Discovery to Market Project Scope and Assignment Guidance

Discovery to Market Project Scope and Assignment Guidance 1

Project Overview 2
Project Gantt 3
Project Deliverables 4
Project Assignments - Discovery to Market I 6
Individual Assignment 1 - Invention Assessment 6
Team Assignment 1 - Team Charter and Project Management Plan 9
Team Assignment 2 - Invention Overview and Problem Statement 13
Team Assignment 3 - Market Overview and Customer Discovery Plan 18
Team Check-In 1 (this is worth 2 pts) 23
Peer Evaluation - D2M I (this is an individual assignment and is worth 4 points) 23
Project Assignments - Discovery to Market II 25
Team Assignment 4 - Intellectual Property Analysis 25
Team Assignment 5 - Customer Discovery Report and Market Sizing and Pricing 29
Team Assignment 6 - Project Presentation 31
Team Assignment 7 - Executive Summary 36
Individual Assignment 3-Peer Evaluation - D2M II 38
Appendices
TA1-1: Team Charter Template 1
TA1-2: Project Plan Template 4
TA1-3: Conflict of Interest Disclosure 8
TA2-1: Prototype Guidelines 9
TA3-1: Stakeholder Analysis Template 11
TA3-2: Five Forces Analysis Template 13
TA3-3: PEST Analysis Template 14
TA4-1: IP Status Checklist 15
Project Overview
This course teaches the process of bringing scientific discoveries to market. The major project for this course requires
students to work in small teams on early-stage invention projects that are patented or patent pending, sourced by the
instructor from university and government technology transfer offices. The team will analyze the feasibility of
commercializing the invention so that it can be licensed to a third party that can pursue entrepreneurial funding and
development.

The entire project spans all 16 weeks of Discovery to Market I and Discovery Market II. Each eight week course builds
into a comprehensive program, and your project is spread across all 16 weeks of both courses. You will retain access to
both courses throughout your experience.

There is one individual assignment, seven team assignments, two team check-ins, and two peer reviews. Your team will
work to complete individual team assignments and assemble the data from each of these assignments into a final
presentation, using the master project slide template.

Discovery to Market I

• Individual Assignment 1-Invention Assessment

• Team Assignment 1-Team Charter and Project Management Plan
• Team Assignment 2-Invention Overview
• Team Check-In 1
• Team Assignment 3-Market Overview and Customer Discovery
• Individual Assignment 2-Peer Evaluation of Team Members

Discovery to Market II

• Team Assignment 4-Intellectual Property Analysis

• Team Assignment 5-Customer Discovery and Market Sizing and Pricing
• Team Check-In 2
• Team Assignment 6-Project Presentation
• Team Assignment 7-Executive Summary
• Individual Assignment 3-Peer Evaluation of Team Members

2
Page
Project Gantt

3
Page
Project Deliverables

Discovery to Market I
Start Topic Deliverable Due Date
2 Individual Assignment 1 - Invention Module 2 Deliverables
Assessment
• Submit 3–5 inventions to the Initial Invention
Assessment form in your Module 2 assignments by
Wednesday, 11:59 p.m. ET.
• Submit a video presentation on your favorite 2–3
inventions by Sunday, 11:59 p.m. ET.
Module 3 Deliverables
• Review and discuss the invention presentations by
Saturday, 11:59 p.m. ET.
• Complete the Preferred Inventions form to select the
top three inventions you would like to work on from
the Final Inventions list by Saturday, 11:59 p.m.
ET.
o The final inventions list will be populated in
the chart in the D2M Resources section of
your course by your Professor or TA.
4 Team Assignment 1-Team Charter Submit by Sunday, 11:59 p.m. ET in Module 5.
and Project Management Plan
• Each team member must complete a Conflict of
Interest Disclosure as a component of this
assignment.

4 Team Assignment 2-Invention Submit by Sunday, 11:59 p.m. ET in Module 6.

Overview and Problem Statement • The team must also present their prototype early in
Module 6 during the synchronous session.
6 Team Check-In 1 Submit by Sunday, 11:59 p.m. ET in Module 6.

5 Team Assignment 3-Market Submit by Sunday, 11:59 p.m. ET in Module 8.

Overview and Customer Discovery
8 Individual Assignment 2 - Peer Submit by Sunday, 11:59 p.m. ET in Module 8.
Evaluation of Team Members
Discovery to Market II
Start Topic Deliverable
9 Team Assignment 4-Intellectual Submit by Sunday, 11:59 p.m. ET in Module 11.
Property Analysis
10 Team Assignment 5-Customer Submit by Sunday, 11:59 p.m. ET in Module 13.
Discovery and Market Sizing and
Pricing

4
Page
12 Team Check-In 2 Submit by Sunday, 11:59 p.m. ET in Module 12.

12 Team Assignment 6-Project Submit by Sunday, 11:59 p.m. ET in Module 15.

Presentation
15 Team Assignment 7-Executive Submit by Sunday, 11:59 p.m. ET in Module 16.
Summary
16 Individual Assignment 3-Peer Submit by Sunday, 11:59 p.m. ET in Module 16.
Evaluation of Team Members

5
Page
Project Assignments - Discovery to Market I

Individual Assignment 1 - Invention Assessment

Overview
The invention assessment is your first project activity and is done individually. This assignment has two parts:

• Identify potential projects for consideration by the class for a course project.
• Present a 2-minute video presentation of your favorite 2–3 inventions.

These presentations will be shared with the class so you can learn about the different inventions that are trying to make
their way to the market and determine your interests. Following this assessment, you will be grouped with like-minded
team members and then study a specific invention for the remainder of the project.

This assignment begins in Module 2 and is due in Module 3.

Instructions
You can get started on this part of your project right away. Take the following steps to complete your project.
1. Review the assignment guidance before completing this assignment.
• The assignment guidance is a graphic content slider located in the Assignments and Activities section of
Module 2. The content slider includes a video in which Dr. Gordon provides tips and tricks for completing the
assignment and guidance on locating inventions and conducting your assessment.
2. Access the OTT website from the video and explore what's available through the "Find Technologies" section.
3. Consider projects from any of the following approved institutes. Note: Inventions from any other source will not be
considered. These are also listed in the D2M Resources section of your course in Blackboard:
• CC - NIH Clinical Center
• CIT - Center for Information Technology
• NCCIH - National Center for Complementary and Integrative Health
• NEI - National Eye Institute
• NIA - National Institute on Aging
• NICHD - Eunice Kennedy Shriver National Institute of Child Health and Human Development
• NIDA - National Institute on Drug Abuse
• NIMHD - National Institute on Minority Health and Health Disparities
• NLM - National Library of Medicine
4. Identify at least three but no more than five technologies that interest you.
a. Fill out the "Initial Invention Form" in your Module 2 Assignments.

6
Page
 b. All forms are due by Wednesday, 11:59 p.m. ET of Module 2.
c. Fill out the form completely with the following information: NIH OTT Reference Number, Inventor's Last
Name, Disease Area, Application, Development Stage, Technology, Agency / Institute.
d. Fill out one form for each invention that interests you, up to five.
5. Choose two to three of your favorite inventions and create a 2-minute presentation that includes the following for
each invention:
a. A description of the invention and the "Potential Commercial Applications" and "Competitive Advantages"
b. An assessment of the following:
i. Is this likely to be a B:B (Business to Business) or B:C (Business to Consumer) end product?
ii. What interested you in this project (e.g., area of expertise, perceived market potential)?
6. Post your presentation to the BBD discussion board by Sunday, 11:59 p.m. ET of Module 2.
7. View and discuss the presentations during Week 3. Review a minimum of two but as many as you like so you can
be familiar with as many inventions as possible. Complete the required components of your discussion by
Wednesday, 11:59 p.m. ET but feel free to continue the discussion through Saturday of Module 3.
8. As they monitor the discussion, the faculty and members of the NIH will review the list of inventions selected by
the class and remove inventions that do not meet their criteria. The faculty will provide you a finalized short list of
potential projects. It may not include all of the ones you originally selected since some are not viable for the
market or not appropriate for the study. Once the finalized list of projects is provided, select your top three
inventions by filling out the Preferred Inventions form in Module 3. Your TA and Professor will use these
preferences to group students into teams of four and assign the invention you will study for the course project.
9. Complete the discussion and your preferred project selection by Saturday, 11:59 p.m. ET in Module 3. You will
be notified of your team no later than Monday of Week 4 so you can begin your first team assignment.

