Philippe Bergevin, CTI Program Officer Tamara Keating, Technical Information Analyst NRC-CISTI

1. Strategic Technical Information Analysis“Using science and technology intelligence to drive business results” FPTT Annual Meeting, Halifax, NS, June 2007 Philippe Bergevin, CTI Program Officer Tamara Keating, Technical Information Analyst NRC-CISTI

2. Agenda • A few words on Competitive Technical Intelligence (CTI) • S&T Innovation… An Integrated Approach • Issues and Challenges • Strategic Technical Information Analysis • What it is? • What it does? • How it works? • Benefits • “What next?”

3. Canada Institute for Scientific and Technical Information • Premier source S&T information in Canada • Locations across Canada • Team of highly skilled and experienced Technical Information Analysts • Wide range of subject expertise • Access to a leading edge suite of information search and analysis tools • Access to a national network of experts

4. The Pillars of Success • Create wealth for Canada • Invest in projects that will translate into commercial success • Avoid reinventing the wheel • Understand the S&T landscape and emerging trends • Identify alternative or competing technologies • Know who you are dealing with • Know the players, their level of activity, the collaboration networks… • Maximize the ROI • Identify new fields of application for your technology

5. The Lesson of a Champion “Skate to where the puck is going to be… not where it is…” Wayne Gretzky

6. The Power of Vision STAGES TYPE of COMMERCIALIZATION ACTIVITY 1-TECHNICAL 2-MARKET 3-BUSINESS EXPLORATORY PHASE 1-INVESTIGATION Technology Concept Analysis Market Needs Assessment Venture Assessment DEVELOPMENT PHASE 2-FEASIBILITY Technology Feasibility Market Study Economic Feasibility 3-PLANNING Engineering Prototype Strategic Marketing Strategic Business Plan 4-PILOT PRODUCTION Pre-production prototype Market Validation Business Start-up COMMERCIAL PHASE 5-FULL SCALE PRODUCTION Full-scale production Sales and Distribution Business Growth 6-MATURITY Production Support Market Diversification Business Maturity Based on Dr. Randy Goldsmith, Oklahoma Technology Commercialization Centre.

7. Where SynergyReally Pays STAGES TYPE of COMMERCIALIZATION ACTIVITY 1-TECHNICAL 2-MARKET 3-BUSINESS EXPLORATORY PHASE 1-INVESTIGATION Technology Concept Analysis Market Needs Assessment Venture Assessment DEVELOPMENT PHASE 2-FEASIBILITY Technology Feasibility Market Study Economic Feasibility • Perceived trends • Market need • Technology or product • uniqueness • Competitor overview • Barriers to market entry • Perceived ROI • Risk assessment • Product commercialization • issues • IP issues • Key players • Potential partners • State of the art • S&T Database search • Patent search • Competing technologies • Alternative technologies 3-PLANNING Engineering Prototype Strategic Marketing Strategic Business Plan 4-PILOT PRODUCTION Pre-production prototype Market Validation Business Start-up COMMERCIAL PHASE 5-FULL SCALE PRODUCTION Full-scale production Sales and Distribution Business Growth 6-MATURITY Production Support Market Diversification Business Maturity Based on Dr. Randy Goldsmith, Oklahoma Technology Commercialization Centre.

8. Intelligence Cycle NEEDS & KEY ISSUES provides insights … drive… ACTIONABLE INFORMATION INFORMATION SEARCH deliver… provides input to… ANALYSIS & SYNTHESIS CTI Reinforces Competitiveness Competitive Cycle of SMEs makes possible… COMPETITION spurs… COMPETITIVE TECHNICAL INTELLIGENCE INVESTMENT INNOVATION PRODUCTIVITY allows for… improves… • Reduces R&D costs • Reduces risk factor • Improves chances of commercial success • Improves time to market • Increases firm’s efficiency and effectiveness • Fosters partnerships and alliances

9. The Essence of CTI • Nature and level of R&D activity • Niches and opportunities • Potential breakthroughs • Networks of collaboration Technology CTI Market Competion • Market segments • Market drivers • Perceived market needs • Trends • Best-in-class competitors • Potential partners • Promising areas for development

10. STIA Impact STAGES TYPE of COMMERCIALIZATION ACTIVITY 1-TECHNICAL 2-MARKET 3-BUSINESS EXPLORATORY PHASE 1-INVESTIGATION Technology Concept Analysis Market Needs Assessment Venture Assessment DEVELOPMENT PHASE 2-FEASIBILITY Technology Feasibility Market Study Economic Feasibility 3-PLANNING Engineering Prototype Strategic Marketing Strategic Business Plan 4-PILOT PRODUCTION Pre-production prototype Market Validation Business Start-up COMMERCIAL PHASE 5-FULL SCALE PRODUCTION Full-scale production Sales and Distribution Business Growth 6-MATURITY Production Support Market Diversification Business Maturity Based on Dr. Randy Goldsmith, Oklahoma Technology Commercialization Centre.

