Marketing APL Inventions

March 16, 2001

Kristin GrayOffice of Technology Transfer

ext. 7927

Outline

• Assumptions• Invention Marketing

– Targeted• Process• Inventor(s) Role • Timing

– General• Process

• Goals of Marketing• Future programs/plans

Assumptions*

There is no one marketing blueprint, but experience demonstrates some strategies should be pursued over others.

Technology transfer is a business of building relationships: “Tech transfer is a contact sport.”

Universities need to understand industry priorities The marketing process is a strategy. Define goals,

create a plan, implement that plan, track results.

*courtesy of Doug Jamison, University of Utah Technology Transfer Office

APL Invention Marketing

Targeted invention marketing

General invention marketing

Targeted Invention Marketing

• Invention/Assessment/IP Protection• Set strategy• Lead Generation• Lead Pursuit• Non-confidential invention summary

• Non-disclosure/Confidential disclosure Agreement

• Confidential invention information• Company visit/discussions

Marketing Strategy

• Application areas/industries• Key/appropriate companies in the

industry based on:– size– standing in this product line– stability and direction of company– availability of resources– location - Maryland preferred

Identifying Potential Licensees

• Tier 1 contacts: Inventors, OTT contacts, Industry R&D sponsor/partner, other personal contacts ->70% of license agreements generated from Tier 1 contacts

• Tier 2 contacts: Past licensees, Association of University Technology Managers (AUTM)/Licensing Executives Society (LES) members/referrals - 20%

• Tier 3 contacts: Market research - web, consultants, R.E. Gibson Library, corporate info services, CorpTech, NERAC, etc. - <10%

Non-confidential Invention Summary

• One pager:– The problem– The APL solution– Stage of development– Graphic/drawing– IP status – Type of licensing arrangement sought by APL

(exclusive, non-exclusive, etc.)– Contact information

• Inventor review

Invention Summary

Confidential Invention

Information

• Other papers/publications• Discussion with inventor• Confidential information• Conference call• Visit

After a two-way non-disclosure agreement is signed:

Inventor Role

• Invention marketing process is most successful with active participation by the inventor(s)– Send OTT your contacts– Review marketing materials– Interact with company to answer

technical questions (filtered by OTT)

Timing

• University invention marketing process can take from a few months to years depending on the industry, type of technology, (IT vs. biomed), stage of development technology, regulatory factors– Examples

• Akorn, GuardedProfile, FutureHealth

• Marketing Communications– Newsletter (TST)

– Press releases/coverage (CPA)

– Web site - www.jhuapl.edu/ott (TST)

– Event participation/hosting/ sponsorship

– Advertisements

– Marketing materials (print/online/multimedia - TST)

General Invention Marketing

Goals of Marketing

• To find a licensee• Continued assessment of the invention(s)• Relationship building: move tier 3

contacts to become tier 1

Rate of License

• At a mature (5-10 year old) technology transfer office, 20-25% of university inventions are optioned/licensed to industry.*

*source: Association of University Technology Managers (www.autm.net)

Future Plans

• All unclassified patents pending searchable on the web

• Customized email notification list of new inventions

• On-line trade shows• Inventor(s) to conferences• APL conferences, e.g. Next Generation

Sensor Initiative (NGSI)• University/industry affiliates groups

• Suggestions…?

• Part III. May 7, 2001: Licensing and Royalty & Development Income