Horizon 2020 Elaboration d un Business Plan pour la partie "Impact" de la proposition

Transcription

1 Horizon 2020 Elaboration d un Business Plan pour la partie "Impact" de la proposition Vincent Chauvet CEO, LGI Consulting vincent.chauvet@lgi-consulting.com

2 PRÉAMBULE Cette présentation est proposée par LGI, sur la base de son expérience des projets européens depuis le 6 ème PCRD, et Horizon 2020 en particulier. À ce titre elle reflète exclusivement les vues de LGI. Étant issue de modules de formation élaborés par le cabinet, la présentation est en anglais. Acteur de référence de l innovation durable, LGI accompagne les porteurs de projet dans les secteurs liés à la transition environnementale principalement l énergie, la mobilité, la ville durable, l environnement, le climat et l économie circulaire. Dans le cadre des projets de recherche et innovation, LGI s implique, souvent en tant que partenaire, avec ses expertises de pilotage de projet, d études stratégiques de l innovation (marché, politiques, sociétal ), et de communication publique. 2

3 Agenda points 1. Business Model, Business Plan 2. Impact section in H2020 proposals 3. Tips for a business plan in the Impact section 4. Q&A 5. About us

4 Agenda points 1. Business Model, Business Plan 2. Impact section in H2020 proposals 3. Tips for a business plan in the Impact section 4. Q&A 5. About us

5 Business Model & Business Plan The Business Model represents the organisation (including stakeholders) needed to develop a business Representation of the organization Stakeholder interactions (strategic, systemic, synergies, financial, operational ) Present & future The Business Plan represents the objectives of the business and plans to reach these Goals Plans to reach them LGI 2017

6 Reference representation: BM Canvas This is one representation model among others Reference: BM Canvas (Osterwalder)

7 Agenda points 1. Business Model, Business Plan 2. Impact section in H2020 proposals 3. Tips for a business plan in the Impact section 4. Q&A 5. About us

8 The Application Part B 2 Impact / 2.1 Expected impact Describe how your project will contribute to expected impacts set out in the work programme ( ), improving innovation capacity and the integration of new knowledge ( ) and any other environmental and socially important impacts Address every point listed in the expected impact section of the call topic Make references to EU policies, documents, initiatives, regulations LGI 2017 Mention potential impact in terms of economics, job creation, entrepreneurship / spin-off ventures, and try to quantify them if possible Environmental and social impacts should also be quantified if applicable (e.g. tons of carbon emissions saved, decrease in healthcare costs, etc.) Describe any barriers/obstacles, and any framework conditions (such as regulation and standards), that may determine whether and to what extent the expected impacts will be achieved Identify the roadblocks that would prevent your results to turn into a product on the market (lack of standards, gaps in the innovation chain, entry cost too high, market biases )

9 The Application Part B 2 Impact / 2.2 Measures to maximise impact Communication How to reach out to a wider audience about your project & results Dissemination How to ensure that your project results reach their potential users Exploitation How to prepare for reaching the commercial potential of your results LGI 2017

10 The Application Part B 2 Impact / 2.2 Measures to maximise impact a) Dissemination and exploitation of results Provide a draft plan for the dissemination and exploitation of the project's results (unless the work programme topic explicitly states that such a plan is not required). For innovation actions describe a credible path to deliver the innovations to the market. The plan, which should be proportionate to the scale of the project, should contain measures to be implemented both during and after the project. LGI 2017 Identify your dissemination & exploitation strategic objectives: who are your potential users? What do you want to show / tell them? What will be marketable at the end of the project? What further steps will be required? Identify your dissemination targets : policy-makers, end users and other market actors (via private partners in the consortium, tech transfer offices, spin-offs ) Consider setting up a user group with potential users, in order to gather their feedback during the project, on your development strategic orientations

11 The Application Part B 2 Impact / 2.2 Measures to maximise impact Explain how the proposed measures will help to achieve the expected impact of the project. Include a business plan where relevant. Exploitation includes intellectual property strategy, commercialisation schemes, etc. which will support the business plan The business plan (expected costs and revenues over time) can be complemented by a business model for the technology owner Where relevant, include information on how the participants will manage the research data generated and/or collected during the project If you plan to create scientific data, demonstrate that it will be properly managed after the project ends (legacy transferred to permanent entity, legal protection ) Ethical issues may also arise with data collection, in which case an action plan should be drafted to explain how this will be managed LGI 2017

12 The Application Part B Outline the strategy for knowledge management and protection. Include measures to provide open access Patentable IP produced by the project should be identified If applicable, open access strategies have to be identified (even if preliminary) LGI 2017 Open access refers to the practice of granting free Internet access to research articles. As all research and innovation builds on earlier achievements, an efficient system for broad dissemination of and access to research data and publications can accelerate scientific progress. The Commission strategy is to develop and implement open access to research results from projects funded by the EU Research Framework Programmes, namely FP7 and Horizon Open access requirements are based on a balanced support to both 'Green open access' (immediate or delayed open access that is provided through self-archiving) and 'Gold open access' (immediate open access that is provided by a publisher). *

13 The Application Part B 2 Impact / 2.2 Measures to maximise impact b) Communication activities Describe the proposed communication measures for promoting the project and its findings during the period of the grant. Measures should be proportionate to the scale of the project, with clear objectives. They should be tailored to the needs of various audiences, including groups beyond the project's own community. Where relevant, include measures for public/societal engagement on issues related to the project. LGI 2017 Identify your communication strategic objectives: who do you want to reach, with what messages? Then define the action plan (when, where, who does what, how) and indicators Consider the full scope of potential audiences and select which are potentially concerned: scientific community, European / national policy-makers, professionals in your sector, students, private actors, NGOs, general public Identify the tools you are going to use (website, newsletter, leaflet, international events, articles ). Make sure your plan is not generic, but tailored to the project.

