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Concept to Commercialisation
                        - what it takes !


                               Peter Cochrane
                                  COCHRANE
                                  a s s o c i a t e s




                                 cochrane.org.uk
                                 ca-global.org
Monday, 28 March 2011
What it takes - a common misconception!
                        Energy
                        Required

                        100%   ~95%
                         80%
                         60%
                        40%
                         20%
                                          ~5%
                                                 ~1%     ~0.1%
                         0%
                                   Idea   Beta   Alpha   Getting
                                                           to
                                                         Market
Monday, 28 March 2011
What it takes - the actuality !
                        Energy
                        Required

                        100%                             ~95%

                        80%
                        60%
                        40%
                        20%
                                          ~1%    ~5%
                               ~0.1%
                         0%
                                   Idea   Beta   Alpha   Getting
                                                           to
                                                         Market
Monday, 28 March 2011
How will it fit in the market ?




Monday, 28 March 2011
Business spectrum...World Economy

            Ms
      100ks
         10ks
            1ks
        100s
            10s
                1
                1M        10M    100M   1Bn   10Bn   100Bn   1000Bn



Monday, 28 March 2011
Business spectrum...World Economy

            Ms
      100ks
         10ks           Very            Very            Almost
                        Easy            Hard          Impossible
            1ks
        100s
            10s
                1
                1M         10M   100M   1Bn    10Bn    100Bn       1000Bn



Monday, 28 March 2011
Business spectrum...World Economy

            Ms
      100ks
         10ks           Very                   Very            Almost
                        Easy                   Hard          Impossible
            1ks
        100s            Princes Trust                   Google        Apple, BP
            10s         Life Style                      FaceBook      MSoft, Shell

                1
                1M          10M         100M   1Bn    10Bn    100Bn       1000Bn



Monday, 28 March 2011
Worlds apart...




                        982M       Land Area Hectares     24M
                        300M          Population          65M
                        NY               ~8M            London
                        12,880G$        GDP          1,260G$
Monday, 28 March 2011
Worlds apart...
 Build for fun
 to change &
   challenge

     Build to
    Dominate

  Build to Sell
  Make money
    & retire



    Life Style
   Golf Course

Monday, 28 March 2011
Worlds apart...
 Build for fun                             Life Style
 to change &                              Golf Course
   challenge

     Build to
    Dominate                              Build to Sell
                                          Make money
  Build to Sell                             & retire
  Make money
    & retire                                Build to
                                           Dominate

                                          Build for fun
    Life Style                            to change &
   Golf Course                              challenge
Monday, 28 March 2011
Worlds apart...




Monday, 28 March 2011
Worlds apart...




                        1980 = 2 x Starts/Year/Head of Population
         >600kpa                    New Start Ups                   >400kpa
                        2010 = 3 x Starts/Year/Head of Population




Monday, 28 March 2011
Worlds apart...




                        1980 = 2 x Starts/Year/Head of Population
         >600kpa                    New Start Ups                   >400kpa
                        2010 = 3 x Starts/Year/Head of Population


            ~10% year 1                                         ~18% year 1
            ~15% year 2               Failure Rate              ~30% year 2
            ~80% year 10                                        ~95% year 10
Monday, 28 March 2011
How come?




Monday, 28 March 2011
Bad Money!
                        - short termism
                        - expensive
                        - punitive deals
                        - self interested
                        - no business support
                        - no value add

                        - supreme arrogance/know better



Monday, 28 March 2011
Poor Management!
                        - inexperienced
                        - unprofessional
                        - stubborn
                        - stupid
                        - believing your own BS
                        - refusing to step aside

                        - corrupt



Monday, 28 March 2011
Poor Management!


                        - missing targets
                        - poor customer relationship
                        - under resourcing
                        - running out of money




Monday, 28 March 2011
Poor Management!




Monday, 28 March 2011
Wrong Business Model




Monday, 28 March 2011
Wrong Business Model




Monday, 28 March 2011
Bad Idea




Monday, 28 March 2011
Slow Failure




Monday, 28 March 2011
Technology Failure




Monday, 28 March 2011
Fierce Competition




Monday, 28 March 2011
So, what makes innovation fly ?




                          A good leader    A seductive    Supportive
     A good idea
                          & a good team   business plan    investors



Monday, 28 March 2011
Good mentors !




Monday, 28 March 2011
An acceptance that it all looks like this !




    Activity
    Energy


                             Early      Emergence       Clear Product
                             Stage      of Order        and Market
                             Chaos                      Direction


Monday, 28 March 2011
AND of course...timing & luck !




Monday, 28 March 2011
Receptive customers help too!




