at the Boise State West Campus

TECHNOLOGY COMMERCIALIZATION

Process from Concept to Market

PHASES, STAGES, & STEPS

KEY QUESTIONS

ACTIVITIES

DELIVERABLES

FUNDING SOURCES

SERVICE PROVIDERS
 THE TECenter COMMERCIALIZATION MODEL
PHASES, STAGES, & STEPS

TECHNICAL MARKET BUSINESS

CONCEPT PHASE

Stage 1
TECHNICAL ANALYSIS MARKET NEEDS VENTURE ASSESSMENT
ASSESSMENT
Investigation STEP 1 STEP 3
STEP 2

DEVELOPMENT PHASE

Stage 2
TECHNICAL FEASIBILITY MARKET STUDY ECONOMIC FEASIBILITY

Feasibility STEP 4 STEP 5 STEP 6

Stage 3
ENGINEERING PROTOTYPE STRATEGIC MARKET PLAN STRATEGIC BUSINESS PLAN

Development STEP 7 STEP 8 STEP 9

Stage 4
PRE-PRODUCTION PROTOTYPE MARKET VALIDATION BUSINESS START-UP

Introduction STEP 10 STEP 11 STEP 12

COMMERCIAL PHASE

Stage 5
PRODUCTION SALES AND DISTRIBUTION BUSINESS GROWTH

Growth STEP 13 STEP 14 STEP 15

Stage 6
PRODUCTION SUPPORT MARKET DIVERSIFICATION BUSINESS MATURITY

Maturity STEP 16 STEP 17 STEP 18

 THE TECHNOLOGY COMMERCIALIZATION MODEL
KEY QUESTIONS

TECHNICAL MARKET BUSINESS

CONCEPT PHASE
Stage 1 TECHNICAL ANALYSIS
STEP 1
MARKET NEEDS ASSESSMENT
STEP 2
VENTURE ASSESSMENT
STEP 3

Is this product new, unique, and Does this product meet a clear Will this product or venture
Investigation technically feasible? market demand or solve a opportunity make a profit?
problem?

DEVELOPMENT PHASE
Stage 2 TECHNICAL FEASIBILITY
STEP 4
MARKET STUDY
STEP 5
ECONOMIC FEASIBILITY
STEP 6

What are the total costs associated Who will buy the product, how Does this opportunity generate
Feasibility with producing the product? many will be bought and at what sufficient returns to justify
price? investment?

Stage 3 ENGINEERING PROTOTYPE

STEP 7
STRATEGIC MARKET PLAN
STEP 8
STRATEGIC BUSINESS PLAN
STEP 9

Do you have a prototype that exactly Have you profiled and finalized Have you finalized your business
Development represents the product? the target market? model, identified total financial
needs, and secured seed capital?

Stage 4 PRE-PRODUCTION PROTOTYPE

STEP 10
MARKET VALIDATION
STEP 11
BUSINESS START-UP
STEP 12

Have you completed a limited Have you made sales? Is the management team
Introduction production and tested for performance operational?
and reliability?

COMMERCIAL PHASE
Stage 5 PRODUCTION
STEP 13
SALES AND DISTRIBUTION
STEP 14
BUSINESS GROWTH
STEP 15

Is production process dependable, Are you growing market share? Are you on course to achieve your
Growth reliable and optimized? business plan objectives?

Stage 6 PRODUCTION SUPPORT

STEP 16
MARKET DIVERSIFICATION
STEP
BUSINESS MATURITY
STEP 18

Are you supporting the product? Have you identified your next Are you generating and/or
Maturity generation of products? maximizing a return on investment?
 THE TECHNOLOGY COMMERCIALIZATION MODEL
ACTIVITIES
TECHNICAL MARKET BUSINESS
CONCEPT PHASE

Stage 1 TECHNICAL ANALYSIS

STEP 1
MARKET NEEDS ASSESSMENT
STEP 2
VENTURE ASSESSMENT
STEP 3
Define concept Conduct market overview Estimate profit potential
Investigation Confirm critical assumptions Id pricing structure Conduct self, enterprise
Survey state of the art Id market barriers and commercialization
Id critical barriers Id risks assessments
Evaluate applicability Id distribution channels Id professional needs
Determine technology Id trends and competitors Id capital needs

