Business Model for Market Exploitation Dr Michael Joseph

Business Model for Market Exploitation Dr Michael Joseph Business Development Manager Research Support and Development Office September, 2019 INTCATCH CONFERENCE Sept 2019, London

Objectives After attending the session, participants will be able to: • Analyse the key concepts related to business model in the context of INTCATCH exploitation • Understand the process of exploitation of results within the context of a Horizon 2020 Project: A case of ICT 4 Water • Familiarise with EU funding opportunities & EU funding streams relevant to ’innovations’. Brunel University London

What is Business Model? A business model describes the rationale of how an organisation creates, delivers, and captures value (Osterwalder & Pigneur, 2010). Brunel University London

Building Blocks of Business Model (Osterwalder & Pigneur, 2010) Brunel University London

Business Model – Building Blocks http: //www. youtube. com/watch? v=Qo. AOz. MTLP 5 s Brunel University London

Business Model- Building Blocks 1. Customer Segment The different groups of people or organisations an enterprise aims to reach and serve. For whom are we creating values? Who are our most important customers? 2. Value Propositions Describes the bundle of products and services an organisation offers that creates value for a specific Customer Segment. Brunel University London

Business Model- Building Blocks 3. Channels The Channels of Building Block describes how a company communicates with and reaches its Customer Segments to deliver a Value Proposition. 4. The Customer Relationships The customer relationships building block describes the types of relationships a company establishes with specific Customer Segments. Brunel University London

Business Model- Building Blocks 5. Revenue Streams It represents the cash a company generates from each customer segment (cost must be subtracted from revenues to create earnings). 6. Key Activities It describes the most important things a company must do to make its business model work. Brunel University London

Business Model- Building Blocks 7. Key Partnerships The key Partnerships building block describes the network of suppliers and partners that make business model work. 8. Key Resources The Key Resources building block describes the most important assets required to make a business model work. Brunel University London

Business Model- Building Blocks 9. Cost Structure It describes all costs incurred to operate a business model. Brunel University London

What is exploitation? The utilisation of results in further research activities other than those covered by the action concerned, or in developing, creating and marketing a product or process, or in creating and providing a service or in standardisation activities*. *http: //ec. europa. eu/research/participants/portal/desktop/en/support/reference_terms. html Brunel University London

Exploitation Plan Outcomes/Impacts IPR Commercialisation Channels Customer Segments • • • Consultancy Licensing Spin-off Assignment Joint Venture Agreement ? Product Service Software Methodology Patent Trademark Copyright Design right Trade secrets (NDA – Non Disclosure Agreement) (Adapted from Brugner, 2017) Brunel University London

In Conclusion Exploitation Plan and Business Model go hand in hand. • Value proposition • Value creation and delivery • Value capture Brunel University London

Session Business Model- Excercise Water Quality Project (WQP) Develop the Business Model Canvas for Water Quality Project • Data on water quality (WQP) with a focus on the • New technology for water quality assigned business model building measures blocks • New model of water quality monitoring Brunel University London

Exercise Template Brunel University London Presentation Title November 2020 15

The Business Model Canvas-ICT 4 Water Key Partners Key Activities Value Proposition Service Provider Customer Relationship Big Data Analytics Customer Segments Platform to manage wáter resources Regulatory Market Key Resources Channels Big Data Server Cost Structure 16 - Water Utilities - Water Authorities Comercialization routes Revenue Streams Software Developers - License of use (inside & outside Europe) Services (business model)

Contacts Dr Michael Joseph Business Development Manager E. Michael. joseph@brunel. ac. uk Mob. +44 7931281584 Research Support and Development Office Brunel University London