How to Make Your University the Technology Source of Choice for Innovation: An Overview of Best Practices

October 2, 2009

Laura Schoppe Fuentek, LLC

Karen LeVert Southeast TechInventures

Kathleen Needham NASA’s Glenn Research Center

John McEntire Pacific Northwest National Laboratory

How to MakeYour University the Technology Source of Choice for Innovation

Copyright © 2009 Fuentek, LLC. All rights reserved. Fuentek, LLC material designed for presentation purposes only. Reproduction without prior written permission of Fuentek, LLC is strictly prohibited by law.

Laura A. Schoppe

President and Founder

Fuentek, LLChttp://www.fuentek.com

An Overviewof Best Practices


3

How to Become the “Go To” Source for Technology

• Vet/Prioritize your IP portfolio

• Develop effective communication tools

• Take a creative yet streamlined approach to structuring deals

4 Copyright © 2009 Fuentek, LLC. All rights reserved. Fuentek, LLC material designed for presentation purposes only. Reproduction without prior written permission of Fuentek, LLC is strictly prohibited by law.

Vetting/PrioritizingYour Portfolio

• Cost-effective patenting decisions• Cost-effective marketing dollars

– Where to invest and where to abandon efforts

– When to be aggressive and when to be passive

• Efficient communication with potential licensees/partners

Why vet/prioritizeyour technologies



• Staged/Phased process– Quick screen first,

then in-depth assessment– Secondary research first,

then primary/interviews

How to do it





• Staged/Phased process• Consistent, objective criteria

– Key criterion: Fit with market need– Competitiveness with existing

technologies/products– Market trends, size – Regulatory and timing issues

How to do it


Effective Communication Tools

udienceWhom are you talking to andwhat is important to them?

A

MessageWhat key point(s) do youwant them to remember?

MechanismWhat is the right tool to convey your message to this particular audience?

OutcomeWhat response do you want them to have? How will you measure your success?

Remember the AMMO


Effective Communication ToolsWeb site• Robust content – accurate, updated, detailed• Organized to suit the user/reader – can also

be an internal tool• Easy to access and

navigate• Searchable• Can be monitored• Saves printing costs


Effective Communication ToolsDirect contact• Effective use of e-mail – send URLs,

not attachments• Effective use of

phone calls– Get to the

right person– Planned

introduction,structured interview

– “Carrot” to elicit a response


Effective Communication ToolsPublications• Watch out for

“shelf life”• Set print runs

carefully – not too many/few

• Always make online versions available on Web site – self-printing by user reduces printing costs


Effective Communication ToolsMedia/PR

• Social:Blogging, tweeting, video, podcasting,webinar

• Traditional:Press releases,news/journal articles


Effective Communication ToolsEvents• Rules of thumb

for hosting • Rules of thumb

for attending


Creative, Streamlined Deals• Find the best partner(s), not just first/any partner

– Don’t put all of youreggs in one basket

– “Open” agreementsallow for newlicensees/partners

• Make it a win-win deal– Deal must be mutually

beneficial to be truly successful– Signature is the on-ramp to success,

not the final destination• Monitor progress

– Address challenges before they become insurmountable obstacles

Creative


Creative, Streamlined Deals

• Use standard forms, checklists• Clearly outline

your process,flow

• Leverageinformationtechnology (IT)to keep things moving

• Consider revising signature authority

Streamlined


Laura A. Schoppe

President and Founder

Fuentek, LLChttp://www.fuentek.com

Marketing

How to Make Your University the Technology Source of Choice for Innovation: An Overview of Best Practices