Case History 0208

Accelerating Commercialization of a New Membrane System Technology

This Client-written case study was prepared by the Vice President New Business Development of a multi-billion euro Materials and Process Company for presentation to members of his Executive Committee. The presentation was made upon completion of their first Summit System Program. The Client "tested" the Summit System methodology to determine its utility with this and other new and "undercommercialized" technologies and intellectual property assets... i.e. a "pilot run" of the ISIS system. Additional Summit Systems were commissioned thereafter.

Following is his presentation to his Executive Committee:

Highlights of the ISIS Membrane Technology Pilot

• Assessment of the business opportunity based on the ISIS process suggests it is at least large enough to be interesting as an incremental corporate new business. Modules were selected over systems as the saleable product.
• The viability of positioning us in VOC's from water for environmental and chemical processing applications was confirmed.
  • Process industry applications appear commercially stronger, particularly beverages.
  • Environmental is likely to be more cost sensitive and difficult to penetrate. There are a number of well established technologies in this conservative market.
  • Value of recovered product is a key economic factor. Value tends to be higher in process versus environmental.
• 8 out of 14 Summit Panel companies are interested in pursuing near-term applications of our new Membrane Technology.
  • Some modules only, some turn key systems.
  • At least 2 potential alliance partners emerged.
  • Five company visits are planned before (stage) gate 3.
• The Summit conference surfaced and/or clarified several commercialization issues.
  • Chlorine cleaning in food processing.
  • Pretreatment perceived to be a problem with any membrane technology.
  • RO is a competitor.
  • Environmental market and regulatory agencies are heavily populated with civil engineers who prefer well proven methods.
• Summit Panelists tended to be technologist/top management delegates. ISIS felt the nature of the Technology contributed to this, as the expertise and influence resides on this level.
• The ISIS Program hit the 5 month target (22 weeks) and was on budget.

Conclusions and Recommendations

• The ISIS process is a cost-effective way to accelerate commercialization
• From my point of view, it is a good option for projects with the following characteristics:
  • Numerous applications and markets envisioned, ie. a market or applications cluster.
  • Markets/customers are relatively unknown to us or we wish to be anonymous for easy exit.
  • Team and management is open to new thinking and hearing the market.
  • Experienced, cohesive team of adequate size -- cross-functional decision makers and key resource people.
  • Near-term scaleup path in view.
• We need to make the leadership aware of this option (the Summit System) &endash; The Project's Team Leader could conduct seminar(s) with Directors? Managers? Other Team leaders? Make it part of our education process?

What makes the ISIS process work?

The key is engagement of potential customers at a level or delegated by a level of the organization where focus on the future and an ability to commit resources resides. We typically interface with the researcher level.

ISIS brings the following!

Systematic approach/process to efficiently move through all the "stuff" one needs to in a compressed time frame. Like a harbor pilot!

• Skills at accessing and enrolling the customer
• Customer/market perspective
• Blank sheet of paper about the technology
• Organization, documentation, and facilitation skills and tools

Some side benefits

ISIS displays and fosters extraordinary discipline.

• Detailed written work plans/passion for documentation
• Set expectations for follow-through
• Sense of urgency/commitment to the project
• A good experience for our team

The process worked as advertised! A powerful approach to jump-starting commercialization.

 

 

 

 

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