1. BA468- Technology Commercialization
WELCOME AND THANKS TO OUR MENTORS
Rob Schneider- Viewership Measurement
Brian Hartman- Fuel Cells
Bill Buckley- Non Contact Capacitance
David Riehl- Joint Laxity
Ray Dandeneau- Citrus Based Insecticide*
Julie Wrazel- *Roving Mentor, stand in for Ray today
Michael Laport- Roving Mentor, will visit us later in the quarter

2. What’s coming Today (1/28) Monday (2/2)
Review Commercialization Options (<20’)
Work session with Mentors (90’)
Assignment: Meet with inventors if you haven’t already
Monday (2/2)
Informal team updates (30’)
SWOT analysis and sample commercialization analysis (30’)
Work Session (50’)
Assignment: Complete SWOT analysis of top two commercialization approaches

3. Background information to cover with Mentor
Logistical details: Expectations, frequency and location of meetings, contact information, etc.
Project technical information: Essence of the invention, what it can and cannot do
Market analysis to date: Target customer, markets, competitors, substitutes

4. Task for Today
Brainstorm two or three commercialization options with your mentor, including
Commercialization approach- spinoff, licensing, or hybrid
Form of your offering
General form- i.e. product, service, “razor blade” model, etc
Specifics of first market entry
Position in the Value chain-
Define elements of value chain, and revenue pool for each
Identify profitable openings
Risk vs benefit- harvest the “low-hanging fruit” or plant a new tree?

5. Spin-off Firm License to Established Firm
General Attributes of Product/Technology
Spin-off Firm
License to
Established Firm
Radical
Incremental
Tacit
Codified
Early Stage
Late Stage
General Purpose
Specific Purpose
Significant Customer Value
Moderate Customer Value
Major Technical Advance
Minor technical advance
Strong IP Protection
Weak IP Protection

6. Commercialization Continuum
Start-up
License-ready
Additional IP needed-
Cross license, acquire, etc
Development needed before licensing to enhance IP value
The grey zone
Strategic alliances
NRE funding for custom engineering
Plan to be acquired
Risk
Potential
Value

8. Let’s get started!!!