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Edward Scott - ES Technology Limited - 12 Steed Road Waitakere - Auckland - New Zealand - +6421661290 Technology Commercialization. Krakow 09 September.

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Presentation on theme: "Edward Scott - ES Technology Limited - 12 Steed Road Waitakere - Auckland - New Zealand - +6421661290 Technology Commercialization. Krakow 09 September."— Presentation transcript:

1 Edward Scott - ES Technology Limited - 12 Steed Road Waitakere - Auckland - New Zealand Technology Commercialization. Krakow 09 September 2012 Edward Scott ES Technology Limited

2 Edward Scott - ES Technology Limited - 12 Steed Road Waitakere - Auckland - New Zealand Technology Commercialization Technology - The making, modification, usage, and knowledge of tools, machines and techniques, in order to solve a problem, improve a preexisting solution to a problem and achieve a goal. Commercialization - The process or cycle of introducing a new product or production method into the market

3 Edward Scott - ES Technology Limited - 12 Steed Road Waitakere - Auckland - New Zealand The process of introducing a new product or system into the market using new or improved techniques or tools. Technology Commercialization ES Technology Limited

4 Edward Scott - ES Technology Limited - 12 Steed Road Waitakere - Auckland - New Zealand ES Technology Limited

5 Edward Scott - ES Technology Limited - 12 Steed Road Waitakere - Auckland - New Zealand The Roadmap to Success ES Technology Limited

6 Edward Scott - ES Technology Limited - 12 Steed Road Waitakere - Auckland - New Zealand The Roadmap to Success 1.Research and Identify the market 2.Find and understand your customers 3.Invent and innovate 4.Protect - patents, trade marks, know how, etc 5.Build a business - Commercialize ES Technology Limited

7 Edward Scott - ES Technology Limited - 12 Steed Road Waitakere - Auckland - New Zealand Research and Identify the market Diversions Traps Pitfalls LEARN THE EASY WAY ES Technology Limited Avoid learning the hard way Be realistic More than a year Cost millions of dollars Avoid trial and error

8 Edward Scott - ES Technology Limited - 12 Steed Road Waitakere - Auckland - New Zealand What don't you know? What do you wish you knew then? Most don't realize how difficult it is Most don't understand how long it will take Research and Identify the market ES Technology Limited

9 Edward Scott - ES Technology Limited - 12 Steed Road Waitakere - Auckland - New Zealand The process is long, large, expensive, and complex ES Technology Limited

10 Edward Scott - ES Technology Limited - 12 Steed Road Waitakere - Auckland - New Zealand First to have the idea Opportunity to profit Are you first? A hole in the market does not equal an opportunity in the market ES Technology Limited

11 Edward Scott - ES Technology Limited - 12 Steed Road Waitakere - Auckland - New Zealand Others may have tried and died so avoid the same fate ES Technology Limited

12 Edward Scott - ES Technology Limited - 12 Steed Road Waitakere - Auckland - New Zealand Talk to your peers in the industry It may have been tried before Past failure may not mean your failure ES Technology Limited

13 Edward Scott - ES Technology Limited - 12 Steed Road Waitakere - Auckland - New Zealand The Best 1st Dollar you can spend ES Technology Limited

14 Edward Scott - ES Technology Limited - 12 Steed Road Waitakere - Auckland - New Zealand The Best 1st Dollar you can spend Sound competent advice Patent submissions Invention promotion Advertising that they dont need or understand Unnecessary inventory ES Technology Limited Do it right Competent advice Ask for references Interview

15 Edward Scott - ES Technology Limited - 12 Steed Road Waitakere - Auckland - New Zealand Holistic approach to technology commercialization Manufacturability Economics Marketing Use by customer Market size & growth rate ES Technology Limited

16 Edward Scott - ES Technology Limited - 12 Steed Road Waitakere - Auckland - New Zealand Good ideas - Bad Products Not viable manufacturing techniques Expensive Apprehensive market Ahead of its time ES Technology Limited

