What’s Coming
Today (1/21)
 Marketing Presentation and Discussion
– Groups and Patents Announced
– Market Research Background
– Assignment #2- Preliminary Market Research for your IP

In Class Work Session
– Groups meet to discuss preliminary ideas, roles, and
market research
– Market research with team for presentation and written
report due Monday
What’s Coming?


Mon (1/26)
– Presentation & discussion of market research results by
each team (40’)
– In class work session on market definition (40’)
– Short lecture on commercialization options (30’)
Wed (1/28) In class work session with mentors
– Discuss your technology
– Review market results
– Investigate different commercialization options
2009 Class Schedule- Technology Commercialization BA468
1
Mon
5-Jan
2
Wed
7-Jan
Class Intro
3
Mon
12-Jan
4
Wed
14-Jan
5
Wed
21-Jan
12
Mon
16-Feb
7
Wed
28-Jan
8
Mon
2-Feb
9
Wed
4-Feb
10
Mon
9-Feb
(mentors)
IP and Opportunity Assessment
*
*
Inventor Presentations
Select Patents & Form Teams
LB,MM
11
Wed
11-Feb
6
Mon
26-Jan
13
Wed
18-Feb
14
Mon
23-Feb
Commercialization Options
Databases and Marketing Surveys
SWOT & Genl Approach
The Pitch
HP TBD Corp Tech Commercialization
CW, KM
15
Wed
25-Feb
16
Mon
1-Mar
17
Wed
3-Mar
18
Mon
8-Mar
19
Wed
10-Mar
Timeline and Milestones
Finances and VC Expectations
BN
Investor Perspective
PG
(meet w JT)
Prepare Commercialization Plans
Entrepreneur Perspective
Present Commercialization Plans
^
In class
Reviews
^
Portland BRT
Reviews
Patents and Teams
Fuel Cells
Sean Kirkpatrick
Alex Thomsen
Jennifer Villalobos
Jordan Plemmons
Adam Gulledge
Citrus Based
Insecticide
Griffin Caldwell
Tyler Gerding
Keely Heinz
David Mandrell
Brett Hartner
Non-Contact
Capacitance
Cory Donahue
Joseph Imatani
Brian Maloney
Andrea McHugh
Nicholas Papke
Joint Laxity
Alison Grice
Stuart Hodgson
Olof Roos
Nicholas Shaffer
Nicholas Lampert
Viewership Tracking
Carl Hickerson
Jim Holladay
Andrew Pearson
Jason Sperr
Team and Patent AssignmentAppeal Process



Everyone received one of their top three choices
Teams and patent assignments were made attempting to
balance the skills of individual team members as much as
possible
If you are not satisfied with your team or assignment, you
can appeal one of three ways
– find someone on another team who wants to switch
– if all team members agree, you can select another patent from
the OSU portfolio (with TTO approval)
– come see John, or send him an e-mail
Commercialization Plan Development
Based on what
you learn be
prepared to
change your
product ideas!
CUSTOMER
- needs and
motivation
TECHNOLOGY
& PRODUCTcapability and
needed
resources
ENVIRONMENTcompetition and
substitutes
Focus
will be
here
today
Customer vs Consumer
 Not
always the same- in many cases,
the distinction is important
– Consumer: The user of goods or services
 Are
their needs met in a better way by your product?
– Customer: The individual or organization with
decision authority to approve the purchase
 Will
they pay for your product?
Satisfying the Consumer and Customer

Identify your consumer needs. What is the
relative importance of…
 Convenience
& ease of use
 Cost
 Performance
 Maintenance
 Ease
of transition
 Style or brand loyalty

What is the fundamental “dissatisfier” or unmet
need that you have addressed, and have you
compromised other attributes?
Wheels for a High Schooler
Purchase
Cost
10
Operating
Cost
Cool factor
0
Raw
Performance
Maintenance
Safety
Maserati
Electric Car
Ford Taurus
VW Westfalia
When the customer is not the consumer

-
-
This is often the case!
-
Parents purchasing a car for their son
-
Distributor making purchasing decisions for a new energy
drink (it’s all about shelf space)
-
A doctor making choices about use of a new drug or
diagnostic method (why would I change?)
Consumer- “do we have a product?”
Customer- “can we sell our product?”
Customer may have different motivations than
the consumer- “hot buttons”
Team Exercise #1

Meet with your team now (25’)
– Specify the problem solved- EXACTLY what is the
“dissatisfier” or unmet need for one form of your product
or service? Be as specific as possible
– Clarify the consumer and customer. Are they the same?
Describe them in detail
– Speculate on their motivations

What attributes would they consider as users/buyers?

Which attributes are most important?

Where do you need more information? How will you get it?
Competitors and Substitutes



Competitor- offers an alternative product or
service with the same or similar function
Substitute- another way for consumer to satisfy a
specific need
A good marketing plan will understand and
address (not avoid) customer/consumer
acceptance of these alternatives
Competitors and Substitutes
MBA IBP Example- “Integrated Pole
Solutions” Testing telephone poles
with proprietary OSU technology
– Competitors: German acoustic
technology, thump and listen, dig and
examine, etc
– Substitutes: Replace all telephone poles
once every 10 years, repair on failure
Consumer/Customer Choices- general
advice

Avoid “technology infatuation”

Seek information from multiple sources
– Written (e.g. Mintel)
– Real customers
– Phrase questions as tradeoffs, not “yes/no”
questions
– Focus on consumer experience
– Listen for alternative embodiments
Team Exercise #2

Meet with your team now (15’). For your
initial
– Identify competitors and substitutes- EXACTLY what
alternatives do your consumers and customers have? Be
as specific as possible.
– Why would they choose your product/service instead?
Describe the tradeoffs they would make in detail by
choosing your product and why you believe this.
– What additional information do you need to determine if
this is a viable approach?


Are there potential customers or consumers can you talk with
about their general preferences?
Where do you need more information? How will you get it?
Assignment #2- Preliminary Market Study

Before next class (Monday) each team
should complete a “first pass” market
study for at least one product/service
based on of their technology
– Submit an ~3-5 page written report (due 11:59
pm Saturday, 1/24)- email is preferred
– Prepare an ~6-8 min presentation for the class
– This is a graded assignment: presentation and
report will comprise 6% of your grade
Preliminary Market StudySome Elements to Include

Describe the basic technology

Identify Customer/consumer for at least one product
or service embodiment
– Identify as specifically as possible- consumer or B2B, age,
income, etc.
– Identify their “hot buttons”- are they most sensitive to
price, performance, safety, ease-of-use, etc?

Competitors/Substitutes-
– Identify specific companies, replacement technologies
– Substitutes and why your solution is better
Preliminary Market StudyLast, but not least!!


What if market survey shows no
intersection for proposed product?
Don’t be afraid to backtrack…

Brainstorm other markets, forms of product or service
offering.
 Success of a venture does not depend on getting it right
the first time, but adapting to new information and
being flexible to new approaches!
Questions???
Concerns ???