Due
Module 2 Deliverables
• Submit 3–5 inventions to the Initial Invention Assessment form in your Module 2 assignments by Wednesday,
11:59 p.m. ET.
• Submit a video presentation on your favorite 2–3 inventions by Sunday, 11:59 p.m. ET.
Module 3 Deliverables
• Review and discuss the invention presentations by Saturday, 11:59 p.m. ET.
• Complete the Preferred Inventions form to select the top three inventions you would like to work on from the Final
Inventions list by Saturday, 11:59 p.m. ET.
o The final inventions list will be populated in the chart in the D2M Resources section of your course by
your Professor or TA.
Rubric
Below Meets Exceeds
Criteria Missing
Expectations Expectations Expectations
Identify Projects 0 pts 1 pts 1.5 pts 2 pts
Did not submit Did not identify 3-5 Identified 3-5 Identified 3-5
projects. projects or did not projects but not projects from the
use appropriate from appropriate appropriate
sources. sources. sources only.
7
Page
 Below Meets Exceeds
Criteria Missing
Expectations Expectations Expectations
Presentation 0 pts 1 pts 2-3 pts 4 pts
Did not post a Inadequate analysis, Adequate analysis, Outstanding
presentation. synthesis, and synthesis, and analysis,
presentation of data presentation of synthesis, and
data presentation of
data.
Discussion 0 pts .5 pts 1 pts 2 pts
Did not meet the Reviewed and Reviewed Reviewed
basic requirements discussed the presentation and to presentation and
for the discussion. invention identify viable and contributed high-
assessment inviable invention. level analysis
presentations in the and critical
discussion but did thinking to
not substantially identify viable
contribute to and inviable
decision-making. inventions.

Total 8

8
Page
Team Assignment 1 - Team Charter and Project Management Plan

Overview
Before completing this assignment, read through the instructions, review the templates, and view the assignment
guidance content slider in the Module 4 Assignments and Activities section of your course.

Your first team assignment is to get to know your team members and come up with a project plan. There are three
components to this assignment:

1. The team contract

2. The project management plan
3. The signed Conflict of Interest Disclosure Form (must be completed by each team member individually)

Templates referenced in the instructions are included in the Appendix of this document. There are three templates to help
you with this assignment:

1. TA1-1: Team Contract Template

2. TA1-2: Project Plan Template
3. TA1-3: Conflict of Interest Disclosure

The assignment begins in Module 4 and is due at the end of Module 5.

Collaboration
Your team may collaborate in person, or you may use the Teams area of Blackboard. You could also use a collaboration
tool of your choice, such as Adobe Connect, Zoom, Google Hangouts, Skype, or WhatsApp—or you may arrange a
conference call if you'd like. If you use a third-party tool, the project manager / team leader each week should post a
summary of your team's progress and any draft materials in the Group Discussion Board in the Teams Area of
Blackboard. The weekly summary will help your instructor to track your progress with your project.

The team’s grade will be each member’s grade, unless someone fails to fulfill their obligations to the group, in which case
the professor may assign that person a lower grade. All team members will participate in an individual peer assessment in
Module 8 of Discovery to Market I and in Module 16 of Discovery to Market II to evaluate the participation of their peers in
the team project. Your presentation grades for Team Assignment 3 and Team Assignment 6 can be lowered if your
teammates do not believe you participated fully, so make the most of the class, and the project.

Your team will also conduct two team check-ins, one at the midpoint of each course to determine if any major problems
exist of which the professor should be notified. See the Team Check-In Assignments for more details.

9
Page
Project Manager / Team Leader
Starting in Module 4, you will begin completing team assignments as part of a final project. By the end of Module 5, you
will complete and submit the first team assignment.

Each week, you will select a project manager / team leader that will assemble project goals and post a summary and any
assignments required for the module.

For the Market Sizing Presentation due in Module 8 of Discovery to Market I and the Final Presentation due in Module 16
of Discovery to Market II, all team members must participate in the development of the presentation and report. Team
members must contribute equally to all other assignments through research, deliverable development, project leadership,
etc. All team members need to contribute fully and completely to the satisfaction of their teammates.

Not all modules have graded submissions. However, any graded elements will be given one grade for the entire team,
unless specified as an individual assignment, and only the team leader for that module needs to submit the assignment
once on behalf of the team.

Why a Team Charter

Businesses value those who work well in teams because teams often accomplish tasks better and more quickly than an
individual could. One reason for this is that collaborative work holds people accountable to one another and thus
increases motivation. While team projects are common in business settings, they can sometimes be a challenge. A
charter helps ensure a team’s success by reminding everyone of what the team expects.

The internet offers many resources to help teams manage time, duties, and potential conflicts so that team members can
work well with each other to complete a job.

Along with common sense, here are two resources that may be of help:
• “Improving Group Dynamics” (https://www.mindtools.com/pages/article/improving-group-dynamics.htm). The
MindTool website provides tips for helping your team work together more effectively.
• “How Group Dynamics Affect Decisions” (http://www.bain.com/publications/articles/how-group-dynamics-affect-
decisions.aspx). This Bain Brief article, written by Paul Rogers and Todd Senturia, looks at some of the
psychology behind group dynamics. Learn what the group effect is and how to avoid it by reading this article.

Only as a last resort should you or your teammates contact the professor with problems. However, if a team member fails
to respond, or is consistently late or otherwise unreliable, teams should alert the professor or the professor’s teaching
assistant as soon as possible and proceed without that person.

Instructions
As soon as teams are announced you can get started on this assignment right away. This isn't due until the end of Module
5 to give your team time to complete the charter and project management plan, and for each member to sign a disclosure
form. Take the following steps to complete your project.

Team Charter
A team charter creates shared expectations among team members, ensures the team is moving in the right direction,
provides focus during times of stress and complexity, and offers an objective way to settle team disputes.

10
Page
 As soon as possible in Module 4, meet with your teammates to prepare a simple contract using the TA1-1: Team
Charter Template located in the Appendix of this document and posted to the Assignment Overviews section of your
course. Each teammate must agree to the charter and it must include the following:
1. Team Information
a. Team member names, contact information, and team name.
b. Team purpose: Describe your team's mission, vision, goals, and objectives.
c. Roles and responsibilities: Describe the roles and responsibilities each team member agrees to.
2. Processes and procedures that will enable you to reach your goals. These include:
a. Meeting Protocol: expectations, availability between meetings, best practices during meetings,
schedule, location, tools, and duration for the course
b. Decision-making strategy
c. Accountability plan
d. Conflict resolution strategy for disagreements or deadlock

Project Management Plan

Your team charter should also include a project management plan. This is a detailed work plan for the completion of
the final deliverable—what needs to be done by when including preparing and reviewing interim work products.

This plan should include:

1. Work assignments by individual
2. Collaboration Plan
3. Review of Work

Use the TA1-2: Project Management Plan Template in the Appendix to help you develop your work plan.

Conflict of Interest Statement

Working on this project is done in conjunction with the National Institute of Health. It is a privilege and comes with
responsibility. One of those responsibilities is to disclose any conflict of interest when working on your project. These
include business and financial interests related to medical devices.

Complete and sign the TA1-3: Conflict of Interest Disclosure document located in the Appendix. Every individual team
member must submit their own signed disclosure form:

• Students must disclose actual and potential conflicts of interest with course projects in the required
Conflict of Interest (COI) statement.

Note: Work prepared by a team may be disclosed by individual students as an example of work done at the Carey
Business School as long as no confidentiality agreements are violated, team members are informed of the disclosure,
and full attribution is given to team members.

Due
The team should collectively complete the Team Charter and Project Management Plan. This week's Project Manager /
Team Leader should compile the Charter, Project Management Plan, and the individual Conflict of Interest Disclosure
forms by Sunday, 11:59 p.m. ET of Module 5. Only one submission is required for each team.

