Culture Shift! For Active Commercialization

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

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

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

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

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

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

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

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

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

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

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

Culture Shift! For Active Commercialization