DEVELOPMENT PHASE
Stage 2 TECHNICAL FEASIBILITY
STEP 4
MARKET STUDY
STEP 5
ECONOMIC FEASIBILITY
STEP 6
Develop working model Id and quantify: Formulate financial
Feasibility Test technical features Market size assumptions
Assess preliminary producibility Customers Develop pro forma
Conduct manufacturing Volume Id seed capital
assessment Prices Form advisory team
Assess safety & environmental Distribution
features Competitors
Finalize designs
Stage 3 ENGINEERING PROTOTYPE
STEP 7
STRATEGIC MARKET PLAN
STEP 8
STRATEGIC BUSINESS PLAN
STEP 9
Develop prototype Id marketing team Decide venture or license
Development Id materials and processes Define target market Finalize intellectual property
Conduct tests Select market channels Id management team
Develop manufacturing methods Field test Select organization structure
Write business plan

Stage 4 PRE-PRODUCTION PROTOTYPE

STEP 10
MARKET VALIDATION
STEP 11
BUSINESS START-UP
STEP 12

Introduction Develop production prototype Establish market Establish business function

Determine production process relationships Hire staff
Select manufacturing equipment Conduct limited sales Execute contracts
Design field support system Analyze sales Secure first-stage financing
Demo product features Survey customers
Refine marketing plan
COMMERCIAL PHASE
Stage 5 PRODUCTION
STEP 13
SALES AND DISTRIBUTION
STEP 14
BUSINESS GROWTH
STEP 15

Prepare commercial design Expand distribution Monitor enterprise position

Growth Establish quality control Analyze competitor Hire and train personnel
Construct facilities response Execute contracts
Conduct full production Assess customer satisfaction Arrange financing
Finalize internal distribution system Assess distributorsatisfaction Institute vision, mission
Refine product features and management policies
Stage 6 PRODUCTION SUPPORT
STEP 16
MARKET DIVERSIFICATION
STEP 17
BUSINESS MATURITY
STEP 18

Maximize production Develop market retention Establish SWOT process

Maturity Establish after market support, Establish market scan Invest profits
repairs and spares Id new markets Monitor product life cycle
Warrantee service Id new products Monitor business trends
Implement training program Monitor mgmt. technologies
Implement innovations
 THE TECHNOLOGY COMMERCIALIZATION MODEL
DELIVERABLES

TECHNICAL MARKET BUSINESS

CONCEPT PHASE
Stage 1 TECHNICAL ANALYSIS
STEP 1
MARKET NEEDS ASSESSMENT
STEP 2
VENTURE ASSESSMENT
STEP 3

Provisional patent, patent, copyright, Background research materials Preliminary cost and revenue
Investigation patent scan, license agreement estimate

DEVELOPMENT PHASE
Stage 2 TECHNICAL FEASIBILITY
STEP 4
MARKET STUDY
STEP 5
ECONOMIC FEASIBILITY
STEP 6

A working model of the product Primary market research A financial model accurately
Feasibility representing the business
opportunity

Stage 3 ENGINEERING PROTOTYPE

STEP 7
STRATEGIC MARKET PLAN
STEP 8
STRATEGIC BUSINESS PLAN
STEP 9

An accurate prototype representing the The final marketing plan based The business plan
Development materials and functionality of the end upon discussions with
product suppliers, market
representatives, and customers

