Title: Frederick Yung W.S. Yung ? ? ?
1Frederick Yung W.S. Yung ? ? ?
- B. Comm. (Loyola College, Montreal, Canada)
- M.B.A. (U. of British Columbia, Canada)
- Senior Mgr, HK Sci Tech Parks Corp. incubating
gt200 tech/design start ups - Xerox (HK) retail, business supplies, Macau
- Dodwell office machines distribution services
- DEC regional service product management
- Jardines office machines distribution services
Email fred.yung_at_hkstp.org
2- ? ? ? ? ? ? ? ?
- ? ? ? ? ? ? ? ?
- ? ? ? ? ? ? ? ? ? ? ? ?
- Creativity starts from conflict
- Value is the combination of creativity
- The more the conflict, the more the creativity,
the more the value
3The aim of Incubation Programme
- To encourage and promote innovative
- technology-based or design-based
- entrepreneurial activities in order to
- Contribute to GDP growth and increase high
value-added employment - Reinforce Hong Kongs position as a product
development centre - Enhance Hong Kongs position as a window to the
world.
4FOCUSING ON 5 TECHNOLOGICAL CLUSTERS DESIGN
- 1. Electronics
- 2. IT Telecommunications
- 3. Biotechnology
- 4. Precision Engineering
- 5. Environment and Renewable Energy
- 6. Design (Aesthetic)
Plus all other technology areas that Hong Kong
promotes, including those RD Centres spearheaded
and supported by the HKSARG
5The Incubation Cycle
Marketing Admission
Move-in Logistics SEC Services
Account Mgmt Incubation Support Services
Refer to Mktg, Graduation, Move-out Logistics
6Soft Landing International Incubator
- Accredited by National Business Incubation
Association (NBIA) as Soft Landings International
Incubators (SLII) - Recognition of HKSTPs capability at helping
non-domestic companies enter the Hong Kong market - HKSTP is the only incubator in Asia among the 9
SLII accredited worldwide.
7Overview
- 2-4 year programme
- (design 2 years, tech 3 years, bio-tech 4
years) - Not-for-profit incubator funded by HKSTP
- Help technology and design start-ups get through
initial product development stage - Full Service Not Space Only
- Business Development Technical Support
- Focus 5 technology clusters and design
- Account servicing throughout incubation period
- Milestones assessment
- Operated for 15 years
- Nurtured more than 200 start-ups
- 100 current incubatees
8Business and Technical Support
- - Account Service
- - Technical Management
- - Business Matching
- - Training Education
- - Promotion
- - Networking
- - Aid Package
- - Office Premises
- - Communal Service
9Office Premises
- Up to a 12-mth rent free period for incubatees
- Maximum area is 1,600 sfg for tech/biotech
incubatees at Science Park and 1,200 sfg for
design incubatees at InnoCentre - Ready to use office and business centre service
including air-con, carpet, wallpaper, ceiling
tiles, power/phone/internet connection and shared
use of meeting rooms, pantry, office equipment
and receptionist services, and with electricity,
government rent and rates paid for.
Incubation Incubation Incubation
Rent Management Fee (p.s.f.g.) First Year Second / Third Year Fourth Year
InnoCentre
- Design (2 years) HK00 HK8.65 N/A
(US1.11)
Science Park
- Tech (3 years) HK00 HK9.10 N/A
(US1.17)
- Biotech (4 years) HK00 HK12.00 HK12.00
(US1.54) (US1.54)
subject to meeting of milestones Maxi 800
sfg FOC, thereafter at second year rate
Applicable to Biotech incubatees who require wet
labs
Updated on 6 Nov 2008
10Aid Package Subsidy for Incubatees
Subsidy for design incubatees Subsidy for tech incubatees Subsidy for bio-tech incubatees using wet lab
I. Programme Duration 2 years 3 years 4 years
II. Aid package subsidy (HK) (HK) (HK)
Technical Mgmt Assistance Fund (TMAF) 200K 146K 194K
Promotion Development Assistance Fund (PDAF) 200K 184K 245K
Operation Reimbursement Fund (ORF) 60K 45K 60K
Technology Support Reimbursement Fund (TSRF) N/A 264K 352K
Sub-Total 260K 639K 851K
III. Premises subsidy at SP or InnoCentre with the first year rental (initial 800 s.f.g.) free-of-charge and approx. 50 of tenant rate from 2nd year onwards (HK) 240K 349K 576K
Grand Total HK US 500K 64K 988K 127K 1427K 183K
Website www.hkstp.org
0807_full-R3_Aid Package (Eng).ppt (Updated on
21-7-08)
13
11Mandatory Admission Criteria
- A Hong Kong registered technology start-up
company established for no more than 2 years and
must not have obtained investment from any
company, no matter in the technology or
non-technology industries or as a holding
company. - At least 2 full-time staff, one of whom is a
technologist of related field and at the same
time a shareholder with not less than 10 share
or the full-time technical team holds at least
20 share. - Maximum office area is 1,600 sfg.
