealand - +6421661290. ES Technology Limited. Technology Commercialization. - PowerPoint PPT Presentation
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Edward Scott - ES Technology Limited - 12 Steed Road Waitakere - Auckland - New Zealand - +6421661290
Technology Commercialization.
Krakow 09 September 2012
Edward Scott
ES Technology Limited
ES Technology Limited
Edward Scott - ES Technology Limited - 12 Steed Road Waitakere - Auckland - New Zealand - +6421661290
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
The process of introducing a new product or system into the market using new or improved techniques or tools.
Technology Commercialization
ES Technology Limited
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
The Roadmap to Success
ES Technology Limited
Edward Scott - ES Technology Limited - 12 Steed Road Waitakere - Auckland - New Zealand - +6421661290
The Roadmap to Success
1. Research and Identify the market2. Find and understand your customers3. Invent and innovate4. Protect - patents, trade marks, know
how, etc5. Build a business - Commercialize
ES Technology Limited
Edward Scott - ES Technology Limited - 12 Steed Road Waitakere - Auckland - New Zealand - +6421661290
1.Research and Identify the market
• Diversions• Traps• Pitfalls
LEARN THE EASY WAY
ES Technology Limited
• 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
• 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
Research and Identify the market
ES Technology Limited
Edward Scott - ES Technology Limited - 12 Steed Road Waitakere - Auckland - New Zealand - +6421661290
The process is long, large, expensive, and complex
ES Technology Limited
Edward Scott - ES Technology Limited - 12 Steed Road Waitakere - Auckland - New Zealand - +6421661290
• First to have the idea• Opportunity to profit
Are you first?
“A hole in the market does not equal an opportunity in the market”
ES Technology Limited
Edward Scott - ES Technology Limited - 12 Steed Road Waitakere - Auckland - New Zealand - +6421661290
“Others may have tried and died so avoid the same fate”
ES Technology Limited
Edward Scott - ES Technology Limited - 12 Steed Road Waitakere - Auckland - New Zealand - +6421661290
Talk to your peers in the industry
• It may have been tried before• Past failure may not mean your failure
ES Technology Limited
Edward Scott - ES Technology Limited - 12 Steed Road Waitakere - Auckland - New Zealand - +6421661290
The Best 1st Dollar you can spend
ES Technology Limited
Edward Scott - ES Technology Limited - 12 Steed Road Waitakere - Auckland - New Zealand - +6421661290
The Best 1st Dollar you can spend
Sound competent advice
• Patent submissions• Invention promotion• Advertising that they don’t need or understand • Unnecessary inventory
ES Technology Limited
• Do it right• Competent
advice• Ask for
references• Interview
Edward Scott - ES Technology Limited - 12 Steed Road Waitakere - Auckland - New Zealand - +6421661290
Holistic approach to technology commercialization
• Manufacturability• Economics• Marketing• Use by customer• Market size & growth rate
ES Technology Limited
Edward Scott - ES Technology Limited - 12 Steed Road Waitakere - Auckland - New Zealand - +6421661290
Good ideas - Bad Products
• Not viable manufacturing techniques
• Expensive• Apprehensive market• Ahead of its time
ES Technology Limited
Edward Scott - ES Technology Limited - 12 Steed Road Waitakere - Auckland - New Zealand - +6421661290
“The advantage your product has over your competitors”
Competitive advantage
• What is it ?• Don`t focus on the attributes alone• Dominate your competitors• Research the market• Do your homework - be prepared• Understand the rules
ES Technology Limited
Edward Scott - ES Technology Limited - 12 Steed Road Waitakere - Auckland - New Zealand - +6421661290
“Is there a need for my invention - NO”
Consumer need versus market demand
• Market need• Market demand• Difference between need and demand
ES Technology Limited
Edward Scott - ES Technology Limited - 12 Steed Road Waitakere - Auckland - New Zealand - +6421661290
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
Market - Need Versus Want
ES Technology Limited
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
I need a carI want a Ferrari
ES Technology Limited
Edward Scott - ES Technology Limited - 12 Steed Road Waitakere - Auckland - New Zealand - +6421661290
ES Technology Limited
How can there be a need for a product but no demand for it?
If the market is not even aware that the new technology exists.
Question
Answer
Edward Scott - ES Technology Limited - 12 Steed Road Waitakere - Auckland - New Zealand - +6421661290
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”
ES Technology Limited
Edward Scott - ES Technology Limited - 12 Steed Road Waitakere - Auckland - New Zealand - +6421661290
Ingredients for success
• Find out what your customers want• Offer it to them
ES Technology Limited
Edward Scott - ES Technology Limited - 12 Steed Road Waitakere - Auckland - New Zealand - +6421661290
• 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
2.Find & understand your customers
ES Technology Limited
Edward Scott - ES Technology Limited - 12 Steed Road Waitakere - Auckland - New Zealand - +6421661290
Sustaining your businessWhat to do next?
ES Technology Limited
Edward Scott - ES Technology Limited - 12 Steed Road Waitakere - Auckland - New Zealand - +6421661290
• Customers are restless• Customer want more but want to pay less
Staying ahead of your competition
ES Technology Limited
Edward Scott - ES Technology Limited - 12 Steed Road Waitakere - Auckland - New Zealand - +6421661290
3. Innovation
ES Technology Limited
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
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.
ES Technology Limited
Edward Scott - ES Technology Limited - 12 Steed Road Waitakere - Auckland - New Zealand - +6421661290
• Patents do not = protection = good business• Should I patent?• Only 2% of patent holders make money from
their inventions - USPTO 2010• 50 granted patents only 1 makes money• 98% fail to make money on their invention
4. Protection
ES Technology Limited
Edward Scott - ES Technology Limited - 12 Steed Road Waitakere - Auckland - New Zealand - +6421661290
Turning a new technology into a dominant business
• Find the IP - The Funnel process• The Commercialization Process• The Market
5. Build your business
ES Technology Limited
Edward Scott - ES Technology Limited - 12 Steed Road Waitakere - Auckland - New Zealand - +6421661290
Successful Technology Commercialization
ES Technology Limited
Edward Scott - ES Technology Limited - 12 Steed Road Waitakere - Auckland - New Zealand - +6421661290
The Key to success
A Great technology does not = a Great company
ES Technology Limited
Edward Scott - ES Technology Limited - 12 Steed Road Waitakere - Auckland - New Zealand - +6421661290
“Success is the result of unrelenting Persistence and unbounded optimism”
Thank You!
References:- S.Overhault
ES Technology Limited
Edward ScottES Technology Limited12 Steed Road,Waitakere, AucklandNew Zealand
+6421661290