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Course overview
It is widely considered that intangible assets account for up to 80 per cent of the value of most businesses, making it vital for companies to align their IP strategy with their business strategy. For some, the IP strategy will drive the business agenda. However, for most businesses that have grown organically, it is essential that a strategic IP plan is developed and implemented in order to protect the company’s assets as well as maximising value from these assets. Whether you have no strategy currently in place or you simply need to develop your current strategy and get management buy-in, this is the course for you.
This highly interactive seminar will provide you with the practical knowledge, skills and toolkit (DIPS) to enable you to put an IP strategy in place for your company. Starting with a matrix-based model linking innovation to value creation/capture and the role of IP therein, you will learn and apply a structured, step-by-step methodology to set up a strategic plan aligned with R&D and business goals. Case studies and real-life examples will be used throughout the course to help embed learning, alongside the opportunity for direct application to situations of your choice with coaching from our expert trainer.
Included within the seminar fee is access to an online self-assessment survey to help you benchmark your company’s (or your client’s) readiness regarding IP strategy, with access to the DIPS Online platform.
Attendees will have access to some materials prior to the seminar (see documentation paragraph below). Approximately two hours will be required to read through and prepare.
Documentation
- Pre-reading: contains all cases plus facts and data used during examples and teamwork assignments
- Theory book: contains all the models and frameworks learned during the seminar
- Practice book: contains all the practical information needed to apply the cases to the frameworks during the teamwork assignments
- Post-reading: contains all the speaker feedback provided after teamwork assignments, plus extra insights and guidelines to best apply the frameworks to your own environment
Who should attend?
- IP managers/professionals (in-house and private practice)
- Non-IP professionals (R&D managers/directors and business managers)
- In-house lawyers
Programme – day one
Introduction and ice-breaker
IP strategy toolbox: theory
- Learn the ‘Matrix of IP Strategy Options’
- Link to IA management and innovation
IP strategy toolbox: practice
- Apply to real-life cases during teamwork assignments
- Group discussion and feedback
IP strategy-making: introduction
- The who-what-how of strategic IP planning
- Introduction to case study – ‘Renewable Energy’
- Introduction to the 5-step methodology (DIPS)
Step 1: Vision setting
- Define/refine the vision to link IP and business
- Recourse to the matrix as a dashboard
- Teamwork and group discussion
Step 2: IP competition analysis
- Revisit the matrix through the competition landscape
- IP mapping techniques (mapping, landscaping)
- Analysis of patent data (life cycle, competition etc)
- Teamwork and group discussion
Programme – day two
Step 3: IP SWOT development
- Gap analysis using the matrix: compare business vision to current own IP
- High-level audit: methods to assess and rank a company’s portfolio
- Derive actions to bridge current/desired IP position
- Teamwork and group discussion
Step 4: IP performance benchmarking and reporting
- Estimate budget needs for R&D and IP
- Define IP KPIs to report future success
- Prioritise actions to define an IP roadmap
- Review different scenarios
- Teamwork and group discussion
Step 5: The strategic plan – the outline
- Integrate outputs of steps 1-4 into a practical, rationalised plan
- Positioning, actions and measurement
- Differentiate core vs non-core activity for higher performance
Getting buy-in from management for your strategic IP plan
- Persuading and convincing management
- Prepare your team’s IP plan presentation to management
Prepare your team’s IP plan presentation to management (continued)
Present your plan to management
- Group discussion: peer evaluation (online) and feedback
From case to reality
- Re-apply the 5-step methodology (DIPS) to real life
- Success factors and key challenges
- Organisational aspects
Programme – day three
Reapply DIPS: lessons learned from others, plus how to cope with complexity in situations and explore flexibility in DIPS solution
- Identify generic situations
- Reflect on how to solve these situations using DIPS (teamwork)
- Present solutions and group discussion
The gradual approach
Reapplying (parts of) DIPS methodology to two real-life scenarios
- Case 1: advise on portfolio development for a growing SME or a growing business unit
- Case 2: large portfolio in an established business
Brief introduction to DIPS Online to learn how to handle a large number of strategy projects
Introduction to corporate planning where more than one product or business unit is involved
Corporate IP planning – practical case study session
- Revisiting the 5-step methodology (DIPS): bottom-up, collegial approach
- Teamwork: revisiting the case study with extra product lines: consolidate first, SWOT analysis (extended) and making a corporate plan
Further implementation issues toward change
Final questions and recommendations
Presenter
Arnaud Gasnier
Arnaud Gasnier is founder and CEO of Patentopolis BV. With 20 years experience in IP, he has practiced globally in various IP (patents, trademarks) departments and in various leading roles (Patent Attorney, Licensing Associate, Portfolio Manager, Associate General Counsel) for Swatch, Philips, adidas and Dutch contract research organisation TNO. He is Adjunct Teaching Fellow at University College London. In 2004-2008 he carried out a PhD research project (sponsored by the European Patent Office) on IP management (strategies and tactics, performance measurement, effective in-house interventions). Arnaud is a regular speaker at international conferences and the author of ‘The Patenting Paradox’. He holds a Master of Science in physics, a Master of IP law from a US law school, and an Executive MBA from London Business School. He is also a qualified European Patent Attorney. In 2015, 2016 and 2017 Patentopolis and Arnaud won IP Awards for best IP management, attributed by Acquisition International based on a survey among professionals in the industry. A practical and creative thinker with a multi-disciplinary mind-set, Arnaud enjoys working across borders in terms of disciplines and cultures, and assisting established firms, SMEs and ventures with fostering value creation and capture with IP for long-term benefits and growth.
