Jed Taylor 5/30/2013

SBIR: Commercialization Plan

AgendaIntroductionObjectivesSections of Commercialization PlanPitfallsOpticsPanel Discussion

IntroductionEntrepreneur-in-residenceAssistant Director at Technology

Entrepreneur CenterPattern Insight6/6 on SBIRsSpoke at 2009 NSF SBIR Conference on

Commercialization

My Goals in WritingAppearance of Phase IIB companyAppearance as a winnerGain their trustRisky venture and you need their help (not

just equity free financing)Customer centric (iStart example)Building momentum in PI for PII

Sections of PlanMarket Need

Be compellingClearly define problemUse a real world examplesShow lots of data

Sections of PlanSBIR Project and Expected Outcomes

Key Functionality and Benefits (pain points)

Results from Phase I point to commercialization

Sections of PlanIndustry Overview

Work in customer & competitorsShow that you understand industryidentify niches

Sections of PlanMarket

Niche vs. marketLots of data

Commercialization StrategyShow your planConsistency with your industryRefer to other models

Sections of PlanTeam

OriginTell a compelling storyHighlight customer demand if possible

Description

Sections of PlanManagement Team

Show that you’re more than academicsMake them feel that you’ll be successfulShow a board

Sections of PlanProduct/Technology

Highlight value propositionShow customer feedback and value

CompetitionBe realistic and believableShow a standard competition slide

Sections of PlanIP Landscape

Show that you have IP and a planFinance and Revenue Model

Be consistent with other documentsBe realisticShow high growthBackup with realistic assumptions

Sections of PlanEvidence of Support

Purchase OrdersCustomers in generalInvestors

FinancialsDocument assumptionsBe reasonable

Pitfalls

We are in a 20 billion dollar market and all we need to achieve is a .01% share

then we will be successful.

Market Size

Pitfalls

We are entering the teleconference market and after year 1 we will have 25% market

share.

Market Size

Pitfalls

We have no competitors

No competitors

Pitfalls

Unbelievable competitor list

Pitfalls

Dr. John Doe, CEO – PhD from Harvard, Distinguished Researcher Award, 25 patents, 37 conference papers ……..

All academics

PitfallsLack of Customer Involvement

PitfallsFocusing on Technology

OpticsBold key pointsBullet pointsTables and DataMake first sentence countWork in customers and users feedback

Take AwaysGive the impression that you’re going to be

successfulFocus on CustomersTeam is in Place to ExecuteShow High Growth

Panel Discussion

Potential Panel QuestionsIf you only had time to focus on 2 points for

your commercialization plan, which two points would it be?

Top two pitfalls when putting commercialization plan together.

Are there key differences to the commercialization plan when applying to different agencies?

How important is it to build a solid relationship with the Program Manager?

Tips on letters of support?