TEchNOLOGy TRaNSFER MODEL - Javna agencija
TEchNOLOGy TRaNSFER MODEL - Javna agencija
TEchNOLOGy TRaNSFER MODEL - Javna agencija
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9<br />
Product and Service Dissemination<br />
Don’ts:<br />
• Describe technology in each and every detail<br />
• Think like a scientist<br />
• Use jargon<br />
• Assume, that the benefits of your project are self-evident<br />
• Think that the audience is waiting for you and has enough time for you<br />
• Be unprepared<br />
• Leave home without a business card<br />
9.6.3.2 Personal communication – the elevator pitch<br />
Innovation requires a dialog with target groups i.e. personal networks with which the ideas have already been deliberated, evaluated,<br />
and communicated at an early stage. Therefore the ambassadors of the innovation must always be prepared to convey information<br />
efficiently and effectively with maximum results to potential multipliers and opinion leaders. A good concept to prepare for such,<br />
often chance encounters is the Elevator Pitch. The essentials of the project should be communicated within 30 seconds. The following<br />
template can assist your preparation:<br />
• For…target customers – bridgehead segment only!<br />
• Who are dissatisfied with…the current market alternative<br />
• Our product is a…new product category<br />
• That provides…key problem – solving capability<br />
• Unlike…the current product alternative<br />
• We have assembled…key whole-product features for your specific application<br />
9.6.3.3 Touch-points of employees<br />
In addition to external target groups, in a first step employees should be convinced of the new technology. (See module 4: Change<br />
Process). The multiplier-effect of fellow employees should not be underestimated. They are embedded in an extensive social arena<br />
as well, and are to be considered as sales representatives.<br />
Figure 10:The Touch-points of an employee<br />
In the communication process every communication channel at one’s disposal must be used. Creativity has no limits. An adequate<br />
means of communication must be created dependent on the positioning of the product or service. New media such as Intranet and<br />
newsletters are to be supplemented by effective “offline media” that are tangible and therefore have substance.<br />
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