collaborating across business cultures how to get the most from your professional services...
DESCRIPTION
How to get the best out of your product development consultants - software electronics, industrial design, venture capital, patent attorneys and contract manufacturersTRANSCRIPT
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Collaborating across Cultures
Collaborating Across (Business) Cultures
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As the old joke goes….As the old joke goes….
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The IP to Market Development Cycle
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The IP to Market Development Cycle
Initial Idea / Research Findings
Proof of Concept / Prototype
Product Development
Commercial Release
Industry Need
Where most CRCS tend to operate
Profit
Where most productisation companies tend to operate
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Basic and applied R&D that can attract early
investors can often be a long way from a
market ready product…
Initial Idea / Research Findings
Proof of Concept / Prototype
Product Development
Commercial Release
Industry Need
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Basic and applied R&D that can attract early
investors can often be a long way from a
market ready product
To move your IP from ‘nice idea’ to ‘gotta
have product’ you’ll need to collaborate with a
number of different but value-adding
professional services cultures …
Initial Idea / Research Findings
Proof of Concept / Prototype
Product Development
Commercial Release
Industry Need
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So who are these Professional Services consultants?
• Electronics and Software Designers;
• Industrial Designers;
• IP Lawyers;
• Investors;
• Contract Manufacturers.
Initial Idea / Research Findings
Proof of Concept / Prototype
Product Development
Commercial Release
Industry Need
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No
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They help turnThis into this
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Electronics and Software Designers
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How They Can Add Value
Design to relevant international standards:
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How They Can Add Value
Design to relevant industry standards:
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Design for Manufacture:
Quality manufacturing data packs are essential:• Gerber Files;• Pick & Place;• Bill Of Materials;• Test & Verification
points;
How They Can Add Value
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Bill of Materials:(Asian) Manufacturers will look for expertise and previous manufacturing experience from the design team
Without this they will almost certainly try to take advantage of you
An actual example:X 15,000 pieces a month
= $53k a month in profit just given away
How They Can Add Value
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Electronic and Software Design Consultants
How best to collaborate:
Choose your partner using a pilot project evaluation or similar rather than from an RFP process
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Electronic and Software Design Consultants
How best to collaborate:
Make sure that the external R&D partner is a product or software engineering specialist rather than an IT generalist
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Electronic and Software Design Consultants
How best to collaborate:
Focus on the external team’s cohesiveness and ability to deliver, and to be able to grow with your needs – rather than choosing a group of guys who know technology but who don’t operate as a team
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Electronic and Software Design Consultants
How best to collaborate:
Treat the relationship as a partnership rather than as a typical services provider relationship
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Electronic and Software Design Consultants
How best to collaborate:
Plan for the project management lead to shift from internal to external over time
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Electronic and Software Design Consultants
How best to collaborate:
Ensure that the joint team follows some robust design & development processes
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Electronic and Software Design Consultants
How best to collaborate:
Weekly project meetings and regular review meetings are essential
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Intellectual Property Lawyers
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Intellectual Property Lawyers
What do IP Lawyers do?
• Get enough information for a skilled person reading the patent application to build the invention (given a few months’ work in the lab);
• Work out what is essential to the invention and what is not and put all the essential features into independent claims;
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Intellectual Property Lawyers
• See how to “stretch” the language in the claims – to define a monopoly broad enough to stop infringers;
• Prior Art Search – what’s already out there that might stop you;
• File the Patent.
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Intellectual Property Lawyers
How best to collaborate:
• Be aware of your commercial objectives and business goals and relate them to your Attorney as clear and complete as possible – be up front
• Invite your Attorney to understand more about your business (because they will want to)
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Intellectual Property Lawyers
How best to collaborate:
• Understand the process (of IP Protection) and if you don’t - ask about it before incurring too many costs
• Advise your Attorney of competitors and opportunities
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Intellectual Property Lawyers
How best to collaborate:
• Be realistic with your expectations – the IP process can bring up problems that may change the course of your actions
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Intellectual Property Lawyers
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Venture Capitalist
or Other Investors
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What does Starfish Ventures look for?• Outstanding management team
• Superior and innovative technologies with a strong intellectual property position
• Technology addressing a clearly defined market opportunity
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What does Starfish Ventures look for?• Capable of becoming a significant future
market player and creating barriers to entry
• Ability to build a unique and sustainable business model
• A logical exit mechanism within 2-5 years
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2001 2012
“Idea” to TGA approved product
Concept validated in clinical trials
Defined business opportunity and expanded business from low back pain market to include Sports and OH & S
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Contract Manufacturers
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What do Contract Manufacturers Do?
• Bring the design together to make a "working" product
• Source the components and validate their performance
Contract Manufacturers
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How best to collaborate?
• Let them provide a "presentable" face so that small companies can engage with larger customers
• Providing a network of companies with expertise
Contract Manufacturers