          Big Problem            Desperation    Lots of Money
                                  & Panic



Monday, 28 March 2011
What stops innovation ?




                                                       Destructive
     Old minds          Old industry   Short Termism
                                                        investors



Monday, 28 March 2011
We need a visionaries and risk takers...




                        ...but there is a fine line between calculated risks and
                        doing something really dumb!


Monday, 28 March 2011
cochrane.org.uk   COCHRANE
      ca-global.org     a s s o c i a t e s




Monday, 28 March 2011

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Innovation in the uk what it takes

  • 1. Concept to Commercialisation - what it takes ! Peter Cochrane COCHRANE a s s o c i a t e s cochrane.org.uk ca-global.org Monday, 28 March 2011
  • 2. What it takes - a common misconception! Energy Required 100% ~95% 80% 60% 40% 20% ~5% ~1% ~0.1% 0% Idea Beta Alpha Getting to Market Monday, 28 March 2011
  • 3. What it takes - the actuality ! Energy Required 100% ~95% 80% 60% 40% 20% ~1% ~5% ~0.1% 0% Idea Beta Alpha Getting to Market Monday, 28 March 2011
  • 4. How will it fit in the market ? Monday, 28 March 2011
  • 5. Business spectrum...World Economy Ms 100ks 10ks 1ks 100s 10s 1 1M 10M 100M 1Bn 10Bn 100Bn 1000Bn Monday, 28 March 2011
  • 6. Business spectrum...World Economy Ms 100ks 10ks Very Very Almost Easy Hard Impossible 1ks 100s 10s 1 1M 10M 100M 1Bn 10Bn 100Bn 1000Bn Monday, 28 March 2011
  • 7. Business spectrum...World Economy Ms 100ks 10ks Very Very Almost Easy Hard Impossible 1ks 100s Princes Trust Google Apple, BP 10s Life Style FaceBook MSoft, Shell 1 1M 10M 100M 1Bn 10Bn 100Bn 1000Bn Monday, 28 March 2011
  • 8. Worlds apart... 982M Land Area Hectares 24M 300M Population 65M NY ~8M London 12,880G$ GDP 1,260G$ Monday, 28 March 2011
  • 9. Worlds apart... Build for fun to change & challenge Build to Dominate Build to Sell Make money & retire Life Style Golf Course Monday, 28 March 2011
  • 10. Worlds apart... Build for fun Life Style to change & Golf Course challenge Build to Dominate Build to Sell Make money Build to Sell & retire Make money & retire Build to Dominate Build for fun Life Style to change & Golf Course challenge Monday, 28 March 2011
  • 12. Worlds apart... 1980 = 2 x Starts/Year/Head of Population >600kpa New Start Ups >400kpa 2010 = 3 x Starts/Year/Head of Population Monday, 28 March 2011
  • 13. Worlds apart... 1980 = 2 x Starts/Year/Head of Population >600kpa New Start Ups >400kpa 2010 = 3 x Starts/Year/Head of Population ~10% year 1 ~18% year 1 ~15% year 2 Failure Rate ~30% year 2 ~80% year 10 ~95% year 10 Monday, 28 March 2011
  • 14. How come? Monday, 28 March 2011
  • 15. Bad Money! - short termism - expensive - punitive deals - self interested - no business support - no value add - supreme arrogance/know better Monday, 28 March 2011
  • 16. Poor Management! - inexperienced - unprofessional - stubborn - stupid - believing your own BS - refusing to step aside - corrupt Monday, 28 March 2011
  • 17. Poor Management! - missing targets - poor customer relationship - under resourcing - running out of money Monday, 28 March 2011
  • 21. Bad Idea Monday, 28 March 2011
  • 25. So, what makes innovation fly ? A good leader A seductive Supportive A good idea & a good team business plan investors Monday, 28 March 2011
  • 26. Good mentors ! Monday, 28 March 2011
  • 27. An acceptance that it all looks like this ! Activity Energy Early Emergence Clear Product Stage of Order and Market Chaos Direction Monday, 28 March 2011
  • 28. AND of course...timing & luck ! Monday, 28 March 2011
  • 29. Receptive customers help too! Big Problem Desperation Lots of Money & Panic Monday, 28 March 2011
  • 30. What stops innovation ? Destructive Old minds Old industry Short Termism investors Monday, 28 March 2011
  • 31. We need a visionaries and risk takers... ...but there is a fine line between calculated risks and doing something really dumb! Monday, 28 March 2011
  • 32. cochrane.org.uk COCHRANE ca-global.org a s s o c i a t e s Monday, 28 March 2011