17 Edward Scott - ES Technology Limited - 12 Steed Road Waitakere - Auckland - New Zealand The advantage your product has over your competitors Competitive advantage What is it ? Don`t focus on the attributes alone Dominate your competitors Research the market Do your homework - be prepared Understand the rules ES Technology Limited

18 Edward Scott - ES Technology Limited - 12 Steed Road Waitakere - Auckland - New Zealand Is there a need for my invention - NO Consumer need versus market demand Market need Market demand Difference between need and demand ES Technology Limited

19 Edward Scott - ES Technology Limited - 12 Steed Road Waitakere - Auckland - New Zealand Q - Why would someone buy something they did not need? A - Because they wanted it Q - Do you know someone who bought something they did not want? A - Of course not Market - Need Versus Want ES Technology Limited

20 Edward Scott - ES Technology Limited - 12 Steed Road Waitakere - Auckland - New Zealand ES Technology Limited

21 Edward Scott - ES Technology Limited - 12 Steed Road Waitakere - Auckland - New Zealand I need a car I want a Ferrari ES Technology Limited

22 Edward Scott - ES Technology Limited - 12 Steed Road Waitakere - Auckland - New Zealand ES Technology Limited How can there be a need for a product but no demand for it? If the market is not even aware that the new technology exists. Question Answer

23 Edward Scott - ES Technology Limited - 12 Steed Road Waitakere - Auckland - New Zealand The what if scenario Should I tell anyone? Should I tell everyone? What if no one believes me? A market need for a technology exists on its own merit. A market demand for a technology must be created ES Technology Limited

24 Edward Scott - ES Technology Limited - 12 Steed Road Waitakere - Auckland - New Zealand Ingredients for success Find out what your customers want Offer it to them ES Technology Limited

25 Edward Scott - ES Technology Limited - 12 Steed Road Waitakere - Auckland - New Zealand Find great customers Do your research Don`t sell to anyone who says the will buy Your customers can kill your business Unreasonable Habit of non payment Never know what they want Too big for you Push for lower price Reverse engineer your product Go into competition against you 2.Find & understand your customers ES Technology Limited

26 Edward Scott - ES Technology Limited - 12 Steed Road Waitakere - Auckland - New Zealand Sustaining your business What to do next? ES Technology Limited

27 Edward Scott - ES Technology Limited - 12 Steed Road Waitakere - Auckland - New Zealand Customers are restless Customer want more but want to pay less Staying ahead of your competition ES Technology Limited

28 Edward Scott - ES Technology Limited - 12 Steed Road Waitakere - Auckland - New Zealand Innovation ES Technology Limited Innovation is the creation of better or more effective products, processes, services and technologies

29 Edward Scott - ES Technology Limited - 12 Steed Road Waitakere - Auckland - New Zealand Why Innovate ? Without innovation - your business has no future The ultimate goal of innovation is to create value in the minds of your customers – whether this is business to business, directly to the end users or consumers. ES Technology Limited

30 Edward Scott - ES Technology Limited - 12 Steed Road Waitakere - Auckland - New Zealand Patents do not = protection = good business Should I patent? Only 2% of patent holders make money from their inventions - USPTO granted patents only 1 makes money 98% fail to make money on their invention 4. Protection ES Technology Limited

31 Edward Scott - ES Technology Limited - 12 Steed Road Waitakere - Auckland - New Zealand Turning a new technology into a dominant business Find the IP - The Funnel process The Commercialization Process The Market 5. Build your business ES Technology Limited

32 Edward Scott - ES Technology Limited - 12 Steed Road Waitakere - Auckland - New Zealand Successful Technology Commercialization ES Technology Limited

33 Edward Scott - ES Technology Limited - 12 Steed Road Waitakere - Auckland - New Zealand The Key to success A Great technology does not = a Great company ES Technology Limited

34 Edward Scott - ES Technology Limited - 12 Steed Road Waitakere - Auckland - New Zealand Success is the result of unrelenting Persistence and unbounded optimism Thank You! References:- S.Overhault ES Technology Limited Edward Scott ES Technology Limited 12 Steed Road, Waitakere, Auckland New Zealand


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