Category Archives: Marketing Intellectual Property

Webinar: Effective Technology Marketing: Getting to the Negotiating Table

Effective Technology Marketing webinarIf you’ve kept up with Fuentek’s webinar series, you know by now that we are committed to perfecting and sharing technology transfer best practices. In our previous webinar, we gave step-by-step, how-to details on performing market-based technology assessments so that tech transfer offices can be more proactive and efficient in selecting the technologies to market and identifying the key next steps. Now, our new webinar, “Effective Technology Marketing: Getting to the Negotiating Table,” goes a step further in helping you make the most of a limited marketing budget. Continue reading

Posted in Marketing Intellectual Property | Tagged , | Comments Off on Webinar: Effective Technology Marketing: Getting to the Negotiating Table

Prototyping Licenses: Another Angle on Evaluation Licenses for Technology Transfer

Prototyping-LautDesignA few months ago, the IP Marketing Blog discussed the OpenUlster program at the University of Ulster in Ireland and its evaluation license. It caught my attention for its efforts to streamline licensing and help mitigate the risks that potential licensees may feel when contemplating a new technology. Here’s how the blogger described it: ‘To take out an evaluation license, which costs just one Pound, the visitor just clicks on the link to download the documents, fill out two forms and return them both to Ulster. “When the license is countersigned by one of our commercialization team, the firm has exclusivity to evaluate that technology,” says [technology commercialization manager Dr. John] MacRae… At the end of the evaluation period… the evaluation license can be converted into a full commercial license.”’ Continue reading

Posted in Licensing and Deal Making, Marketing Intellectual Property, Stories From the Field | Tagged , , | Comments Off on Prototyping Licenses: Another Angle on Evaluation Licenses for Technology Transfer

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

Posted in Competitive Intelligence, Marketing Intellectual Property, Tech Transfer Basics, Technology Commercialization Processes | Tagged , | Comments Off on Ramp Up to Tech Marketing Part 2: A Sound Plan and Licensing Strategy

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

Posted in Competitive Intelligence, Marketing Intellectual Property, Technology Commercialization Processes | Tagged | Comments Off on How to Write an Effective Technology Overview and Value Proposition: Webcast Guidance for Tech Transfer and Startups

Worth Reading: Biases, Funding, TTO Activities, IP Rights, Communication, and Trolls

We at Fuentek have run across some interesting items that I think you’ll want to read. In fact, we’ve decided to turn this occasional post into a monthly feature on our blog. Happy reading, and let us know what you think by posting a comment below or by sending us a private message via our Contact Us page. Continue reading

Posted in Economic Development, Marketing Intellectual Property, Symbiotic Innovation, Technology Commercialization Processes, Technology Transfer Offices, Worth Reading | Tagged | 2 Comments

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

Posted in Competitive Intelligence, Marketing Intellectual Property, Technology Commercialization Processes | Tagged , | Comments Off on Why Can’t I Just Start Marketing? A Tech Transfer Webcast

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

Posted in Competitive Intelligence, Marketing Intellectual Property | Tagged | Comments Off on Less Is More: Commercialization Factors for Technology Evaluation

Tips for Using Videos to Save Time, Money in Tech Transfer Marketing

Depending on the technology, incorporating videos into Web sites, blogs, and e-mail marketing campaigns can be a cost-effective method of promoting tech transfer opportunities. In particular, videos can be a wonderful way to present information on and demonstrate the capabilities … Continue reading

Posted in Marketing Intellectual Property | Tagged | 2 Comments

Managing Innovator-Prospect Interactions: Stories from the Field

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. Continue reading

Posted in Marketing Intellectual Property, Stories From the Field | Tagged , | Comments Off on Managing Innovator-Prospect Interactions: Stories from the Field

Applying the AMMO to Tech Transfer Events: Stories from the Field

Dr. Ricky Shyne of NASA's Glenn Research CenterWe at Fuentek are big believers in the power of specific, tailored marketing messages for technology transfer. Our approach focuses on the AMMO: Audience, Message, Mechanism, Outcome. In today’s Stories from the Field post, I’m going to share specific details of how we used this method to help a client accomplish a successful tech transfer outreach event. NASA’s Glenn Research Center approached us about putting together a technology showcase that would introduce Ohio businesses… Continue reading

Posted in Economic Development, Marketing Intellectual Property, Stories From the Field | 1 Comment