11. Client Focus The Intelligence Cycle DECISION & ACTION 4. Analysis/ synthesis 5. Assembly/ Report writing 3. Search /validation 2. Key issues 1. Needs assessment 6. Presentation/ delivery 1. PUBLISHED SOURCES TARGETS Evaluation 2.   3. VERBAL SOURCES  4.  5. INTERNET 6. Etc… Intelligence note NETWORKS  Search & validation Needs & priorities Analysis & report Dissemination “I want it fast, factual,and actionable.” Define issue or decision What are the facts? What do the facts suggest or mean for the decision? A Rigorous and Focused Work Process

12. What CTI is not… • Industrial Espionage • Accessing information ethically and by legal means • Market Research • More than understanding customer demand • Quick Internet checks, library keyword / literature searches • Beyond gathering…Uncovering the meaning • Fortune telling • Lowering the risk factor to decision

13. STIA… What it is • Strong IP focus • Data mining tools and techniques • Cleaned and interpreted data that identify: • Trends, patterns, threats and opportunities • Assistance in deciding the next steps for your innovation and commercialization activities

14. STIA- What it does… Who are the major players ? • Indicates level of activity and importance they place on the worldwide market

15. Bayer uses SoyOyl in Baydur 7308 J. Deere uses Baydur 7308 in body panels & Envirez 500 in hoods BioPolymers uses SoyOyl in Healthy Seal Spray foam insulation Urethane Soy Systems Co. produces SoyOyl Ashland Specialty Chemicals produces Envirez 500 Dow uses SoyOyl in BioBalance Universal Textile Technologies uses BioBalance in carpet backing Cargill Dow joint venture with FLA Kansas Polymer Research Ctre Pittsburgh State University Cargill carries out joint research with KPRC Cargill carries joint R&D with KFRO STIA- What it does… Business networks • Illustrate links between major players • Adjust your business strategy • Monitor trends, gaps, opportunities • Identify what niches are controlled by the major players

16. STIA- What it does… Who works with whom ? • Identify experts • Identify potential partners • « Who’s working with who? » • « Where is the greatest concentration of experts? »

17. Market Opportunity Summary Soy-Based Lubricants Market Potential Nine areas were investigated to determine the potential acceptance of soybean oil as a commercial alternative to mineral-based oils. Prob. of Acceptance (%) Possible Market share (%) Hydaulic fuel 40 5 Two-cycle 20 10 Bar/ Chain 60 50 Crankcase 80* 10 Drip oil 65 80 Rail & Flange 55 50 Wire Rope 70 70 Metal Cutting 30 10 Dedusting 50 50 STIA- What it does… What else is out there? • Identification of market and business infromation • Links to market studies • Complement to IP related commecial information Source: Market potential for soy-baesd Lubricants (from a report prepared by Omni Tech International for the United Soybean Board - February 2002).

18. Becton, Dickenson & Co. Brookhaven Science Associates Cdex Inc. Collectricon Chang, Richard K. ChemImage STIA- What it does… Who is who? • Details on companies • Information on potential licensees • Corporate affiliation between companies

19. How it works • Compile • Comprehensive search in patent, SciTech and business databases • Organize • Clean data to eliminate noise • Tabulate and synthesize large datasets • Look for patterns and trends • Establish Links • Verify and validate data with other sources, esp. business • Analyse • Interpret the information • Identify actions for decision-making

20. STIA Impacts and Benefits STIA provides CTI on global R&D advances, business trends and market demands that will help you: • Invest resources wisely; • Develop successful business strategies; • Anticipate emerging needs and trends; • Accelerate the decision making process; • Expand network of contacts, partners, collaborators; • Discover new applications of your technology.

21. What you can take away from it • Define the technological landscape surrounding an innovation • Avoid reinventing the wheel • Identify and understand trends • Identify key players and their level of activity • Know who you are dealing with • Identify existing technologies and their level of IP protection worldwide • Optimize your strategy • Identify networks of collaborators, their partners and licensing potential • Maximize returns

22. What you can take away from it 5. Identify new fields of application Optimize the return on investment 6. Position yourselves in the value chain Create leveraging effects 7. Target the zones that require specialized expertise Call on patent agents at the right time …Avoid paying more than is needed! 8. Give yourself a bird’s eye view of the market potential Oriented towards better decisions Target the aspects to drill down or to confirm