Benefits of the Investment
Nanotechnology paint is regarded as the next step of decoration and corrosion protection works in the industry. The development of these technologies will help to improve the entire sphere of paint-and-lacquer materials, while expansion of the retail network will help to increase the sales volumes of the nanotechnology paint, and collect feedback for further improvement of the product.
Discussion on Possible Subsequent Investments
“A” Investment Plan
First, it should be stated that this involves at least three stages: Developing the milestones, marketing tests, and organization development. These stages involve the basic steps that should be done by owners of the company for implementing the commercialization steps. Therefore, for attracting additional investments, the owners of NanoTransform/NanoFlague will have to:
- Stimulate further technical development for controlling the quality of manufacturing.
- Develop products within a wide production line: commercialization needs to be focused on creating a customer-oriented product. Consequently, this should involve studying customers’ needs, and launching the manufacturing process of the corresponding product.
- Analyzing financial information associated with sales, manufacturing, and supply-chain management. (Rosen, 2004)
The next step is the arrangement of marketing tests. The key points of the marketing tests and analysis is the collection of the business information required (marketing environment, competitors, proper marketing strategies, business development potential), as well as the definition of the marketing environment, required for successful commercialization. This will involve promotion, product positioning,
Organization development is needed for proper adjustment of the marketing structures. The possible ways of performing this step include defining the potential commercial applications, creating a promotion team, supply chain management team, and customer care management department. As for the product, organization, owners of NanoTransform/NanoFlague will have to focus on the development process, which should involve the collection of the promotion, retail, and manufacturing experience for improving the product: technological side of manufacturing, improvement of the packaging safety, implementation of quality and authenticity confirmation. Adjustment of management strategies includes the necessity to consider the arrangement of the border of directors, advisory board, recruitment plans, as well as the organizational chart. (Drake and Rhyne, 2002)
“B” Investment Plan
Marketing milestones development, manufacturing, and distribution, next-generation products. The most important step for successful commercialization is associated with defining the marketing strategy. First, the target market and audience should be defined. In accordance with the feasibility study, the target audience may be divided into two key segments, that owners of NanoTransform/NanoFlague technology will have to aim at:
- Vehicle owners, manufacturers, and services (including personal, transportation and manufacturing vehicles)
- Construction and decoration works
A customer profile will be inevitably associated with these spheres: owners, manufacturers, and service providers for vehicles, and everyone who is involved in decoration and construction works. (Hufft, and Swartz, 2005)
Distribution will be performed through the specialized distribution network, as there is no need to adjust a widely distributed chain, as the target audience will access it through the specific distribution channel, while the wide audience will be a supplementary source of income.
The development of next-generation products will involve intensive research activity aimed at improving the chemical, physical, and structural properties of the product. In fact, this is a labor-intensive, and costly procedure, therefore, essential investments will be needed. The actual importance of this development is closely linked with the development potential of the marketing benefits; hence, investors may be interested in the increased sales volume in the case of successful development. This will involve the key principles of innovation theory: next-generation products need to be safer for the environment, more effective in use, and cheaper in production. Otherwise, the investment will be less effective.
“C” Investment Plan
International growth, global business plan, next-generation positions are the key steps for investing in the development of the global nanotechnology paint manufacturing network. International growth will involve the development of retail networks all over the world, while all the manufacturing powers may be concentrated within the main factory (in Australia). This will have to enforce the marketing position of the NanoTransform/NanoFlague technology in other countries with minimal risks, and then start developing the project.
Development may be started from Asian countries, and then maybe proceed to Europe and the Americas. A global business plan is required for signing agreements with retailers, and purchasing manufacturing powers from other factories and plants for shortening the supply chains for the developing global network. Finally, the next generation positions will be invested after the successful implementation of the previously described points. (Stein, 2004)
Reference List
Drake, D. & Rhyne, E. (Eds.). 2002. The Commercialization of Microfinance: Balancing Business and Development. Bloomfield, CT: Kumarian Press.
Hufft, E. M., & Swartz, B. 2005. Sbir Programs and Product Commercialization: Kinetic Art & Technology – an Example. Journal of Small Business Strategy, 16(1), 71.
Rosen, S. 2004. The Victory of Materialism: Aspirations to Join China’s Urban Moneyed Classes and the Commercialization of Education. The China Journal, (51), 27.
Stein, D. G. (Ed.). 2004. Buying in or Selling Out? The Commercialization of the American Research University. New Brunswick, NJ: Rutgers University Press.