1. MB6025-MB7226 TECHNOLOGY COMMERCIALIZATION
Stages and Models of Technology Commercialization

2. OVERVIEW

3. Konsep Penting
Technology: stock of relevant knowledge that allows new techniques to be derived = proper set of knowledge
Technology classification: product, process and management
Technology commercialization: moving technology to a profitable position

4. STAGES OF TECHNOLOGY COMMERCIALIZATION

5. Fase Komersialisasi Teknologi (1)
Scientific research
Product development
Consumption
Fase 1
Fase 2

6. Fase Komersialisasi Teknologi (2)
Fase imagining
Fase incubating
Fase demonstrating
Fase promoting
Fase sustaining

7. Fase Komersialisasi Teknologi (3)
Concept Phase
Technical
Market
Business
Stage 1. Investigation
Technical Analysis-Step 1.
(New, unique& technically feasible)
Define concept
Confirm critical assumptions
Survey state of the art
ID critical barriers
Evaluate applicability
Determine technology
Patent,copyright,patent search,license agreement
Market Needs Assessment-Step 2. (Product meets clear market demand)
Conduct market overview
ID pricing structure
ID market barriers
ID risks
ID distribution channels
ID trends and competitors
Background research materials
Venture Assessment-Step 3.
(Profitable product or venture opportunity)
Estimate profit potential
Conduct self, enterprise, commercialization assessments
ID professional needs
ID capital needs
Preliminary cost and revenue estimate
Sumber: Goldsmith (2003)

8. Development Phase
Technical
Market
Business
Stage 2. Feasibility
Technically feasibility-Step 4.
(Total cost associated to produce)
Develop working model
Test technical features
Assess preliminary productibility
Conduct manufacturing assessment
Assess safety&environmental features
Finalize design
Product working model
Market Study-Step 5.
(target customers, market, pricing)
ID and quantity
Market size
Customers
Volume
Prices
Distribution
Competitors
Primary market research
Economic Feasibility-Step 6.
(Returns justify investment)
Formulate financial assumptions
Developpro forms
ID seed capital
Form advisory team
Financial model represents business oppotunity
Stage 3.Development
Engineering Prototype-Step 7
(Prototype that exactly represents product)
Develop prototype
ID materials dan processes
Conduct tests
Develop manufacturing methods
Materials/functionality prototype of end product
Strategic Market plan –Step 8.(detailed profile of target market)
ID marketing team
Define target market
Select market channel
Field test
Final based on input - suppliers,market & customers
Strategic business plan-Step 9. (final financial needs&seed capital)
Decide venture or license
Finalize intellectual property
ID management team
Select organization structure
Write business plan
The business plan
Stage 4.Pengenalan
Pre-production prototype-Step 10. (Ltd.production, performance&realiability)
Develop production prototype
Determine production process
Select manufacturing equipment
Design field support system
Demo product features
A limited production
Validasi pasar-Step 11.
(make sales)
Establish market relationship
Conduct limited sales
Analyze sales
Survey customers
Refine marketing plan
Sales
Business start up-Step 12.
(operational management team)
Establish business function
Hire staff
Execute contracts
Secure first-stage financing An

9. Commercial Phase
Technical
Market
Business
Stage 5.Growth
Production-Step 13.
(Process dependable, raliable&optimized)
Prepare commercial design
Establish quality control
Construct facilities
Conduct full production
Finalize internal distribution system
Production
Sales and distribution_step 14.
(Market share growth)
Expand distribution
Analyze competitor respons
Assess customer satisfaction
Assess distributor satisfaction
Refine product features
Growing sales
Business Growth-Step 15. ( monitor objectives to business plan)
Monitor enterprise position
Hire and train personnel
Execute contracts
Arrange financing
Institute vision, mission and management policies
Increasing revenues
Stage 6.Maturity
Production Support-Step 16.
(Support of product)
Maximize production
Establish after-market support, repairs and spares
Warranty service
Implement training program
Maximum production
Market Diversification-Step 17.
(Identity next generation products)
Develop market retention
Establish market scan
ID new markets
ID new products
 New products
Business maturity-Step 18
(generating ROI)
Establish SWOT process
Invest profits
Monitor product life cycle
Monitor business trends
Monitor management technologies
Implement innovations
Profits

10. Fase Komersialisasi Teknologi (4)
Technology Readiness Level
Description
1. Basic principles observed and reported
Lowest level of technology readiness. Scientific research begins to be translated into applied research and development. Example might include paper studies of a technology's basic properties.
2. Technology concept and/or application formulated
Invention begins. Once basic principles are observed, practical applications can be invented. The application is speculative and there is no proof or detailed analysis to support the assumption. Examples are still limited to paper studies.
3. Analytical and experimental critical function and/or characteristic proof of concept
Active research and development is initiated. This includes analytical studies and laboratory studies to physically validate analytical predictions of separate elements of the technology. Examples include components that are not yet integrated or representative.
4. Component and/or breadboard validation in laboratory environment
Basic technological components are integrated to establish that the pieces will work together. This is relatively "low fidelity" compared to the eventual system. Examples include integration of 'ad hoc' hardware in a laboratory.
5. Component and/or breadboard validation in relevant environment
Fidelity of breadboard technology increases significantly. The basic technological components are integrated with reasonably realistic supporting elements so that the technology can be tested in a simulated environment. Examples include 'high fidelity' laboratory integration of components.

11. Technology Readiness Level
Description
6. System/subsystem model or prototype demonstration in a relevant environment
Representative model or prototype system, which is well beyond the breadboard tested for TRL 5, is tested in a relevant environment. Represents a major step up in a technology's demonstrated readiness. Examples include testing a prototype in a high fidelity laboratory environment or in simulated operational environment.
7. System prototype demonstration in an operational environment
Prototype near or at planned operational system. Represents a major step up from TRL 6, requiring the demonstration of an actual system prototype in an operational environment, such as in an aircraft, vehicle or space. Examples include testing the prototype in a test bed aircraft.
8. Actual system completed and 'flight qualified' through test and demonstration
Technology has been proven to work in its final form and under expected conditions. In almost all cases, this TRL represents the end of true system development. Examples include developmental test and evaluation of the system in its intended weapon system to determine if it meets design specifications.
9. Actual system 'flight proven' through successful mission operations
Actual application of the technology in its final form and under mission conditions, such as those encountered in operational test and evaluation. In almost all cases, this is the end of the last "bug fixing" aspects of true system development. Examples include using the system under operational mission conditions.

12. MODELS OF TECHNOLOGY COMMERCIALIZATION

13. Source: Lashley (2004)

14. Source: Lashley (2004)

15. Source: Sharif and Baark (2008)

16. Case: IIE Mexico

17. Established in 1975 in Mexico
Overview of IIE
Established in 1975 in Mexico
Mission: to promote and support applied research and technological development with high added value to increase the competitiveness of electrical industry and other industries having the same needs
Source: Aldape (2009)

18. Technology Commercialization Model of IIE
Source: Aldape (2009)

19. Basic Model of IIE Technology Commercialization
Source: Aldape (2009)

20. Combined with Technology Management Framework
Source: Aldape (2009)