Ondernemen. Looking before you leap. Hoorcollege Wk 2
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1 Ondernemen Looking before you leap Hoorcollege Wk 2
2 Agenda Feedback 1. Idea Protection 2. Register your company 3. Organise your company 4. Summary
3 1. Feedback Market problems and opportunities
4 Feedback Idea Generation
5 Idea (Ch.2) Business Concept (Ch.4)
6 Innovative => New New business concepts have a stronger chance of success (p.12) i.e. Jacinta s Wine Online vs. Jacinta s Hangover-free Wine Online old business concept new business concept New can include a completely new concept or an improvement on current business concepts (p.12) Radical Innovation Incremental Innovation
7 Feedback Believe in your business concept A good business concept has (p.27): 1. A solution to a perceived market problem/ opportunity (behoefte en aanbod) 2. A specific target consumer (doelgroep) 3. A revenue model (revenue mechanism)
8 69% 2007, cbs.nl -> 108k 62,5k -> 2010, cbs.nl <20 days 2007, cbs.nl
9 LOOK BEFORE YOU LEAP 1. Protect your Idea 2. Register your business 3. Organise your company
10 1. Protection & Patenting So, you have an idea..
11 1. Protection & Patenting You are not the only one!
12 1. Protection & Patenting Why are innovative ideas valuable? They make your business unique Distinguish (Google vs. Yahoo) Competitive Advantage (Apple iphone) The first always gets a head start first navigation device first -phone first search engine first bungy jump
13 1. Protection & Patenting Methods of Protection (beschermen) 1. Trade secret (geheimhouding) Disclosure agreement (niet doorverteld) Penalty clause (boeteclausule) Registration via Belastingdienst/Attorney (notaris)
14 1. Protection & Patenting Methods of Protection (beschermen) 2. Intellectual Property Rights (intellectuele eigendomrechten) Octrooirecht (nieuwe producten/processen) Merkenrecht (woord / beeldmerken of beide) Tekening / Modellenrecht (voor gebruikersvoorwerp) Kwekersrecht (Gewassen)
15 1. Protection & Patenting Example: AJ Hackett >30 patents held (NZ & International) Innovator in adventure services Top brand awareness in Adventure Industry leader in adventure safety standards
16 1. Protection & Patenting Octrooirecht (nieuwe producten/processen) 1. Nederlandse octrooi, duurt 6 jaren (via BIE: Bureau voor de Industriele Eigendom) 2. Europese octrooi, duurt 20 jaren (via EOB: Europees Octrooibureau) Octrooi of Geheimhouding? Geheimhouding is gratis, en informatie is niet openbaar
17 1. Protection & Patenting P P P P P P P P P P P P A P P P P P P So do you patent every idea?
18 1. Protection & Patenting Business 1 Kangaroo Wines - Winemakers of premium wine - Use standard winemaking techniques - Many direct market competitors Business 2 Koala Wines - Winemakers of premium wine - Wine is made using a unique formula to reduce hangovers (karter) - Limited direct market competitors
19 1. Protection & Patenting Requirements Actual Concept Commercial value Inventive / Innovative no prior art Industrial applications
20 1. Protection & Patenting Advantages Monopoly rights for a certain time period to earn back investment in Generates licensing income Disadvantages High costs to maintain patents Can be expensive to defend if rights are infringed Patent information is publicly available
21 Source: European Patent Office
22 -> Register Your Business
23 2. Register Your Business
24 2. Register Your Business (Rechtsvormen Ch.13) English Sole Proprietorship Partnership Limited Partnership (LLC) Corporation Non-profit Dutch Eenmanszaak Eenmans-BV V.O.F. (vennootschap onder firma) commanditaire vennootschap (CV) Besloten vennootschap of naamloze vennootschap (BV) Vereniging of Stichting Cooperation Cooperatie
25 3. Organise your Business Set of inputs Output
26 3. Organise your Business Financial People Raw materials Output Equipment
27 3. Organise your Business Products Set of inputs Services
28 If you can economize INPUT and maximize OUTPUTS.
29 Competitive advantage (Concurrentievoordeel) een onderneming op een bepaalde markt een product kan aanbieden dat zich op een positieve manier onderscheidt van de anderen Costs lower, more efficient Price lower, better value Product quality, features, usability Service availability, assistance, warranty -> Distribution -> Positioning -> etc..
30 You now know: 5. Summary The methods of protecting your business ideas and why (p. 14, 31-35) The types of business ownership available to you (p.105) The elements of an organisation (inputs/ outputs) How businesses are competitive (concurrentievoordeel)
31 -> Werkcolleges 1. Present your business idea 2. Patenting Activity HC3: Marketing in Ondernemerschap
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