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Market Assessment Final

The Neutriono Donut
The Neutriono Donut

The document provides an overview of key considerations for conducting a market assessment for a new product or technology. It discusses the importance of clearly defining the product and target customers, establishing a compelling problem statement and ROI analysis, assessing competition, developing an intellectual property strategy, engaging industry experts and advisors, outlining sales and partnership processes, and more. The presenter emphasizes that thorough market assessment is essential for business planning and success.

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MARKET ASSESSMENT SLIDES AND INFORMATION 息 2012 EARLE HAGER ALL RIGHTS RESERVED
REMEMBER If you dont know where you are going, you probably arent going to get there. Crossing the Chasm: Marketing and Selling High- Tech Products to Mainstream Customers or simply Crossing the Chasm 1991, revised 1999), Geoffrey A. Moore CRDF Training Ivano-Frankivsk and April 2012 2 Dnepropetrovsk 息 2012 Earle Hager
THE BASICS Everything is about Process CRDF Training Ivano-Frankivsk and April 2012 3 Dnepropetrovsk 息 2012 Earle Hager
AGENDA The Basics What is It? Product Assessment Good and Bad Examples Defining Your Customers The Pie Fight and how it relates to Customers Conclusion Lots of Forms CRDF Training Ivano-Frankivsk and April, 2012 4 Dnepropetrovsk 息 2012 Earle Hager
THE BASICS Define Product Define Customers CRDF Training Ivano-Frankivsk and April 2012 5 Dnepropetrovsk 息 2012 Earle Hager
VALUE STATEMENT Eventually, your technology will become part of a product on the market. What is the product? Why buy the product? What is your value to each part of the product chain? CRDF Training Ivano-Frankivsk and April 2012 6 Dnepropetrovsk 息 2012 Earle Hager
DEFINE PRODUCT Who has the problem? Who is willing to pay to fix the problem? What is it worth to fix the problem? CRDF Training Ivano-Frankivsk and April 2012 7 Dnepropetrovsk 息 2012 Earle Hager
MARKET ASSESSMENT The market assessment also includes the evaluation of your ability to enter the market. CRDF Training Ivano-Frankivsk and April 2012 8 Dnepropetrovsk 息 2012 Earle Hager
TWO STATEMENTS These two statements will end any discussion of your idea: I have no competition. Everyone in the world is my potential customer. CRDF Training Ivano-Frankivsk and April 2012 9 Dnepropetrovsk 息 2012 Earle Hager
COMMODITY Is the product a commodity? Both products and services can be commodities. Define your market so you will be first or number one in your market. This is how you differentiate. CRDF Training Ivano-Frankivsk and April 2012 10 Dnepropetrovsk 息 2012 Earle Hager
INTELLECTUAL PROPERTY Do you need protection in multiple countries? CRDF Training Ivano-Frankivsk and April 2012 11 Dnepropetrovsk 息 2012 Earle Hager
PRODUCT SYSTEM Is the Product part of a larger system? Will you be part of a larger product? CRDF Training Ivano-Frankivsk and April 2012 12 Dnepropetrovsk 息 2012 Earle Hager
OUR EXAMPLE - WHAT IS IT? The technology is a smartphone application which will allow medical staff to scan patient information and medications and upload them to the patient accounting system via hospital Wi-Fi. Cost savings will be found in more efficient inventory tracking and more accurate patient billing. CRDF Training Ivano-Frankivsk and April 2012 13 Dnepropetrovsk 息 2012 Earle Hager
WHAT IS IT? PART ONE Its an inexpensive application to be sold online. CRDF Training Ivano-Frankivsk and April 2012 14 Dnepropetrovsk 息 2012 Earle Hager
WHAT IS IT? PART TWO Its part of a hospital inventory system which allows the hospital to manage on floor inventory as well as managing the ordering process. CRDF Training Ivano-Frankivsk and April 2012 15 Dnepropetrovsk 息 2012 Earle Hager
WHAT IS IT? PART THREE Therefore, its part of a hospital information system. Inventory tracking is part of the ordering and patient billing process. The more efficient this process, the more efficient the billing process. CRDF Training Ivano-Frankivsk and April 2012 16 Dnepropetrovsk 息 2012 Earle Hager
WHAT IS IT? A SUMMARY In the first slide, limited. In the second slide and third slide, your customers are software companies which sell hospital information system, hospital administration groups, and other groups which need to track inventory and billing. CRDF Training Ivano-Frankivsk and April 2012 17 Dnepropetrovsk 息 2012 Earle Hager
COMPELLING PROBLEM WITH COST Problem Definition is Key Establish interest of listener who will follow your solution. Assume listener is knowledgeable in your business area. CRDF Training Ivano-Frankivsk and April 2012 18 Dnepropetrovsk 息 2012 Earle Hager
COMPELLING PROBLEM WITH COST - EXAMPLE Administrative time for keying information 12% Lack of timely inventory management More efficient order management More accurate patient billing CRDF Training Ivano-Frankivsk and April 2012 19 Dnepropetrovsk 息 2012 Earle Hager
BAD EXAMPLE - COMPELLING PROBLEM WITH COST Hospital staff must enter information on patient medicines on a regular basis Time savings from use of scanning system Less mistakes Everyone has a smart phone CRDF Training Ivano-Frankivsk and April 2012 20 Dnepropetrovsk 息 2012 Earle Hager
DISCUSSION OF HOW PRODUCT IS USED Demonstrate your knowledge of the business and the products currently in use Demonstrate why your idea is an improvement on the current systems Justify why your solution is unique or protected by patent CRDF Training Ivano-Frankivsk and April 2012 21 Dnepropetrovsk 息 2012 Earle Hager
DISCUSSION OF HOW PRODUCT IS USED - EXAMPLE Doctors and nurses scan information at patient bedside Synchronization occurs automatically on predefined intervals or events In the event a bar code is unreadable, the information will be manually reentered at the nurses station CRDF Training Ivano-Frankivsk and April 2012 22 Dnepropetrovsk 息 2012 Earle Hager
BAD EXAMPLE - NO DISCUSSION OF HOW PRODUCT IS USED Nurses scan patient and medical bar codes and therefore save time using our system CRDF Training Ivano-Frankivsk and April 2012 23 Dnepropetrovsk 息 2012 Earle Hager
