Hothouse/Programme
Interaction
Learning Outcomes, Value
Creation & Value Capture
WE HELP …
DIT Researchers
Businesses
Entrepreneurs
Investors
What is Hothouse?
The Technology Transfer & Innovation Centre at DIT
Commercialisation Team
Incubation Team
•
Helps DIT staff and students
commercialise their IP
•
Helps entrepreneurs to start and
grow businesses
•
Helps businesses find new
technologies, research partners
•
Helps investors find HPSUs
•
Hothouse EPP supports 32
companies annually
•
Typically ICT focus, some Life
Science, Bio, CleanTech
•
Develop research funding
•
Qualifies the commercial
opportunity for DIT technology
•
Protects DIT IP
Hothouse - Incubation
Enterprise Support Bodies
 1 – 10 employees
 10 + employees
 Funding
 Early stage funding
 Soft supports
 Equity investment in
High Potential Start-Ups
(HPSUs) if ...
 No export requirement
 Enterprise culture ...
 Export focused
 10 jobs
 €1m in 3 years
Hothouse Funded by
 Programme is a feeder for EI HPSU
companies
 HPSU = matched investment from EI &
VCs/Angels
 EI Development Advisor appointed to help
mentor Pre-HPSU company
 DA has +18 clients at any one time
 EI actively funds VC funds also
Hothouse Venture Programme
 Established 2001
 A one-year incubation programme for early stage
technology focused businesses
 Aim to produce prospects for Enterprise Ireland
 Based at Docklands Innovation Park (Bolton Trust)
 Now on Hothouse 21!
 300+ Hothouse alumni & participants
Start-Up Cycle
Conceptualisation
Start
Validation
Feasibility
Resourcing
Resourcing
End
Implementation
Consolidation
Growth
The Research Cycle
Conceptualisation
Start
Validation
Feasibility
End
Resourcing
Resourcing
Implementation
Consolidation
Growth
Hothouse - Commercialisation
2009
2010
DIT Mainstream Programmes
Supporting Venture Creation and
Commercialisation
MSc Business & Entrepreneurship
MSc International Business
MSc Strategic Management
MSc Technology Management & Innovation
(Part time)
‘The Method’
Value creation
Portfolio of Techniques to practice entrepreneurship
Entrepreneur, team, and firm
Serious games,
observation, practice, reflection, cocurricular, design
Practice,
Self-knowledge, fit, action, do-learn, cocreation, create opportunities,
expect and embrace failure
Action
(Neck, Greene (2011))
Effectuation
What makes entrepreneurs entrepreneurial?
• Bird in the hand
• Affordable loss
• Leverage contingencies
• Patchwork quilt
• Control v Prediction
The future is neither found nor predicted but rather
made
Effectual v Causal reasoning
(Sarasvathy (2008))
Hothouse success stories
www.movidius.com
www.equiendo.com
www.TCASonline.com
www.smartwallpaint.com
www.AirmidHealthGroup.com
www.MicksGarage.com
www.Propertygate.ie
Evaluating New Technologies
Most basic = is it a license or spin out?
License = enabler, relatively small market, single technology
Spin out = platform tech, large market, problem to solve, possibility
of a team
IP – prior art? Strength of patent?
Outcome is a Feasibility Study, after
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Initial patent search
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Initial market research
Feasibility Study?
Market Side Analysis:
•
Validation of proposed market (are there others?)
• Market assessment – define addressable and primary attitudinal
survey
• Define Key Geographies; Proposed Market Segments; market
size and growth projections
•
Industry trends
•
Competitor analysis – SWOT analysis
•
Potential Business Models
•
Customer / User Questionnaire / Interviews
•
Estimated sales per year
Feasibility Study, con’t
Production Side Analysis:
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Depends on validation of perceived market
•
Define key production & scaling parameters
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Review existing process &/or research results
• ID Industrial scaling requirements to meet estimated sales
volumes
•
Value chain analysis – insource / outsource etc
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Cost analysis; fixed costs, operational costs, ROI etc
•
Regulatory environment – marketing, gov. Standards, changes
•
NOW – Define the Business Case
Technology Options / www.hothouse.ie
A Nutraceutical Seaweed Drink
Under Life Science
5x levels of bioactivity = weight loss / health drink
Extraction from an abundant resource
Extraction method patented (PCT)
