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Effectively communicate your business vision to key stakeholders.
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Trilogy Concept Vision
1.
ConceptVision
A successful way to communicate your technology concept and its business implications Trilogy Associates Systematic Growth Strategies that Work
2.
ConceptVision is …. a
vehicle for communicating .. • a unified message connecting an innovation to a business opportunity .. • to multiple internal and external audiences .. • touting the benefits of your innovation .. • for the purpose of gaining traction for your commercialization program. © 2004-2007 Trilogy Associates 2
3.
ConceptVision is not
… classical marketing communications. • It is directed both externally and internally and has multiple purposes. • It contains important technical details appropriate to scientist-users and clinician-users. • It requires substantial and equal skills and attention to business and technical matters. • It amounts to a sophisticated “soft sell”. © 2004-2007 Trilogy Associates 3
4.
ConceptVision can … take
many forms: • document • series of targeted documents • presentation • series of targeted presentations • talking points script • trade show storyboard • …and more © 2004-2007 Trilogy Associates 4
5.
Audiences & Sponsors •
Boards, investors, partners and advisors • Chief executive • Technology executive • Marketing executive • Sales executive • Customers … all exposed to a unified, convincing message © 2004-2007 Trilogy Associates 5
6.
Sponsors • The R&D
manager needs to “sell” a product concept to peers in marketing, sales and/or to the CEO – ConceptVision becomes a justification for launching a development program or commercialization activity – ConceptVision creates the bridge between a new technology and its market/business potential © 2004-2007 Trilogy Associates 6
7.
Sponsors • The CEO
needs to “sell” a concept to the board, investors, alliance partners, advisors and other stakeholders to commit capital – ConceptVision describes the business opportunity in concise terms that can be understood by non-experts in the technology – ConceptVision provides a convincing, integrated justification for action © 2004-2007 Trilogy Associates 7
8.
Sponsors • The marketing
manager needs to position a new product among competitive offerings with a unified message delivered to all – ConceptVision translates technology features to potential user benefits and highlights competitive differences – ConceptVision justifies committing marketing and sales resources – ConceptVision informs distribution partners © 2004-2007 Trilogy Associates 8
9.
Sponsors • The sales
manager needs a common descriptive tool to share with salespersons and certain sophisticated customers – ConceptVision becomes an effective, consistent training vehicle for non-experts in the technology – ConceptVision, or excerpts therefrom, can be shared with certain customers to help close “concept” sales © 2004-2007 Trilogy Associates 9
10.
What’s in ConceptVision?
• Executive summary • Technology description • Applications and benefits • Competitive positioning • Market characterization • Application notes • References © 2004-2007 Trilogy Associates 10
11.
Executive Summary • Start
with a brief overview – New method – Applications – Prospective markets – Business opportunity © 2004-2007 Trilogy Associates 11
12.
Technology Description • Develop
a concise description of the new method or new product(s) appropriate to a technically trained non-expert • Appeal to the scientist or clinician • Avoid “sales speak” © 2004-2007 Trilogy Associates 12
13.
Applications and Benefits
• Identify leading applications • Disclose corresponding user benefits • Maintain a strong user orientation © 2004-2007 Trilogy Associates 13
14.
Competitive Positioning • Compare
the new technology to established methods • Emphasize differences, advantages, shortcomings and relative costs of purchase and use • Translate advantages to incremental value • Identify leading competitors © 2004-2007 Trilogy Associates 14
15.
Market Characterization •
Identify applicable worldwide or regional markets • Roughly quantify available market potential • Address customer accessibility challenges and requirements © 2004-2007 Trilogy Associates 15
16.
Application Notes • Include
significant existing publications, ideally authored by users • Include existing unpublished details on leading applications • Include user endorsements if available © 2004-2007 Trilogy Associates 16
17.
References • Provide relevant
literature citations • Identify key patents and other IP • Include links to Internet resources providing useful background © 2004-2007 Trilogy Associates 17
18.
To get started
or to learn more contact … Joseph Kalinowski Principal Trilogy Associates 508.359.7806 jk@trilogyassociates.com www.trilogyassociates.com © 2004-2007 Trilogy Associates 18
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