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Marketing APL Inventions March 16, 2001 Kristin Gray Office of Technology Transfer ext. 7927

Marketing APL Inventions March 16, 2001 Kristin Gray Office of Technology Transfer ext. 7927. Outline. Assumptions Invention Marketing Targeted Process Inventor(s) Role Timing General Process Goals of Marketing Future programs/plans. Assumptions *.

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Marketing APL Inventions March 16, 2001 Kristin Gray Office of Technology Transfer ext. 7927

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  1. Marketing APL InventionsMarch 16, 2001Kristin GrayOffice of Technology Transferext. 7927

  2. Outline • Assumptions • Invention Marketing • Targeted • Process • Inventor(s) Role • Timing • General • Process • Goals of Marketing • Future programs/plans

  3. Assumptions* • There is no one marketing blueprint, but experience demonstrates some strategies should be pursued over others. • Technology transfer is a business of building relationships: “Tech transfer is a contact sport.” • Universities need to understand industry priorities • The marketing process is a strategy. Define goals, create a plan, implement that plan, track results. *courtesy of Doug Jamison, University of Utah Technology Transfer Office

  4. APL Invention Marketing Targeted invention marketing General invention marketing

  5. Targeted Invention Marketing • Invention/Assessment/IP Protection • Set strategy • Lead Generation • Lead Pursuit • Non-confidential invention summary • Non-disclosure/Confidential disclosure Agreement • Confidential invention information • Company visit/discussions

  6. Marketing Strategy • Application areas/industries • Key/appropriate companies in the industry based on: • size • standing in this product line • stability and direction of company • availability of resources • location - Maryland preferred

  7. Identifying Potential Licensees • Tier 1 contacts: Inventors, OTT contacts, Industry R&D sponsor/partner, other personal contacts ->70% of license agreements generated from Tier 1 contacts • Tier 2 contacts: Past licensees, Association of University Technology Managers (AUTM)/Licensing Executives Society (LES) members/referrals - 20% • Tier 3 contacts: Market research - web, consultants, R.E. Gibson Library, corporate info services, CorpTech, NERAC, etc. - <10%

  8. Non-confidential Invention Summary • One pager: • The problem • The APL solution • Stage of development • Graphic/drawing • IP status • Type of licensing arrangement sought by APL (exclusive, non-exclusive, etc.) • Contact information • Inventor review

  9. Invention Summary

  10. Confidential Invention Information • Other papers/publications • Discussion with inventor • Confidential information • Conference call • Visit After a two-way non-disclosure agreement is signed:

  11. Inventor Role • Invention marketing process is most successful with active participation by the inventor(s) • Send OTT your contacts • Review marketing materials • Interact with company to answer technical questions (filtered by OTT)

  12. Timing • University invention marketing process can take from a few months to years depending on the industry, type of technology, (IT vs. biomed), stage of development technology, regulatory factors • Examples • Akorn, GuardedProfile, FutureHealth

  13. General Invention Marketing • Marketing Communications • Newsletter (TST) • Press releases/coverage (CPA) • Web site - www.jhuapl.edu/ott (TST) • Event participation/hosting/ sponsorship • Advertisements • Marketing materials (print/online/multimedia - TST)

  14. Goals of Marketing • To find a licensee • Continued assessment of the invention(s) • Relationship building: move tier 3 contacts to become tier 1

  15. Rate of License • At a mature (5-10 year old) technology transfer office, 20-25% of university inventions are optioned/licensed to industry.* *source: Association of University Technology Managers (www.autm.net)

  16. Future Plans • All unclassified patents pending searchable on the web • Customized email notification list of new inventions • On-line trade shows • Inventor(s) to conferences • APL conferences, e.g. Next Generation Sensor Initiative (NGSI) • University/industry affiliates groups • Suggestions…?

  17. Part III. May 7, 2001: Licensing and Royalty & Development Income

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