Audience: 	 IT students and researchers with idea
	 and/or technology with commercial potential
When: 	 14th
November 2013, from 9 a.m. to approx. 4 p.m.
Where:	 FI MU, Botanická 68a, B517 Meeting room
Technology Transfer Office, Masaryk University
and IC2
institute, University of Texas at Austin
Workshop on Market-Driven Evaluation
of Commercial Potential of ICT
Are you thinking about a start-up company and/or the commercial
value of your work? Let’s join a 1-day workshop and find out!
	 This workshop will be led by Cliff Zintgraff, Program Manager at IC2
Institute, the University of
Texas at Austin. Cliff graduated from Computer Science at the Trinity University and from Technology
Commercialization at the University of Texas at Austin. He was the Vice President of Services at SecureLogix
Corporation, a start-up company in the telecommunication security area. Nowadays he is CEO of DaVinci
Minds, an educational technology company developing products and services for secondary and higher
education. Prior to this role, he was a software developer, team lead and development manager at EMED,
a developer of hospital to home teleradiology systems.
Training Session Content:
1.	 Session Introduction to Market-Driven Technology Transfer and Commercialization
2.	 Introduction and Philosophy: Methods for rapid market engagement
3.	 Describing your technology for the market
4.	 Interviewing market stakeholders and working the network
5.	 Identifying your commercialization stage and crucial next steps
6.	 Market analysis through segments and product attributes
7.	 Getting started on your financial model
Outcomes of the training:
The participants will receive an initial understanding of the Quicklook method and will create early work
products to assist in market technology assessment. They will begin to understand the mindset difference
between academic research and market-driven commercialization.
Please enroll before 11 November, at: alan@ctt.muni.cz. The event is held in English, with no interpreting.
For further information please contact: Jan Alán, phone: +420 549 493 495, e-mail: alan@ctt.muni.cz.