ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION. RESEARCH CONSULTING Technological Entrepreneurship Yonah Alexandre Bronstein, PhD alex_bronstein@ieee.org Session 4 Bring PATENT ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION. ©2008 ASTAV, inc. – Confidential & Proprietary – Contact Research@ASTAV.net for pricing.

ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION. Session Outline Homework from Previous Session Administrative Stuff Chapter 3: Art of Pitching Patents… ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION. ©2008 ASTAV, inc. – Confidential & Proprietary – Contact Research@ASTAV.net for pricing.

ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION. Homework… Read Chapter 3 (and see LifeInsurance video) and APPLY Chapter 2 to “The Project”: Figure out (1st try) Positioning Create a 20 second Elevator Pitch for your Start Up, and add it to the text file (below student names, ID’s, etc..) ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION. ©2008 ASTAV, inc. – Confidential & Proprietary – Contact Research@ASTAV.net for pricing.

ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION. Ch.2: “Elevator Pitch” Concept: for 30 seconds, captive audience in elevator  Example “Bugs Bunny / Road Runner” Wile E. Coyote says: “Allow me to introduce myself. My name is Wile E. Coyote… Genius. I am not selling anything, nor am I working my way through college, so let’s get down to cases. You are a rabbit, and I am going to eat you for supper. Now, don’t try to get away! I am more muscular, more cunning, faster, and larger than you are… and I’m a genius. Why, you could hardly pass the entrance examinations to kindergarten. So, I’ll give you the customary two minutes to say your prayers.” Students’ turn… ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION. ©2008 ASTAV, inc. – Confidential & Proprietary – Contact Research@ASTAV.net for pricing.

ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION. Administrative Stuff Final Project: Investor “packet” for your Start-Up: Investor Presentation (.ppt) Executive Summary (.doc) Business Log (.txt) Team (name, Ids) & Business Name, Meaning, Mantra, TagLine, Positioning & Elevator Pitch Real World Progress (2nd half of the semester) ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION. ©2008 ASTAV, inc. – Confidential & Proprietary – Contact Research@ASTAV.net for pricing.

ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION. Ch.3: Pitching Baseball term Definition: speaking to influence (very goal oriented) ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION. ©2008 ASTAV, inc. – Confidential & Proprietary – Contact Research@ASTAV.net for pricing.

ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION. Ch.3: How? Fast start (explain yourself in 1st minute) Explain relevance (“for instance…”) Listen to audience reaction Repeat… KEY is E-Motion (so it’s Marketing) but it also has to be True (because to convince others you need to believe it) ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION. ©2008 ASTAV, inc. – Confidential & Proprietary – Contact Research@ASTAV.net for pricing.

ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION. Ch.3: Crucial details Pre-meeting research (background / current efforts) 1000 ft (not in the sky, not on the ground) Take notes on feedback (extra credit) Follow through All this creates a meaningful dialogue, while creating strong impressions , which is all people have in the absence of facts… KEY is E-Motion (so it’s Marketing) but it also has to be True (because to convince others you need to believe it) ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION. ©2008 ASTAV, inc. – Confidential & Proprietary – Contact Research@ASTAV.net for pricing.

ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION. Ch.3: Kawasaki Format 10 slides 20 minutes 30 point font Can vary, but there is wisdom in this format... (In particular, “Want more details? Let’s schedule another meeting with the appropriate people…”) ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION. ©2008 ASTAV, inc. – Confidential & Proprietary – Contact Research@ASTAV.net for pricing.

ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION. Ch. 3: Investor Pitch Title (organization name, your name & title, contact info) Problem (pain that you alleviate, get attention from audience) Solution (how you alleviate the pain, what you sell) Business Model (how you make money, channels, margins) Underlying Magic (technology/secret sauce – pictures > text, Hints!) Marketing & Sales (how are you going to reach your customers?) Competitive Analysis (complete view of the landscape) Management Team (management, board of directors/advisors) Financial Projections (5 year forecast, $$ and metrics: customer #, …) Status, Timeline, Use of Funds (what will you do with investor $) ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION. ©2008 ASTAV, inc. – Confidential & Proprietary – Contact Research@ASTAV.net for pricing.

ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION. Ch. 3: Customer Pitch Title (organization name, your name & title, contact info) Problem (pain that you alleviate, get attention from audience) Solution (how you alleviate the pain, what you sell) Sales Model (what you sell and value proposition) Underlying Magic (technology/secret sauce – pictures > text, Hints!) Live Demo (“1 good demo = 1000 slides if you can do a good one…”) Competitive Analysis (complete view of the landscape) Management Team (management, board of directors/advisors) Call to ACTION (Trial Period? Test installation?) ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION. ©2008 ASTAV, inc. – Confidential & Proprietary – Contact Research@ASTAV.net for pricing.

ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION. Ch.3: CS Angle? RESIST the temptation to talk technical! Scientists/Engineers are excited about having found the solution Investors/Customers are excited about making $$$ For the technical slide: Do not give the “secret sauce” away, even under NDA Give the Gist [Remez] (either in words or pictures) Add 3rd party evidence that it works (higher credibility) Examples after break: ASTAV & CelloLeash… ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION. ©2008 ASTAV, inc. – Confidential & Proprietary – Contact Research@ASTAV.net for pricing.

ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION. Q & A ? For Next Session? “The Project”: 1st draft of Investor pitch (<TBD’s> ok) Help: early ASTAV Investor pitch & CelloLeash pitch (ok to copy/edit to avoid “white page lock-up”) “The Art of the Start”: prepare Chapter 4 Half way there… ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION. ©2008 ASTAV, inc. – Confidential & Proprietary – Contact Research@ASTAV.net for pricing.

ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION. Patents… General concept of IP protection Provisional vs. with-Claims ‘Patent Pending' vs. ‘Patent Number ,,,' US filing vs. Israel filing PCT & International Extension Pricing (initial & on-going prosecution, pre- vs. post- investors) Personal Experience: ASTAV… ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION. ©2008 ASTAV, inc. – Confidential & Proprietary – Contact Research@ASTAV.net for pricing.