Session Four Agenda
• Present Revised Executive Summaries
• Product/Service Strategy
• Offensive & Defensive Strategies
• Intellectual Property
• Make/Buy Decision
• Group Discussion: Your Technology
In 2-or-3 Pages, Briefly Describe the
• Elevator Speech
• Corporate Legal Description
• Product/Service - What it does, how much it sells for, proprietary
• Market - Who’s going to buy, what is the sales channel.
• Management Team
• Investment Required
• Financial Proforma
• Note: Develop each topic for five years
“The Entire Body of Methods and
Materials to Achieve Such
- American Heritage Dictionary
• Internal: What Technology Do You Need?
– What Strategy Should You Choose?
– What Stage of Product Development?
– Should You Protect It? Can You? How?
– Can You Make It in Volume?
• Your Company Has Been Very Successful.
• You Make Effective Use of Technology.
• You Have Been Asked to Make a Brief
Presentation to a Group of Stakeholders on
The Technologies You Have Chosen.
Your Product/Service (Define)
• Who is Your Customer?
• What is the Customer’s Compelling
This is an Important First Step!
Who is YOUR Customer?
• Follow the Money Trail.
• Is Your Product Combined With
• Who Do You Call on to Sell Your
What is YOUR Customer’s
• Narrow It Down.
• Often a Simple Answer.
• Listen to Your Customers...
Listen to YOUR Customers...
• Focus on What Product Can Do For Them
(Not What it Does)
• Involve Users and Partners
• Listen to Your Customers--Even If You
Know The Answer
Why Are These Important?
Approaches to Your Strategy
• Offensive - Proactive
You Choose What You Want To Do With
• Defensive - Reactive
You Wait to See What the Need is As You Go
• Research & Design
• Technology Transfer Into Your Company
• Obtain Exclusive Sole-Source Agreements
Research & Design
Who is Funding It?
• People Exchanges
• Data Exchanges
• Patent Exchanges (Licensing)
Sell to Just One Company to Give Them
an Edge Against the Competition.
Summary of Offensive Strategy
• Identify Market Early
• Use Sales Engineering to Solve
• Revise Position Often, Based on:
– Market Feedback
• Trade Secrets
• Tool Kits (Prevent Others From Using)
• Industry Knowledge (Protect by Knowing)
• Manufacturing Infrastructure