DISCUSSION OF SYSTEMS Your product is part of a larger system How the product is implemented and utilized is key to your success Your understanding of systems demonstrates your knowledge of the business issues CRDF Training Ivano-Frankivsk and April 2012 24 Dnepropetrovsk 息 2012 Earle Hager
DISCUSSION OF SYSTEMS - EXAMPLE The smartphone application uploads a CSV file to the main hospital IS systems which can be imported. The application uses the hospital Wi-Fi for communications. By scanning patient medicine bar codes, there will be no requirement to download information, only uploading data. CRDF Training Ivano-Frankivsk and April 2012 25 Dnepropetrovsk 息 2012 Earle Hager
BAD EXAMPLE - NO DISCUSSION OF SYSTEMS The smartphone application is a standalone device and can be used with any hospital information system. It reads all bar codes. CRDF Training Ivano-Frankivsk and April 2012 26 Dnepropetrovsk 息 2012 Earle Hager
DOCUMENTATION OF ROI Definition of the problem leads to definition of the cost of fixing the problem. Key step is to identify the groups who have the problem and can justify spending to fix the problem. ROI includes the cost of not fixing the problem, which is an option. CRDF Training Ivano-Frankivsk and April 2012 27 Dnepropetrovsk 息 2012 Earle Hager
DOCUMENTATION OF ROI - EXAMPLE Efficient tracking allows more thorough accurate billing of products. More efficient tracking of administrative costs / overhead associated with the product. Updated inventory management allows for more efficient order quantities and floor stocking. CRDF Training Ivano-Frankivsk and April 2012 28 Dnepropetrovsk 息 2012 Earle Hager
DOCUMENTATION OF ROI BAD EXAMPLE Less administrative time for nurses. Less nurses and hospital staff required. Low cost to enter information. CRDF Training Ivano-Frankivsk and April 2012 29 Dnepropetrovsk 息 2012 Earle Hager
NOT EVERYONE IS A CUSTOMER Startups cannot focus on everyone as a target. Defining targets by a problem area or size allows you to allocate resources for specific groups. Building on successes at one customer will allow you to use their testimonial at similar customers. CRDF Training Ivano-Frankivsk and April 2012 30 Dnepropetrovsk 息 2012 Earle Hager
NOT EVERYONE IS A CUSTOMER - EXAMPLE Targeting 100-500 bed hospitals in the EU Larger hospitals have their own systems Smaller hospitals will not see the ROI There are 252 hospitals in the EU who fit our profile CRDF Training Ivano-Frankivsk and April 2012 31 Dnepropetrovsk 息 2012 Earle Hager
BAD EXAMPLE - EVERYONE IS A CUSTOMER All hospitals give medicine to patients and need to track the accounting. We need to cover all hospitals. CRDF Training Ivano-Frankivsk and April 2012 32 Dnepropetrovsk 息 2012 Earle Hager
THERE IS COMPETITION Competition is necessary it defines a market which has needs you can address. Competition allows you to define your solution in terms of options on the market. Competition allows you to develop a sales strategy in terms of products already in the marketplace. CRDF Training Ivano-Frankivsk and April 2012 33 Dnepropetrovsk 息 2012 Earle Hager
THERE IS COMPETITION - EXAMPLE Multiple competitors exist in larger IS systems for hospitals. There is a low barrier to entry in the development of smartphone applications. Under current billing processes, hospitals may not have a compelling reason to implement the system. CRDF Training Ivano-Frankivsk and April 2012 34 Dnepropetrovsk 息 2012 Earle Hager
BAD EXAMPLE - THERE IS NO COMPETITION There are no competitors in this space who are focusing on the hospital market. It is difficult to create systems which solve the problem we have described. CRDF Training Ivano-Frankivsk and April 2012 35 Dnepropetrovsk 息 2012 Earle Hager
IP STRATEGY IP allows you to mark off a space in the marketplace for your product. Without IP, you must create a sales / marketing advantage for your product. Both models will work. CRDF Training Ivano-Frankivsk and April 2012 36 Dnepropetrovsk 息 2012 Earle Hager
IP STRATEGY - EXAMPLE We have developed a provisional patent application in conjunction with our attorney. The product is a sales / marketing play and we will be developing the name brand by trademarks and web site reservations. CRDF Training Ivano-Frankivsk and April 2012 37 Dnepropetrovsk 息 2012 Earle Hager
BAD EXAMPLE - NO IP STRATEGY We have taken no steps to copyright, trademark, or patent our product line. We have no strategy to create a name brand for products which are a sales / marketing play. CRDF Training Ivano-Frankivsk and April 2012 38 Dnepropetrovsk 息 2012 Earle Hager
INTERNAL EXPERTS AND ADVISORS Seek external advisors with industry experience. Experts are critical for networking and introductions, not just advice. CRDF Training Ivano-Frankivsk and April 2012 39 Dnepropetrovsk 息 2012 Earle Hager
INTERNAL EXPERTS AND ADVISORS - EXAMPLE Key advisor Herbert von Karajan, former hospital administrator, Berlin Philharmonic Hospital. Beta site Staff members of the PDQ Bach Hospital, Warsaw, Poland have agreed to help evaluate the product during the pre-beta and beta stages. CRDF Training Ivano-Frankivsk and April 2012 40 Dnepropetrovsk 息 2012 Earle Hager
BAD EXAMPLE - NO INTERNAL EXPERTS OR ADVISORS We are a team of 5 programmers who have developed several games for the iPhone and Android phone. Sales are small but we have demonstrated our ability to create and sell the game. CRDF Training Ivano-Frankivsk and April 2012 41 Dnepropetrovsk 息 2012 Earle Hager
SALES PROCESS Critical to all planning Understand customer targets, length of time to close sale, time to place orders, time to supply, time to receive payment. From the initial contact, this can be 6-9 months on a successful sale. Establish plan which allows you to survive between the sale and payment. CRDF Training Ivano-Frankivsk and April 2012 42 Dnepropetrovsk 息 2012 Earle Hager
SALES PROCESS - EXAMPLE Pilot of 1 hospital for beta phase Target 15 geographical advantageous hospital for first quarter Develop sales plan for additional 100 hospitals for 2011 Advance sales plan for additional 100 hospitals in 2012-2013 CRDF Training Ivano-Frankivsk and April 2012 43 Dnepropetrovsk 息 2012 Earle Hager