11
Page
Rubric

Below Meets Exceeds

Criteria Missing
Expectations Expectations Expectations
Team Charter 0 pts .25 pts .5 pts 1 pts
Charter is Charter is Charter Charter
missing. incomplete or demonstrates a demonstrates an
superficial. complete and exceptional and in-
thorough degree of depth level of critical
critical thinking in thinking in response
response to content to content
requirements. requirements.
Strategies and plans
contain an
exceptional level of
critical thinking.
Project Management 0 pts 1 pt 1.5 pts 2 pts
Plan Project Plan is vague, Project Project Management
Management incomplete, or Management Plan Plan demonstrates
Plan is missing. superficial. demonstrates a an exceptional and
complete and in-depth level of
thorough degree of critical thinking in
critical thinking in response to content
response to content requirements.
requirements.
Conflict of Interest 0 pts 0 pt 0 pt 1 pt
Disclosure Form Form is missing Form is signed and
submitted.
Total 4

12
Page
Team Assignment 2 - Invention Overview and Problem Statement

Overview
In your second team assignment, your team will make its first assessment of their assigned invention. This is where you
really start digging into the patent application and the invention information on the OTT page. Your team needs to learn all
about the invention and then figure out what problem it solves and how to solve the problem. Also, check the D2M
Resources page for any seminal articles by the inventor(s) related to the invention that might be posted.

The team will provide an overview and problem statement. There are several components of this project that will be
assembled into a PowerPoint presentation:
• Learn the invention.
• Draft your invention overview and problem statement.
o The overview will determine how the invention / technology works, what technologies depend on it, and
its current stage of development.
o The problem statement provides a description of the specific problem that the invention solves, a
description of how the invention solves the problem, and the ways the problem is currently solved.
• Determine the USPTO IP Status.
• Describe the value proposition.
• Create a prototype model that will be presented in the synchronous session in Module 6.

The invention overview begins in Module 4 and is due at the end of Module 6. You will present your prototype in the
synchronous session early in Module 6, so plan accordingly. One of your team members must attend the synchronous
session to present your prototype, but as many team members as possible should attend to answer questions from your
peers. If none of your team can attend the synchronous session, contact the professor right away to make other
arrangements.

Instructions
Review the assignment guidance before completing this assignment. Complete the following components and assemble
them into a PowerPoint presentation:

Learn the Invention

Learn everything about the patent or patent application. You can find the information by reading the patent
materials, visiting the OTT site, and analyzing the drawings in the patent application. Many resources have been
assembled for you in the NIH resources section of your course but reach out beyond the given materials to do
additional research:
1. Read the entire patent or patent application. Examine the photos and captions.
2. Build your prototype.

13
Page
 3. Review the NIH resources section of the site and find any posted seminal articles by the inventor(s)
related to the invention and research any additional resources you can find on the invention.

Invention Overview
Provide a high-level technical description of how the invention works, including relevant features or technologies
that enable the invention. Create a PowerPoint that includes the following overview information:
1. Invention title per the patent materials.
2. Invention description.
a. Describe the invention: See the NIH OTT page.
b. How does the invention work?
c. What is its intended use?
d. What technologies is it dependent on?
e. What is its stage of development?

Problem Statement
Describe the problem the invention solves. Follow the assignment guidance video for suggestions on completing
the problem statement. Address the following:
1. The specific problem the invention solves.
2. Description of how the invention solves the problem.
3. Ways the problem is currently solved.
Add this information to your presentation.

USPTO IP Status
Do a cursory analysis of an intellectual property status related to the invention. Look for the following:
Client Information
Name of Project (e.g., on NIH OTT website)
Reference Number of Project ( e.g., NIH e-number)
USPTO information
Invention Title
Inventors
Assignees
USPTO Status
Provisional patent application, filing number, date of filing
Full patent application, filing number, date of filing, date of publication

Add this information to the presentation.

Value Proposition
Describe the value proposition using the following framework:
1. For (customers) – what problem are they trying to solve?
2. Who (statement of need) – how have they been solving this problem?
3. The (product or service name)
4. Is a (product category)
5. That (compelling reason to buy)
6. Unlike (the primary alternative)
7. Our product (primary differentiation) – how is your solution different (how do customers benefit)?

14
Page
 Prototype Model
Build your prototype model:
1. Watch the prototype video from Dr. Gordon in the Assignment Guidance for the Invention Overview.
2. Build your prototype using the Prototype Guidelines included as Appendix as TA2-1.
3. Present your prototype at the Module 6 Synchronous Session. If all team members can't attend, one
volunteer can present the prototype and team members that can't attend can watch the posted video and
write a summary of the session.
a. If none of your team can attend the synchronous session, contact the professor right away to
make other arrangements.
4. Include pictures of the prototype model and a description in the Invention Overview Assignment
presentation.

The team should collectively complete the invention overview and problem statement. This week's team leader should
compile a presentation with the prototype model, invention overview, problem statement, USPTO IP status, and value
proposition. Present the prototype model in the synchronous session in Module 4 and submit the final presentation by
Sunday, 11:59 p.m. ET of Module 6.

Rubric

Below Exceeds
Criteria Missing Meets Expectations
Expectations Expectations
Invention Overview 0 pt 1 pt 2–3 pts 4–5 pts
Invention Overview fails to Overview thoroughly Overview demonstrates
overview is adequately address and completely an in-depth
missing. one or more of the addresses the understanding of the
following: following: following objectives and
• How the • How the invention cites relevant articles
invention works. and resources:
works. • The technologies • How the invention
• The it depends on. works.
technologies it • Stage of • The technologies it
depends on. development. depends on.
• Stage of • Stage of
development. development.
Problem Statement 0 pts 1–2 pts 3–5 pts 6–8 pts
Problem Problem statement Problem statement Problem statement
statement is fails to adequately thoroughly and demonstrates an in-
missing. address one or completely addresses depth understanding of
more of the the following: the following objectives
following: • States the specific and cites relevant
• States the problem the articles and resources:
specific intention solves. • States the specific
problem the problem the
intention solves.
15
Page
 intention • Describes ways • Describes ways the
solves. the problem is problem is currently
• Describes ways currently solved. solved.
the problem is • Describes how the • Describes how the
currently invention solves invention solves the
solved. the problem. problem.
• Describes how
the invention
solves the
problem.
USPTO IP Status 0 pts .5 pts 1 pt 2 pts
IP status is The IP status was USPTO IP status is Demonstrates a
not incomplete or complete but not complete identification
addressed. incorrect. thorough. of the USPTO IP
status.
Value Proposition 0 pts 1–2 pts 3–4 pts 5 pts
Value Demonstrates a Demonstrates a Demonstrates an in-
proposition basic, undeveloped thorough and depth understanding of
not included. understanding and complete the Value Proposition.
representation of understanding of the
the value value proposition.
proposition.
Prototype Model 0 pts 1–3 pts 3–5 pts 5–7 pts
Prototype is Prototype fails to Prototype thoroughly Prototype model
missing or meet the following and completely demonstrates an in-
incorrect. requirements: addresses the depth understanding of
• Prototype following: the following objectives
model • Prototype model and cites relevant
accurately accurately articles and resources:
represents the represents the • Prototype model
invention. invention. accurately
• All prototype • All prototype represents the
components components are invention.
are accurately accurately labeled. • All prototype
labeled. • Prototype was components are
• Prototype was presented at the accurately labeled.
presented at synchronous • Prototype was
the session. presented at the
synchronous • Pictures of synchronous
session. prototype were session.
• Pictures of included in • Pictures of
prototype were presentation prototype were

16
Page
 included in included in
presentation presentation
Total 27 pts

17
Page
Team Assignment 3 - Market Overview and Customer Discovery Plan

Overview
The remainder of the Discovery to Market I course will focus on conducting a market overview and developing a customer
discovery plan. The market overview allows teams to explore the marketability of the invention:

• Industry and Technology Trends

• Stakeholder analysis
• Value chain analysis
• Five Forces analysis
• PEST analysis
• Identifying customers and end users

The customer discovery Plan identifies the stakeholders who should be interviewed to help understand the customers and
their wants and needs. Teams will conduct a minimum of three interviews per team member based on this plan during
Discovery to Market II. The key is to identify the stakeholders so you can have ample time to conduct your interviews and
compile the information gathered with your team.

This component of your project requires significant research. Plan wisely with your team, and divide and conquer. You will
have until Module 6 to complete all of the activities and create your presentation to deliver the results. Research is
composed of two categories:
• Primary research: talking to experts and engaging in customer discovery.
• Secondary research: using JHU library resources, internet and social media, podcasts, blogs, Google alerts,
product reviews, YouTube videos, and Twitter hashtag searches to find experts to follow.

