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Technology Commercialization. Krakow 09 September 2012 Edward Scott

ES Technology Limited. Technology Commercialization. Krakow 09 September 2012 Edward Scott. Edward Scott - ES Technology Limited - 12 Steed Road Waitakere - Auckland - New Zealand - +6421661290. ES Technology Limited. Technology Commercialization.

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Technology Commercialization. Krakow 09 September 2012 Edward Scott

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  1. ES Technology Limited Technology Commercialization. Krakow 09 September 2012 Edward Scott Edward Scott - ES Technology Limited - 12 Steed Road Waitakere - Auckland - New Zealand - +6421661290

  2. ES Technology Limited Technology Commercialization • Technology - The making, modification, usage, and knowledge of tools, machines and techniques, in order to solve a problem, improve a preexisting solution to a problem and achieve a goal. • Commercialization - The process or cycle of introducing a new product or production method into the market Edward Scott - ES Technology Limited - 12 Steed Road Waitakere - Auckland - New Zealand - +6421661290

  3. ES Technology Limited Technology Commercialization The process of introducing a new product or system into the market using new or improved techniques or tools. Edward Scott - ES Technology Limited - 12 Steed Road Waitakere - Auckland - New Zealand - +6421661290

  4. ES Technology Limited Edward Scott - ES Technology Limited - 12 Steed Road Waitakere - Auckland - New Zealand - +6421661290

  5. ES Technology Limited The Roadmap to Success Edward Scott - ES Technology Limited - 12 Steed Road Waitakere - Auckland - New Zealand - +6421661290

  6. ES Technology Limited The Roadmap to Success • Research and Identify the market • Find and understand your customers • Invent and innovate • Protect - patents, trade marks, know how, etc • Build a business - Commercialize Edward Scott - ES Technology Limited - 12 Steed Road Waitakere - Auckland - New Zealand - +6421661290

  7. ES Technology Limited • Research and Identify the market LEARN THE EASY WAY • Diversions • Traps • Pitfalls • Avoid learning the hard way • Be realistic • More than a year • Cost millions of dollars • Avoid trial and error Edward Scott - ES Technology Limited - 12 Steed Road Waitakere - Auckland - New Zealand - +6421661290

  8. ES Technology Limited Research and Identify the market • What don't you know? • What do you wish you knew then? • Most don't realize how difficult it is • Most don't understand how long it will take Edward Scott - ES Technology Limited - 12 Steed Road Waitakere - Auckland - New Zealand - +6421661290

  9. ES Technology Limited The process is long, large, expensive, and complex Edward Scott - ES Technology Limited - 12 Steed Road Waitakere - Auckland - New Zealand - +6421661290

  10. ES Technology Limited Are you first? “A hole in the market does not equal an opportunity in the market” • First to have the idea • Opportunity to profit Edward Scott - ES Technology Limited - 12 Steed Road Waitakere - Auckland - New Zealand - +6421661290

  11. ES Technology Limited “Others may have tried and died so avoid the same fate” Edward Scott - ES Technology Limited - 12 Steed Road Waitakere - Auckland - New Zealand - +6421661290

  12. ES Technology Limited Talk to your peers in the industry • It may have been tried before • Past failure may not mean your failure Edward Scott - ES Technology Limited - 12 Steed Road Waitakere - Auckland - New Zealand - +6421661290

  13. ES Technology Limited The Best 1st Dollar you can spend Edward Scott - ES Technology Limited - 12 Steed Road Waitakere - Auckland - New Zealand - +6421661290

  14. ES Technology Limited The Best 1st Dollar you can spend • Patent submissions • Invention promotion • Advertising that they don’t need or understand • Unnecessary inventory • Do it right • Competent advice • Ask for references • Interview • Sound competent advice Edward Scott - ES Technology Limited - 12 Steed Road Waitakere - Auckland - New Zealand - +6421661290

  15. ES Technology Limited Holistic approach to technology commercialization • Manufacturability • Economics • Marketing • Use by customer • Market size & growth rate Edward Scott - ES Technology Limited - 12 Steed Road Waitakere - Auckland - New Zealand - +6421661290

  16. ES Technology Limited Good ideas - Bad Products • Not viable manufacturing techniques • Expensive • Apprehensive market • Ahead of its time Edward Scott - ES Technology Limited - 12 Steed Road Waitakere - Auckland - New Zealand - +6421661290

