Challenges

1
Challenges

• Identify applications for technology
• Find potential licensee
• Communicate the value of the technology

2
Questions to answer

• Do you have a product or a technology
• How big is the opportunity
• Which market to pursue/penetrate first
• What is the value proposition
• Where is the greatest value contributed for the
  adopters and users?

3
Market research

• Business factors
• Market share leaders
• Strategic direction
• Financial strength
• Openness to externally generated technology
• Effective marketing and distribution
• Technology leader or follower
• Emerging technologies

4

• External factors
• Political, legal, and regulatory
• Economic and technological
• Cultural and social
• competitive

5
Information sources

• Secondary
• Business directories
• Thomas register, corptech
• Dun bradstreet
• Market research databases
• Frost sullivan, freedonia
• Online searches
• Patent databasecompany websites
• Articles/technical databases

6

• Technical libraries
• Buyer guids
• Primary
• Compaies
• Universities
• Patents
• Trade and professional organizations
• journals

7
Integrate information

• Examine each market segment
• Differential advantages
• Market gap
• Market sizes
• Penetration scenarios
• Highest impactbest customer value
• Quickest/easiest entry

8

• Highest return
• Best growth potential
• Least competition
• Field of use options
• Inventor

9
Opportunity analysisand technology marketing

• Market segmentation
• Competing technologies
• Technology fit with user requirements
• Show stoppers
• Major players
• Market strategy

10

• Identify potential licensees
• Develop marketing materials
• Publicize
• Contact targeted licensees