1. Define the market need
2. Define the size of the opportunity
3. License or spin out?
4. Marketing / Sales plan
Technology Options / www.hothouse.ie
Audio Thumbnail
Under ICT
Automatically creates a thumbnail of music
Picks out the chorus – in a song, album, or library
Extraction method patented (PCT)
Social Media plug in application
1. Define the market need
2. Define the size of the addressable market
3. Define the business case for a start up
4. Analyse revenue models
Technology Options / www.hothouse.ie
ProjecTable: an interactive digital interface
Under ICT
Analyses the point of touch on a surface – projection & sensors
Research into the interface market shows it is crowded
Novelty is the point of touch software – Method patented (1st File)
Applications in signage or ambient media??
1. Define the market need
2. Find a problem (Innovation push)
3. Define the size of the opportunity
4. Licensee opportunities?
5. Industry interviews
Technology Options / www.hothouse.ie
Crypstic: an novel encryption software
Under ICT
Creates a multi-algorithmic keyless encryption
Pen drive – just a platform, taking a cloud based approach
Novelty is know-how
1. Define a niche high value (B2B?) application
2. Define the size of the opportunity
3. Define the customer need?
4. Licensee or spin out?
5. Business case
Technology Options / www.hothouse.ie
Audio
Data protection
Under ICT
Creates a digital watermark which lives in an audio signal
Applications in the music / download copyright space
Regulatory applications?
Novelty is know-how
1. Define the application / problem
2. Define the size of the opportunity
3. Define the customer need? Who pays?
4. Licensee or spin out?
5. Business case
Technology Options / www.hothouse.ie
Audio
Data protection
Under ICT
Creates a digital watermark which lives in an audio signal
Applications in the music / download copyright space
Regulatory applications?
Novelty is know-how
1. Define the application / problem
2. Define the size of the opportunity
3. Define the customer need? Who pays?
4. Licensee or spin out?
5. Business case
Technology Options / www.hothouse.ie
Pressure or Humidity sensitive Hologram
Under Industrial
A novel holographic polymer
Can be individualised, show pressure points, change with humidity
Applications in instrumentation space
IP Patented (series of patents)
1. Define the size of the opportunity
2. Define the addressable market and segments
3. Define the customer need? Where is the problem acute?
4. Licensee or spin out?
5. Business case
Technology Options / www.hothouse.ie
Laser Doppler Vibrometer LDV
Under Industrial
Uses holographic optics
Much lower cost than traditional models
Applications in instrumentation / industrial measurement space
1. Define the addressable market and segments
2. Define the size of the opportunity
3. Define the customer need?
4. Licensee opportunities?
5. Industry survey
Technology Options / www.hothouse.ie
Wind and wave estimation software
Under Clean Tech
Uses a novel formula to better estimate wind velocity
Size, velocity, topography all impact location of wind farms
Applications in consulting / software space
1. Define the market size
2. ID the key players in the segment
3. Quantify the value proposition - B-C2 =V OR B-(C+I) = V
4. Industry survey
Technology Options / www.hothouse.ie
Production analysis in Fermentation process
Under Industrial
Uses novel technique based on fractal analysis - know how
Optimises fermentation process
Automated analysis of digital images
Could be delivered via software system
1. Analyse the size of the problem
2. Define the sectoral applications; brewing, pharma, etc
3. Recommend a high value niche
4. Delivery - License or spin out?
5. Industry survey
Technology Options / www.hothouse.ie
Stegocrypt: e-document authentication
Under ICT
Allows for authentication of e-documents, steganography
Image encrypted and embedded in document
Application education, security, etc (e.g. Diploma)
Novelty is know-how
1. Define the sectoral applications
2. Define a value of this sectors – size of the problem?
3. Define the addressable market
4. License or spin out?