Taking Software and Digital Ideas to Market

Course summary

Taking Software and Digital Ideas to Market


This one-day course covers the priority issues when considering taking digital ideas to market. It provides an overview of effective strategies to realise the market potential of digitally-based enterprise and participants will develop relevant legal, technical and commercial skills for their own benefit as well as for that of their organisations.

The course is highly interactive and draws on practical, real-life business experiences to provide authentic and useful learning that participants will be able to apply directly to their future endeavours. The structure is based around the following four key topics, and incorporates exercises and case studies throughout the content:

  • Protecting digital innovations
  • Developing a commercial strategy
  • Raising funds for digital ventures
  • Growing a start-up busines

Programme details

Protecting digital innovations


To empower participants with knowledge of both the formal rights (registered and unregistered) informal rights, structures and defensibility strategies available for effective protection of the intellectual property underlying web-based, mobile and software products and enterprises.


  • Become familiar with key instruments for Intellectual Property protection including, in particular:
    • Patents and copyrights
    • Registered Designs and trademarks
    • Know-How and trade secrets
  • Develop a basic understanding of international and regional variance in protection strategies
  • Understand the potential pitfalls 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
  • Appreciate the risks proposed by reverse engineering and de novo re-development.
  • Learn the key questions to ask when undertaking intellectual property due diligence on software and digitally-based initiatives
  • Become cognisant of innovative combinations of strategies to exploit know-how in fast-moving digital markets
  • Conceptualise how to design personally relevant IP protection strategies, and other approaches to defending your product and ideas

Developing a commercial strategy: Business models, market research, and pricing


Learn the critical questions to ask when contemplating a project to commercialise digital know-how. Gain basic knowledge of how to use the information obtained to adopt an optimal approach in making the move to market.


  • Develop key skills to evaluate your idea, and decide on a commercialisation strategy
  • Gain an overview of the different business models for making money with digital businesses
  • Become familiar with business modelling tools and techniques
  • Learn how to identify and research your target market
  • Learn how to test your idea through market validation techniques
  • Discuss the components of a pricing strategy for digital products and services
  • Learn techniques for estimating price and revenues

Raising funds for digital ventures


Learn about the different ways to raise funds for digital ventures, the role of the business plan and financial projections in the fundraising process and the importance of understanding basic finance concepts when running a digital start-up.


  • Understand the difference between bootstrapping and using external resources to fund activities
  • Appreciate the necessary documentation and steps that need to be taken for the fundraising process
  • Get a good working knowledge on financial statements terminology and how to link financial projections with enterprise valuation
  • Learn about the investors’ (funders’) expectations and how to meet them

Growing a start-up business


Learn about the different stages in product and business development and how they overlap. Understand the concept and importance of lean product development, the timing for incorporating a business, the legalities and workspace needed for a start-up company and how to put the right team together.


  • Get an overview of the lean development process
  • Understand the difference between the various business incorporation documents and agreements
  • Gain an understanding of the qualities and skills needed for the start-up team
  • Learn about the entrepreneurship ecosystem and the support mechanisms and facilities available to digital enterprises and entrepreneurs


This course was developed in conjunction with Oxentia Ltd, a global technology transfer and innovation management consultancy, established in 2004 as the innovation consulting division within Oxford University Innovation.  Oxentia Ltd. work with clients in over 50 countries, supporting innovation management, technology commercialisation and entrepreneurship training and support.

Oxentia is the biggest technology transfer unit in Europe and has created over 100 companies. It is the highest university patent filer in the UK and currently manages a portfolio of over 1,500 patents.


Participants who attend the full course will receive a Certificate of Attendance. The sample shown is an illustration only and the wording will reflect the course and dates attended.


Accommodation is available at the Rewley House Residential Centre, within the Department for Continuing Education, in central Oxford. The comfortable, en-suite, study-bedrooms come with tea- and coffee-making facilities, free Wi-Fi access and Freeview TV. Guests can take advantage of the excellent dining facilities and common room bar, where they may relax and network with others on the programme.


Standard course fee: £495.00


We offer several payment options:

Pay immediately online by credit or debit card

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Send a completed application form to the course administrator by e-mail or post, and choose:

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Fees include course materials, tuition, refreshments and lunches. The price does not include accommodation.

All courses are VAT exempt.


Dr Bruno Reynolds

Senior Consultant, Oxentia Ltd Bruno Reynolds

Bruno Reynolds is a senior consultant at Oxentia Ltd., specialising in Knowledge Exchange and Commercialisation for Universities and on large global impact programmes.  Since joining Oxentia in 2013, Bruno has specialised in marketing technologies, IP landscaping and training, and core Life Science technology transfer.  He completed his MSc in Neuroscience at University College London and a PhD in Developmental Biology at Cambridge University. Following this he held a postdoctoral research position at Oxford University. Bruno then moved to Portugal where he studied for an MBA and founded a technology transfer company that managed IP and business development opportunities for Life Science research institutes in the greater Lisbon area.

Britta Wyatt

Course Tutor

Managing Consultant, Oxentia Ltd

Britta has a background in early-stage investment, business analysis, and strategy.

In 2013, she joined Oxentia’s consulting team, where she supports university, government, and private sector clients to build capacity and enable innovation for the benefit of economies and societies.

As a Senior Consultant, Britta’s role includes:

1) Training and mentoring innovators and TTOs on topics related to technology commercialisation, entrepreneurship, impact and innovation;

2) Helping bring innovations to market through bespoke services such as IP assessments, market research, and international business development;

3) Working in partnership with organisations to design, implement, and evaluate KEC programmes and processes, through activities such as benchmarking studies, best practice reviews, innovation ecosystem reviews, impact assessments, business planning, and higher education strategy.

Before joining Oxentia, Britta worked as a commercialization consultant at Ireland’s National Digital Research Centre (NDRC), an award winning early stage investor and accelerator. Britta has a BA from Denison University, and a Master’s in Business Administration from the University of New Hampshire, USA. She is Prince2 certified.


If you would like to discuss your application or any part of the application process before applying, please contact:
Course Administrator
Tel: +44 (0)1865 286958
Email: business@conted.ox.ac.uk

Level and demands

If you're uncertain whether this course is suitable for your requirements, please email us with any questions you may have.