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Phyl Speser, J.D., Ph.D. Foresight Science & Technology Incorporated 401.273.4844, ext. 35

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Presentation on theme: "Phyl Speser, J.D., Ph.D. Foresight Science & Technology Incorporated 401.273.4844, ext. 35"— Presentation transcript:

1 Phyl Speser, J.D., Ph.D. Foresight Science & Technology Incorporated , ext. 35

2 Foresight Science & Technology 2

3 3 Source: F. Lanerak, E. Hultink, H. Robben, The Impact of Market Orientation, Product Advantage, and Launch Proficiency on New Product performance and Organizational Performance, Journal of the Product Development Management Association, V. 21, #2, March, 2004, p.89

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5 PastPresentFuture Market Possibilities Clear and Sustainable Competitive Advantage at Projected Date of Market Entry © Foresight Science and Technology Price Performance Ease of Use Umpf Foresight Science & Technology 5

6 Trade-offs and Concerns affecting Metrics Matrix Technologys Yields on Metrics Needs Relationship Matrix Importance of Needs Foresight Science & Technology 6 What Do You Got?

7 The Economys Infrastructure The Wars Energy Policy Health Care Education Global Warming Environment Food Water Foresight Science & Technology 7

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19 Foresight Science & Technology 19 Extension Core Enabling Competing Time Strategic

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21 Offensive Emerging Pacing Spare Defensive Hedging Imitative Spare Foresight Science & Technology 21

22 Foresight Science & Technology Ws Who is doing it? What is being done? Where are they doing it Why is it being done? When are they doing it? Sell intellectual assets that can provide a proven solution for a repetitive activity. Technology is a Tool for Doing Something

23 Foresight Science & Technology 23 Product Innovation Stage Bundle of Features Standard User Interface Process Innovation Stage Eliminate Steps Improve Reliability Improve Efficiency of Resource Use Dominant Design Emerges

24 Yield 3 Foresight Science & Technology 24

25 Foresight Science & Technology 25 Yield 3

26 Technologys Yields on Metrics Relationship Matrix Competitiveness of Substitutable Technologies Importance of Needs Firms and Institutions Foresight Science & Technology 26

27 Foresight Science & Technology 27 How well Defined and Stable is the Dominant Design How Mature Is the Technology (TRL) Option or license for all IP CRADA, Contract R&D, Strategic Alliance Application/geography specific licensing Venture Sales, OEM

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29 Time Yield Requirement S 1a Trajectory Technology 1 S 1c Requirement S 1b S 2c S 2b S 2a Trajectory Technology 2 Foresight Science & Technology 29

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34 Foresight Science & Technology 34 Alignment of Vision and Positioning of Target with Market Segment of Application Alignment of Target s Technology Space with Developer s Technology Ability of Target s Capabilities to Supplement those of the Developer Most Feasible Targets

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36 PastPresentFuture Strength of Intellectual Asset Portfolio Staff Capacities of to Realize Plan © Foresight Science and Technology High Low Revenue From Relevant Market Applications Foresight Science & Technology 36 Path to Market: License or Spin Out

37 Foresight Science & Technology 37 DealValue Proposition

38 \You \You \ Them \ You do Deal You Walk Away They do Deal $10m, $0.5m -$0.05m, $0.0m They walk Away $0.1m, - $0.05m -$0.01m, - $0.01m Foresight Science & Technology 38

39 Fair Market Value is what is there to divide up Foresight Science & Technology 39

40 Foresight Science & Technology 40 The substantive process drives the cost calculation The cost calculation, together with the revenue projections, drives the gross profit Discounted Cash Flow Determines Financial Payoff

41 Foresight Science & Technology 41 Risk LevelApproximate DR(%)Description Risk Free10-18 Existing product, high demand, building more of the same Very Low Risk15-20 New well understood technology for an existing product Low Risk20-30 New features, well understood tech nology into an existing market Moderate Risk25-35 New product, well understood tech- nology into market with competition High Risk30-40 New product, not well understood technology into an existing market. Very High Risk35-45 New product, new technology, new market Extremely High Risk50-70 New company, unproven technology, new market Source: Early Stage technology-Richard Razgaitis

42 Foresight Science & Technology 42 End User Advice End User Testing Target Advice Target Testing Adapted from R. Megantz, How to License Technology, Wiley, 1996 Idea – Design – Proof – Brass – Prototype – Product – Production – Sales – Distribution – Customer of of Board Engineering Marketing Support Concept Feasibility

43 Foresight Science & Technology 43 STAKEHOLDER ANALYSIS Level of CommitmentPeople or Group Test & Eval. Regulators/ Standards Opinion Leaders CustomersFundersNGOs Industry Assoc. Enthusiastic Helpful Compliant Hesitant Indifferent Uncooperative Opposed Hostile Key: O - Level Necessary for Success X - Current Level

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45 Foresight Science & Technology 45 Nothing happens without a sale. David Speser If opportunity doesnt knock, build a door. Milton Berle A well-defined imagination is the source of great deeds. Chinese Fortune Cookie


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