Manajemen Pemasaran

Delfitriani
8 Oktober 2018
Introduction

Course Content
• Introduction to Technopreneurship
• Technology Innovation
• Business Model
• Market Development

2
 Inovasi:
Komersialisasi Teknologi

3
 Schumpeter’s distinction between
”Invention” and ”innovation”
• An ’invention’ is an idea, a sketch or model
for a new or improved device, product,
process or system. It has not yet entered to
economic system, and most inventions never
do so.

• An ’innovation’ is accomplished only with

the first commercial transaction involving the
new product, process, system or device. It is
part of the economic system.
 Existing Condition

Technology Business
Invention Innovation
(Thingking New Things) (Doing New Things)
??
Valley of Death
 Valley of Death

http://www.altenergystocks.com/archives/2011/01/energy_storage_the_valley_of_death_and_the_elephant_hunters.html
• “Commercialisation is the process of
transforming an idea or invention into a
marketable product or service, preferably
one that will return a profit”

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 Technology
Commercialization

•Technology - The making, modification, usage,

and knowledge of tools, machines and techniques,
in order to solve a problem, improve a preexisting
solution to a problem and achieve a goal.
•Technology Commercialization - The process of
introducing a new product or system into the
market using new or improved techniques or
tools.
Linear model of innovation
Technology push

Research and Manufacturing Marketing

development
User

Market pull

Marketing Research and Manufacturing

development
User
 The Roadmap to Success

1. Research and Identify

the market
2. Find and understand
your customers
3. Invent and innovate
4. Protect - patents, trade
marks, know how, etc
5. Build a business -
Commercialize
 Research and Identify the market

• What don't you know?

• What do you wish you knew
then?
• Most don't realize how
difficult it is
• Most don't understand how
long it will take
 Talk to your peers in the industry

• It may have been tried

before
• Past failure may not
mean your failure
 Good ideas - Bad Products

• Not viable manufacturing techniques

• Expensive
• Apprehensive market
• Ahead of its time
 Competitive advantage

“The advantage your product has over your competitors”

• What is it ?
• Don`t focus on the attributes alone
• Dominate your competitors
• Research the market
• Do your homework - be prepared
• Understand the rules
 Consumer need versus market demand

“Is there a need for my invention - NO”

• Market need
• Market demand
• Difference between need and
demand
 Market - Need Versus Want

Q - Why would someone buy something they did not need?

A - Because they wanted it

Q - Do you know someone who bought something they did

not want?
A - Of course not
I need a car
I want a Ferrari
 Question
How can there be a need for a product but no
demand for it?

Answer
If the market is not even aware that the new
technology exists.
 The “what if” scenario

• Should I tell anyone?

• Should I tell everyone?
• What if no one believes me?

“A market need for a technology exists on its own merit.

A market demand for a technology must be created”
 Ingredients for success

• Find out what your customers

want
• Offer it to them
 2.Find & understand your customers

• Find great customers

• Do your research
• Don`t sell to anyone who says the will buy
• Your customers can kill your business
✴ Unreasonable
✴ Habit of non payment
✴ Never know what they want
✴ Too big for you
✴ Push for lower price
✴ Reverse engineer your product
✴ Go into competition against you
Sustaining your business

What to do next?
 3. Innovation

Innovation is the creation of better or more

effective products, processes, services and
technologies
 Why Innovate ?

• Without innovation - your

business has no future
• The ultimate goal of
innovation is to create value
in the minds of your
customers – whether this is
business to business, directly
to the end users or
consumers.
 4. Protection

• Patents do not = protection =

good business
• Should I patent?
• Only 2% of patent holders make
money from their inventions -
USPTO 2010
• 50 granted patents only 1
makes money
• 98% fail to make money on
their invention
 5. Build your business

Turning a new technology into a dominant

business

• Find the IP - The Funnel

process
• The Commercialization
Process
• The Market
Successful Technology Commercialization
 The Key to success

A Great technology does not = a Great company

 Assignment 1
• Identify 3 business ideas you would like to
develop
• Describe why you select those ideas

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Thank You