Stage 4 PRE-PRODUCTION PROTOTYPE

STEP 10
MARKET VALIDATION
STEP 11
BUSINESS START-UP
STEP 12

A limited production Sales An Enterprise

Introduction

COMMERCIAL PHASE
Stage 5 PRODUCTION
STEP 13
SALES AND DISTRIBUTION
STEP 14
BUSINESS GROWTH
STEP 15

Production Growing sales Increasing revenues

Growth

Stage 6 PRODUCTION SUPPORT

STEP 16
MARKET DIVERSIFICATION
STEP 17
BUSINESS MATURITY
STEP 18

Maximum production New products Profits

Maturity
 THE TECHNOLOGY COMMERCIALIZATION MODEL
FUNDING SOURCES

TECHNICAL MARKET BUSINESS

CONCEPT PHASE
Stage 1 TECHNICAL ANALYSIS
STEP 1
MARKET NEEDS ASSESSMENT
STEP 2
VENTURE ASSESSMENT
STEP 3

Personal finances Personal finances Personal finances

Investigation

DEVELOPMENT PHASE
Stage 2 TECHNICAL FEASIBILITY
STEP 4
MARKET STUDY
STEP 5
ECONOMIC FEASIBILITY
STEP 6

Friends and family Friends and family Friends and family

Feasibility

Stage 3 ENGINEERING PROTOTYPE

STEP 7
STRATEGIC MARKET PLAN
STEP 8
STRATEGIC BUSINESS PLAN
STEP 9

Angel investors Angel investors Angel Investors

Development (seed round) (seed round) (seed round)

Stage 4 PRE-PRODUCTION PROTOTYPE

STEP 10
MARKET VALIDATION
STEP 11
BUSINESS START-UP
STEP 12

Angel investors Angel investors Angel investor

Introduction (seed round) (seed round) (seed round)

COMMERCIAL PHASE
Stage 5 PRODUCTION
STEP 13
SALES AND DISTRIBUTION
STEP 14
BUSINESS GROWTH
STEP 15

Venture Capital Venture Capital Venture Capital

Growth (early stage round) (early stage round) (early stage round)

Stage 6 PRODUCTION SUPPORT

STEP 16
MARKET DIVERSIFICATION
STEP 17
BUSINESS MATURITY
STEP 18

Venture Capital Venture Capital Venture Capital

Maturity (Mid/late stage rounds) (Mid/late stage rounds)
(Mid/late stage rounds)
 THE TECHNOLOGY COMMERCIALIZATION MODEL
SERVICE PROVIDERS

TECHNICAL MARKET BUSINESS

CONCEPT PHASE
Stage 1 TECHNICAL ANALYSIS
STEP 1
MARKET NEEDS ASSESSMENT
STEP 2
VENTURE ASSESSMENT
STEP 3

Intellectual property attorneys, Internet, trade articles, industry Faculty, interns, other
Investigation engineers, scientists representatives entrepreneurs

DEVELOPMENT PHASE
Stage 2 TECHNICAL FEASIBILITY
STEP 4
MARKET STUDY
STEP 5
ECONOMIC FEASIBILITY
STEP 6

Technicians, engineers, scientists, Faculty, interns, market Faculty, interns, CPAs, financial
Feasibility TechHelp research firms consultants, entrepreneurs

Stage 3 ENGINEERING PROTOTYPE

STEP 7
STRATEGIC MARKET PLAN
STEP 8
STRATEGIC BUSINESS PLAN
STEP 9

Technicians, engineers, scientists, Faculty, interns, market Faculty, interns, corporate

Development TechHelp research firms, attorneys, marketing firm, CPAs,
entrepreneurs, mentors, investors, consultants
industry representatives

Stage 4 PRE-PRODUCTION PROTOTYPE

STEP 10
MARKET VALIDATION
STEP 11
BUSINESS START-UP
STEP 12

Technicians, engineers, scientists, Sales consultants, public Attorneys, CPAs, investors, human
Introduction TechHelp relations firm resource consultants, marketing
consultants

COMMERCIAL PHASE
Stage 5 PRODUCTION
STEP 13
SALES AND DISTRIBUTION
STEP 14
BUSINESS GROWTH
STEP 15

Technicians, engineers, Interns, Marketing consultants Multiple consultants

Growth manufacturers, consultants, TechHelp

Stage 6 PRODUCTION SUPPORT

STEP 16
MARKET DIVERSIFICATION
STEP 17
BUSINESS MATURITY
STEP 18

Technicians, engineers, manufacturers, Faculty, Interns, Marketing Multiple consultants

Maturity consultants, TechHelp consultants