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“Fast Track to
… how to discover your
One Million Dollar Business (1mdb)
WORKSHOP 1 : TECHNOLOGY ANALYSIS
Visiting Professor, Shenzhen University, PRC
Academic Fellow in Entrepreneurship &
Innovation, Anglia Ruskin University, UK
21 December 2016
“Is your product new, unique,
and technically feasible?”
Innovation SPACE™ Technology Commercialization Model
Phase 1 : CONCEPT
Stage 1 : DISCOVERY
Step 1 : TECHNOLOGY ANALYSIS
• 9:00 Introduction
• 10:00 Technology Commercialisation Model
• 11:00 Technical Attributes vs Value Proposition
• 12:00 Innovation Mapping
• 13:00 Have an AMAZON Lunch
• 14:00 Innovation Projects Grid
• 16:00 Conclusion
The Technology Commercialisation Model
SCIENCE & TECHNOLOGY MARKET ENTERPRISE / BUSINESS
STAGE 1 : DISCOVERY Step 1
Market Needs Analysis
STAGE 2 : DO-ABILITY Step 4
STAGE 3 : DESIGN Step 7
Engineering Prototype /
Strategic Marketing Plan
Strategic Business Plan
STAGE 4 : DEPLOYMENT Step 10
STAGE 5 : DELIVERY Step 13
Sales & Distribution
STAGE 6 : DOMINATION Step 16
Step 1: Technology Analysis
Is this product new, unique, and technically feasible?
• The first activity to testing these new venture
assumptions is to investigate the technical
validity of the product. This step is called
the Technology Analysis. To have commercial
value, the product or service should solve a real
world problem better, cheaper, or faster than
existing solutions, and the feature advantages of
the new product must be powerfully better than
existing ones. You should remember that
existing products and services are often
supported by huge advertising budgets,
aggressive marketing strategies, and fierce
customer loyalty. It is seldom enough for an
incremental improvement in a product to
displace a well-entrenched product already in
the market. Also, remember that product
benefits take precedence over product features.
Customers buy electric drills to make holes, not
to get fancy cases.
The purpose of this activity is to assess the
intellectual property status of any technology
involved in the product. This involves
determining whether the product or any of its
components are covered by intellectual
property protection such as patents or
• Definition: The process of determining that the physical features of the concept are
potentially achievable and operational.
• Objective: The objectives of the technical concept analysis step are to succinctly define the
concept, to assess the implementation potential of the technical aspects of the concept, and
establish the uniqueness of the technical concept.
• Product: The product of this activity is a verbal description, schematic, formula, conceptual
model or paper design, delineating the main features of the technical concept.
• Technical Activities: During the technical concept analysis step the following activities must
• Define the concept fully;
• Demonstrate that performance assumptions are viable;
• Assess critical barriers to production;
• Survey the state-of-the-art of the technology;
• Estimate the working models costs.
• Milestones: Provisional patent, patent, copyright, patent scan, license agreement
• Funding Sources: Personal finances, MOSTI (Technofund, Innofund)
• Technical Information: The technical concept analysis will usually result in knowledge about
the features of the technical concept, performance expectations, prior art, and other similar
or related research and development activities.
• Key Questions :
• Have you completed a technology database search?
Have you researched related patents or copyrights?
Have you researched technical journals and trade magazines?
Have you discussed the topic with experts?
Do you know the current state-of-the-art competitive technologies?
Have you selected the technologies for the application?
Have you determined the advantages of this technology?
Have you determined the risks for this technology?
Do the benefits of this technology or product offer significant advantages over the existing
1. Have you completed a technology database search?
2. Have you researched related patents or copyrights?
3. Have you researched technical journals and trade magazines?
4. Have you discussed the topic with experts?
5. Do you know the current state-of-the-art competitive technologies?
6. Have you selected the technologies for the application?
7. Have you determined the advantages of this technology?
8. Have you determined the risks for this technology?
9. Do the benefits of this technology or product offer significant
advantages over the existing solution?
THE INNOVATOR’S DELUSION
1. “Our technology is so new that we have no competitors”
2. “The new technology being commercialized by our competitors
will not pose a large threat”
3. “That competitor is in a different industry, and its strategies won’t
affect my business.”
“Our technology is so new that we have no
“The new technology being commercialized by
our competitors will not pose a large threat”
“That competitor is in a different industry, and
its strategies won’t affect my business.”
INNOVATION MAP : SMARTPHONE WAR BEGINS 2007TECHNOLOGYCAAPABILITY
BUSINESS MODEL CHANGE
INNOVATION MAP SCORECARD : ATTRIBUTES
TECHNOLOGY CAPABILITY (+/-)
• Attract top talent
• Use of specialized machines
• Expert skills to deliver
• Own cluster of patents around
technology, methodology or
• Collaborate with
develop new products
BUSINESS MODEL (+/-)
• Different ways of selling
• Higher gross margins
• Lower variable or fixed costs
• Multiple revenue streams from
different customer segments
• Fast cashflow generation or low
working capital needs
Existing Solutions Global Market Leader Innovation Leader Specialty Leader Local Market Leader
1. Ability to attract
2. Use of specialized
3. Expert skills in
4. Own cluster of
patents in technology
5. Extensive external
Existing Solutions Global Market
Innovation Leader Specialty Leader Local Market Leader
1. Different ways of
2. Higher gross
3. Lower variable or
4. Multiple revenue
5. Fast cashflow
generation or low
INNOVATION MAP SCORECARD : CALCULATION
Maximum : 25
Minimum : 0
Maximum : 25
Minimum : 0
[ s*0.4 – 5 ]
Maximum : 5
Minimum : -5
Maximum : 5
Minimum : -5
YOUR INNOVATION MAPTECHNOLOGYCAAPABILITY
Innovation Project Score Grid