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Building innovative

business with IP Analyticsสรา้งธุรกจิดว้ยชอ่งวา่งทาง

ทรพัยส์นิทางปัญญา (IP)

Date: November 23, 2016

Venue: Thailand Science Park

(INC-2, D-Building)Time: 14:00-16:00 PM

To Be No.1

IP Advisors in Asia

IP law

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2013

2013

2015

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2017

> 300 Patents

> 800 Trademarks

> 15% International Applications

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corporations, SMEs, and Universities

Building innovative business

with IP Analytics—Example of Thai Rice Industry-

สรา้งธุรกจิดว้ยชอ่งวา่งทาง

ทรพัยส์นิทางปัญญา (IP)-ตวัอย่างของอตุสาหกรรมขา้วไทย-

* Copyright Reserved © Intellectual Design Group Co., Ltd.** For educational purposes only

Date: November 23, 2016

Venue: Thailand Science Park

(INC-2, D-Building)Time: 14:00-16:00 PM

The Purpose is to identify anInnovation Whitespace

…But, what is “innovation”?

It goes beyond new idea, device, or

method, but innovation is anything

that induces significant positive

change.

Invention ≠ Innovation Source: www.innovationmanagement.se

•Whitespace is where unmet needs are uncovered to create innovation opportunities. (Source: www.innovationmanagement.se)

The Task #1: Using Online/Social Media Analytics to uncover customer needs

Consumers spent ~ 25% of their internet time on social media sites. (Source: Wilcox &

Stephan, 2013)

Great deal of free contents!

Unbiased customer opinions.

Select specific customers for further insights and market research.

Sources: www.adintrend.com & BeiersdorfThailand

The Task #2: Using Patent/IP Analytics to identify technology trends, gaps, and opportunities

Focuses on technologies &

possible product innovations.

Highly accessible.

Accurately spot emerging

trend and gap in said trend.

Opportunities to develop

new invention, invent-

around, find partners, etc.

Source: Open Innovation (Wiley, 2014)

The Task #3: Using Business Model Canvas to design and implement a winning business

Because product innovation is

not enough to win today.

Having IP ≠ Having a good

business.

BMC is quick and easy tool to

visualize key business activities.

BM to be innovated

continuously to stay relevant.

The Task #4: Combining SM+ IP + BMC to identify Whitespace: ENLIGHTIVETM Methodology

Business Model Analytics (BMC)

Business Whitespace Business model canvas + supporting tools +

Expert analysis

Patent/IP Analytics (IP)

Product/Technology WhitespaceCommercial patent analytics tools +

Expert analysis

Social Media Analytics (SM)

Customer Whitespace1.Social media monitoring tools +

2.Expert analysis

Applying

ENLIGHTIVETM

-Thai rice industry-

Source: uasean.com

The Assumptions:

I want to do business related to rice, but I have no idea about the rice industry.

The business has to be somewhat innovative.

I don’t have much money and resources.

I want to sit on my butt and get some data within 1-2 months.

Source: techcrunch.com/2015/07/07

I. SOCIAL MEDIAANALYTICS

kasetinfo.arda.or.th

Conditions

Sources:

Title “RICE”

+1,000 more

Date 1st June – 1st July 2016

13,889 Mentions

Share Of Voices

youtube webboard twitter news facebook blog

51.75%

11.41%

11.97%

19.38%

News 5.45%

Blog 0.05%

Central Thailand

Northeastern Thailand

kindersay.com

Problem

Rice Products

Innovation

Insecticide

Fertilizer

& Processed Rice

Rice Field

Fertilizer Innovation Field Product Insecticide Problem

Problem35.61%

Products

Innovation1.99%

Insecticide0.04%

Fertilizer 2.74%

& Processing rice 12.13%

Field47.13%

Share Of Voices

Field

Problem

Products

Some Of Mentions

Innovation

Innovation

Innovation

Problem

Field

Product

Product

Selection of topics for further analysis in the patent analytics process…

• The highest number of mentions are in the topic of rice

field.

• The second is problem.

• The third is product.

