Leveraging Technology to Find New Pathways for Business Growth

Transcription

1 Leveraging Technology to Find New Pathways for Business Growth Technology-Driven Market Intelligence Technology Scouting Overview for Impact Washington Technology Acceleration - Half-Day Workshop Steve McManus May 12,

2 Brought to you by RTI International RTI is an independent, nonprofit institute that provides research, development, and technical services to government and commercial clients worldwide. RTI works in Open Innovation Over 40 years of TDMI and Technology Scouting experience Thousands of projects Clients include all sizes of companies government agencies universities 2

3 RTI works with MEP Centers to provide TS & TDMI 3

4 TS & TDMI address technology-centered needs Technology Scouting We need something, where do we find it? Technology-Driven Market Intelligence We have something, where (else) can we sell it? 4

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6 Technology innovation drives business growth 6

7 Manufacturers value tech acceleration services NIST MEP YouTube Channel 7

8 TS & TDMI provide external perspective Internal Perspective Dilemma External Perspective Advantage 8

9 TS & TDMI address technology-centered needs Technology Scouting We need something, where do we find it? Technology-Driven Market Intelligence We have something, where (else) can we sell it? 9

10 There are many new product or market ideas... but how to choose wisely?

11 TDMI helps to choose wisely by considering the asset and where it has value

12 TDMI is market intelligence focused on technology Synthesis/analysis of information for actionable product recommendations Integrates consideration of technical factors, the benefits these enable, and the associated market value 12

13 TDMI is a subset of traditional market intelligence TDMI is MI focused on the market benefits and impacts specifically related to a technologybased asset (idea, product, or process) Market Intelligence Trends Technology-driven Better Faster Cheaper Competition User segmentation Barriers to entry Brand-driven Customer perception Brand extension 13

14 Companies need TDMI when they Have a new idea, product, or capability What markets could I sell this in? Have a current product or capability Are there other markets I can move into? TDMI Does NOT solve technical problems or identify new ideas DOES help companies make a business decision on: 1) moving forward with new idea 2) expanding into new markets 14

15 TDMI enables companies to understand Idea, product, or capability value proposition Prudent investing options Product and market development scenarios Potential partners and customers

16 What are the opportunities and threats? What are the strengths and weaknesses? What kinds of questions does TDMI answer? What are the potential applications for my product or product idea? Is my product or product idea viable for a given application, and if not, how might it become viable/competitive? What are the strengths and weaknesses compared to other offerings? How big is the potential market for a given application? What are the trends and drivers? What are the market entry opportunities (e.g., partners that can help me get there) and threats (e.g., competitors, regulations) for a given application? 16

17 How does TDMI accomplish this? By considering technical parameters, complexities, or issues that are likely to impact product acceptance/success By assessing commercial opportunities and barriers for targeted applications and market spaces By gathering real-world insights from industry experts to give confidence in the answers to key questions By using a proven process that integrates a robust tool set S O W T 17

18 Indicators a company is ready for TDMI They can explain the idea, product, or capability They can explain why information is needed They are prepared to invest the necessary resources to go to market but be careful to know what the key questions are to focus the effort!

19 When does it make sense to use TDMI? Technical parameters, complexities, or issues exist that need to be addressed 19

20 TDMI case studies from MEP client projects Precision fab company expands opportunities in lockbox market Company finds partner to make hot idea a cool reality SBIR firm discovers path to commercialization Opportunities targeted for new infant protection technology 20 Market insights take company into the blockbuster drug market

21 Questions Answers How to get into the commercial building market? What are the commercial market opportunities? What are the drivers and product attributes? What are the performance and technical parameters that must be met for commercial markets? How to effectively access the commercial market opportunities? [TDMI] helped us understand how to approach the commercial market. We needed to know who makes buying decisions, what was the size of the market. This helped us understand the potential. Dan Sauder, Sauder Woodworking Co

22 Questions Answers Where are there opportunities for unique prototyping capabilities? What sectors of the medical market have a need for anatomical models, and what are the drivers and growth trends? Who are the leading competitors and customers? What are the requirements and certifications for the medical sector? Are there other opportunities for rapid manufactured replica products versus simple prototypes? The TDMI engagement and expertise were extremely valuable in validating our technology. We gained solid information and answers to our questions about the market, potential customers, and our competition. Ray Biery, Managing Partner, ProtoCAM

