Developing technology transfer professionals in Australia 30 January 2015 University Governance in the Global Competition: Collaboration with the Society, Governance and Compliance | University of Tokyo Athena Prib, RTTP Commercial Director, gemaker Chair of Marketing Committee, ATTP A FLEXIBLE TEAM OF COMMERCIALLY SAVVY GEEKS
“ Bridging the culture gap between research and industry” A FLEXIBLE TEAM OF COMMERCIALLY SAVVY GEEKS
What’s involved? NEW PRODUCT, SERVICE, MARKET RESEARCH BUSINESS & MARKETS Desktop searches • Customer Interviews • Scope requirements of the project to grow Competitor analysis • • business • Identify funding opportunities Identify partnering opportunities • Markets and market sizes • Due diligence • ASSESS & PIVOT Pricing and placement • IP landscape • Customer feedback interviews • Competitor monitoring • COMMERCIAL CASE IP landscape monitoring • Financial modelling • Commercial strategy & plan • Intellectual property strategy • • Resource planning SALES/START-UP Funding strategy • Secure funding • MARKETING PROOF OF CONCEPT (POC) Business development • Business set-up • Prepare and implement Find partners for development • • Recruitment • marketing strategy and plan Prepare and negotiate terms of agreements for • Contracts • Prepare promotional material partners • Due Diligence • (web, print, video, social Apply for grant funding for POC • media) Project manage POC • Prepare award applications • A FLEXIBLE TEAM OF COMMERCIALLY SAVVY GEEKS
A FLEXIBLE TEAM OF COMMERCIALLY SAVVY GEEKS
A FLEXIBLE TEAM OF COMMERCIALLY SAVVY GEEKS
§ 20 Registered Technology Transfer Professionals and growing… A FLEXIBLE TEAM OF COMMERCIALLY SAVVY GEEKS
$9,578.1 million - Total Australian Government support (2012-13) 3% Australian Government 2% research activities 1% 2% 6% Business Enterprise sector 19% Higher Education sector 8% National Health & Medical Research Council Other Health Cooperative Research Centres 30% 29% Rural Energy and the Environment Other R&D A FLEXIBLE TEAM OF COMMERCIALLY SAVVY GEEKS
Bring professionals together ¡ A formalised body was “officially” established in 1978 ¡ Role of the association was to enable members to freely assist one another with: “ advice, sympathy and any other form of assistance ethically available ” ¡ Role now: Same ¡ Scope: Grown A FLEXIBLE TEAM OF COMMERCIALLY SAVVY GEEKS
KCA Courses ¡ Practitioner developed courses ¡ Best Practice in Technology Transfer ¡ > 3 months But most ¡ Advanced Licensing learning and ¡ > 3 years experience development is ¡ Business Development still done ¡ > 3 months experience “on-the-job” A FLEXIBLE TEAM OF COMMERCIALLY SAVVY GEEKS
Relevant Associations A FLEXIBLE TEAM OF COMMERCIALLY SAVVY GEEKS
Professionals previous experience ¡ little data collated on experience ¡ Generally: ¡ PhD ¡ Science or Business based degree ¡ Previous Experience: Business / Industry / Scientist / Academia ¡ MBA A FLEXIBLE TEAM OF COMMERCIALLY SAVVY GEEKS
Position Profile: Research Organisation - Business Development Manager Pre-Recruitment Capabilities Development: Essentials Leadership Core Technical Experience Education Engagement Strategy (Self) Analyse and Evaluate Sales and Marketing • Managing clients • Degree (or equivalent) in a Science or (Self) Management • Understands ‘ line of sight ’ and Engineering discipline works towards set goals • Analyses and evaluates basic • Manages customer sales • Contributes to work planning numerical, verbal and • Conducts market research and system development graphical data (BA 4-3) Decision-making (Self) Results (Self) Using Technology • Considers multiple sources of • Plans for, organises and information and identifies the • Uses MS Office monitors work to meet most appropriate course of (intermediate) – Outlook; deadlines action Excel; PowerPoint; Word) • Achieves results within an agreed timeframe Business Acumen (Self) • Works within authorised and regulatory systems • Demonstrates a basic knowledge of the business, its Change (Self) products and services, its competitors and the • Adapts to change commercial drivers that impact • Is open to new and different the team ideas • Works within established budgets Customers (Self +Others) Improvement/Innovation • Responds to customer needs (Self) • Develops and sustains customer • Uses initiative and generates relations workable solutions to address basic work problems