Birkeland Innovation - Norway

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22 Οκτ 2013 (πριν από 3 χρόνια και 9 μήνες)

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Frank Larsen

Birkeland Innovation AS

Technology Transfer Office, University of Oslo

Washington

2. December 2004

Birkeland Innovation AS


Technology Transfer Office at the University
of Oslo (UiO)


Responsible for commercialization of UiO
research results. Our task is to secure the
IPR and to do technology transfer to industry.


Established 1. January 2004, 100% owned by
UiO.


All Norwegian Universities have established
TTOs.


Transatlantic Co
-
operation


TTO licensing


Companies with technology to license out
(and in)


Companies that need capital and/or partner


Companies with products that need access to
markets and set up business in North
America


Licensing and Springboard Americas


Licensing of technology is one of the main tasks of
the TTOs



Especially for biotechnology there is very often a
need to license to a company located in North
America



Proposal:

The Norwegian TTOs could have one
licensing officer located in US to get a more efficient
licensing process as part of the Springboard
Americas program

How Can a Norwegian Technology
Company succeed in US?


Technology


Products


Market and key target customers


Co
-
lobaoration and partners


US subsidiary



Scandinavia as a Test Market


ICT and biotechnology: Scandinavia is a fast adapter
of new products



Average four years for a new successful product to
be widespread in the market compared to eight years
in UK



Norwegian companies should seek success in
Scandinavia before going for the US market





What is expected in US?


The product must work as specified


Deliver what you promised


Deliver on time


Efficient service and product support


Often tougher requirements than from
Scandinavian customers


The GenoVision Story


Product: Fully automated system for isolation


of genetic material from a wide range of
biological samples (blood, tissue, hair etc.)



Target customers: Companies and universities
doing genetic research/ diagnostics



2000: Applications developed in collaboration
with University Hospital Labs in Norway (OFU)



Spring 2001: Sold systems to all University
Hospitals in Norway and Sweden (20 systems)



Autumn 2001: Commercial breakthrough in US:
(selected target customers)



June 2002: GenoVision sold to Qiagen for $ 30
million. 2004: Revenue of > $ 10 million


total
of more than 200 systems sold


GenoVision Facts


GenoVision Inc. For sales & marketing & service. Personell with
strong background in molecular research and diagnostics



Invested in identifying key target customers: (Quest Diagnostics,
UCLA, John Hopkins, American Red Cross, Althea)



Used the Norwegian key people when meeting with the
customers and managed in this way to talk to decision makers



Strict quality control before and during system installation



”24 h service and support”, both the American and Norwegian
organisation on alert to deliver what we promised. Flew over
from Norway when needed for the first systems.



Biggest challenge: Success created a back order problem, but
we managed to serve the customers.






Springboard Americas

1.
Local presence is needed


2.
Select your customers


3.
Technology/product must be
ready

4.
Norwegians must under
-
stand the urgency to deliver

5.
Relationship selling;


always check that the
customer is happy

1.
Springboard US can
facilitate this

2.
Springboard US can help
with local advisors

3.
Selection criteria


4.
Selection criteria


5.
You have spent millions in
R&D, invest to get top sales
and marketing people


can
Springboard help?