A Commercialization Measurement System

1. A Commercialization Measurement System Jim Tolle Verisystem

2. Federal Technology Goals • Federal Technology Goals for Small Business Programs include ...the commercialization of the results of both the federal research and development programs mandated by the Small Business Innovation Development Act of 1982 and the Small Business Research and Development Enhancement Act of 1992* • Objectives of DOD SBIR Program • stimulating technological innovation • strengthening the role of small business in meeting DoD research and development needs • fostering and encouraging participation by minority and disadvantaged persons in technological innovation • increasing the commercial application of DoD-supported research or research and development results. * Source: Office of Technology, U. S. SBA

3. Title 15 Award Consideration • Federal Aid to Small Business Research--Awards shall be made considering the proposal’s commercial potential as evidenced by: • Small Business Concern’s record of commercializing research (Not In Proposal) • Funding commitments of other parties during Government investment period (In Proposal) • Follow-on funding commitment by 3rd parties (In Proposal) • Other indicators (May be in Proposal)

4. Federal Performance To-Date • SBA Office of Technology Current Assessment of Commercialization 30% 1999 Estimate of Firms Performing Phase II SBIR/STTR Efforts Which Are Expected to Achieve a Commercial Product or Service (For All Agencies -- Commercial & Defense Related)

5. Reasons To Improve • No Good Performance Measure for DOD Commercialization • Reasonable to be No Greater Than SBA’s Overall Estimate (~30% Best Case) • Mandated Goal to Achieve Best Commercialization • Hot Technology Market of 2000 Is No More • Commercialization Will Not Be Supported by Current Risk-Averse Mood of Investment Market • Greater Need for Public Investment in Capital Constrained Commercial Market • But Government Must Invest Wisely to Achieve Results • Target Investment to Research Promising Commercialization

6. How To Improve • Improvement Cannot Be Identified Without Measurement • Develop Better Commercialization Measurement Models • Develop Better Metrics • Develop Resources to Collect Metrics and Analyze Performance • Consider Enterprise-Wide Models & Metrics

7. The Enterprise Model • Each Agency Should Proactively Manage its Commercialization Program Across its Entities as a Single Enterprise • NASA Commercial Technology Program is a Proactive Model • Commercialization Goal is Integrated with Enterprise Goals • Metrics Must be Identified to Enable Meeting of Enterprise Goals

8. Example Model--NASA CTP Key to Successful, Proactive Managment Source: Commercial Technology Handbook, NASA Ames Research Center

9. Types of Metrics • Two Main Categories of Metrics • Technological Progress Metrics • Historically Well Tracked by Firms & Agencies • Usually Correlated with Meeting Technical Goals • Business Metrics • Proactive Approach Not Consistently Applied • Should Provide Correlation for Transferring Technology Into Marketplace

10. Deployment of Resources • Enterprise-Wide, Proactive Management of Commercialization Needs Resources for... • Policy Dissemination • Metric Data Collection • Performance Reporting & Analysis Are On-Line Approaches an Option?

11. Authority for On-Line Aids • Title 15, S. 638, subpara. (q) Each Federal agency required by this section to conduct an SBIR program may enter into an agreement with a vendor selected under paragraph (2) to provide small business concerns engaged in SBIR projects with technical assistance services, such as access to a network of scientists and engineers engaged in a wide range of technologies, or access to technical and business literature available through on-line data bases, for the purpose of assisting such concerns in - ...developing and commercializing new commercial products and processes resulting from such projects.

12. Benefits of On-Line Approach • Supports Policy Dissemination • Agencies Can Design Web “Portals” to Allow Single Point of Web Access To Policy Dealing with Commercialization Goals and Procedures • Provides Centralized, Efficient Metrics Data Collection • Firms Provide Metrics Data into Central Database through Internet Worldwide • Provides Timely Reporting and Real-Time Analytics • Web-Based Technology being Used by Industry for Real-Time Enterprise Management and Analytics

13. Verisystem Services • Verisystem Business Metrics System • Existing On-Line Database • Provides for Real-Time Enterprise Management & Analytics • Can Support DOD & Other R&D Program Commercialization Metrics • Provides Agencies and Others a Single Point for Data Collection and Analysis • Can be Modified Easily to Provide Portal Services to Support Agency Policy Dissemination Needs (Add Links to Agency Policy Pages)

14. Business Metrics Used A. Commercialization Plan Status B. Commercialization Clause Usage C. Reporting Ongoing D. Presented at Industry Conferences E. Reported in Technical/ Professional/ Trade Journals F. # of Partnerships G. Partnership Investment as % of R&D H. # of CRDAs I. Commercial Agency Agreements/ Legislative Mandates J. SBIR Phase II Commercialization Partners Identified K. Number of Patents L. Data Rights Retained by Non-Government Entity M. Software Code Maintained by Non-Government Entity N. State of Licensing of Product O. # of Commercialization Success Stories Reports Made # of Press Releases by Potential Partners P. Dual Use Agreement Status

15. Reporting Capabilities • Flexible Reporting Feature of Verisystem’s Business Metrics System • Can Support Varied Reporting Needs • Can Deliver Microsoft Office Format for Client Use Agency/Enterprise Reports Individual Project/Firm Reports

16. On-Line System Design • Based on Existing, Open, Freeware • Economical Re-Use of Existing On-Line Software • Already In-Place • No Capital Investment Needed • Core Data Base & Web Interface Already Developed • Some Links Added or Report Changes at Client’s Discretion • Design Based on DOT Theory for Successful IT Systems • Dr. Lawless, FUQUA School of Business, Duke U.

17. The Case for Verisystem • Better, Proactive Management Models and Tools Needed • Support R&D in Unsure Technology Marketplace • Internet Resources Are Encouraged by Law and Can Provide Efficiency Multipliers • Verisystem’s On-Line Business Metrics System Can Provide Immediate Support • Minimal Investment Required