UsTech TM (устехTM ) Discovery LLC TECHNOLOGY DISCOVERY & COMMERCIALIZATION COMPANY Dr. Eugene Buff Make Deals & Build Up Businesses 2 МОЛГМИ, МБФ, Биохимия к.б.н., Институт Биологии Гена, РАН Postdoc, Harvard Medical School Since 1999 – technology transfer, business development consultant Founder & President, Primary Care Innovation Consulting Co-Founder, UsTech Discovery LLC Make Deals & Build Up Businesses Technology – the totality of the means employed to provide objects necessary for human sustenance and comfort. Webster’s … - the application of scientific knowledge to the practical aims of human life or, as it is sometimes phrased, to the change and manipulation of the human environment. Encyclopædia Britannica Technology Transfer Effectiveness is the degree to which research-based information is moved successfully from one Individual or organization to another. Journal of the AUTM, Volume XII, 2000 Make Deals & Build Up Businesses Product Development Timeline 1. Could we be more efficient? 2. Could we move faster? 3. Could we save (spend less!) money? 10+ Years Up to $100MM Make Deals & Build Up Businesses UNIVERSITY Knowledge for Knowledge’s Sake INDUSTRY Management of Knowledge for Profit Teaching Research Service Profits Commercialization of New and Useful Technologies R&D Development Confidentiality Limited Public Disclosure Source: Louis P. Berneman, 1999 Marketing. Why it is important? All inventions/innovations are ‘genius’… Technical people/ inventors can’t talk about them objectively. Я (имя)…, изобретатель, г. N-cк. У меня есть изобретение «…». Патент RU №1234567. Аналогов в мире нет. Это лучшее изобретение 21 века в области механики. Моя технология вытеснит с рынка все ныне используемые технологии, как двигатель внутреннего сгорания вытеснил с рынка паровой двигатель…. Сейчас в мире нет пионерных изобретателей в области механики. Я один. К тому же нет настоящих экспертов. Армия дипломированных специалистов, называемых экспертами, на практике только для отчётности. Помните о роли личности в истории. Через несколько лет меня признает Америка, а за ней другие страны лучшим изобретателем 21 века. Мне присвоят разные премии и награды, но у меня не будет прав на мои изобретения. Премии и награды это ничто по сравнению с правами на изобретение. Россия будет внедрять мою технологию самой последней… Если мне в США предоставят Конструкторское Бюро и Экспериментальную Базу, то через год я предоставлю для США Эффективную систему ... Я допускаю, что переоцениваю свои способности. Время покажет. Make Deals & Build Up Businesses Marketing. Why it is important? (2) Great innovations could fail: ◦ microwave oven – first in 1947 (Raytheon) ◦ PDA – first in 1992 (Newton by Apple) Good, Patentable Science is Not Always Commercially Relevant Lack of Market is a Deal-killer Marketing Needs to Communicate Value Make Deals & Build Up Businesses Not Only Marketing. Who is this man? Kane Kramer Not only Marketing. Be on time. Marketing. Why it is important? (3) Blind Spot Story First time played back at the Lawrence Berkeley National Laboratory in 2008 Steven Johnson, How We Got to Now. What’s Needed to “Sell”? Successful project People • A technology champion • Prior business analyses from a business and/or technology team • Scientists to give industry presentations • Technical publications supporting the concept Market • A business proposition that meets a market need • Strong technology - market match • Competitive advantage over alternative technologies • Technology in use: “Proven value” • Large, growing markets for licensable uses Technology • Identifiable assets - patents, trade secrets, know how • Proof of concept - reduction to practice, prototypes • Identifiable applications within the scope of our rights Make Deals & Build Up Businesses Before starting ... Commercialization is a game of “what does he need” vs of “what have I got”! Formula for Success W – what – understand your technology W – why – what is the value proposition, why would anybody care… W – where – “where” are the companies who care are – markets, applications, value chain H – how – reaching out and delivering the three “W” message Make Deals & Build Up Businesses Technology Classification - Product Process Systematic (sends, processes, records, or receives data) Physical Technology – material objects. Biological – adapts to living things. Core Strategic Enabling Time A Technology = A Product Make Deals & Build Up Businesses Three key dimensions: ◦ Value proposition ? How does this technology outperforms current best-in-class? ? What are the key markets? ◦ Development status / transferability ? What was the highest stage of development? ? Can you support the transfer with samples? Data? People? Complete R&D ◦ Intellectual Property Design Product Production Engineer Produce Market and Sell Distribute ? How broad, defensible, and detectable