WBI Market Driven Commercialization

Technology Development-Commercialization Project
The Dayton Metro Plan for Economic Diversity
DoD OEA Grant DD1452-15-01
Copyright © by Wright Brothers Institute 1 Mar 2016 1
This study was prepared under contract with the Wright State University, Ohio, with financial support
from the Office of Economic Adjustment, Department of Defense. The content reflects the views of the
Wright State University and does not necessarily reflect the views of the Office of Economic Adjustment.

Gatorade Video

Copyright © by Wright Brothers Institute
1 Mar 2016
3
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Dr. Jason Heikenfeld, UC
Dr. Joshua Hagen, AFRL
2016
2013

1 Mar 2016
4
Dr. Jason
Heikenfeld, UC
Dr. Joshua
Hagen, AFRL
2016
2013
Hi-Velocity Innova0onLean Start-Up
Market Demand
Market Driven
Commercializa on
Process
Wright
Brothers
Institute
SPGlobal Paraclete

1 Mar 2016
5
November 2013- August 2014

1 Mar 2016
6
Market Analysis
Dr. Jason
Heikenfeld, UC
Dr. Joshua
Hagen, AFRL
2016
2013

1 Mar 2016
7
Solution Concept
Dr. Jason
Heikenfeld, UC
Dr. Joshua
Hagen, AFRL
2016
2013

1 Mar 2016
8
Founder
Dr. Jason
Heikenfeld, UC
Dr. Joshua
Hagen, AFRL
2016
2013

1 Mar 2016
9
Development Team
Dr. Jason
Heikenfeld, UC
Dr. Joshua
Hagen, AFRL
2016
2013

1 Mar 2016
10
Licensing Agreement
Dr. Jason
Heikenfeld, UC
Dr. Joshua
Hagen, AFRL
2016
2013
Licensing Agreement

1 Mar 2016
11
Minimally Viable Product
Dr. Jason
Heikenfeld, UC
Dr. Joshua
Hagen, AFRL
2016
2013

1 Mar 2016
12
Possible Channel Partners
Dr. Jason
Heikenfeld, UC
Dr. Joshua
Hagen, AFRL
2016
2013

1 Mar 2016
13
Dr. Jason
Heikenfeld, UC
Dr. Joshua
Hagen, AFRL
2016
2013
Business Model & Investor Deck
Investor Deck

1 Mar 2016
14
September 2014 - Today

1 Mar 2016
15
Investment
Dr. Jason
Heikenfeld, UC
Dr. Joshua
Hagen, AFRL
2016
2013

Dr. Jason
Heikenfeld, UC
Dr. Joshua
Hagen, AFRL
2016
2013
Product Development
Air Force
Research Laboratory

Still Ahead … Product Launch
Dr. Jason
Heikenfeld, UC
Dr. Joshua
Hagen, AFRL
2013

Our team mentors your team…
from concept to market launch
WRIGHT
BROTHERS
INSTITUTE

Baseline Market-Pull Commercialization Process
Market
Opportunity
What you get from us
•Market Deconstruction
•Market Pain Points
•Technology Disruptors
from Fed Lab IP
•Concept Development
•Potential Customers
•Initial Market Viability
assessment-go/no go
What we need from you
•Technology Capabilities
•Level of interest in that
market opportunity
Mature Concept
•Team building for concept
•Draft term sheet
•IP Strategy & Assessment
•Business Canvas
•League of Users feedback
•Technology viability for the
MVP
•Letter of Intent for 5%
revenue share
Lean Start-Up
(Seed Funding)
•Team Agreements
•Market Channels
•Business Mentoring
•Introduction to right Capital
•Prime Client Commitment
•Team Commitments
•MVP development
•Teamwork
Market Launch
(Series A Funding)
•Transformational Corporate
formation (if needed)
•Assistance with Reference
accounts and market
launch (fee for service)
•Connections for next
product
•Management of new
corporate venture
•Launch product into market
In-Kind commitment at these stages
Increasing levels of commitment and involvement
~2 Mo. ~4 Mo. ~12-18 Mo.

Where We Are
Assess
Commercialization
Process
Develop Market
Driven Process for
Dayton Region
Market Deconstructions
Pilot
Project 1
Project Opportunity Evaluations
Pilot
Project 2
Pilot
Project 3
Pilot
Project 4
Sustained
Engagement
Report Delivered
We are here

Pilot Projects in 4 Market Areas
Over the Next 16 Months
• Precision Agriculture
• Energy
• Human Performance Enhancement
• Environmental Monitoring

Opportunities to Participate
Opportunities to partner: Prime client, team member or network support member
Prototype
builders
Workforce
Developers
Accounting
Attorneys
Manufacturers
Marketing
Branding
Investors
Sales
Market
Assistance
Prime Client Team Members
New Venture

Questions

Dramatic change in Precision Ag
Blue River Machines
Blue River Technology Raises $17 Million in Series B Funding
“plant-by-plant care”.
40 Acres treated per day by one machine
Vision: to make farming more
sustainable through robotics and
computer vision.
Value: We start with problems
farmers are facing today, and deliver
rugged machines that are field-ready.
Jorge Heraud
Lee Redden
Lee Redden

Current Market Investment in
Precision Agriculture
Rob Leclerc, AgFunder CEO, writes:
“Gone are the days when agtech
encompassed simply seed genetics and
biofuels. Today, agtech is being driven
by a confluence of technologies …We
continue to believe that agriculture
industry is proving to be an
excellent first market for many of
the most exciting technology
developments because there are
still so many problems to solve.”
Global investment in agriculture and food tech startups
nearly doubled to $4.6 billion across 526 rounds of financing

