canvas4
TRANSCRIPT
Andrew Maxwell
Lassonde School of Engineering
TechConnect©
Workshop July 2015
© Maxwell and McNamee 2012 - 2015
TechConnect©
Framework for identifying most promising opportunities for a novel technology
Dramatically increases likelihood that novel technologies will be deployed
Improved the likelihood of commercial success
Uses market evidence to change innovators’ behaviors
Increases knowledge about commercialization process
Introduction and Motivation Traditional technology commercialization doesn’t work
Technology is developed without clear view of market
Neither TTO or inventor have resources / knowledge
Most TTOs have more failures than successes
Training innovators doesn’t always get results
FundingInitial
Concept /
Research
FundingFollow-on Research
(Technical)Funding
Attempt to License /
Sell
TECHNOLOGY PUSH
Motivation to develop new process
New technology commercialization doesn’t work
Focuses on market pull, and market validation
Yet most customers do not know what they want
Ignores technology as a competitive advantage
Identifies market, not business, opportunities
LEAN STARTUP / DESIGN THINKING
TechConnect structured process Involves 5 divergent and convergent stages
Creates market centric technology development process
Leverages novel technology development
Integrates: job mapping, value proposition, lean
startup, and business model methodologies
Identifies adjacent markets and adoption strategies
Technology to Jobs
Jobs to Value
Proposition
Value Proposition to Market Selection
Barriers to Entry
Market to Encouraging
Adoption
TechConnect process overview
What does the
technology do?
Where does this offer a
benefit?
What additional
applications can it be used
for?
Where does it do this better
than the alternates?
What jobs can it do?
TechConnect process overview
What are most
promising opportunities
?
What stakeholders are affected?
What other factors
influence decision?
What can you do to reduce
these barriers?
What are the barriers to adoption?
Other alternatives often exist that can
also be used to accomplish the
original as well as alternative jobs
That technology or capability can usually also be applied to accomplish [other] tasks relevant to other jobs
Why TechConnect approach is unique
Product / Service
Customer Job
Technology / Capability
A product or service is built / delivered by applying some technologies or capabilities to do a specific customer job
Underlying technolo- gies may be unique or common and the organization’s ability to deliver that technology / capability may be strong or weak
Sometimes go-to-market barriers or users’ resistance
to adopt can drive us to look for alternative applications (jobs)
Exercise
1. You have chance to experience TechConnect by working in
groups on a single stage of the process, and then sharing the
outcomes
2. First explain the overall process using an example:
Light Emitting Diodes (LEDs)
3. Then we will focus on two stages:
a. Job-mapping to value proposition
b. Overcoming barriers to adoption
4. We will split into two groups, and ask you to engage in a brain-
writing divergence/convergence exercise
5. We will then come back together to review
Job Mapping to identify alternate applications
Rectifies alternating current
Produces light of specific frequency
Produces light efficiently
Can be embedded in semi- conductors
Works on low voltage
More + efficient than incandescentLonger
+ lifetime than incandescent Easily +
dimmable
High - initial cost
Can be moved while in use
Lower operating costs for street light operators
Sodium lights give different illumination coverage Capital
costs are much higher (incl. fixture)
Overcoming barriers to adoption
Municipal finance
Municipal engineer
Safety/ Police
Motorists
Mainte-nance
Residents
Standards
Environ-mentalists
Upfront high cost
Technical performance
Light levels
Driving conditions
Reduced workloads
Background lighting
Compliance
Reduced energy consumption
Financing
Verification
Tests
User feedback
Changing business model
Background lighting
Compliance
Reduced energy consumption
Sources of funds
Fixture design
Lens design
Lead users
Current installer inertia
Need for modifying fixture
Product design
Use to fund capital costs
Job Mapping
Job Mapping is the idea that you hire a technology to do a job for you – not to outperform an existing technology
First identify what are the advantages or disadvantages of this technology over other solutions
Identify applications for this property (that you could not do before, or are much better than alternates)Technology Original
Application (Job)Major / Unexpected
Application (Job)Encryption Secure data on
PalmPayment processor (PayPal/eBay….)
Massive multi-player game
Photo sharing in Game Neverending
Photo sharing website (Flickr/Yahoo)
Mobile music sharing
Downloadable music to smartphones
Multiplatform messaging (KIK)
Maxwell’s 3 laws of innovation
1. There is a natural tendency for organizations to keep doing what they’re doing and resist changes. In the absence of a force, they will continue to do what they’ve always done.
2. Larger organizations require more force to change what they are doing than smaller organizations.
3. For every force there is a reaction force that is equal in size, but opposite in direction. When someone exerts a force on an organization, he or she gets pushed back in the opposite direction equally hard.
Essential rule of stimulating adoption
Persuading a customer, or user, to adopt your innovation requires them to:
* switch from using an existing product / service
* adopt an entirely new product or service
Changing behaviours means motivating customers, or users, to change – how do you motivate them?
2
16
Value Proposition
Brainwriting
Brain writing is an idea-generating method that involves everyone in a group activity.
Idea is to have everyone participate by writing down ideas on Post-It notes (in brainstorming only the most vocal people tend to participate).
People post ideas, and then look at ideas posted to see if they can build on them.
Towards end of the session, ideas are grouped and prioritised.
Report back involves discussion of why specific ideas were chosen.
Exercises
Group One:
Identify how advantages and disadvantages of LEDs can be used to fulfil jobs and create value.
Example solution: Shock resistance allows LEDS to be used by performing artists on stage.
Group Two:
Identify how (technical/social/economic) LED barriers to entry in specific applications can be overcome.
Example solution: Lead users can be given prototypes to build brand and awareness.
LED Advantages*Efficiency: LEDs emit more lumens per watt.
*Color: LEDs can emit light of an intended color without filters.
*Size: LEDs can be very small and attached to pcbs.
*On/Off time: LEDs light up very quickly.
*Cycling: LEDs are ideal for frequent on-off cycling.
*Dimming: LEDs can be dimmed (pwm or lowering forward current).
*Slow failure: LEDs fail by dimming over time.
*Lifetime: LEDs can have a relatively long useful life.
*Shock resistance: LEDs are difficult to damage.
*Focus: LEDs can be designed to focus their light.
LED Disadvantages*High initial price: LEDs have higher initial capital cost.*Temperature dependence: LED performance may require heat sink.*Voltage sensitivity: LEDs must be supplied with threshold voltage.*Light quality: Most cool-white LEDs spectra differ from incandescent. *Area light source: Single LEDs do not approximate a point source of light. *Electrical polarity: LEDs will only light with correct electrical polarity. *Efficiency droop: The luminous efficacy of LEDs decreases as current increases. *Impact on insects: LEDs more attractive to insects. *Use in winter conditions: Can be obscured by snow. *Dimming controls: Traditional controls may not work with LEDs
Four applications for LEDs
Inside Buildings
Displays
Outside Buildings
Automotive