…but most mentions in the topic of rice field are same as

mentions in the topic of problem,

• Thus, the topics of problem and product were selected for further analysis.

I-I. Social Voices Related to Problems

Storm

Drought

Storm

Drought Storm

Drought

An unstable weather

I-II. Social Voices Related to Products

Products

46.24% of mentions in Rice Products &

Processed Rice topics are related to Healthy Food Products.

Health Trend

Said mentions can be divided into the

following groups: Rice powder , 2.32%

Snack, 8.12%

Beverage, 6.96%

Rice bran oil, 6.96%

Beauty product, 2.32%

Cooked food, 26.68%

Healthy knowledge, 26.68%

Animal feed , 5.8%

Vegetarian food, 1.16%

Bakery , 8.12%

Raw material, 4.64%

Conclusion:

“KEYWORDS” from Social Voices

Product

Weather “Rice” “Health”

“Crop” “Wheat”

“Flood”

“Storm”

“Unstable”

“drought”

• We have derived 2 topics of interested: Healthy Rice Products and Unstable Weather

II. PATENTANALYTICS

II-I. Healthy Rice Products

Purposes:

• To identify technology trends related to healthy rice products.

• To analyze the selected technologies based on opportunity to

develop, design-around, and/or practice.

Source: www.lotusfoods.com

Step 1: To Identify Potential Technologies

Overview of technologies related to all kinds of rice products:

Technologies

related to rice

product are

scattered in different areas.

Courtesy of

Area “A”

Area “B”

Area “C”

There are some interesting areas which contain little

patenting activities using keywords “Health AND RICE AND…”

Technologies

related to

healthcare

and rice

product are

shown in red dots.

This area contains many patents related to

healthcare and rice products under the topic of Beverage and Chinese Herb Extracts.

Courtesy of

Area “A”

Finding area which is related to “RICE”

This area contains patents

related to other areas. So, they

may have potential usages for or can be applied to other products.

Area A was selected for further analysis… 216 records found

Patents in this area are in the topic of Nutritional Composition.

66.7% of said records are related to black rice.

Summary

• Area A contained relatively low number of

patents, so there may still be a space for us to

enter in this untapped area and dominate the

market.

• This potential area has some linkages to other

areas.

• Potential technology is preferably in the topic of

nutritional composition whereas 66.7% of said technology related to black rice.

Step 2: To Analyze Nutritional

Composition Related Technologies

Nestec S.A. hold the highest

number of patents, the second is Abbott Lab.

Technology analysis base on top assignees…

Courtesy of

Abbott Lab focuses on nutritional compositions,

dietary supplements, treating or preventive food

while Nestech S.A.’s inventions are scattered in

different areas, but they mainly focus on probiotic bacteria and fermentation.

Selection of areas which are

related to nutritional products,

but are containing less competitors' patents.

Courtesy of

These areas contain patents related to:• Dietary supplements for vascular health;

• Nutritional compositions;

• Amino acid fortified food stuff;

• Nutritional bars;

• Gluten-based food products and• Functional foods.

Areas around main

competitors were selected for

further analysis.

Patents in this area are in the topic of Nutritional Powders.

Courtesy of

Summary:• Top assignees focus on dietary supplements, nutritional

compositions, treating or preventive foods and fermented foods.

• Areas around these top assignees were selected and said areas contain patents related to nutritional powder.

Conclusion:• We found that the potential technology should be related to

nutritional composition, then we select that technology for

competitor analysis. We selected areas related to nutritional

composition with less competition for further analysis. Said area is in

the topic of nutritional powders.

• A table on the left shows that 66.7% of potential technology related

to black rice and 50% of said technology are in the topic of

nutritional powder, so……

• The potential technology which can lead into our new production

innovation may be Nutritional Powder Made From or Containing Black Rice!!

Source: sabuymarket.com

Rice powder , 2.32%

Snack, 8.12%

Beverage, 6.96%

Rice bran oil, 6.96%

Beauty product, 2.32%

Cooked food, 26.68%

Healthy knowledge, 26.68%

Animal feed , 5.8%

Vegetarian food, 1.16%

Bakery , 8.12%

Raw material, 4.64%

There are 2.32% of mentions

in the topic of product

related to “Rice powder” as

same as beauty product.

