Big Picture

Unit Learning Outcomes (ULO): At the end of the unit, you are expected to

a. Develop a Go-to-Market Strategy; and

b. Discuss the basic concepts and principles in intellectual property protection;

Big Picture in Focus: ULOa. Develop a Go-to-Market Strategy

Metalanguage

In this section, to develop a go-to-market strategy and to demonstrate ULOa will be

operationally defined to establish a common frame of reference as to how the texts or words
work in your chosen field or career. You will encounter these terms as we go through the
study of the course. Please refer to these definitions in case you will encounter difficulty in
understanding the concepts.

1. Marketing. It is defined as the overall process of planning, pricing, promoting,

distributing, and selling of the product or service in order to determine and satisfy the
needs of customers and the company.
2. Branding. It is a marketing approach where entrepreneurs establish the name of the
business. Branding helps the business as it gives customers a memory recall upon
seeing the name, the label, or anything that reminds them of the product.
3. Positioning. It is a marketing approach where entrepreneurs find ways that the
business stands out and recognized among competitors.

Essential Knowledge

Market Research Implications

You now have the result of your market research. How did you find the feedback of
the marketplace on your product or service? Maybe, some of you got the acceptance of 80%
and above while others got lower than 50%. The market research says a lot to your next
move as it can make or break your product or service. Also, your market research could
have made you realized the reasons of the marketplace for accepting and rejecting the
product you introduced to them.
 Having a high acceptance rate allows your existing product or service to have a better
chance of competing in the marketplace. While having a lower one allows you to enhance
the existing product or service to the taste of your target market. Lower ratings can also
indicate that the product or service is not a need or a want, or even a competitive one from
the currently enjoyed products or services by the market. If you got the lower ratings, you
might try to consider enhancing your offer to the interest of your market or changing the
product idea totally. In any case, let your product or service be evaluated once again by the
marketplace through market research.

Even if you have an acceptance rating of 80% and above, there is still this step that
every product or service must have, and it is the marketing phase. Marketing is defined as
the overall process of planning, pricing, promoting, distributing, and selling of the product or
service in order to determine and satisfy the needs of customers and the company. The
definition of marketing clearly indicates the importance of customers. The data you have
gathered in the market research can be used to discover what the customer likes or makes
them interested in your products or services.

Marketing Strategy

Since marketing is essential in the success of any business venture, as

technopreneurs, you need to set the vision, mission, and goals that you want your product
or service to achieve during marketing. Technopreneurs develop a marketing strategy that
may address the concern of product introduction, pricing, distribution, promotion, projected
profitability, and sales. The marketing strategy must be consistent with the vision, mission,
and goals you have set for the product or service. Also, remember to develop a strategy that
will work with what you have and bounded by the resources that you have.

A company’s mission statement defines the reasons for doing the business. In simple
terms, the mission is the purpose of the business. The mission stands as the guiding
principle of the company of what it should do on a day-to-day basis. Think of the mission
statement of the university. The university is living the said mission by providing students
with professors who are well-educated and well-trained individuals. It supports its students
with the best people having state-of-the-art facilities without disregarding the minority.

Also, companies set a vision statement as an indication of what they want for their
business to be or to be known for. Vision is fixed with a timeline to ensure that the business
can progress where they want it to be. It is something that is evaluated from time to time if
progress is really happening.

In setting goals of the product or service, remember the acronym SMART. SMART
stands for Specific, Measurable, Attainable, Realistic, and Timely, and it must be used with
singularity.
 Specific Goals should be clear and specific in nature. Being specific lets, a goal
answers the questions, “What?”, “Why?”, and “How”.
Measurable Goals should be measurable. Measuring the result of the goal helps
technopreneurs decide whether it is effective or not.
Attainable Goals should be attainable and not too far out of reach.
Technopreneurs cannot just write any goal which is impossible to attain.
Realistic Goals should be realistic. The goals set by technopreneurs should
represent things to which they are willing to commit.
Timely Goals should be timely. It must establish a timeframe to complete the
goal. Keep in mind that a goal without a timeframe is just a dream.