This assignment begins in Module 5 and is due in Module 8. It culminates in a presentation, and class review and
discussion. This is the final assignment of Discovery to Market I.

Instructions
Start by watching the assignment guidance and the two lecture videos on Market Assessment and Customer Discovery.
Then complete the following:

Stakeholder Analysis
Use TA4-1: Stakeholder Analysis Template in the Appendix to help you complete this activity:
1. Identify stakeholders.
2. Define their interests and expectations.
3. Using a Likert scale,
18
Page
 a. rate their needs and their level of importance, and
b. rate their levels of influence and power.
4. Cross-tabulate the results and display graphically using a matrix of interest. Refer to the Team Cocaine and other
examples for how they organized their analysis.

Value Chain
A value chain describes the sequence of activities required to make a finished product from its initial starting material and
focuses on the nature of the relationships among the various participants involved in the chain and on their implications
for development.
1. Identify the components from invention to consumer. Who is involved along the way? (e.g., suppliers, scientists,
developers, processors, distributors, retailers).

Five Forces Analysis

The essence of strategy formation is addressed via competitive forces. Use the TA4-2: Five Forces Analysis Template in
the Appendix to help you complete this activity:
1. Identify the competitors:
a. Scope of market
b. Similarity of customer benefits from products / services
c. Level of commitment of other firms
2. Identify other combatants: Customer / buyers, Suppliers, Potential Entrants, Substitute Products.
3. Analyze the forces driving industry competition. This allows you to do your SWOT and TOWS later in D2M II.

PEST Analysis
The PEST analysis looks at the remote environment, including economic, social, political, technological, and ecological
factors as well as the industry environment and, later, non-market forces.
1. Use the TA4-3: PEST Analysis Template in the Appendix to conduct your analysis.

Identifying customers and end users

Think of the customers as people with a problem. The invention or medical device solves that problem.
1. Identify the customer segments: groups of customers with similar needs.
2. Use the customer identification to direct and focus your primary and secondary research.

Customer Discovery Plan

You need to assemble the list of individuals you will interview and include this with your assignment. Don't wait until the
customer discovery assignment to begin your interviews, you can start them right away next week. You just need to
include the contact information and list of customers here. This list may change as you discover more individuals, but the
goal is to have three customers for each team member to interview.

Due
Your team should create and record a presentation. This presentation is worth 35 points. Prior to grading, each team
member will submit a peer review. The team leader should post your team presentation to the discussion board
by Thursday, 11:59 p.m. ET. Everyone should individually review every other team presentation and post a short, but
substantive comment (minimum 150 words) identifying something learned from EACH presentation by Sunday, 11:59

19
Page
p.m. ET. The team leader / project manager for this Module should also submit the Market Overview and Customer
Discovery presentation on behalf of the entire team by Sunday, 11:59 p.m. ET.

Rubric
Below Meets Exceeds
Criteria Missing
Expectations Expectations Expectations
Industry and 0 pts 1–2 pts 3–4 pts 5 pts
Technology Trends Industry and Presentation fails to Presentation Presentation
technology trends adequately identify thoroughly and presents an in-
are missing or current industry and completely depth
incorrect. technology trends. identifies industry understanding of
and technology industry and
trends. technology
trends.
Stakeholder Analysis 0 pt 1–2 pts 3–4 pts 5 pts
Stakeholder Overview fails to Overview Overview
analysis is missing. adequately address adequately thoroughly and
one or more of the addresses the completely
following: following: addresses the
• Identifies • Identifies following:
stakeholders. stakeholders. • Identifies
• Defines interests • Defines stakeholders.
and interests and • Defines
expectations. expectations. interests and
• Rates the • Rates the expectations.
needs, level of needs, level of • Rates the
importance and importance and needs, level
influence, and influence, and of importance
power using a power using a and influence.
Likert scale. Likert scale. and power
• Represents • Represents using a Likert
stakeholders on stakeholders scale.
a power-interest on a power- • Represents
grid. interest grid. stakeholders
on a power-
interest grid.
Five Forces Analysis 0 pts 1–2 pts 3–4 pts 5 pts
Five Forces Five Forces Analysis Five Forces Five Forces
Analysis is missing. fails to adequately Analysis Analysis
address one or more adequately thoroughly and
of the following: addresses the completely
• Identifies the following: addresses the
competitors, following:
20
Page
 including the • Identifies the • Identifies the
scope of market, competitors competitors
similarity of including the including the
customer scope of scope of
benefits from market, market,
products / similarity of similarity of
services, and customer customer
level of benefits from benefits from
commitment of products / products /
other firms. services and services and
• Identifies other level of how
combatants, commitment of committed
including other firms. are other
customers/buyer • Identifies other firms.
s, suppliers, combatants, • Identifies
potential including other
entrants, customers/buy combatants,
substitute ers, suppliers, including
products. potential customers/bu
• Analyzes the entrants, and yers,
forces driving substitute suppliers,
industry products. potential
competition. • Analyzes the entrants, and
forces driving substitute
industry products.
competition. • Analyzes the
forces driving
industry
competition.
PEST Analysis 0 pts 1–2 pts 3–4 pts 5 pts
PEST analysis is PEST analysis fails PEST analysis PEST analysis
missing. to adequately adequately thoroughly and
analyze the remote analyzes the completely
environment, remote analyzes the
including economic, environment, remote
social, political, including economic, environment,
technological, and social, political, including
ecological factors. technological, and economic, social,
ecological factors. political,
technological,
and ecological
factors.
Value Chain 0 pts 1–2 pts 3–4 pts 5 pts

21
Page
 Value chain is Value chain fails to Value chain Value chain
missing. identify the adequately thoroughly and
sequence of identifies the completely
activities from initial sequence of identifies the
starting material to activities from initial sequence of
the finished product. starting material to activities from
the finished initial starting
product. material to the
finished product.
Customer Discovery 0 pts .5 pts 1 pt 2 pts
Customer discovery Customer Customer Customer
is missing. identification is identification is identification is
inadequate. adequate. thorough,
represents a
cross section,
and will provide
substantial
market research.
Total 27 pts

22
Page
Team Check-In 1 (this is worth 2 pts)

In Module 6, each team will conduct its first team check-in to evaluate team progress, identify challenges, and evaluate
team members.

If a team member is not participating fully and substantively in the team, they can be removed from the group to complete
the project on their own, moving forward.

Instructions

Teams will discuss their progress and team members’ participation and contribution. If there is a problem, agree as a
team and notify the professor of the issue.

Submit a summary of the discussion here. Only one submission is required on behalf of the team.

Due
Complete your team check-in discussion by Sunday, 11:59 p.m. ET of Module 6. Your professor will review your team
discussion and make any changes as needed to team members.

Peer Evaluation - D2M I (this is an individual assignment and is worth 4 points)

Team members may earn up to four points based on peer evaluation. Each team member will evaluate the other team
members on their level of participation and contributions. Criteria to consider include team meeting attendance, timely
response to communications, completion of agreed-upon work on schedule, and contribution to the quality of the final
product.

Please answer the following questions:

1. Did all team members contribute equally?
2. If No,
a. Who contributed significantly more than others? In what way?
b. Who contributed significantly less? In what way?
3. Add any notes, if necessary, to explain your view about a teammate’s performance on the group project.

Due
Complete your peer evaluation by Sunday, 11:59 p.m. ET of Module 8.

Rubric

23
Page
 Below Meets Exceeds
Criteria Missing
Expectations Expectations Expectations
Peer Review 0 pts 1 pt 2–3 pts 4 pts
No submission of Team member has Team member has Team member
peer review. made a lesser made an equal has made a
contribution as contribution as superior
noted by noted by contribution as
teammates. teammates. noted by
teammates.
Total 4

24
Page
Project Assignments - Discovery to Market II

Team Assignment 4 - Intellectual Property Analysis

Overview
This is the first assignment in Discovery to Market II.

The intellectual property analysis assignment focuses on understanding IP regulations and the patent process. Teams will
study the USPTO and WIPO Patent Prosecution and provide a summary of findings and key findings and
recommendations. They will then explore the patent landscape analysis and enabling disclosures, and conduct an
analysis of patentability and an analysis of freedom to operate.

