MB6025MB7226 TECHNOLOGY COMMERCIALIZATION OVERVIEW Konsep Penting Technology s tock of relevant knowledge that allows new techniques to be derived proper set of knowledge Technology classification product process and management ID: 789442
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Slide1
Stages and Models of Technology Commercialization
MB6025-MB7226
TECHNOLOGY COMMERCIALIZATION
Slide2OVERVIEW
Slide3Konsep
Penting
Technology: s
tock of relevant knowledge that allows new techniques to be derived = proper set of knowledge
Technology classification: product, process and management
Technology commercialization: moving technology to a profitable position
Slide4STAGES OF TECHNOLOGY COMMERCIALIZATION
Slide5Fase
Komersialisasi
Teknologi
(1)
Scientific research
Product development
Consumption
Fase 1
Fase 2
Slide6Fase
Komersialisasi
Teknologi
(2)
Fase
imagining
Fase incubating Fase demonstrating Fase promoting
Fase sustaining
Slide7Fase
Komersialisasi
Teknologi
(3)
Concept Phase
Technical
Market
Business
Stage 1. Investigation
Technical Analysis-Step 1.
(New, unique&
technically feasible
)
Define concept
Confirm critical assumptions
Survey state of the art
ID critical barriers
Evaluate applicabilityDetermine technologyPatent,copyright,patent search,license agreementMarket Needs Assessment-Step 2. (Product meets clear market demand)Conduct market overviewID pricing structureID market barriersID risksID distribution channelsID trends and competitorsBackground research materialsVenture Assessment-Step 3.(Profitable product or venture opportunity)Estimate profit potentialConduct self, enterprise, commercialization assessmentsID professional needsID capital needsPreliminary cost and revenue estimate
Sumber: Goldsmith (2003)
Slide8Development Phase
Technical
Market
Business
Stage 2. Feasibility
Technically feasibility-Step 4.
(Total cost associated to produce)
Develop working model
Test technical features
Assess preliminary productibility
Conduct manufacturing assessment
Assess safety&environmental features
Finalize design
Product working model
Market Study-Step 5.
(target customers, market, pricing)
ID and quantity
Market size
Customers
VolumePricesDistributionCompetitorsPrimary market researchEconomic Feasibility-Step 6.(Returns justify investment)Formulate financial assumptionsDeveloppro formsID seed capitalForm advisory teamFinancial model represents business oppotunityStage 3.Development
Engineering Prototype-Step 7
(Prototype that exactly represents product)
Develop prototype
ID materials dan processes
Conduct tests
Develop manufacturing methods
Materials/functionality prototype of end product
Strategic Market plan –Step 8.(detailed profile of target market)
ID marketing team
Define target market
Select market channel
Field test
Final based on input - suppliers,market &
customers
Strategic business plan-Step 9. (final financial needs&seed capital)
Decide venture or license
Finalize intellectual property
ID management team
Select organization structure
Write business plan
The business plan
Stage 4.Pengenalan
Pre-production prototype-Step 10. (Ltd.production, performance&realiability)
Develop production prototype
Determine production process
Select manufacturing equipment
Design field support system
Demo product features
A limited production
Validasi pasar-Step 11.
(make sales)
Establish market relationship
Conduct limited sales
Analyze sales
Survey customers
Refine marketing plan
Sales
Business start up-Step 12.
(operational management team)
Establish business function
Hire staff
Execute contracts
Secure first-stage financing
An
Slide9Commercial Phase
Technical
Market
Business
Stage 5.Growth
Production-Step 13.
(Process dependable, raliable&optimized)
Prepare commercial design
Establish quality control
Construct facilities
Conduct full production
Finalize internal distribution
system
Production
Sales and distribution_step 14.
(Market share growth)
Expand distribution
Analyze competitor respons
Assess customer satisfaction
Assess distributor satisfactionRefine product featuresGrowing salesBusiness Growth-Step 15. ( monitor objectives to business plan)Monitor enterprise positionHire and train personnelExecute contractsArrange financingInstitute vision, mission and management policiesIncreasing revenuesStage 6.MaturityProduction Support-Step 16.
(Support of product)
Maximize production
Establish after-market support,
repairs and spares
Warranty service
Implement training program
Maximum production
Market Diversification-Step 17.
(Identity next generation products)
Develop market retention
Establish market scan
ID new markets
ID new products
New products
Business maturity-Step 18
(generating ROI)
Establish SWOT process
Invest profits
Monitor product life cycle
Monitor business trends
Monitor management
technologies
Implement innovations
Profits
Slide10Fase
Komersialisasi
Teknologi
(4)
Technology Readiness Level
Description
1. Basic principles observed and reported
Lowest level of technology readiness. Scientific research begins to be translated into applied research and development. Example might include paper studies of a technology's basic properties.
2. Technology concept and/or application formulated
Invention begins. Once basic principles are observed, practical applications can be invented. The application is speculative and there is no proof or detailed analysis to support the assumption. Examples are still limited to paper studies.
3. Analytical and experimental critical function and/or characteristic proof of concept
Active research and development is initiated. This includes analytical studies and laboratory studies to physically validate analytical predictions of separate elements of the technology. Examples include components that are not yet integrated or representative.
4. Component and/or breadboard validation in laboratory environment
Basic technological components are integrated to establish that the pieces will work together. This is relatively "low fidelity" compared to the eventual system. Examples include integration of 'ad hoc' hardware in a laboratory.
5. Component and/or breadboard validation in relevant environment
Fidelity of breadboard technology increases significantly. The basic technological components are integrated with reasonably realistic supporting elements so that the technology can be tested in a simulated environment. Examples include 'high fidelity' laboratory integration of components.
Slide11Technology Readiness Level
Description
6. System/subsystem model or prototype demonstration in a relevant environment
Representative model or prototype system, which is well beyond the breadboard tested for TRL 5, is tested in a relevant environment. Represents a major step up in a technology's demonstrated readiness. Examples include testing a prototype in a high fidelity laboratory environment or in simulated operational environment.
7. System prototype demonstration in an operational environment
Prototype near or at planned operational system. Represents a major step up from TRL 6, requiring the demonstration of an actual system prototype in an operational environment, such as in an aircraft, vehicle or space. Examples include testing the prototype in a test bed aircraft.
8. Actual system completed and 'flight qualified' through test and demonstration
Technology has been proven to work in its final form and under expected conditions. In almost all cases, this TRL represents the end of true system development. Examples include developmental test and evaluation of the system in its intended weapon system to determine if it meets design specifications.
9. Actual system 'flight proven' through successful mission operations
Actual application of the technology in its final form and under mission conditions, such as those encountered in operational test and evaluation. In almost all cases, this is the end of the last "bug fixing" aspects of true system development. Examples include using the system under operational mission conditions.
Slide12MODELS OF TECHNOLOGY COMMERCIALIZATION
Slide13Source:
Lashley
(
2004
)
Slide14Source:
Lashley
(2004
)
Slide15Source: Sharif and
Baark
(2008
)
Slide16Case: IIE Mexico
Slide17Overview of IIE
Source:
Aldape
(2009)
Established in 1975 in Mexico
Mission: to promote and support applied research and technological development with high added value to increase the competitiveness of electrical industry and other industries having the same needs
Slide18Technology Commercialization Model of IIE
Source:
Aldape
(2009)
Slide19Basic Model of IIE Technology Commercialization
Source:
Aldape
(2009)
Slide20Combined with Technology Management Framework
Source:
Aldape
(2009)