Category: Unit 3

With Kim Judge (Marketing Base)

As an alumina from Applied Imagination, Kim is expertise in marketing and copyright knowledge. It is obvious to find Kim is a self-orientated goal achiever from the conversation. The investigation with Kim actually ran in 2 separate time. The content can be divided into 3 aspects: impression of bio-synthetic fur, suggestion of copyright and patent application and advice about seeking investor.

It was my pleasure that Kim gave a huge appreciate to my idea. She pointed bio-synthetic fur makes her shiny for alumina meeting session. From first investigation, she emphasized the creativity of bio-synthetic fur. Moreover, based on my illustration for competitor, Kim’s analysis (the advantage and disadvantage of big stakeholder collaboration) increase my confidence to concentrate on my routine, meanwhile, she encouraged me to explore more competitors and research more information for known competitors. From her, I realize the importance of competitor analysis in marketing horizon: a complete understanding for competitor can lead better improvement for own project.

The investigation for Kim actually were mainly focus on copyright and patent application. Firstly, she showed the importance and emergency of IP protection about bio-synthetic fur. During our first conversation, Kim hoped me can apply for patent as soon as possible. Secondly, she also took concern about the applying area. She suggested me to apply patent in USA, UK and China at same time due to my plan for R&D, manufacture and marketing will base on those region respectively. Furthermore, in respect of patent application in UK, she taught me more knowledge such as pre-filling research and initial patent pending. Those services actually were all related to IP protection and some are alternative for patent application due to insufficient materials. Inspired by Kim, I Indeed find a patent agency to helped me for professional IP protection.

Thirdly, Kim also gave me some of her personal opinions toward pitching and investment. She provides me a totally different idea about financing: no bounding and seeking as much as possible. To be honest, it is opposite to my original thought: finding a sincere investor or shareholders for stable and exclusive collaboration. Admittedly, my original thought may be easier to gain trust from big investor, however, Kim’s principle ccould lead more profit and long-run flexibility for bio-synthetic fur objectively. Finally, Kim actually told me some investors and organization about biotechnology and environment engineering in UK base. With her insight, I find the direction to do pitching for both real financing and project intervention.

Last but not least, It was really appreciate to talk with Kim. The investigation of Kim enrich plenty of knowledge demanding on whole project running and her thought widen my dimension to think about bio-synthetic fur.

With Will Medd (Scientist & Investor)

Thanks to the recommendation from tutor, Zuleika. I gained a chance to talk with Will Medd. Will is a scientist and long friend with Applied Imagination. According to his own introduction, his study background is physics and he worked for Babcock International Group, The World Bank and Department for Business and Trade, UK as advisors and consultant before. Now, he is the founder of Goldsmith Partner, a company expert in technical Due Diligence, technology horizon scanning, technology selection, integration and implementation, international business development and trade Advice, technical bid writing, new market strategy and tech startup mentoring.

The talking with Will is concentrating on 3 aspects: pitching feedback, operation strategy and other adjustment advice. It was so glad Will show interest to bio-synthetic fur through my pitching presentation and his talking gave me strong confidence to continue developing bio-synthetic fur.

As a intensive consultant and advisor, he pointed my direction was related to at least 3 trusts who are interest about investing animal welfare and environment protection. That was a huge boost to my project. In respect of my current working, he gave me suggestions in 2 aspects. Firstly, properly written budget models are essential in a commercial pitching, which allows investors to better understand the financial metrics of the project and to give them a sense of the professionalism of the project planning. Secondly, Will encouraged me to produce relevant samples as soon as possible, as even a small output would greatly increase the confidence of the outside world, which in turn would influence the financing in the future.

While acknowledging the collaboration, he made two suggestions, the first being whether it was appropriate for KC Lab, as a laboratory with a leading focus on earth and environmental engineering research, to study bio-synthetic fur as a new material, and here he suggested that I should do more research. And the second being that, in view of above, he suggested that when I sign a documented collaboration agreement with KC Lab, I must be clear about all the terms of the collaboration in order to prevent myself from being put in a corner by some binding terms. As a start-up project, these are two very practical tips that injected more holistic consideration to my pre-departure preparation to USA.

Last but not least, In terms of considering who to invest in, Will also gave me great insight, due to some big brands of placing separate bets to reduce risk, in addition to what I wrote in my pitching, I could try to approach some investors in competing projects, which might be a new way forward. To be honest, this is a new philosophy that I hadn’t learned from conversation with any other stakeholders before, and it was the most rewarding part of the Will’s interview because it broadened my mind all of a sudden.

Second Edition https://drive.google.com/file/d/1XKxKKsKExLKijP4MLdpyKAC5Ta2QBxSC/view?usp=sharing

https://docs.google.com/spreadsheets/d/1mqJfNDpRjDzhVBeBWNuYcJF7Z6ont0HTtOMDTmYoLmo/edit#gid=0

Definition

According to intellect property office(GOV.UK), Having the right type of intellectual property protection helps you to stop people stealing or copying:

1. the names of your products or brands
2. your inventions
3. the design or look of your products
4. things you write, make or produce

Copyright, patents, designs and trade marks are all types of intellectual property protection. Intellectual property is something that you create using your mind – for example, a story, an invention, an artistic work or a symbol.

