Patents meet Marketing - How does the Patent Strategy according to lesson #3 match with a successful product development cycle?

1. Patent Strategy 10
Patents meet Marketing - How does the Patent Strategy according to
lesson #3 match with a successful product development cycle?

2. RECAP
How is R&D typically done?

3. Typical R&D evolvement
product
perfection
100%
idea functional
model
prototype product 1.0 product 2.0
+
+
+
A
B
C
D
+
+
A
B
C
+
A
B
A
?marketing

4. How does this look like in practise?

5. Typical product development and marketing cycle (phase 1-4 of 6)
Phase 1: Idea
Phase 2: Functional Model
Phase 3: Prototype
Phase 4: Product
marketing
Success? never happens
yes
no

6. Typical product development and marketing cycle (phase 5 of 6)
Phase 1: Idea
Phase 2: Functional Model
Phase 3: Prototype
Phase 4: Product
Phase 5: Product 2.0
marketing
Success? never happens
yes
no

7. Typical product development and marketing cycle (phase 6 of 6)
Phase 1: Idea
Phase 2: Functional Model
Phase 3: Prototype
Phase 4: Product
Phase 5: Product 2.0
marketing
Success? never happens
yes
no
investor enters
Phase 6: Product 3.0
product dies

8. How can we improve this?
Start with Marketing at an early stage of the product development.
Right after conceiving the product idea and way before having a
product!

9. How does the Patent Strategy #3 match with a typical product development cycle (phase 1 of 4)
Phase 1: Idea
IP
Marketing#
Success? STOP
no
yes
A
# = use NDAs and Common Sense
where appropriate

10. How does the Patent Strategy #3 match with a typical product development cycle (phase 2 of 4)
Phase 1: Idea
IP
marketing
Success? STOP
no
yes
Phase 2: Functional Model
A
+A B

11. How does the Patent Strategy #3 match with a typical product development cycle (phase 3 of 4)
IP
marketing
Success? STOP
no
yes
Phase 1: Idea
Phase 2: Functional Model
A
Phase 3: Prototype
+A B
+ +A B C

12. How does the Patent Strategy #3 match with a typical product development cycle? (phase 4 of 4)
+ + +A B C D
+ +A B C
+A B
≤ 1 year
Phase 1: Idea
Phase 2: Functional Model
Phase 3: Prototype
Phase 4: Product
IP
marketing
A

13. How does the Patent Strategy #3 match with a typical product development cycle?
+ + +A B C D
+ +A B C
+A B
≤ 1 year
Phase 1: Idea
Phase 2: Functional Model
Phase 3: Prototype
Phase 4: Product
IP
marketing
A
100
%
+
+
+
A
B
C
D+
+
A
B
C
+
A
B
A

14. Conclusion
• Be faster than the competition when it comes to patenting the technology.
• Provide smart intermediate marketing activities during R&D. You can do so without fear of your ideas
being stolen.
• Stop product development at an early stage if the marketing of the product is not successful.
• Be faster than the competition when launching your product. Use the priority year benefits!