BAD EXAMPLE - NO SALES PROCESS Roll out to 75 new hospitals each quarter System is self supporting CRDF Training Ivano-Frankivsk and April 2012 44 Dnepropetrovsk 息 2012 Earle Hager
PARTNERSHIPS FOR MANUFACTURING AND SALES FORCE As a startup, you have limited resources for infrastructure. Use contract manufacturing and determine the point in sales when it is feasible to develop your own manufacturing. Use relationships with complementary sales organizations to move product. CRDF Training Ivano-Frankivsk and April 2012 45 Dnepropetrovsk 息 2012 Earle Hager
PARTNERSHIPS FOR MANUFACTURING AND SALES FORCE - EXAMPLE We plan to leverage relationships with groups who already sell to hospitals in our target market. We plan to interface with other hospital IS systems and become key partners to these organizations. For manufacturing, we have identified contract manufacturers. CRDF Training Ivano-Frankivsk and April 2012 46 Dnepropetrovsk 息 2012 Earle Hager
BAD EXAMPLE - CREATE OWN MANUFACTURING AND SALES FORCE We will hire a small sales force to contact these hospitals and sell the product. If there is manufacturing, we will need to build our own plant. CRDF Training Ivano-Frankivsk and April 2012 47 Dnepropetrovsk 息 2012 Earle Hager
GOAL FOR END OF SECOND YEAR Develop a vision for your organization at the end of the second year. Include revenue, staffing, customer base. Develop implementation plan backwards from that point and create milestones. Stay focused on goals. CRDF Training Ivano-Frankivsk and April 2012 48 Dnepropetrovsk 息 2012 Earle Hager
GOAL FOR END OF SECOND YEAR - EXAMPLE Develop stable business process by mid 2012. Develop network and relationships for growth with revenue target of $1.5M US. Anticipated sales to 175 hospitals by late 2013 with staffing levels of 15 people for sales, support, administration, and development. CRDF Training Ivano-Frankivsk and April 2012 49 Dnepropetrovsk 息 2012 Earle Hager
BAD EXAMPLE - NO GOAL FOR END OF SECOND YEAR Continue to grow sales Add Asia and Middle East to targets in 2013 CRDF Training Ivano-Frankivsk and April 2012 50 Dnepropetrovsk 息 2012 Earle Hager
REALISTIC FINANCIALS Start from the bottom with planning. Identify specific customers, action plans, and expectations for closures. Assign probabilities to unknowns. Create realistic growth plan. Do not create expectations of controlling a percentage of the market without putting a name to the customers. CRDF Training Ivano-Frankivsk and April 2012 51 Dnepropetrovsk 息 2012 Earle Hager
REALISTIC FINANCIALS Financial statement included with sales costs and realistic process and startup costs. Assumptions noted in revenue cost calculations. Justifications for assumptions along with explanations of issues which would affect the financials. CRDF Training Ivano-Frankivsk and April 2012 52 Dnepropetrovsk 息 2012 Earle Hager
DEFINE COMPETITION You always have competition. Who is your market? Geographic? Vertical? Are competitors acting individually or moving together? CRDF Training Ivano-Frankivsk and April 2012 53 Dnepropetrovsk 息 2012 Earle Hager
FIND LOCATION OF OPTIMAL MARKET Geographical Linking of Markets After this country, who is next? CRDF Training Ivano-Frankivsk and April 2012 54 Dnepropetrovsk 息 2012 Earle Hager
RESEARCH MARKET Localization Issues Government Regulation to Import Easy to do in bulk? Process for importation? Tariffs or favoritism to local products? Directions / Labels / Manual in correct grammar? Government Regulations to Sell Local taxes and business establishment CRDF Training Ivano-Frankivsk and April 2012 55 Dnepropetrovsk 息 2012 Earle Hager
REMEMBER The place most crossing-the-chasm marketing segmentation efforts get into trouble is at the beginning, when they focus on a target market or a target segment instead of on a target customer. From Crossing the Chasm CRDF Training Ivano-Frankivsk and April 2012 56 Dnepropetrovsk 息 2012 Earle Hager
DIFFERENTIATION OF COMPETITION How you are different How you are the same CRDF Training Ivano-Frankivsk and April 2012 57 Dnepropetrovsk 息 2012 Earle Hager
DEFINE CUSTOMERS Sales Barriers to Competition Relationships in place Funding How accepted is the technology in the marketplace? CRDF Training Ivano-Frankivsk and April 2012 58 Dnepropetrovsk 息 2012 Earle Hager
COMPLIMENTARY COMPETITION Other products in different spaces which will affect budget decisions If they dont spend money on you, where else will they spend it? When drug companies introduce new products, insurance companies need to determine reimbursement rates and hospitals must adjust their budgets and make decisions on purchasing other medications or treatments. CRDF Training Ivano-Frankivsk and April 2012 59 Dnepropetrovsk 息 2012 Earle Hager
DEVELOPMENT STATE FOR COMPETITORS On Market Under Review CRDF Training Ivano-Frankivsk and April 2012 60 Dnepropetrovsk 息 2012 Earle Hager
FUNDING SOURCES FOR COMPETITORS Sales Investors Corporate Partners Sales Channels CRDF Training Ivano-Frankivsk and April 2012 61 Dnepropetrovsk 息 2012 Earle Hager
MARKET SALES FOR COMPETITORS Total Sales Length of Sales Process Optimal time to start selling? Optimal time to close? Is the market open for competitors? CRDF Training Ivano-Frankivsk and April 2012 62 Dnepropetrovsk 息 2012 Earle Hager
PRICING MODEL What Problem does this product solve? How much does it cost to fix this problem? What is the urgency to fix this problem? What is the urgency to fix competitive problems? CRDF Training Ivano-Frankivsk and April 2012 63 Dnepropetrovsk 息 2012 Earle Hager
PRICING SOLUTION How short or long term is the fix to this problem? If licensing, will your customers be willing to share the data? CRDF Training Ivano-Frankivsk and April 2012 64 Dnepropetrovsk 息 2012 Earle Hager
DEFINE CUSTOMERS Where are my customers? Where do they go? What do they have in common? When do they make their buying decision? CRDF Training Ivano-Frankivsk and April 2012 65 Dnepropetrovsk 息 2012 Earle Hager
UNDERSTANDING CUSTOMERS End Users Evaluators, Purchasers Decision Makers Gatekeepers Tire-Kickers CRDF Training Ivano-Frankivsk and April 2012 66 Dnepropetrovsk 息 2012 Earle Hager
THE GREAT RACE Key roles explained in terms of a pie fight CRDF Training Ivano-Frankivsk and April 2012 67 Dnepropetrovsk 息 2012 Earle Hager
