sdsu mgt747 fa13 summary - technology commercialization
DESCRIPTION
Summary of SDSU's MBA class, MGT 747: Seminar in Technology Commercialization Overview of major frameworks covered in class including disruptive innovation, customer development, business model generation and strategic choice canvasTRANSCRIPT
FALL 2013 Class Summary
December, 2013
• Course Overview • Ten Frameworks we learned • Assignments
2
The Outcome of R&D Proprietary means to a useful human purpose
Technology
The Diffusion of Technology The use of resources and processes to diffuse inventions
Innovation
Maximizing Value The use of strategy and tactics to maximize the value of innovation
Strategy
Case Studies Startups, Large Companies, & Research Institutions
Field Study Profiling a local startup, its innovation and its processes
Group Proj Developing a commercialization strategy for an early stage tech.
Supplements Class discussions, Prof. Blog, LinkedIn group
TEACHING METHODS
3
• New Products (Features)
• New Services
• New Businesses
Research
Invent
Standardize
Patent
Commercialize:
Technology Innovation Curve, e.g. Qualcomm
LAB MARKET
b
Newness / Risk of Market +
+
Unknown
Newness/Risk of Technology
Known
Known
Unknown Most VC Backed Startups
Most Angel Backed Startups
Most Lifestyle Businesses
Where Eagles Dare (For Visionaries Only)
New Businesses Existing Businesses
Profit & Growth
Mergers & Acquisitions Organic Development
7
Think about op7ons theory (Black Scholes) • Intrinsic value • Time value (Longevity, Vola7lity)
Unknown Large Opp’t
LiHle Compe77on
Known Large Opp’t
Lots of Compe77on
Me Too
Contrarian What the?
Fairy Tale
© provenmodels
based on: the Innovator's dilemma by Clayton M. Christensen and the innovators solution by Clayton M. Christensen and Michael E. Raynor
diffe
rent
mea
sure
of p
erfo
rman
ce
time
perf
orm
ance
time new market disruption compete against nonconsumption
low end disruption adressing overserved customers with a low cost business model
sustaining technology bringing a better product into an established market
most demanding customers least demanding customers
Leadership Alignment
Innovation Strategy
Organizational Design
Innovation Process
Agile Enterprise
9
Determine your compe77ve domain & generate a
porSolio of growth op7ons
Redesign for innova7on incl. structures, incen7ves, and
resource alloca7on
Commit to agile strategy, organiza7onal redesign &
lean processes
Manage idea flow and interfaces; apply lean methods & tools
Why?
What? Who?
How?
• Product architecture (Modular Design) • New Business launch pads (Growth Platforms
or ‘Franchises’) • Industry Platforms (Essential, Ecosystem
Dependent Networks)
Customer Valida7on
Customer Discovery
Customer Development
Product Development
Market Research
The Customer Development Way Tradi6onal New Venture Launch
We’re now giving the market what it wants
SOLUTION
PERCEIVED PROBLEM Customer
Crea7on
We thought this was right, but we were guessing
Company Building
Sales & Biz Dev
Product Development
Analysis, Forecas7ng
& Debate
A dialogue approach to finding a product/market fit
13
Strategy Theme (Vision)
Strategic Choice Canvas: (make specific to your industry)
1. Company Building Intent
2. Business Model Type
3. Value Integra7on
4. Ver7cal Specializa7on
5. Compe77ve Posi7oning
6. Product Scope
<Plan A> <Plan B> <Plan C>
Early Exit Niche Player Large Company
OEM Components Consumables Sodware Services IP MS-‐PlaSorm
Degree of Value Chain Integra7on & Control
Degree of Ver7cal Market Specializa7on
Disrup7ve Innovator Leapfrog Innovator Fast Follower
Single vs. Mul7ple Offerings Breath & Depth of Features Source of Novelty
Intro to Primary Research Finding and reviewing founders of an innovative startup
Original Product Nature of Innovation
14
Impact on Society Creative Business Model
Students’ reflections on what makes a startup innovative varied widely
Founder’s Attitude & Approach Company Culture
Founder Interviews
Expert Interviews
Customer Interviews
Understand problem, company’s solution and competitive environment first hand
Primary Research
15
Strategic Analysis
Provide recommendations based on insight and analysis of research conducted in the market
Proprietary technology helps but it is not sufficient for establishing a winning business
Major Takeaways
Feasibility
Desirability Viability
Innova=on