WHEN: Wednesday, May 2, 7:00-8:30am
(Breakfast: 7:00-7:50 am, Presentation: 7:50-8:30 am)

WHERE: UT Club, 6th Floor, Darrell Royal Memorial Stadium
2108 E. Robert Dedman Drive, Austin, TX 78705

In this presentation, Dr. John Vanston introduces a new concept – Minitrends – that offers very attractive possibilities to individuals and businesses that learn its principles and apply those principles in a practical business environment. This concept provides a new approach for finding and taking advantage of emerging trends that will become significant in 2-5 years, but are not yet widely recognized or appreciated.

WHEN: Tuesday, March 27, 2012, from 2:00pm – 3:30pm
WHERE: Lake Creek Office Park Meeting Room, 13740 Research Blvd., Austin, Texas 78750

In this presentation, Dr. John Vanston introduces a new concept – Minitrends – that offers very attractive possibilities to individuals and businesses that learn its principles and apply those principles in a practical business environment. This concept provides a new approach for finding and taking advantage of emerging trends that will become significant in 2-5 years, but are not yet widely recognized or appreciated.

The event is FREE. But please sign up here!

Dr. John Vanston, TFI & Author., MINITRENDS, Michael Bettersworth, TSTC, and Carrie Vanston, TFI & Co-Author, MINITRENDS at Austin Innovators and Entreprenuers Series sponsored by IBM/Austin Chamber of Commerce

Last week at the Austin Innovators and Entrepreneurs  Series sponsored by IBM Venture Capital Group,  IBM Innovation Center, and the Austin Chamber of Commerce, I had the pleasure of speaking with Michael Bettersworth about what he saw as emerging Minitrends in education. Michael is the associate vice chancellor for technology advancement at Texas State Technical College (TSTC) and director of TSTC Forecasting. TSTC Forecasting identifies new competencies needed by employers so that college curriculum can be updated to increase the employability of college graduates and provide a highly skilled workforce for Texas employers. Since my company, Technology Futures, Inc. (TFI), worked with Michael and TSTC developing the TSTC Forecasting program in 2002 and conducted several technology forecasts for them in the proceeding years (see below for access to electronic versions of those forecasts), I was particularly interested in what he had to say.

According to Michael, “When we began forecasting emerging employer demand we focused primarily at the job and degree plan level. Today we focus on the alignment of competencies across jobs and curriculum. In other words, we have to look for the Minitrends. For example, mobile application development is now an established part of the IT sector. The Minitrend within mobile apps is the need for new competencies such as html5 and Java for structuring and presenting content across mobile devices. Similarly, we don’t need colleges to develop entirely new degree programs for this sector, but rather update curriculum within applicable existing awards or perhaps offer specialized short-term training options for those looking to upskill.”

Michael continues, “A competency-based approach that looks for Minitrends is more efficient and produces more actionable recommendations for college leaders. It’s with this kind of nuanced decision-making that the needs of industries are met and the value of Minitrends can be realized.”

The TSTC Forecasting Program with Michael’s enthusiastic leadership has led to the development of new technology courses, certificates, and degree programs offered at colleges throughout the State of Texas and funding for talent pipeline development through new capacity building and student scholarship grant funds. We appreciate his insight into how to best prepare our workforce for the needs of our future.
___________________

As mentioned above, we at TFI were partners with Michael and TSTC in the development of the TSTC Forecasting program and conducted several technology forecasts for TSTC. The TFI authored or co-authored reports are available in electronic form at no cost to our readers (also for sale on Amazon). (The programs more recent TechBriefs are also available on the TSTC site.)