END USER A end user is the person who will use the product The thrower CRDF Training Ivano-Frankivsk and April 2012 68 Dnepropetrovsk 息 2012 Earle Hager
EVALUATOR An evaluator is the person who will be the first point of contact in the organization who is responsible for considering new technologies or changes and will make recommendations to others in the organization. The cast will evaluate the product. CRDF Training Ivano-Frankivsk and April 2012 69 Dnepropetrovsk 息 2012 Earle Hager
INFLUENCER An influencer is a key person to the evaluator who will be part of the decision process. The gentleman in white will not throw pies or be hit by one, but will influence the choices. CRDF Training Ivano-Frankivsk and April 2012 70 Dnepropetrovsk 息 2012 Earle Hager
PURCHASER The purchaser is the person responsible for budgets and purchasing decisions. Becoming an approved vendor is a critical step. The director and crew will make the decision on what and how much to buy. CRDF Training Ivano-Frankivsk and April 2012 71 Dnepropetrovsk 息 2012 Earle Hager
DECISION MAKER The decision maker is the senior manager who will have final authority to move ahead with the project. The director is the final decision maker. He also gets to throw a few pies at the cast. CRDF Training Ivano-Frankivsk and April 2012 72 Dnepropetrovsk 息 2012 Earle Hager
GATEKEEPER The gatekeeper is the administrator or secretary who will block you from talking to the decision maker. If you ask these folks, you will get nowhere in the buying process. CRDF Training Ivano-Frankivsk and April 2012 73 Dnepropetrovsk 息 2012 Earle Hager
TIRE KICKER A tire-kicker is someone who will waste your time by having meetings while they have no authority on the project. Two characters not in the scene will not help you. CRDF Training Ivano-Frankivsk and April 2012 74 Dnepropetrovsk 息 2012 Earle Hager
FOR OUR TECHNOLOGY User Nurse Evaluator Hospital Administrator Influencer Accounting Department, Medical Staff, Insurance Companies Purchaser Developer of Hospital Information System, Application Store, Purchasing Department Decision Maker Hospital Administration, Product Development at Hospital Software Group Tire Kicker Anyone who is there for the free coffee and snacks CRDF Training Ivano-Frankivsk and April 2012 75 Dnepropetrovsk 息 2012 Earle Hager
IN CONCLUSION
FINAL EXAMINATION You should be able to fill out the information on the following slides about your idea and technology. CRDF Training Ivano-Frankivsk and April 2012 77 Dnepropetrovsk 息 2012 Earle Hager
INFORMATION ON YOUR TECHNOLOGY PAGE 1 Company Innovator Address Phone Email Website Evaluation Reviewer Date Type of Interview (In Person/Skype/Phone) CRDF Training Ivano-Frankivsk and April 2012 78 Dnepropetrovsk 息 2012 Earle Hager
INFORMATION ON YOUR TECHNOLOGY PAGE 2 Definition of the This section is to be filled out by the initial Technology reviewer. The definition is a short summary of the technology. Problem the Technology The problem should be defined as one which Solves has financial impact and therefore, has value in solving the problem. Existing Solutions to Solutions include current technologies as well Problem as the option of not solving the problem. Competitors Competitors include direct product competitors as well as alternative solutions or projects which compete for budget dollars Advantages of Is there a market advantage? Technology over Existing Solutions and Competitors CRDF Training Ivano-Frankivsk and April 2012 79 Dnepropetrovsk 息 2012 Earle Hager
INFORMATION ON YOUR TECHNOLOGY PAGE 3 Status of the Technology Prototype or Market Description of the product status Ready Versions Status of Local IP Protection Status of Global IP Protection IP Barriers to Market Are existing patents affecting the Entry technology? CRDF Training Ivano-Frankivsk and April 2012 80 Dnepropetrovsk 息 2012 Earle Hager
INFORMATION ON YOUR TECHNOLOGY PAGE 4 Technology Systems Describe first and Product will be part of larger system which second level systems will be part of additional system Describe advantage to product as part of the system Key System providers Who are the key system competitors? in the marketplace Targets of System Who are the targets / providers of the Providers system? CRDF Training Ivano-Frankivsk and April 2012 81 Dnepropetrovsk 息 2012 Earle Hager
INFORMATION ON YOUR TECHNOLOGY PAGE 5 Commercialization What is the path to the marketplace? Process Define Next Steps for What are the innovators seeking Successful Project partnership, licensing, sales, investment? Resources Required for Next Steps Team Required for Who are their resources and what will they Next Steps need to advance the innovation? CRDF Training Ivano-Frankivsk and April 2012 82 Dnepropetrovsk 息 2012 Earle Hager
INFORMATION ON YOUR TECHNOLOGY PAGE 6 Definition of the Market Development Stage of New, mature market, commodity based the Market market? Major Players in the Competitors Market Opportunities for Companies seeking to enter the market Partnership Barriers to Market Entry Issues to market entry? Time Frame for Market Requirements to Enter the market Entry CRDF Training Ivano-Frankivsk and April 2012 83 Dnepropetrovsk 息 2012 Earle Hager
GOOGLE Search Google for examples of your technology or similar ideas CRDF Training Ivano-Frankivsk and April 2012 84 Dnepropetrovsk 息 2012 Earle Hager
INFORMATION ON YOUR TECHNOLOGY PAGE 7 Google Search Topic 1: Results Google Search Topic 2: Results Google Search Topic 3: Results CRDF Training Ivano-Frankivsk and April 2012 85 Dnepropetrovsk 息 2012 Earle Hager
INFORMATION ON YOUR TECHNOLOGY PAGE 8 Overall Comments on Ranking Technology 0-5 Overall Comments on Ranking Team 0-5 Overall Comments on Ranking IP 0-5 Overall Comments on Ranking Next Steps 0-5 Overall Comments on Ranking Other Issues 0-5 Total Score 0 -25 CRDF Training Ivano-Frankivsk and April 2012 86 Dnepropetrovsk 息 2012 Earle Hager
THANK YOU Earle Hager Managing Partner, The Neutrino Donut, LLC Commercialization of Science and Technology ehager@austin.rr.com Skype: earle.hager.panidea +1 512 662 1728 http://www.linkedin.com/in/earlehager http://tinyurl.com/6vy4uum CRDF Training Ivano-Frankivsk and April 2012 87 Dnepropetrovsk 息 2012 Earle Hager
QUESTIONS?

