G. Conti - 2006 © - 1/12 POLITECNICO di MILANO Technology Transfer Office Developing IP strategy Integrating IP in your BP, Marketing and Export Strategies.

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Developing IP strategyIntegrating IP in your BP, Marketing and Export StrategiesAn Italian university point of view

CRUI - WIPORoma, 28.03.06

Giuseppe Conti

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1. Definition of IP

2. Definition of IP strategy

2.a University IP mission

2.b Spin-off IP mission

3. Developing a university IP strategy

3.a IP culture

3.b IP image

3.c IP business

4. Structure and managment

5. Procedures and tools

6. Ip exploitation strategy

7. Developing a spin-off IP strategy

8. Polimi facts and figures

Table of contents

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IP Res Cont. Licensing Spin-off

Patent

Industrial Design

Trademark

Copyright(inventions sw related)

Definition of IP

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Definition of IP strategy

IP Strategy• Define your critical IP business needs• Develop an implementation plan based on your business

requirements • Assess the viability of your pre-existing IP infrastructure • Define customer management and support requirements • Define system-level integration and support requirements

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Definition of a university / spin-off IP strategy

Deeply linked to University/spin-off Mission

Strictly related to University/spin-off Board

University IP Mission

IP culture to increase researchers competences and behaviour

IP image to add value to research results

IP business- Exploitation to make profit in licensing and equity share

Spin-off IP Mission

Freedom of Operation to avoid wasting money (investment, law suit…)

IP Assets to establish a strong patent portfolio (competitors, investors)

IP income mark-up, market shares, licensing out

IP Mkting & advertising brand value

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Developing a university IP strategy

IP culture• automatic monitoring and scouting of research results• automatic selection of patentable inventions• definition of a stronger (FoO) and leading research projects• responsible behaviour of researchers/Institution in managing IP

IP image• > value to research• > value to research results• > negotiation power• > funds attractivity

IP Exploitation• spin-off• licensing out + industry database• research and development contracts• infringment monitoring

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Organizational Strategy

IP strategy aligned with the Board

Diversify IP e KTransfer

Technology foresight of market

needs protecting core IP

Reporting toolsVisionary

Guidelines for filing

Standard tools and proced.

Revision of portfolio FoOperation

No infringment

Patent on demand

Strong evaluation phase

Proactive Licensing

Integrate

Profit center

Cost center

Defensive

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IP exploitation

Pre-competitive agreements with SME partners:

Development agreement

Letter of Intents

License

Spin-off

- developing idea into test product

- engineering the product/production

- exclusivity in negotiation while evaluating the

potential market (i.e. paid option)

final

agreement:

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Developing a spin-off IP strategy

Freedom of Operation• pre start-up State of the Art Research• set up IP portfolio• check after 12 months from priority• validate after 18 months from priority

Assets• aggressive market share attitude• aggressive competitors attitude • > value of the company

Marketing • > brand value

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Facts and Figures 1

Time and cost of IP Expolitation activity

IP/ time value know how income income

Licensing out 1 (33%) Medium (24m) Medium (32k€)

Licensing to spin off 0,5 (7%) Long (43m) Med-High (62k€)

Department exploit. 0,1 (10%) Short (12m) undirect

Image 10 - -

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Facts and Figures 2

“Export Strategies”

University licensees

IT, FR, DE, Pol, Slo, ES, CZ, US, CAN, China

From Multinational to SMEs

Spin-off patent portfolio

6 spin-off

22 international patents

US, CAN, AUS, JP, EP, DE, UK, ES, FR, CH, SW

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Grazie!

Ing. Giuseppe Conti

TTO Manager

Technology Transfer Office

Politecnico di Milano

Tel. +39-02-2399.9232

E-mail [email protected]