1. Commercial Development Programme Commercial Essentials Workshop 5 – Understanding, Finding and Developing Markets

2. NORTHUMBRIA COMMERCIAL ENTERPRISES INNOVATION CAMPUS Ross Golightly

4. NORTHUMBRIA COMMERCIAL ENTERPRISES INNOVATION CAMPUS Commercialisation Project Management Cycle Risk Management Strategy IP Exploitation Concept Research Business Plan IP Protection Funding Package Product Dvpt Commercial- isation Working Capital Strategy Dvpt Market Research Company Set Up Idea Dvpt Revenue Generation

6. NORTHUMBRIA COMMERCIAL ENTERPRISES INNOVATION CAMPUS Define Your Research from the Perspective of Needs: A Market … £100m Value? (That’s Financial) … France and Germany? (That’s Geography) … High Street / On-Line? (That’s a Channel) A Market People with a Common Need or Want If You Start with a Definition of a Technology or Research Piece, You will never Define a Need!

7. NORTHUMBRIA COMMERCIAL ENTERPRISES INNOVATION CAMPUS Developing Markets and Identifying Application Markets Your application markets will depend on your intended business model. Consider in what contexts your IP / Technology / Services can be used?

35. NORTHUMBRIA COMMERCIAL ENTERPRISES INNOVATION CAMPUS Manufacturing Mindset “ Sell What We Make” “ Make What Will Sell” How We Often Function How We Should Function Marketing Mindset

36. “ MORE OF THE SAME” Don’t be a “Karaoke Product”

37. NORTHUMBRIA COMMERCIAL ENTERPRISES INNOVATION CAMPUS Development “ Blue Ocean Strategy”: DON’T COMPETE! Create Uncontested Market Space Creating Temporary Monopolies is Exactly What Businesses Aspire to do!

38. NORTHUMBRIA COMMERCIAL ENTERPRISES INNOVATION CAMPUS From Trademark to Trustmark What is your relevant and differentiated offer to your marketplace? BRAND VALUE Trademark Familiar Distinctive Identity Familiar Distinctive Identity Special Promise Brand Familiar Distinctive Identity Special Promise Authority Trustmark

39. NORTHUMBRIA COMMERCIAL ENTERPRISES INNOVATION CAMPUS Developing Markets and Identifying Application Markets Your application markets will depend on your intended business model. Consider in what contexts your IP / Technology / Services can be used?

40. NORTHUMBRIA COMMERCIAL ENTERPRISES INNOVATION CAMPUS Product Life Cycle This is the traditional view of the life cycle of a product from launch to decline:

41. NORTHUMBRIA COMMERCIAL ENTERPRISES INNOVATION CAMPUS Product Life Cycle: The Reality This is how the 4 marketing strategies in the Ansoff Matrix are applied: £ TIME Market Penetration Product Life Extension New Product Development Market Development Diversification

43. NORTHUMBRIA COMMERCIAL ENTERPRISES INNOVATION CAMPUS Market Segments and Strategic Options The Market Segments Strategy 1 Undifferentiated Strategy 2 Differentiated Strategy 3 Concentrated

44. NORTHUMBRIA COMMERCIAL ENTERPRISES INNOVATION CAMPUS Generic Strategies

45. NORTHUMBRIA COMMERCIAL ENTERPRISES INNOVATION CAMPUS Generic Strategies

48. NORTHUMBRIA COMMERCIAL ENTERPRISES INNOVATION CAMPUS Thanks for Listening ... Q&A Ross Golightly [email_address] Tel: 07984 379 558 / 0191 4604126 www.twitter.com/RossGolightly www.spheraconsulting.co.uk