–Mechatronics, A Technology Forecast, by John H. Vanston, Ph.D., Ph.D., Henry Elliott, M.S.M.E., Jim Brazell, Eliza Evans, Ph.D., James A Irwin, and Michael A. Bettersworth

–Home Technology Integration, A Technology Forecast by John H. Vanston, Ph.D., Henry Elliott, M.S.M.E., Michael A. Bettersworth, MA, and Wayne Caswell

–Emerging Technology Programs for Texas Colleges: Advanced Digital Manufacturing, Hybrid Vehicles, Micro-Electromechanical Systems, and Computer Forensics: Three Emerging Technology Employment Opportunities by John H. Vanston, Ph.D. and Henry Elliott, Program Director: Michael A. Bettersworth

–Homeland Security, A Technology Forecast by John H. Vanston, Ph.D. and Henry Elliott, Program Director: Michael A. Bettersworth

–Fuel Cells, A Technology Forecast by John H. Vanston Ph.D., Henry Elliott, Program Director: Michael A. Bettersworth

–Nanotechnology, A Technology Forecast, by John H. Vanston Ph.D., Henry Elliott, Edited by: Larry Grulick, Ph.D., Michael A. Bettersworth

The TSTC Forecasting program is based on Programs for Emerging Technologies (PET), a process developed by TFI and the Texas State Technical Colleges (TSTC) System for identifying emerging technologies and then forecasting associated technical advances, market developments, and employment opportunities. Many of the concepts involved may be useful to others seeking new growth opportunities.

Happy Holidays from Technology Futures, Inc. and Minitrends -- Verse by Dr. John H. Vanston, Chairman, TFI, and design by Helen Mary Marek, Creative Director.

(Earlier Original Holiday Cards by TFI: 2010, 2009, 2008, 2007, 2006)

MINITRENDS wins Pinnacle Book Achievement Best Business Book Award by helping readers find new trends & business opportunities

Technology Futures, Inc. is pleased to announce that MINITRENDS: How Innovators & Entrepreneurs Discover & Profit From Business & Technology Trends by Dr. John H. Vanston with Carrie Vanston has won the Pinnacle Book Acheivement Best Business Book Award. This award is in addition to several earlier book awards received this year.

According to Dr. Vanston, “Many people will be starting the New Year with resolutions to achieve new goals. I am gratified with the attention MINITRENDS is receiving because I believe the book provides a path to make those goals a reality. The best way for individuals and businesses seeking to start new ventures or keep existing business innovative and competitive is to be constantly on the lookout for emerging trends that are not yet widely recognized. MINITRENDS helps people do just that by providing a mindset and process for initial idea generation and techniques to analyze and exploit these ideas.”

Based on Dr. Vanston’s more than 30 years of experience in identifying and applying technical, social, and business trends, MINITRENDS provides practical guidance to individuals and organizations of all sizes for extracting business opportunities from emerging trends that have a realistic chance of becoming profitable in the next 2-5 years. The book assists the reader in launching their own exciting, profitable “Minitrend Adventure” using their creativity, foresight, innovative nature, and basic good sense.

Additional accolades for MINITRENDS include an Eric Hoffer Business Book of the Year Award and finalist nods from ForeWord Reviews’ Business Book of the Year, USA Book News’ Entrepreneurship & Small Business Book of the Year, and Dan Poytner’s Global eBook Awards Business Book of the Year. Excellent endorsements and testimonials have also been received from top futurists Joseph Coates and David Pearce Snyder and many other opinion leaders and publications.

For more information on Minitrends, please visit the Minitrends Website or contact us by e-mail or (512) 258-8898.  (Click here to purchase book.)

For 33 years, TFI has helped organizations plan for the future by offering outstanding technology and telecommunications forecasting services and custom forecasts for key trends to high-technology and telecom organizations.

PRESS, MEDIA, BLOGGERS: Please contact Carrie Vanston at info@tfi.com or (512) 258-8898 if you are interested in doing a Minitrends article, to request an interview with Dr. Vanston, or to request a review copy of MINITRENDS.

Almost President by Scott Farris

In the “Where to Search for Minitrends” section of our book MINITRENDS: How Innovators & Entrepreneurs Discover & Profit From Business & Technology Trends, Carrie Vanston and I note that an interesting indication of emerging trends can be found by examining the platforms of losing presidential candidates. Although most people pay little attention to the platforms of these candidates,  a great deal of insight can be gleaned from inspection of these platforms. From this insight, Minitrends may be found that lead to positive business opportunities.