  17. ES Technology Limited Competitive advantage “The advantage your product has over your competitors” • What is it ? • Don`t focus on the attributes alone • Dominate your competitors • Research the market • Do your homework - be prepared • Understand the rules Edward Scott - ES Technology Limited - 12 Steed Road Waitakere - Auckland - New Zealand - +6421661290

  18. ES Technology Limited Consumer need versus market demand “Is there a need for my invention - NO” • Market need • Market demand • Difference between need and demand Edward Scott - ES Technology Limited - 12 Steed Road Waitakere - Auckland - New Zealand - +6421661290

  19. ES Technology Limited Market - Need Versus Want • Q - Why would someone buy something they did not need? • A - Because they wanted it • Q - Do you know someone who bought something they did not want? • A - Of course not Edward Scott - ES Technology Limited - 12 Steed Road Waitakere - Auckland - New Zealand - +6421661290

  20. ES Technology Limited Edward Scott - ES Technology Limited - 12 Steed Road Waitakere - Auckland - New Zealand - +6421661290

  21. ES Technology Limited • I want a Ferrari • I need a car Edward Scott - ES Technology Limited - 12 Steed Road Waitakere - Auckland - New Zealand - +6421661290

  22. ES Technology Limited Question How can there be a need for a product but no demand for it? Answer If the market is not even aware that the new technology exists. Edward Scott - ES Technology Limited - 12 Steed Road Waitakere - Auckland - New Zealand - +6421661290

  23. ES Technology Limited The “what if” scenario • Should I tell anyone? • Should I tell everyone? • What if no one believes me? “A market need for a technology exists on its own merit. A market demand for a technology must be created” Edward Scott - ES Technology Limited - 12 Steed Road Waitakere - Auckland - New Zealand - +6421661290

  24. ES Technology Limited Ingredients for success • Find out what your customers want • Offer it to them Edward Scott - ES Technology Limited - 12 Steed Road Waitakere - Auckland - New Zealand - +6421661290

  25. ES Technology Limited • Find & understand your customers • Find great customers • Do your research • Don`t sell to anyone who says the will buy • Your customers can kill your business • Unreasonable • Habit of non payment • Never know what they want • Too big for you • Push for lower price • Reverse engineer your product • Go into competition against you Edward Scott - ES Technology Limited - 12 Steed Road Waitakere - Auckland - New Zealand - +6421661290

  26. ES Technology Limited Sustaining your business What to do next? Edward Scott - ES Technology Limited - 12 Steed Road Waitakere - Auckland - New Zealand - +6421661290

  27. ES Technology Limited Staying ahead of your competition • Customers are restless • Customer want more but want to pay less Edward Scott - ES Technology Limited - 12 Steed Road Waitakere - Auckland - New Zealand - +6421661290

  28. ES Technology Limited 3. Innovation Innovation is the creation of better or more effective products, processes, services and technologies Edward Scott - ES Technology Limited - 12 Steed Road Waitakere - Auckland - New Zealand - +6421661290

  29. ES Technology Limited Why Innovate ? • Without innovation - your business has no future • The ultimate goal of innovation is to create value in the minds of your customers – whether this is business to business, directly to the end users or consumers. Edward Scott - ES Technology Limited - 12 Steed Road Waitakere - Auckland - New Zealand - +6421661290

  30. ES Technology Limited 4. Protection • Patents do not = protection = good business • Should I patent? • Only 2% of patent holders make money from their inventions - USPTO 2010 • 50 granted patents only 1 makes money • 98% fail to make money on their invention Edward Scott - ES Technology Limited - 12 Steed Road Waitakere - Auckland - New Zealand - +6421661290

  31. ES Technology Limited 5. Build your business Turning a new technology into a dominant business • Find the IP - The Funnel process • The Commercialization Process • The Market Edward Scott - ES Technology Limited - 12 Steed Road Waitakere - Auckland - New Zealand - +6421661290

  32. ES Technology Limited Successful Technology Commercialization Edward Scott - ES Technology Limited - 12 Steed Road Waitakere - Auckland - New Zealand - +6421661290

  33. ES Technology Limited The Key to success A Great technology does not = a Great company Edward Scott - ES Technology Limited - 12 Steed Road Waitakere - Auckland - New Zealand - +6421661290

  34. ES Technology Limited “Success is the result of unrelenting Persistence and unbounded optimism” Thank You! Edward Scott ES Technology Limited 12 Steed Road, Waitakere, Auckland New Zealand +6421661290 References:- S.Overhault Edward Scott - ES Technology Limited - 12 Steed Road Waitakere - Auckland - New Zealand - +6421661290

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