Open Innovation Websites- The Supplier/Customer Perspective

There are many websites now touting open innovation which in essence is a way to match up an invention/technology, product or service with a potential investor/licensee, manufacturer or distributor. Some of these websites do a good job articulating the information required to make a match while others could use some improvement. This is a case where one of Stephen Covey's 7 habits, "Begin with the end in mind" is appropriate.

Open Innovation sites will be most useful when analyzed from the supply side of the relationship first. Who is the supplier? The supplier in this case is the problem solver, investor, licensee, manufacturer, distributor etc. that we are trying to capture interest from for our innovation. They may be supplying knowledge, solutions, $'s or expertise. Since these sites typically charge the entity posting the innovation or problem needing solving, it would make sense that the poster spend adequate time on articulating the idea, product or problem such that the potential supplier can understand and hopefully connect a solution with it.

One of the sites used by Proctor & Gamble (Connect + Develop) does a good job of mentioning technology needs while also describing what they have already tried or investigated which saves the searcher valuable time. For example, one entry seeking reduced calorie density in snack foods mentions 3 methods already tried which tells me that if I have method 4, then maybe I have something they're interested in but if my technology is one of the 3 listed then maybe not.

Here are some simple examples with me as the potential innovator asking questions:

1. If I want someone to invest in my technology, can I articulate potential uses (products, industries, applications) for that technology in addition to solely providing details describing what it is?
2. If I want someone to purchase and distribute my product, can I articulate how it may be packaged or purchased or shipped clearly? Can I provide lead times or availability if applicable?
3. If I need a manufacturer, does my entry let someone know basic manufacturing processes (i.e. injection molding, extrusion, powder coating) that I need to produce my product?
4. If I want a licensee for my service (or product), what is the proof or background that I can provide to meet potential investor needs (previous orders, testimony from initial users, quality of work and most certainly, the basic business case)?

You could make a much longer list. The point is that like everything else we do, open innovation needs to focus on the concept understanding to the potential supplier for my problem. The supplier/customer relationship in open innovation can become very blended and we could argue over who actually is the supplier and customer in this relationship but either way, looking at the innovation from the other side will provide clarity and hopefully better responses.