For a phase ii sbir, the commercialization plan requires much more detail. Similar to designing your business, this step needs to be completed before you embark on development. Earlier, i introduced a commercialization framework for new and innovative business development click here to read it. Commercialisation strategy introduction an effective ip management and commercialisation strategy will help a business define the ip assets they own and demonstrate how they intend to protect and exploit those assets on a commercial basis and integrate them into their wider business strategy. Medical device and diagnostic product commercialization. Software, open source, and copyright licensing office of. Small businesses, and the acquisition programs interested in sbirsttr technology, should start planning for commercialization as soon as a phase i contract is awarded. Product meets a compelling need you know how to develop and commercialize the product you have, or can access, the requisite expertise and resources phase ii sbir commercialization plan. Introduction of the sbir project and expected outcomes. Expect it, and have a plan for managing updates from the moment you launch. Describe, in laypersons terms, the proposed project and its key technology objectives. An integrated map to developing the innovation and.
The key objectives of articulating your gotomarket strategy are. Expect it, and have a plan for managing updates from the moment. Building on its strong culture of encouraging fundamental research, this technology transfer and commercialization strategy proposes a detailed action plan aiming to. This is the second posting in my series of five steps to technology commercialization. It describes the strategy that your organization will use to generate revenue, business opportunities, maps out a strategy to move forward and describes the current and anticipated landscaperesources required to address the opportunity enabled by your innovation. The transition and commercialization strategy development template included at appendix a is a tool that can be used to baseline and refine the strategy. Strategic product management plan nm working example. Given the timelines associated with the dod budget development process, it is crucial to begin identifying phase iii funding with ample lead time. Your pa will be a team member advising you on your commercialization plan and strategy during your participation in the program.
Today, new technology commercialization the ideatodevelop phase is similarly. Part 1 focused on the marketing plan the gotomarket gtm plan is a subset of the marketing plan and addresses how to execute on a specific growth strategy. A lifescience commercialization strategy serves as a framework for a company to achieve the highest return on in investment roi for their innovation. Before a commercialization plan can be developed and implemented, it must be driven by an overall commercialization strategy. Commercialization services university of georgia small. They can compete with incumbents through the product market, or they can cooperate with established businesses by selling their technologies through the market for ideas. Zentech presently has 14 ongoing programs, including one nonatp federally funded program. Prior to the resourceintensive engineering phase of product development, our commercialization strategy consulting services utilize a structured approach to identify and plan for unforeseen hurdles to positively affect your products market viability. As part of the strategic planning and decisionmaking process, the selection.
Your commercialization plan needs to be based around a specific product or service that will result from the sbir project. The researchers surveyed 118 startups that had successfully commercialized a new technology. Foster a progressive culture of technology transfer and commercialization. In a phase i sbir proposal, it is critical to convey a specific, relevant, and proven market need for your innovation, along with a logical plan to. A license is a permission to use intellectual property granted by the owner or controller to another party. The commercialization section is an often neglected component of an sbir proposal and it shouldnt be.
Commercialization planning is key to minimizing the uncertainty of launching a new diagnostic or medical device product. Commercialization plan guidance for phase ii applications. Using data from 12 small technology firms, this study shows that business model creates an operational level of commercialization process and it can help managers to plan the value delivery. Our principal advisor has been incredibly helpful in the presentation development and introducing us to experts e. Also explain how you plan to stay ahead of your competition in terms of your sales and marketing strategy. It must ramp staff up and down quickly and plan shifts for its staff.
In the planning stage, the appropriate map and strategies for success in. Theres been a lot of attention lately on innovation, agile development, npd and product road mapping. Startups, the authors observe, have two options when it comes to commercializing innovations. This past wednesday, we had a great strategy huddle topic focused on innovation strategies. Bill thomson is a product and marketing executive with expertise in developing new saas softwareasaservice and cloudbased services. The tagline of the sbirsttr program is americas seed fund. According to the wiki, gotomarket is defined wiki as the plan of an organization, utilizing their inside and outside resources to deliver their unique value proposition to customers and. Describe the product or service that you plan to bring to market and also describe your competitive advantage or value proposition to the customer. All are critical to developing new products but all fail dramatically in fully understanding the product commercialization process. Commercialization is the process or cycle of introducing a new product or production method into the market.
