Technology by itself does not guarantee financial success or rapid transition from laboratory bench to application. Marketing is required to move an innovation with commercial potential or value to consumers and purchasers.
Marketing strategy is based on the answers to these questions:
What problem does the technology solve?
What group will benefit most from this technology?
What firms would be most appropriate to make, distribute and sell this technology?
Who are the key influential people in each segment or industry that the technology touches?
As a partner in the technology transfer process, ICM Advisors can help identify target firms and key contacts to optimize and enhance the marketing process through:
Business databases
Investor contacts
Publication in scientific journals
Conference listings
Internet promotion
Industry and trade newsletters
Sets or bundles of technologies under a common technology/scientific fieldare identified and included in business executive summaries to be introduced to potential licensees. Once potential licensees are identified, due diligence must be done to investigate each firm's background, experience and track record. Once a potential licensee has been analyzed, ICM provides the firm with a term sheet that describes the basic policies and requirements to be met to proceed. This initiates the negotiation process.