Engagement/Relationship • Seeks ways to improve own (Self + Others) tasks and processes • Works well in teams and with others, demonstrating sound Influence (Self) interpersonal skills • Seeks acceptance of ideas • Demonstrates honest and using appropriate interpersonal ethical behaviour skills and behaviours • Responds appropriately to conflict and to the day to day pressure of work Communication (Self) • Builds team commitment • Demonstrates verbal and • Fosters strong inter- written communication skills in a departmental relationships clear and appropriate manner • Creates and maintains internal networks • Proactively manages conflict and demonstrates excellent interpersonal skills Performance/Capability (Self) • Takes responsibility for self development • Learns from mistakes • Accepts feedback including criticism • Accepts accountability for own A FLEXIBLE TEAM OF COMMERCIALLY SAVVY GEEKS performance
Position Profile: Research Organisation - Business Development Manager Induction: Within first 90 days Capabilities Development: Essentials Leadership Core Technical Experience Education Engagement Consolidate all Leadership Influence (Others) Using Technology • Shadow: Market • New Employees: First • Coaching: Web- capabilities from Pre- Development Manger Days/First Weeks master Coaching: • Gains agreement and • Uses Web-authoring Recruitment phase (or equivalent) to Market • Safety Induction commitment from others software My Source Matrix gain Sales Development using negotiation, to create intranet pages • Sales Management Management Manager for persuasion and influence in course/workshop experience Market research line with authorities and and analysis using appropriate • Professional interpersonal skills and membership of behaviours Knowledge Commercialisation Workplace Safety (Self) of Australia (KCA) • Implements OHS and or equivalent Environmental processes • Assesses risk A FLEXIBLE TEAM OF COMMERCIALLY SAVVY GEEKS
Position Profile: Research Organisation - Business Development Manager Within 2 years Capabilities Development: Essentials Leadership Core Technical Experience Education Engagement Strategy (Others) Analyse and Evaluate Sales & Marketing • Shadowing: Senior • Degree/ post-graduate • Develops networks team members to degree (or equivalent) in with creative and (Other) Management • Sets goals and direction for develop skills in Management (subjects print media agencies the team • Analyses and evaluates • Closes the sale Business Acumen must include Finance and • Attends the AUTM multiple alternatives according • Develops business plans • Seels the opportunity Marketing) conference once to their impact on the team/ • Creates systems on behalf of • Create commercial every 3-4 years business the team opportunities • Project Management: • Member of relevant • Conducts market Introduction industry/professional Business Acumen (Other) segmentation Results (Others) • Commercialisation and IP bodies • Demonstrates a sound course/workshop • Forecasts sales • Regular attendance • Scopes and manages projects understanding of the business • Evaluates and manages at Ameetings to deliver results on behalf of environment when proposing market activities team solutions to issues or • Assess market needs • Maintains compliance with advocating new business authorised systems • Conducts research to opportunities support recommendations • Evaluates commercial • Develops and implements a opportunities marketing plan • Creates and manages • Prepares marketing budgets collateral • Conducts technical sales Communication (Other) and marketing promotions • Adapts verbal and written communication to engage and Financial Management persuade a variety of audiences • Prepares submissions for new business (FIN 6-8) Nuclear Science and • Determines business value using financial modelling Technology (Self) • Maintains an interest in the nuclear science and Commercialisation technology industry • Demonstrates knowledge of • Maintains an interest in trends the IP patenting process and innovation in nuclear • Demonstrates knowledge of science and technology the commercialisation of IP • Demonstrates knowledge of fundraising and grants • Demonstrates knowledge of the tendering process Using Technology • Implements, monitors and improves e-marketing strategy A FLEXIBLE TEAM OF COMMERCIALLY SAVVY GEEKS
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