Inventors often know a lot more than they think they do about who is most likely to be interested in buying or licensing their invention. They work in the field where the invention was made and they know who the major players are. They also know what the best current products are that solve the problem that their invention does and why their invention is better than what is currently being used.
They understand these things but because they are focused on their invention and how it works they seldom realize how much they know about the market for it. ITTr knows how to introduce inventions to the marketplace, but we can never be as familiar with the invention and its benefits as the inventor.
Thus our role at ITTr includes getting the inventor to tell us what they know about the marketplace. We often do this in interviews with the inventor and we also do it by use of our ROTH scoring template.
Anyone who fills in a ROTH has to think about some of the marketing and business issues that they may not have considered when creating their invention.
We are considering producing a questionnaire for inventors. It's not ready yet but if we had one it would include questions like:
- What is the problem your invention solves?
- Who would use your invention?
- What are they using now to solve the problem your invention solves?
- Why is your invention superior?
- What is your estimated cost for manufacturing the invention (UMC)
- What is the selling price of similar items in the market?
- Where are these items sold?
- Who are the most well-known manufacturers of the competing products?
Taking Edison's electric light as an example, there were no similar lamps to use in market estimates. But people were still lighting their houses. They were using gas or candles. Thus Edison could estimate the market size for light bulbs beginning with an estimate of the numbers of gaslights and candles in use at the time.
One has to be careful with these estimates however. When Xerox was studying the market for the first copier they used the market for carbon paper as a guide. While this was correct it completely missed what became one of Xerox best markets, copying references from textbooks something that Xerography alone could do. The first investors Xerox contacted thought the copier's market potential was too small because they made this mistake.
So, before ITTr can start looking for contacts to approach on your behalf, take a look at the list of questions above and see if you can help us generate a better target list. Think of what your invention replaces and what new benefits it brings to the world.
Then contact us at ITTr and help us find the most attractive means to convince buyers to invest in your invention (and find them too)