A new book, Almost President: The Men Who Lost the Race but Changed the Nation, by Scott Farris, expands on this issue. Mr. Farris mentions, for example, Tomas Dewey’s changing the focus of the Republican Party from opposing the New Deal to accommodating it, Barry Goldwater’s vote against the Civil Rights Act of 1964 that converted the South from the Democrat Party to the Republican Party, and the role of William Jennings Bryan in shaping the Democratic Party into the progressive one. These ideas reflect the ones described in our book, i.e., Adlai Stevenson’s 1956 advocacy of a Nuclear Test Ban Treaty which was signed in 1963, Barry Goldwater’s laying the ground work in 1964 for the Reagan Revolution, and Al Gore’s emphasis on Global Climate Change which not only raised awareness of environmental concerns around the world, but also led to his winning an Academy Award, a Grammy Award, an Emmy Award, and Nobel Peace Prize.

Robert K. Landers does a nice review on the book entitled Influence Instead of Victory for the Wall Street Journal.

Carrie and I are looking forward to other authors writing about the other eight Minitrends discovery sources we describe in our book.

John H. Vanston, Ph.D.
Chairman, Technology Futures, Inc.
Author, MINITRENDS: How Innovators & Entrepreneurs Discover & Profit From Business & Technology Trends

Sean Lowry, Exe. Dir., Innotech and Carrie Vanston, Co-Author, MINITRENDS at Innotech Conference, Photo by Sloan Foster

I’ve attended the InnoTech Conference and Expo and its associated eMarketing Summit for several years now and always learn a lot. This year I wanted to pass on some comments from experts that I heard yesterday relating to emerging trends that are becoming more and more important:

Sean Lowry, of the very successful InnoTech series, always does a great job of making sure everything runs smoothly. I was even able to steal him for a minute to ask what emerging trends he saw coming. He told me, “I see continued convergence of all the different technologies we are seeing here today. Development of mobile applications and host applications in the cloud are particularly important. There is so much video activity and a lot of it is being hosted in the cloud now.”

I asked Giovanni Galluci, social media expert and Dallas photographer what he thinks the next trend in social media is going to be. He said, “Getting over it. Everyone is burnt out with all the hype and now people are looking for more meaning in social media. Twitter is ridiculous. Those who do marketing are beginning to realize it. Online social media is becoming part of the umbrella of marketing, which is where it belongs. Social media is becoming more commodatized—as in more of a commodity.”

He gave several great hints about Facebook including that Facebook ads are the best way to grow a fan base; Facebook is the 2nd largest search engine, so take advantage of it (including using pictures with metatags, main key words in description, etc.); and put Facebook info on all your printed matter including cards and bills.

I chatted with William Leake, CEO of Apogee Search Marketing, and his take was that “More and more advertising presence is going to be driven by physical location. If you don’t have a physical location strategy, you are going to lose.”

Craig Wax, CEO of Invodo and a video expert, had a lot to say about the future of video marketing. According to Craig, “In the future, no one is going to stand in line anymore. Offline and online is no longer relevant. This is already starting to happen and it is going to become ubiquous.” He added that “QR readers are going to be incorporated into devices and the present obstacles to their use will be chipped away.” (On a side note, Craig was most recently the Senior Vice President and General Manager at Match.com. That had to be an interesting job!)

According to Pat Scherer, Web and Mobile Deployment Manager at The Detail Person,  ”Mobile space is going to be huge. With the explosion of devices, I think it’s going to make a huge impact on the retail industry. Not only for payments, but for creating local-based experiences utilizing mobile social media. I anticipate this leveling the playing field with e-commerce.”

Finally, I got to chat briefly with siblings Kevin Olsen and Kerri Olsen, Co-Founders of the Austin Grand Prix. Having Formula 1 in Austin exciting!

Cheers,

Carrie Vanston
Media/Marketing Director, Technology Futures, Inc.
Co-Author, MINITRENDS: How Innovators & Entrepreneurs Discover & Profit From Business & Technology Trends

It’s often difficult for mature companies to innovate the way startups do. For one thing, they lack the financial compulsion that drives entrepreneurs to market or die. Look at how News Corp. has shouldered losses at MySpace while Facebook restlessly innovates, or what happened to AOL after the merger with Time Warner, or what might happen to The Huffington Post now that it has been acquired by AOL. Google can afford to simply hold onto a company such as YouTube without the pace of self-improvement often seen in startups.

