1. Technology to Job Mapping © 2014 Robert McNamee & Andrew Maxwell Dr. Robert McNamee Managing Director, Innovation & Entrepreneur Institute Fox School of Business, Temple University Dr. Andrew Maxwell Director Bergeron Entrepreneurs in Science & Technology, Lassonde School of Engineering

2. What is a ‘Technology’? “a manner of accomplishing a task especially using technical processes, methods, or knowledge” – Can [usually] accomplish multiple tasks – Accomplishes each task in specific ways (strength/ weakness) – Multiple alternative technologies can also do the same task TechnologyOriginal Application (Job) Major / Unexpected Application (Job) BotoxTreat StrabismusWrinkle Reduction ViagraHeart DrugImpotence NASA AlgaeOxygenationBaby Formula

3. What is a ‘Job’? A ‘Job’ describes the series of steps that a user engages in to satisfy a need (can be simple activity or complex process). – Customers hire products or services to get a job done – About what they are trying to accomplish (not what they do) – Multiple alternatives ordinarily exist to get the job done Hired Product / ServiceJob / Need MS WordWrite a document Heart MonitorTrack Vitals Scalpel/LaserCut soft tissue Razor/Barber/AestheticianShave / Remove hair http://www.youtube.com/watch?v=f84LymEs67Y

4. Other alternatives usually exist that can also be used to accomplish the original as well as alternative jobs That technology or capability can usually also be applied to accomplish [other] tasks relevant to other jobs Products / Services vs. Technologies & Jobs Product / Service Customer Job Technology / Capability A product or service is built / delivered by applying some technologies or capabilities to do a specific customer job Underlying technologies may be unique or common and the organizations ability to deliver that technology / capability may be strong or weak Sometimes go-to-market barriers or users’ resistance to adopt can drive us to look for alternative applications (jobs)

5. Exercise Process Advice Ask / reframe question to get the group thinking – Question assumptions constantly – Don’t restrict or limit statements / claims unnecessarily Post-It Notes – Write one idea per post-it – Try to write legibly No Judgment / Don’t Filter – Write down anything that seems relevant; don’t trust your memory!!! (including things others say as well as your own thoughts) – Find a spot to place every post-it on the template – Make sure to identify unknowns / unanswered questions as you go – It’s ok to go back to earlier sections to add more ideas Write everything down! Don’t trust your memory!

6. Mapping Tech. to Jobs First Deconstruct Technology – What functions or tasks can the technology accomplish? – Under what conditions can it accomplish these things? (include other unique / interesting aspects of how it does things) – In what instances are these strengths / when might this be good? (also when might this seem like a weakness or seem bad) Second Construct Relevant Jobs – What customer jobs require these functions or tasks? (e.g., what are situations when these tasks are useful) – Which jobs are currently unmet and which have alternatives? (also identify alternatives or competitors when they exist) – What are the advantages of this technology in each job? (consider the complete process within the job and the consumption chain for this product / service vs. alternatives)

7. Engineering solution to rapidly collect air samples Installed on a rocket and rapidly cycles storage canisters Uses medical style syringe + vial w/ membrane closure Used during ascent to collect air samples As the technologist describes the technology write post-it notes (as many as you can)

8. Collects air samples Stores air samples Timestamps air samples Can collect samples on a rapidly moving vehicle Sample collection and analysis / testing steps separated Samples collected over time (and linked to time collected) Could collect samples if the medium to be tested is moving Requires multiple canisters for collection Can only sample air? After identifying aspects of the technology you can identify the core, most important aspects of the technology (part 1b and 2b)

9. When need immediate results (act fast on results) When PPM is too low to be accurately captured in canister When canister cost is too high When your bus. model is linked to selling canisters When changing conditions must be measured When testing / analytical equipment is expensive When time / date info. must be linked to samples PPM thresholds and link to container volume Alternative w/ multiple small filters and storage mechanism Turn a weakness to a strength?

10. Pollution Monitoring (Industrial / Factories) Air Quality Monitoring (Cities / Regions) Drone based (w/ GPS) air sampling over large regions Hospital outbreak tracking (w/ mobile samplers) Pollution and air quality monitoring solutions exist Existing solutions may combine gathering and testing Unclear if alternatives link sample to time / place Unclear if there are any solutions for hospital application Existing solutions combine gathering and testing Common solutions utilize a filter to catch contaminants If testing equipment is expensive this will reduce cost Filters work to detect small amounts but cannot track time

11. Finally, identify two to three applications where the technology seems like it might offer promise: Addresses Salient Customer Need / Job Offers Competitive Advantage Reasonable Technology Development Costs These will be your starting points tomorrow night! Finally, identify two to three applications where the technology seems like it might offer promise: Addresses Salient Customer Need / Job Offers Competitive Advantage Reasonable Technology Development Costs These will be your starting points tomorrow night! Compliance pollution testing outside factories Filter change / storage to add time stamp to existing systems Drone-based air sampling for homeland security