Carla Mascarenhas of UTAD recently completed a two-month U.S.-based internship with Sean Thompson at South Texas Technology Management (http://www.utsystem.edu/sttm/index.shtml). Also during her two-month internship, Carla performed a technology and market assessment of New Agglomerant for Wood Particles working with Cliff Zintgraff, Program Manager from UTEN UT-Austin. Two steps were performed. In the first, a 4-8 hour RapidScreen was performed to assess categories of readiness related to the technology, technology team, institution, and market. The RapidScreen identifies issues in the readiness of the technology, institution, or team to move forward with the technology, evaluating both the technology, and also the infrastructure required to advance commercialization. The second step, the MarketLook, was a 40 to 60 hour assessment of the market size and opportunity, with a focus on the U.S. market. The goal of this step is to uncover the “voice of the market” with respect to the technology, so that the TTO can work with the inventor to negotiate a license, form a spin-off, create research, development and sales collaborations, and/or address shortcomings that are barriers to market acceptance. The MarketLook process uses as its main research method primary interviews (phone calls, in-person interviews, and email exchanges) with potential customers, end users, partners and other expert validators in the technology’s target market/s.
The RapidScreen assessment results were generally positive, characterizing a good infrastructure to support commercialization efforts, but there were surprising findings regarding existing agreements that led to a strategy review. Using the technology description developed and techniques trained during the internship, three core market interviews were secured, including one with the Director of Technology for a large wood products manufacturer, an industry association Certification Director, and a prolific industry journalist. These interviews defined in great detail exactly how the market views the technology and what characteristics of the technology matter most.
Carla will be taking these lessons back to UTAD: “With the RapidScreen and MarketLook and UTEN training, regarding the technology in study, we were able to see the very real need for a product like New Agglomerant for Wood Particles in the market. We also learned that our office and our researcher still have work to do to be successful in the market, especially with respect to understanding the cost of production, and the prices we can expect the market to pay. We will need to do these things in order to have a more concrete answer from the companies we contacted, especially from one company in particular who showed real interest in our technology. Overall, the tools and lessons learned will help the UTAD TTO make better choices about the technologies to pursue for commercialization. Since the RapidScreen uncovers the status of the technology and research team support, and the MarketLook uncovers the market’s opinion of the technology, these two methodologies are very useful when we want to extend patent protection to PCT or European Patents.”














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