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Session 4: Vision Meets Reality

Commercialising University Research - Lab bench to market success, where are the bear traps?

Session details

Date: Tuesday, 12 May 2015

Location: Building 8, Room 211, ECU Joondalup Campus


  • Professor Robert Newton, ECU Health and Wellness Institute
  • Professor Margaret Jones, Director, ECU Office of Research and Innovation
  • Dr Shai Vyakarnam, Cranfield University [UK]

Registration: Required

Session schedule

5:00pm Registration & Networking

5:10pm Welcome & Session Introduction

5:15pm Speakers and Q&A

6:35pm Networking with drinks & canapés

7:15pm Close

Session content

Session 4 looks at how an original business vision needs to meet with reality when taking a novel technology from the research lab to market, and how the founding entrepreneur needs to be committed to their vision for a business, but also be open to considering and accepting feedback / constructive criticism.

This session focuses on the ‘how to’ of taking novel university technology to market through a clearly defined commercialisation process. An academic presenter will describe the tools that can be applied to understand the industry dynamics and the new technology market positioning, along with the due diligence process that will be applied to analyse market opportunity, business strategy, competition, customers and the team employed to take the technology to market. An industry speaker will utilise a case study to cover the process and stages of development when getting technology from the university and into a spinout company.

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