23 Both case studies fit in the lower right of the quad 23

24 Exercise: Which situation applies to which quad? Exercise Instructions 1) Divide into small groups. 2) Review the three case studies (Algonquin, Prime Synthesis, and Salimetrics) in the handouts. 3) Use the Quad Tool to discuss which situation applies to each company. 24

25 NIST MEP Technology-Driven Market Intelligence Precision fab company expands market opportunities for lockbox Asset Algonquin Industries patented Lock-Pro cabinets provide ultrasecurity in a lightweight, customizable, and economical design. Company s Key Questions What are the best market opportunities for the cabinet based on its features? Where should Algonquin focus first? Who are the potential users, adopters, and clients, and what are their needs and preferences? How are the target markets and value chains structured? What are the related trends and growth drivers, barriers, and threats?

26 NIST MEP Technology-Driven Market Intelligence Market insights take company into the blockbuster drug market Asset Prime Synthesis developed a new, functional, controlled porosity glass (CPG) for enhanced drug processing. The new media is potentially suitable to a wide range of purification applications and selective screening of biologics. Photo Credit: SEM imaging performed at NIST in collaboration with A. E. Vladar, B. Ming, and J. A. Dagata, Semiconductor and Dimensional Metrology Division Company s Key Questions What are the drivers and structure for the biologic materials purification market? Who are the leading competitors and end customers for purification media? Is the technology suitable for the biologic purification market? Would users adopt a new media? What are the key regulatory and performance criteria?

27 NIST MEP Technology-Driven Market Intelligence Freedom-to-operate clears way to breakthrough product Asset Salimetrics, a leader in salivary assay kits, developed a chemical derivative of melatonin that they wanted to use in creating a saliva-based immunoassay for melatonin detection. The assay has the potential to offer a much faster and simpler-touse test with better results than the only other competing product in the world. Company s Key Questions Is there intellectual property that would restrict their freedom to develop and commercialize a salivabased assay for melatonin? Are there any existing patents, filed or granted, specifically involving N-1 modified melatonin or indole compounds? What is the competitive landscape for salivabased immunoassays for melatonin detection?

28 Exercise 1A: Debrief 28

29 What is the TDMI process? Qualify Plan Research Analyze Report Engage client Meet Meet client Search secondary sources Synthesize information Document findings Determine whether client is Right and Ready for TDMI Understand what the client asset is and what the client needs to know Interview primary sources Develop SWOT analysis Deliver findings to client Scope project and level of effort with client Develop search strategy Capture findings and check in with client Draw conclusions and prioritize opportunities Profile best opportunities and recommend actions 29

30 TDMI Step 1 Qualify If the company is right, scope it right! TDMI Step 1 Tool or Technique Qualify Engage client Determine whether client is Right and Ready for TDMI Scope project and level of effort with client TDMI Right and Ready Scoping Tool 30

31 TDMI Step 2 Plan Understand the company s situation and develop a strategy TDMI Step 2 Tool or Technique Plan Meet Meet client Understand what the client asset is and what the client needs to know Develop search strategy TDMI Needs Assessment Tool, Research Map 31

32 TDMI Step 3 Research Capture and manage information to enable analysis TDMI Step 3 Tool or Technique Research Search secondary sources Interview primary sources Capture findings and check in with client Standard Research Methodology Detailed Research Map 32

33 Market Asset TDMI Step 4 Analyze Use SWOT framework and opportunity prioritization TDMI Step 4 Tool or Technique Analyze Positive Negative Synthesize information Develop SWOT analysis S W Draw conclusions and prioritize opportunities O T SWOT Analysis Tool 33

34 TDMI Step 5 Report Provide actionable recommendation with support TDMI Step 5 Tool or Technique Report Document findings Deliver findings to client Profile best opportunities and recommend actions TDMI Deliverable Template (Sample) 34

