Skip to main content


Oxford, UK


22nd - 23rd July 2020

Course overview

This is specialised course designed to equip those who are working in key areas such as software commercialisation in which different approaches to intellectual property rights and routes to market are routinely required.

  • What is Software?
  • Assessing Software
  • Protecting Software
  • Assessing a Software Project
  • Taking Software to Market: Licensing
  • Taking Software to Market: Start-up Business Models
  • Taking Software to Market: Start-up Market Research and Pricing
  • Taking Software to Market: Start-up Fundraising
  • Pitching a Software Project to Investors
  • Sector Case Studies

It is a 15-hour course which provides 15 ATTP CE points.

Who should attend?

  • Knowledge Exchange and Commercialisation professionals working in Universities or Research Institutes
  • Founders of high tech start ups
  • Professionals working in Public Sector Research & Innovation
  • Technology Transfer Managers
  • Managers and facilitators of Digital Incubators or Accelerators

Accreditation and Certification

This course is accredited by the Alliance of Technology Transfer Professionals (ATTP) to provide 15 Continuing Education points which can be used when applying for professional recognition as a Registered Technology Transfer Professional (RTTP).

Course Fee

The attendance fee is £795 + VAT per participant. Advance payment is required, to pay please register your details using the form at the bottom of the page and select the BACS/transfer or online payment option.

Places are limited and will be allocated on a first-come, first-served basis.

Whats included?

  • 15 hours of practical teaching across two days
  • Access to slides and reference materials (electronic or otherwise)
  • An Oxentia certificate of completion
  • 15 Continuing Education points accredited by the Alliance of Technology Transfer Professionals (ATTP)
  • Morning and afternoon refreshments + a full lunch is provided each day.

Agenda: Day 1

08:45- 09:00

Arrival and refreshments

09:00- 09:45

What is software?


  • What is software and key terminology

  • Software development vs. deployment

Learning outcomes:

  • Understand the key components of software and how they relate to commercialisation

  • Gain insight into some of the ways in which software is developed

09:45- 10:00


10:00- 11:00

Assessing software


  • Software state and software commercialisation levels (SCLs)

  • Questions to ask when assessing software projects

  • What next?

Learning Outcomes:

  • Understand some of the key issues that will influence the commercial potential of a software project

  • Discover tools and frameworks to assess software projects

  • Develop awareness of the various commercialisation routes depending on software readiness

11:00- 12:30

Protecting software


  • Key IP rights relating to software and data

  • Software copyright and patents

  • IP diligence and ownership issues

Learning outcomes:

  • Become familiar with how key IP rights relate to software

  • Understand the complexities and regional variations of software patents, and learn when applying for such a patent can be worthwhile.

  • Build awareness of some relevant copyright complexities and of the challenges produced by the existence of multiple copyright holders.

  • Learn the key questions to ask when undertaking IP due diligence on software and digital projects.

12:30- 13:15

Lunch and refreshments are provided

13:15- 14:15

Practical Exercise 1: Assessing a software project

Read the scenarios and consider the following:
  • What Software Commercialisation Readiness Level is this project at?
  • How would you carry out due diligence (software state and ownership)?
  • What would be your IP strategy?
  • What would you do next? What would be your
  • approach to commercialisation?
Learning outcomes:
  • Put into practice tips and advice on how to assess and protect software and digital projects
  • Consider the IP and commercial implications of
  • developing early stage software and digital projects
14:15- 15:30

Taking software to market: Licensing


  • Introduction to software licensing

  • What is Open Source?

  • Examples of Software Licensing

Learning outcomes:

  • Develop an understanding of how the different components of software can be licensed

  • Become familiar with the implications of open source in relation to licensing

  • Build awareness of different types of software licenses and how they can be implemented in real-world examples

15:30- 15:45


15:45- 17:00

Practical Exercise 2: A licensing case study

Read the scenarios and consider the following:
  • What would you license? What type of license would you have?
  • How would you package the software? What terms would you have?
  • How would you price it? What fees would you have?
  • How would you monitor the Licensee’s use of the
  • software?
  • How would software upgrades fit into the license deal?
Learning outcomes:
  • Consider the implications of different license types and terms in different scenarios
  • Understand how license structure and pricing may vary across different applications, markets, and end-users/licensees.
17:00- 17:15

A quick recap and discussion of the days key learning outcomes.

Agenda: Day 2

08:15- 08:30

Arrival and refreshments

08:30- 09:30

Taking Software to Market: Start-up Business Models


  • What is a business model

  • Business models for software / digital businesses

  • Business modelling tools

Learning outcomes:

  • Develop a shared understanding of business models

  • Understand what makes business models distinct for software and digital businesses

  • Become familiar with business modelling tools

09:30- 10:45

Taking Software to Market: Start-up Market Research and Pricing


  • Tools and frameworks to identify and research your target market

  • Techniques for estimating price and revenues

Learning outcomes:

  • Learn how to identify and research your target market

  • Understand the importance of testing assumptions around your business in your target market and shaping your value proposition around your target customer

  • Discover some tools and techniques to estimate the price for software

10:45- 11:00


11:00- 12:00

Taking software to market: Start-up fundraising


  • Start-up fund raising

  • Types of Investors

  • Case study: Software Project

Learning outcomes:

  • Understand the funding landscape for high growth tech start ups

  • Types of investors and what they’re looking for

  • How to raise funds via several routes

  • Common pitfalls, challenges and solutions

12:00- 12:30

Practical Exercise 3: Pitching a Software Project to Investors

Read the scenarios and consider how you would pitch the idea to the following investor types:
  • Venture Capital (VC)
  • Angel Investor
  • Crowdfunding
Learning outcomes:
  • Understand key decision making criteria of different types of investors
12:30- 13:15

Lunch and refreshments are included

13:15- 14:45

Practical Exercise 4: Sector Case Studies


  • Common themes across different software sectors

  • Case Study 1: Digital Health

  • Case Study 2: Autonomous Vehicles

Learning outcomes:

  • Understand some of the common themes surrounding the commercialisation of digital services and products in new software sectors

  • Discover the opportunities and challenges faced when commercialising software and digital ideas in these rapidly evolving sectors

14:45- 15:00


15:00- 17:00

Selected case studies

17:00- 17:15

A recap and discussion of the days key learning outcomes, and presentation of course completion certificates.

Book your place

Full price £795.00 + VAT (£954.00) + group discounts available (email for details)

To book your place, fill out the form below and select your payment option: request an invoice to pay via bank transfer/BACs or pay online via PayPal. If you’re booking on behalf of someone, enter your name in the ‘Booking details’ field and the trainees name under ‘Trainee Details’.

Please note that the PayPal price is inclusive of VAT, once the transaction is completed our accounts department will issue you with an itemised receipt including the VAT.

Please read Oxentia Ltd’s training terms and conditions in full before booking.

If you have any questions or would like to enquire about group discounts, please email

Booking Details

Trainee Details


This website site uses cookies to improve your browsing experience. By continuing to use this site, you are agreeing to our use of cookies. Review our privacy policy.

Accept and close