1. UTEN Methodologies for Market-Driven Assessment Cliff Zintgraff Program Manager UTEN@Austin Heath Naquin Assessment Team Lead UTEN@Austin

2. What does the global (or local) market think of your technology?

3. Quicklook: Our Challenge We want to obtain market information and identify commercialization opportunities for our technologies. Approach: Perform a Quicklook  To uncover the voice of the market

4. Marketing: STP  Segmentation  Targeting  Positioning Exercise: A pink mobile gaming platform for patent examiners.

5. How The Quicklook Works The Quicklook applies  Fundamental marketing concepts +  Fundamental networking concepts (“degrees of separation”) +  A primary research focus to uncover the “Voice of the Market.”

6. How It Works 1.We create a Technology Description with a brutal focus on features, benefits and progress-to-date from the perspective of people in our market. 2.Using our networks and other leads from research, we interview people in our potential market/s.  Customers, End Users, Partners, Validators, Investors

7. How It Works 3.We let those people lead us to the right people – usually requires 8-12 interviews. 4.From interview results, we identify, in the positive and negative, opportunities and go-to-market strategies for our technologies/ventures.

8. Results When we are done, we have  Authoritative understanding of the “Voice of the Market”  Initial understanding of the size of the market opportunity  Through our analysis, initial go-to- market strategies, and  If our opportunity is good, real resources in the form of contacts in our market.

9. Technology Description 1.Is essentially an Elevator Pitch 2.Purpose is to attract attention 3.Maximum one page, shorter if possible

10. Description Elements 1.Lay-person description of technology 2.The market’s problem 3.Your solution 4.Who it benefits, and how -- “ Aspirin is better than vitamins” 5.Accomplishments / ongoing activities

11. The technology is a sensor to measure biofilm and other deposits that form on pipes, ducts and other industrial equipment of a fluid network. Undesired biofilms and deposits are major issues in many types of industrial plants that handle fluids. They are formed during fluid processing, and must be cleaned out periodically to ensure that the process runs properly. An effective sensor determines when and how the system should be cleaned, as well as when the cleaning process is complete. Optimizing cleaning procedures results in short operational cycles, less energy consumption, less environmental impact, and considerable savings.

12. Using a patented sensing technology that detects changes in the vibration of surface waves and the resonant frequency of the system, this product offers several advantages over competitive technologies available, including:  Provides information on the amount of deposit  Provides real-time information  Non-intrusive: It is placed on the outside of pipes, avoiding product contamination and allowing use on existing piping systems in an operating industrial plant.  Can be used on any type of industrial surface materials  Easy to operate by non-specialists  Less expensive to purchase and maintain  Provides integrated information of the deposit formed on a significant surface area, minimizing the risk of misinterpretations

13. The sensor has been successfully tested in water, milk and personal care products in the lab. It is now being tested in an active beverage plant and in an industrial water cooling plant. The back-end processing power is currently a PC, but a small processing platform is being developed from existing technology. The product should be widely applicable to food processing, drinking water systems, personal care products, refineries, petrochemical plants and paper producing industries.

14. Analysis Do you know anything about this field? Who could we call? What did we learn?

15. Interviews Assertions:  You do not / cannot know all the barriers for your technology  You do not / cannot know all the benefits  There are 2-3 deep experts whose insight is crucial to your effort

16. Interviews Start with:  Your network  Your immediate network’s network  Researchers / Professors  Associations  Others?

17. Pitch to Your Neighbor

18. Pitch to An Expert

19. UTEN Methodologies for Market-Driven Assessment Cliff Zintgraff Program Manager UTEN@Austin Heath Naquin Assessment Team Lead UTEN@Austin