Business & Finance

Technology Doesn’t Make a Business

By MartinZwilling

8 months ago

Read more: Technology, business, startup, entrepreneur, patent

I’m often approached by people who claim to have invented the next big thing, and ask me how much it’s worth, or complain that they can’t find an investor who will fund it. The honest answer is that ideas and new technologies are worth nothing, outside the context of a specific business plan that meets a market need for a fair price.

Invention is the process of creating a new technology. Business innovation is taking that technology and successfully bringing it to market in a way people want. There is a variation on an old quote that sums it up for me: "Invention is turning money into technology. Business innovation is turning technology into money."

Some argue that if you look at the true history of major breakthroughs, you might conclude that the invention was the easy part – the hard part was the business side. In fact, if you look at all the "great inventors" championed by American history, you'll realize that many weren't great inventors at all, but rather entrepreneurs, who later took credit as the inventors they never were.

Innovative technologies are essential to business progress. Yet, even in the best of times it is difficult for business innovators to get the kind of financial and people support they need to realize their technologies. Here are some tests every technology must pass before proceeding:

Can it be commercialized? First you need to be able to manufacture and distribute the product in volume. Then you have to worry about politics, government regulations, and infrastructure. Hydrogen is a great fuel for cars, but who builds the network of service stations, upgrades vehicle engines, and implements safety regulations?
Are you sure you want to be first? Being the first with an unproven idea is the riskiest domain, and investors try to avoid these. Everybody wants to be second. Being really first probably means you will have to go with your own money, or friends and family.
Is someone ahead of you? Don't be afraid to ask people in the field if they've ever heard of anything along the lines of your idea. Do a patent search, but that doesn’t cover patents in progress, or ones now being written (six month blind spot). Check published papers, scientific journals, and trade publications.
Can you produce it at a low cost? New technologies are surfacing every day for alternative energy sources that will solve the global warming problem, but all are stymied by the low cost of energy from fossil fuels. Maybe your invention is “ahead of it’s time.” The pain level is not yet high enough for people to buy “green” at twice the cost.
Can you sell it for five times the cost? This multiple may seem high, but it’s the rule-of-thumb most large corporations use in early analysis for new products. R&D is expensive, “overhead” is high, and they have to cover the cost of the nine out of ten products that fail. Even a single-product startup better assume twice the cost if they want any profit.
What is your barrier to entry? File a provisional patent as a place holder, a full patent, trademark, copyright, or all of the above. Patents may slow down competition, but they are not a real barrier to entry. Speed to market is the best protection, and continual innovation. Don’t count on development being a “one-time” expense.
Can you build a winning team? What investors want is a proven entrepreneur, someone who can invent a product, find capital, and find a way of getting the product to market. It's better to have an average new product and a great team than the other way around. People are the most important element for success of a business.

The ultimate test is to remember that people buy and invest in solutions to problems; they don’t buy technology. Check your elevator pitch, investor presentation, business plan, and your leading comments to friends. If you lead with technology, you probably don’t have a business.

Marty Zwilling, Founder & CEO, Startup Professionals, Inc.

This was originally published here

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Comments (5)

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By InvestaMania8 months ago

good stuff!

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By nicky8 months ago

I'm speechless. This is so interesting!
No doubt you are good at what you do.

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By myqute8 months ago

Great insight Martin! This gives inventors a "checklist" before submit their new creations as the next big thing.

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By phoenix2life8 months ago

So much interesting that innovation ,technology, enterprunership and business has certain sequence. Technical innovation is enabler of business and bringing forward the opportunity to improve life style in such a that community can accept the invention as a product.

Of course there is pain to reach to that invention to market. So true to sell it for five times the cost due to failed attempts. And keeping the innovation churning so the business stay ahead of the competition.

Nice informative article. Like it !!!!

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By Writerchick478 months ago

My husband has worked commercial construction for 25+ yrs and is always fabricating his own tools because the proper equipment doesn't exist for his needs on certain jobs. I'm always after him to patent and market them but he just shakes his head and tells me it's too much to go through, finding investors, etc. NOW I understand what he means. Thank you for explaining.:) I'll quit harassing him. I'm sure he'll be grateful too.

Last post by Writerchick47: She drives me crazy