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Frank Larsen Birkeland Innovation AS Technology Transfer Office, University of Oslo. Washington 2. December 2004. Birkeland Innovation AS. Technology Transfer Office at the University of Oslo (UiO)
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Frank LarsenBirkeland Innovation AS Technology Transfer Office, University of Oslo Washington 2. December 2004
Birkeland Innovation AS • Technology Transfer Office at the University of Oslo (UiO) • Responsible for commercialization of UiO research results. Our task is to secure the IPR and to do technology transfer to industry. • Established 1. January 2004, 100% owned by UiO. • All Norwegian Universities have established TTOs.
Transatlantic Co-operation • TTO licensing • Companies with technology to license out (and in) • Companies that need capital and/or partner • Companies with products that need access to markets and set up business in North America
Licensing and Springboard Americas • Licensing of technology is one of the main tasks of the TTOs • Especially for biotechnology there is very often a need to license to a company located in North America • Proposal: The Norwegian TTOs could have one licensing officer located in US to get a more efficient licensing process as part of the Springboard Americas program
How Can a Norwegian Technology Company succeed in US? • Technology • Products • Market and key target customers • Co-lobaoration and partners • US subsidiary
Scandinavia as a Test Market • ICT and biotechnology: Scandinavia is a fast adapter of new products • Average four years for a new successful product to be widespread in the market compared to eight years in UK • Norwegian companies should seek success in Scandinavia before going for the US market
What is expected in US? • The product must work as specified • Deliver what you promised • Deliver on time • Efficient service and product support • Often tougher requirements than from Scandinavian customers
The GenoVision Story • Product: Fully automated system for isolation of genetic material from a wide range of biological samples (blood, tissue, hair etc.) • Target customers: Companies and universities doing genetic research/ diagnostics • 2000: Applications developed in collaboration with University Hospital Labs in Norway (OFU) • Spring 2001: Sold systems to all University Hospitals in Norway and Sweden (20 systems) • Autumn 2001: Commercial breakthrough in US: (selected target customers) • June 2002: GenoVision sold to Qiagen for $ 30 million. 2004: Revenue of > $ 10 million – total of more than 200 systems sold
GenoVision Facts • GenoVision Inc. For sales & marketing & service. Personell with strong background in molecular research and diagnostics • Invested in identifying key target customers: (Quest Diagnostics, UCLA, John Hopkins, American Red Cross, Althea) • Used the Norwegian key people when meeting with the customers and managed in this way to talk to decision makers • Strict quality control before and during system installation • ”24 h service and support”, both the American and Norwegian organisation on alert to deliver what we promised. Flew over from Norway when needed for the first systems. • Biggest challenge: Success created a back order problem, but we managed to serve the customers.
Springboard Americas • Local presence is needed • Select your customers • Technology/product must be ready • Norwegians must under-stand the urgency to deliver • Relationship selling; always check that the customer is happy • Springboard US can facilitate this • Springboard US can help with local advisors • Selection criteria • Selection criteria • You have spent millions in R&D, invest to get top sales and marketing people – can Springboard help?