Identifying a Potential Client and Understanding Their Needs
AIM
To help academics, research students and support staff to approach, engage and understand the needs of an external organisation which may lead to commercial opportunities for the institution.
LEARNING OBJECTIVES
- Recommend plans to protect and exploit intellectual property
- Plan to bring new IP to market
- Assess your competitive position
- Evaluate benefits for potential clients
- Select potential clients
- Initiate a commercial relationship
- Evaluate customer needs
DURATION
1 day
WORKSHOP CONTENT
Managing intellectual property
- Why build commercial partnerships?
- Identify, protect, exploit and defend intellectual property
- The Commericalisation Continuum
- Managing opportunities: capability and capacity
Identifying your commercial advantage
- Competition and your unique offering
- How to avoid working for free
- Why people buy: the importance of the call to action
Selecting your clients
- The partner search: networking and Communities of Practice
- Identifying target audiences
- Reputational due diligence
Making the first approach
- Establishing credibility
- Making first contact
- Building rapport
- Understanding client needs
© Andrew Corcoran, 2022