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If you’ve read our earlier posts about market-based technology assessment, you know that Fuentek recommends this second step of technology evaluation as an essential precursor to technology transfer marketing. Assuming you are going to proceed with marketing a particular technology, how do you use the assessment’s information and analysis to begin developing the tech transfer marketing plan? The best marketing plans are those that take into account the questions listed here. It looks a little bit like the guidelines that our teachers used in writing classes. But this isn’t surprising since ultimately technology marketing is a communication effort. 
Innovators can often be a huge asset when you are in discussions with a potential licensee. After all, they bring more knowledge and expertise about the invention to the table than anyone else. They also often are a good source of information about potential applications and target markets. But as we at Fuentek have learned over many years of experience, one should never underestimate the strength of the connection between the innovator and his or her invention–and how that can help or hinder the commercialization process. Let’s take a look at a specific example. 
We’ve blogged often about the importance of digital channels in your communications strategy. Most recently, we’ve offered free webcasts with tips on marketing your technologies online and choosing the right mix of marketing mechanisms. Now, we have released an exciting new white paper that offers all of our best practices in one read. I wrote “