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Turning Technology
into Business
Turning Technology
into Business
Technology Transfer
Leading Intellectual Property to Tangible Results
Raphael Barki
VP Marketing, Elandel Services
raphaelb@elandel-services.com
Tel. +972-73-2262614
Mob. +972-52-3000519
Day of the Entrepreneur
June 3rd, 2008 - Tel Aviv University
MIT Enterprise Forum, Israeli Chapter
Outline
• Intellectual property -
protecting your innovative
ideas
• Technology transfer - from
theoretic ideas to practical
products and services
• Monetization - when intangible
assets generate tangible
results
• Anyone can buy real estate
• Anyone can build manufacturing capacity
• Anyone can borrow money
• Anyone can hire an ad agency
• Anyone can hire skilled labor
but
only IP provides a unique advantage
The Differentiating Value of IP
Why IP Protection?
• IP is unique
• Inventions can lead to better products or
processes (R&D)
• IP protection safeguards your competitive
advantage (marketing)
• Investors love protected IP
When Is IP More Valuable?
• Broad scope
– Trial & error in product development
– Multiple applications
– Wider IP protection
• Pioneering nature
– First mover and learning curve advantage
– Less prior art means better IP protection
• Exclusivity
• Age
Definition of Technology Transfer
the process of
transformation
of the results of
R&D into
marketable
products or
services
• Tech. Transfer
office
• Tech. Transfer
office
• Incubator
• Business Angels
• Founders
• Friends / family /
fools
• Venture Capital • IPO
• Trade sale
R&D /
patent
Proof-of-
Concept /
Prototype
Seed capital
Series
A
Series
B
Series
C
Start-up
Growth
company
Spin-off
Licensing
Technology Transfer Critical Link between
a Bright Invention and a Business
From Ideas to Business
• Technology is a driver of success
• Sometimes unavailable inside the organization
• Buyers don’t care about technology, they care
about what’s in it for them and why they
should care
• How much units can it sell and with what profit
• How strong is IP protection?
• Is it ready for manufacturing?
Darwinism Applies to IP
• At least 70% of university patents never find a
commercial home (Technology Transfer Tactics)
• 80% of inventions licensed by MIT never ship
(Academy of Mgt. Journal)
• Only 1% of University technology disclosures
ever ship (AUTM & independent data)
• Independent inventors face even more
challenging odds
Suitable for the Israeli Market?
personal rain saver
cockroach swatting slippers
solar powered lighter
How to Transfer Your Technology
• Understand the position of your IP
within the technology marketplace
• Have clear in mind all technology,
legal and business aspects
• Define a compelling business
value proposition
• Target large, growing markets with
licensable applications
Technology Transfer Deliverables
• Technology assessment
• Market analysis and target applications
• Create and manage the marketing
process
• Identify prospective buyers and
licensees
• Deal negotiation
• Patent sale, licensing agreement,
investment, acquisition
Technology Transfer KSF*
• Access to technical decision
makers and IP executives
• Keep it confidential
• Marketing and communication
skills
• Negotiation and deal closure
capability
* KSF = Key Success Factors
IP Sellers and Buyers - Drivers
NPE = non-practicing entity
patent trolls (a.k.a. NPE)bankrupt
need claims for litigationssell rather than litigate
market controlbuild relation
buying simpler than filingjust research
strengthen IP portfolionot core business
shorten the R&D cycleimmature technology
gain competitive advantagewilling to monetize now
buyerssellers
Israel #1 in Patent Filings
Israel's Competitive Edge
Source: World Economic Forum
Global Competitiveness Yearbook
2006-2007
Israeli Universities
Tech Transfer Income (2007)
• Yeda (WIS): $100M
• Yissum (HUJ): $40M (400 licenses in 40 years)
• Ramot (TAU): $6.7M, 26 deals (11 in Israel)
• BGN: 15 licenses in 3 years
Sources: Globes, universities’ web sites
TT market value ~US$105B (Forrester Research)
Conclusions
• By protecting your IP you protect your competitive advantage
• Technology transfer is not a trivial process (Darwinism)
• Intangible assets can generate tangible revenue
Raphael Barki
+972-52-3000519
raphaelb@elandel-services.com

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Technology Transfer IP Elendel Forum Mit Israel

