Beyond Technical Milestones - Incorporating Desirability Into Your Innovation

Presenter: Moline Pandiyan
RTI Innovation Advisor
RTI International www.rti.org
Presenter Moline Pandiyan is an RTI Innovation Advisor with more than 12 years of experience guiding, supporting, and empowering innovators along their innovation journeys, enabling them to bring their research, inventions, and capabilities into practice.
This presentation will emphasize the importance of desirability in a successful innovation, highlight techniques to engage the market and incorporate critical stakeholder insights early, and introduce a framework tool - ICANVAS for Medical Applications - that can help guide your innovation journey from concept to impact.
Seminar presented on August 24, 2021 to an invited audience.
Seminar #3 of NHLBI Catalyze Seminar Series.
This video is provided for educational purposes only.
The Catalyze program utilizes a new approach to translational research by supporting both the technical needs of an innovation and the management, commercialization, regulatory, and training requirements of the innovators developing them. Projects supported by Catalyze receive funding and advisory support through the National Heart, Lung, and Blood Institute (NHLBI), as well as project management assistance, access to technical services and expertise, and training opportunities through the Catalyze Coordinating Center.
This research was funded, in part, by the National Institutes of Health (NIH) Agreement OT2 HL157844-01. The views and conclusions of the presenters are their own and should not be interpreted as representing the official policies, either expressed or implied, of the NIH.
Presentation Bookmarks
05:09 - What is Commercialization
05:57 - Multiple Path to Market
07:15 - Technology Readiness
09:50 - Desirability, Feasibility and Viability (DVF)
12:30 - Accessing Desirability and Understanding Potential Impacts and Potential End Users
15:04 - Introduction to ICANVAS - Assess Commercial Readiness
16:42 - CANVAS - Six Facets of Commercial Readiness
17:55 - Technology Readiness and Regulatory Status
18:30 - Inventors/Team Status
19:57 - Intellectual Property
20:40 - Development Resources
21:01 - Business Strategy
21:32 - Market Fit
23:34 - Developing and Vetting Your Value Proposition with Key Stakeholders
25:31 - How to Assess Desirability/Value Proposition
27:55 - Convey Value to Your End User
30:40 - Speaking with Other Experts
32:25 - Primary Research
33:46 - Capture and Analyze Your Feedback and Findings
35:20 - Using ICANVAS to Access Your Innovation and Next Steps
36:10 - The Dos and Don’ts
39:30 - Conclusion