SpinverseКак [не] испортить

международную коммерциализацию

14.3.2012

Mikko KaarelaSenior Consultant

M.Sc. Eng. (ЛЭТИ), MBA (IMD)

Spinverse commercializes Nano- and Materials

Technology Innovations Internationally

Nanotechnology co-operation agreement between Finland and

ChinaNanotech Northern

Europe 2008Copenhagen, Denmark

Nanotech Europe 2009Berlin, Germany

Nanotechnology co-operation agreement between Finland and

Russia

Estonian national materials technology programme feasibility

study

ObservatoryNano –project under European

Commission

EuroNanoForum 2011Nanotech Europe 2011

Budapest, Hungary

Nanotech Northern Europe 2005, 2006, 2007

Helsinki, FInland

Finnish national Technology Programme Coordination:Nanotechnology, Functional Materials, Fuel Cells, Green Mining, Green Growth etc.

TOTAL VALUE Over 700 M€

Nano- and materials tech Business Consulting- Technology transfer

-Markets-- Business development

- Strategy-Capital raising

Industrial Technologies 19-21.6.2012

Aarhus, Denmark

Observations from Finnish-Russian Innovation Alliance on Nanotechnology

• Russia has a very strong scientific base• Lots of underutilized commercialization opportunities• Lack of tradition and resources necessary for international

business development• Patenting is a serious bottleneck• Russian operating environment not very supportive for

entrepreneurship

Finland and Russia can complement each others to accelerate the commercialization process, find experienced business

staff and create presence in the European Union

Few Basic Assumptions…

• Your technology works• You can manufacture your product at reasonable price• You can protect and defend your innovation• You find financing to support your development and

product launch to the market

This is necessary, but not sufficient to succeed in a competitive market place where customers have a lot of

choice and very limited appetite for risk

Three Types of Challenges

Customers Don’t Need “Technologies”, But Solutions To Their Problems

• “What” first, “How” then - Describe the customer benefits, not the product features We sell productivity, quality, profitability, market share… We must tie our offering to the customer’s problems

• Only after the customers understand the benefits, they get interested about the product features and underlying technology

«Уникальная технология без

мировых аналогов…»

Market Validation – Find Fit Between The Customer’s Needs and your Proposition• What is the customer’s problem or opportunity you help to

address? Can you quantify it? What does it mean to different people in customers

organization? Have you talked to the right people – and all of them?

• Do you understand the customer’s decision process From a “innovation scout’s” interest to real implementation of

your technology?

This is not about databases and desk study, but meeting real people in real companies and asking the right questions

“There is no second chance to create the first impression”

• Credibility is an impression, only partly based on hard facts – Avoid surprises you need to justify Would you buy snowmobiles from an African or Canadian

company? Consider establishing local presence in your main markets Obtain patents, trade marks, product reviews, CE-Mark and

other certifications

• Make sure everything you show, tell and do is in line with the impression you want to make Look at Website, brochures etc. of your customers’ other

business partners Make sure your people speak customer’s language

Eliminate Show-stoppers And Irritating Factors

Unknown company from a non-

traditional high-technology country

Poorly designed “technical” Website

Insufficient information in wrong language

Poor follow-up of initial customer contacts

Lack of people with proper language skills

Lack of publications, white

papers etc. in English

Poor understanding of customer’s

technology adoption process

Lack of international

patents

Lack of relevant references, customer

testimonials and other independent

opinions

No quality management

system in place

Quality of Industrial Design Can Attract Or Put Off Customers In Seconds

A Start-Up Can’t Select the Clients, but Good Aiming Improves the Chance to Hit

• Understand the customer’s Needs and Wants• Find out decision-making participants, process and timing• Try to become a credible player in a small niche first

- “A big fish in a small pond”• In your customer relationship process, do your O.T.S.U.

Analysis - identify Opportunities To Screw Up - and eliminate them

If you don’t have resources to do right things right, find partners or outside experts identify and solve the problems before taking the risk with real clients

Strategic Business Development Is A Mixture of Science and Art…

Sales Volume Potential

Speed from Initial Interest to Volume Sales

ReferenceValue to Win Other Clients

??

Well Executed Innovations Will Attract Investments

• If you can demonstrate to investors that Your address a substantial business opportunity You understand and meet the customer needs You can justify the customer’s investment offering better

value than direct competition or any alternative solution You can position your proposition in an understandable way You deliver on your promise

• Then you have already shown the most important thing You have an excellent management team that can get

things done

А мы знаем как Вы их можете превратить в деньги

У Вас отличные технологии

Your Emerging Technology Partner

Spinverse Ltd.

Tekniikantie 14FI-02150, ESPOO, FINLAND

www.spinverse.com

Thank you!