Since xerox had no competitive midrange model of its own, it embarked on a crash program to develop one. Creating a strategic product plan pragmatic institute. They found that possessing at least one patent an indicator of relatively secure intellectual property rights increased the probability of cooperation. Office of innovation commercialization strategic plan 20112016 3 vision and mission statements he mission and vision of any office should reflect and support the vision and mission of the larger institutional structure to which it belongs. Requirements, program and plan, innovation and commercialization. Early commercialization planning will also support the small businesss ability to align its sbirsttr technology with acquisition program schedules and requirements. Five steps to technology commercialization gotomarket. Take your software to market with these strategies that will improve your. Every company, regardless of size, should have a marketing plan. Commercialization strategy strategy inc medical device. Commercialization strategy and business plan development.
Focused marketing determines the appropriate commercialization strategy for innovations or groups of innovations, and finds the best fit among potential licensees. Template startup commercialization plan a good business plan always requires a good executive summary, and a solid executive summary can also serve as a quick pitch to a potential investor. The commercialization plan should offer a clear and concise description of the proposed works market potential and the planned path to commercialization. The process of commercialization is broken into phases, from the initial introduction of. An ebook reader can be a software application for use on a computer such as microsofts free reader. Commercialization plan a good business plan always requires a good executive summary, and a solid executive summary can also serve as a quick pitch to a potential investor.
The department of energy doe requests a two page commercialization plan that is uploaded through grants. Please note you do not need to go into detail about the technology in your commercialization plan. In the second case, a startup can, for example, license its technology to a. Activities 1pilot production of product or process. In addition, if the product is to be successful, it must have unique capabilities compared to the state of the art. Commercializing new technology profitably and quickly oracle. The office of technology commercialization helps ut researchers monetize software and creative content they develop while at the university. The actual launch of a new product is the final stage of new product development, and the one where the most money will have to be spent. Executive summary template the company was founded in year and describe what your business does or its principal mission or objective. Template startup commercialization plan berkeley ipira. Pdf business models in the commercialization processes. As i mentioned in my last article see it here, a weak commercialization strategy is one of the most prevalent sbir debrief comments we see. The commercialization plan should provide a description of each of the following areas.
Whether commercialization is accomplished through an existing company or a startup, a license or other agreement is needed to grant the rights to use the university invention. It describes the strategy that your organization will use to generate revenue, business opportunities, maps out a strategy to move forward and describes the current and anticipated. Universitys technology transfer and commercialization. Sbdc commercialization services are designed to provide innovative commercialization assistance for small and midsized companies to aid the realization of successful business milestones. The department of energy has been placing increased emphasis on commercialization in both phase i. Successive plans should increase that products effectiveness in doing so. However, the complexity of the task at hand requires constant reevaluation of ones strategy. Are you using this simple product commercialization checklist. Commercialization and innovation, strategy 45807 focuses on innovation transformational or disruptive innovations and by sustained innovations and on the development of open innovation business models and market strategies required to introduce these innovations into the market, grow thru market share capture, and to.
The essential goal of a product plan should be to ensure that a product is built that delivers some business value to a specific set of customers in order to meet certain financial goals based upon a defined corporate strategy. Innovation and commercialization onstrategy resources. So what drives a startups choice of commercialization strategy. Commercialization is the process by which a new product or service is introduced into the general market. Cmo, dod funding expert that will further help us with our commercialization efforts.
A ceos practical guide and marketing template for executing on growth strategies. Developing a robust product commercialization plan is a way to help minimize the uncertainty and maximize the success of your diagnostic or medical device product launch. Gotomarket strategies for successful software commercialization. Otc can help researchers find the optimal license type and distribution strategy for such work, which includes open sourcing. The goals of iptt marketing and licensing are to maximize the benefits of the relationship to all parties, and to get the innovation to market as quickly as possible. Product meets a compelling need you know how to develop and commercialize the product you have, or can access, the requisite expertise and resources phase ii. Whats the best commercialization strategy for startups. By taking a strategic approach to your commercialization strategy, you will be better positioned to be successful with your new product launch. Template startup commercialization plan uc berkeley ipira. Entrepreneurs and managers are provided education about business fundamentals and consulting services that will guide them through the commercialization process. Stage 3 commercialization objectives 1design validation. Miss out on successfully launching your product and not only will you miss your targets, but youll struggle to be credible. The noaa commercialization assistance program cap is designed to help noaa sbir phase ii awardees transition their sbirdeveloped products into the marketplace.
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