This document summarizes three different approaches to incubators in Morocco, including cases from the Al Akhawayn University Incubator, Casablanca Technopark Incubator, and Marrakech University Incubator. It discusses the promoters, targeted clients, competitors, pricing structures, services offered, staffing, and promotional strategies of each incubator. It also provides diagnoses of each incubator from 2008, noting challenges around financing, business assistance, legal frameworks, expertise in intellectual property, research activities, and autonomy from university systems. Action plans from 2008 aimed to address issues like setting up seed capital funds, building academic partnerships, and creating more independent incubator structures.

1. Réseau Maroc Incubation et Essaimage
Morocco Incubation and Spin-off Network
Different Approaches to market Incubators
&
3 Moroccan cases
Riyadh International Forum On Incubation
Prepared by : Ilyas AZZIOUI Riyadh : 16-19 March 2009
Coordinating Cell

2. Background
s
ersitie
n Univ
r occa
eof Mo 2007 
l r ol
no mica Turning point:
o -eco RMIE: missions &
a soci 2004
structure?
ds
Towar 
Effective start of MISN
2002
2000 
1999 Authorities + France (FSP) : National pgm of
 technology transfer (IMIST, RDT, RGI et MISN)
Charte COSEF LAW 01-00
Rapprochment University- Role of the university in
entreprise :priority the dvlpt of the country

3. MISN
Funders et pilots :
- Ministry of Higher Education
- Ministère of Commerce et Industry
- CNRST (Coordination of the
network)
- SCAC (France)
Training & Expertise :
PFinancing
- Association R&D Maroc
- FBPCE (Popular Bank Foundation) MISN - Seed Capital Sindibad
- OMPIC
(IPR)
6 Incubators

4. MISN
International Vision to technology Financial support to the projects
transfer & Incubation Policy hosted in incubators (members of
  MISN)
Development of innovative start-ups Raise awareness about innovation
& spin-off creation in Morocco & entrepreneurship
 MISN Missions 
Training of human resources involved   Professionalization of incubators
in the emergence of spin-offs Promoting Best Practices

5. Marketing of incubators
Moroccan Cases
Casablanca Technopark Al Akhawayn University Marrakech University
Incubator Incubator Incubator (IN MA)
- Company: 35% Public Private University (Non profit Public University
65% Private (for profit organization)
organization) Location : Ifrane mountainous Location : Marrakech 1st
Location : Casablanca city in the middle Atlas at 60 touristic city.
economical capital Km from Fez & Meknes Target Sector: Research
Target Sector: ITC Target Sector: ITC, based Spin-offs all fields.
Biotechnology, E-business

6. Marketing of incubators
Moroccan Cases
Al Akhawayn Incubator Technopark Incubator Marrakech Incubator
Customers
Competitors
Price
Products & Services
People
Promotion

7. Marketing of incubators
Moroccan Cases
Al Akhawayn Incubator
Al Akhawayn Incubator Technopark Incubator Marrakech Incubator
Promoters:
Customers - University Management
Board
Competitors - National & international
funders (MISN, Infodev,
VCs, etc.)
Price
Targeted Clients:
Products & Services - Al Akhawayn Graduates
- Professionals with
proven job experience
People
- Moroccan skilled
expatriates
Promotion - Graduates & researchers
from other universities
Processes

8. Marketing of incubators
Moroccan Cases
Al Akhawayn Incubator Technopark Incubator
Technopark Incubator Marrakech Incubator
Promoters: Promoters:
Customers - University Management - Board of Directors of
Board Casablanca Technopark
Competitors - National & - National & international
international funders funders
(MISN, Infodev, VCs, - Moroccan Government
Price etc.)
Targeted Clients:
Products & Services Targeted Clients: - Professionals with
- Al Akhawayn proven job experience in
Graduates IT sector
People
- Professionals with - Moroccan skilled
proven job experience expatriates
Promotion - Moroccan skilled - University Graduates
expatriates
Processes - Graduates &
researchers from other
universities

