Ideas management (vers. 2014)

I've got an idea. And now?  
Frieda Brioschi / Emma Tracanella
frieda.brioschi@gmail.com / emma.tracanella@gmail.com
IED

Lesson 3/2014

3. I’ve got an idea. And now?
Course program
1. Italian Startups
2. Set up a startup in Italy
3. I've got an idea. And now?
2

Today's table of content
1. Intellectual Properties
2. Design and life cycle
3. From concept to company
4. Useful tools
3

Innovative startups:
quick recap
During last lesson we investigated some laws, regarding
2 areas:
• startup regulation
• labour agreements
4

Innovative startups:
quick recap
We went through the deﬁnitions of:
• startup
• innovative startup
• startup with a social goal
• limited company (particularly ssrl, srlcr)
• liquidation & bankruptcy
5

Innovative startups: quick
recap
Past slides available on Slideshare @ubifrieda:
https://www.slideshare.net/ubifrieda/
7

IP
Intellectual property (IP) is a legal concept which refers
to creations of the mind for which exclusive rights are
recognized.
Common types of intellectual property rights include
copyright, trademarks and patents.
In italian a preferred term is "industrial property".
8

Author’s rights
In Italy, law 22 aprile 1941 n. 633 "Protezione del diritto
d'autore e di altri diritti connessi al suo esercizio“
Two distinct components:
1. economic rights in the work
2. the moral rights of the author
9
http://it.wikipedia.org/wiki/Diritto_d%27autore_italiano

Moral rights
1. Right of attribution
2. the right to have a work published anonymously or
pseudonymously
3. right to the integrity of the work (bars the work from
alteration, distortion, or mutilation)
Anything else that may detract from the artist's relationship
with the work even after it leaves the artist's possession or
ownership may bring these moral rights into play.
Moral rights are inalienable.
10
http://en.wikipedia.org/wiki/Moral_rights

Economic rights
The economic rights are a property right which is limited
in time (70 years after the author’s death in Italy) and
which may be transferred by the author to other people.
They are intended to allow the author or their holder to
proﬁt ﬁnancially from his/her creation, and include the
right to authorize the reproduction of the work in any
form. The authors of dramatic works (plays, etc.) also
have the right to authorize the public performance of
their works.
11
http://it.wikipedia.org/wiki/Diritto_d%27autore_italiano

Copyleft
copyleft <> copyright
Allows for rights to distribute copies and modified
versions of a work, and requires that the same rights are
preserved in modified versions of the work.
Copyleft is a general method for making a work free
(libre), and requiring all modified and extended versions
of the work to be free as well. This free does not
necessarily mean free of cost, but free as in freely
available to be used, distributed or modified.
12
http://en.wikipedia.org/wiki/Copyleft

Copyleft
Copyright law is usually used to prohibit others from
reproducing, adapting, or distributing copies of the
author's work.
Under copyleft an author may give every person who
receives a copy of a work permission to reproduce,
adapt or distribute it and require that any resulting copies
or adaptations are also bound by the same licensing
agreement.
Creative Commons are the most known copyleft
licences.
13
http://en.wikipedia.org/wiki/Copyleft

Creative Commons
Creative Commons is an US foundation, created in 2001,
which aims to develop, support and steward legal and
technical infrastructure that maximizes digital creativity,
sharing and innovation.
14

Licenses
15

Rights
16
Attribution
ShareAlike
NonCommercial
NoDerivatives

3. I’ve got an idea. And now?17

license

deed22

Trademark
A trademark is a
recognizable sign, design
or expression which
identiﬁes products or
services of a particular
source from those of
others.
The trademark owner can
be an individual, business
organization, or any legal
entity.
23
http://en.wikipedia.org/wiki/Trademark

Trademark
The law considers a trademark to be a form of property.
Proprietary rights in relation to a trademark may be
established through actual use in the marketplace, or
through registration of the mark with the trademarks
ofﬁce.
24
http://en.wikipedia.org/wiki/Trademark

Registered trademark
A registered trademark confers a bundle of exclusive
rights upon the registered owner, including the right to
exclusive use of the mark in relation to the products or
services for which it is registered.
In Italy the national registration process should be sent to
Uﬃcio Italiano Brevetti e Marchi (UIBM). Registration
lasts 10 years and is renewable.
An european registration can be done at Ufﬁcio per
l'armonizzazione nel mercato interno (UAMI), and an
international registration can be done at WIPO.
25

Registered trademark
Registrations can in particular cases be approved for
preexisting designs.
Similar trademarks may coexist in different ﬁelds of
business (think of Steve Job’s Apple and Beatles’ Apple
Records).
!
Registrations can be challenged if deemed unfair, and
eventually dropped.
26

Patent
A patent consists of a set of exclusive rights granted by
a sovereign state to an inventor or their assignee for a
limited period of time, in exchange for the public
disclosure of the invention. An invention is a solution to a
speciﬁc technological problem, and may be a product or
a process.
The exclusive right granted to a patentee in most
countries is the right to prevent others from making,
using, selling, or distributing the patented invention
without permission.
27
http://en.wikipedia.org/wiki/Patent

Types of patents in Italy
Invention patent:
it’s the stronger and higher form of protection, used for technological innovation in
products, processes or solutions (including new vegetables varieties). 20 years, non
renovable
!
Utility model:
A weaker patent, easier to obtain but harder to defend. Limited to products and physical
objects. It’s used for inventions that improve on existing products. It protects the form,
too, provided that thare is a provable enanchement in functions. 10 years, non renovable.
!
(Pro tip: Italian law –art 84 CPI- allows to request both patents for the same invention,
leaving the choice of the most fitting to the patent office)
28
http://ufficiobrevetti.it/en/patents/

