Dr David Park Managing Director, Eminate Ltd

Transcription

1 Dr David Park Managing Director, Eminate Ltd

2 What I will cover today Introduction to Eminate Ltd Our recent experiences developing a (potential!) satiety product range General conclusions / questions of relevance to the sector

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4 Commercialising / De-risking IP Universities are really good at novel ideas and patents However, IP usually needs further development to enhance the chances of successful commercialisation: Understanding potential market(s) Extensive testing and finding the limits of use Learning to produce at commercial scales Developing initial branding & marketing Selling (repeatedly) to relevant customers These are not core business for a University and this is where Eminate Ltd comes in...

5 Introducing Eminate Ltd Eminate Ltd is wholly owned by the University of Nottingham The company s purpose is to help Identify, Develop and Commercialise IP from Eminate staff, Universities and other companies Focussed on the food, feed and ingredients sectors

6 Eminate s Product Development Process Someone comes in with a novel idea Complete initial lab trials (What is it?, What does it do?, etc) Work out how (if!) the product could be commercially used Initiate IP assessment & protection process (eg file a patent) Commercial Applications Development Branding & Marketing Move to [external] production at scale Sell a representative quantity of the product Get repeat business from major / credible clients Exit

7 Sometimes the process works ( ) NuW 2012 Global Innovation of the Year Food Ingredients South America (2012) 2013 IFT Food Expo Innovation Award (US) 2013 Asian Manufacturing Award for Innovative Food and Beverage Ingredients PraxisUnico (UK) Achieving Impact 2013

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9 Thixate the story so far Eminate is currently working on a potentially interesting ingredient / product range that could deliver: Satiety Slow nutrient release Effective, slow drug release via food We have learnt a lot of lessons along the way and have a few suggestions for the sector

10 The initial science Working with academics is always fun Some amazing potential ideas But usually requires an extensive project to develop into prototype product(s) Always multiply resource estimates by pi Most University Tech Transfer Offices are now OK agreeing exclusive license options (with relatively long lead times)

11 Who are our potential consumers? A wide range of potential consumers The weight conscious Dramatic loss desired / required Slow and steady Maintenance The metabolism conscious High-end performance Busy lives Medical issues

12 Our current market segmentation 5 potential stories: Balanced Diet & Healthy Eating Fad diet(s!) Obesity Performance & Impact GI & Diabetic We ve had great support from?whatif! (

13 (Clinical) Trials Completed a mix of clinical and consumer trials to date Triple blind, placebo controlled, versus Testing out consumer response to our marketing Great support from University of Nottingham and University of Liverpool Additional hooks to consider Universities are interested in (long term) Impact They (usually!) understand about rigorous proof

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15 Interesting Consumer Responses We ve all experienced consumers state one thing but act differently! In surveys of ~100 members of the public Biggest priority is not feeling hungry Nutritional balance is a priority <20% are bothered whether a product is invented / developed in the UK Over 70% are interested in low GI properties

16 EFSA, FSA, Trading Standards Increasingly important to get the underpinning science / proof right Really constructive discussions with FSA in London Important that all aspects of your business (and the source of the IP if different) understand the importance of proof

17 Open Innovation works Ongoing, two-way communication Sharing needs, drivers, early stage ideas, An ecosystem of organisations Smaller companies can help translate between the ideas and multinationals (or even within some multinationals!) De-risking, Efficient filtering

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19 Claims what s the game?! Not entirely clear what the rules of the game are A degree of frustration in companies and academia Will this get easier in 2015? Clean label to clear labels (??!!)

20 Joined up Science? eg modelling It s (usually) cheaper to run in vitro trials compared to any sort of in vivo (clinical or consumer) Industry and academia are NOT agreed on today s gold standard model(s) Some great work is required to both refine further AND encourage use / gain acceptance Opportunity for a National Good activity including RCUK, academia and industry?

21 What actually causes satiety? (?!)

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23 Getting from idea to product is easy Demonstrate as many of the following as you can: 1. A clear vision on what your product or service is (what you want, what you can offer a good story ) 2. (Positive!) profile with key people and organisations 3. Suitable protection (patent? trade secret? ) 4. (The right sort of) PROOF!! 5. The limits of use 6. Ability to supply at commercial scale

24 Could be even easier if Clearer rules and agreed processes for the claims game Joined up, credible, underpinning scientific models / tools / facilities Sector-wide, effective, grown up communication & collaboration = next generation products!

25 Thank you! Mob: +44 (0) Stand EZ11