Communicating

your Idea
HCP
9/13/16
BME 547/CBE 499/CBE 502
Research Practices

Todays Class Itinerary

Recap, expand on Thursdays discussion
Upcoming assignment:

Goals/expectations
Format of talk
Grading
Concerns?

Pitch essentials and examples

Recap of
Thursdays
discussion

Recap:
Basic Tools for Technology Evaluation
SWOT
Analysis
Porters 5
Forces

Feasibility
Study

Business
Plan

SWOT Analysis and Porters 5 Forces are the

expected, traditional starting points
SWOT: a general, overall assessment (macro)
5 Forces: focused on a single growth decision
(micro)

Strategy Formulation
SWOT
SWOT Analysis: Identifies an
organizations strengths, weaknesses,
opportunities, and threats
Core competency: a special strength that
What are our
gives an
organization
a
competitive
weaknesses?
What are our
Slower?
strengths?
Internaladvantage
More expensive?
Assessment of
the
Organization
External
Assessment of
the
Environment

Faster?
Cheaper?
areefficient?
our
What
More

opportunities?
Possible new markets?
Strong economy?
Weak market rivals?
Emerging
technologies?
Growth of existing
market?

Less efficient?
Mandates change in
behavior among endWhat are our threats?
users?
New competitors?
Shortage of resources?
New regulations?
Changing market
trends?
Products easily
substituted?

Priya Srinivas, IBM

Where to find this

information?
What are our
strengths?
Faster?
Cheaper?
What
areefficient?
our
More

opportunities?
Possible new markets?
Strong economy?
Weak market rivals?
Emerging
technologies?
Growth of existing
market?

What are our

weaknesses?
Slower?
More expensive?
Less efficient?
Mandates change in
behavior among endWhat are our threats?
users?
New competitors?
Shortage of resources?
New regulations?
Changing market
trends?
Products easily
substituted?

Priya Srinivas, IBM

Where to find this

information?

Patents, peer-reviewed manuscripts

* Assuming youre a technology-based organization
What are our
strengths?
Faster?
Cheaper?
What
areefficient?
our
More

opportunities?
Possible new markets?
Strong economy?
Weak market rivals?
Emerging
technologies?
Growth of existing
market?

What are our

weaknesses?
Slower?
More expensive?
Less efficient?
Mandates change in
behavior among endWhat are our threats?
users?
New competitors?
Shortage of resources?
New regulations?
Changing market
trends?
Products easily
substituted?

Priya Srinivas, IBM

Where to find this

information?

Patents, peer-reviewed manuscripts

* Assuming youre a technology-based organization

interna
l

What are our

strengths?
Faster?
Cheaper?
What
areefficient?
our
More

opportunities?
Possible new markets?
Strong economy?
Weak market rivals?
Emerging
technologies?
Growth of existing
market?

What are our

weaknesses?
Slower?
More expensive?
Less efficient?
Mandates change in
behavior among endWhat are our threats?
users?
New competitors?
Shortage of resources?
New regulations?
Changing market
trends?
Products easily
substituted?

Priya Srinivas, IBM

Example: Antimicrobials in
disinfecting wipes
interna
l

What are our

strengths?
Faster?
Cheaper?
More efficient?

What are our

weaknesses?
Slower?
More expensive?
Less efficient?
Mandates change in
behavior among endusers?

Priya Srinivas, IBM

Example: Antimicrobials in
disinfecting wipes
1. Identify
competitor

Example: Antimicrobials in
disinfecting wipes
1. Identify
competitor

Example: Antimicrobials in
disinfecting wipes
1. Identify
competitor
2. Identify
competitors
active
ingredient
(antimicrobial)
3. Research active
ingredient
(antimicrobial)

Google Scholar
(scholar.google.com
)
Google Patents
(patents.google.co
m)
Press releases
(*sometimes)

Research your competitors and their

products technology/I.P. to better
understand your own strengths

interna
l

What are our

weaknesses?
Slower?
More expensive?
Less efficient?
Mandates change in
behavior among endusers?

What are our

strengths?
Faster?
Cheaper?
More efficient?

Characterize
your
technology/I.P.
(quant.)

Research
competitors
products/I.P.

Identify ideal
target market
to take
advantage of
your core
competency

Where to find this

information?
What are our
strengths?
Faster?
Cheaper?
What
areefficient?
our
More

extern
al

opportunities?
Possible new markets?
Strong economy?
Weak market rivals?
Emerging
technologies?
Growth of existing
market?

