** October 15th. BioWorkshop. Maximise market acceptance and licensing outcomes - will they buy your product?

Click here to download registration form, (includes location and parking map).

It is a good time to reflect on the key drivers of commercial success, as the world's capital markets progress through another round of rationalisation and bad debt exposure, with capital access for innovation and technology development more expensive and harder to find.

So often we hear from investors and fund managers that innovation companies do not have a clear view of their end-user market, nor likely competitor positioning, which are crucial components in the value of a licensing deal for any technology. Recently, a fundamental lack of consumer understanding was clearly illustrated by a major corporation who globally marketed a device which was not taken up by end-users, resulting in a painful $3 billion write down.

Our October BioWorkshop examines the 'what' and 'how to' of opportunity identification for products and competitor mapping. This process will assist senior decision makers when they are undertaking strategic analysis to decide which projects to fund for further development.

BioShares Co-editor, Mr David Blake will open the workshop with an overview highlighting the importance of product / market orientation in attracting investors and maximising the value of deal negotiations. David will make some observations on the comfort factors for investors and analysts.

Cogentum Directors, Ms Nairy Baghdikian and Mr Michael Johnson will develop the concept of proving the market value, mapping potential users, decision makers, gatekeepers and stakeholders of your technology's adoption (patients, prescribers, payers [Insurers/HMOs], users [GPs, medical staff].

Nairy and Michael will walk through the process of market opportunity and competitor positioning identification. They will discuss what you need to know, when you need to know it, and how to find it, covering:

Understanding the specific information you need at each stage of the clinical pathway

Capturing market information for successful commercialisation
            Market size and potential
            Trends and Competitive Analysis
            Stakeholder Analysis
                        Understanding what each is trying to complete
                        Understanding preconceptions, attitudes and constraints
                        Market Acceptance (Product concept testing / Product experience testing )

How this information can be used

Who the information is beneficial to and how can it be used across the organisation

Where to find out the information you need

Tips to get it right

The benefits of a market orientation
Acrux Ltd.'s Director Business Development, Mr Hugh Alsop, will present a case study on maximising the success of your licensing opportunity. Mr Alsop will speak about how Acrux is using the patient and prescriber insights gained from a market focussed product development process, to boost the value and probability of success of the company's technology licensing opportunities for Testosterone MD-Lotion. He will also talk about some of the unexpected benefits of the process.

Don’t miss this important opportunity to learn more about product opportunity identification, quantification and competitor positioning mapping.

Venue: Graduate House, 220 Leicester St Carlton.
Registration: from 8.45 am.
Workshop: Workshop starts at 9.00 am. Followed at 12.30pm by a light luncheon.
Price: BioMelbourne Network Members: $350.00, Non-Members: $800.00 - incl GST
RSVP DEADLINE - By 10am Wednesday October 8th. (Late registrations cannot be accepted).
NOTE: Speakers and topics may change without notice.
Registrations received after the RSVP date cannot be accepted.