innovation coaching
TRANSCRIPT
Winning Innovation SystemWinning Innovation System
2010.05
㈜테크노베이션파트너스
이노베이션 코칭INNOVATION COACHING
Winning Innovation SystemWinning Innovation System
2010-05-03 © Technovation Partners 1
INNOVATION COACH
GROWTH COACH
현재 미국 전역에 MEP센터 소속290여명의 Growth Coach가 활동
이노베이션 코칭은
우수한 R&D선수들이 충분한 실력을 발휘하게 합니다
Winning Innovation SystemWinning Innovation System
2010-05-03 © Technovation Partners 2
㈜테크노베이션은 유레카렌치사와 협력하여
INNOVATION COACHING 서비스 시작합니다
Winning Innovation SystemWinning Innovation System
2010-05-03 © Technovation Partners 3
미국 상무성 MEP가 공식채택한 성장코칭 프로그램
Winning Innovation SystemWinning Innovation System
2010-05-03 © Technovation Partners 4
이노베이션 코칭,
Creation, Communication, Commercialization
실행력을 중시합니다
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2010-05-03 © Technovation Partners 5
Fail Fast - Fail Cheap- Get Smart
1. Plan
2. Study
2. Study
2. Study
2. Study
2. Study
2. Study
2. Study
2. Study
2. Study
2. Study
2. Study
2. Study
1. Plan
2. Do
3. Study
4. Act
1. Plan
2. Do
3. Study
4. Act
1. Plan
2. Do
3. Study
4. Act
1. Plan
2. Do
3. Study
4. Act
기존 시스템 코칭시스템
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2010-05-03 © Technovation Partners 6
Communication12세 어린이가 이해할 수 있는 용어로 설명되어야 합니다
“고객이 NO라고 할 수 있다.
그러나 고객이 기술설명서의 내용이 무슨 뜻이지 몰라서NO라고 하는 상황이 일어나지 않게 하라”
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2010-05-03 © Technovation Partners 7
Uniqueness Mining
Customer Mining
Technology Mining …Stimulus 1 + 1 = 3
+ =
이노베이션 코칭, 아이디어 엔지니어링 기법을 활용합니다
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2010-05-03 © Technovation Partners 8
기술사업화 무엇이 문제인가?
Winning Innovation SystemWinning Innovation System
Companies speak
Products & Profits
Inventors speak
Technology & Patents
The PROBLEM
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Translates
into
TECHNOLOGY TRANSLATION
혁싞적 기술
제품 / 서비스
or
KILLED
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기술사업화 성공 요건
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비즈니스 모델(profit)
기술마케팅(promise)
제품/서비스(product)
Simultaneous
Engineering
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2. Overt Benefit difference
3. Real Reason to Believe
1. Dramatic Difference
기술마케팅의 핵심 요소
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Dramatic Difference
극적(완전한) 차별성은 성공확률을 3배 높인다
Dramatic Difference Probability of Success
Low Dramatic Difference
Medium Dramatic Difference
High Dramatic Difference
14%
40%
53%
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IF you’re not Unique
you better be Cheap
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혁신적 기술혁신(RADICAL Innovation)
vs 점진적 기술혁신
0 2 4 6 8 10
Company
Valuation
Marketing
Effectiveness
7X
9X
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2. Overt Benefit difference
3. Real Reason to Believe
1. Dramatic Difference
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기술마케팅의 핵심 요소
Winning Innovation SystemWinning Innovation System
고객혜택(customer benefit)을 명확하게 설명할
경우, 마케팅 효과는 3배 증가한다
Probability of Success
Low Overt Benefit
Medium Overt Benefit
High Overt Benefit
13%
26%
38%
Overt Benefit Difference
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특징(Features)은 편익(Benefits)과 다르다
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Turn Features to Benefits
Benefits are
WHY should I care?
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특징: 안정성 제어장치 편익: 전복위험 없음2010-05-03 19© Technovation Partners
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2. Overt Benefit difference
3. Real Reason to Believe
1. Dramatic Difference
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기술마케팅의 핵심 요소
Winning Innovation SystemWinning Innovation System
Real Reason To Believe Probability of Success
Low Real Reason to Believe 18%
29%
42%
Medium Real Reason to Believe
High Real Reason to Believe
혜택이 실현될 수 있다는 믿음을 분명히 보여줄 수있다면 성공확률은 2배 이상 증대된다
Real Reason to Believe
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2010-05-03 © Technovation Partners 22
이차 증거를 제시- 증언롞 / 상용데모- 시험분석결과 / 다양한 보증
SILVER
다른 사람은 결코 해낼 수 없는 것을 할 수 있음을 사실 그대로 제시
GOLD
개인의 경험과 전공, 경력 등 잘 할 수 있음을입증할 수 있는 자료 제시
BRONZE
Real Reason to Believe
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Merwyn Business Simulation
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기존의 기술가치평가는 싞뢰하기 어렵습니다
기술가치는 사업화 주체의 역량에 따라 달라집니다 (벤처기업 vs.
글로벌기업)
기술가치는 마케팅 노력의 정도에 따라 달라집니다
기술가치는 특허권의 보호정도에 따라 고려됩니다
기술가치는 비즈니스모델에 따라 달라집니다
기술가치는 시장상황에 따라 달라집니다
싞뢰하기 어려운 이유
NOT WORKING
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2010-05-03 © Technovation Partners 25
MBS (Merwyn Business Simulation) 툴은사업화 초기단계의 매출예측 정확도가 매우 높습니다
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60초 내 사업성을판단할 수 있도록하는 핵심요약서
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2010-05-03 © Technovation Partners 27
1. Profit 101 Growth Training
2. Technology Translation
3. Winning Ways Workshop
㈜테크노베이션파트너스의
이노베이션 코칭 서비스