Transcript Marketing APL Inventions

Marketing
APL Inventions
March 16, 2001
Kristin Gray
Office of Technology Transfer
ext. 7927
Outline
• Assumptions
• Invention Marketing
– Targeted
• Process
• Inventor(s) Role
• Timing
– General
• Process
• Goals of Marketing
• Future programs/plans
Assumptions
*
 There is no one marketing blueprint, but experience
demonstrates some strategies should be pursued over
others.
 Technology transfer is a business of building
relationships: “Tech transfer is a contact sport.”
 Universities need to understand industry priorities
 The marketing process is a strategy. Define goals,
create a plan, implement that plan, track results.
*courtesy of Doug Jamison, University of Utah Technology Transfer Office
APL Invention
Marketing
Targeted invention
marketing
General invention
marketing
Targeted Invention
Marketing
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Invention/Assessment/IP Protection
Set strategy
Lead Generation
Lead Pursuit
Non-confidential invention summary
Non-disclosure/Confidential
disclosure Agreement
• Confidential invention information
• Company visit/discussions
Marketing Strategy
• Application areas/industries
• Key/appropriate companies in the
industry based on:
– size
– standing in this product line
– stability and direction of company
– availability of resources
– location - Maryland preferred
Identifying Potential
Licensees
• Tier 1 contacts: Inventors, OTT contacts, Industry
R&D sponsor/partner, other personal contacts >70% of license agreements generated from Tier 1
contacts
• Tier 2 contacts: Past licensees, Association of
University Technology Managers
(AUTM)/Licensing Executives Society (LES)
members/referrals - 20%
• Tier 3 contacts: Market research - web,
consultants, R.E. Gibson Library, corporate info
services, CorpTech, NERAC, etc. - <10%
Non-confidential
Invention Summary
• One pager:
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The problem
The APL solution
Stage of development
Graphic/drawing
IP status
Type of licensing arrangement sought by
APL (exclusive, non-exclusive, etc.)
– Contact information
• Inventor review
Invention Summary
Confidential
Invention Information
After a two-way non-disclosure agreement is signed:
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Other papers/publications
Discussion with inventor
Confidential information
Conference call
Visit
Inventor Role
• Invention marketing process is most
successful with active participation by
the inventor(s)
– Send OTT your contacts
– Review marketing materials
– Interact with company to answer
technical questions (filtered by OTT)
Timing
• University invention marketing process can
take from a few months to years depending
on the industry, type of technology, (IT vs.
biomed), stage of development technology,
regulatory factors
– Examples
• Akorn, GuardedProfile, FutureHealth
General Invention
Marketing
• Marketing Communications
– Newsletter (TST)
– Press releases/coverage (CPA)
– Web site www.jhuapl.edu/ott
(TST)
– Event participation/hosting/
sponsorship
– Advertisements
– Marketing materials (print/online/multimedia TST)
Goals of Marketing
• To find a licensee
• Continued assessment of the invention(s)
• Relationship building: move tier 3
contacts to become tier 1
Rate of License
• At a mature (5-10 year old) technology
transfer office, 20-25% of university
inventions are optioned/licensed to
industry.*
*source: Association of University Technology
Managers (www.autm.net)
Future Plans
• All unclassified patents pending searchable
on the web
• Customized email notification list of new
inventions
• On-line trade shows
• Inventor(s) to conferences
• APL conferences, e.g. Next Generation
Sensor Initiative (NGSI)
• University/industry affiliates groups
• Suggestions…?
• Part III. May 7, 2001: Licensing and
Royalty & Development Income