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Market Assessment Final

  • 1. MARKET ASSESSMENT SLIDES AND INFORMATION 息 2012 EARLE HAGER ALL RIGHTS RESERVED
  • 2. REMEMBER If you dont know where you are going, you probably arent going to get there. Crossing the Chasm: Marketing and Selling High- Tech Products to Mainstream Customers or simply Crossing the Chasm 1991, revised 1999), Geoffrey A. Moore CRDF Training Ivano-Frankivsk and April 2012 2 Dnepropetrovsk 息 2012 Earle Hager
  • 3. THE BASICS Everything is about Process CRDF Training Ivano-Frankivsk and April 2012 3 Dnepropetrovsk 息 2012 Earle Hager
  • 4. AGENDA The Basics What is It? Product Assessment Good and Bad Examples Defining Your Customers The Pie Fight and how it relates to Customers Conclusion Lots of Forms CRDF Training Ivano-Frankivsk and April, 2012 4 Dnepropetrovsk 息 2012 Earle Hager
  • 5. THE BASICS Define Product Define Customers CRDF Training Ivano-Frankivsk and April 2012 5 Dnepropetrovsk 息 2012 Earle Hager
  • 6. VALUE STATEMENT Eventually, your technology will become part of a product on the market. What is the product? Why buy the product? What is your value to each part of the product chain? CRDF Training Ivano-Frankivsk and April 2012 6 Dnepropetrovsk 息 2012 Earle Hager
  • 7. DEFINE PRODUCT Who has the problem? Who is willing to pay to fix the problem? What is it worth to fix the problem? CRDF Training Ivano-Frankivsk and April 2012 7 Dnepropetrovsk 息 2012 Earle Hager
  • 8. MARKET ASSESSMENT The market assessment also includes the evaluation of your ability to enter the market. CRDF Training Ivano-Frankivsk and April 2012 8 Dnepropetrovsk 息 2012 Earle Hager
  • 9. TWO STATEMENTS These two statements will end any discussion of your idea: I have no competition. Everyone in the world is my potential customer. CRDF Training Ivano-Frankivsk and April 2012 9 Dnepropetrovsk 息 2012 Earle Hager
  • 10. COMMODITY Is the product a commodity? Both products and services can be commodities. Define your market so you will be first or number one in your market. This is how you differentiate. CRDF Training Ivano-Frankivsk and April 2012 10 Dnepropetrovsk 息 2012 Earle Hager
  • 11. INTELLECTUAL PROPERTY Do you need protection in multiple countries? CRDF Training Ivano-Frankivsk and April 2012 11 Dnepropetrovsk 息 2012 Earle Hager
  • 12. PRODUCT SYSTEM Is the Product part of a larger system? Will you be part of a larger product? CRDF Training Ivano-Frankivsk and April 2012 12 Dnepropetrovsk 息 2012 Earle Hager
  • 13. OUR EXAMPLE - WHAT IS IT? The technology is a smartphone application which will allow medical staff to scan patient information and medications and upload them to the patient accounting system via hospital Wi-Fi. Cost savings will be found in more efficient inventory tracking and more accurate patient billing. CRDF Training Ivano-Frankivsk and April 2012 13 Dnepropetrovsk 息 2012 Earle Hager
  • 14. WHAT IS IT? PART ONE Its an inexpensive application to be sold online. CRDF Training Ivano-Frankivsk and April 2012 14 Dnepropetrovsk 息 2012 Earle Hager
  • 15. WHAT IS IT? PART TWO Its part of a hospital inventory system which allows the hospital to manage on floor inventory as well as managing the ordering process. CRDF Training Ivano-Frankivsk and April 2012 15 Dnepropetrovsk 息 2012 Earle Hager
  • 16. WHAT IS IT? PART THREE Therefore, its part of a hospital information system. Inventory tracking is part of the ordering and patient billing process. The more efficient this process, the more efficient the billing process. CRDF Training Ivano-Frankivsk and April 2012 16 Dnepropetrovsk 息 2012 Earle Hager
  • 17. WHAT IS IT? A SUMMARY In the first slide, limited. In the second slide and third slide, your customers are software companies which sell hospital information system, hospital administration groups, and other groups which need to track inventory and billing. CRDF Training Ivano-Frankivsk and April 2012 17 Dnepropetrovsk 息 2012 Earle Hager
  • 18. COMPELLING PROBLEM WITH COST Problem Definition is Key Establish interest of listener who will follow your solution. Assume listener is knowledgeable in your business area. CRDF Training Ivano-Frankivsk and April 2012 18 Dnepropetrovsk 息 2012 Earle Hager
  • 19. COMPELLING PROBLEM WITH COST - EXAMPLE Administrative time for keying information 12% Lack of timely inventory management More efficient order management More accurate patient billing CRDF Training Ivano-Frankivsk and April 2012 19 Dnepropetrovsk 息 2012 Earle Hager
  • 20. BAD EXAMPLE - COMPELLING PROBLEM WITH COST Hospital staff must enter information on patient medicines on a regular basis Time savings from use of scanning system Less mistakes Everyone has a smart phone CRDF Training Ivano-Frankivsk and April 2012 20 Dnepropetrovsk 息 2012 Earle Hager
  • 21. DISCUSSION OF HOW PRODUCT IS USED Demonstrate your knowledge of the business and the products currently in use Demonstrate why your idea is an improvement on the current systems Justify why your solution is unique or protected by patent CRDF Training Ivano-Frankivsk and April 2012 21 Dnepropetrovsk 息 2012 Earle Hager
  • 22. DISCUSSION OF HOW PRODUCT IS USED - EXAMPLE Doctors and nurses scan information at patient bedside Synchronization occurs automatically on predefined intervals or events In the event a bar code is unreadable, the information will be manually reentered at the nurses station CRDF Training Ivano-Frankivsk and April 2012 22 Dnepropetrovsk 息 2012 Earle Hager
  • 23. BAD EXAMPLE - NO DISCUSSION OF HOW PRODUCT IS USED Nurses scan patient and medical bar codes and therefore save time using our system CRDF Training Ivano-Frankivsk and April 2012 23 Dnepropetrovsk 息 2012 Earle Hager
  • 24. DISCUSSION OF SYSTEMS Your product is part of a larger system How the product is implemented and utilized is key to your success Your understanding of systems demonstrates your knowledge of the business issues CRDF Training Ivano-Frankivsk and April 2012 24 Dnepropetrovsk 息 2012 Earle Hager
  • 25. DISCUSSION OF SYSTEMS - EXAMPLE The smartphone application uploads a CSV file to the main hospital IS systems which can be imported. The application uses the hospital Wi-Fi for communications. By scanning patient medicine bar codes, there will be no requirement to download information, only uploading data. CRDF Training Ivano-Frankivsk and April 2012 25 Dnepropetrovsk 息 2012 Earle Hager