This illustrates that there is

less competitors in this

field.

For further analysis, we

need to collect more data

by using social media

analytics again to detect

customer voices for more

solid assessments of market

opportunity we need for winning business.

Future Task:

Selected 3 potential inventions related to Nutritional Composition:

Invention#1 : NUTRITIONAL COMPOSITION CONTAINING BROWN RICE PROTEIN

Publication number : WO2015089007A1

Publication date :2015-06-18

Use: The nutritional composition is useful for forming nutritional liquid, nutritional puddings, nutritional gels, nutrition bars, and other nutritional products.

Invention#2 : NUTRITIONAL COMPOSITION CONTAINING RICE PROTEIN TOGETHER WITH PEA

AND/OR POTATO PROTEINS

Publication number : WO2015089009A1

Publication date :2015-06-18

Use: The nutritional composition has improved nutritional value, stability, flavor and mouth feel, and also does not require additional amounts of whey protein.

Invention#3 : A large natural nutrition composition of cerebral infarction

Publication number : CN104544081A

Publication date :2015-04-29Use: The nutritional composition is useful for improving cerebral infarction .

1

2

3

Invention#1 : NUTRITIONAL COMPOSITION

CONTAINING BROWN RICE PROTEIN

Novelty: Nutritional composition comprises a carbohydrate component in an

amount of 5.0-65 wt.%, a fat component in an amount of 1.0-20 wt.%, and a protein

component in an amount of 1.0-20 wt.%, these percents being based on the weight

of the nutritional composition as a whole. The protein component comprises either:

(i) about 10-60 wt.% milk protein,

(ii) at least about 5 wt.% intact brown rice protein,

(iii) about 10-25 wt.% intact pea protein, and

(iv) a protein remainder composed primarily of intact soy protein, these percent

being based on total protein.

Use: The nutritional composition is useful for forming nutritional liquid, nutritional

puddings, nutritional gels, nutrition bars, and other nutritional products.

Advantage: By suitable selection of the types and amounts of proteins, the overall

cost of manufacturing the nutritional composition can be reduce without adversely

affecting its other desirable properties such as nutritional value, stability, taste and mouthfeel.

Source: www.expressmed.com

Main Conclusions after SM+IP Analytics:

• Healthy rice products have been mentioned on the

social media around 49% of total mentions.

• Nutritional composition is a potential technology for

development.

• Nutritional powder as a product has less competition in

general.

• Nutritional powder can be applied to other products

such as bakery, beverage, or snack.

• Rice-based nutritional powder will be the starting

point for our Business Model Analytics.

III. BUSINESS MODEL ANALYTICS

https://youtu.be/WnPjqt6vEzA

WHY BUSINESS MODEL INNOVATION?

What is Our Pre-Designed Business Model?

Which one of our

customer’s problems

are we helping to solve?

What is the product/service?

Lose weight

Gain muscle

Rice Powder from Black Rice

For who are we

solving a problem or fulfilling a need?

Overweight people

Patients Weight trainersAthletes

People with allergies

Allergies

Elderly

Health issues

Retailers/Supermarkets

Retailers/Supermarkets

Whey & milk

substitutes

for allergic customers

Direct shipment

Through

local Distributors

How will we get,

keep, and grow customers?

Weekly Menu uploads

Fanpage

Tel.E-mail

Promotional events Tel. E-mail

Revenues from

Retailers & Supermarkets

Revenues from Distributors

IP

R&D Partner

Business Team

Black rice suppliers

Coordinate production

Production Partner

Distribution

Marketing & sales

Marketing & sales Costs

Production Costs

General & admin Costs

Through which

channels do our

customers want to be reached?

What is the revenue model?

What are key costs

in our business model?

www.

www.

Revenues directly

from consumers through www.

What key resources do our VP require?

What key activities do our VP require?

Who are our key partners?

Designing a business model is an iterative process…

1

2

3

4

Dialoguing online

with customers,

Field testing,

focused group, etc.

