marketing inside + outsidev4 natalie chapman
TRANSCRIPT
Marketing Inside + Outside
= Upside
Natalie Chapman
Leader, Business Development & Marketing
ANSTO
ANSTO does not….
What does OPAL do?
ANSTO Businesses
0 30
Time (Months)
12
ANSTO Innovation
Technology Pipeline
TechnologyIntellectual
PropertyStart-UpCommercialisation
ModelEstablished CompanyLicensing
Science Meets Sales…
http://chemistry.about.com/od/imagesclipartstructures/ig/Science-Pictures/Mad-Scientist.htm http://deathby1000papercuts.com/2011/01/never-ask-a-stock-salesman-whether-its-a-good-time-to-buy-stocks/
Technology Commercialisation
Technology Push vs Market Pull
Production
Product
Sales
Marketing
Customer-oriented
Kotler (1996)
http://www.putitondvd.com.au/betamax.htm
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What is Marketing?
http://www.nike.com/
http://www.apple.com/
http://www.divamodels.com.cy/index.php?newsid=35
http://www.thirdwayblog.com/category/gillette/
Maximising Marketing Success
Market Research
Marketing Strategy
Promotion Sell
CustomerNeed
TechnologyProduct
Maximum chance of market success
Market Research
How many of you do your homework?
• Survey your market and customers• Gather and analyse market intelligence on competitors and partners• Monitor the market and survey the literature.
More science than art....
MarketingStrategy
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Strategies• Pricing• Placement/Distribution• Promotion• Product
Tools
• SWOT
• PESTLE
• ANSOFF
• PLC
Product Life Cycle
Promotion
Case Study – RemLife
• RemLife v3.2 is a software simulator for coal and
gas power stations to determine damage with
remaining life assessment of components and the
cost.
• Identifies at-risk components in hours not weeks.
• Developed by the Australian Nuclear Science and
Technology Organisation (ANSTO) in conjunction
with 12 power stations within Australia.
Internal and External Promotion is vital to success
Case Study – RemLife
Business Development Manager
• Conducted due diligence
• Briefed legal for agreements
• Prepared market analysis of US and UK
• Identified conference and meetings
• Organised promotional, presentation, web,
brochure, display/exhibition materials
• Prepared commercialisation plans
• Negotiated with interested parties
Inside• Board Report• Monthly Reports• Commercialisation progress• Articles – Testimonials
Outside • News articles• Promotional collateral• Web page – Downloadable demo• Articles in technical journals• Reports to Government• Directed presentations for potential licencees• Grant applications • Awards
Case Study – RemLife
Promotion
Upside
• Reduces internal barriers
• Greater customer awareness and recognition
• Improves technology and organisation credibility
• Higher value for product
• Increased success with grants and awards
• Stronger licencee interest
• Stronger position in negotiations
= Higher price for your technology
Case Study – RemLife
Are you trained for Sales?
Sell
http://deathby1000papercuts.com/2011/01/never-ask-a-stock-salesman-whether-its-a-good-time-to-buy-stocks/
• Prospect• Qualify• Pitch• Close the deal
Take Home - Speed Thinking
5 ideas for your
technology
Natalie Chapman
Leader, Business Development & Marketing
Australian Nuclear Science & Technology Organisation
Phone: 02 9717 9550
Email: [email protected]
Web: www.ansto.gov.au
Web: www.ansto.gov.au/remlife