Goals are categorized into two; one is financial, and the other is non-financial.
Financial goals include knowing how much money you will earn and how quickly you can
repay debts. On the other hand, non-financial goals focus on personal satisfaction. Goals
can both be into categories like selling products at a lower cost but gives you a good profit.
In such a case, many of the target customers can afford it while you also earn your profit.
Also, goals must be set in short-term, medium-term, and long-term plans for the business.
The said goals must work in parallel because you cannot afford to change directions or goals
after some time. Set goals that fit with what you want your business tomorrow.

Short-term goals are said to be goals that are attainable or achievable after a year of
doing business. According to Cynthia Greene (2011), short-term goals can be stated in
terms of the number of customers, level of sales, level of profits, or other measures of
success. By setting the short-term goal, you can already devise a marketing strategy to
attain it. For example, you established your business somewhere in Davao City, and you
intend to increase the number of customers that you can reach in the city. What can a
possible marketing strategy be used? In general, you can focus on customer-based strategy.
Set short-term goals that may focus on customer-based strategies like promotion and
distribution.

Medium-term goals focus on what the business can achieve in the next two to five
years. Having set the short-term goals, make sure that it compliments your medium-term
goals. Given that you have increased your reach in Davao City that allowed in the increase
of sales try to consider expanding the business by adding more offerings and even reaching
to customers outside of Davao. Look at your business as to how you want to see it in five
years’ time. Pretty sure you do not want that the business becomes stagnant since people
might end up disinterested over time, and similar business to yours may arise.

After establishing medium-term goals, also consider long-term goals that help you
view the business in 5, 10, 15, or even more than 20 years. Look at how the known
businesses nowadays started and cemented their ways to where they are right now. It is
good to examine year-by-year how are you doing with your goals. By doing such, it helps
you focus on your goals and make necessary changes along the way.
Working on the Marketing Plan, Branding and Positioning

By now, you have set your businesses’ goals and consider marketing strategies to
attain it. The next thing to work on is to develop a marketing plan. Why is it important to
develop a marketing plan? The marketing plan helps you define the market, identifies
customers and competitors, outlines strategy in customer relations, and identifies possible
changes. The marketing plan is similar to that of your business model canvass, but it focuses
on the details of every component you have written in the canvas based on marketing
aspects alone. The marketing plan forms part of the business plan, and it helps you in
seeking financing for your business. Here are some questions that the marketing plan must
be able to answer, as presented by Cynthia Greene (2011):
• What product or service will my business offer?
• Who are my target customers?
• Is there a constant demand in the market on the product or service that I offer?
• Are there other businesses that provide the same product or service as I do?
• Can I dictate the marketplace to demand my product or service?
• In terms of price, quality, and delivery, can my product or service compete
effectively?

In order to address the questions presented, the marketing plan must include the
information: details of the product or service, target market, product or service competition,
the budget of marketing, details of the business location, pricing strategy, promotional
strategy, and distribution strategy.
It is known that the marketplace offers a lot of different products and services, and
some of it is actually similar to one another. As entrepreneurs in general, our products and
services have to find a way that they can stand out from others to be recognized. It is
important to consider the branding of the business as it helps the business to be identified.
In intellectual property rights protection, it will be discussed that customers have the recall
of the business upon seeing the name, symbol, or anything that represents the product.
Products and services must establish a good name that can be recognized through its
distinguishable marks.
Also, even if businesses are similar to each other, entrepreneurs must be able to
know the product positioning in the market. Positioning creates an image of the product that
customers perceive. Things like price, features, and quality are commonly used to position
in the market. Other also consider having excellent customer service relationship as
customers consider it essential. When positioning the business, we can also stick to the
tagline that we have connected to our company name. Tagline helps people recall your
business too.
 Think of Apple products, for example, if you happen to own one, what was the reason
for you to choose an Apple product? We know that Apple products are expensive, and it is
not commonly used by many of us; however, they still got a market. Apple positioned itself,
bearing the quality and creative aspects. Whenever we hear “Apple” in the technology field,
we have a recall in the mind of quality and stylish products. They have been developing
products that are way different from other brands. Most Apple products are thin and
lightweight, too. Have you noticed that?
Marketing Channels

