1 / 14

Commercialization Strategies

Commercialization Strategies. Jenny C. Servo. Overview. What is commercialization? What is a commercialization Strategy? Factors that effect your choice of a strategy Sample strategies. What is commercialization?.

loc
Télécharger la présentation

Commercialization Strategies

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript


  1. Commercialization Strategies Jenny C. Servo

  2. Overview • What is commercialization? • What is a commercialization Strategy? • Factors that effect your choice of a strategy • Sample strategies

  3. What is commercialization? • “The process of developing markets and producing and delivering products or services for sale (whether by the originating party or by others)... commercialization includes both government and non-government markets.” -National Science Foundation SBIR Solicitation

  4. What is a commercialization strategy? Not defined in solicitations...but alluded to “...your company’s strategy for converting your proposed SBIR research into a product or non-R&D service with widespread commercial use - including private sector and/or military markets.” - DoD SBIR solicitation

  5. Commercialization Strategy The series of financing options that a company entertains to move its technology from concept to the marketplace

  6. Financing Roadmap Founders Sweat Equity On spec Federal Science for Hire State Corporations Economic Dev. $ Family friends Licensing Partnerships Subcontracts Debt Banks Leasing Business angels Accounts Association Attorneys Bankers Brokers Consultants Databases Print Media Equity Venture capital Investment Banker Profit

  7. Strategy Selection Process • Iterative ... build and test • Articulate at the outset and • Revisit • as you collect additional market data • as you develop the business case • during negotiations with partner/investor

  8. Commercialization Choices • Factors which effect your choice of a commercialization strategy • Mission • Vision • Business philosophy • Your current situation • Window of opportunity • Competitors

  9. Mission • Identity Statement • Business functions • Products and technologies • Markets served • Sustainable competitive advantage • For a company or a strategic business unit (SBU)

  10. Elements of Vision • 5-years out • Financial goals - revenue goals, profit margin goals • Market goals - customers served, market niche, geographic region, market share • Products and services • Image- How will you be perceived by customers, competitors, employees, community

  11. Typology of Visions The numbers are meant to be relative, not absolute

  12. Sample Strategy - Licensing VISION: Life-Style Company BUSINESS PHILOSOPHY Do what I enjoy

  13. Sample Strategy – Strategic Alliance VISION: Foundation Company BUSINESS PHILOSOPHY R&D and Manufacturing Conservative

  14. Sample Strategy - IPO VISION: High Potential Venture BUSINESS PHILOSOPHY I want to try it all

More Related