  • 26. BAD EXAMPLE - NO DISCUSSION OF SYSTEMS The smartphone application is a standalone device and can be used with any hospital information system. It reads all bar codes. CRDF Training Ivano-Frankivsk and April 2012 26 Dnepropetrovsk 息 2012 Earle Hager
  • 27. DOCUMENTATION OF ROI Definition of the problem leads to definition of the cost of fixing the problem. Key step is to identify the groups who have the problem and can justify spending to fix the problem. ROI includes the cost of not fixing the problem, which is an option. CRDF Training Ivano-Frankivsk and April 2012 27 Dnepropetrovsk 息 2012 Earle Hager
  • 28. DOCUMENTATION OF ROI - EXAMPLE Efficient tracking allows more thorough accurate billing of products. More efficient tracking of administrative costs / overhead associated with the product. Updated inventory management allows for more efficient order quantities and floor stocking. CRDF Training Ivano-Frankivsk and April 2012 28 Dnepropetrovsk 息 2012 Earle Hager
  • 29. DOCUMENTATION OF ROI BAD EXAMPLE Less administrative time for nurses. Less nurses and hospital staff required. Low cost to enter information. CRDF Training Ivano-Frankivsk and April 2012 29 Dnepropetrovsk 息 2012 Earle Hager
  • 30. NOT EVERYONE IS A CUSTOMER Startups cannot focus on everyone as a target. Defining targets by a problem area or size allows you to allocate resources for specific groups. Building on successes at one customer will allow you to use their testimonial at similar customers. CRDF Training Ivano-Frankivsk and April 2012 30 Dnepropetrovsk 息 2012 Earle Hager
  • 31. NOT EVERYONE IS A CUSTOMER - EXAMPLE Targeting 100-500 bed hospitals in the EU Larger hospitals have their own systems Smaller hospitals will not see the ROI There are 252 hospitals in the EU who fit our profile CRDF Training Ivano-Frankivsk and April 2012 31 Dnepropetrovsk 息 2012 Earle Hager
  • 32. BAD EXAMPLE - EVERYONE IS A CUSTOMER All hospitals give medicine to patients and need to track the accounting. We need to cover all hospitals. CRDF Training Ivano-Frankivsk and April 2012 32 Dnepropetrovsk 息 2012 Earle Hager
  • 33. THERE IS COMPETITION Competition is necessary it defines a market which has needs you can address. Competition allows you to define your solution in terms of options on the market. Competition allows you to develop a sales strategy in terms of products already in the marketplace. CRDF Training Ivano-Frankivsk and April 2012 33 Dnepropetrovsk 息 2012 Earle Hager
  • 34. THERE IS COMPETITION - EXAMPLE Multiple competitors exist in larger IS systems for hospitals. There is a low barrier to entry in the development of smartphone applications. Under current billing processes, hospitals may not have a compelling reason to implement the system. CRDF Training Ivano-Frankivsk and April 2012 34 Dnepropetrovsk 息 2012 Earle Hager
  • 35. BAD EXAMPLE - THERE IS NO COMPETITION There are no competitors in this space who are focusing on the hospital market. It is difficult to create systems which solve the problem we have described. CRDF Training Ivano-Frankivsk and April 2012 35 Dnepropetrovsk 息 2012 Earle Hager
  • 36. IP STRATEGY IP allows you to mark off a space in the marketplace for your product. Without IP, you must create a sales / marketing advantage for your product. Both models will work. CRDF Training Ivano-Frankivsk and April 2012 36 Dnepropetrovsk 息 2012 Earle Hager
  • 37. IP STRATEGY - EXAMPLE We have developed a provisional patent application in conjunction with our attorney. The product is a sales / marketing play and we will be developing the name brand by trademarks and web site reservations. CRDF Training Ivano-Frankivsk and April 2012 37 Dnepropetrovsk 息 2012 Earle Hager
  • 38. BAD EXAMPLE - NO IP STRATEGY We have taken no steps to copyright, trademark, or patent our product line. We have no strategy to create a name brand for products which are a sales / marketing play. CRDF Training Ivano-Frankivsk and April 2012 38 Dnepropetrovsk 息 2012 Earle Hager
  • 39. INTERNAL EXPERTS AND ADVISORS Seek external advisors with industry experience. Experts are critical for networking and introductions, not just advice. CRDF Training Ivano-Frankivsk and April 2012 39 Dnepropetrovsk 息 2012 Earle Hager
  • 40. INTERNAL EXPERTS AND ADVISORS - EXAMPLE Key advisor Herbert von Karajan, former hospital administrator, Berlin Philharmonic Hospital. Beta site Staff members of the PDQ Bach Hospital, Warsaw, Poland have agreed to help evaluate the product during the pre-beta and beta stages. CRDF Training Ivano-Frankivsk and April 2012 40 Dnepropetrovsk 息 2012 Earle Hager
  • 41. BAD EXAMPLE - NO INTERNAL EXPERTS OR ADVISORS We are a team of 5 programmers who have developed several games for the iPhone and Android phone. Sales are small but we have demonstrated our ability to create and sell the game. CRDF Training Ivano-Frankivsk and April 2012 41 Dnepropetrovsk 息 2012 Earle Hager
  • 42. SALES PROCESS Critical to all planning Understand customer targets, length of time to close sale, time to place orders, time to supply, time to receive payment. From the initial contact, this can be 6-9 months on a successful sale. Establish plan which allows you to survive between the sale and payment. CRDF Training Ivano-Frankivsk and April 2012 42 Dnepropetrovsk 息 2012 Earle Hager
  • 43. SALES PROCESS - EXAMPLE Pilot of 1 hospital for beta phase Target 15 geographical advantageous hospital for first quarter Develop sales plan for additional 100 hospitals for 2011 Advance sales plan for additional 100 hospitals in 2012-2013 CRDF Training Ivano-Frankivsk and April 2012 43 Dnepropetrovsk 息 2012 Earle Hager
  • 44. BAD EXAMPLE - NO SALES PROCESS Roll out to 75 new hospitals each quarter System is self supporting CRDF Training Ivano-Frankivsk and April 2012 44 Dnepropetrovsk 息 2012 Earle Hager