Competitiv
e Rivalry
Buyer
Power

What are our

weaknesses?
Slower?
More expensive?
Less efficient?
Mandates change in
behavior among endWhat are our threats?
users?
New competitors?
Shortage of resources?
New regulations?
Changing market
trends?
Products easily
substituted?

Supplier
Power

Threat of
Substitutio
Threat of n
New Entry
Priya Srinivas, IBM

Porters 5 Forces
Model

Supplier Power

The number of suppliers of the key input

How unique their product or service is
Their strengths and how much control they have
over you
The cost of switching from one to another

Buyer Power

The number of buyers

The importance of each customer to a business
The cost to consumers switching from your
offering to products and services by another
company.

Competitive Rivalry

The number of competitors

The quality different between your product and
competitors product
Any other differences
Switching costs involved for suppliers and buyers
Customer loyalty

The threat of Substitution

Performance of the substitute product

Cost of change

The threat of New Entry

Time and cost of entering the market and

competing
If there are few economies of scale in place
The amount of protection for the key technologies

http://pestleanalysis.com/porters-five-

Feasibility Studies and

Business Plans
SWOT
Analysis
Porters 5
Forces

Feasibility
Study

Business
Plan

Feasibility Studies and

Business Plans
SWOT
Analysis

Feasibility
Study

Porters 5
Forces
Describe
your intended product

Business
Plan

Describe the technology behind the product

Intended Market
Competition
Industry
Business Model, Marketing & Sales Strategy
Production and Operating Requirements
Management and Personnel
Intellectual Property
Regulations and Environmental Issues
Critical Risk Factors
Financial Projections

Feasibility Studies and

Business Plans
SWOT
Analysis

Porters 5
Forces

Feasibility
Study

Business
Plan

Executive Summary (2 pages *max*)

Business Opportunity
Our Unique Solution
Industry Description & Outlook
Marketing Analysis
Marketing Plan
Operational Plan
Management and Organization
Required Financing
Appendices & Financial Exhibits
--------------------------------------------------------

Feasibility Studies and

Business Plans
SWOT
Analysis

Porters 5
Forces

Feasibility
Study

Business
Plan

Executive Summary (2 pages *max*)

Business Opportunity
Our Unique Solution
Industry Description & Outlook
Marketing Analysis
Marketing Plan
Operational Plan
Management and Organization
Required Financing
Appendices & Financial Exhibits
--------------------------------------------------------

Presenting your
Case

Frequency of Occurrence amongst successful pitches

Sample size: 200 funded startups
Source: DocSend

Main Findings (seed round)

Sample size: 200 funded startups
Source: DocSend

Assignment for
Thursday

Assignment for Thursday:

Elevator Pitch Competition

Industry
Each group must pitch their
3D Printing
idea for a startup company
All startup companies must be
Diagnostics
based on a patent-pending
technology from Flintbox
Energy
(preferably UNM-generated)
Solutions
All team members must
Drug Delivery
participate!
Pitches should not exceed 5
Water
Treatment
min
Value
Proposition
Powerpoint slides are optional,
What is the actual problem you're trying to solve?
but is
must
be distributed
What
your solution
to the problem?
beforehand
What are your competitive advantages?
Business Model
How are you going to turn your piece of I.P. into a profitable business?
Who is the end-user? Who are you selling to?

Groups
2&9
8&3
1&4
5&6
7 & 10

Suggested Talking Points

Make the root problem very clear to your audience. State a fact that makes
them think: well, thats a problem
Create a picture of what the solution might look like.
Clearly state what your companys product is
State how you are going to get your product into the hands of the end-user
Who is the end-user?
Demonstrate that the end-user is: a) in need of your product, and b) willing
to pay for it*
One* way to demonstrate this is to illustrate the market size (e.g. hospital
system spends $350M annually on disinfectants; with a xx% growth rate
this figure will exceed $400M by 2020)
Tell the audience what the benefits will be if your product is implemented
(e.g. this report says the industry will save $35B annually)
Your audience is going to be thinkingwhy cant a competitor (e.g. Clorox)
do this? Whats preventing them from copying your idea tomorrow? What
do you have that they dont?

Examples
https://youtu.be/Ocl8sxGyBf0
https://youtu.be/LcK4tWuduHw
https://youtu.be/g8qNekGo-7I?t=3m15s