Find out more about Patentopolis HERE.
Continuing professional development
This course qualifies for the following CPD programmes:
- CPD certificate of attendance: 20.00 hours
Book now
| 22-24 Sep 2020 | |||
| 22-24 Sep 2020 | Cavendish Hotel, London | GBP 1,799.00 EUR 2,519.00 USD 2,806.00 + VAT @ 20.00% |
Enrol now |
| 16-18 Mar 2021 | |||
| 16-18 Mar 2021 | Venue not yet confirmed | GBP 1,799.00 EUR 2,519.00 USD 2,806.00 + VAT @ 20.00% |
Enrol now |
| 21-23 Sep 2021 | |||
| 21-23 Sep 2021 | Venue not yet confirmed | GBP 1,799.00 EUR 2,519.00 USD 2,806.00 + VAT @ 20.00% |
Enrol now |
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Previous customers include...
- Abengoa
- AGC Flatglass Europe
- AGCO Ltd
- BPB LTD
- British American Tobacco
- CRI Catalyst Company
- Danisco DuPont
- De La Rue International Ltd
- Delacon Biotechnik GmbH
- Futuragene Ltd
- GE India Technology Centre Pvt Ltd
- GEA Procomac
- Gowling Lafleur Henderson LLP
- MAS Innovation
- McMurtry Automotive Ltd.
- Metroconsult Milano Srl
- Nokia Technologies Oy
- Omya International AG
- Onsagers
- Plougmann Vingtoft
- Prosonix Limited
- Reemtsma Cigarettenfabriken GmbH
- Richemont International SA
- Saint-Gobain Isover
- SPD Development Co Ltd
- TomTom International BV
- UK Hydrographic Office
- Vestas Technology UK Ltd
- Yara SA/NV
- Zacco Denmark A/S
“The course exceeded my expectations; I expected to be educated in concepts and theories, instead I was equipped with tools and experience! Arnaud was an enthusiastic presenter and a patient guide through the intense volume of information and challenging interactive group work. I was impressed at how applicable the content of the course was to delegates from such a variety of business sizes and markets; everyone was finding the teaching relevant to them in some way. I loved the interactive aspects of the course and enjoyed learning how to use the tools given and the 'aha!' moments when it all began to make sense. I enjoyed that the tools given didn't always have 'correct' answers but always enabled you to make and justify decisions that were aligned with the business strategy. ”
Elizabeth Maclennan, Project Manager, McMurtry Automotive Ltd., Sep 19
“Great course - really helpful. We will be using what we have learnt.”
Kati Hudson, Head of IP and contracts, Oxford BioMedica (UK) Limited, Mar 19
“Very knowledgeable and informed speaker, easy to follow. Content very relevant, interesting and potentially applicable to my world. ”
Louise Dahlerup Fazlagic, IP Manager, GEA Process Engineering A/S , Mar 19
“Focused, flexible and proactive. Great overview about the topic.”
Matthias Städeli, Attorney at law, Rentsch Partner Ltd., Mar 19
“I enjoyed meeting people from other companies and the exchange of ideas with them. The speaker was enthusiastic and engaging.”
Christopher Phanopoulos, Senior Research Manager, Huntsman, Mar 19
“Enthusiastic speaker and the cases proposed were extremely well documented. ”
Mathias Corboz, IP Manager EMEA, ASSA ABLOY AB, Mar 19
“Clear, interesting, good combination of lecture and discussions.”
Ulrikke Asboell, Attorney-at-Law, Onsagers, Mar 19
“I thought that the course gave an in-depth overview of a useful tool for assessing a patent portfolio and that the presenter conveyed this well. ”
Sailesh Daswani, IP Manager, ARC Medical Devices Inc., Mar 19
“Enthusiastic and very confident on subject. Great.”
Anu Taivainen, Patent Attorney, Kolster Oy, Mar 18
“Enjoyable course with varied experience of delegates. This enriched the experience for me.”
Martin Bransby, Head of Research, R&R NAV, Mar 18
“The course was interesting and included some concepts that I had not previously considered and would potentially make use of in the future.”
Steve Hart, R&D Director, SPD Development Co Ltd, May 16