Remember, you are telling a story, using slides. Your audience consists of examiners, investors, and juries:

1. Here is a bad disease.

2. Here are the cures that were tried, but they didn't work.
3. Here's why ours is better.

This assignment begins in Module 9 and is due at the end of Module 11.

Analysis of Patent
To complete your assignment, you will need to analyze the patent and the patent landscape. Use the IP Status Checklist
Template in the Appendix.

Instructions

Use the Presentation Template posted to the Assignment Overviews section of your course and with the assignment to
create a presentation about intellectual property. Complete the following sections:

Invention Description
Provide a description of the invention, which includes the following:
• Describe what you are trying to bring to market (one sentence).
• From start to finish, list the steps in the process of making the invention.
o Some components may be in other patents. Search for related patents to understand the possible
infringement.
An example of an overview and process steps is included in the template.

25
Page
Patent Info
The patent information should include the following:
• Title
• Name
• Assignee
Include any relevant data, pictures, or support information.
An example is included in the presentation.

Chronology of Patent Filings

Oftentimes, patents are filed in several forms. Create a table that chronicles the patent filings:

Date of Filing Action Case Number Status

Provisional application
USPTO application
PCT application

Enabling Disclosures
Identify any public disclosures about the patent:
• Did the inventors make the IP available to the public before the patent was filed?
o This is noted under Prior Art-Public Domain, so you can put it here.

Prior Art
Present the status of disclosures such as papers, presentations, and other items in the public domain. The
inventor has a duty to disclose prior papers. There is a grace period but it's risky.

Patent Landscape (5/10) (60%)

Analyze the patent landscape; include keywords, patents identified for further analysis, and claims analysis.
• Patentability
o Read all the independent claims.
o Look at all publicly available IP by the inventors. (past 26 years)
▪ Publications
▪ Patents
• Patent Landscape-Keywords. Keywords are essential to searching for patents related to and competing
with the invention or medical device.
o Provide a list of keywords and how they were identified (hint: see what key words the inventor
used in their journal publication).
o List the databases(s) that were used.
o Provide the Keyword Search Analysis table and hits.
o Make sure the art of your patent turns up in your search. Old (off patent) prior art should show in
the Google patents or Google Scholar.
o There is no easy answer to how many patents will be in the final pool.
o Summarize info re those in the final pool.
▪ Assignees for CI and potential licensees
▪ Inventors for competitive analysis, possibly collaborators
• Patents identified for further analysis
26
Page
 o Provide a table of patents identified for further analysis.
o If you don't find the prior art the patent examiner found, why not? Use this as a quality check.
• Assignees and organizations
o Note competitive information at this point. Competitors can be assignees or inventors in the
landscape. You can look at their other patents and publications to better understand the market.
• Claims Analysis
o Patentability
▪ Does the patent meet the requirements based on claims analysis: novel, non-obvious,
useful?
▪ Notes:
• USPTO policy on patentability of subject matter is changing—very confusing.
Multiple guidelines have been issued.
• The big fights are not about novelty; they are about obviousness.
• Affected by patent law changes: computer software, business methods, biotech.
• Search the subject area of your patent and USPTO policy to read up on the
topic.
• Freedom to Operate
o Does the product or any feature of the product infringe on anyone else's patents? Answering this
question requires doing extensive patent searches and identifying potential blocks to the
marketability of the device by competing interests.

USPTO Status of Patent (20%)

Determine the USPTO office actions and summarize the review.
• The USPTO PAIR database includes patents reviewed by the patent examiner. These are patents found
by the patent examiner but not by you. This is quality check:
o Usual course:
▪ Office action 1: Response to USPTO
▪ Office action 2: Response to USPTO
▪ Final ruling
• Look in PAIR-US Office actions to see what happened to claims: canceled, rejected, etc.
• Remember that the original claims generally change through the prosecution process.
• The object is to get a claim that can be enforceable and yet broad enough.
• What commonly happens is a first office action—patent examiner does a search and based on prior art
will reject claims, then patent attorney argues, then claims get narrowed.
• Claims evolve through prosecution, so look at how they were written and how they evolved over time
through the prosecution process.

Due
Submit your presentation by Sunday, 11:59 p.m. ET of Module 11.

Rubric
Below Meets Exceeds
Criteria Missing
Expectations Expectations Expectations
Patent 0 pts .5 pts 1 pt 2 pts
Description No patent Strong and Exceptional
description. comprehensive coverage of the
27
Page
 Insufficient coverage coverage of the following patent
of the following following patent information:
patent information: information: • Invention
• Invention • Invention Description
Description Description • Patent Info
• Patent Info • Patent Info • Chronology of
• Chronology of • Chronology of Patent Filings
Patent Filings Patent Filings • Enabling
• Enabling • Enabling Disclosures
Disclosures Disclosures • Prior Art
• Prior Art • Prior Art
Patent 0 pts 1–2 pts 3–4 pts 5–6 pts
Landscape No patent Insufficient analysis Thorough and Exceptional analysis
landscape analysis. of the patent comprehensive of the patent
landscape. Missing analysis of the landscape, including
one or more of the patent landscape, keywords, patents
following: keywords, including keywords, identified for future
patents identified for patents identified for analysis, assignees
future analysis, future analysis, and organizations,
assignees and assignees and claims analysis, and
organizations, organizations, freedom to operate.
claims analysis, and claims analysis, and
freedom to operate. freedom to operate.
USPTO 0 pts .5 pts 1 pt 2 pts
Status of No analysis of Insufficient Strong and thorough Exceptional
Patent and USPTO Office assessment of assessment of assessment of
Freedom to actions, nor USPTO office USPTO Office USPTO Office
Operate Freedom to actions and Actions and Actions and
Assessment Operate summary of the summary of the summary of the
assessment. review. No Freedom review, and includes review, and includes
to Operate Freedom to Operate Freedom to Operate
assessment assesment. assessment..
Total 10 pts
Team Check-In 2

Your team will conduct its second, and final, team check-in in Module 12.

28
Page
Team Assignment 5 - Customer Discovery Report and Market Sizing and Pricing

Overview
In Discovery to Market I your team developed a customer discovery plan and created a plan to conduct interviews. Your
team will finish their interviews and draft a report that summarizes key findings and "aha" moments. The team will discuss
the implications of those findings and identify what you still need to learn and who you would talk to.

For the Market Sizing and Pricing component, you will provide a revised value proposition and evaluate the market
opportunity. As part of the market opportunity analysis, the team will identify market segments of potential end users and
describe their key characteristics.

The team will also conduct some key analyses, such as TAM, SAM, SOM, including discount factors, as measured by
sales of units of the product at the time of market entry through the end of year three. The report should include
references for all assumptions and a pricing analysis.

This assignment begins in Module 10 and is due in Module 13.

Instructions
Complete the following components of this assignment:

Customer Discovery Report

In Module 8 of Discovery to Market I you submitted a Customer Discovery Plan. You then went about fulfilling this
plan. Draft a report with the following information:
1. Interviews. List the individuals you interviewed (name, title). Ensure there were at least three completed
interviews per team member.
2. Summarize key findings, note “aha” moments.
3. Discuss implications of findings.
4. Identify what you still need to learn and who else you will talk to.

Value Proposition
Provide a revised value proposition.

Market Segments and Size Analysis and Forecast

Determine the potential market for your device and assess the possibility of success in the market.
1. Identify market segments of potential end users and describe their key characteristics.
2. Market Size Analysis and Forecast
• Provide TAM, SAM, SOM, including discount factors as measured by sales of units of the product, at
time of market entry through the end of year three.

29
Page
 • Provide references for all assumptions, which are presumably from market research reports and
literature review.

Pricing Analysis and Recommendation

Identify the appropriate price for the product based on market comparables and a value-based analysis.

Due
Submit your assignment by Sunday, 11:59 p.m. ET of Module 13.

