Elevation Insights ™ | Intellectual Property & Innovation

© Elevation Insights™ 2012-2014. All Rights Reserved.A Chirala Holdings™ Subsidiary & partner of Crescendus™ 1© Elevation Insights™ 2012-2014. All Rights Reserved.A Chirala Holdings™ Subsidiary & partner of Crescendus™

Elevation Insights™

Intellectual Property & InnovationIP land grab & Innovation Intensity

© Elevation Insights™ 2012-2014. All Rights Reserved.A Chirala Holdings™ Subsidiary & partner of Crescendus™ 2

Global IP Landscape & Innovation IntensityMonitor, analyze & protect your opportunities

Mandate initiated by:This Mandate is generally requested by any of the following senior management personnel within a company:VP InnovationCTOVP R&DVP MarketingVP Product Development

Executive Level Mandate

Internal Company Mandate Description:

To be successful in product development and portfolio planning, we need to have a sound understanding ofwhich opportunities and white spaces are worth pursuing without being mired into expensive technologylicensing and litigation battles. In particular, we need to know who are the most prolific innovators, what arethey patenting within an industry space, and also insights into their current/future R&D and productdevelopment plans. It is also important to monitor the activities of global patent trolls and their IP land grabactivities.

Develop an IP and innovation intensity monitoring system that provides us with sound strategic analysis andactionable recommendations to counteract our competitors (current & emerging) plans.


Internal Team Meeting (scheduled by Executives within your company)

• Director, Marketing• Director, R&D• Director, Engineering• Director, Business Development• VP Sales• Director, Strategy• Managers (Marketing, R&D, Engineering,

Business Development, Strategy,Operations)

• Chief/Key Scientists and Engineers• Legal Counsel• Finance Controller

• VP Innovation• VP Legal• VP Product Development

• CTOVP Strategy

• VP Marketing• VP R&D• VP Engineering• VP Business or Corporate Development• Business Unit Leaders• Country Leaders

The task requested by the Executive Team is highly strategic and will impact a wide range of business units &internal processes. As a result, collaboration & joint buy-in from senior management leaders will be key fromthe early stage of project deliberations.

Note- The composition of teams and titles varies by company, depending upon it’s size, offerings, markets & specificcompetitive situation. As the scope of the project expands, additional team members may be required.

Internal Team Involved(Core)

Supporting Team Members(as needed)

Team Leaders


Tasks discussed within Internal Team Meetings (by Core Attendees)

DEFINING SCOPEINNOVATION INTENSITY & IP

1. In-depth discussions to monitor levels of innovation intensity, competition andglobal IP land grab within industry and technology/R&D spaces

2. Selecting a shortlist of approximately 10-15 R&D/technology spaces that mapnicely on to the company’s current, mid and long term strategic plans (if they arealready defined, and have actively been communicated with the Board)

3. Open mind view: Without being constrained by the above strategic plans, the teammay also explore new technology spaces in adjacent industry markets orgeographies that offer white space opportunities for ample mid to long term growth

1. Innovation Intensity- R&D, Publications, Product Development activities of keycompetitors and high profile players within the above industry, R&D andtechnology spaces

2. Global IP intelligence- Patents and Trademark filings

INFORMATION COLLECTION& DUE DILIGENCE

METRICS FOR ANALYSIS &RECOMMENDATIONS

1. Creating a single, unified information evaluation template document2. Populating the template document with above global information sources and

ranking information by confidence levels (including weighted attributes)3. Identifying key developments and offering recommendations for action

EXECUTION ISSUES& NEXT STEPS

1. Constant template document updates (e.g. new information from various globalsources) to keep the template document current

2. Prepare presentation slides for executive meetings and strategic planningsessions

3. On-going revisions to template document and presentation slides, based onfeedback from the various executive meetings

Key Tasks


Information Needs required to complete your “Next Steps”

Information Requirements• Build user requirements for a unified IP and innovation intensity assessment template document, that

will be used by various stakeholders across the company

• Populate the template document with complex information pertaining to various global sources ofinformation