Amir Efrati, who covers the Internet for The Wall Street Journal, has been stirring things up in Silicon Valley this past week with fascinating reports on attempts by Google and Yahoo to stay innovative. In an article last Saturday, Efrati used unnamed sources to speculate that Larry Page is being called back to “speed up what [Page] says has been sluggish decision-making at Google’s top levels.”

One of Page’s new edicts, according to The Wall Street Journal, is face-to-face bullpen sessions:

… [E]very afternoon, [Page] and the company’s executive officers sit and work on small couches outside a boardroom in Building 43 at Google’s headquarters.

That might have worked when Page left the company in 2001, with 200 employees. Whether it will work 10 years later, with over 100 times as many people on the payroll, remains to be seen.

The difficulty of fostering innovation in mature companies is one of the main drivers behind the Minitrends project at Technology Futures, Inc., the Austin, Texas, technology forecasting firm and publisher of the book, MINITRENDS, and this blog. The authors devote a significant portion of the book to fostering innovation in large corporations:

Fewer than 30 percent of the companies listed on the Fortune 100 twenty-five years ago are still on the list today. Often the primary reason for the demise of such companies has been a failure to recognize and react to changing trends.

One of the ways that companies innovate is through acquisition rather than invention. Efrati generated a second round of buzz this week when he quoted Yahoo’s director of development, Steven Mitzenmacher, on The Wall Street Journal‘s Digits blog as saying Google’s investment in YouTube was “crazy.” It’s an odd comment, given YouTube’s burgeoning revenues and the fact that Yahoo is embarking on a buying binge to remain relevant.

Savvy institutional investing reporter, Riley McDermid, follows the fallout from Page’s return to Google in an insightful article at VentureBeat. Always one step ahead of the competition, McDermid managed to write about The Wall Street Journal‘s article a day before the article appeared. It’s hard to keep up with futurists!

So where do large corporations find the stimulation they need to stay at the forefront of technology trends? Among the resources mentioned in MINITRENDS are innovation competitions and working papers. Among the best examples of where to find both is the National Collegiate Inventors and Innovators Alliance (NCIIA), which held its version of “March Madness” — an innovation competition — in Washington, D.C., last Saturday.

The NCIIA competition is sponsored by companies that are working to stay competitive and rewarding innovation in education. The NCIIA has already published all the conference papers online, for free; they contain a treasure-trove of ideas for mature companies looking for a little stimulation or entrepreneurs looking for adventure.

If you prefer to watch rather than read, we recommend you screen the videos submitted to the NCIIA’s “Open Mind” Awards and nicely catalogued by David Orsman at Inventors Digest. It’s by doing research like this that you are likely to find the Larry Pages and Steve Jobs of tomorrow, who will set the technology trends that others follow.

STEVE O’KEEFE
News Editor, Minitrends Blog

Source: “Obama Nears Appointment Of Eric Schmidt As Commerce Secretary,” BusinessInsider, March 18, 2011
Source: “At Google, Page Aims to Clear Red Tape,” The Wall Street Journal,” March 26, 2011
Source: “Larry Page already cracking the whip at Google, a week before he takes the reins,” VentureBeat, March 25, 2011
Source: “Yahoo Executive Talks Acquisitions, Slams YouTube Buy,” The Wall Street Journal‘s Digits Blog, March 28, 2011
Source: “The Open Minds Awards: Taking Innovation off Campus & into Commercialization,” Inventors Digest, Feb. 18, 2011
Photo courtesy of Jeff Keyzer (mightyohm), used under its Creative Commons license.

Kevin Rose of Digg, Bill Gates of Microsoft, and Nathan Myhrvold of Intellectual Ventures at the TED Conference (Photo courtesy of Steve Jurvetson).

Two days before an earthquake measuring 9.0 on the Richter scale struck Japan, resulting in a devastating tsunami and near meltdown at the Fukushima nuclear power plant, we wrote on this blog about “the growing interest in nuclear power” as an alternative to coal fired power plants.

Oops!

While nuclear power-generating facilities have been greatly improved since the Fukushima reactors were built — and the prospects for nuclear energy in the future are still bright — the timing is bad. The prospects for nuclear energy in the short term have dimmed as the costs associated with using that technology are being recalculated.