are the patent rights? ? What are the existing licenses / encumbrances? Support Make Deals & Build Up Businesses Target’s Perspective COMPANIES’ UNMET NEEDS Missing feature / performance issue / legislation change Improve an existing product Improve price Reduce cost / identify manufacturing efficiencies Step function change in performance Monitor next generation technology curves Wholly unmet need Expand into new “white space” Make Deals & Build Up Businesses Deal Preferences Control over Knowledge and Know-How Sales, OEM Application/geography specific licensing How well Technology is Defined Buy all Rights, Venture Acquire Developer Capital Exclusive General License Joint Venture Exclusive Limited License. R&D agreement, Strategic Alliance Non-Exclusive License Control over Use Venture Collaborative R&D, Strategic Alliance Option or license (IP) How well Application is Defined Make Deals & Build Up Businesses Formula for Success 80% presentation & 20% information Be prepared. Energy. Connection. Rehearse. Timing. Clarity. When Selling a Technology Communication Styles Make Deals & Build Up Businesses Choose the right technologies (value proposition!) Well-constructed target list – multiple buyers Contact with the right decision makers – don’t get stuck Well-supported technical evaluation Market-based (and reasonable!) expectations Make Deals & Build Up Businesses Moving Through Stages of Technology Development Timeline of an Idea Idea Without a Use Need help with transition Idea With Intent (Business Plan) Commercial Product/Service Make Deals & Build Up Businesses 1960-1980 Some patent licensing in US and UK universities; not widespread 1980: Bayh-Dole Act in US begins acceleration of tech transfer, and competence builds in tech transfer offices Early 1990’s: Many US universities acquire competence; emphasis on spinouts begin; UK government begins increased emphasis on technology transfer, particularly spinouts Late 1990’s: Japan and Taiwan pass “Bayh-Dole-like” Acts. Singapore, Hong Kong, Germany, Finland, Brazil, China, South Africa, and many other countries begin or strengthen their systems for technology transfer from their universities and research institutes. 2000-2003: Interest in technology transfer is global. Countries look to technologies developed at their universities for economic development in the “Knowledge Economy” Royalties And License Fees Exports How to put other countries on this map? Only 18 (out of 200) territories are net exporters of license fees and royalties. This means that a few people living in less than a tenth of the territories in the world between them receive the US$30 billion of net export earnings for these services. http://www.sasi.group.shef.ac.uk/worldmapper/display.php?selected=99 Make Deals & Build Up Businesses - Actively build cross-cultural relationships - Get outside their comfort zones - Embrace diversity and explore its potential - Act ourselves towards relatedness - Persistence Too many meetings/competitions/’mentors’… with the very same participants. ◦ Low return and low practical value. Very little ‘tangible’ results for the participants Too many IT and software projects. ◦ Understand the logic (quicker returns & low budget) but: long term/high value projects are overlooked, underfunded. Too focused on money (i.e. investment) versus bigger picture – how to grow the business (partnerships, collaborations, strategic investments, etc.) Too focused on ‘sell’, not enough ‘buy’ License medical technologies from international companies or developers Manufacture and sell in RF To do list: - Raise initial funds for licensing. - Access/prepare manufacturing capabilities - Find & negotiate licenses. “In theory, there is no difference between theory and practice. In practice there is.” Yogi Berra. "Organizations, like teenagers, are blind to their choices…” Chip & Dan Heath. Decisive. “Do not teach me how to live, better help me financially.” I. Ilf & E. Petrov. 12 Chairs. “The probability does not work in real world; it is pay off that matters.” Nassim Taleb. Antifragility. Now what? Feel free to connect and ask questions: LinkedIn, http://www.linkedin.com/in/eugenebuff Facebook, http://www.facebook.com/eugene.buff Next Presentation/Education/Mentoring: ? deep dive into the topics; ? available to speak at conferences, seminars Consulting Services: o o o o o o mentoring on executive summaries & presentations market assessment strategy advisement commercialization assistance open innovation – training and implementation technology scouting Make Deals & Build Up Businesses Eugene Buff, MD, PhD Certified Licensing Professional (CLPTM) Registered Technology Transfer Professional (RTTP) Founder & President ~ Primary Care Innovation Consulting Co-Founder, Principal ~ UsTech Discovery LLC E-mail: [email protected] Skype: eugenebuff Make Deals & Build Up Businesses