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The TechConnect 
perspective on 
Technology 
Commercialization
Challenge the traditional 
commercialization path 
Initial 
concept 
Initial 
research 
Follow on 
research 
Technology 
Funding 
commercialization 
Funding 
Funding 
Funding 
• Curiosity driven research (to solve apparent problem) 
• Promising outcomes receive more research funding 
• Papers published or patents filed 
• Handed to technology commercialization to license 
• Occasionally consider option of new venture creation
Challenge the traditional 
commercialization path 
Initial 
concept 
Initial 
research 
Follow on 
research 
Technology 
Funding 
commercialization 
Funding 
Funding 
Funding 
• Limited real understanding of problem 
• Limited market validation or competitor analysis 
• Value proposition and customer segment not clear 
• Value to licensee not compelling 
• Resources to start new venture not available
Managing technology 
commercialization as a process 
• Integrates market comprehension/tech. development: 
• Understand the product features that create value 
• Comprehend the barriers to adoption that limit success 
• TechConnect is a management process that can: 
• Clarify the alternate jobs that a technology can do 
• Embed market knowledge into the go/no go decision 
• Create an experimental view of each opportunity 
• Guide allocation of resources 
• Target initial (and subsequent) market segment 
• Increase likelihood of success for good ideas 
• Integrates technology, process, market and people 
•
Five big issues 
• Technology development is partitioned from market 
comprehension: 
• limiting commercial applications 
• Technology development focuses on improving 
performance: 
• might not be the required value proposition 
• Limited understanding of customer adoption: 
• not designed to facilitate adoption 
• Lack of ownership of technology: 
• reduces market momentum 
• Myopic view of application/opportunity: 
• limits alternate markets or business models
TechConnect is a lean combination of 
technology push and market pull 
Iterate 
initial idea 
Feasibility 
study 
Business 
model 
Go to 
market plan 
Reject 
Reject 
Reject 
• Starts with profound understanding of technology 
• Develops market hypothesis …. 
• Validates potential (prototype) before spending too much 
• Builds customer value proposition and adoption plans into 
technology / market plan 
• Evaluates alternative business models and segments: 
• To determine viability, and optimum route to market 
• Embeds go/no go decisions at each stage 
Reject
What you will learn 
• Novel and proprietary technology necessary, but not 
sufficient elements for technology commercialization 
• Initial job or market may not be the main, or the first, 
market opportunity 
• Value proposition must consider competitive solutions 
• Need to understand the eco-system, multiple stake 
holders and the barriers to adoption 
• Myopia can cause you to miss the big opportunity, the 
novel business model or the best application 
• The TechConnect approach creates opportunities for: 
improvement, learning and attitude adjustment

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Tech connect fall 2014 technology commercialziation overview

  • 1. The TechConnect perspective on Technology Commercialization
  • 2. Challenge the traditional commercialization path Initial concept Initial research Follow on research Technology Funding commercialization Funding Funding Funding • Curiosity driven research (to solve apparent problem) • Promising outcomes receive more research funding • Papers published or patents filed • Handed to technology commercialization to license • Occasionally consider option of new venture creation
  • 3. Challenge the traditional commercialization path Initial concept Initial research Follow on research Technology Funding commercialization Funding Funding Funding • Limited real understanding of problem • Limited market validation or competitor analysis • Value proposition and customer segment not clear • Value to licensee not compelling • Resources to start new venture not available
  • 4. Managing technology commercialization as a process • Integrates market comprehension/tech. development: • Understand the product features that create value • Comprehend the barriers to adoption that limit success • TechConnect is a management process that can: • Clarify the alternate jobs that a technology can do • Embed market knowledge into the go/no go decision • Create an experimental view of each opportunity • Guide allocation of resources • Target initial (and subsequent) market segment • Increase likelihood of success for good ideas • Integrates technology, process, market and people •
  • 5. Five big issues • Technology development is partitioned from market comprehension: • limiting commercial applications • Technology development focuses on improving performance: • might not be the required value proposition • Limited understanding of customer adoption: • not designed to facilitate adoption • Lack of ownership of technology: • reduces market momentum • Myopic view of application/opportunity: • limits alternate markets or business models
  • 6. TechConnect is a lean combination of technology push and market pull Iterate initial idea Feasibility study Business model Go to market plan Reject Reject Reject • Starts with profound understanding of technology • Develops market hypothesis …. • Validates potential (prototype) before spending too much • Builds customer value proposition and adoption plans into technology / market plan • Evaluates alternative business models and segments: • To determine viability, and optimum route to market • Embeds go/no go decisions at each stage Reject
  • 7. What you will learn • Novel and proprietary technology necessary, but not sufficient elements for technology commercialization • Initial job or market may not be the main, or the first, market opportunity • Value proposition must consider competitive solutions • Need to understand the eco-system, multiple stake holders and the barriers to adoption • Myopia can cause you to miss the big opportunity, the novel business model or the best application • The TechConnect approach creates opportunities for: improvement, learning and attitude adjustment

Editor's Notes

  1. There are pros and cons of each, in terms of impact, recognition, engagement, financial reward.
  2. There are pros and cons of each, in terms of impact, recognition, engagement, financial reward.
  3. There are pros and cons of each, in terms of impact, recognition, engagement, financial reward.
  4. Feasibility study includes technical and market feasibility Strategic objectives might include: investment, independence, exit
  5. Enjoy and give us feedback