Transcript Marketing Protfolios

2000
Cover Slide
Presented by the USC ETTC
Copyright ETTC 2000
Time cover
USC ETTC © 2000
How the internet is
changing the way
books are exposed
Blair witch
USC ETTC © 2000
How the internet is
changing the way
movies are exposed
MP3.com
USC ETTC © 2000
How the internet is
changing the way
music is exposed
The future
“When the rate of change outside is greater
than the rate inside, the end is in sight”
Jack Welch, Chairmen General Electric
USC ETTC © 2000
Abstraction
“60 % of the items manufactured
today did not exist 10 months ago”
Lon Hatamiya, Secretary - California Trade and Commerce Agency
“Startups are now expected to go public
within 6-18 months after venture investment”
Donna Jensen, Founder and CEO of startups.com
USC ETTC © 2000
Status Quo Thinking
“But what … is it good for?”
(the microchip)
- Engineer - IBM, 1968
“A severe depression like that of 1920-1921 is
outside the range of probability.”
- Harvard Economic Society, 1929
“With only fifty foreign cars on sale here,
the Japanese auto industry isn’t likely to
carve out a big stake in the U.S.
- Business Week, 1968
“Everything that can be invented has been
invented.”
- Charles Duell, Commissioner
U.S. Office of Patents, 1899
“There is no reason for any individual to
have a computer in their home.”
- Ken Olson,
Digital Equipment Corp., 1977
“Who the hell wants to hear actors talk?”
- H.M. Warner - Warner Bros., 1927
“No matter what happens, the U.S. Navy is not going to be caught napping.”
- Secretary of the Navy, December 4, 1941
USC ETTC © 2000
Management
Perform all services within
corporate structure.
Select specific vendors for
non-mission critical services.
Partner with world-class
service providers
(Image courtesy of Lynda M. Applegate, Harvard)
USC ETTC © 2000
Network Organization
USC ETTC © 2000
Abstraction
Truth
Universal
Knowledge
Belief
Social
Personal
No Debate
Converge on debate
Diverge on debate
Effect
Cause
Cause
USC ETTC © 2000
Mission Statement
The NASA Far West RTTC
“A knowledge transfer organization dedicated to
the highest level of professionalism and
innovation in all that we do.”
USC ETTC © 2000
Our Homepage
Visit us at:
http://www.usc.edu/go/ttc
USC ETTC © 2000
The staff
USC ETTC © 2000
Management Team
Management Team includes:
• Former Director of Tech Transfer at Hughes Electronics
• Former Head of IR&D for Hughes Electronics
• Expert with 20 years experience in Knowledge Mining
• Executive Director with P&L and VC experience
• Former New Business Development Manager AlliedSignal
USC ETTC © 2000
Organizational Chart
School of Engineering
Engineering TTC
NASA
Programs
Commercial
Programs
Far West RTTC
FLC
Industry
Contracts
Ames,Dryden,JPL
RIBIT
Aerospace 1
Affiliate Offices
10 Affiliate Offices in
8 states
USC ETTC © 2000
Aerospace 2
Campus
Programs
Business
Development
Pre-Incubation
Renovation
Funds
Research Park
Funds
Incubator
Research Park
IMSC
Organization History
Created in 1958, one of the National Aeronautics and Space Administration's
founding purposes was to further technology transfer between the government
and commercial sector.
• 1967 NIAC Started
• 1976 Subsidized Information Searches
• 1982 Information Services Expanded, RISS Launched
• 1984 Affiliate Network Starts
• 1991 Affiliate Network Expands
Mid-West
Northeast
• 1992 USC Selected as RTTC
• 1994 Wins TRP Award
• 1997 ETTC Formed
Mid-Atlantic
Far West
Southeast
Mid - Continent
USC ETTC © 2000
The Smart IT building of the future
Modular System
open model but allows space to
be divided when needs. But
better than rigid cubicle walls
and allow collaboration
between teammates and feels
less secluded
Collaborating Quarters
a centralized glassed area for staff
meetings, brain-storming and formal
conferences. This welcomes group
involvement and minimizes
disturbances.
USC ETTC © 2000
Image courtesy of CIO magazine
The Smart IT building of the future
Central area for
power &
networks
the IT friendly
building will support
ample power sources
to accommodate any
need. A central cable
core for power and
network wiring allow
for easy upgrades and
trouble shooting.
Integrated space for Infrastructure
raised floors offer east access for quick upgrades to
meet demanding bandwidth. Can also provide
water, power and HVAC space upgrades.
USC ETTC © 2000
Image courtesy of CIO magazine
Knowledge Mining
• The Spiral starts from the cluster center
• Knowledge is gained as it moves outward
• Leads generated from direct/indirect interest
• Recalibrate demand curve for portfolio
USC ETTC © 2000
Maximizing Profitability
• Portfolio Management Approach
• Avoid “Cherry Picking”
• Licensing Strategy matches technology
High Priced / Exclusive
•A
Sweet Spot = Highest Total Revenue
•B
•C
•D
Low Priced / Non-Exclusive
•E
USC ETTC © 2000
Our Technology Catalog
You can Sort by:
Type or Category
or Filter by:
NASA or COM
Each technology list
the available
documentation we have
Try the DEMO
USC ETTC © 2000
Commercial Assessment Model
• CAP 0: Decision to Patent
• CAP 1: Probe for market acceptance
• CAP 2: Analyze market data
• CAP 3: Technology Valuation
USC ETTC © 2000
Create Marketing Dockets
• Create dockets for marketing technology groupings
• Can be provided in e-mail, fax or hard copy format
• Allows executives to quickly evaluate
• Emphasizes problem solved not usage
• Marketing Dockets Example
USC ETTC © 2000
America’s Clusters
DRI/McGraw-Hill, Aug ‘96
Automotive
Business Services
Home and Lifestyle
Products
Agriculture and
Food Processing
Aerospace/Defense
Info/Media and
Entertainment
Fashion, Apparel and
Textiles
Energy and
Process
Materials
Industrial
Machinery
Educational
Services
Health Services
Forest Products
Electronics Machinery
and Systems
Tourism and
Recreation
Metals
Bio-Medical
Products
Financial Services
Construction
Products
Transportation and
Distribution
USC ETTC © 2000
Industry Clusters
USC ETTC © 2000
Industry Clusters
USC ETTC © 2000
The Evolution of Industry
Theme Parks
Motion Pictures
Motion Pictures
Television
Computer
Peripherals
Aviation
Electronics
Defense
Instruments
Defense
Aviation
Defense
Aerospace
Theme Parks/
Tourism
Visual Media
Production
Professional
Services
Multimedia
Technology
Engineering
Services
Commercial
Aviation
Technology-Based
Metal
Products
General
Manufacturing
Food
Processing
General
Manufacturing
Information
Processing
Agriculture
Information
Processing
Business
Services
Automobile
Manufacturing
USC ETTC © 2000
Manufacturing
Outcome
Avalanche of Money
USC ETTC © 2000