That wasn’t the only thing wrong with my blog post. A reader called my attention to the case against venture capitalist Nathan Myhrvold’s company, Intellectual Ventures. Myhrvold is the former chief technology officer of Microsoft whose new company invests in technology rather than investing in companies. Intellectual Ventures buys the rights to patents it likes, then markets those patents to other firms. Or does it?

According to Mike Masnick, the prolific and outspoken editor of TechDirt, Myhrvold’s venture is not based on marketing patents but on “shaking down” companies by suing anyone using its patents without permission. Masnick accuses Intellectual Ventures of disguising its true business model by using shell companies to file the lawsuits:

[Intellectual Ventures] had decided to protect its brand name by getting other companies or creating those companies itself, giving the patent to those other companies that no one had ever heard of, and having them sue.

Ouch!

While we did praise Myhrvold’s business plan on this blog, his method for picking technologies to invest in was our focus, not his manner of collecting on those investments. However, without beating up on ourselves too much, we should point out that another company with a strikingly similar business plan has been the recipient of tremendous admiration in the media these past few weeks.

I’m speaking of ARM, the technology company behind the low-heat computer chips used in Apple’s iPhone and iPad, along with many other smartphones and tablets. The company is not bashful about its creative structure:

ARM has an innovative business model. Instead of bearing the costs associated with manufacturing, we license our technology to a network of partners, mainly leading semiconductor manufacturers and OEMs. These partners utilise our designs to create smart, low energy chips suitable for modern electronic devices.

This structure — licensing technology rather than manufacturing it — has led to a gross margin for ARM of 94%. With revenue of $631 million in 2010, ARM had a profit of $593 million. You have to envy that ratio, no matter what business you’re in.

ARM’s business model is similar to Intellectual Venture’s stated mission, yet while Myhrvold is the recipient of scorn from TechDirt and others, ARM is getting nothing but love these days. Renown technology strategist, Michael J. Fern, gushes over ARM’s business model, saying it confers “three significant advantages over Intel.”

The Wall Street Journal joined the praise parade, with University of Chicago-trained economist and new “Heard on the Street” columnist, Rolfe Winkler, noting “ARM… doesn’t have to deal with manufacturing costs or the risks of holding inventory. It’s a deeply profitable business.”

The best take on ARM’s business model, from a Minitrends perspective, comes from the recent article by Om Malik at the influential blog, GigaOM. In a post critical of Twitter’s business model, the highly-respected tech journalist compares and contrasts the business models of half-a-dozen tech companies, including Xerox, Apple, Google, and ARM. Relying heavily on the work of business guru Alex Osterwalder, Malik concludes that “the business model innovation is what turns great products into fearsome companies.”

Sometimes, the most beautiful business models can turn ugly down the road. I was teaching a workshop once when a perplexed attendee kept interrupting with questions. “How do you generate sales,” he asked. “I don’t have sales,” I answered, “I only have expenses. All I have to do is cover my expenses.”

I was describing the workings of a technology startup that made videos of businesses without charging those businesses. Costs were recouped by finding sponsors to cover the expenses. The fellow in the back of the room couldn’t understand the business model and, as it turns out, neither could investors or sponsors. An early online video play, the company died in 2008 for lack of revenue.

The clever idea of yesterday can seem brilliant or stupid a few years — or even a few days — later. That’s why, for your own Minitrends Adventure, we recommend spending as much time thinking about the business model as you do about the services or goods being sold.

STEVE O’KEEFE
News Editor, Minitrends Blog

Source: “Nathan Myhrvold on Uncovering and Investing in Technology Trends,” Mintrends Blog, March 9, 2011
Source: “Nathan Myhrvold’s Intellectual Ventures Using Over 1,000 Shell Companies To Hide Patent Shakedown,” TechDirt, Feb. 17, 2010
Source: “ARM Disrupting Intel with its Business Model?,” FernStrategy, March 10, 2011
Source: “Getting an ARM Up on Intel,” The Wall Street Journal, March 17, 2011
Source: “What Is Twitter’s Problem? No, It’s Not the Product,” GigaOM, March 8, 2011
Photo courtesy of Steve Jurvetson, used under its Creative Commons license.