9. Marketing of incubators
Moroccan Cases
Al Akhawayn Incubator Technopark Incubator Marrakech Incubator
Marrakech Incubator
Promoters: Promoters: Promoters:
Customers - University Management - Board of Directors of - Presidency of the
Board Casablanca Technopark university
Competitors - National & - National & international - National funders (MISN
international funders funders mainly)
(MISN, Infodev, VCs, - Moroccan Government - Ministry of Higher
Price etc.) Education & Research
Targeted Clients:
Products & Services Targeted Clients: - Professionals with Targeted Clients:
- Al Akhawayn proven job experience in - Marrakech University
Graduates IT sector graduates (Phd Students &
People
- Professionals with - Moroccan skilled Master degree)
proven job experience expatriates - Researchers form
Promotion - Moroccan skilled - University Graduates Marrakech University
expatriates
Processes - Graduates &
researchers from other
universities

10. Marketing of incubators
Moroccan Cases
Al Akhawayn Incubator Technopark Incubator
Al Akhawayn Incubator Technopark Incubator Marrakech Incubator
Marrakech Incubator
• Fierce competition in the consultancy market
Customers • Poverty relief programs (INDH)
• Micro-crédit
Competitors
Price
Products & Services
People
Promotion
Processes

11. Marketing of incubators
Moroccan Cases
Al Akhawayn Incubator Technopark Incubator
Al Akhawayn Incubator Technopark Incubator Marrakech Incubator
Marrakech Incubator
Equity position Equity position Equity position
Customers (Percentage after (Percentage after (20% of the Capital)!!
negotiation) negotiation)
Competitors
Price
Products & Services
People
Promotion
Processes

12. Marketing of incubators
Moroccan Cases
Al Akhawayn Incubator
Al Akhawayn Incubator Technopark Incubator Marrakech Incubator
- Access to all Shared physical facilities & support services of the university
Customers (Fax; Tel; cafeteria, meeting rooms etc.) & office space
- Pre-incubation Services (Idea to Start-up)
- Incubation Services (Start-up to Exit ) 24 months max
Competitors
- Training sessions
- Allowances (350 US $) during pre-incubation
Price - National & international networking (partnerships)
Products & Services
People
Promotion
Processes

13. Marketing of incubators
Moroccan Cases
Al Akhawayn Incubator Technopark Incubator
Technopark Incubator Marrakech Incubator
- Access to all Shared physical facilities & support services of the university
Customers (Fax; Tel; cafeteria, meeting rooms etc.) & office space
- Pre-incubation Services (Idea to Start-up)
- Incubation Services (Start-up to Exit ) 24 months max
Competitors
- Training sessions
-National & international networking (partnerships)
Price - Acces to funding (special fund for ICT project to subsidize R&D activities)
Products & Services
People
Promotion
Processes

14. Marketing of incubators
Moroccan Cases
Al Akhawayn Incubator Technopark Incubator Marrakech Incubator
Marrakech Incubator
- Access to all Shared physical facilities & support services of the Incubator
Customers (Fax; Tel; cafeteria, meeting rooms etc.) & office space
- Pre-incubation Services only (Idea to Start-up) ± 18 months
Competitors - Training sessions
-National & international networking (partnerships)
- Access to a quite developed research infrastructure of the university
Price
Products & Services
People
Promotion
Processes

15. Marketing of incubators
Moroccan Cases
Al Akhawayn Incubator
Al Akhawayn Incubator Technopark Incubator Marrakech Incubator
•Professor form the
Customers business school (part
time)
Competitors • Assistant with
business profile (MBA
Price or equivalent)
•Network of external
Products & Services experts & mentors
(volunteers mainly)
People
Promotion
Processes

16. Marketing of incubators
Moroccan Cases
Al Akhawayn Incubator Technopark Incubator
Technopark Incubator Marrakech Incubator
•Professor form the •Director (part time)
Customers business school (part •Assistant
time) Both of them MBA or
Competitors • Assistant with equivalent
business profile (MBA
Price or equivalent) •External expertise
•Network of external
Products & Services experts & mentors
(volunteers mainly)
People
Promotion
Processes

17. Marketing of incubators
Moroccan Cases
Al Akhawayn Incubator Technopark Incubator Marrakech Incubator
Marrakech Incubator
•Professor form the •Director (part time) •Professor form the
Customers business school (part •Assistant faculty of science (part
time) Both of them MBA or time)
Competitors • Assistant with equivalent •Assistant
business profile (MBA •Network of external
Price or equivalent) •External expertise experts (volunteers
•Network of external mainly)
Products & Services experts & mentors
(volunteers mainly)
People
Promotion
Processes