Rubric
Below Meets Exceeds
Criteria Missing
Expectations Expectations Expectations
Customer 0 pts 1–2 pts 3–4 pts 5 pts
Discovery No customer Insufficient report. Strong and Exceptional report,
Report discovery report. May be missing one comprehensive including: the
or more of the report, including: the interviews that were
following: the interviews that were completed (at least
interviews that were completed (at least three per team
completed (at least three per team members), summary
three per team members), summary of key findings and
members), summary of key findings and "aha" moments,
of key findings and "aha" moments, implications of
"aha" moments, implications of findings, and the
implications of findings, and the identification of what
findings, and the identification of what is still needed.
identification of what is still needed.
is still needed.
Value 0 pts .25 pts .5 pts 1 pt
Proposition Value proposition Although the value Considers new Considers new
was not revised. proposition is information, data, information, data,
revised, it is neither and analysis and and analysis and
thorough, complete, creates a revised, creates a revised,
nor accurate. value proposition. exceptional value
proposition.
Market 0 pts .5 pts 1 pt 2 pts
Segments No market Insufficient analysis Thorough and Exceptional analysis
and Size segments or size of the market complete analysis of of the market
Analysis and analysis. segmentation and the market segmentation and
Forecast size. Fails to segmentation and size, addressing the
address one or size, addressing the following: identifies
more of the following: identifies market segments of
following: identifies market segments of potential end users,
market segments of potential end users, provides a TAM,
potential end users, provides a TAM, SAM, SOM as part
30
Page
 provides a TAM, SAM, SOM as part of the market size
SAM, SOM as part of the market size and analysis
of the market size and analysis forecast, provides
and analysis forecast, provides references for all
forecast, and references for all assumptions on
provides references assumptions on market size based
for all assumptions market size based on research reports
on market size on research reports and literature
based on research and literature review.
reports and review.
literature review.
Pricing 0 pts .5 pts 1 pt 2 pts
Analysis and No The pricing analysis The pricing analysis The pricing analysis
Recommend recommendations and and and
ation were made. recommendations recommendations recommendations
were insufficiently were were exceptional
supported by the comprehensive and and fully supported
research and well-supported by by the research and
analysis. the research and analysis.
analysis.
Total 10 pts
Team Assignment 6 - Project Presentation

Overview
The last two assignments of the course project are a Project Presentation and Executive Summary. Teams will be
assessed on the quality of the presentation and the presentation materials. The presentation will include the sections
defined in the master template. You have been completing the master template as you have completed each assignment
and will now add your data and analysis to this and create a comprehensive presentation.

Review the master template before you begin and understand what you will need to be adding as you move along through
the course so you can be efficient at the end of the course and spend time practicing your presentation, rather than
prepping it.

Assignment 6 begins in Module 12 and is due in Module 15.

Instructions

31
Page
The team will create a recorded, online presentation of your strategy at the end of the semester. You can be as creative
as you want with this task, but all team members must participate in the presentation in some way. The presentation
should be designed as a briefing to stakeholders, such as the leadership of the NIH or potential investors. Thus, the
presentation must clearly describe the strategy and explain how licensing this invention will enable the company to
enhance and maintain its competitive advantage, and it must also communicate the team's assessment of the current
state of the industry and offer predictions about future developments in that industry that will have an impact on the
company.

Requirements:
● The presentation is no less than 15 and no more than 20 minutes long and all team members must present.
● The presentation includes all required elements as listed in the rubric.
● It is accessible to everyone in the class (via a link) after the deadline for the assignment.
● Create the presentation in Zoom.

Presentation Sections
The presentation must include the following sections that have been broken down in the master slide deck:
• Problem Statement and Invention Overview
• Market Overview
• Value Proposition
• Intellectual Property
• Market Opportunity
• Legal and Regulatory Considerations
• Business Model, Licensing Proposal, Licensees
• Recommendations
• Appendices and Bibliography. PowerPoint document includes a table of analysis for the slides, a complete
bibliography, relevant charts and tables, and any other research data collected.

Due
Submit your presentation video as well as your PowerPoint with Appendices by Sunday, 11:59 p.m. ET of Module 15.
You will also post your presentation to the discussion board in Module 15. In Module 16, everyone should individually
review every other team presentation and post a short, but substantive comment (minimum 150 words) identifying
something learned from EACH presentation by Sunday, 11:59 p.m. ET of Module 16.

Grading Standards
Below Meets Exceeds
Criteria Missing
Expectations Expectations Expectations
Problem 0 pts 1 pt 2–3 pts 4 pts
Statement No problem Problem statement Problem statement Problem statement
and statement or and invention and invention and invention
Invention invention overview. overview is overview is clearly, overview is
Overview presented but lacks and thoroughly exceptionally
depth or clarity. presented. presented.

32
Page
Market 0 pts .5 pts 1 pt 2 pts
Overview No market Insufficient evidence Strong evidence of Exceptional
overview. of thorough and thorough and evidence of
comprehensive comprehensive thorough and
research, or research, and comprehensive
outstanding outstanding research, and
analysis, synthesis analysis, synthesis outstanding
and presentation of and presentation of analysis, synthesis
market data, market data, and presentation of
research, and research, and market data,
analysis. analysis. research, and
analysis.
Value 0 pts .25 pts .5 pts 1 pt
Proposition No value value proposition is value proposition is value proposition is
proposition. presented but lacks thoroughly and exceptionally
depth or clarity. clearly stated presented.
presented.
Intellectual 0 pts 1–2 pts 3–4 pts 5 pts
Property No intellectual Insufficient evidence Strong evidence of Exceptional
property of thorough and thorough and evidence of
assessment. comprehensive comprehensive thorough and
research, or research, and comprehensive
outstanding outstanding research, and
analysis, synthesis analysis, synthesis outstanding
and presentation of and presentation of analysis, synthesis
intellectual property intellectual property and presentation of
analysis. analysis. intellectual property
analysis.
Market 0 pts 1–2 pts 3–4 pts 5 pts
Opportunity No market Insufficient evidence Strong evidence of Exceptional
opportunity of thorough and thorough and evidence of
analysis. comprehensive comprehensive thorough and
research, or research, and comprehensive
outstanding outstanding research, and
analysis, synthesis analysis, synthesis outstanding
and presentation of and presentation of analysis, synthesis
market opportunity market opportunity and presentation of
analysis and analysis and market opportunity
recommendations. recommendations. analysis and
recommendations.
Legal and 0 pts 1–2 pts 3–4 pts 5 pts
Regulatory No Legal and Insufficient evidence Strong evidence of Exceptional
Consideratio Regulatory of thorough and thorough and evidence of
ns Considerations. comprehensive comprehensive thorough and
33
Page
 research, or research, and comprehensive
outstanding outstanding research, and
analysis, synthesis analysis, synthesis outstanding
and presentation of and presentation of analysis, synthesis
legal and regulatory legal and regulatory and presentation of
considerations. considerations. legal and regulatory
considerations.
Business 0 pts 1 pt 2–3 pts 4 pts
Model, No licensing data or Insufficient evidence Strong evidence of Exceptional
Licensing analysis. of thorough and thorough and evidence of
Proposal, comprehensive comprehensive thorough and
Licensees research, or research, and comprehensive
outstanding outstanding research, and
analysis, synthesis analysis, synthesis outstanding
and presentation of and presentation of analysis, synthesis
business model, business model, and presentation of
licensing proposal, licensing proposal, business model,
and licensees. and licensees. licensing proposal,
and licensees.
Recommend 0 pts .5 pts 1 pt 2 pts
ations No The conclusions and The conclusions and The conclusions and
recommendations recommendations recommendations recommendations
were made. were insufficiently were were exceptional
supported by the comprehensive and and well-supported
research and well-supported by by the research and
analysis. the research and analysis.
analysis.
Assignment 0 pts .5 pts 1 pt 2 pts
Assignment The presentation is The presentation is, The presentation is
parameters are not insufficient, professional, and a exceptional,
met. unprofessional and / well-coordinated professional, and a
or lacks team team effort, visually well-coordinated
cohesion. The and verbally. The team effort, visually
presentation presentation and verbally. The
PowerPoint PowerPoint presentation
document is missing document includes a PowerPoint
one or all of the table of analysis for document includes a
following: a table of the slides, a table of analysis for
analysis for the complete the slides, a
slides, a complete bibliography, complete
bibliography, relevant charts and bibliography,
relevant charts and tables, and any relevant charts and
tables, and any other research data tables, and any
collected.
34
Page
 other research data other research data
collected. collected.
Total 30 pts

35
Page
Team Assignment 7 - Executive Summary

Overview

An executive summary (or management summary) is a short document or section of a document produced for business
purposes. It summarizes a longer report or proposal, or a group of related reports, in such a way that readers can rapidly
become acquainted with a large body of material without having to read it all.