35 TDMI has a proven process with a robust tool set Qualify Plan Research Analyze Report Engage client Meet client Search secondary sources Synthesize information Document findings Determine whether client is right and ready for TDMI Understand Proven what the client Interview Process asset is and primary sources Develop SWOT Deliver findings to analysis client what the client needs to know Scope project and level of effort with client Develop search strategy Capture findings and check in with client Draw conclusions and prioritize opportunities Profile best opportunities and recommend actions Robust Tool Set S W O T 35

36 TS & TDMI address technology-centered needs 36

37 Tech Scouting helps to find unseen solutions by using divergent and then convergent searching

38 Tech Scouting expands the search outside the norm A service to search outside normal channels to find existing solutions for an unmet technology need technology scouting Company unmet technology need types: To enable a new product development To solve a current product issue To solve a unique process issue To get unique expertise/skills or a specialty resource. 38

39 Tech Scouting can help companies by... Clarifying the key technology need Defining what a solution would look like based on key technical, business, and partner criteria Finding viable options and evaluating the best solutions Validating potential solution providers/partners

40 Tech Scouting does this by... Considering the unmet need and providing broad thinking about solving it based on fundamental solutions and real-world analogues Landscaping and assessing solution providers using refined and prioritized criteria Gathering real-world insight from industry experts to give confidence in the solutions Using a proven process that incorporates a robust tool set 40

41 Indicators a company is ready for Tech Scouting They have studied and isolated the primary technology problem They understand the root cause and effects of the problem They have tried unsuccessfully to solve, or find a solution to, the problem They can clearly define criteria for a successful solution They are prepared to invest the necessary resources

42 TS case studies from MEP client projects Novel heating tunnel improves label applications Improving safety through glow-in-the-dark coatings Company finds high-temperature materials for hot products Technology partners found to move idea forward Bio-medical company finds technologies to go wireless 42

43 Problem Solution Plastic stringers on work centers Air Products, Lehigh Valley, PA, Icefly cryogenic coolant system Negative IMPACT 1 shift/week lost to stoppages Cooling fluid waste/handling Machine and trip hazard Positive IMPACT 33% more capacity ($2.5M) $20K/year less expense Safety hazard elimination

44 Challenge Opportunities (2) Need for growth opportunities Want value-added products E!WW led to new product ideas Needed technology and R&D partners to realize products Found, vetted 3 R&D partners Working on partnership agreement and SBIR funding Also identified 2 NEW products with partner company TS project led to new IP

45 Exercise: Scouting I have heard of Exercise Instructions 1) Take out the sheet Scouting I Have Heard Of. 2) Divide into small groups. 3) For each example of scouting in the form, work with your group to fill in the blank spots. 45

46 What is the Technology Scouting process? 46

47 Tech Scouting Step 1 Pre-Qualify If the company is right, scope it right! TS Step 1 Tool or Technique Prequalify Client technology need TS Right and Ready Scoping Tool 47

48 Tech Scouting Step 2 Understand the Problem Define and prioritize the requirements TS Step 2 Tool or Technique Understand the Problem Technology Needs Assessment Tool 48

49 Tech Scouting Step 3 Identify Solution Spaces Use a research methodology and organize search TS Step 3 Tool or Technique Identify Solution Spaces Solution Space Map 49

50 Tech Scouting Step 4 Select Target Spaces Review solution spaces with the company to help focus TS Step 4 Select Target Spaces Tool or Technique Down-select to focus on target spaces 50

51 Tech Scouting Step 5 Focus on Targets Compare solutions with company s requirements TS Step 5 Tool or Technique Focus on Targets Evaluation Matrix and Updated Solution Space Map 51

52 Tech Scouting Step 6 Deliver Solutions Summarize findings and deliver to the company TS Step 6 Tool or Technique Deliver Solutions Best Solutions, relevant to client need Deliverable Report 52

53 TS has a proven process with a robust tool set Proven Process Robust Tool Set 53

54 TDMI and TS provide the same core values Specific highly focused on company s specific needs Systematic proven process and methods Comprehensive broad perspective and thorough 54

55 Questions? 55

56 Contacts Kristin Kautz Impact Washington