12Mandatory Admission Criteria
- Conduct most RD activities at the Small
Enterprise Centre (SEC). - It cannot operate only a sales marketing office
or retail outlet at the SEC. - Laboratories at the SEC must be environmentally
friendly which do not handle hazardous materials.
They must be able to operate in an office
building. - A shareholder working full time for the applicant
must not be a shareholder who worked full time
for a current incubatee or an incubatee who has
successfully graduated from the Programme of the
same field.
13Qualitative Admission Criteria
- Quality and competence of the management team
- Business viability
- Innovativeness
- Technology/ RD content
- Milestones set for the 6th and 18th month after
admission
14Assessment Panel
- 3 HKSTP Vice Presidents
- A University professor
15Turnaround Time
- Usually will be notified in about 11 weeks upon
receipt of completed application form
16Flow Chart of Processing Incu-Tech Application
Application Received
Meeting with Applicant by HKSTP staff
Inviting Co-opted members for technical comments
Admission Panel Meeting
Application Admitted/ Rejected
17Terms of Reference of Co-opted Members of the
Admission Panel
- - To vet and comment on the materials submitted
by the applicants, including business plan, CVs - - To send back the comments within 10 working
days - - To join the Admission Panel Meeting on rotation
basis - - To endorse the milestone summary prepared by
the applicant - - To respect the confidentiality of the applicants
18Comments from Co-opted Members of the Admission
Panel
- Based on 7 standard questions
- 1. The feasibility of applying the technology to
the products / services as mentioned. - 2. Is it one of the best technologies to be
applied to that products / services, given the
availability or unavailability of similar
products / services? - 3. The innovativeness and the competitiveness of
the proposed product / service. - 4. Are the proposed products / services viable to
cater for the needs of the market? - 5. From the education and experience of the
applicants, do you think they are technically
competent to apply the technology mentioned? - 6. Concerning the submitted milestone summary, do
you think the business development progress is
reasonable, especially in the field of product
development? - 7. Any additional comments from your professional
point of view.
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23Incubatees and Graduates statistics as of 31 Dec
2008
Tech Design Total
No. of incubatees currently in programme 72 32 104
Cum. No. of incubatee graduates since program start (April 1992) 192 14 206
Cum No. of incubatee graduates still in business 148 13 161
Cum. No. of technical/design and mgm't awards since April 2003 107 16 123
Cum. No. of IP filed since April 2003 237 28 265
- Patent 142 3 145
- Trademark 60 13 73
- Registered Design 35 12 47
Cum. Gov't funding obtained number of cases since April 2003 140 20 160
(HKM) total since April 2003 93.941 1.711 95.652
Angel/VC InvestmentgtHK400K/case number since April 2003 86 0 86
(HKM) total since April 2003 584.11 0 584.11
Number of IPO/MA/JV/Spin-off since April 2003 10 1 11
Number of IPO/MA/JV/Spin-off since program start (April 1992) 16 1 17
Incubation-statistics(31Dec08)_(no
STEP)__3Feb09revised_RD6fmP
24Incubatee Success Scores
0804_Designtech_incubatee Success Score 5 yrs
(updated 8 Apr 08)
25Technology-based Incubatee / Graduates /STEP
Graduates Success Scores
0804_tech (Fred)_Incubatee Success Score_5 years
Updated on 7 Apr 2008
BDTS (Fred Yung)
26Design-based Incubatee / Graduates /STEP
Graduates Success Scores
0804_design(rebekah)_Incubatee Success Score_3year
Updated on 7 Apr 08
BDTS (Rebekah)
27For further information
HK Science Technology Parks http//www.hkstp.o
rg Enquiry 2629 6707
28The One Sentence Marketing Plan
29The One Sentence Marketing Plan
- How do you know
- you can sell this product
- to these places,
- at these prices,
- in these quantities,
- within this period of time?
Frederick W.S. Yung (14 Jan 11 Feb 2008)
30The One Sentence Marketing Plan
- How do you know
- You can sell this product - product name
-
company name -
complementary -
competitive -
alternative -
replacement -
product niche -
positioning
X X X X
Frederick W.S. Yung (14 Jan 11 Feb 2008)
31The One Sentence Marketing Plan
- How do you know
- You can sell this product
- Product name KISS rule
Frederick W.S. Yung (14 Jan 11 Feb 2008)
32The One Sentence Marketing Plan
- How do you know
- You can sell this product
- Company name 2 consonant rule
- Hong Kong Industrial Technology Centre
Corporation HKITCC ITC Tech Centre - NCR / IBM/GE
- HongKong and Shanghai Banking Corporation HK
Bank HSBC - P C C W??
- AXA / National Mutual
- LMF TWINS -? Sa, ??
33The One Sentence Marketing Plan
- How do you know
- You can sell this product
- Company name 2 consonant rule
- Hong Kong Industrial Technology Centre
Corporation HKITCC ITC Tech Centre - NCR / IBM/GE
- HongKong and Shanghai Banking Corporation HK
Bank HSBC - P C C W??
