Customers, markets and applications

Customers, markets and applications

Dr Keivan Aghasi, Cambridge Judge Entrepreneurship Centre

Technologies can potentially be of interest to various market segments and different customers. Given the limited availability of resources, the company needs to prioritize which customers to target for developing and later marketing their technologies. Defining proper market segments for technologies helps companies project a better forecast of the demand, competition, and ultimately sales of their technologies. In this light, defining a market segment is a critical step for commercializing any technology. This lecture focuses on this issue by addressing how to define the industry and market segment.

• relationship
• channel
• regional
• geographical

step 1 defining your industry

• a group of business providing products and servcies

• finding your own niche

  • differing yourself from others

• industry

  • a group of firms
  • product goods and services that customers perceive as substitues 替代品
  • it is substitutable

• synonyms

  • sector
  • market

• narrow down the domain

• define the boundaries of an industry

  • for mamagers
    • who steals my product’s demand?
    • Who are my established competitors?
    • who are my potential competitors?
  • for policymakers?
    • in which industry is necessary to intervene?
    • regulations, antitrust laws, subscides, etc
  • for inventors (potential entrepreneurs)
    • which industry/sectors can i potentially commercialize my invention
      • dual potential use of an invention
    • Serendipity 机缘凑巧的
      • by accident unfavorable situation
        • Shopify
          • online serving business
          • E-commerce solution
          • uncertainities of ideas
          • Process sometimes become the real deal
          • being creative as much as possible
          • really relate to your idea
          • great
        • youtube
          • online dating website
          • youtube
          • extension
          • 2000
          • internet bandwidth
          • to transfer videos more efficiently
          • at that time, it is quitely
          • we can let people explain who they are for 2 mins
          • forget about the dating website
          • the fact you are letting people to share the videos it is essential!!!
    • how can we avoid that?
    • which industry sector does bring the highest return?
      • competition intensity
      • Demand (profitability)
      • market characteristics
    • bio tech market
      • 1976, several master, phd students available
      • 1985: patent botulinum toxin a for teatment of hemifacial spasms and blepharospasms
      • 1989: fda approval for treating lazy eye
      • early 1990s, ophthalmologist began reporting the side effects:
        • disappearance of patient’s wrinkle
        • dermatologists began to pick up on the off-label use of botox
      • 2002
        • Fda: approval for temporary fixation of wrinkles
      • now
        • derive a family of patents
        • new patents available
        • add more applications
        • create claims in the new patents in the old one?
  • what is an industry: practice
    • defining the boundaries of an industry is a difficult task
  • rough definition
    • a group of firms that produce goods and services that
      • belong to the same product category
        • automative industry
        • chemical industry
        • steel industry
        • aerospace
        • construction industry
  • defining an industry: how to operationalize this definition
    • standard industry codes
    • classification of the product categories
    • approach of the digits
      • subsequent digits identify a more fine-graned product category.
  • how to get the
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    • standard industry codes
      • classification of the product categories
      • approach of the digits
        • subsequent digits identify a more fine-grained product category
  • eu->nace
    • smart card reader
      • c
        • Manufacturing
      • c.26
        • manufacture of computer, electronic, and optical products
      • c.26.20
        • manufacture of computers and peripheral equipment
        • manufacture of scanners, including bar code scanners
        • manufacture of smart card readers
        • manufacture of virtual reality helmets
        • manufacture of computer projectors(video beamer 视频传输器)
  • Uk->uk sic
    • ompanies House
    • https://www.gov.uk/government/publications/standard-industrial-classification-of-economic-activities-sic
    • defining the industry exactlly according to the uk sic code
    • can also directly search on the data to get the
    • the industry is blooming at the data
    • new industry firms
    • nano technology,
      • micro mach staff
      • this can be another categories
      • There are editions
  • us->us sic
    • d
      • Manufacturing
    • d.28
      • manufacture of chemicals and allied products
    • d.283
      • drugs
    • d.283.2835
      • in vitro and in vivo diagnostic substances
        • electrolyte diagnostic eagents
        • Enzyme and isoenzyme diagnostic reagents
        • hematology diagnostic reagents
  • https://www.sec.gov/corpfin/division-of-corporation-finance-standard-industrial-classification-sic-code-list

• final notes on standard industry codes

  • there is a concordance matrix to translate one standard code to another standard code
    • it is better to identify your code independently for each standard
  • be aware of revision and editions
    • usually every 10 years
  • companies may own multiple codes
    • a primary and many industries

• boundary of industry: geography

  • do firms compete in a single global market or in a series of geographical

• now what?

标签：Customers,code,industry,product,standard,applications,diagnostic,markets,market
来源： https://blog.csdn.net/Dequn_Teng_CSDN/article/details/121860046