Stages and Models of Technology Commercialization

MB6025-MB7226TECHNOLOGY COMMERCIALIZATION

OVERVIEW

Konsep Penting• Technology: stock 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

STAGES OF TECHNOLOGY COMMERCIALIZATION

Fase Komersialisasi Teknologi (1)

Scientific research

Product development

Consumption

Fase 1 Fase 2

Fase Komersialisasi Teknologi (2)

1. Fase imagining2. Fase incubating 3. Fase demonstrating 4. Fase promoting 5. Fase sustaining

Fase 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 applicability Determine technology Patent,copyright,patent

search,license agreement

Market Needs Assessment-Step 2. (Product meets clear market demand) Conduct market overview ID pricing structure ID market barriers ID risks ID distribution channels ID trends and competitors Background research

materials

Venture Assessment-Step 3.(Profitable product or venture opportunity) Estimate profit potential Conduct self, enterprise,

commercialization assessments

ID professional needs ID capital needs Preliminary cost and

revenue estimate

Sumber: Goldsmith (2003)

Development 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 Volume Prices Distribution Competitors Primary market research

Economic Feasibility-Step 6.(Returns justify investment) Formulate financial

assumptions Developpro forms ID seed capital Form advisory team Financial model represents

business oppotunity

Stage 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

Commercial 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

satisfaction Refine product features Growing sales

Business Growth-Step 15. ( monitor objectives to business plan) Monitor enterprise

position Hire and train personnel Execute contracts Arrange financing Institute vision, mission

and management policies

Increasing revenues

Stage 6.Maturity

Production 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

Fase 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.

Technology 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.

MODELS OF TECHNOLOGY COMMERCIALIZATION

Source: Lashley (2004)

Source: Lashley (2004)

Source: Sharif and Baark (2008)

Case: IIE Mexico

Overview 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

Technology Commercialization Model of IIE

Source: Aldape (2009)

Basic Model of IIE Technology Commercialization

Source: Aldape (2009)

Combined with Technology Management Framework

Source: Aldape (2009)