- AXA / National Mutual
- TWINS -? Sa, ?? Charlene Gillian
34The One Sentence Marketing Plan
- How do you know
- You can sell this product
- Product niche real CRT LCD TV
- perceived Satchi
- promoted Mountain Cream
-
Corn oil, peanut oil cholesterol
-
-
Frederick W.S. Yung (14 Jan 11 Feb 2008)
35The One Sentence Marketing Plan
- How do you know
- You can sell this product
- Positioning
- - Hi-mid-low
- B O, Nakamichi-Yamaha, Denon-Panasonic,
Hitachi (BBK, Skyworth) - Young-mature-old
- Color 18 Jessica Episode (from Toppy)
- Giordano, Giordano Concept, Giordano Lady
- - Man Woman (cosmetics, real difference?)
-
36The One Sentence Marketing Plan
- How do you know
- You can sell this product
- to these places
- Direct sales
- complicated non-consumer products with detailed
explanation and after-sale service - Mainframe computers (PC? Copier? Printer?)
- Power generation plants, aircrafts
- Determined to hold significant market share (with
profitable after-sale service) -
37The One Sentence Marketing Plan
- How do you know
- You can sell this product
- to these places
- Wholesales / distributor / dealer
- middleman before end-users, appointed by
manufacturer - Volume business when local knowledge (stock,
warehouse, distribution logistics) is important - - Consumer / office durables
- - F M C G
Frederick W.S. Yung (7 Mar 09)
38The One Sentence Marketing Plan
- How do you know
- You can sell this product
- to these places
- Retail
- - location, location, location (Sogo, ????,
Xerox shop at New Henry Hse) - Easy to access (building, shop area, entrance)
- Where customers are (MTR, Regal Hotel Causeway
Bay) - Clustering (motor car, home decoration, LKF)
- (Sai Kung Mercedes at ???)
-
Frederick W.S. Yung (7 Mar 09)
39Frederick W.S. Yung (7 Mar 09)
40The One Sentence Marketing Plan
- How do you know
- You can sell this product
- at these prices
- Margin based
- Competitive price benchmark based
- Product life-cycle based creaming effect
- What-the-customer-can-afford based
- Convenience pricing
-
-
-
-
Frederick W.S. Yung (7 Mar 09)
41The One Sentence Marketing Plan
- How do you know
- You can sell this product
- in these quantities
- zero demand vs ? demand shoes to Africa
- Demand creation ginkgo biloba, bilberry,
- hair-growing tonic
- Expand market sector baby shampoo
-
-
Frederick W.S. Yung (7 Mar 09)
42The One Sentence Marketing Plan
- How do you know
- You can sell this product
- in these quantities
- Traditional s/d curve, price elasticity
- Population based toilet roll, baby formula
- Different market sector O E M
- O D M
- O B M
-
-
Frederick W.S. Yung (7 Mar 09)
43The One Sentence Marketing Plan
- How do you know
- You can sell this product
- within this period of time
- Product life-cycle management
- (Wrigleys chewing gum)
- Factor of resources distribution
- promotion
- production
capacity -
-
Frederick W.S. Yung (7 Mar 09)
44The One Sentence Marketing Plan
- The elementary
- The 4Ps (5Ps, 6Ps 10Ps) of Marketing
- Product
- Price
- Place
- Promotion (PR, Publicity .)
-
-
Frederick W.S. Yung (7 Mar 09)
45The One Sentence Marketing Plan
- The advanced
- Market Positioning
- determines
- Product, Price, Place, Promotion
-
-
Frederick W.S. Yung (7 Mar 09)
46The One Sentence Marketing Plan
- How do you know
- You can sell this product
- to these places,
- at these prices,
- in these quantities,
- within this period of time?
This is what marketing is all about
Frederick W.S. Yung (7 Mar 09)
47The One Sentence Marketing Plan
- How do you know
- You can sell this product
- to these place
- The mystery of location
- The Hotel Regal Causeway Bay
- The French restaurant in Wanchai
- Car dealership in Wanchai
- Home furnishing in Wanchai
- The Happy Valley mystery
- The North Point mystery
-
-
Frederick W.S. Yung (7 Mar 09)
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49The One Sentence Marketing Plan
- The most unbelievable
- quantity policy
- (8 items) Express Counters
- at supermarkets
Frederick W.S. Yung (7 Mar 09)
50The One Sentence Marketing Plan
- The most unbelievable
- product / promotion mix policy
- L M F
Frederick W.S. Yung (7 Mar 09)
51The One Sentence Marketing Plan
- The most unbelievable
- product policy
- 20 L C D T. V.
Frederick W.S. Yung (7 Mar 09)
52The One Sentence Marketing Plan
- The most unbelievable
- distribution policy
- Cable TV
- In living room bed room
Frederick W.S. Yung (7 Mar 09)
53The One Sentence Marketing Plan
- The Marketing Disasters
- Crepe and cheese cake shops
- KFC in early1970
- The Chinatel car phone in taxi
- The first pager in HK (early 1970)
- (1st mover advantage ? )
- The TEC phone in Hong Kong
- The old Crocodile shops
Frederick W.S. Yung (7 Mar 09)