WP9 Technology Transfer and Business Development

This task will develop a project-specific innovation approach and plan, based on innovation/exploitation theory and process concepts as relevant for Iliad. It provides for both (a) a conceptual framework for all partners to work towards the outcome of this project, namely a modular, highly versatile, cost-effective DTO to facilitate the implementation and operationalisation of the DestinE initiative, and (b) a process to follow in all project work concerned with business case development, business planning, and preparation for market introduction of services towards circular and digital blue economies in the region. It will assure a focused innovation pathway to be followed, including designing business models and preparing business plans for each of the services based on market analysis (T9.2) and IPR management (T9.5).

• Duration:  M1 - M36
• Task Lead:  Agora Partners (AGORA)

In this task, we will focus on exploring market systems for the Iliad services within context of the identified business cases, following a combined PESTEL and SWOT analysis type. It is focused on identifying the political, legal, economic, social, technological and environmental factors that can act as barriers and enablers of those technologies (proven in the case studies). Therefore, the goal of the task is to define business cases for the Iliad services that can be provided to various customer segments, where and how barriers exist and how these can be cleared. It will be performed in conjunction with Task 8.1 through which major policy gaps will be identified and an inventory of relevant policies. Thus, we will map the shortcomings in the market systems, for which policies, such as integrated support packages, will be developed.

The task will start with an initial desk research to make an analysis of the value proposition for each business case, followed by building a business canvas for each one of them that will map the enabling environment and the key actors in the value chain. This preliminary ‘business case’ will be further enhanced through interviews with market actors. It will provide a full understanding of the current business environment and insights into the needs of current customers. We will then progress towards an improved understanding for each business case by introducing the new business models (Task 9.3), new financial instruments (Task 9.3), market research (Task 9.3) and new policy instruments (WP8).

• Duration:  M1 - M18
• Task Lead:  Agora Partners (AGORA)

Based on the analysis of the business cases, innovative business models will be designed for each of the selected services. For each service, the first phase of business model development is to fully understand any current business model, from the nature of the solution to the role of public and private actors in governance, through financing feasibility. In conjunction with WP8, AGORA will organise a workshop bringing together key staff from the organisation and stakeholders, including financial players and policy makers, who can collectively contribute to the process. As part of the process, a review of the market environment, a competitive analysis of existing services and a strategic Strengths/Weaknesses/Opportunities/ Threats (SWOT) analysis will be conducted.

Following understanding of current business models, we will engage each service to focus on innovative business models. Using the understanding of the current market and customer needs, we will use the Business Model Eco-Canvas (BMEC) to analyse the building blocks of innovative business models adapted to the valorisation of Iliad products and services. Establishing a BMEC is an iterative process that will help gather key data about customer segments, value propositions, costs and revenue streams for the Iliad products. The eco-canvas allows for ‘rapid prototyping’ of business model options, including design and analysis of the supply chain, the value proposition and customer interface, and the cost-revenues model. For each product or service, we will define the questions and assumptions that will need to be tested in order to validate the business model and value proposition, including: (a) the relevance and value of the proposed product/service proposition to potential customers; (b) key resources and partners which will underpin the ability to deliver the new business model; (c) channels and partners required to sell and deliver value to customers; and (d) financial elements (costs and revenues). As a novel and valuable contribution, we will also facilitate the feasibility of investment in those innovative business models. At the end of this business model validation process as part of the DBTBIF, we will have insights on key barriers and drivers the company has identified for implementing innovative business models and these insights will be the base for developing tailored business plans for each Iliad service. Based on these business model analyses; financial projections can be made for estimating the global revenues from Iliad services that will secure the long-term sustainability of the DTO, the DBTBIF, Marketplace and the Digital Blue Growth Hub.

