Entrepreneurship and immaterial rights Flashcards
technology push
You don’t know who will use it but the technology exists
Technology pull
There is a defined need but no technological solution
why did Kodak technology lost the battle?
- more user friendly competitors
- you couldn’t see the pictures
- ## the bad pictures doesn’t cost money
what does the technology bring as a value to the customer?
-e.g. digital camera
Value:
Reduced costs for good pictures.
Analyze the digital camera
Properties User Advantage Benefit: - measure in value
BII?
Business idea identification
- what are the unique properties?
- who will be using it?
- advantage of these properties?
- what is the value of the advantages for end user?
Example BII LED-diods?
Properties:
- High light intensity/energy consumption
- long lifetime
User:
- traffic light
Advantage:
- Fewer changes os high source
Benefit:
- Lower battery cost
- lower maintenance cost
when to use BII?
- to describe the commercial value
- to starta business based on your idéa
- protect business opportunity
what is next after BII?
method denies the basic criteria to form ?
A good idea or a business idea?
there are many good ideas.
a business idea you can earn money on
characteristics to be a business idea?
- Who is your customer?
- What are you supplying?
- How are you going to get payed?
what are the needs for your product/solution on the market?
- describe what problem, customer needs you problem solve
2. why hasn’t it been solved before?
what is your solution? what is unique?
- how does your solution solve the problem?
2.
Identify the market potential?
- marketsize
- top-down
e.g.
- world market for cars is estimated to x million/year
- annual growth rate is 10%
- “we will have 5% of the world market in 2 years time”
—> risk in setting this too low in loosing confidence
- estimate what price you can get
- estimate how many sutlers could by
- hoe many can I reach - Bottom-up
- Each product can be skid for x dollars
- z customers areinterest in buying this product this year
- the cost for producing product is Y dollars
- the profit per product is X
- The marketsize = number of customers*profit/customer
How can we calculate price?
Cost estimated pricing:
- cost of production
- sales and distribution
- administration
- profit
- common and simple
Value adding pricing: 1. what is the customers benefit form using your product —> extracted from BII - not directly directed from the cost - used in technology based companies
what are you going to sell?
- product
2. service
How will you sell it?
- One-time selling
2. Selling of consumables
protecting the business?
why?
how ?
what can happen?
What can we protect inventions?
- patents
- trademarks
- copyright
- design protections
Lower degree?
- contracts/agreement
- relations (they will protect you)
- black box strategy (cods, secret ingredience?)
- business model (e.g. IKEA)
- trade secret
patent history?
first patent
purpsose of patent?
stimulate the development of new technology and benefit to society because the solutions will be published
What is a patent?
- exclusive rights for 20 years
—> can be extended for pharmaceuticals with 5 years - no one can manufacture or sell “your product” as it is described in the patent claims in the country you have patent
when does the patent starts working?
the day you been filing the patent and that day is called the priority day
what does a patent mean?
- exclusive right for 20 years
- exclusiveness for what is claimed in the patent
- for production and selling In that specific country
- in order to have exclusiveness ina country you have to file it in
