The Changing Landscape ofTechnology Commercialization

ACCT Innovation 2013Toronto, Canada

December 5, 2013

Peter Cowan, P.Eng, MBA.www.ipstrategy.ca

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Agenda

• Fortune 100 Balance

• Technology Positioning

• TTO Roadblocks

• IP Issues

From the perspective of the Fortune 100

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Technology Needs:• Market validation• Working prototype• Customer validation• Channels and scalability• Unlocking and aligning with

the value proposition• Alternative to the technology• Strategic pricing

Corporate Influencers:• Personal motivators• Global businesses• Project timelines• Internal DNA• Risk tolerance• Budget

BusinessTechnology

Fortune 100 Thought ProcessComplex balance not just about the technology

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The Chasm(for Industry)

The Hidden Chasm(for Tech Transfer)

InnovatorsEarly

AdoptersEarly

MajorityLate

MajorityLaggards

Positioning of TechnologyWhere is the commercialization positioned?

Lab Prototype Product

Product Ready needs to be: • Proven• Scalable• Sellable• Business

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Technology Transfer Roadblocks

Comments to the Tech Transfer Office / Venture:• “Can’t integrate with the corporate process & timelines”• “I need to ship product, not wait for approvals”• “Don’t fully understanding the core business”• “Concerns about scalability, or working as promised”

Comments to the Internal Champion

• Multiple stakeholders but only 1 technical value proposition• This will impact another business, or awaken a competitor• Has become a legal + technical + business decision now

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Patent Specific Issues

Planning & Execution:• Assignment & ownership• Coverage and timing

Messaging:• IP linked to future success• Covers F100 gap

The Founders Dilemma:

“Do you want to be rich, or do you want to be King?”

Peter Cowan, P.Eng, MBA.www.ipstrategy.ca

Thank You