Category Archives: Competitive Intelligence

Worth Reading in Tech Transfer: Economic Development Trends, Open Innovation Costs, Sequestration Impact, and TTO Insights

Online reading of technology transfer newsOur end-of-summer worth reading list explores trends — or are they pendulums? — in the business/economy aspects of technology transfer, costs and benefits of open innovation, the impacts of sequestration, and insights from a few federal and university tech transfer offices (TTOs). Oh, and we have a funny video to close out the month. Enjoy! Continue reading

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Elaborating on OSTP Lab-to-Market Inter-Agency Summit Recommendations

This past spring, I had the pleasure of serving as a panelist at the Lab-to-Market Inter-Agency Summit convened by the White House Office of Science & Technology Policy (OSTP). This past week, the panelists’ recommendations were released (download the report), and they’re getting some well-deserved attention. And they deserve some elaboration. As summit co-chairs Joe Allen and Diane Palmintera wrote in an article published on Innovation Daily, the summit had an unusual format, with… Continue reading

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External Advisory Boards: A Short-Term Tool for Tech Transfer (or “Not Mr. Right, but Mr. Right Now”)

I was recently asked for my insights about technology transfer office (TTO) use of external advisory boards or committees. Such boards have been frequently cited in reports and the press as a useful tool — or even a required element — for improved tech transfer operations. The thinking is that external boards provide a means to obtain objective industry/market opinions about new technologies and/or to tap into technical expertise not available within the TTO. I am all in favor of… Continue reading

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Focus on Market Potential to Prioritize Active Projects: Stories from the Field

Stories From The FieldWe’ve blogged often about how planning for technology marketing helps TTOs be more proactive and efficient in selecting innovations to market. If your TTO is like most, you have more active marketing projects than you have the resources to handle. Therefore, prioritizing (and reprioritizing) your projects is the key to developing a strategic and agile marketing process that will provide long-term value. In today’s Stories from the Field post, I share details of how to apply what we’ve learned through years of identifying high-priority projects. Continue reading

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Patent Mapping Tools: Sometimes a Picture Is Worth a Couple Hundred Words

Last week, a tech transfer professional at a university asked me which patent analysis tools Fuentek uses in our market-based technology assessments. Our conversation then evolved into a discussion about how we use patent mapping as well as the value patent maps provide in evaluating a technology’s commercial potential. I’d like to share with you the perspective that I shared with him. Let me begin by being crystal clear: I firmly believe that analysis tools providing visual maps of the patent landscape play a useful role in… Continue reading

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Ramp Up to Tech Marketing Part 2: A Sound Plan and Licensing Strategy

ramp-up-to-techtransfer-marketingRamping up to successful and cost-effective technology transfer marketing depends not only on a range of proactive research activities but also on thinking through the licensing strategy and a sound marketing plan to help you achieve your goals. The Technology Licensing Strategy A licensing strategy need not be complex or even necessarily written down (although more mature offices may track it as a field in their IP management database). Nevertheless, it is worth taking the time to explicitly think about (1) what your goals are for the technology and (2) what type of licenses and licensees you should seek to meet those goals. Continue reading

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How to Write an Effective Technology Overview and Value Proposition: Webcast Guidance for Tech Transfer and Startups

Updated September 2016 • Whether you are a technology transfer manager seeking licensees for an innovation or an entrepreneur launching a technology-based startup, constructing an effective technology overview and its value proposition is paramount. These two related items play a crucial role in understanding and cultivating market interest in the technology. You use them in gathering market feedback as well as in implementing the marketing strategy. So what are they? Continue reading

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Why Can’t I Just Start Marketing? A Tech Transfer Webcast

Though it may be tempting to jump immediately into marketing an exciting technology that seems bound for tech transfer success, it’s important to look before you leap to ensure you’re making the best decisions about where to allocate your finite time and resources. Proactive research and planning is critical for developing marketing strategies that are efficient and cost-effective. We’ve blogged about this in our posts about the initial rapid screening and the more in-depth market-based assessment—the two steps for making informed commercialization decisions. The market-based assessment is so essential to technology transfer success that Fuentek has released a free webcast about it. Continue reading

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Less Is More: Commercialization Factors for Technology Evaluation

In working on technology assessments, it’s important to consider the most critical factors in order to efficiently determine the commercialization potential of your technology. After you’ve done all of your market-based assessment research, you should have a pretty good gut feeling about the commercialization potential of the technology. So to verify that your gut is right, we find that it’s often sufficient to evaluate just a few key factors in your final analysis rather than get mired down in a lengthy list. Continue reading

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Ramp Up to Tech Marketing Part 1: Proactive Research to Make an Impact

ramp-up-to-techtransfer-marketingOnce the technology transfer office (TTO) knows that a technology is fit for commercialization, it’s time to ramp up for actual marketing. This involves a variety of proactive research and planning activities that are critical for successful and cost-effective marketing. Identify the Target Market Developing a roadmap for successful marketing starts with identifying exactly who your prospective licensees are. The best practice is to start by considering the value chain. Because the value chain outlines the primary players in an industry, it is an essential tool to identify target markets and prospective licensees. It can also help ensure that you don’t waste time talking to companies who may be “interested” in your technology because they may want to use it but are not in the right value chain position to license it. Continue reading

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