Marketing channels or media channels are business’ vehicles towards the customer.
It is a platform where you can extend your marketing techniques and let customers hear or
have an encounter with your product or service. There are two marketing channels that your
business can utilize. The first one is the traditional media channels, while the second is the
digital media channel. Traditional media channels include the following:

• Print Publications – Newspapers, magazines, journals

• Radio – through advertisements using famous people in the entertainment, and even
radio announcers
• Television – through commercials and endorsements of celebrities
• Billboards – these are usually scenes along highways bearing faces of celebrities
• Signage – some of these are found in places commonly visited by customers like that
of grocery shops or sari-sari stores, where you can read the names of the stores, but
it is printed in signage bearing the name of another business.
• Events – gatherings of small businesses or expo, or it could be through a sponsorship
where you can promote your products or services

Digital channels, on the other hand, are now commonly used because of the
emergence of the internet connection. Things went easier over the internet because you can
already reach people anytime and anywhere as long as internet connectivity is available.
Digital media channels include:
• Websites – you can already avail of the web hosting to have your own website
published in the internet
• Blogs – similar to that of websites, blogs are found on the internet and are focused
on a particular content; writers of blogs add advertisements to their sites

• Social media – everyone is on social media like Facebook and Instagram; you can
directly create content for your business and promote by paying these social media
sites
• E-mail – if you are connected over the internet, probably you have at least one e-mail
being used; you can promote your business by sending commercials or invitations
over the e-mail
• Video – you are surely annoyed by the moments where you are stopped from
watching a Youtube video just for them to play the ads
• Mobile – nowadays, people are hooked with the latest phones, and its free
applications actually contain ads of different businesses
 • Webinars – businesses make use of the online platform like webinars to extend their
reach to customers; other businesses extend by giving free webinars or online
training

Self-Help: You can also refer to the sources below to help you further
understand the lesson

*Greene, C.L. (2011). Entrepreneurship Ideas in Action 5e, Cengage Learning

*Duening, T.N. (2010). Technology Entrepreneurship: Creating, Capturing, and Protecting

Value, USA, Elsevier Inc.

Let’s Check
Activity 1. Let us try to check your understanding of the discussion on go-to-market strategy.
In the space provided, write the term/s being asked in the following statements.
1. What goals are said to be goals which are attainable or
achievable after a year of doing business?
2. A media channel that uses applications like Instagram and
Facebook.
3. One of the traditional media channels that utilize newspaper,
magazines and journals is called .
4. What goals focus on what the business can achieve in the next
two to five years?
5. A statement that acts as an indication of what entrepreneurs want
for their business to be or to be known for.
6. What does M stands for in the acronym SMART in goals?
7. In terms of the acronym SMART, what does it mean when a goal
is measurable?
a. A team can collect data on the goal.
b. The goal can easily be achieved.
c. The goal will challenge a student.
d. The goal includes a deadline for completion.

8. Grocery store name found in a display bearing the name of a

beverage company is what kind of traditional media channel?
9. Which of the following does NOT describe a SMART goal?
a. Systematic
b. Measurable
c. Attainable
d. Realistic
e. Time-bounded
10. What quality of a smart goal talks about being able to be
achievable by the business?

Activity 2. In this activity, you will be provided by slogans, taglines, and portions of
company logos by companies that helped them in marketing their businesses. You are
expected to give the company names beside each item.

1.

2.

3.

4.

5.

6.

7.

8.

9.

10.
Let’s Analyze
Activity 1. Group Activity. Based on your product idea, discuss with your group how you will
enter the marketplace with your product. Discuss what the approaches that you will be using
are. You may also refer to your business model canvas.

Activity 2. Research on the different marketing strategies used by known companies and
discuss how they were able to do it. Cite at least two (2) companies as part of your
discussions.

In a Nutshell

Activity 1. You have now known different approaches in go-to-market strategy. Now, I want
you to share your conclusions or perspectives from our discussion. I will provide you my
perspective, and you continue the remaining.

