Trilogy Concept Vision
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Transcript of Trilogy Concept Vision
ConceptVisionA successful way tocommunicate your
technology concept andits business implications
Trilogy AssociatesSystematic Growth Strategies that Work
© 2004-2007 Trilogy Associates 2
ConceptVision is ….
a vehicle for communicating ..• a unified message connecting an
innovation to a business opportunity ..• to multiple internal and external
audiences ..• touting the benefits of your innovation ..• for the purpose of gaining traction for
your commercialization program.
© 2004-2007 Trilogy Associates 3
ConceptVision is not …
classical marketing communications.• It is directed both externally and
internally and has multiple purposes.• It contains important technical details
appropriate to scientist-users andclinician-users.
• It requires substantial and equal skillsand attention to business and technicalmatters.
• It amounts to a sophisticated “soft sell”.
© 2004-2007 Trilogy Associates 4
ConceptVision can …
take many forms:• document• series of targeted documents• presentation• series of targeted presentations• talking points script• trade show storyboard• …and more
© 2004-2007 Trilogy Associates 5
Audiences & Sponsors
• Boards, investors, partners andadvisors
• Chief executive• Technology executive• Marketing executive• Sales executive• Customers
… all exposed to a unified, convincing message
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Sponsors
• The R&D manager needs to “sell” aproduct concept to peers in marketing,sales and/or to the CEO– ConceptVision becomes a justification for
launching a development program orcommercialization activity
– ConceptVision creates the bridge betweena new technology and its market/businesspotential
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Sponsors
• The CEO needs to “sell” a concept tothe board, investors, alliance partners,advisors and other stakeholders tocommit capital– ConceptVision describes the business
opportunity in concise terms that can beunderstood by non-experts in thetechnology
– ConceptVision provides a convincing,integrated justification for action
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Sponsors
• The marketing manager needs toposition a new product amongcompetitive offerings with a unifiedmessage delivered to all– ConceptVision translates technology
features to potential user benefits andhighlights competitive differences
– ConceptVision justifies committingmarketing and sales resources
– ConceptVision informs distribution partners
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Sponsors
• The sales manager needs a commondescriptive tool to share withsalespersons and certain sophisticatedcustomers– ConceptVision becomes an effective,
consistent training vehicle for non-expertsin the technology
– ConceptVision, or excerpts therefrom, canbe shared with certain customers to helpclose “concept” sales
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What’s in ConceptVision?
• Executive summary• Technology description• Applications and benefits• Competitive positioning• Market characterization• Application notes• References
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Executive Summary
• Start with a brief overview– New method– Applications– Prospective markets– Business opportunity
© 2004-2007 Trilogy Associates 12
Technology Description
• Develop a concise description ofthe new method or new product(s)appropriate to a technically trainednon-expert
• Appeal to the scientist or clinician• Avoid “sales speak”
© 2004-2007 Trilogy Associates 13
Applications and Benefits
• Identify leading applications• Disclose corresponding user
benefits• Maintain a strong user orientation
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Competitive Positioning
• Compare the new technology toestablished methods
• Emphasize differences,advantages, shortcomings andrelative costs of purchase and use
• Translate advantages toincremental value
• Identify leading competitors
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Market Characterization
• Identify applicable worldwide orregional markets
• Roughly quantify available marketpotential
• Address customer accessibilitychallenges and requirements
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Application Notes
• Include significant existingpublications, ideally authored byusers
• Include existing unpublisheddetails on leading applications
• Include user endorsements ifavailable
© 2004-2007 Trilogy Associates 17
References
• Provide relevant literature citations• Identify key patents and other IP• Include links to Internet resources
providing useful background
© 2004-2007 Trilogy Associates 18
To get started or to learnmore contact …
Joseph KalinowskiPrincipalTrilogy Associates508.359.7806jk@trilogyassociates.comwww.trilogyassociates.com