Types of patents in Italy
(not properly a patent)
Model or design registration:
it’s the weaker and most limited patent, providing basic
protection to form, colors and design of a speciﬁc model of
product. It’s extremely easy to apply, up to 100 variants of the
same design can be deposited with a single instance.
This is mostly used in fashion, design and styling business,
allows for quick prosecution of fakes.
25 years, taxes could be payed in installments.
29

Filing a patent
A prototype is not needed
A thorough description with detailed drawings is enough
Requirements:
• Novelty (never patented before, anywhere)
• Originality (non obvious, different from current state of art)
• Industrial Applicability (no arts & crafts, must be reproduced industrially)
• Legality (must not offend morality, break law and impair order)
!
To maintain validity, a patent MUST BE REALIZES WITHIN 3 YEARS FROM REGISTRATION
(or 4 years from applocation).
Since 1 jan 2006 ﬁling a patent is FREE from fees. Some costs could arise in order to provide
the required documentations, a free cost assessment could be requested on Ufﬁcio Brevetti’s
website. 
30

Design a project
!
• no ToDo list available
!
• every project is different, according to its story, your
team, the chosen ﬁeld, etc.
!
• we can just identify some good practices and useful tools
32

Design a project
Starting a project implies
!
• to have clear goals (both quantitative and qualitative)
!
• these goals must be reached in a ﬁxed time
!
• using available resources (human and monetary)
33

Concept
• Discuss your hunch as much as possible, and evaluate
every single feedback you receive.
!
!
!
• If you want to patent your product don’t offer too many
details.
34

Where do good ideas come
from?
http://www.youtube.com/watch?v=NugRZGDbPFU
(il www)
35

Life cycle
36
Planning
Analysis
Design
Implementation
Maintenance
Maturity
Decline

Strategic planning
• Prior questions:
!
• may I make money from my hunch?
!
• is it scalable?
!
• does it answer to a market need or am I trying to create a demand for my product?
!
• Have I any competitors?
!
• Which is my target?
37

Product Vs Market
According to Steve Blank:
• new product new market
• new product existing market
• "existing" product segmenting an existing market, acting on
cost
• new product segmenting an existing market, creating a niche
They differ for consumers, needs, perfomances, competitors
and risks.
38
http://blog.nicolamattina.it/2011/03/i-quattro-tipi-di-startup-sencondo-steve-blank/

Analysis
• Feasibility study
!
• Requirements
!
• Outline analysis
!
• Financial assessment
!
• Technology outlook
!
• Use cases
39

Feasibility study
• A feasibility study is an evaluation and analysis of the
potential of the proposed project which is based on
extensive investigation and research to give full comfort to
the decisions makers.
!
• Feasibility studies aim to objectively and rationally
uncover the strengths and weaknesses of an existing
business or proposed venture, opportunities and threats
as presented by the environment, the resources required
to carry through, and ultimately the prospects for success.
40
http://en.wikipedia.org/wiki/Feasibility_study

Design
• Physical design
• Performance
• Usability
• Security
• Cross platform
• Certiﬁcation
41

Outputs
• Placement
• Promotion
• Price
42

Implementation
• Prioritization of features (must have/nice to have)
• Testing
43

Maintenance
• Evolutionary maintenance
• Other possible outcomes: maturity and decline of the
product
44

From concept to company
• A great team with clear leadership
• Never forget that "content is king“
• Strong business model
• Communicate, communicate, communicate!
45
http://marketingarena.it/2011/05/25/5-step-per-costruire-unimpresa-partendo-da-unidea/

http://bit.ly/912l9G

Write my project
If everything is clear and well deﬁned in my project, I can write it down.
Main points:
• Abstract
• Idea (what's the key idea? Which target/market? what's my goals?
what's new in my product?)
• Action plan (people, time, space, equipment)
• Team
• Timeline (milestones)
• Budget
48
http://www.progettokublai.net/guida-alla-scrittura-del-progetto/

What is Kublai?
• It’s an incubator for territorial project.
!
!
!
• Implemented by:
51

Inside Kublai
A community where designers and experts meet
together.
52

Project coaching
Project coaching is a professional consulting activity,
providing developmental support for individuals, project
teams, enterprises and communities, with the goal of
supplementing and improving project management
capability.
53
http://en.wikipedia.org/wiki/Project_coaching

Business incubators
Business incubators are programs designed to support the
successful development of entrepreneurial companies
through an array of business support resources and
services, developed and orchestrated by incubator
management and offered both in the incubator and through
its network of contacts. Incubators vary in the way they
deliver their services, in their organizational structure, and
in the types of clients they serve. Successful completion of
a business incubation program increases the likelihood
that a startup company will stay in business for the long
term: older studies found 87% of incubator graduates
stayed in business, in contrast to 44% of all ﬁrms.
54
http://en.wikipedia.org/wiki/Business_incubator

Seed accelerators
• Seed accelerators are a modern, for-proﬁt type of
startup incubator, with an open application process,
taking in classes of startups consisting of small teams,
supporting them with funding, mentoring, training and
events for a deﬁnite period (usually three months), in
exchange for equity.
• While traditional business incubators are often
government-funded, generally take no equity, and
focus on biotech, medical technology, clean tech or
product-centric companies, accelerators are privately
funded and focused on mobile/Internet startups.
55
http://en.wikipedia.org/wiki/Seed_accelerator

Next week
Open your market
!
!
!
56

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