Before you pass the iPad to your pooch, I should explain that these trends are very important to people, too. There are many promising opportunities in “petrepreneurship,” and many businesses that serve the needs of pet providers will need good information on where the market is headed.

Let’s start with a few facts courtesy of the American Pet Products Association. How big is the market? The most recent numbers available are for 2009-2010. It’s estimated that in 2010, Americans spent $47.7 million on their pets. An article on 24/7 Wall St combines that information with U.S. Census data to inform us that, “These expenses have increased from 0.9% of household budgets in 1989 to 1.4% in 2009.” That’s more than a 50% increase in the share of household budgets for pets in the last decade. Sounds like a growth industry to me.

In roughly the same time period, the number of U.S. households with pets has increased from 56% to 62%.

And what kind of pets, exactly, are we talking about? Even though more households have a dog than a cat, cats have the upper paw, with 93.6 million feline pets compared with 77.5 million canines. However, there are more pet fish than cats and dogs combined: 171.7 million of them swimming in American aquariums. Rounding out the menagerie are 15 million birds, 13 million horses, and, yesss, over 13 million reptiles.

According to the report, U.S. Pet Market Outlook 2010-2011: Tapping into Post-Recession Pet Parent Spending, Americans are expected to boost their pet spending to as much as $70 billion by 2014. One of the reasons cited is “a human/animal bond that is possibly stronger than ever as a result of the recession.” The report expects spending to increase on “ethical products,” such as “organic/natural, sustainable, humane, etc.”

The breakdown for the $45.5 billion American spent on their pets in 2009 is as follows:

• Food, $17.56 billion
• Supplies/OTC Medicine, $10.41 billion
• Vet Care, $12.04 billion
• Live Animal Purchases, $2.16 billion
• Pet Services: Grooming & Boarding, $3.36 billion

In an amazing article entitled “Pet Trends for 2011,” Laura Bennett, CEO of Embrace Pet Insurance, examines new developments in pet care, noting that “pet parents will cut back on their own expenses before those of their pets.” Here are some highlights:

1. Wal-Mart will continue to roll out pet grooming facilities, competing with pet salons.
2. “Disney has finally caught on to the trend of vacationers traveling with their pets, opening the Best Friends Pet Care luxury dog and cat resort right across from the Walt Disney World Resort.”
3. Pet insurance will continue to surge in growth. “I expect overall premium growth of 14% in 2011 that will see the US pet insurance industry grow to $374 million in GWP [gross written premiums].”
4. “Retailers such as Target and Costco are creeping into the domain of the veterinarian… Will 2011 be the year that the pet pharma market is burst open and veterinary hospitals cede billions of dollars in revenue and profit to the retail giants?”

Bennett goes on to cite five marketing trends for pet products that should sound familiar to readers of the Minitrends Blog — or any other blog on technology trends:

• Social Networking, including exclusive networks for “pet parents”
• Local Shopping Sites, including Yelp, which review pet product providers
• Pet Blogs, including Pet Connection, Pawcurious, and YesBiscuit!

According to Bennett, among the most needed services in the pet products industry (are you listening, petrepreneurs?) is the integration of e-commerce websites and social networking. “I have yet to find anyone in the pet space succeeding on this front,” says Bennett. “I have to say that in 2010, there was a paucity of web development in the pet world — a missed opportunity indeed.”

While humans claw their way out of the recession, their pets continue to consume a greater share of disposable income, along with all those treats. And opportunities continue to appear for individuals and organizations who can see the business trends in the booming pet products industry.

STEVE O’KEEFE
News Editor, Minitrends Blog

Source: “Industry Statistics & Trends,” American Pet Products Association, 2009/2010
Source: “Ten Things Americans Waste the Most Money On,” 24/7 Wall St, Feb. 24, 2011
Source: “U.S. Pet Market Outlook 2010-2011: Tapping into Post-Recession Pet Parent Spending,” Market Reports Online, March 2010
Source: “Pet Trends for 2011,” Embrace Pet Insurance
Image courtesy of LASZLO ILYES, used under its Creative Commons license.