• Duration:  M19 - M30
• Task Lead:  Agora Partners (AGORA)

In the overall context of the project-specific innovation management process, building upon a common understanding of business models, entrepreneurship and the outcomes of the demonstrative case studies, a comprehensive exploitation strategy and business planning process. It will involve all partners and reflect their common, as well as proprietary, interests in outcomes which are sustainable and successful, globally in markets for services related to the management marine and maritime assets. This will include strategic business plans (one per business case) including market analysis (market size, competitors’ analysis), IPR landscape, SWOT, PEST and “Porter’s Five Forces” type of analysis; and framework agreements between technology suppliers and relevant parties (e.g. end-users, as well as investors for follow-up funding etc). It will involve integrating project outcomes from other WPs into a comprehensive exploitation strategy, including identifying relevant market(s), most promising customers, and core business case(s), modelling the prospective business development, and developing coherent business plans. Business models and planning will reflect on and extrapolate the following aspects: Fundamental Value Proposition, markets, segmentation, client structure, products to be offered, market analysis, competitor analysis, marketing, pricing, governance, legal framework, regulatory impact, revenue model (e.g. use by consortium partner, third-party licensing, joint ventures), costing. It will also include the preparation of formats of agreements with potential customers for sale or provision of products or services within joint exploitation. The exploitation plan will also contain a roadmap for taking the outputs to TRL9. Exploitation possibilities will be explored both in terms of exploitation by individual partners and the consortium as a whole. The elaboration of the exploitation plan will be an iterative and continuous process, led by AGORA, in close collaboration with the providers of the services and those hosting the DTO. Based upon the market exploitation plans, business plans for the Iliad services will be developed.

Furthermore, the Consortium will analyse different options of legal entities through which the Beneficiaries could jointly continue to sustainably operate and maintain the Iliad DTO, the DBTBIF, the Marketplace, the Digital Blue Growth Hub and associated services after the funding phase of the project. As part of this, the Consortium is analysing and preparing the terms and conditions that will govern the relationship among the Beneficiaries under a legal entity for long-term operation of Iliad, (such as corporate statutory documents and agreements between the legal entity and Beneficiaries. The Consortium is also analysing sustainability aspects of branding and trademark. In parallel, the Consortium will review the individual exploitation intentions and claims of each partner through a MULO (Making and selling an output; Using to produce another output; Licensing to third parties; and providing Other services) exercise. This exercise will highlight the value-added benefits generated by Iliad, besides the user products described above. The individual exploitation claims will inform the development of the joint exploitation plan for a possible future legal entity which will keep operating the DTO, products and services when the Iliad project will end.

• Duration:  M25 - M36
• Task Lead:  Agora Partners (AGORA)

This Task undertakes an extensive overview of applicable legislation on the EU level and national legislation of key non-EU countries. Special focus will be devoted to detecting gaps, overlaps or contradictions within the current legislation, either at EU level or between the national level and the EU level. Based on this desk research, an analysis will be made in order to show the layout of the Digital Blue Economy scene and already prima facie identify if the new technological solutions proposed in the Iliad project will present special advantages and/or challenges, given the state of the applicable regulation. Among others, given the possible use of AI for tracking/profiling the subjects involved in the research, this will include consulting the "Ethics guidelines for trustworthy AI" proposed by an independent High Level Expert Group set up by the European Commission.

Furthermore, the present regulatory landscape and the underlying ethical principles will be surveyed in order to identify to which extent the new End-user Services present advantages and/or challenges to the regulatory regime and the underlying ethical principles, especially with regard to the multi-use of the data. Also, regulatory and ethical issues related to the transfer of data from and to the EU will be surveyed. An initial version of the IPR register will be created at the start of the project. However, at the stage of producing the DTO and deploying it for a specific user, the consortium would reach a preliminary agreement on the legal arrangement. Recommendations will be made regarding improved legal regimes as to facilitate flexibility to a large audience and to facilitate wide adoption of project results, while allowing rewarding those that invested. Focus will be on a realistic regulatory solution. The task will be performed in the early stage of the project (M2-M14) and will have a second iteration later on (M28-M36) to include any changes that might have not been considered in the first iteration of the work.

• Duration:  M2 - M36
• Task Lead:  Agora Partners (AGORA)

The Innovation Board will ensure that all IP is identified as it is created. All IP is assessed by the PE; protected, as appropriate, and subject to considerations and decisions of the owning party, before any public disclosure. Each idea/project result will be initially assessed by the Innovation Board, making recommendations to the PE concerning the need/strategy for protection of each output. Special emphasis will be put in designing appropriate technology transfer arrangements to facilitate access of the novel technology to additional technology and service providers especially SME’s. The Innovation Board will advise on the appropriate IP protection strategy to allow such technology transfer arrangements. The Innovation Board will make periodic reports to all partners on the activities/outcomes/decisions arising from this task.

• Duration:  M1 - M36
• Task Lead:  Agora Partners (AGORA)