The executive summary is an important way for your team to determine which aspects of your invention or medical device
have the clearest selling points, and which aspects may require a bit more explanation. It also is a way to "tell your story"
about your invention or device.

Assignment 7 is due in Module 15.

Instructions
The executive summary should convey all relevant information for the client, so that someone not present at the
presentation can fully understand the invention, the feasibility analysis, and team recommendations. The summary must
include a bibliography, and relevant charts, tables, and appendices. Do not exceed 20 pages double-spaced for the body
of the summary. Charts and tables should follow the body of the summary (in the Appendix).

Due
Submit your assignment by Friday, 11:59 p.m. ET of Module 16.

Rubric
Below Meets Exceeds
Criteria Missing
Expectations Expectations Expectations
Summary 0 pts 1–2 pts 3–6 pts 7 pts
Summary is The summary is The summary The summary
missing. insufficient. One or conveys all relevant conveys all relevant
more of the information for the information for the
following elements client. Provides a client. Provides an
are missing: thorough and exceptional
problem statement complete summary summary of the
and invention of the following following elements:
overview, market elements: problem problem statement
overview, value statement and and invention

36
Page
 proposition, invention overview, overview, market
intellectual property market overview, overview, value
analysis, market value proposition, proposition,
opportunity analysis intellectual property intellectual property
and analysis, market analysis, market
recommendations, opportunity analysis opportunity analysis
business model, and and
licensing proposal, recommendations, recommendations,
and licensees. business model, business model,
licensing proposal, licensing proposal,
and licensees. and licensees.
Recommend 0 pts .25 pts .5 pts 1 pt
ations No The conclusions and The conclusions and The conclusions and
recommendations recommendations recommendations recommendations
were made. were insufficiently were were exceptional,
supported by the comprehensive and and well-supported
research and well-supported by by the research and
analysis. the research and analysis.
analysis.
Assignment 0 pts .5 pts 1 pt 2 pts
Assignment The summary The summary The summary
parameters are not includes some but includes an includes a full
met. not all of the adequate bibliography,
following or the bibliography, relevant charts,
following is relevant charts, tables, and
insufficient: tables, and appendices. The
bibliography, appendices. The summary should not
relevant charts, summary should not exceed 20 pages,
tables, and exceed 20 pages, and is double-
appendices. The and is double- spaced for the body
summary does not spaced for the body of the summary.
meet the of the summary.
expectations of less
than 20-pages,
double-spaced.
Total 10 pts

37
Page
Individual Assignment 3-Peer Evaluation - D2M II
Team members may earn up to four points based on peer evaluation. Each team member will evaluate the other team
members on level of participation and contributions. Criteria to consider include team meeting attendance, timely
response to communications, completion of agreed-upon work on schedule, and contribution to the quality of the final
product.

Please answer the following questions:

1. Did all team members contribute equally?
2. If No,
a. Who contributed significantly more than others? In what way?
b. Who contributed significantly less? In what way?
3. Add any notes, if necessary, to explain your view of a teammate’s performance on the group project.

Due
Complete your peer evaluation by Friday, 11:59 p.m. ET of Module 16.

Rubric

Below Meets Exceeds

Criteria Missing
Expectations Expectations Expectations
Peer Review 0 pts 1 pt 2–3 pts 4 pts
No submission of Team member has Team member has Team member has
peer review. made a lesser made an equal made a superior
contribution as contribution as contribution as
noted by noted by noted by
teammates. teammates. teammates.
Total 4 pts

38
Page
 Appendices

39
Page
TA1-1: Team Charter Template

(Your team may modify this document as necessary.)

Team Information and Purpose

Your first step is to choose a team name and obtain the contact information for all team members. You will also start by
identifying the team's purpose, which includes the mission, vision, goals, and objectives.

Team Name: _____________________________________________________

Team Member Contact Information

Member Name Email Phone Number

Team Purpose

Mission
Why does the group exist?

Vision
What does success look like? How will we know
we have succeeded? What are the outcomes?

Goals
What are specific targets to realize the vision
and mission?

Objectives
How will the goals be reached? Who / What /
Where / How?

Roles and Responsibilities for Each Team Member for Each Module
There are project management roles as well as roles needed for team assignments in the course. Consider those needs
as you define and assign roles and what the responsibilities of those roles will be each week. As an example, the project
manager could lead the assignment as well as submit the assignment for the team, the recorder could post notes to the
discussion board, take minutes, prepare agendas, compile team assignments, etc.

Role Criteria
What is required by the D2M Team Roles
project? Liaison
Project Manager
Recorder
Technical Specialist
Individual Project Analyst
Interests/Strengths
Where does current expertise
lie?
Others To Consider
Facilitator
Individual Learning Goals Mediator
Where are opportunities for Devil’s Advocate
growth?

Role Number Role Name Description

1
2
3
4
5

Module Role 1 Role 2 Role 3 Role 4 Role 5

4
5
6
7
8
9
10
11
12
13
14

2
Page
 15

Team Processes and Procedures

Determine your team processes and procedures for how you will conduct meetings and make decisions, how you will hold
people accountable, and how you will manage conflict.

Meeting Protocol
Define how the team will meet, a meeting schedule, the meeting technology they will use (using the discussion
boards or using a third-party tool), attendance requirements, participation requirements during meetings, etc.
When working on tasks, how will the team communicate what requirements are there for responding to email,
posting to the team discussion board, etc.?

Decision-Making Methods
How will decisions be made: majority-rule, unanimity, consensus, autocracy, etc.

Accountability
How will team members be held accountable? What are the norms for giving and receiving individual feedback?
What are the consequences if an individual is not performing up to expectations?

Conflict Management
How will conflicts be resolved? Set a schedule for regular check-ins, use team process reflection questions, and
use the Plus Delta technique to identify what's going well and any opportunities for improvement. When would an
outside mediator be needed?

This document was accepted by all members on [enter date].

3
Page
TA1-2: Project Plan Template

(Your team may modify this document as necessary.)

Assignment Materials Needed Source Assignment

TA1 Draft Team Charter Template
Team Charter
Collect Conflict of Interest Template
forms
Draft Project Plan Template
Compile assignment and
submit by deadline
TA2 TTO info: TLA, source, project TTO
Invention number
Overview
Provisional patent application TTO

Insights into invention TTO

Technology sector review Library

papers

Literature review papers Library

Draft Invention Overview

Draft Problem Statement
Collect USPTO IP status
Draft the Value Proposition
Build Prototype Model
Create Prototype Diagram
Attend the synchronous
session to demonstrate
prototype model
Draft Presentation
Review draft

4
Page
 Submit Presentation on behalf
of team
TA 3 Stakeholder Analysis
Market
Overview and
Customer
Discovery

Value Chain Analysis

Five Forces Analysis
PEST Analysis
Identify Customers and End
Users
Assemble Presentation
Review Presentation
Team Records Presentation
Finalize and Submit
Assignment
TA4 Status of IP protection TTO
Intellectual
Property
Analysis

Enabling disclosures Internet search

Literature
search
TTO
Prior art USPTO

USPTO comments on PAIRS

application
Assignees with related
inventions
Inventors with related
inventions
TA5 Market research reports Library
Customer
Discovery and
Market Sizing
and Pricing

5
Page
 Customer wants and needs Library-
secondary
market
research
Primary
market
research
Non-market Legal and regulatory FDA and other
Forces processes, issues agencies
Analysis regulating
products
CMS and other
funders/payors
Lexis-Nexis
Business Examples of similar products
Model, in same or adjacent industries;
Revenue their business models
Model
Licensing terms FDA website
Market size: incidence and Literature
prevalence data
Diffusion curve Primary and
secondary
market
research
Pricing of comparables; Primary and
justification for premium secondary
pricing market
research
Reimbursement; revenue Primary and
capture secondary
market
research
Development Development stages and Primary and
Costs; Funding milestones; cost secondary
Sources; market
Market Entry research
Strategy; Deal
Structure
Funding sources Primary and
secondary
6
Page
 market
research
Licensing model and term NIH website
sheet
TA6 Assemble content into master
Project slide deck
Presentation
Team Records Presentation
Submit Presentation
TA7 Draft Summary
Executive
Summary
Draft Bibliography
Collate Relevant Charts and
Tables
Review Summary
Submit Assignment on behalf
of team

7
Page
TA1-3: Conflict of Interest Disclosure

Overview
The NIH is committed to preserving the public’s trust that the research supported by them is conducted without bias and
with the highest scientific and ethical standards. The NIH believes that strengthening the existing regulations on managing
financial conflicts of interest is key to assuring the public that NIH and the institutions we support are taking a rigorous
approach to managing the essential relationships between the government, federally-funded research institutions, and the
private sector.

