Ways of the scientific research commercialization

1.

Ways of the scientific
research
commercialization

2.

• When trying to commercialize the
results of scientific research,
innovators face certain problems
and risks.
• Large international companies are
the driver of world innovation
development.

3.

• The process of commercialization consists of
several stages:
• idea;
• early stage development;
• the final version of the prototype;
• launch into production;
• market diversification.
A prerequisite for innovation is a new product,
technology or service that must be sold.

4.

COMMERCIALIZATION PROCESS
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5.

1. IDEA
Stages of the genesis of an idea is the emergence of
the idea of the possible commercial use of a
scientific achievement.

6.

• An innovative idea can be
comparable to the idea
underlying the existing
prototypes.

7.

• Towards to the prototype, innovation can be
divided into the following types:
- Opening innovation. Such products or
technology do not have comparable
prototypes.

8.

• - Substitute innovation. There is a complete
replacement of existing prototypes.
It assumes the complete replacement of an
outdated product by a new one and thus the
more efficient performance of the corresponding
functions (for example, a new version of a mobile
phone, a technological process);

9.

• - Abolishing innovation. The use of such
innovation leads to the complete exclusion
of the product due to the emergence of
new functions.
Exclude the performance of any operation
or the release of any product, but does not
offer anything in return (for example, in the
pharmaceutical industry, new knowledge
contributes to the prohibition of the use of
a particular drug);

10.

• - Returnable innovation. There is a
return to the previous types, methods,
methods.
• imply a return to a certain initial state
in case of detection of insolvency or
non-compliance of the innovation with
new conditions of application (for
example, fashion trends, refusal of new
materials and technologies);

11.

• - Retrointroduction. Reproduces
old forms on a modern basis.
(for example, using wind power,
etc.)

12.

• - discoveries that create tools or
products that do not have
comparable analogues or
functional precursors (for
example, radio, DNA analysis).

13.

• Innovation is one of the most important foundations
for creating a competitive advantage for an
enterprise.
• This competitive advantage is largely determined by
the degree of novelty of the innovation:
• Absolute novelty. Analogues of the proposed
innovation are not available. Absolute novelty is
recorded very rarely.
Relative novelty. Such novelty is determined relative
to the selected trait or group of traits.
• In turn, the relative novelty can be private (individual
elements are new) or conditional (new combination
of known elements).

14.

At the present stage, the most important
characteristic of innovation is its market
novelty.
The properties of market novelty
include:
• expanding the range of potential
consumers;
• increasing the number of functions
performed by the product;
• changing customer needs.

15.

• Given the versatility of the concept of
"novelty" and the presence of this property
in various objects, many researchers give it
the following definition: novelty is a
combination of properties that characterize
the radical nature of changes to an object
and give it the right to be called new.
• New products to obtain the right to exist
need to ensure not only the novelty of the
technical solution, but also its
effectiveness.

16.

Innovative ideas may have different
origins.
• Sources of such ideas:
• - the vision of the inventor;
• - market signals;
• - the logic of the industry;
• - the results of scientific research;
• - actions of competitors.

17.

Product examples:
• Commercialized technology and
research, such as WI-FI, Bluetooth,
etc.
• Advanced food items. For example,
genetically modified food with an
extended shelf life

18.

Talking robot vacuum

19.

Sleep monitor
The device records all the sounds that a person makes in a dream
(sound activation), as well as the movements of the sleeper (coups on
the other side, etc.). Due to this, the owner of the device will be able
to identify the dependence of the quality of sleep on various factors:
temperature, late / early sleep, etc. In the future, monitoring of sounds
and movement of a person during the whole sleep in the form of
diagrams are displayed on the LCD display

20.

Mini fridge with speakers

21.

Videophone
• Can not only see your caller, but also send
photos and play games

22.

Video glasses with built-in
multimedia player
• These multifunctional glasses with headphones are
not only for watching videos, you can listen to music,
read books, watch photos. Manufacturers assure that
with such glasses you create an effect as if you are
looking at a 40 inch monitor at a distance of 2 meters

23.

Interactive TV console "Virtual Fitness"
Before the start of the game, special elastic
bracelets - “tags” are worn to the player. Several
games available

24.

Miniature stand-alone charging unit for
mobile phones in a ballpoint pen
• How often did you find yourself in a situation where an
urgent need to make a call, and the mobile phone sat
down? With this product you will not have this. Includes
connectors for mobile phones of 5 world brands

25.

Tourist speakers
These tour speakers are in an elegant,
waterproof vest.

