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Commercialising Science and Technology-enabled Innovation

The Workbench

The Cartezia Workbench is designed as the practical Digital Companion to Camels, Tigers & Unicorns: it provides a comprehensive set of tools designed to support and accelerate commercialisation journeys for science and technology innovation-enabled firms.

The Workbench provides frameworks, models and detailed case studies from a wide range of firms covering twelve different market spaces: media and entertainment; telecommunications; software, systems and computational tools; electronics and computing hardware; aerospace engineering; automotive engineering; oil and gas engineering; healthcare services; red, white, green and blue biotechnology; energy and lighting; financial services; and education, skills and training.

The components of the Workbench include:

  • Overall Commercial Overview: The Commercialisation Canvas, the Triple Chasm Maturity Model and the Portfolio Mapping Tool.
  • Proposition Framing and the Competitive Environment: Framing Tools and Approaches, Competitor Mapping, Partner and Supplier Mapping, and Mapping Regulatory Constraints against the value chains.
  • Customer Definition: Customer Typologies and detailed ways of looking at Consumers, Business Customers, Governments as Customers, and Affinity & Knowledge-centric users; also included is a tool for Market Sizing.
  • Distribution, Marketing and Sales: Go-to-Market challenges, comparing Channels to market, the modified 7Ps model for Positioning, Branding and Promotion, and a tool looking at Service-centric Delivery.
  • Commercialisation Strategy: The Strategic Ecology, our new dynamic approach to strategy development, changing strategic priorities across the Chasms, and managing disruptive changes.
  • Business Models: Business Model Architecture and Deconstruction, Model types vs Revenues, Models vs Market spaces, and Business model metrics for different types of models.
  • Intellectual Property Management: Key IP issues, typology of IP for technology firms, managing IP Maturity, and IP differences across different market spaces.
  • Manufacturing and Assembly: Manufacturing deconstruction, Scaling Challenges, Process Innovation Typology, and Integrated Manufacturing and Service Delivery Models.
  • Product and Service Definition and Synthesis: Approaches to Synthesis, Voice of the Customer approaches, Technology Mapping, Creative Synthesis techniques, the Proposition Framework for proposition de-construction and defining the Wider Service Envelope.
  • Technology Development and Deployment: Technology Commercialisation Options, Base vs Application technology mapping, Technology Platform Definition models, Application tools vs Value chains, Product and Service definition models and Technology Deployment Options.
  • Talent, Leadership & Culture: Human Capital Management, Talent and Team Profiling tools, measuring Entrepreneurial Intensity, Organisational Structure & Management Models, Leadership Models, and Culture Webs.
  • Funding & Investment: Comparison of Funding sources, Funding Tactics, early stage Funding Options, Understanding Venture Capital, Customer Funding techniques and Approaches to Valuation.

The Workbench is designed to support a wide range of firms at different stages of maturity in their commercialisation journey: Entrepreneurs with innovative technologies, early-stage firms, small and medium size firms, and larger established or mature firms.

Intervention Agencies can use the Workbench to create new forms of intervention aligned with strategic and financial objectives and priorities. Suppliers of Services, for example mentors and advisors can also use the Workbench to provide value-added services to their customers more effectively.

Investors can use the Workbench to better understand the investment opportunities and risks and make structured data-driven decisions.

Policymakers can use the Workbench to understand where and how to intervene in their broader objectives, in particular the creation of new national industrial strategies.

02 Mar 2017