"The public trust in what we do is just essential, and we cannot afford to take any chances with the integrity of the
research process."
— Dr. Francis Collins, Director, NIH

Disclosure Statement
This Conflict of Interest form should indicate whether you have an economic interest in, or act as an officer or a director of,
any outside entity whose financial interests would reasonably appear to be affected by participation in the Discovery to
Market course. Disclose any personal, business, or volunteer affiliations that may give rise to a real or apparent conflict of
interest. Relevant federally and organizationally established regulations and guidelines in financial conflicts must be
abided by. Individuals with a conflict of interest should refrain from participation.

Date: _______________________________

Name: _______________________________

Please describe below any relationships, transactions, positions you hold (volunteer or otherwise), or circumstances that
you believe could contribute to a conflict of interest:

_____ I have no conflict of interest to report.

_____ I have the following conflict of interest to report (please specify other nonprofit and for-profit boards you
(and your spouse) sit on, any for-profit businesses for which you or an immediate family member are an officer or
director, or a majority shareholder, and the name of your employer and any businesses you or a family member
own, or any financial relationships that relate to the project with the NIH:

1. _____________________________________________________________________________

2. _____________________________________________________________________________

3. _____________________________________________________________________________

I hereby certify that the information set forth above is true and complete to the best of my knowledge.

Signature: ________________________________________________ Date: _______________________________

8
Page
TA2-1: Prototype Guidelines

Overview
A prototype is a rough working model of your product, giving people (and yourself) a better idea of its potential,
functionality, features, size, color, and more. It’s not fully functioning (that will come later), but by creating a rough
prototype of your vision you’ll have a much easier time explaining the concept to potential investors, clients, folks at
meetups, and anyone you encounter when evangelizing the potential of your startup.

Teams should review the invention description in the NIH materials and the patent descriptions to build a prototype
representing the invention as well as possible. The process will really help you understand the invention.

Start with the following source: https://www.merixstudio.com/blog/how-to-make-a-prototype-that-will-fund-your-startup/

…here are some things to consider when creating a prototype.

1. Your prototype doesn’t have to be perfect.

The goal of your prototype is to prove that your concept works, in the easiest, quickest, and most affordable way possible.

2. Start by taking apart another company’s products.

If you’re making a physical product, purchase the competition’s product and take a screwdriver to it. Look for how it’s been
assembled, what materials are used, and any insights that can save you time and money when building your model. If
you’re creating an online product such as a mobile app or ecommerce site, take a look at the flow of those in your space.
Check out what works and what you can improve upon in your prototype.

3. Consider a video prototype or wireframe first.

Before you start shaping molds, consider creating an inexpensive 3D video. An animation may be sufficient on its own to
express the idea, or it may help outline what’s needed in a more detailed physical prototype. If you’re building a prototype
for software or a phone app, consider beginning by creating wireframes that show the flow of each page and how all
pages are interrelated.

4. Make a miniature prototype initially.

Again, if your prototype is for a physical product, don’t get an online team working around the clock until you’ve scooped
out the general parameters. With some clay and a trip to the hardware store or plastics store, make a mini prototype. This
will help you better understand the parameters, as well as making it easier to explain your startup’s product to people who
will take it to the next level. If needed, reiterate again and again to work out bugs you notice.

5. Looking good? Move on to a full-scale prototype.

9
Page
Now that the major holes have been worked out of your design, it’s time to take the next step and get a more concrete
prototype developed. You’ll find great industrial designers on Elance who already have the tools ready to get your
prototype ramped-up quickly. This is an important stage in getting a patent too, as you can use this prototype to
demonstrate how you were the first to invent this new product or service. Consider making more than one copy, as the
cost per unit drops considerably when you create 10 vs. one. If you need to have multiple prototypes floating around, now
is the chance to get a handful made. Similarly, this is when you’ll want an expert programmer to start building out the shell
of a website or mobile app. Remember it doesn’t have to have all of the bells & whistles—you can explain those in person
—just enough to show how the software will work.

10
Page
TA3-1: Stakeholder Analysis Template

Overview
A stakeholder analysis is a process of identifying the stakeholders before the project begins; grouping them according to
their levels of participation, interest, and influence in the project; and determining how best to involve and communicate
with each of these stakeholder groups throughout.

Stakeholder Grid
Begin by completing the stakeholder grid to figure out who your stakeholders are, and then compile the results in the
power-interest grid.

Stakeholder Decision Level of Influence Motivation Driver Unmet

Power Needs

11
Page
Power-Interest Grid
After you’ve completed your brainstorming session above and determined which people and teams will indeed be
stakeholders, you should start categorizing them in terms of their influence, interest, and levels of participation in your
project.

High Keep Them Satisfied Manage Closely

Power / Influence

Keep an Eye (Monitor) Keep Them Informed

Low

Low High

Interest / Impact

12
Page
TA3-2: Five Forces Analysis Template

Overview
Porter's Five Forces is a business analysis model that helps to explain why various industries are able to sustain different
levels of profitability. The five forces are frequently used to measure competition intensity, attractiveness, and profitability
of an industry or market.

Buyers'
Threat of New
Bargaining
Entrants
Power

Competitive
Rivalry

Threat of Suppliers'
Substitute Bargaining
Products Power

13
Page
TA3-3: PEST Analysis Template

Overview
PEST is an acronym for political, economic, social, and technological. It's a way of understanding how external forces
impact your business. It was created by Harvard professor Francis Aguilar in 1967. It should be included in every
business plan, in addition to a SWOT analysis, as it is part of risk management and strategy design.

P
Political
E
Economic
S
Sociological
T
Technological

14
Page
TA4-1: IP Status Checklist

Overview
Conducting patent research is time intensive and fraught with roadblocks. Proper searching techniques using keywords
and researching papers is critical to identifying competitors and blocking concerns. Use the following checklist to ensure
that you have done your search thoroughly and completely.

1. USPTO Patent Prosecution

a. Provisional Filing Number Date of filing
Patent
application
b. Full patent Filing Number Date of filing
application

c. Description of office actions by date

For issued patents:

d. Date of Issuance
e. Title on Full Patent
f. Patent Number
g. Priority Date

2. WIPO Patent Prosecution (if applicable):

a. Invention Title

b. Inventors

c. Assignees

d. Title Filing Number Date of filing

e. Countries filed in

f. Review status

g. Patent status

h. Summary of key findings from WIPO report (In Patentscope—Written Opinion of the International
Searching Authority—under Search and Examination Related Documents)
3. Patent Landscape Analysis
a. Overview and high-level summary of independent claims in the USPTO application (briefly state the
content of the claims, not the specifics; you may group them by number as appropriate), (e.g., a way
to do XXX).
b. Keyword search based on claims.
c. USPTO comparison group—patents identified in keyword search
d. Summary of comparison group patents
15
Page
 i. Entities that applied for the patents
ii. Inventors
iii. Assignees
e. High-level comparison of independent claims of the invention to the comparison group claims
iv. If patent is in application stage, if possible, identify specific areas of overlap with comparison
group claims (“threat level”: red, orange, green).
v. If patent was issued, identify, if possible, where claims were modified because of overlaps
with prior art (read USPTO office actions history).
4. Identification of any enabling disclosures in the public domain (you may not find any; if not, indicate
that)
5. Assessment of patentability in the United States
a. If in application stage, based on USPTO office actions and prior art in the public domain, where
does it stand on novelty, usefulness, and non-obviousness?
b. If patent is already issued, based on USPTO office actions and prior art in the public domain,
summarize what was seen as its novelty, usefulness, and non-obviousness.
6. Assessment of Freedom to Operate in the United States
i.e., not infringing on any patent claims issued to others through the USPTO
a. If in application stage, based on claims analysis and USPTO office actions, is it infringing on any
patent claims granted to others? (From item 8)
b. If patent is already issued, identify any infringements identified and addressed in the USPTO patent
prosecution process, based on USPTO office actions.

16
Page