  • 1. Turning Technology into Business Turning Technology into Business Technology Transfer Leading Intellectual Property to Tangible Results Raphael Barki VP Marketing, Elandel Services raphaelb@elandel-services.com Tel. +972-73-2262614 Mob. +972-52-3000519 Day of the Entrepreneur June 3rd, 2008 - Tel Aviv University MIT Enterprise Forum, Israeli Chapter
  • 2. Outline • Intellectual property - protecting your innovative ideas • Technology transfer - from theoretic ideas to practical products and services • Monetization - when intangible assets generate tangible results
  • 3. • Anyone can buy real estate • Anyone can build manufacturing capacity • Anyone can borrow money • Anyone can hire an ad agency • Anyone can hire skilled labor but only IP provides a unique advantage The Differentiating Value of IP
  • 4. Why IP Protection? • IP is unique • Inventions can lead to better products or processes (R&D) • IP protection safeguards your competitive advantage (marketing) • Investors love protected IP
  • 5. When Is IP More Valuable? • Broad scope – Trial & error in product development – Multiple applications – Wider IP protection • Pioneering nature – First mover and learning curve advantage – Less prior art means better IP protection • Exclusivity • Age
  • 6. Definition of Technology Transfer the process of transformation of the results of R&D into marketable products or services
  • 7. • Tech. Transfer office • Tech. Transfer office • Incubator • Business Angels • Founders • Friends / family / fools • Venture Capital • IPO • Trade sale R&D / patent Proof-of- Concept / Prototype Seed capital Series A Series B Series C Start-up Growth company Spin-off Licensing Technology Transfer Critical Link between a Bright Invention and a Business
  • 8. From Ideas to Business • Technology is a driver of success • Sometimes unavailable inside the organization • Buyers don’t care about technology, they care about what’s in it for them and why they should care • How much units can it sell and with what profit • How strong is IP protection? • Is it ready for manufacturing?
  • 9. Darwinism Applies to IP • At least 70% of university patents never find a commercial home (Technology Transfer Tactics) • 80% of inventions licensed by MIT never ship (Academy of Mgt. Journal) • Only 1% of University technology disclosures ever ship (AUTM & independent data) • Independent inventors face even more challenging odds
  • 10. Suitable for the Israeli Market? personal rain saver cockroach swatting slippers solar powered lighter
  • 11. How to Transfer Your Technology • Understand the position of your IP within the technology marketplace • Have clear in mind all technology, legal and business aspects • Define a compelling business value proposition • Target large, growing markets with licensable applications
  • 12. Technology Transfer Deliverables • Technology assessment • Market analysis and target applications • Create and manage the marketing process • Identify prospective buyers and licensees • Deal negotiation • Patent sale, licensing agreement, investment, acquisition
  • 13. Technology Transfer KSF* • Access to technical decision makers and IP executives • Keep it confidential • Marketing and communication skills • Negotiation and deal closure capability * KSF = Key Success Factors
  • 14. IP Sellers and Buyers - Drivers NPE = non-practicing entity patent trolls (a.k.a. NPE)bankrupt need claims for litigationssell rather than litigate market controlbuild relation buying simpler than filingjust research strengthen IP portfolionot core business shorten the R&D cycleimmature technology gain competitive advantagewilling to monetize now buyerssellers
  • 15. Israel #1 in Patent Filings
  • 16. Israel's Competitive Edge Source: World Economic Forum Global Competitiveness Yearbook 2006-2007
  • 17. Israeli Universities Tech Transfer Income (2007) • Yeda (WIS): $100M • Yissum (HUJ): $40M (400 licenses in 40 years) • Ramot (TAU): $6.7M, 26 deals (11 in Israel) • BGN: 15 licenses in 3 years Sources: Globes, universities’ web sites TT market value ~US$105B (Forrester Research)
  • 18. Conclusions • By protecting your IP you protect your competitive advantage • Technology transfer is not a trivial process (Darwinism) • Intangible assets can generate tangible revenue Raphael Barki +972-52-3000519 raphaelb@elandel-services.com