PROPOSAL
FOR MOME INNOVATION CENTRE
L Ā S M A I V A S K A
F E B 2 0 2 1
How would you approach the transformation
1
process to reposition the Innovation Center
externally towards the market?
2
How would you communicate the offer for market players so that they
understand the difference between the research-based projects and
"agency" projects?
3
4
5
MOME Innovation centre strategic positioning elements
for cooperation with the private sector
VALUE
COMPETENCE
MARKET
PROPOSITION
OFFERING
RELEVANCE
AIM
Identifying strategic focus
Establishing brand personality
Understanding external needs
What value MOME can
What is «uniquely MOME»
What elements are
MAIN QUESTION
bring to the industry?
about the offering?
important to the industry?
NEXT STEPS
See initial proposal next
TBD together with MOME
TBD through market
page
research & interviews
MOME Innovation centre strategic positioning
Value proposition & differentiation
University
Private research
innovation centre
and design centre
COOPERATION
STRATEGIC PARTNERSHIP
BUSINESS DEAL
Building medium to long-term research
Short to medium term collaboration,
relationships, alignment of interests
one-off projects
INNOVATION
PLATFORM FOR ECOSYSTEM
ECOSYSTEM MEMBER
ECOSYSTEM
COLLABORATION
Little or no engagement in
Neutral cooperation ground for
organizing cooperative projects for
companies interested in the same
competitors
research area
FOCUS
DELIVERING IMPACT
DELIVERING PROJECTS
Focus on delivering social impact, flexibly
Focus on delivering research project
adding extra resources through student
results, using the agreed upon
engagement & consultations with Innovation
resources and timeline.
centre pool of 70+ experts
1
2
How would you turn the Innovation Center into
a place for inspiration and development for the
3
citizens of MOME?
4
5
MOME as a place of inspiration
Focus on inspiration from within
PROBLEM
Academic institutions often lack strong marketing & comms office
POTENTIAL ELEMENTS
that help researchers communicate their findings and their
of communication assistance
importance to the general public. This is a lost opportunity for building
«leadership of thought» brand as well as celebrating success stories.
APPROACH
1. Understand current practices & challenges,
Help with 1-pager for
Ensure media
2. Develop communication assistance offering to researchers,
general comms
communications
3. Create a systematic approach to research communication:
1.
Consider creating a dedicated Innovation comms lead position in
MOME Innovation centre,
2.
Create research comms KPIs,
Presentation
Public speaking
3.
Set up motivation system for researchers.
design service
consultations available
IMPACT
Innovation centre’s communication strategy with MOME people
and their work at its core will increase the team’s perceived self-
worth, develop their communication skills as well as build MOME’s
MOME platform
Public conference
(open talks, podcasts,
participation
brand.
etc.)
coordination
1
2
3
What would be the first area you would focus
on once taking the position?
4
5
Collaborative transformation instead of instant change
Co-creation of Innovation centre’s strategy
1
2
3
Listening
Research
Co-creation
1:1 meetings with all 70+
Research competitors
Organize 2-3 workshops with
MOME Innovation centre
and their offering,
Innovation centre team to set
team members within first
operational models,
the centre’s values, future
3 months
strategies, etc.
strategy, KPIs
1
2
3
4
How would you finish the sentence?
For the Innovation Center to be successful it is essential, that...
5
For the Innovation Center to be successful
it is essential that there is a proactive approach to partnership development with the private
sector.
PROBLEM
Public and academic institutions often devote little resources to sales activities and operate in a
reactive mode. To successfully reorientate MOME Innovation Centre towards private market, its
important a adopt a proactive approach to business development.
APPROACH
1
2
3
+
Create initial offering
Set criteria for
Start systematic,
Consider setting up a
for private sector
potential partners,
proactive communication
motivation system for
with several options
create a longlist, set
– calls, emails, meetings
business development
– joint project
KPIs
– to inform about offering
reps
proposals, new
& understand overall
research directions ,
interests
etc.
1
2
3
4
Let's imagine that the purpose defined for the
Innovation Center could not be achieved in the next
5
few years. What could have been the problem?
Potential failures
that can undermine the success of MOME Innovation centre
1
Proclaiming transformation but failing to act accordingly, incl. but not limited to
•
Claiming focus on private collaboration, but not proactively seeking partnerships,
•
Claiming focus on social impact and sustainability, but not enforcing such policy on the grounds
(not recycling, overusing plastic, priority for cars, etc.),
•
Claiming thought leadership, but not being able to communicate research & project results in a
simple way.
2
Focusing on rapid transformation without sensitive and meaningful inclusion of the Innovation
centre people:
•
High chance of damaging the organization’s overall morale and team’s confidence;
•
Does not promote interest in adopting transformation and new routines.
THANK YOU!
L Ā S M A I V A S K A
F E B 2 0 2 1
