Marketing APL Inventions
March 16, 2001
Kristin GrayOffice of Technology Transfer
ext. 7927
Outline
• Assumptions• Invention Marketing
– Targeted• Process• Inventor(s) Role • Timing
– General• Process
• Goals of Marketing• Future programs/plans
Assumptions*
There is no one marketing blueprint, but experience demonstrates some strategies should be pursued over others.
Technology transfer is a business of building relationships: “Tech transfer is a contact sport.”
Universities need to understand industry priorities The marketing process is a strategy. Define goals,
create a plan, implement that plan, track results.
*courtesy of Doug Jamison, University of Utah Technology Transfer Office
APL Invention Marketing
Targeted invention marketing
General invention marketing
Targeted Invention Marketing
• Invention/Assessment/IP Protection• Set strategy• Lead Generation• Lead Pursuit• Non-confidential invention summary
• Non-disclosure/Confidential disclosure Agreement
• Confidential invention information• Company visit/discussions
Marketing Strategy
• Application areas/industries• Key/appropriate companies in the
industry based on:– size– standing in this product line– stability and direction of company– availability of resources– location - Maryland preferred
Identifying Potential Licensees
• Tier 1 contacts: Inventors, OTT contacts, Industry R&D sponsor/partner, other personal contacts ->70% of license agreements generated from Tier 1 contacts
• Tier 2 contacts: Past licensees, Association of University Technology Managers (AUTM)/Licensing Executives Society (LES) members/referrals - 20%
• Tier 3 contacts: Market research - web, consultants, R.E. Gibson Library, corporate info services, CorpTech, NERAC, etc. - <10%
Non-confidential Invention Summary
• One pager:– The problem– The APL solution– Stage of development– Graphic/drawing– IP status – Type of licensing arrangement sought by APL
(exclusive, non-exclusive, etc.)– Contact information
• Inventor review
Invention Summary
Confidential Invention
Information
• Other papers/publications• Discussion with inventor• Confidential information• Conference call• Visit
After a two-way non-disclosure agreement is signed:
Inventor Role
• Invention marketing process is most successful with active participation by the inventor(s)– Send OTT your contacts– Review marketing materials– Interact with company to answer
technical questions (filtered by OTT)
Timing
• University invention marketing process can take from a few months to years depending on the industry, type of technology, (IT vs. biomed), stage of development technology, regulatory factors– Examples
• Akorn, GuardedProfile, FutureHealth
• Marketing Communications– Newsletter (TST)
– Press releases/coverage (CPA)
– Web site - www.jhuapl.edu/ott (TST)
– Event participation/hosting/ sponsorship
– Advertisements
– Marketing materials (print/online/multimedia - TST)
General Invention Marketing
Goals of Marketing
• To find a licensee• Continued assessment of the invention(s)• Relationship building: move tier 3
contacts to become tier 1
Rate of License
• At a mature (5-10 year old) technology transfer office, 20-25% of university inventions are optioned/licensed to industry.*
*source: Association of University Technology Managers (www.autm.net)
Future Plans
• All unclassified patents pending searchable on the web
• Customized email notification list of new inventions
• On-line trade shows• Inventor(s) to conferences• APL conferences, e.g. Next Generation
Sensor Initiative (NGSI)• University/industry affiliates groups
• Suggestions…?
• Part III. May 7, 2001: Licensing and Royalty & Development Income