1. A go-to-market strategy is an essential step that establishes your business venture

in the marketplace.
Your Turn

2.

3.

4.

Big Picture in Focus: ULOb. Discuss the basic concepts and

principles in intellectual property protection.

Metalanguage

In this section, the basic concepts and principles in intellectual property protection
and to demonstrate ULOb will be operationally defined to establish a common frame of
reference as to how the texts or words work in your chosen field or career. You will encounter
these terms as we go through the study of the course. Please refer to these definitions in
case you will encounter difficulty in understanding the concepts.

1. Intellectual property. Intellectual property is the original creative work of an artist,

an inventor, a scientist that includes things such as songs, novels, designs, and
inventions.
2. Prior art. It is any evidence that makes the said invention to be known already. Prior
art is one of the bases for checking the novelty of the filed protection claim.
3. Patent. It is a right given for any technical solution of a problem in any field of human
activity which is new, involves an inventive step, and is industrially applicable
4. Industrial design. An intellectual property right focused on the ornamental or
aesthetic aspect. It is similar to a patent, but the industrial design may or may not
have an inventive step.
5. Trademark. It is a word or group of words, a sign or symbol, a logo, or a combination
of the aforementioned that identifies and differentiates the source of the goods and
services from others.
 6. Copyright. Copyright laws grant the authors, artists, and other creators automatic
protection from the moment of creation of literary and artistic creations.
7. Trade secret. Trade secrets are also under intellectual property rights on confidential
information which may be sold or licensed. It can be any practice or process of a
company that is generally not known outside of the company.

Essential Knowledge

Understanding Intellectual Property

Intellectual property is the original creative work of an artist, an inventor, a scientist
that includes things such as songs, novels, designs, and inventions. Such works may be
registered for special government protections that allow owners the exclusive right to use
such intellectual property for making a profit. Once a work is registered under intellectual
property such as patents, trademarks, trade names, and copyrights, no one else can use
the said registered work without the consent of the lawful owner.
In the Philippines, intellectual property is guided by Republic Act No. 8293, known as
the Intellectual Property Code of the Philippines. Sec. 2 of R.A. 8293 states that the state
recognizes that an effective intellectual and industrial property system is vital to the
development of domestic and creative activity, facilitates the transfer of technology, attracts
foreign investments, and ensures market access for products. It is clear that intellectual
property is recognized and given importance for its contributions to individuals and the
country as a whole.
Intellectual property rights in R.A. 8293 is consist of copyright and related rights,
trademarks and service marks, geographical indications, industrial designs, patents, layout
designs of Integrated Circuits, and protection of undisclosed information. It is wrong to say
that intellectual property rights are just for patents alone as it is clear in the definition of R.A.
8293 that there are a lot of things considered in intellectual property protection.

The Philippines established an Intellectual Property Office (IPO) that helps administer
and implement the state policies declared in R.A. 8293, and the said office has the following
functions as stated in the law:
a) Examine applications for grant of letters patent for inventions and register
utility models and industrial designs;
b) Examine applications for the registration of marks, geographic indication,
integrated circuits;
c) Register technology transfer arrangements and settle disputes involving
technology transfer payments covered by the provisions of R.A. 8293 Part II,
Chapter IX on Voluntary Licensing and develop and implement strategies to
promote and facilitate technology transfer;
d) Promote the use of patent information as a tool for technology development;
e) Publish regularly in its own publication the patents, marks, utility models, and
industrial designs, issued and approved, and the technology transfer
arrangements registered;
 f) Administratively adjudicate contested proceedings affecting intellectual
property rights, and
g) Coordinate with other government agencies and private-sector efforts to
formulate and implement plans and policies to strengthen the protection of
intellectual property rights in the country.