Copyright

In order to protect my writing about bio-synthetic fur in UK, I send the letter from post office to my own address as a method to prove.

Patent Application

Patent application is not completely the same in different countries, but the main process is quite similar. For my project, I plan to apply in UK, USA and China at first stage. According to the rule of UK government, patent application requires invention new, inventive and either something that can be made and used, a technical process, or a method of doing something. While the patent in China normally will cost 2-3 years for processing. Taking in account to efficiency, I contact agency for application for both Uk and China. The proposal of bio-synthetic fur has already been permitted by IP solicitor in China.

Definition

Animal welfare science is used to define how an animal is coping with the conditions in which it lives. There are several measurements about good animal welfare: it is healthy, comfortable, well-nourished, safe, able to express innate behavior, and if it is not suffering from unpleasant states such as pain, fear, and distress. (AVMA 2023)

While in animal rights movement, cruelty free refers to a label for products or activities that do not harm or kill animals anywhere in the world. Tested on animals and made from animals are two significant indicator for non-cruelty free. (Andre 2014)

History

In respect of animal protection laws were enacted as early as 1st millennium BCE in India. While significant progress in animal welfare did not take place until the late 20th century. In 1965, the UK government commissioned an investigation—led by professor Roger Brambell—into the welfare of intensively farmed animals, partly in response to concerns raised in Ruth Harrison’s 1964 book, Animal Machines. On the basis of Brambell’s report, the UK government set up the Farm Animal Welfare Advisory Committee in 1967, which became the Farm Animal Welfare Council in 1979. In the UK, the “Animal Welfare Act 2006” consolidated many different forms of animal welfare legislation. The 2019 UN Global Sustainable Development Report identified animal welfare as one of several key missing issues in the 2030 Agenda for Sustainable Development. (Wikipedia 2023)

The term cruelty-free was first used in this way by Lady Dowding who persuaded manufacturers of fake furs to use the label Beauty Without Cruelty and went on to found the charity Beauty Without Cruelty in 1959. The term was popularised in the US in the 1970s by Marcia Pearson who founded the group Fashion With Compassion. Then, in 1998, the United Kingdom started a trend by banning all testing on animals. Many other countries followed their lead soon after. (Wikipedia 2023)

Criticism

Animal welfare movement is not going far enough to protect animals’ interests as Tom Regan criticized. Advocating for the betterment of the condition of animals, but without abolishing animal use is inconsistent in logic and ethically unacceptable. While some animal rights groups such as PETA are supporting to alleviate animal suffering mainly. In short, there are even big contradiction in wide range of animal welfare: welfarism and abolitionism. (Wikipedia 2023)

The criticism of cruelty free is mainly on its expansion. “not tested on animals”, “we do not conduct animal testing”, “never tested on animals”, “against animal testing” or “cruelty-free”, those label has been used by some manufacturers but they are confusing and potentially misleading, since there is no clear legal definition as to what they mean. (Winders & Delcianna 2006)

Meaning to Bio-synthetic Fur

Back to my own project, the mission of bio-synthetic fur can not be easily defined as cruelty free but it is supposed to discuss as a project dedicated to animal welfare. Due to the concept of semi bio-synthetic fur is not abolition for animal use, instead, It aims to transform the original industry and protect employment in some traditional sectors. The idea of semi bio-synthetic is inclined to welfarism which is similar to the initiative of PETA.

Reference

1. AVMA(2023), Animal welfare: What is it? Available at: https://www.avma.org/resources/animal-health-welfare/animal-welfare-what-it (Accessed on 11^th June  2023)
2. Andre, Claire; Velasquez, Manuel(2014) “Of Cures and Creatures Great and Small”. Santa Clara University, Available at: https://www.scu.edu/ethics/focus-areas/bioethics/resources/of-cures-and-creatures-great-and-small/ (Accessed on 11^th June  2023)
3. Wikipedia (2023), Animal Welfare, Available at: https://en.wikipedia.org/wiki/Animal_welfare#Criticisms (Accessed on 11^th June  2023)
4. Wikipedia (2023), Cruelty-Free, Available at: https://en.wikipedia.org/wiki/Cruelty-free#cite_note-1 (Accessed on 11^th June  2023)
5. Winders, Delcianna (2006). “Combining Reflexive Law and False Advertising Law to Standardize Cruelty-Free Labeling of Cosmetics”. N.Y.U. L. Rev. 81: 454. Available at: https://login.library.utoronto.ca/index.php?url=http://bf4dv7zn3u.search.serialssolutions.com/?ctx_ver=Z39.88-2004&ctx_enc=info%3Aofi%2Fenc%3AUTF-8&rfr_id=info:sid/summon.serialssolutions.com&rft_val_fmt=info:ofi/fmt:kev:mtx:journal&rft.genre=article&rft.atitle=Combining+Reflexive+Law+and+False+Advertising+Law+to+Standardize+%22Cruelty-Free%22+Labeling+of+Cosmetics&rft.jtitle=New+York+University+Law+Review&rft.au=Delcianna+J+Winders&rft.date=2006-04-01&rft.issn=0028-7881&rft.volume=81&rft.issue=1&rft.spage=454&rft.externalDBID=INYL&rft.externalDocID=1034665361 (Accessed on 11^th June  2023)