Marketing Inside + Outside

= Upside

Natalie Chapman

Leader, Business Development & Marketing

ANSTO

ANSTO does not….

What does OPAL do?

ANSTO Businesses

0 30

Time (Months)

12

ANSTO Innovation

Technology Pipeline

TechnologyIntellectual

PropertyStart-UpCommercialisation

ModelEstablished CompanyLicensing

Science Meets Sales…

http://chemistry.about.com/od/imagesclipartstructures/ig/Science-Pictures/Mad-Scientist.htm http://deathby1000papercuts.com/2011/01/never-ask-a-stock-salesman-whether-its-a-good-time-to-buy-stocks/

Technology Commercialisation

Technology Push vs Market Pull

Production

Product

Sales

Marketing

Customer-oriented

Kotler (1996)

http://www.putitondvd.com.au/betamax.htm

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What is Marketing?

http://www.nike.com/

http://www.apple.com/

http://www.divamodels.com.cy/index.php?newsid=35

http://www.thirdwayblog.com/category/gillette/

Maximising Marketing Success

Market Research

Marketing Strategy

Promotion Sell

CustomerNeed

TechnologyProduct

Maximum chance of market success

Market Research

How many of you do your homework?

• Survey your market and customers• Gather and analyse market intelligence on competitors and partners• Monitor the market and survey the literature.

More science than art....

MarketingStrategy

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Strategies• Pricing• Placement/Distribution• Promotion• Product

Tools

• SWOT

• PESTLE

• ANSOFF

• PLC

Product Life Cycle

Promotion

Case Study – RemLife

• RemLife v3.2 is a software simulator for coal and

gas power stations to determine damage with

remaining life assessment of components and the

cost.

• Identifies at-risk components in hours not weeks.

• Developed by the Australian Nuclear Science and

Technology Organisation (ANSTO) in conjunction

with 12 power stations within Australia.

Internal and External Promotion is vital to success

Case Study – RemLife

Business Development Manager

• Conducted due diligence

• Briefed legal for agreements

• Prepared market analysis of US and UK

• Identified conference and meetings

• Organised promotional, presentation, web,

brochure, display/exhibition materials

• Prepared commercialisation plans

• Negotiated with interested parties

Inside• Board Report• Monthly Reports• Commercialisation progress• Articles – Testimonials

Outside • News articles• Promotional collateral• Web page – Downloadable demo• Articles in technical journals• Reports to Government• Directed presentations for potential licencees• Grant applications • Awards

Case Study – RemLife

Promotion

Upside

• Reduces internal barriers

• Greater customer awareness and recognition

• Improves technology and organisation credibility

• Higher value for product

• Increased success with grants and awards

• Stronger licencee interest

• Stronger position in negotiations

= Higher price for your technology

Case Study – RemLife

Are you trained for Sales?

Sell

http://deathby1000papercuts.com/2011/01/never-ask-a-stock-salesman-whether-its-a-good-time-to-buy-stocks/

• Prospect• Qualify• Pitch• Close the deal

Take Home - Speed Thinking

5 ideas for your

technology

Natalie Chapman

Leader, Business Development & Marketing

Australian Nuclear Science & Technology Organisation

Phone: 02 9717 9550

Email: natalie.chapman@ansto.gov.au

Web: www.ansto.gov.au

Web: www.ansto.gov.au/remlife