26.

Searching device
• Designed to track the location of an important item
or favorite animal. For example, if this device is put
on the collar of your pet, and that one is outside the
limits of a given zone, then the device gives a signal
and helps to find it.

27.

Spoon with built-in scales
• Ideal for those who watch their figure. Now you can
weigh sugar, milk, sour cream, spices, butter and
other products.

28.

The "Anti-sleep" alarm device for drivers
• Responds to tilting the head down, including an
alarm. Will save your life if you often have to
drive sleepy behind the wheel of a car

29.

Personal planetarium
• Designed to play a starry sky map (2 interchangeable
cartridges: Northern and Southern hemisphere) on a
wall or ceiling in a dark room. It can be used to
create a relaxing and romantic atmosphere in an
apartment, house, or to show constellations in
schools, institutes

30.

Cheerful watchman
The device is designed to play a short message that you
record yourself. A motion sensor built into the eye
reproduces the message. With the help of tentacles
watchman can be placed anywhere. Suitable for sending
short messages.

31.

Alarm clock with the target
• Especially for sleepyheads. The alarm will not turn
off until you hit the laser gun into the target

32.

Electronic floor trainer counter number of
pushups
• A wonderful simulator that will allow you to find out
the total number of pushups, the effort expended in
kg.

33.

2. Early development
• The stage of carrying ideas is the development
of a technology for the production of a new
product that can be commercially
implemented.
• Stage of demonstration - the creation of an
experimental model, a prototype and its
presentation to potential investors and
customers.

34.

3. The final version of the prototype
• The stage of the emergence of innovation the formalized result of fundamental or
applied research, development and extreme
work in any field of activity to improve its
effectiveness;
• The stage of manufacturing the head sample
is the creation of a really working prototype of
a new product;

35.

4. Production start up
• Stage of mass production;
• Stage of sales of new products.

36.

5. Market diversification
• The stage of product promotion is the creation
of a market demand for new products.
• Stage consolidation in the market - the
acquisition of confidence that a new product
or technology will have a long and successful
future in the existing market

37.

• At each stage there is a feedback.
• It is necessary to clearly formulate
the goal and determine what results
need to be achieved.
• As a rule, each stage costs 10 times
more expensive than the previous
one.

38.

• In an innovative product,
technological characteristics,
components or materials used,
software, improved user
convenience.

39.

Standard models of research and
development commercialization results
1. Sale of research and development
results under license
2. Sale of the created business on
release of production
3. Receiving an order for a new research
and / or development work

40.

• The first model is to sell the results of
research and development under a
license.
• It is very difficult to create a common
algorithm by which it will be possible to
enter into the sale of a license.
• But as practice shows, the most real thing
is to come up with the idea of a product
on the results of your work and go to
someone who is interested in the release
of such a product.

41.

• Further, if there is an interest, the
institution or scientific organization
should finalize this idea to the needs
of a specific buyer.
• The license itself will not bring much
money, it's about one hundred
thousand (100 000), distributed over
several years. The institute will have to
spend a lot of effort and money on
maintaining licenses and patents.

42.

• The license is interesting in the aggregate:
when it is necessary to train people when
there are contracts accompanying this
process, when you become partners for
many years and new orders for research and
development come to you.
• This will bring more money and develop the
institute, it will have new competencies.
• An example of the second model of
commercialization is the sale of an
established business for the production of
new products.

43.

The third model of commercialization is scientific
outsourcing.
• Many large companies do not consider it
necessary to create their own scientific and
technical centers for their own research.
• Such centers create, mainly, for coordination of
outsourcing research.
• Commercialization of your resources is orders for
scientific research and experimental
development
• This is what is called open innovation.

44.

To ensure that the scientific and technical center of
the company was at a high level, we need not only
modern equipment, but also qualified scientists.
• A strong scientist will remain strong if he
communicates with colleagues.
• If you close it in a room and limit its activities to all
sorts of nondisclosure agreements, it will lose your
qualifications.
• The scientist must communicate, go to conferences,
talk with colleagues.
• Therefore, he will tell all about his results, no matter
how you warn him about confidentiality.
• On the other hand, scientific research is always
expensive.

45.

• Patents must be maintained, it is very expensive.
• For these reasons, companies are outsourcing.
• Their centers require more and more tools, and
therefore they are gradually reduced and retained
only as coordinators.
• Everyone is looking for ways to shorten the "ideatechnology" period. Everyone is interested in
speed.
• This speed is achieved through the search for
competencies in the market.

