Transcript Document
From Idea to Product
Dr Ian McKay
We help SMEs to harness the benefits of european research funding through: concept development consortium generation writing and evaluation of applications for grant funding from regional and national bodies, and the EC development of intellectual property management and exploitation strategies
This presentation
Classic product life cycle
Sales
Development Introduction Growth Maturity Saturation Decline
Time
Sales
Why innovate?
Effects of Extension Strategies Time
Key steps ‘From Idea to Product’
Idea generation Product screening Concept testing Business and financial analysis Product development Test marketing Commercialization
Idea generation
Where do ideas come from?
Market research – identifies gaps in the market Monitoring competitors Planned research and development (R&D) Luck or intuition – stumbling across ideas Creative thinking – brain storming, scenario analysis Horizon scanning – what will people be using/wanting/needing 5,10, 20 years hence?
Idea generation
FABU analysis Features Advantages Benefits U-Appeal
Product screening
Pick the winners...
...but remember the rest just in case!
Concept testing
Get people together to test their response to the new product or service concept: Focus groups Exhibitions Trade fairs Internet - webinars, blogs, etc.
but remember – protect the intellectual property first!
Product development
Development of a new product involves: Design (for manufacture) Prototype development and testing Packaging and branding Positioning Usage testing and feedback Marketing and advertising and ultimately (and this is very important) SALES!
Management of product development
All elements of product development must be managed carefully: Designs – version control Intellectual property – protection and maintenance Prototype development – in house or...?
Marketing, advertising and sales and most important of all for SMEs: Cash flow!
Case studies
Piezotag – the high performance, low cost Tyre Pressure Monitoring System (TPMS)
Piezotag idea
A device that measures tyre pressure and temperature for: Passenger and commercial vehicles: two wheelers, cars, buses, vans, trucks aeroplanes and provides the following benefits: Health and safety – reduced accidents Increased energy efficiency Improved vehicle performance
Piezotag advantages
Generates it’s own power – piezoelectric effect RF transmits from wheel to single aerial every 6s System has lower component count than current devices
Piezotag Ltd
Started life as an EU-funded CRAFT project in Jan 2000 UK patent application filed in Oct 2001 Grant Thornton engaged in 2003 to assist with fund-raising process Balance of funding supplied by: Advantage Early Growth Fund (regional funding) Business Angels Company incorporated in 2004
The market for Piezotag
Passenger vehicles 120 million units p.a.
Commercial vehicles 40 million units p.a.
10% market share for Piezotag = 16 million unit p.a. At €10 per unit = €160 million p.a.
The business model
Piezotag Ltd will NOT produce the units. Instead manufacture will be licensed either: by non-exclusive licences at €1 million per licence or by non-exclusive licenses attracting €1 per unit manufactured in royalties
Piezotag Ltd – current position
Three patents granted in Europe One patent granted in USA Patenting progressing in seven other countries outside the EU Licensing deal currently being negotiated with VW-AUDI
Diesel Do Nicely (DDN)
A timely solution to an expensive problem
Misfuelling
Putting petrol into a car that should take diesel UK alone 120,000 reported incidents p.a.
Cost of repair between €200- €4.500 per vehicle Expensive for individuals and corporately Solutions: Audible Mechanical
The DDN idea
A barrier to misfuelling : Easy to implement Retro-fit More effective No moving parts No electronics A
simple
barrier...
...the petrol nozzle
simply
won’t fit!
Prototype
History of DDN ‘From Idea to Product’
Project started with personal funds in 2005 DDN Ltd incorporated in 2006 First prototypes created late 2006 First substantial funding ( €75k) from friends and business associates in Jan 2007 Testing commences with fleets e.g. UK police Second tranche from business angels ( €375k) in Aug 2007
The market - diesel cars & light commercial vehicles
Installed Base (vehicles that could benefit - millions) Europe Cars Light Commercial Vehicles (LCV) RoW Cars LCV
€m
55 22 5 60 Penetration in Y1 - Y3 - per annum Europe RoW Profit NB 3% 1% 2007 9 months 9.5
9.5
2008 13.9
2.9
16.8
These markets are self replenishing as the total share of the car and LCV market continues to grow (See Annex 1) 2009 15.0
3.3
18.3
DDN Ltd – current status
Unlike Piezotag – DDN will probably not license the manufacture in Western Europe but will sub contract it there First patent application made in Feb 2006 – grant anticipated in Jan 2008 A further five applications have been made The first, relatively modest orders have been received Three major fleet purchasers are interested now
Conclusions ‘From Idea to Product’
Having ideas is the easy part New product development takes a lot of time even a simple idea like DDN’s has taken nearly two years to get close to market, Piezotag has taken nearly eight It is very important to protect intellectual property as early as possible Be nice to your friends and family – you may need their money!
Thank you for your attention