  • 45. PARTNERSHIPS FOR MANUFACTURING AND SALES FORCE As a startup, you have limited resources for infrastructure. Use contract manufacturing and determine the point in sales when it is feasible to develop your own manufacturing. Use relationships with complementary sales organizations to move product. CRDF Training Ivano-Frankivsk and April 2012 45 Dnepropetrovsk 息 2012 Earle Hager
  • 46. PARTNERSHIPS FOR MANUFACTURING AND SALES FORCE - EXAMPLE We plan to leverage relationships with groups who already sell to hospitals in our target market. We plan to interface with other hospital IS systems and become key partners to these organizations. For manufacturing, we have identified contract manufacturers. CRDF Training Ivano-Frankivsk and April 2012 46 Dnepropetrovsk 息 2012 Earle Hager
  • 47. BAD EXAMPLE - CREATE OWN MANUFACTURING AND SALES FORCE We will hire a small sales force to contact these hospitals and sell the product. If there is manufacturing, we will need to build our own plant. CRDF Training Ivano-Frankivsk and April 2012 47 Dnepropetrovsk 息 2012 Earle Hager
  • 48. GOAL FOR END OF SECOND YEAR Develop a vision for your organization at the end of the second year. Include revenue, staffing, customer base. Develop implementation plan backwards from that point and create milestones. Stay focused on goals. CRDF Training Ivano-Frankivsk and April 2012 48 Dnepropetrovsk 息 2012 Earle Hager
  • 49. GOAL FOR END OF SECOND YEAR - EXAMPLE Develop stable business process by mid 2012. Develop network and relationships for growth with revenue target of $1.5M US. Anticipated sales to 175 hospitals by late 2013 with staffing levels of 15 people for sales, support, administration, and development. CRDF Training Ivano-Frankivsk and April 2012 49 Dnepropetrovsk 息 2012 Earle Hager
  • 50. BAD EXAMPLE - NO GOAL FOR END OF SECOND YEAR Continue to grow sales Add Asia and Middle East to targets in 2013 CRDF Training Ivano-Frankivsk and April 2012 50 Dnepropetrovsk 息 2012 Earle Hager
  • 51. REALISTIC FINANCIALS Start from the bottom with planning. Identify specific customers, action plans, and expectations for closures. Assign probabilities to unknowns. Create realistic growth plan. Do not create expectations of controlling a percentage of the market without putting a name to the customers. CRDF Training Ivano-Frankivsk and April 2012 51 Dnepropetrovsk 息 2012 Earle Hager
  • 52. REALISTIC FINANCIALS Financial statement included with sales costs and realistic process and startup costs. Assumptions noted in revenue cost calculations. Justifications for assumptions along with explanations of issues which would affect the financials. CRDF Training Ivano-Frankivsk and April 2012 52 Dnepropetrovsk 息 2012 Earle Hager
  • 53. DEFINE COMPETITION You always have competition. Who is your market? Geographic? Vertical? Are competitors acting individually or moving together? CRDF Training Ivano-Frankivsk and April 2012 53 Dnepropetrovsk 息 2012 Earle Hager
  • 54. FIND LOCATION OF OPTIMAL MARKET Geographical Linking of Markets After this country, who is next? CRDF Training Ivano-Frankivsk and April 2012 54 Dnepropetrovsk 息 2012 Earle Hager
  • 55. RESEARCH MARKET Localization Issues Government Regulation to Import Easy to do in bulk? Process for importation? Tariffs or favoritism to local products? Directions / Labels / Manual in correct grammar? Government Regulations to Sell Local taxes and business establishment CRDF Training Ivano-Frankivsk and April 2012 55 Dnepropetrovsk 息 2012 Earle Hager
  • 56. REMEMBER The place most crossing-the-chasm marketing segmentation efforts get into trouble is at the beginning, when they focus on a target market or a target segment instead of on a target customer. From Crossing the Chasm CRDF Training Ivano-Frankivsk and April 2012 56 Dnepropetrovsk 息 2012 Earle Hager
  • 57. DIFFERENTIATION OF COMPETITION How you are different How you are the same CRDF Training Ivano-Frankivsk and April 2012 57 Dnepropetrovsk 息 2012 Earle Hager
  • 58. DEFINE CUSTOMERS Sales Barriers to Competition Relationships in place Funding How accepted is the technology in the marketplace? CRDF Training Ivano-Frankivsk and April 2012 58 Dnepropetrovsk 息 2012 Earle Hager
  • 59. COMPLIMENTARY COMPETITION Other products in different spaces which will affect budget decisions If they dont spend money on you, where else will they spend it? When drug companies introduce new products, insurance companies need to determine reimbursement rates and hospitals must adjust their budgets and make decisions on purchasing other medications or treatments. CRDF Training Ivano-Frankivsk and April 2012 59 Dnepropetrovsk 息 2012 Earle Hager
  • 60. DEVELOPMENT STATE FOR COMPETITORS On Market Under Review CRDF Training Ivano-Frankivsk and April 2012 60 Dnepropetrovsk 息 2012 Earle Hager
  • 61. FUNDING SOURCES FOR COMPETITORS Sales Investors Corporate Partners Sales Channels CRDF Training Ivano-Frankivsk and April 2012 61 Dnepropetrovsk 息 2012 Earle Hager
  • 62. MARKET SALES FOR COMPETITORS Total Sales Length of Sales Process Optimal time to start selling? Optimal time to close? Is the market open for competitors? CRDF Training Ivano-Frankivsk and April 2012 62 Dnepropetrovsk 息 2012 Earle Hager
  • 63. PRICING MODEL What Problem does this product solve? How much does it cost to fix this problem? What is the urgency to fix this problem? What is the urgency to fix competitive problems? CRDF Training Ivano-Frankivsk and April 2012 63 Dnepropetrovsk 息 2012 Earle Hager
  • 64. PRICING SOLUTION How short or long term is the fix to this problem? If licensing, will your customers be willing to share the data? CRDF Training Ivano-Frankivsk and April 2012 64 Dnepropetrovsk 息 2012 Earle Hager
  • 65. DEFINE CUSTOMERS Where are my customers? Where do they go? What do they have in common? When do they make their buying decision? CRDF Training Ivano-Frankivsk and April 2012 65 Dnepropetrovsk 息 2012 Earle Hager
  • 66. UNDERSTANDING CUSTOMERS End Users Evaluators, Purchasers Decision Makers Gatekeepers Tire-Kickers CRDF Training Ivano-Frankivsk and April 2012 66 Dnepropetrovsk 息 2012 Earle Hager
  • 67. THE GREAT RACE Key roles explained in terms of a pie fight CRDF Training Ivano-Frankivsk and April 2012 67 Dnepropetrovsk 息 2012 Earle Hager
  • 68. END USER A end user is the person who will use the product The thrower CRDF Training Ivano-Frankivsk and April 2012 68 Dnepropetrovsk 息 2012 Earle Hager
