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Rocket Science to Business, Lessons Learned from Technology Commercialization Projects
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Ferhan Bulca
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Slides from my talk at Innovation Factory on May 28, 2013
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Rocket Science to Business, Lessons Learned from Technology Commercialization Projects
1.
FROM ROCKET SCIENCE
TO BUSINESS: WHAT I LEARNED ALONG THE WAY... Ferhan Bulca, Ph.D., P.Eng. 28 May 2013
2.
Ferhan Bulca • Ferhan
Bulca, Ph.D., P.Eng. 2 Educator New Business & Product Development Consultant (select clients) www.ferhanbulca.com
3.
Commercialization Blueprint © Ferhan
Bulca 2013 3 Business Design Go-To Market Strategy Development Launch Monitor How do you plan to penetrate target markets and how do you plan to attract their attention? How do you develop the right thing quickly & efficiently? How do you find out what works & what wows customers? Do you have a solid sales process and plan? How do you learn from market response and how do you act? A business management tool to monitor and manage what matters to your business. Starting point of commercialization. This is where customer insight leads to need identification and a business model.
4.
THREE PROJECTS
5.
Year 1995 Internet goes
commercial
6.
7.
Internet-in-the-sky
8.
9.
10.
CellKeyTM
11.
12.
Softchoice Cloud
13.
Commercialization Blueprint © Ferhan
Bulca 2013 14 Business Design Go-To Market Strategy Development Launch Monitor Business Design
14.
Establishing a clear understanding of
customers’ needs requires being REALLY close to them
15.
Customers’ Needs
16.
Partnerships make or break
you. Choose wisely & carefully
17.
Strategic Partnerships
18.
Define the value
chain you will operate in and how you add value
19.
Re-Defining a Value
Chain DATA CENTER CSP / SAAS SOFTCHOICE CUSTOMERS
20.
Commercialization Blueprint © Ferhan
Bulca 2013 22 Business Design Go-To Market Strategy Development Launch Monitor
21.
Understand the prerequisites for adoption
in your field
22.
Go-To-Market Strategy
23.
Go-To-Market Strategy 21 3 ADVISORY
SERVICES PROFESSIONAL SERVICES SOFTCHOICE APP PORTAL MANAGED SUPPORT
24.
Commercialization Blueprint © Ferhan
Bulca 2013 26 Business Design Go-To Market Strategy Development Launch Monitor
25.
Plan for fast &
iterative development with assessment points
26.
Development Sub-system functionality Internal scientists External scientists First sales
27.
Commercialization Blueprint © Ferhan
Bulca 2013 29 Business Design Go-To Market Strategy Development Launch Monitor
28.
There is no
single right way of launching your offering
29.
Launch
30.
Commercialization Blueprint © Ferhan
Bulca 2013 32 Business Design Go-To Market Strategy Development Launch Monitor
31.
Measure things that
are relevant & actionable. For everything else, trust your gut
32.
Monitor
33.
Commercialization Blueprint © Ferhan
Bulca 2013 35 Business Design Go-To Market Strategy Development Launch Monitor Think Positively
34.
35.
ferhan@ferhanbulca.com www.ferhanbulca.com +1.416.854.6599
Notas del editor
CellKeySubsystem (component) functionalityInternal scientist useExternal scientist useEarly mfgFull mfg
W.E. Deming said “You can only measure 3% of what matters”