Knowledge Commercialisation Australia Marketing MasterClass presentation

1. Marketing Inside + Outside
= Upside
Natalie Chapman
Leader, Business Development & Marketing
ANSTO

2. ANSTO does not….

3. What does OPAL do?

4. ANSTO Businesses

5. ANSTO Innovation
Technology Pipeline
Intellectual Commercialisation Licensing Start-Up Established Company
Technology
Property Model
0 12 30
Time (Months)

6. Science Meets Sales…
http://chemistry.about.com/od/imagesclipartstructures/ig/Science-Pictures/Mad-Scientist.htm http://deathby1000papercuts.com/2011/01/never-ask-a-stock-salesman-whether-its-a-good-time-to-buy-stocks/

7. Technology Commercialisation

8. Technology Push vs Market Pull
Production
http://www.earthinpictures.com/stuff/computers_and_electronics/mediums/vhs_video_tape.html
Product
Sales
Marketing
http://www.putitondvd.com.au/betamax.htm
Customer-oriented
Kotler (1996)

9. What is Marketing?
http://www.nike.com/
http://www.thirdwayblog.com/category/gillette/
http://www.divamodels.com.cy/index.php?newsid=35
http://www.apple.com/

10. Maximising Marketing Success
Customer Technology
Need Product
Maximum chance of market success
Market Marketing
Promotion Sell
Research Strategy

11. How many of you do your homework?
Market • Survey your market and customers
• Gather and analyse market intelligence on competitors and partners
Research • Monitor the market and survey the literature.

12. More science than art....
Tools
• SWOT
Marketing
http://tutor2u.net/business/strategy/ansoff_matrix.htm
• PESTLE
Strategy
• ANSOFF
• PLC
Strategies
• Pricing
• Placement/Distribution
• Promotion
Product Life Cycle • Product

13. Case Study – RemLife
• RemLife v3.2 is a software simulator for coal and
gas power stations to determine damage with
remaining life assessment of components and the
cost.
• Identifies at-risk components in hours not weeks.
• Developed by the Australian Nuclear Science and
Technology Organisation (ANSTO) in conjunction
with 12 power stations within Australia.
Promotion Internal and External Promotion is vital to success

14. Case Study – RemLife
Business Development Manager
• Conducted due diligence
• Briefed legal for agreements
• Prepared market analysis of US and UK
• Identified conference and meetings
• Organised promotional, presentation, web,
brochure, display/exhibition materials
• Prepared commercialisation plans
• Negotiated with interested parties

15. Case Study – RemLife
Inside
• Board Report
• Monthly Reports
• Commercialisation progress
• Articles – Testimonials
Outside
• News articles
• Promotional collateral
• Web page – Downloadable demo
• Articles in technical journals
• Reports to Government
• Directed presentations for potential licencees
• Grant applications
• Awards

16. Case Study – RemLife
Upside
Promotion • Reduces internal barriers
• Greater customer awareness and recognition
• Improves technology and organisation credibility
• Higher value for product
• Increased success with grants and awards
• Stronger licencee interest
• Stronger position in negotiations
= Higher price for your technology

17. Are you trained for Sales?
Sell
• Prospect
• Qualify
• Pitch
• Close the deal
http://deathby1000papercuts.com/2011/01/never-ask-a-stock-salesman-whether-its-a-good-time-to-buy-stocks/

18. Take Home - Speed Thinking
5 ideas for your
technology

19. Natalie Chapman
Leader, Business Development & Marketing
Australian Nuclear Science & Technology Organisation
Phone: 02 9717 9550
Email: natalie.chapman@ansto.gov.au
Web: www.ansto.gov.au
Web: www.ansto.gov.au/remlife