Box 1 Presenting yourself

How you present your technology and to whom is critical to finding and forging successful partnerships. To maximize your chances, focus on these points in your presentation to potential partners.

Start with the business proposition. "My company can solve problem X by providing solution Y" (but be brief). Or, "My company seeks a partnership from point A to deliver B." And you must include this: "We expect to be paid in manner C." Emphasize the value added, not the clever science, and certainly not how little it costs!

Identify the right individuals in the target company to hear your presentation. The decision to accept your platform is ultimately driven by whether it solves an important problem for one or more individuals in the room. These decisions are more likely driven by career risk than industry-wide or even company-wide needs. So don't waste time selling to the people who run the traditional inefficient or risky process that you hope your technology will replace or improve; they will not be receptive. Instead, target your presentation to those who depend on the existing process to succeed in a larger context—they will almost certainly be interested in your new approach.

Do not craft the traditional presentation that builds slowly to a grand finale. This 'movie script' approach is more likely to bore the audience than to produce the standing ovation it seems intended to obtain. Instead, you must answer the "so what?" question with every piece of information you present, making sure you address the potential partner's interests at every step.