THE PROCESS OF TECHNOLOGICAL

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THE PROCESS OF TECHNOLOGICAL COMMERCIALIZATION
Prepared and Presented by Janus Ventures Inc.
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Outline

• Who are We?
• Accomplishments of Importance for You?
• Why not Marketing and Market Research?
• What is Technological Commercialization?
• Developing the Value Proposition?
• Market Developing Versus Market Focused
  Approaches?
• The Process of Technological Description
• The Right Data for the Right Proposition
• Resources for the Entrepreneur

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Who are We?

• Dr. Sul Kassicieh
• Dr. Steve Walsh
• TCA
• Scott Bryant Insoo Chung
• Natalie Dahringer Robert Haak
• Bechir Ghedhoui Fritz KuKuch
• Tim Nichols Kandice McDonald
• John Martinez James Payette
• and many others

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Dr. Sul Kassicieh

• Chair of UNM Anderson FIT Department
• The Black Professor of Entrepreneurship
• Co-developer of SNL SMU BP
• Board Member NMEA Association
• Developer of Entrepreneurship Outreach Program
• World Renowned author in Technology Transfer and
  Entrepreneurship
• TVC Mentor and many other activities

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Steve Walsh

• Director of UNM Anderson TEP Program
• World Renowned Entrepreneurial author
• Mentored Award winning Business Plans
• Fortune 5 and Startup Experience
• Global Expert in Disruptive Technologies
• Global Expert Microsystems Technologies
• Chair of many national and international Academic
  and Business based Conferences
• TVC Mentor and many other activities
• Collaborator in over 100 Business Plans

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UNM Technology Commercialization Association

• UNMs Student Organization with over 60
  Professionals
• Members and Faculty assist Entrepreneurial
  activities in NM and around the World
• Have generated over 30 business Plans that formed
  the basis for Firms generating in excess of 150
  million in the last 2 years
• Organizers of the New Mexico Business Plan
  Competition among other events

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UNM Programs

• Business Plan Development
• Mentor and Assisted Internship Program
• Entrepreneurial Outreach Program
• The best young professionals in the World
• World Class Entrepreneurial Assistance
• Largest Cadre of Professionals focusing on
  Entrepreneurship in New Mexico
• Support TVCs funding efforts

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The Process of Technology Commercialization - Why
do it?

• Team, Idea, Strategy
• Isnt the Team everything or most things?
• Isnt the Technology (Idea) everything?
• Doesnt the A team make the Strategy
• This Process serves as the Strategic
  Underpinnings of Firms success

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Why not just Marketing and Market Research?

• Marketing and Market research are key components
  of the process but are not the process
• Most Fortune 500 firms have Commercial or New
  Product Development Departments
• Marketing and Market research in large firms
  focus on established Markets and Products

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The Process of Technology Commercialization

• Critical Element in Business Plan writing
• A portion of our activities at UNM
• A feed back, feed forward loop dependant on
  Technology, Products and Markets
• It is more than just Marketing and Market
  research
• It is an Iterative Process ( you must do it many
  times)
• It is not simple nor easy

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Technology Commercialization Components

• Defining the nature of your Technology in
  Business terms
• Defining your Value Proposition
• Defining the nature of your Commercial offering
  in business terms
• Understanding the appropriate Commercialization
  process
• Developing Market(s) Knowledge
• Iterative Market Research

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Model of Technology Commercialization
Feed Forward Loop
Defining Technology
Nature of Commercialization Process
Value Proposition
Iterative Marketing
Feed Back Loop
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Defining Technology

• Disruptive Vs. Sustaining
• Business Technology Categorization
• Process of Technology Description
• Technology Forecasting and Assessment
• Competence Tools
• Technology Audits
• others

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The Technological Audit
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The Technological Audit - Part 2
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Defining the Commercialization Process

• Discontinuous Vs. Sustaining
• Marquis model versus the Walsh-Kirchhoff Model
• Stage of Infrastructure - The Walsh-Linton Model
• Virtuous vs. Emergent Cycle (Kassicieh, Romig,
  Williams and Walsh model)

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Model of the Process of Innovation (Marquis, 1969)
State of Technology
Search, experimentation calculation activity
Solution through invention
Recognition of technical feasibility
Fusion into design concept evaluation
Implementation use
Work out bugs scale-up
Information readily available
Solution through adoption
Recognition of potential demand
State of Societal Demand
1. Recognition 2. Idea formulation 3. Problem
Solving 4. Solution 5. Development 6.Utilization
Diffusion
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DISRUPTIVE TECHNOLOGY COMMERCILIZATION MODEL
IMPROVEMENTS
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Defining The Marketing Process

• Market Focused Vs. Market Developing
• The Process of Market Forecasting
• The Process of Market Understanding
• five forces etc.
• Market Research - tools of the trade, limits and
  uses
• Regression
• Delphi
• others

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Integration - Putting it Together

• The process of Strategic Integration
• Technology Market Matrix
• Licensing and Marketing Technologies
• SWOT
• The Process of Strategic Mapping
• Many others

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Resources for Entrepreneurs

• A Business Plan requires at least 400 hours of
  effort and a skill sets that most entrepreneurs
  do not possess but can develop
• At least 4 Ways to obtain Business Plan
  Knowledge
• Get an MBA or a Masters of Management with a
  concentration in Technology Entrepreneurship
• Hire a Professional to do it
• Utilize a Mentorship program - UNM
• Have critique and then you rewrite focused on
  plan only issues

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Resources for Entrepreneurs

• UNM TEP program is the leading High Tech Business
  Plan Development Program in New Mexico teaming
  with TVC to provide access to Capital Funding
• UNM TEP program is a leading evaluator of high
  technologies and markets
• Team with TVC to focus Business Plans for a
  particular audience