{"id":51083,"date":"2021-01-18T07:30:00","date_gmt":"2021-01-18T06:30:00","guid":{"rendered":"https:\/\/tilt.work\/?p=51083"},"modified":"2021-01-13T15:25:53","modified_gmt":"2021-01-13T14:25:53","slug":"skal-du-satse-pa-first-to-market-eller-skal-du-ta-patent-og-varemerkebeskyttelse","status":"publish","type":"post","link":"https:\/\/tilt.work\/blog\/2021\/01\/18\/skal-du-satse-pa-first-to-market-eller-skal-du-ta-patent-og-varemerkebeskyttelse\/","title":{"rendered":"Skal du satse p\u00e5 \u00abfirst to market\u00bb eller skal du ta patent og varemerke­beskyttelse?"},"content":{"rendered":"\n

\u00abHvor viktig er varemerker og patenter\u00bb, spurte en kollega  i tilt<\/em>.work-redaksjonen. Vi diskuterte artikkelserien om gr\u00fcndervirksomhet<\/a> p\u00e5 et zoom-m\u00f8te, og jeg svarte umiddelbart: \u00abDet er ikke viktig lenger.\u00bb Jeg angret \u00f8yeblikkelig. <\/p>\n\n\n\n

Svaret var alt for bombastisk og skr\u00e5sikkert. Jeg korrigerte meg selv og sa at det i flere virksomheter sikkert er like viktig som det alltid har v\u00e6rt. Produkter som lett kan kopieres, er man selvsagt opptatt av \u00e5 gj\u00f8re juridisk\u00a0vanskelig \u00e5 kopiere for konkurrenter som ikke betaler forsknings- og utviklingskostnader.\u00a0<\/p>\n\n\n\n\n\n\n\n

Ikke helt p\u00e5 jordet<\/h2>\n\n\n\n

Mitt intuitive svar er likevel ikke helt p\u00e5 jordet. Svaret ligger i overskriften – first to market<\/em>. Produktets egenskaper og fortrinn vil alltid v\u00e6re viktig, men langt viktigere er kjennskap. Klarer produktet ditt \u00e5 innta en lederposisjon f\u00f8r konkurrentene er p\u00e5 banen, gj\u00f8r du det vanskelig for dem. Kanskje s\u00e5 vanskelig at de ikke v\u00e5ger \u00e5 ta opp kampen. <\/p>\n\n\n\n

Det er tross alt lettere for en markedsleder \u00e5 produktutvikle enn det er for en konkurrent \u00e5 overta ledertr\u00f8ya. Med et patent i h\u00e5nden har du et juridisk sterkt kort, som kan v\u00e6re nyttig i en strid. Sp\u00f8rsm\u00e5let er imidlertid om du skal bruke krefter og ressurser p\u00e5 dyre advokater eller p\u00e5 \u00e5 n\u00e5 ut til dine potensielle kunder. <\/p>\n\n\n\n

Det kan ogs\u00e5 vise seg vanskelig \u00e5 vinne frem i en verden hvor selskapet som stjeler fra deg, gjerne er etablert i land med annet lovverk. Selv om du skulle vinne frem, er det jo heller ikke sikkert at du noensinne f\u00e5r noen erstatning. \u00abDer intet er \u00e5 hente, mister selv fanden sin rett\u00bb, er det noe som heter. <\/p>\n\n\n\n

Umettelig oppmerksomhetsbehov<\/h2>\n\n\n\n

“F\u00f8rst til markedet” er nok hva en gr\u00fcndervirksomhet b\u00f8r ha mest fokus p\u00e5. F\u00f8rstemann kan nyttiggj\u00f8re seg nyhetens interesse. Det ligger store muligheter i gratis, redaksjonell omtale i media. Er det noe du som gr\u00fcnder t\u00f8rster etter i startfasen, er det oppmerksomhet og kjennskap. Du vil ha et n\u00e6rmest umettelig behov for oppmerksomhet, og penger til markedsf\u00f8ring er for de fleste en knapphetsfaktor.<\/p>\n\n\n\n

