（別紙 1）
Draft Outline for von Liebig Center Program
2 Week University of Osaka
(Topics are 1 session unless otherwise designated. A session is 3 hours, morning or afternoon.
Exact order and topics to be determined before the program begins)
Speakers will include:
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Von Liebig Center Advisors and Mentors
Local Entrepreneurs
Investors
IP experts
Sponsors Japan:
http://edgeprogram.jp/about/?locale=en
http://www.uic.osaka-u.ac.jp/led/en/
Sponsors US:
http://www.jacobsschool.ucsd.edu/vonliebig/about/mission.sfe
http://globalconnect.ucsd.edu/
Lead Instructor:
http://www.jacobsschool.ucsd.edu/vonliebig/about/about_team/JMasters.shtml
1. Introduction and Overview of the Schedule
a. Objectives
b. Schedule
c. Teams
2. Innovation/Inspiration
a. Innovation drives economic growth
b. Value Creation Milestones
c. Innovation Eco-system
d. Case study: Thomas Edison
e. Innovation Context. Case Study: Bluetooth
f. Students present their identified problems to solve and technologies to develop
g. Start to work on developing the ideas.
h. 3-4 technologies selected to continue development throughout the program.
i. Teams formed: same team for remainder of session
3. The Art of the Pitch – Learning to Connect with Your Audience
a. Different lengths the reasons for pitching
b. Know your audience, tell the story
c. Topics to be covered
i. Problem
ii. Customer
iii. Solution
iv. Technology
v. Team
4. Customer Development Module (2 Sessions) – Understanding the Customer’s Problem
a. Importance of customer
b. Interview techniques
c. Interview exercises and guidance. Students interview each other and instructors
d. Evaluating the information
e. Case studies
f. Finding your customers – who to speak with, how to contact them
g. Understanding your value proposition
h. Getting to product-market fit
i. Bringing innovative products to market
i. Evaluating the technology and IP.
ii. Typical process and terms, case study
iii. Make or license?: Innovation dilemma and need for development
j. The pivot
5. Human Centered Design Module (2 Sessions) – Creative Approach to Problem-Solving
a. DD Studio (San Diego based product design studio. www.ddstudio.com )
b. Drawing and design exercises
c. How is your customer using solutions?
d. Experience Design Methodology
e. Group Exercise working on the students own projects and ideas
6. Marketing Module (2 Sessions) How Big is Your Business?
a. How to size your market (TAM, SAM)
b. Understanding the Competition/Competitive Matrix
c. SWOT analysis and competitive environment.
d. Sales projections
e. Customer acquisition costs
f. Distribution alternatives
g. Work on team marketing analyses and plans
7. Building a Great Team
a. Key skill sets
b. Advisors
c. Board members
d. Compensation models
8. Business/Revenue Models + Strategic Metrics Module (2 sessions) Understanding
how a Venture is Sustainable.
a. Finance 101: Balance Sheet and Income statements
b. Basic financial terms
c. Key Metrics
d. Business/Revenue models
e. Getting value from Innovation
f. Case Studies
g. Cost Structure and Revenue Streams
h. Financial feasibility
i. Making a financial projection
j. Traction and Value Creation Points
1. Plan/vision/concept
2. Management
3. Advisors
4. IP
5. Prototype
6. Customer interest
7. Customer revenue
8. Funding event
9. Site Visits: Perspectives on Challenges and Opportunities
a. Visits to local companies
b. How did they start?
c. Keys to success
d. Mistakes made
10. Intellectual Property (IP) Module (2 Sessions) Protecting Your Business
a. IP Basics:
i. What is IP?
ii. Inventorship versus Ownership
iii. Filing process
b. Conducting a Prior Art Search
c. IP Strategies
d. Patenting rules and issues
e. First to File
f. Overview of Japanese Patent rules
g. Patent litigation and how to avoid it
h. Patent pools and revenue sharing
i. Cross-licensing agreements, terms
j. Case studies
k. Issues in licensing University IP
l. Differences between US and Japanese patent systems.
m. Regulations affecting inventor compensation (which exist in Japan, but not in the
U.S.).
n. Standards-related patent issues
o. FRAND licensing (and why it is a fiction).
11. Partnering with Large Companies
a. Contextual Marketing
b. Advantages/Disadvantages
c. Process
d. Agreement structure
e. Team formation
f. How to approach large companies
g. Case Study: Global Holonetics and Philip Morris, Continental Can
h. Case Study: Clairvoyante and Samsung
i. Case Study: Gridcore and Nihon Cement
j. Closing the deal
12. Venture Panel: Pitching to the Professionals
a. Presentations to panel by student groups
b. Feedback and questions
c. Topics in early stage investing: from both sides.