Precision Ag impacts

Farmer Agriculture problem areas
Precision Agriculture
What to control for Max Profit
What & When
To Plant Water Weeds Insects When & how
to Harvest
Sunlight
Mitigate
Risk
Soil
Weather
Fungus
?
When to
sell

Hydroponic Lettuce factory
Automated Seeding and harvesting system
Fully protected from weeds, insects, storms,
Systems are available for automated farms in any climate.
Lower transport cost since grown near the market.
Automated Greenhouse Vertical Farming
Growponics Terrasphere
100 to 1 yield per ft21/10 of fertilizer per plant

Robust Network is Key
Hitchhikers Guide to Dayton Tech & Startups

Next steps for you
Blue paper
Technologies or Concepts

The Blue Paper Won’t
Make You Blue
WBI is excited to hear your
concepts on how to solve the
market challenge listed in the RFI
you’re responding to. Please
understand that this is NOT a
unidirectional process. Once you’ve
taken this first shot at
communicating, we’ll engage in
dialog with you to better
understand, refine, and protect the
concept. So answer the questions
succinctly and without anxiety.
Let’s do this thing.

Its Simple
• Nearly every market need requires multiple technologies,
working in symphony, to create a real, order-of-magnitude
solution.
• To help us find these synergistic approaches, we ask common
questions that allow us to compare “Apples with Apples.”
• We’re looking for “Prime Clients” and “Team Members” for
these Solution Teams.
• Answer Questions Like:
– How can you collaborate with other innovators?
– What is your technical approach?
– How long do you think it will take to develop?
– What level of development have you already achieved?
– What is the “competition,” – what will make your approach fail?

Two Kinds of Blue Papers – One Template
• General – An open request to submit concepts whenever
on whatever. Today is such a General Call for Blue Papers.
• Specified – When you’re a part of the WBI Technology
Consortium (join for FREE), you’ll get occasional Requests
for Innovation (RFI) that are specific to a needed
technology to fill a missing “puzzle piece” in an overall
solution approach.
– Download the Blue Paper Template from the WBI website and
email to:
• Craig.Steffen@WBI-ICC.com or Bob.lee@wbi-icc.com
– If we need to get more specific, we have a simple bi-lateral NDA

Opportunities to Participate
Opportunities to partner: Prime client, team member or network support member
Prototype
builders
Workforce
Developers
Accounting
Attorneys
Manufacturers
Marketing
Branding
Investors
Sales
Market
Assistance
New Venture

Handouts
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35
Handouts available on WBI website
WBI Commercialization website
This Collider presentation
OEA report “Baseline Market-Pull Commercialization Model: A
Commercialization Model to Transform the Dayton Region
Economy”
Blue Paper template
Market Prework (Concept stimulus packet) for Precision Agriculture
Agriculture Challenges
NDA agreement with WBI for commercialization
Tech Consortium
If you want to be part of the Technology Consortium drop your business
business card in the bowl or talk to any of the WBI team

1 Mar 2016
36
Extras

Baseline Market-Pull Commercialization process
Market
Opportunity
1. Market
Deconstruction
•Functional
Deconstruction
•Find pain points
2. Find Technology
Disruptors
•Federal Lab IP
•Colliders
3. Develop Concepts
•Combine Technologies
•Develop CONOPS
•ID Potential Customers
4. Initial Market
Viability
•Market Survey
•Go/no Go
Mature Concept
5. Build Business
Team
•ID Prime Client
•Team Participants
•Suppliers, Sales Channel
•Draft Term Sheet
6. Business Canvas
•Secure IP & Strategy
• Addressable Market
• Quantifiable Benefit
• Barriers to Market
7. Market
Assessment
•Define MVP & dev cost
•Convene League of Users
•ID Reference Accounts
8. Investment
Decision
•Go to market options
•Pro Forma
•Investment summary
Lean Start-Up
(Seed Funding)
9 Establish Company
•Finalize Team
Agreements
10. Value Creation
Forum
•Finalize design for MVP
from input from users
•Establish market channels
11. Prototype
•Build and test MVP
•Test with Select user
group
12. Finalize Go-to-
Market Plan
•formalizes agreement
with suppliers and market
Channels
• Secure IP
13. Investment
Decision
•Pro Forma
•Investment summary
Market Launch
14 Market Launch
•Finalize sales with
reference accounts
•Production ramp-up
•Finalize sales team and
office operations
10. Next Product
•Next Gen Improvements,
•AFRL CRADA, or New IP
management (if needed)
•Plan for market
expansion

Hi-Velocity InnovationLean Start-Up
Market Demand
New Venture
Our Team Guides and
Mentors Your Team from
Concept to Market Launch Your Team
WRIGHT
BROTHERS
INSTITUTE

WBI Tech Commercialization
Objective
Why are we doing this
to provide additional entrepreneurial support for AFRL and other National labs
to encourage economic viability in the region
We want to harvest the great intellectual Capital in the region
How will we do this
We developed a Market-Pull Commercialization Model to reduce the risk for
technologists and investors
We will pilot this on four markets to generate new marketable products
We want your participation
Novel capability that could effect any of these areas (does not need to be fully
formed concepts)
Are hope is to develop viable concepts that can profoundly impact the market
It is our hope to develop teams to take the viable concepts to market

Questions
Precision Ag is a good market to start with for the Dayton
region
A market has to be broken down to addressable
problems that need solving
We are building a network of creativity and enthusiasm
to connect your technology to any of these market needs
We are looking for technology options than can be built
into concepts to solve these needs in an affordable way

WBI Market Driven Commercialization

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