1. 1485 Dunbar Hill Rd, Hamden, CT. 06514 WWW.ParagonDevelopment.Com SOCMA Executive Excellence Conference May 14-16, 2008 PARAGON Development Voice-of-Market™ Jack T. Peregrim, President (203) 288-4154 Peregrim@ParagonDevelopment.com

2. Presentation Focus Background on Voice-of-Market™ so experience is ‘in perspective’ Focus on non-traditional approaches to “cash in on science”. Beyond commercial and product development Use case studies to exemplify value and set expectations 2 PARAGON--Voice-of-Market(TM) SOCMA Conference

3. 3 PARAGON Development focuses on generating new revenues and profits by utilizing the Voice-of-Market™ process. This process enables planning and development “from the outside in”. Thus generating an understanding of ‘new’ areas with a depth analogous to the existing business. Understanding strategic issues 5% New, external growth platforms: Acquisitions; partnerships; alliances 20% Leveraging existing assets: Technologies; markets; products (Cashing in on science) 75% PROJECT FOCUS PARAGON--Voice-of-Market(TM) SOCMA Conference

4. Benefits of Voice-of-Market™ Generating organizational (people) commitment and understanding of potential Follows proven best practices in a process designed for creating new value ($$$) Generates understanding that is difficult to achieve through internal approaches only Objective; unbiased; and innovative perspectives 4 PARAGON--Voice-of-Market(TM) SOCMA Conference

5. Examples of projects and outcomes Early stage technologies Understanding of overall value; best applications to target; and most lucrative way to capture value. The following exemplify projects with objectives/outcomes 5 PARAGON--Voice-of-Market(TM) SOCMA Conference Commercializing new products Expanding market share Step-out new platforms Identify new platforms that are a strategic fit; meet client criteria; and will offer attractive revenues and profits. Identify new products and technologies to stimulate new business in an attractive market or application Objective understanding of best market and customer targets. First and ultimate. Plus a clear understanding of value capture potential and critical success factors

6. Voice-of-Market™ Background It is a process used to evaluate; valuate; and generate optimal strategies for creating new value It is focused on ‘future value’ which is uncertain; complex; and difficult to quantify An underlying core competency of the process is creative problem solving (innovation) Discovery based learning is also critical and closely related to creative, critical thinking PARAGON--Voice-of-Market(TM) SOCMA Conference 6

7. 7 Example of Development Complexity Creating new value from leveraging assets E.g.: Product or technology value Markets/Applications Markets Segments Implementation Options 12345678 12345678 ???? Channels Early Adopters Pricing Strategy Partners & Alliances Critical success factors PARAGON--Voice-of-Market(TM) SOCMA Conference

8. 8 Success factors Set comprehensive and customized criteria first Eliminate internal bias Mentally discard the obvious until all other options are eliminated Use business processes not typically applied by new business professionals (scenario planning; pseudo serendipity; benchmarking; discovery based learning; creative problem solving)

9. PARAGON--Voice-of-Market(TM) SOCMA Conference 9 Knowledge is power. You ‘win’ if you make the right decisions; the more you know, the better your decisions will be No preconceptions on implementation options (licensing; internal development; partnerships; etc.) Balance speed and prudence Drive toward: clear focus and direction; commitment; strategic fit; and differentiated value Success factors -- Continued

10. PARAGON--Voice-of-Market(TM) SOCMA Conference 10 Case studies – New business models Aircraft windows. Vision by the hour Glass coatings. Yearly fees over price per pound

11. PARAGON--Voice-of-Market(TM) SOCMA Conference 11 Concrete admixtures. Specification selling Anti-microbial. Food processing Case studies – Pressuring the market

12. PARAGON--Voice-of-Market(TM) SOCMA Conference 12 Algae based PUFA. Capture greater value with expanded success Filtration materials. Equity JV on dedicated production Bio-engineering. Include potential branding as part of license agreement Case studies – Out license

13. PARAGON--Voice-of-Market(TM) SOCMA Conference 13 Innovation possibilities go well beyond technology and product Force yourself and your processes to consider many things and go beyond the obvious Reward successful innovation Reach out for options beyond your small network (How can you think in new ways if you are the same old person?) Summary