Prototype

development,

product testing,

patent filing, etc.

Market testing,

regulatory app., etc.

Winning Business

After more research, we may find out that…

Lose weight

Gain muscle

Rice Powder from Black Rice

Overweight people

Patients Weight trainersAthletes

People with allergies

Allergies

Elderly

Health issues

Retailers/Supermarkets

Retailers/Supermarkets

Whey & milk

substitutes

for allergic customers

Direct shipment

Through

local Distributors

Weekly Menu uploads

Fanpage

Tel.E-mail

Promotional events

Tel.

E-mail

Revenues from

Retailers & Supermarkets

Revenues from Distributors

IP

R&D Partner

Business Team

Black rice suppliers

Coordinate production

Production Partner

Distribution

Marketing & sales

Marketing & sales Costs

Production Costs

General & admin Costs

www.

www.

Directly from

consumers through www.>

Healthy Snack manufacturers

Cosmetics manufacturersDirect

shipment

Need non-

allergic

protein ingredients

Food

manufacturer as an investor

Raw Material Production

Revenues from manufacturers

Production Team

The better business model may be…

Production Facility

<

IV. Wrap Up: Knowing your Whitespace

• SM + IP + BMC can help you

identify the whitespace for

your innovation

opportunities.

• The process must be

repetitive until you can find

the best possible BM.

• BM shall be redesigned to stay relevant.

V. IMPORTANT CONSIDERATIONS:INGREDIENT BRANDING

• Creating a brand for an

ingredient or component of a

product, to project the high

quality or performance of the

ingredient. (Wikipedia)

• Developing and integrating

Trademark strategy into your existing R&D projects early-on.

V. IMPORTANT CONSIDERATIONS:

INGREDIENT BRANDINGValu

e (

$)

Time

สิทธิบัตร เครื่องหมายการค้า

20 ปี51

V. IMPORTANT CONSIDERATIONS:STRATEGIC INVENTING

Traditional R&D/Product Development

เน้นการพฒันาผลิตภณัฑ์หรือสินค้าขึน้มาก่อน และตามด้วยกลยทุธ์ด้านทรัพย์สินทางปัญญา เพ่ือปกปอ้งผลิตภณัฑ์ชิน้นัน้

Strategic R&D/Product Development เน้นการใช้ทรัพย์สินทางปัญญาเป็นเคร่ืองมือในการขบัเคลื่อนกระบวนการสร้างนวตักรรมใหม่ๆ เพื่อให้ได้ผลิตภณัฑ์หรืองานประดิษฐ์ที่มีมลูคา่สงูสดุ สามารถปอ้งกนัการลอกเลียนแบบหรือการดดัแปลงจากคูแ่ข่งได้ด้วยการสร้างกลยทุธ์ด้านทรัพย์สินทางปัญญาที่เข็มแข็งตัง่แตต้่น

THANK YOU

IP & INNOVATION CONSULTING PACKAGES

Technology Trend Analysis for any R&D projects

EnlightiveTM

Whitespace Analysis for new or existing innovative companies

IP Management Consulting for established companies

Purposes

To identify key technology trends with

patent analysis and to provide

recommendation regarding the technology opportunity for client’s project

To identify customer needs through social media

listening, key technology trends through patent

analysis, and key business model innovation for client’s new innovative ventures.

To evaluate IP portfolio and IP management practices

within client’s company and reinvent client’s business

by streamlining IP portfolio and its management practices to corporate management.

IP Analytics for

patent dataanalysis

Yes Yes Yes

Social Analytics

for customerneed analysis

- Yes (for 2-2.5 months) (If requested)

Management tools

SWOT Analysis Business Model Canvas & Value Proposition Design,

5-Forces Analysis, and SWOT Analysis

Various tools including PEST, 5-forces, Value Chain

Analysis, VRIO analysis, SWOT, Balance Scorecard, business model canvas, etc.

Interviews- - Yes, internally with clients.

Or externally (If requested)

Best practice case studies

- - Yes

Face-to-faceupdates

1 time 2 times 1 every 2 weeks

Timeline 1 month 3 months At least 3 months