18. Marketing of incubators
Moroccan Cases
Al Akhawayn Incubator
Al Akhawayn Incubator Technopark Incubator Marrakech Incubator
•Website
Customers •Organization of
promotional events
Competitors •Participation to relevant
events (regional, national &
international)
Price •Publishing success stories
in newspapers
Products & Services
People
Promotion
Processes

19. Marketing of incubators
Moroccan Cases
Al Akhawayn Incubator Technopark Incubator
Technopark Incubator Marrakech Incubator
•Website •Website
Customers •Organization of •Organization of
promotional events promotional events &
Competitors •Participation to relevant road shows
events (regional, national & •Participation to relevant
international) events (regional, national
Price •Publishing success stories & international)
in newspapers •Publishing success stories
Products & Services in newspapers
People
Promotion
Processes

20. Marketing of incubators
Moroccan Cases
Al Akhawayn Incubator Technopark Incubator Marrakech Incubator
Marrakech Incubator
•Website •Website •Website
Customers •Organization of •Organization of •Organization of
promotional events promotional events & promotional events (Les
Competitors •Participation to relevant road shows Doctoriales)
events (regional, national & •Participation to relevant •Participation to relevant
international) events (regional, national events (regional, national
Price •Publishing success stories & international) & international)
in newspapers •Publishing success stories •Publishing success stories
Products & Services in newspapers in newspapers
People
Promotion
Processes

21. Marketing of incubators
Moroccan Cases
Al Akhawayn Incubator Technopark Incubator Marrakech Incubator
Marrakech Incubator
•Website •Website •Website
Customers •Organization of •Organization of •Organization of
promotional events promotional events & promotional events (Les
Competitors •Participation to relevant road shows Doctoriales)
events (regional, national & •Participation to relevant •Participation to relevant
international) events (regional, national events (regional, national
Price •Publishing success stories & international) & international)
in newspapers •Publishing success stories •Publishing success stories
Products & Services in newspapers in newspapers
People
Promotion
Processes

22. Diagnosis 2008
Al Akhawayn Incubator Technopark Incubator
Al Akhawayn Incubator Technopark Incubator Marrakech Incubator
Marrakech Incubator
- Financing gap to start the business (no business Angels, one seed capital; etc.)
General - Insufficient specific business assistance (adapted to the needs of each project)
- Legal framework (a need for an Innovation Law)
Specific - lack of experts in IPR issues
- Turn over of incubator staff

23. Diagnosis 2008
Al Akhawayn Incubator
Al Akhawayn Incubator Technopark Incubator Marrakech Incubator
- Research activities in the targeted sectors (specially biotechnology) is embryonic,
General there is no master or doctoral studies in biotechnology within the university
-Open minded, flexible & business oriented management system
Specific
⇒ Action Plan 2008-to date:
-Creation of “Students Consulting Group”. The objective is to conduct several
market analyses for the benefit of tenant companies.
- Al Akhawayn University is planning to create with the support the government
the MAVRIT “Middle Atlas Valley Research & Innovation Technology”.
Neighboring universities My Smail (Meknes) and Ben Abdellah (Fes) are the
university partners in this project. This will help to reach a reasonable critical mass
in terms of researchers and research activities;
- Al Akhawayn University Launched in September 2008 a Master in
Biotechnology.

24. Diagnosis 2008
Al Akhawayn Incubator Technopark Incubator
Technopark Incubator Marrakech Incubator
- A need for building links with the academic world (technical assistance +
General stimulate projects deal flow)
Specific ⇒Action Plan 2008-to date:
-Setting up a seed capital specific to the incubator
- Establishing partnerships with Leading engineering school in Casablanca

25. Diagnosis 2008
Al Akhawayn Incubator Technopark Incubator Marrakech Incubator
Marrakech Incubator
-Good research infrastructure and deal flow of potentially transferable results
General - Existence of critical of researchers and PhD students
- Lack of autonomy towards university culture and management system
Specific - Heavy procedures and processes which a significant negative impact on the
quality, effectiveness and the perceived value of the offered services
- Insufficient business assistance
- Turn-over of the HR
-Open minded, flexible & business oriented management system
⇒Action Plan 2008-to date:
- Creation of an incubator of an independent legal status

26. Incubation Context
“Valley of Death”
Inc
ub
The Darwinian Sea
ato
rs
Basic
Research
No Capital
Invention •Research & •Innovation: new
Innovation
•Invention
Viable
•business
&
Business
New Business

27. Thank You