Et annet viktig poeng er at f\u00f8rstemann ogs\u00e5 fremst\u00e5r som innovativ og attraktiv for investorer. Investorer kan v\u00e6re essensielle n\u00e5r det er tid for \u00e5 skalere opp. Det \u00e5 vinne Norge eller Skandinavia er pean\u00f8tter, om du heller kan n\u00e5 ut til Europa eller hele verden. Bare i Tyskland bor det 16 ganger s\u00e5 mange mennesker som i Norge. <\/p>\n\n\n\n

Tid er en knapphetsfaktor. Kan du utnytte forspranget du har p\u00e5 utvikling til \u00e5 f\u00e5 fotfeste i attraktive markeder, lukter det store penger. <\/p>\n\n\n\n

Sten p\u00e5 sten<\/h2>\n\n\n\n

P\u00e5 80-tallet l\u00e6rte jeg at der var lurt \u00e5 bygge sten p\u00e5 sten. F\u00f8rst vinne Norge og s\u00e5 tenke ekspansjon. P\u00e5 80-tallet hadde de f\u00e6rreste PC, og ingen var p\u00e5 Internett. Internettrevolusjonen har forandret hastigheten p\u00e5 alt her i verden. <\/p>\n\n\n\n

N\u00e5 er det \u00abfirst to market\u00bb som gjelder, og markedet er ikke n\u00f8dvendigvis i n\u00e6rheten av der du bor. <\/p>\n\n\n\n

Skolekunnskap fra-80 tallet kan man i alle fall ikke bygge fremtiden p\u00e5.<\/p>\n","protected":false},"excerpt":{"rendered":"

P\u00e5 80-tallet l\u00e6rte vi at det var lurt \u00e5 bygge sten p\u00e5 sten: F\u00f8rst Norge, s\u00e5 verden. Men p\u00e5 80-tallet var ingen p\u00e5 nett. Revolusjonen har \u00f8kt hastigheten p\u00e5 alt her i verden. N\u00e5 er det \u00abfirst to market\u00bb som gjelder, og dette markedet er ikke n\u00f8dvendigvis i n\u00e6rheten av der du bor. <\/p>\n","protected":false},"author":10,"featured_media":53763,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","_price":"","_stock":"","_tribe_ticket_header":"","_tribe_default_ticket_provider":"","_tribe_ticket_capacity":"0","_ticket_start_date":"","_ticket_end_date":"","_tribe_ticket_show_description":"","_tribe_ticket_show_not_going":false,"_tribe_ticket_use_global_stock":"","_tribe_ticket_global_stock_level":"","_global_stock_mode":"","_global_stock_cap":"","_tribe_rsvp_for_event":"","_tribe_ticket_going_count":"","_tribe_ticket_not_going_count":"","_tribe_tickets_list":"[]","_tribe_ticket_has_attendee_info_fields":false,"_EventAllDay":false,"_EventTimezone":"","_EventStartDate":"","_EventEndDate":"","_EventStartDateUTC":"","_EventEndDateUTC":"","_EventShowMap":false,"_EventShowMapLink":false,"_EventURL":"","_EventCost":"","_EventCostDescription":"","_EventCurrencySymbol":"","_EventCurrencyCode":"","_EventCurrencyPosition":"","_EventDateTimeSeparator":"","_EventTimeRangeSeparator":"","_EventOrganizerID":[],"_EventVenueID":[],"_OrganizerEmail":"","_OrganizerPhone":"","_OrganizerWebsite":"","_VenueAddress":"","_VenueCity":"","_VenueCountry":"","_VenueProvince":"","_VenueState":"","_VenueZip":"","_VenuePhone":"","_VenueURL":"","_VenueStateProvince":"","_VenueLat":"","_VenueLng":"","_VenueShowMap":false,"_VenueShowMapLink":false,"footnotes":""},"categories":[2486],"tags":[2512,2509],"kompetanse":[],"tema":[],"acf":[],"yoast_head":"\nSkal du satse p\u00e5 \u00abfirst to market\u00bb eller skal du ta patent og varemerke­beskyttelse? - tilt.work<\/title>\n<meta name=\"description\" content=\"P\u00e5 80-tallet l\u00e6rte vi at det var lurt \u00e5 bygge sten p\u00e5 sten: F\u00f8rst Norge, s\u00e5 verden. 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