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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
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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
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.
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