14 Describe the area in which you expect to make an impact and the potential users of your results. Describe how you intend to use the appropriate channels of dissemination and interaction with potential users Consider the full range of potential users and uses, including research, commercial, investment, social, environmental, policy-making, setting standards, skills and educational training where relevant. Consider the possible follow-up of your project. Its exploitation could require additional investments, wider testing or scaling up, as well as other pre-conditions like adapting regulation, or value chains to adopt the results, or the public at large being receptive to your results. Include a business plan where relevant. Exploitation highlights LGI 2017

15 Summary of expectations Identify all users and uses stakeholder analysis, value chains, market analysis Measures to reach the impact during & after the project market mechanisms Interacting with users market channels Path to market innovations mid- to long-term marketing strategy LGI 2017 Additional developments post-project plans, including possible funding sources & non-technological obstacles/solutions Business plan (sensu stricto) costs & revenues over time

16 Agenda points 1. Business Model, Business Plan 2. Impact section in H2020 proposals 3. Tips for a business plan in the Impact section 4. Q&A 5. About us

17 Define a collective strategy 1 Find an idea corresponding to the call H2020 Call Idea Project Proposal Find a call matching the idea 2 LGI 2017 In line with The call text and EC expectations Project collective strategy / partners innovation strategies

18 The business plan will rely on knowledge generated in the project at least partially Exploitation strategy based on intellectual property choose the best protection strategy LGI 2017 Align business plan & exploitation strategy Balance between open and closed dissemination for project deliverables Closed you can choose your exploitation strategy Open you can enable other players in your ecosystem

19 When developing an integrated system (with several partners developing several tech bricks) in most cases, develop an integrated business model / business plan in addition to each partner s IP exploitation strategy LGI 2017 Align business plan & exploitation strategy One of the partners may be mandated to define / consolidate the exploitation strategy for the integrated system Either system integrator, or independent innovation manager A detailed market vision and business plan is a pre-requisite for most Innovation Actions (IA), but a draft market vision is also required in RIA projects to demonstrate that the proposers know their business environment

20 Define business model options & scenarios Scenario 1 Scenario 2

21 Define business model options Partner 2 Partner 3 Partner 1 Heat Partner 4 Partner 1 Partner 5

22 Towards the market Analyse target markets Users needs analysis Qualify the current markets and how you intend to disrupt them (based on performance indicators) Market sizing Market barriers Market penetration strategy LGI 2017

23 Example: commercialization scheme Main Company Manufacturer 1 Manufacturer 2 23

24 Business Plan Costing of future developments (piloting, scaling-up ) Revenue stream(s) Development & commercialization plan LGI 2017 Timeline for commercialization

25 Development & commercialization plan Path to commercialization Identify future development steps and market rollout PROJECT Commercialization strategies must be detailed o Partners individual plans o Collective strategy (JV mentioning partners share, exploitation agreements, licensing )

26 Conclusion 1. Define exploitation strategy Who will own & exploit what, and how Joint exploitation when relevant 2. Analyse target market Market structure, size, players, obstacles 3. Describe business cases How will I enter / disrupt the market Based on SWOT + economics Business model options LGI Show post-project perspectives Future developments (time & money) towards market uptake Identify future barriers and address them already in your project 5. Plan to finalise the marketing work during the project Markets, Business models, Business Plan they should be described in the proposal, but can be developed as tasks in the project (especially as they often depend on actual performance results)

27 Some quotes from evaluation reports (ESR) «The proposal presents a detailed and convincing description of the exploitation plan which foresees several exploitation routes and strategies with measurable indicators» «The participation of SMEs is expected to ensure the spread of good practices within the value chain, which is positive» LGI 2017 «The proposal does not describe adequately how existing barriers will be overcome to achieve expected outcomes» «The exploitation plan is of a conventional nature and lacks sufficient details in terms of strategy» «The need for keeping a considerable number of deliverables confidential is not convincingly justified and could restrict the deployment potential of the approach»

28 Finally: demonstrate you will make a difference Demonstrate the future impact of your project, in terms of business (economics, innovation, jobs) as well as environment, society, safety LGI 2017 Present detailed plans to reach your impact Embark users in your consortium and/or in a user group Show how you will address non-technological barriers to the market Business modelling / planning tasks can be included in the project One partner can act as exploitation manager, independently from the technology developers Consider all types of innovation: Technology, service, social, business model, process, marketing Disruptive or incremental

29 Agenda points 1. Business Model, Business Plan 2. Impact section in H2020 proposals 3. Tips for a business plan in the Impact section 4. Q&A 5. About us

30 THANK YOU FOR YOUR ATTENTION LGI, your partner for Horizon 2020 Project strategy, consortium building, proposal writing Partner / subcontractor Addressing non-technological innovation (markets, barriers, business modelling, stakeholder management ) Collaborative project management Public communication Web solutions for your project or your innovation Communication & Design Innovation Strategy Project Management Digital Solutions

31 Agenda points 1. Business Model, Business Plan 2. Impact section in H2020 proposals 3. Tips for a business plan in the Impact section 4. Q&A 5. About us

32 LGI, driving sustainable innovation May 2017

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