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
• 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
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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
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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”
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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
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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 1st Dollar you can spend
Edward Scott - ES Technology Limited - 12 Steed Road Waitakere - Auckland - New Zealand - +6421661290
ES Technology Limited
The Best 1st Dollar you can spend
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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
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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
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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”
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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”
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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
I needa aFerrari
car
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
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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
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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
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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
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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
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 ?
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Without innovation - your business has no
future
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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
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Patents do not = protection = good business
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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
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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