Product development global markets
.pdfProduct Development and
Global Markets
David Baker
Executive Director
University Technology Park at IIT
Perm Russia, May 6, 2014
Outline
•Stages in product development
•Globalization of the product
•Requirements for expanding to a new market
•Strategies for establishing a market presence
Commercialization Overview
STAGE |
NOTES |
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Idea |
Who Originated, Invented? |
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Assess |
Where does it fit? Who cares? |
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Plan |
What is the process? |
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Implement |
Who will carry this out? |
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Exit |
When/how to get value? |
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Commercialization Steps
IDEA
Who is the inventor?
Is this a breakthrough?
Patent, trade secret, trademark?
Global search?
Is it applicable to another area?
Commercialization Steps
ASSESS
What problem does this solve?
Is it a BIG market?
Who benefits from your success?
Commercialization Steps
PLAN
Who is the team?
Find a business partner!
What is the regulatory process?
Is there an intermediate step of value?
Commercialization Steps
IMPLEMENT
Where is the money coming from?
Grants, FFF, partnership?
Manufacturability?
Outsourcing?
Licensing, Partnering or Startup?
Investment Chart: stages and appropriate investors
Crowd Funding
Lawyer
University
FFF
Credit
Cards
Self
Volunteers
Accelerato
r
Grants
Angels
Customer
Philanthropy
Entrep Org
VC
Funds
Strategic
Partner
Angel
Orgs
SBA
Mortgage
Idea |
Seed |
Early |
Commercialization Steps
EXIT
Do you want to get rich?
Save the world?
Who succeeds most if you succeed?
Investors ROI
What next?
All Cell: Case Study in
Product Development
•Technology for thermal management of lithium ion batteries
–Tried to enter too many markets at once
–Automotive-Electric Vehicles
–Military—battery packs for soldiers
–Small EVs (scooters, bicycles)
–Stationary sources-grid level storage
•Finally focused—energy storage solutions company (13 years to figure it out)