Tech Transfer Central

Lean Marketing & Digital Media Strategies for University Start-Ups

Format: On-Demand Video/Transcript, or DVD
Originally presented: January 06, 2015

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Price: $197
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Start-ups coming out of universities often have a distinct disadvantage – and it can be fatal.

Despite having incredible technology and brilliant researchers behind them, one core competency is very often sorely lacking: marketing. And no matter how outstanding the technology, if no one knows about it or it is cloaked in the verbiage of academics, its chances of making it in the unforgiving commercial world are slim.

By shoring up this neglected but sorely needed area of spinout management, your companies will drastically improve their ability to attract the investors, partners and customers they need. Even with the typical shortage of cash most start-ups must deal with, you need to get the word out – and you can, without a big cash commitment.  

To show you how, Technology Transfer Tactics’ Distance Learning Division presents this how-to webinar packed with actionable takeaways and led by two national experts in start-up company creation, product sales and marketing.

Our faculty will teach you and your team how to inject lean methodology into marketing plans and strategies — so your university’s start-ups can get vital exposure without breaking the bank.

Here is a sneak peek at the program agenda:

Step-by-step instruction on how to develop your lean marketing plan by:

  • Identifying and playing up your strengths
  • Addressing and improving your weak points

Proven methods for coaching a science-focused founder into the marketing and social media world

Stoking your brand with digital media:

  • Choosing the right platforms to tell your story
  • Reaching your target and getting the message right
  • Using digital media to support crowdfunding campaigns

What strategies work best for attracting:

  • Investors
  • Strategic Partners
  • Start-up Leadership
  • Customers

Creating synergy: Successful start-up marketing = good TTO marketing

PLUS! We’ll share examples of start-ups that do it well, and some that don’t

Meet your faculty:

Catherine BlakeCatherine Blake, President and Founder, Sales Protocol. Ms. Blake has over 20 years of experience in enterprise sales and marketing for world-class companies like IBM, GTE, EMC, and International Wireless. She is active with the New Hampshire High Technology Council (NHHTC) and New Hampshire Manufacturing Extension Partnership (NHMEP). Ms. Blake was also an adjunct professor and lecturer at the Peter T. Paul College of Business and Economics at the University of New Hampshire.

Gerard ElderingGerard Eldering, Founder and President, InnovateTech Ventures. Mr. Eldering is an experienced entrepreneur and speaker, and a nationally recognized authority on technology transfer venture creation. Prior to founding InnovateTech, he founded and served as Director of the Technology Transfer Office (TTO) at The MITRE Corporation.  He currently serves on the Board of James Madison Innovations, Inc. Mr. Eldering is dedicated to enabling more effective commercialization of university inventions through the creation of professionally managed and funded start-up companies.

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