2005 Annual Conference Amsterdam

[edit] MARKETING TECHNOLOGIES - I
Setting the strategy

[edit] EXPLOITING EXPERTISE

[edit] EXPLOITING TECHNOLOGY

You receive a disclosure for a apparently promising invention - your task (in teams) is to identify and report back on the best application for the technology and to assess market potential.

Jeff Skinner Commercial director, UCI, United Kingdom

Inventors are sometimes very effective at taking the lead in commercialising their own inventions. They can be highly effective. We learn from an academic who did so and explore the advantages and pitfalls of mobilising and supporting inventors who take on this role.
Jean Pierre Saintouil, Director Technology Transfer Office Institute Pasteur, France
Julie Grady, Hewlett Packard, United Kingdom

Establishing inventorship may seem straightforward but it often isn’t – and TTO’s can meet with resistance when they try to establish who contributed to an invention and who may part-own it. Yet it is essential to find out prior to licensing. Here we draw on the experiences of a TT manager and understand the position of industry when they in-license IP.
Francois Thomas, Venture Partner, Atlas, France
Jens Damsgaard, Head of Office, University of Southern Denmark

[edit] MARKETING TECHNOLOGIES- II
Testing the market

[edit] EXPLOITING EXPERTISE

[edit] EXPLOITING TECHNOLOGY

The importance of market testing – both in assessing the value (if any) of the technology and identifying potential licensees. Finding and How to find potential licensees Targeted marketing. Educating and enthusing potential licensees.
Chris Purdon, Partner, InnovOx Ltd., United Kingdom

Many university spin-outs are based, not on patent, but on expertise. These businesses may take years to build – but if managed professionally they can be as valuable as any venture capital backed business – and more robust. In this session we look at how to identify and nurture such businesses.
Barend Mons, Associate Professor in Bio-Semantics, University Rotterdam & Adviser to Collexis, the Netherlands
Joaguim Menezes, President of ISTMA Europe and President of Centimfe, Portugal

Licensees have a legitimate need to see all our confidential information before they are willing to enter into a license agreement. How should we protect such information during negotiations?
Karen Hersey, Visiting Professor of Law, Franklin Pierce Law Center, USA

[edit] MARKETING TECHNOLOGIES- III
Turning interest into commitment

[edit] EXPLOITING EXPERTISE

[edit] EXPLOITING TECHNOLOGY

When to stop talking about the technology and start talking about the deal. Testing commitment, assessing the potential value of the deal. Creating a deal structure that delivers value to both parties.
Ian Hardie, Associate Dean, Executive Education, London Business School, United Kingdom

All universities allow – and some actively encourage - academics to consult. This can be a great way of building relationships with SMEs and multinationals alike. How do we build a strong – and profitable - consulting activity within a university?
Paul Docx, Imperial Consultancy Ltd, United Kingdom
Lars Landberg,Head of Research Programme Risø Laboratory, Denmark

We would all like ‘our’ academics to be more commercially aware. Several universities have built ’new venture development’ programmes specifically for academics. We discuss the structure and value of such programmes
Jonathan Levie, Director of the Hunter Centre for Entrepreneurship @ Strathclyde, United Kingdom
Jeppe R. Jessen, Sr Manager Business Development, Risø Laboratory, Denmark

[edit] OPENING PLENARY

Richard D. Lewis,, Chairman Richard Lewis Communications, United Kingdom, Understanding cultural differences during a negotiation

[edit] MARKETING TECHNOLOGIES- IV
Closing the deal

[edit] EXPLOITING EXPERTISE

[edit] EXPLOITING TECHNOLOGY

Viewing licensing from the sales perspective – understanding customer needs, sensitizing the customer to the benefits of your technology, advancing leads and closing deals.
Lou Berneman, Managing Director, University of Pennsylvania, USA

Companies have employed Business Development Managers (BDMs) for decades – but the role is a relatively new one within universities. It is not an easy or well-understood role within a university. Two experienced BDMs discuss their roles and the peculiar challenges they face.
David Chapman, Director Centre for Enterprise and the Management of Innovation, UCL, United Kingdom
Martin Raditsch, Head of Business Development, EMBL-EM, Germany

Royalty rates – we all know the theoretical approaches to valuing technologies – but ultimately technologies are only worth what licensees are prepared to pay for them. What are the typical royalty rates for different technologies at different stages of development?.
Christopher D. McKinney, Director Office of Technology Transfer & Enterprise Development and Lecturer Electrical Engineering & Computer Science, Vanderbilt University, USA
Martin Hardens,Vice President Royalty Pharma PRCE, the Netherlands

[edit] MARKETING TECHNOLOGIES- V
Dirty little tricks in licensing

[edit] EXPLOITING EXERCISE
Market /

[edit] EXPLOITING TECHNOLOGY

A light-heated look at the tactics people use in negotiations – both consciously and unconsciously. How to react to and defend yourselves from them.
Robert McWright, Executive Director, University of Pennsylvania, USA

Two case studies of successful alliances between universities and companies in two very different sectors – the automotive and biotech industries.
Sverre Horntvedt, Director SensoNor, Norway
André Choulika CEO Cellectis, France

A ‘cradle to float’ success story of a technology-based spin-out from a Dutch university who did a successful IPO in 2000.
Dinko Valerio former CEO Crucell, The Netherlands

FINAL SESSION : Debate

The power of networking
ASTP recognizes the importance of strong national Technology transfer networks. In this session we invite the Presidents of a number of European and US Technology Transfer Associations to discuss – in open forum – which of their activities are most (and least) valued by members and the impact that such networks have on enhancing Technology Transfer.