  • 69. EVALUATOR An evaluator is the person who will be the first point of contact in the organization who is responsible for considering new technologies or changes and will make recommendations to others in the organization. The cast will evaluate the product. CRDF Training Ivano-Frankivsk and April 2012 69 Dnepropetrovsk 息 2012 Earle Hager
  • 70. INFLUENCER An influencer is a key person to the evaluator who will be part of the decision process. The gentleman in white will not throw pies or be hit by one, but will influence the choices. CRDF Training Ivano-Frankivsk and April 2012 70 Dnepropetrovsk 息 2012 Earle Hager
  • 71. PURCHASER The purchaser is the person responsible for budgets and purchasing decisions. Becoming an approved vendor is a critical step. The director and crew will make the decision on what and how much to buy. CRDF Training Ivano-Frankivsk and April 2012 71 Dnepropetrovsk 息 2012 Earle Hager
  • 72. DECISION MAKER The decision maker is the senior manager who will have final authority to move ahead with the project. The director is the final decision maker. He also gets to throw a few pies at the cast. CRDF Training Ivano-Frankivsk and April 2012 72 Dnepropetrovsk 息 2012 Earle Hager
  • 73. GATEKEEPER The gatekeeper is the administrator or secretary who will block you from talking to the decision maker. If you ask these folks, you will get nowhere in the buying process. CRDF Training Ivano-Frankivsk and April 2012 73 Dnepropetrovsk 息 2012 Earle Hager
  • 74. TIRE KICKER A tire-kicker is someone who will waste your time by having meetings while they have no authority on the project. Two characters not in the scene will not help you. CRDF Training Ivano-Frankivsk and April 2012 74 Dnepropetrovsk 息 2012 Earle Hager
  • 75. FOR OUR TECHNOLOGY User Nurse Evaluator Hospital Administrator Influencer Accounting Department, Medical Staff, Insurance Companies Purchaser Developer of Hospital Information System, Application Store, Purchasing Department Decision Maker Hospital Administration, Product Development at Hospital Software Group Tire Kicker Anyone who is there for the free coffee and snacks CRDF Training Ivano-Frankivsk and April 2012 75 Dnepropetrovsk 息 2012 Earle Hager
  • 77. FINAL EXAMINATION You should be able to fill out the information on the following slides about your idea and technology. CRDF Training Ivano-Frankivsk and April 2012 77 Dnepropetrovsk 息 2012 Earle Hager
  • 78. INFORMATION ON YOUR TECHNOLOGY PAGE 1 Company Innovator Address Phone Email Website Evaluation Reviewer Date Type of Interview (In Person/Skype/Phone) CRDF Training Ivano-Frankivsk and April 2012 78 Dnepropetrovsk 息 2012 Earle Hager
  • 79. INFORMATION ON YOUR TECHNOLOGY PAGE 2 Definition of the This section is to be filled out by the initial Technology reviewer. The definition is a short summary of the technology. Problem the Technology The problem should be defined as one which Solves has financial impact and therefore, has value in solving the problem. Existing Solutions to Solutions include current technologies as well Problem as the option of not solving the problem. Competitors Competitors include direct product competitors as well as alternative solutions or projects which compete for budget dollars Advantages of Is there a market advantage? Technology over Existing Solutions and Competitors CRDF Training Ivano-Frankivsk and April 2012 79 Dnepropetrovsk 息 2012 Earle Hager
  • 80. INFORMATION ON YOUR TECHNOLOGY PAGE 3 Status of the Technology Prototype or Market Description of the product status Ready Versions Status of Local IP Protection Status of Global IP Protection IP Barriers to Market Are existing patents affecting the Entry technology? CRDF Training Ivano-Frankivsk and April 2012 80 Dnepropetrovsk 息 2012 Earle Hager
  • 81. INFORMATION ON YOUR TECHNOLOGY PAGE 4 Technology Systems Describe first and Product will be part of larger system which second level systems will be part of additional system Describe advantage to product as part of the system Key System providers Who are the key system competitors? in the marketplace Targets of System Who are the targets / providers of the Providers system? CRDF Training Ivano-Frankivsk and April 2012 81 Dnepropetrovsk 息 2012 Earle Hager
  • 82. INFORMATION ON YOUR TECHNOLOGY PAGE 5 Commercialization What is the path to the marketplace? Process Define Next Steps for What are the innovators seeking Successful Project partnership, licensing, sales, investment? Resources Required for Next Steps Team Required for Who are their resources and what will they Next Steps need to advance the innovation? CRDF Training Ivano-Frankivsk and April 2012 82 Dnepropetrovsk 息 2012 Earle Hager
  • 83. INFORMATION ON YOUR TECHNOLOGY PAGE 6 Definition of the Market Development Stage of New, mature market, commodity based the Market market? Major Players in the Competitors Market Opportunities for Companies seeking to enter the market Partnership Barriers to Market Entry Issues to market entry? Time Frame for Market Requirements to Enter the market Entry CRDF Training Ivano-Frankivsk and April 2012 83 Dnepropetrovsk 息 2012 Earle Hager
  • 84. GOOGLE Search Google for examples of your technology or similar ideas CRDF Training Ivano-Frankivsk and April 2012 84 Dnepropetrovsk 息 2012 Earle Hager
  • 85. INFORMATION ON YOUR TECHNOLOGY PAGE 7 Google Search Topic 1: Results Google Search Topic 2: Results Google Search Topic 3: Results CRDF Training Ivano-Frankivsk and April 2012 85 Dnepropetrovsk 息 2012 Earle Hager
  • 86. INFORMATION ON YOUR TECHNOLOGY PAGE 8 Overall Comments on Ranking Technology 0-5 Overall Comments on Ranking Team 0-5 Overall Comments on Ranking IP 0-5 Overall Comments on Ranking Next Steps 0-5 Overall Comments on Ranking Other Issues 0-5 Total Score 0 -25 CRDF Training Ivano-Frankivsk and April 2012 86 Dnepropetrovsk 息 2012 Earle Hager
  • 87. THANK YOU Earle Hager Managing Partner, The Neutrino Donut, LLC Commercialization of Science and Technology ehager@austin.rr.com Skype: earle.hager.panidea +1 512 662 1728 http://www.linkedin.com/in/earlehager http://tinyurl.com/6vy4uum CRDF Training Ivano-Frankivsk and April 2012 87 Dnepropetrovsk 息 2012 Earle Hager