UTEN Methodologies for

Market-Driven Assessment

Cliff ZintgraffProgram ManagerUTEN@Austin

Heath NaquinAssessment Team LeadUTEN@Austin

What does the global(or local) market think of

your technology?

Quicklook: Our Challenge

We want to obtain market information and identify commercialization opportunities for our technologies.

Approach: Perform a Quicklook To uncover the voice of the market

Marketing: STP Segmentation Targeting Positioning

Exercise: A pink mobile gaming platform for patent examiners.

How The Quicklook Works

The Quicklook applies Fundamental marketing

concepts + Fundamental networking

concepts (“degrees of separation”) +

A primary research focusto uncover the “Voice of the

Market.”

How It Works1. We create a Technology Description

with a brutal focus on features, benefits and progress-to-date from the perspective of people in our market.

2. Using our networks and other leads from research, we interview people in our potential market/s.

Customers, End Users, Partners, Validators, Investors

How It Works3. We let those people lead us to the

right people – usually requires 8-12 interviews.

4. From interview results, we identify, in the positive and negative, opportunities and go-to-market strategies for our technologies/ventures.

ResultsWhen we are done, we have Authoritative understanding

of the “Voice of the Market” Initial understanding of the

size of the market opportunity Through our analysis, initial

go-to-market strategies, and If our opportunity is good,

real resources in the form of contacts in our market.

Technology Description

1. Is essentially an Elevator Pitch

2. Purpose is to attract attention

3. Maximum one page, shorter if possible

Description Elements1. Lay-person description of

technology2. The market’s problem3. Your solution4. Who it benefits, and how

-- “Aspirin is better than vitamins”

5. Accomplishments / ongoing activities

The technology is a sensor to measure biofilm and other deposits that form on pipes, ducts and other industrial equipment of a fluid network.

Undesired biofilms and deposits are major issues in many types of industrial plants that handle fluids. They are formed during fluid processing, and must be cleaned out periodically to ensure that the process runs properly. An effective sensor determines when and how the system should be cleaned, as well as when the cleaning process is complete. Optimizing cleaning procedures results in short operational cycles, less energy consumption, less environmental impact, and considerable savings.

Using a patented sensing technology that detects changes in the vibration of surface waves and the resonant frequency of the system, this product offers several advantages over competitive technologies available, including: Provides information on the amount of deposit Provides real-time information Non-intrusive: It is placed on the outside of pipes, avoiding product contamination and allowing use on existing piping systems in an operating industrial plant. Can be used on any type of industrial surface materials Easy to operate by non-specialists Less expensive to purchase and maintain Provides integrated information of the deposit formed on a significant surface area, minimizing the risk of misinterpretations

The sensor has been successfully tested in water, milk and personal care products in the lab. It is now being tested in an active beverage plant and in an industrial water cooling plant. The back-end processing power is currently a PC, but a small processing platform is being developed from existing technology. The product should be widely applicable to food processing, drinking water systems, personal care products, refineries, petrochemical plants and paper producing industries.

AnalysisDo you know anything about

this field?

Who could we call?

What did we learn?

InterviewsAssertions: You do not / cannot know

all the barriers for your technology

You do not / cannot know all the benefits

There are 2-3 deep experts whose insight is crucial to your effort

InterviewsStart with: Your network Your immediate network’s

network Researchers / Professors Associations Others?

Pitch to Your Neighbor

Pitch to An Expert

UTEN Methodologies for

Market-Driven Assessment

Cliff ZintgraffProgram ManagerUTEN@Austin

Heath NaquinAssessment Team LeadUTEN@Austin