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USC ETTC © 2000
“When the rate of change outside is greater than the rate inside, the end is in sight”
Jack Welch, Chairmen General Electric
The future
USC ETTC © 2000
“60 % of the items manufactured today did not exist 10 months ago”
Lon Hatamiya, Secretary - California Trade and Commerce Agency
Abstraction
“Startups are now expected to go public within 6-18 months after venture investment”
Donna Jensen, Founder and CEO of startups.com
USC ETTC © 2000
“A severe depression like that of 1920-1921 is outside the range of probability.”- Harvard Economic Society, 1929
“With only fifty foreign cars on sale here, the Japanese auto industry isn’t likely to carve out a big stake in the U.S.- Business Week, 1968
“Who the hell wants to hear actors talk?”- H.M. Warner - Warner Bros., 1927
“There is no reason for any individual to have a computer in their home.”- Ken Olson,Digital Equipment Corp., 1977
“Everything that can be invented has been invented.”- Charles Duell, Commissioner U.S. Office of Patents, 1899
“No matter what happens, the U.S. Navy is not going to be caught napping.”- Secretary of the Navy, December 4, 1941
Status Quo Thinking
“But what … is it good for?” (the microchip)- Engineer - IBM, 1968
USC ETTC © 2000
Management
(Image courtesy of Lynda M. Applegate, Harvard)
Perform all services within corporate structure.
Select specific vendors for non-mission critical services.
Partner with world-class service providers
USC ETTC © 2000
Abstraction
Truth Knowledge Belief
Universal
No Debate
Effect
Social
Converge on debate
Cause
Personal
Diverge on debate
Cause
USC ETTC © 2000
The NASA Far West RTTC
“A knowledge transfer organization dedicated to
the highest level of professionalism and
innovation in all that we do.”
Mission Statement
USC ETTC © 2000
Management Team
Management Team includes:
• Former Director of Tech Transfer at Hughes Electronics
• Former Head of IR&D for Hughes Electronics
• Expert with 20 years experience in Knowledge Mining
• Executive Director with P&L and VC experience
• Former New Business Development Manager AlliedSignal
USC ETTC © 2000
Organizational Chart
School of EngineeringSchool of Engineering
Engineering TTCEngineering TTC
NASA ProgramsNASA
Programs
Commercial Programs
Commercial Programs
Campus Programs Campus
Programs
Far West RTTCFar West RTTC FLCFLC
Ames,Dryden,JPLAmes,Dryden,JPL RIBITRIBIT
Affiliate OfficesAffiliate Offices
10 Affiliate Offices in 8 states
10 Affiliate Offices in 8 states
Industry ContractsIndustry
Contracts
Business Development
Business Development
Aerospace 1Aerospace 1 Pre-IncubationPre-Incubation
Aerospace 2Aerospace 2
Renovation Funds
Renovation Funds
Research Park Funds
Research Park Funds
IncubatorIncubator Research ParkResearch Park
IMSCIMSC
USC ETTC © 2000
Organization History
Created in 1958, one of the National Aeronautics and Space Administration's founding purposes was to further technology transfer between the government and commercial sector.
• 1967 NIAC Started
• 1976 Subsidized Information Searches
• 1982 Information Services Expanded, RISS Launched
• 1984 Affiliate Network Starts
• 1991 Affiliate Network Expands
• 1992 USC Selected as RTTC
• 1994 Wins TRP Award
• 1997 ETTC Formed
Far West
Mid - Continent
Southeast
Mid-WestNortheast
Mid-Atlantic
USC ETTC © 2000
Modular System open model but allows space to be divided when needs. But better than rigid cubicle walls and allow collaboration between teammates and feels less secluded
Collaborating Quarters a centralized glassed area for staff meetings, brain-storming and formal conferences. This welcomes group involvement and minimizes
disturbances.
The Smart IT building of the future
Image courtesy of CIO magazine
USC ETTC © 2000
Integrated space for Infrastructure raised floors offer east access for quick upgrades to meet demanding bandwidth. Can also provide
water, power and HVAC space upgrades.
The Smart IT building of the future
Central area for power & networksthe IT friendly building will support ample power sources to accommodate any need. A central cable core for power and network wiring allow for easy upgrades and
trouble shooting.
Image courtesy of CIO magazine
USC ETTC © 2000
Knowledge Mining
• The Spiral starts from the cluster center
• Knowledge is gained as it moves outward
• Leads generated from direct/indirect interest
• Recalibrate demand curve for portfolio
USC ETTC © 2000
Maximizing Profitability
• A
• B• C
• D
• E
High Priced / Exclusive
Low Priced / Non-Exclusive
Sweet Spot = Highest Total Revenue
• Portfolio Management Approach
• Avoid “Cherry Picking”
• Licensing Strategy matches technology
USC ETTC © 2000
You can Sort by:Type or Category
or Filter by:NASA or COM
Try the DEMO
Each technology list the available
documentation we have
Our Technology Catalog
USC ETTC © 2000
• CAP 0: Decision to Patent
• CAP 1: Probe for market acceptance
• CAP 2: Analyze market data
• CAP 3: Technology Valuation
Commercial Assessment Model
USC ETTC © 2000
Create Marketing Dockets
• Create dockets for marketing technology groupings
• Can be provided in e-mail, fax or hard copy format
• Allows executives to quickly evaluate
• Emphasizes problem solved not usage
• Marketing Dockets Example
USC ETTC © 2000
America’s ClustersDRI/McGraw-Hill, Aug ‘96
Automotive
Aerospace/Defense
IndustrialMachinery
Transportation andDistribution
Financial Services
Tourism andRecreation
EducationalServices
Info/Media and Entertainment
Business Services
Health Services
Fashion, Apparel andTextiles
Home and LifestyleProducts
Agriculture andFood Processing
Bio-MedicalProducts
Electronics Machineryand Systems
Forest Products
Metals
ConstructionProducts
Energy andProcessMaterials
USC ETTC © 2000
1940
-196
5
1965
-199
0
1990
-201
5Motion Pictures
AviationElectronics
Defense Aviation
AutomobileManufacturing
FoodProcessing
Agriculture
Theme Parks
Motion Pictures
Television
ComputerPeripherals
Defense Instruments
Commercial Aviation
MetalProducts
GeneralManufacturing
InformationProcessing
DefenseAerospace
Theme Parks/Tourism
Visual Media Production
Professional Services
Multimedia Technology
Engineering Services
Technology-Based
Manufacturing
General Manufacturing
Information Processing
Business Services
The Evolution of Industry