6. TRANSFORMERING AV FORSKNINGSRESULTAT OCH KUNSKAP TILL AFFÄRER - Arvidsvik Andrzej Brud, VD Chalmers Innovation Chalmers Innovation har sedan 1999 arbetat med transformering av teknikbaserade idéer till innovationer och affärer. Hur tar man helt nya och tekniska oprövade idéer till nya produkter i nya marknadssegment? Andrzej kommer att berätta om erfarenheter från Chalmers Innovation och nya utmaningar och möjligheter i kommersialiserings-processer. Lean-startup metodik.

1. Transforming knowledge to
products and business
Andrzej Brud
Chalmers Innovation

2. Andrzej Brud
– CEO, Business coach – Chalmers Innovation
– Active Member of the Board in numerous
technology based start-ups
– Closely involvedin start-up of more than 50
companies
– More then 25 years of experience from
business developmentand financing
– Entrepreneur
– Academic background – NaturalSciences and
Economics
andrzej@chalmersinnovation.com

3. Chalmers Innovation
• Evaluates 200-250 ideas/y
• Started 110 companies
• Companies grown at CI:
– Have turnover of +500 MSEK
– Have +500 employees
– Attracted 1,4 BSEK of private capital
– Operating Chalmers Innovation Seed Fund 170 MSEK

4. Agenda
• Transformation of ideas to business
–Transformation of technology to customer values
–Busines Idea Identification – basic tool/method
•Case studies
–Oxeon
–MicVac

5. Have you purchased a technical gadget lately ?

6. Digital Camera
The picture can be stored and
distributed digitally
Reduced costs
- Editing the pictures
- Instant pictures
- Possibilityto erase bad pictures
--The pictures can be sent to others
quickly
Reduced costs

7. Digital Camera
Properties User Advantage Benefit
Digital format Photographer
The picture can be
stored and distributed
digitally
Reduced costs
Digital Format Photographer
- Editing the pictures
- Instant pictures
-Possibility to erase
bad pictures
--The pictures can be
sent to magazines
quickly
Reduced costs
Increased income
Digital handling of the
photo
Photo Lab
Less chemicals and
machines
Reduced cost for the
for production
increased margins
Very small dimensions
Manufacturers of
electronic
equipment
The camera can be
integrated in a phone
– instant pictures
New business
opportunities

8. Business Idea Identification
An example:
Researcher presents a description of a new device:

9. Business Idea Identification
Q: – What can you do with the device?
A: – A lot of things!
Question – Is it good or bad?

10. Business Idea Identification
An example:
Researchers view
• Business view

11. BII - Business Idea Identification
Properties User Advantage Benefit
What are the unique
properties of the
specifictechnology
Which
persons/organizations can
benefitfrom using your
product?
What advantage by
using those properties
can a specific customer
achieve?
When using this
advantage, what benefit
will the specific
customerachieve?
Who is the user?
Who is the customer?
How much lower? How
much higher? How
much faster? How much
more effective?
How can it be valued in
terms of %, $, £

12. Business Idea Identification
LED - diodes
Properties User Advantage Benefit
Long lifetime
>100000 hours vs
incadescent bulb
(1000 hours)
Municipality
responsible for traffic
light
Fewer changes of
the light source
(traffic signal light)
Maintenance cost
lowered by 100 times
Earlier 100*50 Euro = 5000 Euro
Now 1*50 Euro = 50 Euro

13. Case Studies
• Evolution of Invention Based Business
Market pull
-A defined problem
-Searching for a suitable
solution
There is a need from
someone
Technology push
-A defined solution
-Searching for a problem
There is an tech-idea from
someone

14. Case Study
Oxeon - From research results to DI Supergasell

15. Case Study
Case Study
Oxeon

16. Case Study
Case Study
Oxeon

19. Three primary market applications

20. Supergasell 2011

21. Case Study
Micvac
from Confusion to Epiphany

22. First meeting with the inventor
– A plastic bag
– Black insulating tape
– A knife
– Raw fish
– Spices
– Do you have a microwave
oven?
Case Study
MicVac

23. What happened
– Raw fish in the plastic bag
– Sprinkle of spices in the bag
– Sealed the bag
– Made a hole in the bag with the knife
– Taped the hole with a piece of insulating
tape
– Less than 4 minutes in the microwave
oven
Case Study
MicVac

24. The Epiphany – the benefits
– Fish cooked and vacuumpacked in less then 4
minutes
– Fantastic texture and taste
– Extended lifetime of the fresh product
– Simple process, less space, less energy
– Convienience for the enduser in preparation
Case Study
MicVac

25. The Challenges
– From Epiphany to product and industrial
solution
• What product?
• What material?
• What process – no industrial microwave
ovens known
Case Study
MicVac

26. The Challenges
– In search for the Business model
• What to sell? License? The valve?
• Mimicing the TetraPack businsess model
• Selling license, material, valves and
machines
Case Study
MicVac

27. The protection of the business
– Patent for MicVac valve
Originally the tape over the hole
– Several patents on materials and packaging
– The knowledge of the industrial process using
microwave
Case Study
MicVac

28. The Production Line Case Study
MicVac

29. Case Study
MicVac

30. New Challenges
• Global competition
• Everything is running faster
• Limited funding
• Need to work faster
• Need to work smarter

31. What’s wrong with this picture?
Concept Product Dev. Alpha/Beta
Test
Launch/
1st Ship

32. What’s wrong with this picture?
• Both Customer Problems and Product Features are hypotheses
• Emphasis on execution rather than learning and discovery
• No relevant milestones for marketing and sales
• Often leads to premature scaling and a heavy spending hit if product
launch fails
You do not know if you are wrong until you are
out of money/business
Concept Product Dev. Alpha/Beta
Test
Launch/
1st Ship

34. NO:
Business Plan
Market Strategy
Organisation Charts
Funding
5 year Budget
Scenarios
....

35. IT’S ALL ABOUT INCREASING THE
PROBABILITY TO SUCCEED

37. GET FACTS!

39. Lean canvas

40. START VALIDATING BY
UNDERSTANDING THE PROBLEM

42. The one who iterates fastest- wins
1. You don’t perish
2. You own more of your company
3. You outperform competitors
 Time to no cash
 Execution momentum
 Motivation span
BUILD, MEASURE & LEARN UNTIL YOU GET TRACTION
There is a due date