ideas management (vers. 2014)

I've got an idea. And now?

Frieda Brioschi / Emma Tracanella [email protected] / [email protected]

IEDLesson 3/2014

mailto:[email protected]

mailto:[email protected]

3. I’ve got an idea. And now?

Course program

1. Italian Startups

2. Set up a startup in Italy

3. I've got an idea. And now?

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Today's table of content

1. Intellectual Properties

2. Design and life cycle

3. From concept to company

4. Useful tools

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Innovative startups: quick recap

During last lesson we investigated some laws, regarding 2 areas:

• startup regulation

• labour agreements

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We went through the definitions of:

• startup

• innovative startup

• startup with a social goal

• limited company (particularly ssrl, srlcr)

• liquidation & bankruptcy

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Intellectual property

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Past slides available on Slideshare @ubifrieda:

https://www.slideshare.net/ubifrieda/

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https://www.slideshare.net/ubifrieda/


IP

Intellectual property (IP) is a legal concept which refers to creations of the mind for which exclusive rights are recognized.

Common types of intellectual property rights include copyright, trademarks and patents.

In italian a preferred term is "industrial property".

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Author’s rights

In Italy, law 22 aprile 1941 n. 633 "Protezione del diritto d'autore e di altri diritti connessi al suo esercizio“

Two distinct components:

1. economic rights in the work

2. the moral rights of the author

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http://it.wikipedia.org/wiki/Diritto_d%27autore_italiano


Moral rights1. Right of attribution

2. the right to have a work published anonymously or pseudonymously

3. right to the integrity of the work (bars the work from alteration, distortion, or mutilation)

Anything else that may detract from the artist's relationship with the work even after it leaves the artist's possession or ownership may bring these moral rights into play.

Moral rights are inalienable.

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http://en.wikipedia.org/wiki/Moral_rights

http://en.wikipedia.org/wiki/Moral_rights


Economic rights

The economic rights are a property right which is limited in time (70 years after the author’s death in Italy) and which may be transferred by the author to other people.

They are intended to allow the author or their holder to profit financially from his/her creation, and include the right to authorize the reproduction of the work in any form. The authors of dramatic works (plays, etc.) also have the right to authorize the public performance of their works.

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http://it.wikipedia.org/wiki/Diritto_d%27autore_italiano


Copyleft

copyleft <> copyright

Allows for rights to distribute copies and modified versions of a work, and requires that the same rights are preserved in modified versions of the work.

Copyleft is a general method for making a work free (libre), and requiring all modified and extended versions of the work to be free as well. This free does not necessarily mean free of cost, but free as in freely available to be used, distributed or modified.

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http://en.wikipedia.org/wiki/Copyleft


CopyleftCopyright law is usually used to prohibit others from reproducing, adapting, or distributing copies of the author's work.

Under copyleft an author may give every person who receives a copy of a work permission to reproduce, adapt or distribute it and require that any resulting copies or adaptations are also bound by the same licensing agreement.

Creative Commons are the most known copyleft licences.

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http://en.wikipedia.org/wiki/Copyleft


Creative Commons

Creative Commons is an US foundation, created in 2001, which aims to develop, support and steward legal and technical infrastructure that maximizes digital creativity, sharing and innovation.

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Licenses

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Rights

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Attribution

ShareAlike

NonCommercial

NoDerivatives

3. I’ve got an idea. And now?17

3. I’ve got an idea. And now?21license

3. I’ve got an idea. And now?deed

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Trademark

A trademark is a recognizable sign, design or expression which identifies products or services of a particular source from those of others.

The trademark owner can be an individual, business organization, or any legal entity.

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http://en.wikipedia.org/wiki/Trademark


Trademark

The law considers a trademark to be a form of property. Proprietary rights in relation to a trademark may be established through actual use in the marketplace, or through registration of the mark with the trademarks office.

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http://en.wikipedia.org/wiki/Trademark


Registered trademarkA registered trademark confers a bundle of exclusive rights upon the registered owner, including the right to exclusive use of the mark in relation to the products or services for which it is registered.

In Italy the national registration process should be sent to Ufficio Italiano Brevetti e Marchi (UIBM). Registration lasts 10 years and is renewable.

An european registration can be done at Ufficio per l'armonizzazione nel mercato interno (UAMI), and an international registration can be done at WIPO.

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Registered trademark

Registrations can in particular cases be approved for preexisting designs.

Similar trademarks may coexist in different fields of business (think of Steve Job’s Apple and Beatles’ Apple Records).

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Registrations can be challenged if deemed unfair, and eventually dropped.

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Patent

A patent consists of a set of exclusive rights granted by a sovereign state to an inventor or their assignee for a limited period of time, in exchange for the public disclosure of the invention. An invention is a solution to a specific technological problem, and may be a product or a process.

The exclusive right granted to a patentee in most countries is the right to prevent others from making, using, selling, or distributing the patented invention without permission.

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http://en.wikipedia.org/wiki/Patent


Types of patents in ItalyInvention patent:

it’s the stronger and higher form of protection, used for technological innovation in products, processes or solutions (including new vegetables varieties). 20 years, non renovable

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Utility model:

A weaker patent, easier to obtain but harder to defend. Limited to products and physical objects. It’s used for inventions that improve on existing products. It protects the form, too, provided that thare is a provable enanchement in functions. 10 years, non renovable.