Intellectual Property Rights

Let us discuss individually the items mentioned under the intellectual property rights
for deeper understanding. The first thing we will discuss is the widely known patent. A patent
is a right given for any technical solution of a problem in any field of human activity, which
is new, involves an inventive step, and is industrially applicable. Such a technical solution
can be a product, a process, or an improvement of any of the two. Note that the definition
states, “Inventive step,” this means that the said product or process has something to do
with novelty. In the Philippines, a patent is supported by the laws R.A. 8293 The Intellectual
Property Code and R.A. 9502 Universally Accessible Cheaper and Quality Medicines Act of
2008. Rules involving a patent uses the Revised Implementing Rules and Regulations (IRR)
for Patents, Utility Models and Industrial Designs recently amended by Memorandum
Circular No. 17-013 and IRR of the Universally Accessible Cheaper and Quality Medicines
Act of 2008. The patent gives an inventor the exclusive right from excluding others in making,
using, or selling the patented product during the life of the patent. Patent owners may give
permission or license to other parties to use the patented invention upon mutually agreed
terms. Also, patent owners have the authority to sell the patented invention to someone and
transfers that patent to the new owner.
The question is, how can we file for a patent? Based on R.A. 8293, the invention must
meet the following criteria. IP code defines the invention as new if it is not part of the domain
of prior art. Prior art is any evidence that makes the said invention to be known already. It
does not need to exist physically or be available commercially. It is something that provides
an idea, be it described or shown, or made something that contains the use of technology,
which is similar to the invention being filed a patent with. Also, the invention must have an
inventive step to which it is not obvious to a person skilled in the art at the time of the filing
date or priority date of the application claiming the invention. This implies that the way it was
developed or brought into was not made from an obvious fact. The third criterion is that the
invention can be produced and used in any industry, making it industrially applicable. If an
invention is patented, its term shall be twenty (20) years from the filing date of the application
and must be maintained yearly, starting from the fifth year.
Here are some patent databases where you can check on patented works:
• Google Patents - https://patents.google.com/advanced
• Espacenet Patent Search - https://worldwide.espacenet.com
• United States Patent and Trademark Office - https://www.uspto.gov/patent
 Another right that we can avail of is the utility model. The utility model allows the right
holder to prevent others from commercially using the registered utility model without the
owner’s consent or authorization. A registrable utility model could be any technical solution
to a certain problem in any given field of human activity defined to be new and industrially
applicable. Utility models may or may not have an inventive step for it to be registrable.
Registration of a utility model is inexpensive, faster to obtain, and with less patentability
requirements compared to that of the patent. Unlike a patent, a utility model is entitled to
seven (7) years or protection from the date of filing. Also, it has no possibility of renewal.
An industrial design is another intellectual property right focused on the ornamental
or aesthetic aspect. The design may be defined as three-dimensional features such as
shape or surface, or two-dimensional features like lines, patterns, or colors. The industrial
design includes handicrafts, jewelry, vehicles, appliances, and others, belonging from
fashion to industrial goods. A registered industrial design allows the owner of the right to
prevent others from making, selling, or importing articles embodying a design identified to
be a copy or a substantial copy of the protected design given such acts undertaken for
commercial purposes. The said intellectual property right has a period of five (5) years from
the date of application filing and may be renewed for not more than two (2) consecutive
periods of five (5) years.
Have you played the game Logo Quiz? It is actually clear evidence that there is a
brand recall by just looking at portions of their logos. Logos are considered under
trademarks, and it can also be registered. A trademark is a word or group of words, a sign
or symbol, a logo, or a combination of the aforementioned that identifies and differentiates
the source of the goods and services from others. Businesses register for trademarks
because it gives them a competitive advantage. It protects a business’s identity in the
market. Registered trademarks give the owners the exclusive rights to prevent others from
exploiting the mark in any way. Trademarks' period of protection is ten (10) years from the
date of issuance and is renewable for ten (10) years at a time and can also be protected in
perpetuity if regularly monitored and properly maintained. Try visiting this site
https://www3.wipo.int/branddb/ph/en/ to check on the Philippines Trademark Database.
Did you know that doing a song cover without the permission of the registered song
owner is a violation of an intellectual property right? Yes, it is indeed a violation. Copyright
is a legal protection extended to the owner of the rights in an original work. The “original
work” is referred to as any production in the literary, scientific, and artistic domain. Copyright
laws grant the authors, artists, and other creators automatic protection from the moment of
creation of literary and artistic creations. In the IP code, books and other writings, musical
works, films, paintings and other works, and computer programs are among the literary and
artistic works.
Creators of works protected under copyright hold the exclusive right to use or
authorize others in the use of the work based on agreed terms. Copyright term of protection
is generally the lifetime of the author plus 50 years. For multiple authorship or ownership of
copyright, the term of protection is treated differently. Chapter XVI, Section 213 of the R.A.
8293, stipulates that if the work is protected by joint ownership, its protection must be the
life of the last surviving author plus 50 years.
 Copyright protection using anonymous or pseudonymous works shall be protected
for 50 years from the date on which the work was lawfully published. For works of applied
art, protection shall be for a period of 25 years from the date or marking. Photographic works
are also protected for 50 years from publication and 50 years from making if unpublished.
Also, audio-visual works are protected 50 years from the date of publication and date of
making if unpublished. Certain provisions for the above mentioned are provided in Chapter
XVI, Section 213 of R.A. 8293.
Trade secrets are also under intellectual property rights on confidential information
which may be sold or licensed. According to World Intellectual Property Office, for
information to qualify as a trade secret, it must be commercially valuable, known only to a
limited group of persons, and subject to reasonable steps taken by rightful holder of the
information to keep it secret including the use of confidentiality agreements for business
partners and employees.
If we applied for IP protection right in the Philippines and granted one, does it also
cover overseas protection? IP rights are territorial in nature, and this means that the right
covers only the country or region where protection has been applied for and obtained. Each
country has its own law that covers intellectual property rights. World Intellectual Property
Organization (WIPO) advises that one should consider applying for IP protection in countries
to which he or she likely to export or license the product or service. WIPO has made a
system for international protection to simplify the process of seeking IP protection.

