Policy into Practice: EURAXESS Researcher Career Skills for Career Development PIPERS

This project has received funding from the European Union’s Seventh Framework Programme for research, technological development and demonstration under grant

agreement No 643330

Helping researchers to pursue their professional ambitions:A workshop for researchers

15-16 February, 2016

Madrid, SPAIN

BUSINESS MODELING:Business Model canvas

Contents

1. Market exploitation of research results2. Options for market exploitation

a) Licensing, b) Spin-offs, c) Startups

3. Business plan vs Agile methodologies4. “Business model canvas" and “Value proposition design”

@nesofsky

Market exploitation of

research results

1

Stakeholders in Technology Transfer

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Options for Market Exploitation

2

1. Licensing

Options for Market Exploitation

1. Licensing

1

2

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1. Licensing drawbacks

1

2

2. "Startups" & "Spinoffs“

Options for Market Exploitation

2. "Spinoffs“

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2

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2. “Spinoffs": Risks

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2. “Startups"

1

2

3

2. “Startups"

1

2

3. Strategic agreementsOptions for Market Exploitation

http://2013.igem.org/wiki/index.php?title=Team:TU-Munich/Results/Economics&oldid=361751

…and its reflection on the business model:

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Business plan vs

Agile methodologies

3

KEY POINTS

1. A “Business Plan” was a requirement whenever a business needed to be described and explained.

2. In the last few years, agile methodologies and the “Lean Startup” frameworks have arrived and are widely used and developed

Both approaches are complementary…

Traditional “Business Plan”:

the origin

Steve Blank, ENTREPRENEU

RSHIP PROFESSOR AT

Berkeley, publiSHES HIS

THEORY IN 2005

In 2011 Steve Blank launches “LaunchPad Class” in Udacity

“How to build a

Startup”1 month24 hours238,000 students

The Book “The Four Steps to the Epiphany” describes the methodology to create successful companies

Steve Blank publica su

teoría en 2005

In 2004 Eric Ries attends Steve Blank’s class at Berkley University

Eric Ries publishes “The Lean Startup” in 2008, and names the movement started by Steve Blank

Blank & Dorf Publish the “Manual” 2012

In 2012 Eric Ries starts publishing the “Lean” series with O´really

By 2010 theLean Startup movement is already “mainstream”

mayo 2013

Lean methodology is not for high-tec

startups anymore, companies like GE

or Intuit are using it to innovate

Lean Startup DEFINITION“A startup is a temporary organization designed to search for a replicable and scalable business model”

Steve Blank

DEFINITION:A startup is a temporary organization

Designed to search for a business model that is

scalable…

and replicable

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“business model canvas" and

"value proposition design”

4

Osterwalder & Pigneur PUBLISH THE BOOK “Business Model Generation” IN 2010

Alex Ostelwalder

2010Yves Pigneur

“Business Model Canvas”

Santa Claus: “Business Model Canvas”

The 3 wise men: “Business Model Canvas”

Steve Blank publica su

teoría en 2005

Also in 2010, Osterwalder launches “Strategyzer”

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1. Define market as concretly as possible

2. Define value proposition as simple as possible

The Value Proposition Model…

3. Include intelectual property in your business model

4. Define main income and costs elements

¿Price?

5. Have you completed all canvas areas?, can you move things around?

6. Can you outline a road map?

Review & Comments

1.What I liked the best…

2.What I would like to see next…

@nesofsky

and best of LUCKS!

Thank you!,

@nesofsky

Business Model Canvas Workshop

Case 1

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“Business model canvas" WorkShop

Lets get some practice using the “Canvas” and a sample product from the “smart materials” insdustry…

Smart Materials

What are smart materials?• Smart materials are materials that

have one or more properties that can be significantly altered in a controlled fashion by external stimuli, such as stress, temperature, moisture, pH, electric or magnetic fields.

What are the examples?• Piezoelectric materials• Shape memory alloys• Magnetic shape memory alloys• PH sensitive polymers• Halochromic materials• Chromogenic systems

Chromogenic systems• Chromogenic systems change colour in

response to electrical, optical or thermal changes. These include electrochromic materials, which change their colour or opacity on the application of a voltage (e.g. liquid crystal displays), thermochromic materials change in colour depending on their temperature, and photochromic materials, which change colour in response to light.

Thermochromic• Colour-changing

thermochromic pigments are now routinely made as inks for paper and fabrics – and incorporated into injection moulded plastics. A new type of phosphorescent pigment, capable of emitting light for up to 10 hours, has opened up entirely new design opportunities for instrumentation, low-level lighting systems etc. Warm Cool

http://www.mutr.co.uk/catalog/index.php?cPath=79

WORKSHOPDevelop a business model using the “Canvas” for a new “smart” material with thermopigment properties to be used mostly in fabrics.

Keep in Mind:1. Define your market as specifically as possible.2. Define your “Value Proposition” for that market.3. What “Intellectual Property” approach will you use.4. Outline major cost and revenue sources.5. Make sure you address all Canvas areas.6. Outline a basic implementation plan.