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(Pro tip: Italian law –art 84 CPI- allows to request both patents for the same invention, leaving the choice of the most fitting to the patent office)

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http://ufficiobrevetti.it/en/patents/


Types of patents in Italy(not properly a patent)

Model or design registration:

it’s the weaker and most limited patent, providing basic protection to form, colors and design of a specific model of product. It’s extremely easy to apply, up to 100 variants of the same design can be deposited with a single instance.

This is mostly used in fashion, design and styling business, allows for quick prosecution of fakes.

25 years, taxes could be payed in installments.

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Filing a patentA prototype is not needed

A thorough description with detailed drawings is enough

Requirements:

• Novelty (never patented before, anywhere)

• Originality (non obvious, different from current state of art)

• Industrial Applicability (no arts & crafts, must be reproduced industrially)

• Legality (must not offend morality, break law and impair order)

!To maintain validity, a patent MUST BE REALIZES WITHIN 3 YEARS FROM REGISTRATION (or 4 years from applocation).

Since 1 jan 2006 filing a patent is FREE from fees. Some costs could arise in order to provide the required documentations, a free cost assessment could be requested on Ufficio Brevetti’s website.

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Design

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Design a project!

• no ToDo list available

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• every project is different, according to its story, your team, the chosen field, etc.

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• we can just identify some good practices and useful tools

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Design a projectStarting a project implies

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• to have clear goals (both quantitative and qualitative)

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• these goals must be reached in a fixed time

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• using available resources (human and monetary)

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Concept

• Discuss your hunch as much as possible, and evaluate every single feedback you receive.

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• If you want to patent your product don’t offer too many details.

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Where do good ideas come from?

http://www.youtube.com/watch?v=NugRZGDbPFU

(il www)

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http://www.youtube.com/watch?v=NugRZGDbPFU


Life cycle

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Planning

Analysis

Design

Implementation

Maintenance

Maturity

Decline


Strategic planning• Prior questions:

!• may I make money from my hunch?

!• is it scalable?

!• does it answer to a market need or am I trying to create a demand for my product?

!• Have I any competitors?

!• Which is my target?

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Product Vs MarketAccording to Steve Blank:

• new product new market

• new product existing market

• "existing" product segmenting an existing market, acting on cost

• new product segmenting an existing market, creating a niche

They differ for consumers, needs, perfomances, competitors and risks.

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http://blog.nicolamattina.it/2011/03/i-quattro-tipi-di-startup-sencondo-steve-blank/


Analysis• Feasibility study

!• Requirements

!• Outline analysis

!• Financial assessment

!• Technology outlook

!• Use cases

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Feasibility study• A feasibility study is an evaluation and analysis of the

potential of the proposed project which is based on extensive investigation and research to give full comfort to the decisions makers.

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• Feasibility studies aim to objectively and rationally uncover the strengths and weaknesses of an existing business or proposed venture, opportunities and threats as presented by the environment, the resources required to carry through, and ultimately the prospects for success.

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http://en.wikipedia.org/wiki/Feasibility_study


Design

• Physical design

• Performance

• Usability

• Security

• Cross platform

• Certification

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Outputs

• Placement

• Promotion

• Price

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Implementation

• Prioritization of features (must have/nice to have)

• Testing

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Maintenance

• Evolutionary maintenance

• Other possible outcomes: maturity and decline of the product

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From concept to company

• A great team with clear leadership

• Never forget that "content is king“

• Strong business model

• Communicate, communicate, communicate!

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http://marketingarena.it/2011/05/25/5-step-per-costruire-unimpresa-partendo-da-unidea/

3. I’ve got an idea. And now?46http://bit.ly/912l9G

Formalization

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Write my projectIf everything is clear and well defined in my project, I can write it down.

Main points:

• Abstract

• Idea (what's the key idea? Which target/market? what's my goals? what's new in my product?)

• Action plan (people, time, space, equipment)

• Team

• Timeline (milestones)

• Budget

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http://www.progettokublai.net/guida-alla-scrittura-del-progetto/

Help needed!

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What is Kublai?

• It’s an incubator for territorial project.

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• Implemented by:

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Inside Kublai

A community where designers and experts meet together.

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Project coaching

Project coaching is a professional consulting activity, providing developmental support for individuals, project teams, enterprises and communities, with the goal of supplementing and improving project management capability.

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http://en.wikipedia.org/wiki/Project_coaching


Business incubatorsBusiness incubators are programs designed to support the successful development of entrepreneurial companies through an array of business support resources and services, developed and orchestrated by incubator management and offered both in the incubator and through its network of contacts. Incubators vary in the way they deliver their services, in their organizational structure, and in the types of clients they serve. Successful completion of a business incubation program increases the likelihood that a startup company will stay in business for the long term: older studies found 87% of incubator graduates stayed in business, in contrast to 44% of all firms.

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http://en.wikipedia.org/wiki/Business_incubator


Seed accelerators• Seed accelerators are a modern, for-profit type of

startup incubator, with an open application process, taking in classes of startups consisting of small teams, supporting them with funding, mentoring, training and events for a definite period (usually three months), in exchange for equity.

• While traditional business incubators are often government-funded, generally take no equity, and focus on biotech, medical technology, clean tech or product-centric companies, accelerators are privately funded and focused on mobile/Internet startups.

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http://en.wikipedia.org/wiki/Seed_accelerator


Next week

Open your market

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ideas management (vers. 2014)

Education