Self-Help: You can also refer to the sources below to help you further
understand the lesson

*Greene, C.L. (2011). Entrepreneurship Ideas in Action 5e, Cengage Learning

*Duening, T.N. (2010). Technology Entrepreneurship: Creating, Capturing, and Protecting

Value, USA, Elsevier Inc.

*IP Rights Laws and Rules. Intellectual Property Office of the Philippines, Accessed from
https://www.ipophil.gov.ph/intellectual-property-code-implementing-rules-and-
regulations/
Let’s Check

Activity 1. Let us try to check your understanding of the discussion on intellectual property
protection. In the space provided, write the term/s being asked in the following statements.

1. What protects the intellectual property created by artists?

2. What protects the intellectual property created by inventors?
3. Logos, names, and brands are protected by this right.
4. In most countries, how long does a copyright last for?
5. How long do patents usually last for?
6. If you write an original story, what type of intellectual property gives
you the right to decide who can make and sell copies of your work?
7. Imagine a footballer sets up his own company to sell his own range of
clothes. What type of intellectual property can he use to show that the
clothes are made by his company?
8. If a company develops a new technology that improves its main
product, what type of intellectual property can they use to stop others
from copying their invention?
9. What law in the Philippines covers the intellectual property?
10. R.A. 8293 is known as the .

Activity 2. Using the Philippine Trademark Database with the web address
https://www3.wipo.int/branddb/ph/en/, search for the different trademarks filed under the
name of the University of Mindanao. Present at least three different trademarks and record
their individual details.

Let’s Analyze

Activity 1. Group Activity. Different IP protection rights were presented in the discussion of
ULOb. This time, I want you to discuss with your group the different components of your
product idea, which you think are possible to be protected under R.A. 8293. Explain why
do you consider the following items and cite their qualifications.
Activity 2. Here are some questions to think about, feel free to express your thoughts and
support with facts if necessary.

1. When do you think it is the best time to file for a trademark? Why is it the best time
to do so?

2. Is it necessary to file international IP protection even if you have just started your
product or service? Why or why not?

_
In a Nutshell

Activity 1. You have now known what intellectual property rights are and how they can be
used for protection. Now, I want you to share your conclusions or perspectives from our
discussion. I will provide you my perspective, and you continue the remaining.

1. Intellectual property rights allow businesses and individuals to be protected.

Your Turn

2.

_
3.

_
4.