46.

How to turn a technical idea into an
idea of business?
Sequencing
Step One - to keep your application in secret
Step Two - express assessment of commercial
potential
Step Three - legal protection of the technical
Essence
Step Four - planning the implementation of the idea
of business
Step Five - preparing a presentation for the idea of
a new business
Case study

47.

• Step One .
1. To keep our applied idea in secret In order to turn
the idea into know-how, to formalize it as knowhow, we have a law.
• An appropriate structure should be built in the
organization.
• There must be an order of the director, where a
certain research result is called a commercial
secret, an act of possible economic value is
required because of the unknown to third parties,
confidentiality agreements with all who are
acquainted with the confidential result.

48.

• Trusting a confidentiality agreement is possible
only if the subject of the contract in the papers is
a commercial secret.
• Trade secrets always have a material component.
• According to Russian legislation, if there is a
violation of such a contract, material liability
arises.
• If you applied for a patent, then a certificate from
Rospatent confirms the priority and you can
already talk about the idea, trusting the
confidentiality agreement.

49.

• Step Two
• 2. Conduct a rapid assessment of the commercial
potential of its applied ideas.
• It should be understood that the volume of the
possible market and the amount of planned costs
should be 100: 1.
• This is a worldwide rule.
• This is a necessary condition.
• Sufficient conditions are the competence of the
project team.

50.

• Step Three
• 3. To issue intellectual property rights.
• All intellectual resources that are created
during the implementation of an innovative
project, always consist of two parts:
formalized and non-formalized knowledge.
• The carriers of non-formalized knowledge are
people who work in a team.
• People manage is difficult.

51.

• The task of the manager is to regularly extract the
accumulated knowledge from a person and translate
them into a material carrier.
• But it's impossible to translate everything.
• Information in Russia is not a commodity.
• Only the right to use it with information is sold.
• If you sell only information, then you sell the
material carrier.
• In order for the intellectual resources of an
innovative enterprise to grow in value, they must be
protected as objects of intellectual property.
• Informal knowledge can not be turned into an object
of law or an object of trade.

52.

• Step Four
• 4. Planning the implementation of the idea
of business.
• You must have a work plan to create a
product that can be sold.
• The author of an innovative idea, going into
negotiations with a representative of
business structures, should talk about what
the result of the cooperation will be.

53.

• There are 13 typical stages of the process of
developing a new product.
• Scientific research and experimental development
is only the sixth stage.
• And everything else is the information component
of this process.
• The production plan begins at the end.
• If you know who your client is and what is he
ready to pay for, you will be able to develop a plan
in accordance with this.

54.

Typical stages of the process of developing a new product
1. Initial review of resources and ideas for new products
2. Preliminary market assessment
3. Preliminary technical evaluation of the product
4. Detailed market research
5. Business analysis and financial analysis of the project
6. Product development
7. Testing the product inside the company
8. Testing the product by consumers
9. Experienced sales (market testing)
10. Verification of production capabilities (preparation of
production)
11. Business analysis of the project
12. Launch of full-scale production
13. Launching the product on the market

55.

Step Five
Structure of the idea presentation of business for the
investor
1. Confirmation of attractive (best in comparison with
competitors) consumer properties of a new product or
technology.
2. Prospects for the market for a new product or
technology, an agreement with future buyers, already
held sales.
3. The expected profitability of the new product, at least
some of the winning economic characteristics of the new
product
4. The required amount of venture investments with a
renewal why, for what purposes are investments needed
5. Suggested conditions for the investor

56.

• 1. Confirmation of attractive consumer
properties of a new product or technology.
• Do not go deep into the scientific and technical
component.
• It is necessary briefly to present an essence
which the layman can understand.
• It's good to have a comparison of your future
product with what's already on the market.
• Ideally, if you do not have a patent, but an
assessment of patentability.
• You need to obtain a patent when you have a
strategy to enter the market.

57.

• 2. Market outlook of the new product or
technology.
• You need to formulate your result in the
product concept.
• A lot of initial marketing information can
be obtained in conversation with
potential buyers.

58.

• 3. Winning economic characteristics
of a new product or technology.
• It is very important for an investor to
understand what the economic merit
of a product is.

59.

• 4. Required amount of venture
investments with justification,
for the payment of which works
such amount is needed.

60.

• 5. Proposed terms for the investor.
• For example, what part of the
business are you willing to transfer to
an investor?
• How will the person who gives you
money work?
• Who will buy this share from him and
after what time?