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Culture Shift! For Active Commercialization. Cliff Zintgraff UTEN UT-Austin. © 2007 Cliff Zintgraff & UTEN UT-Austin. Lots more patents. Source: Science and Engineering Indicators 2007. © 2007 Cliff Zintgraff & UTEN UT-Austin. Commercialization Gone Bad Patents ≠ Commercialization.

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Presentation Transcript
slide1

Culture

Shift!

For Active Commercialization

Cliff Zintgraff

UTEN UT-Austin

© 2007 Cliff Zintgraff & UTEN UT-Austin

slide2

Lots more patents

Source:

Science and Engineering

Indicators 2007

© 2007 Cliff Zintgraff & UTEN UT-Austin

slide3

Commercialization Gone Bad

Patents ≠

Commercialization

© 2007 Cliff Zintgraff & UTEN UT-Austin

slide4

What’s wrong with this picture?

© 2007 Cliff Zintgraff & UTEN UT-Austin

slide5

What do these cases have in common?

© 2007 Cliff Zintgraff & UTEN UT-Austin

slide6

Question

Commercialization is a series of questions looking for an answer. You can’t find these answers if you never ask the questions by engaging the market.

Answer

© 2007 Cliff Zintgraff & UTEN UT-Austin

slide7

Culture Shift for Active Commercialization

Which Happens More Often?

Good, Healthy Fear 

Opportunity

Fear

© 2007 Cliff Zintgraff & UTEN UT-Austin

slide8

Culture Shift for Active Commercialization

Who’s Your Customer?

Give me your money.

Give me stuff for free!

© 2007 Cliff Zintgraff & UTEN UT-Austin

slide9

“Open Innovation”

Clayton Christensen

© 2007 Cliff Zintgraff & UTEN UT-Austin

slide10

The Jolly Model for

Technology Commercialization

Vijay Jolly

“Commercializing New Technology”

© 2007 Cliff Zintgraff & UTEN UT-Austin

slide11

Mobilizing

Resources for

Demonstration

Mobilizing

Interest and

Endorsement

Mobilizing

Market

Constituents

Mobilizing

Assets

for Delivery

The Jolly Model

Bridges highlight the challenge in transitioning between stages as

priorities and stakeholders change.

Imagine

Incubate

Demonstrate

Promote

Sustain

© 2007 Cliff Zintgraff & UTEN UT-Austin

slide12

Here is a different way to think about the Jolly model.

The Triangle gives us a visual way to think about the transition period.

Imagine

Incubate

Demonstrate

Promote

Sustain

Mobilizing

Resources for

Demonstration

Mobilizing

Interest and

Endorsement

Mobilizing

Market

Constituents

Mobilizing

Assets

for Delivery

© 2007 Cliff Zintgraff & UTEN UT-Austin

slide13

Cross here?

In this model, the height at which you

cross the bridge represents a trade-off.

To cross “higher” means going into the

Triangle stronger, but more effort is needed.

To cross strong, you start sooner, spending more time gathering stakeholders and resources for the next stage.

Imagine

Incubate

Cross stronger

Cross weaker

No crossing at all

Mobilizing

Interest and

Endorsement

© 2007 Cliff Zintgraff & UTEN UT-Austin

slide14

Cross no higher

than here.

Investors

Investor contacts

Collaborator contacts

Collaborators

Founders

Team Knowledge Transfer

Market Analysis

Staff

Prospects

Product Roadmap

Engineering Design

Prototype

The Equity Meter tracks the founder’s stake & control of the company.

  • In the Imagine stage, you are building assets to take into the Triangle.
  • Legal expenses, office space, trip expenses, cards and collateral, web site, trade shows, software, hardware, & development services can impact equity …
  • Founders and staff build the collection of corporate assets …

Incubate

Imagine

A

S

S

E

T

S

Who’s Involved?

© 2007 Cliff Zintgraff & UTEN UT-Austin

slide15

Investors

Investor contacts

Collaborator contacts

Collaborators

Founders

Team Knowledge Transfer

Market Analysis

Staff

Prospects

Product Roadmap

Engineering Design

Prototype

Sales support (time, travel, collaterals), partner equity positions,

staff compensation, and investments cost us …

We enter the Triangle with our corporate physical and knowledge assets & with our acquired level of strength, ready to seek interest and endorsement.

Enhanced Assets

10

7

1

6

3

4

5

8

9

Supporting Assets

Equity Meter

© 2007 Cliff Zintgraff & UTEN UT-Austin

slide16

Investors

Collaborators

Founders

Staff

Customers

Stage 2 Arrival!

Incubate

Imagine

Strength Gap

Strength

Lost Equity

Mobilizing

Interest and

Endorsement

Equity Meter

© 2007 Cliff Zintgraff & UTEN UT-Austin

slide17

Interactive

Imagine

Incubate

Demonstrate

Promote

Sustain

Mobilizing

Resources for

Demonstration

Mobilizing

Interest and

Endorsement

Mobilizing

Market

Constituents

Mobilizing

Assets

for Delivery

What stage are you at?

What can you do to get to next stage?

What are the costs and risks in those actions?

© 2007 Cliff Zintgraff & UTEN UT-Austin

slide18

Implications of the Model?

For Inventors Recruiting Support?

For Technology Transfer Offices Strategies in Managing Their Portfolio?

For Intellectual Property Strategies?

For Product Development Strategies?

For Expanding or Limiting Ownership?

For Early Stage Market Research?

© 2007 Cliff Zintgraff & UTEN UT-Austin

slide19

Implications of the Model?

Inventors

How do you balance IP and idea protection (security) with making your idea and venture happen (action)?

Technology Transfer Offices

What are the implications for managing your technology portfolio?

Entrepreneurs

How do you balance recruiting support with maximizing your own equity?

© 2007 Cliff Zintgraff & UTEN UT-Austin

slide20

University Technology Enterprise Network

  • To begin: Network of 15 Portuguese universities
  • Some of their technology transfer offices, research centers, incubators
  • National Innovation Agency
  • IC2 Institute, UT Austin
  • Entrepreneurial projects and research
  • Accelerate commercialization

© 2007 Cliff Zintgraff & UTEN UT-Austin

slide22

Commercialization

Gone Good

© 2007 Cliff Zintgraff & UTEN UT-Austin

slide23

RapidLook

“Voice of the Market”

8-12 Interviews with Potential Validators, Customers, End Users and Partners

Recommendations and Market Strategies

© 2007 Cliff Zintgraff & UTEN UT-Austin

slide24

Culture

Shift!

For Active Commercialization

Cliff Zintgraff

UTEN UT-Austin

© 2007 Cliff Zintgraff & UTEN UT-Austin