4. Agreeing Common Objectives You need to give as well as take

5. Agreeing Common Objectives Be clear on each other’s objectives – misconceptions are what destroy relationships

6. Agreeing Common Objectives Aim for honesty and openness

7. Working with a big bureaucracy MLU

8. Understanding of Commercial Pressures HEIs are primarily Government funded

9. Many staff are long-term if not lifetime employees Fixed academic timetables Understanding of Commercial Pressures

10. Most HEI staff have not experienced the consequences of commercial failure Understanding of Commercial Pressures

11. Timeframe Important to clarify time and cost inputs and returns

12. Timeframe Important to understand the HEI calendar Build in a slippage margin Typically a project can take 24 months from initial contact to completion

13. Costs Collaboration with a HEI can help your business to achieve accelerated growth Clarify costs and your needs early on

14. Costs EXERCISE: Identify the costs to your company of collaborating with a HEI?

15. Cost exercise - debrief Opportunity cost? Can you afford to be out of the loop – away from the market?

16. Cost exercise - debrief Time – you cannot delegate this to a junior!

17. Cost exercise - debrief Travel Legal and other professional advice Training

18. Cost exercise - debrief Risk of failure

19. What is intellectual property? Registered rights Patents Trademarks Registered designs Unregistered rights Copyright Know-how Trade secrets Unregistered designs IPR

20. Be clear: what it is you want to protect what it is you want to achieve what are you prepared to give? IPR

21. Take advice! IPR

22. Identify a sympathetic internal HEI contact IPR