• Complex information collection and analysis requirements include:• List of existing patents, patent filings, patent approvals and denials within various industry,

technology and R&D spaces• Trademark filings by geography & usage• IP filings by Geography (country, continent)• Competitor Innovation activities and IP filings across the globe• Scientific publications and proceedings within the technology/R&D space• Top innovators and insights into their specific materials, engineering, process and software

plans (e.g. deep dive within patents and other filings to summarize active/key steps)• Litigation activities: Lawsuits, claims, rulings, cross-licensing outcomes, revenue sharing• IP deal structures• Patent troll activities by geography and industry space• Level of investment/new market entrants into the market or R&D space of interest (that the

company is currently monitoring)• Strategic analysis of key competitor’s product plans and long term goals based on insights

generated from above information• Recommendations for strategic alliances (Licensing, JV, M&A)

• Detailed analysis of diverse sets of information weighted by confidence levels and appropriate weightedattributes

• Preparing presentation slides for executive meetings

COMPLEXBusiness andtechnology SOURCESWITH FREQUENTUPDATING NEEDS


Execution Options: Internal “do-it-alone” Approach vs. External Help

Internal Approach

10-15 >100Primary IndustryorR&D/Tech Spaces

PotentialInformationSub-Types & Updates

Note- Actual data figures can vary greatly, depending upon industry space.

X

Strain on Resources• 10 plus senior management & their teammembers will need to spend extensive amountsof time, in addition to their regular duties.• Real Costs incurred.• Information gathering, analysis & reportingchallenges add additional pressures, loweringproductivity.

Frequent Information UpdatesRequired

External Help: Elevation Insights™Elevation Insights™ can assist you with the following efforts:• Help define the scope of the IP and innovation intensity project• Develop the IP and innovation intensity assessment template document• Perform the comprehensive task of collecting and analyzing global information requirements• Prepare executive level presentation slides based on the latest global IP & innovation intensity intelligence data• Maintain the on-going information intelligence and insights requirements of the template document

We also encourage you to check our related business and technology services from Crescendus™.

Access to global technology & commercial intelligence


Decision Time: Let your internal ROI guide you!

Time Cost Decision•Internal Meetings

•Initial strategy discussions•Setting up of internal program office & workstreams•Follow-up strategy discussions•Information gathering•Information review & analysis•Conference calls•Data analysis & reporting•Series of follow-up discussions to review IP andinnovation data, and analysis• Decision meetings to go over recommendations• Call to Action set of meetings & preparationmaterials• Updating above materials with new information& re-do above decision making process.

• Internal Email Chains/Calls• Regular Duties Impact

• Overtime to focus on regular duties• Productivity & potential revenue impact onexisting responsibilities• Stress on your current team•Potential attrition of top performers

•On-Going Maintenance• To keep information intelligence current &update data analysis & reporting

•Key Parameters

• Total number of meetings• Total time spent on attending meetingsand completing meeting tasks (incl. emailtime, conference calls, presentationreports, target documents, informationcosts)• Total number of attendees/meetingalong with composition (e.g. VP, Director,Managers)• Calculate total cost based on total timeand fully loaded cost figures by variousattendees, for all the tasks involved incompleting the project.

Use Fully Loaded Cost Figures:Manager level: $100-125/hourDirector level: $150-200/hourVP level: $250-350/hour

Note:Placing a cost figure on all your internalactivities will highlight the true cost ofcompleting a task. This is often ignoredwithin internal company settings whiledealing with salaried employees.

Situation 1If your internal total costs, seniormanagement availabilitybandwidth, and timelines areacceptable to your company,then it is prudent to complete theproject internally without anyexternal help. A key assumptionhere is that your company has allthe right skill-sets to completethe project.

Situation 2If the right skill-sets areunavailable within your companyor the timelines and total internalcosts are not acceptable, thenwe recommend seeking externalhelp.


If your company is currently facing some of the challenges mentioned in thispresentation, we encourage you to contact us.Telephone:1-(865)-332-0942Email:[email protected]:www.elevationinsights.com

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