The University of Western Ontario has a number of well-respected service-based research centres within the institution that provide research services to commercial clients across industries and around the world. Three of those centres – Western Wind, which has served industry since 1965; Surface Science Western, which has been in business since 1980; and the Biotron, which opened in 2008 – were all recently hit hard by the economic downturn.
“This is the first time they struggled to maintain their commercial book of business,” says Paul Paolatto, the Executive Director of WORLDiscoveries. So a new approach was required. “Worldiscoveries was invited to come in and work with the existing team to help refresh, re-market and revitalize these operations,” says Paolatto. “We did a business plan for each facility, looked at market opportunities and threats, as well as short- and long-term strategies. Together, we worked quickly to restore the value of these operations.”
In the case of Western Wind, Paolatto says, “The worldwide competition in wind analysis is now fierce.” However, Western has been able to set itself apart by combining its recent announcement of the WindEE Dome with other Western wind initiatives. By collectively promoting the WindEE Dome with the Boundary Layer Wind Tunnel, the Avian Wind Research Facility and the Insurance Research Lab for Better Homes (also known as Three Little Pigs Project), the university will soon be announcing a full service program under a new brand: Western Wind Research.
Similarly, Biotron was launched with high performance expectations, a promise Paolatto says can still be achieved. Despite the hard times it has felt because of the economy, Paolatto says, “The facility is increasingly realizing its mission, which is to focus on the impact of climate change and how we can best preserve our national eco-systems.”
In the coming months, WORLDiscoveries and the Biotron team will look to attract talent that specialize in wetlands, tundra, forestry and aquatic systems relevant to Ontario. Paolatto adds, “This focus will create new opportunities to influence public policy and make a real difference in the sustainability of our environment.”
Finally in the case of Surface Science Western (SSW), Dr. Leo Lau has been with the research centre off-and-on since 1983.
After returning to the centre from Hong Kong in 2005 to become Director, he brought with him a global perspective on the business that would focus on the industries that are very important to Canada – minerals, energy and health care.
Lau says SSW’s strengths are the skilled and experienced team, state-of-the-art lab facilities and its commitment to quality. “Our mandate is to promote industry-university liaisons, and to support common research interests in the surface of solids,” he says. “We ask broad and challenging questions in basic sciences and develop applications in areas that include, among other things, mineral processing, catalysis, lubrication, thin films, coatings and cell membranes.”
Unfortunately, the recession took a toll on many of their clients. “Revenue from industry dropped by 60 per cent in the recession, and last year our team took a pay reduction so that we could keep them together,” says Lau.
Once again, WORLDiscoveries was invited in to see if it could assist with SSW’s recovery. Together, WORLDiscoveries and SSW quickly identified the need to improve its marketing approach and refresh its market image. Thus far, the results are promising. “Surface Science Western re-branded their website and implemented a direct-mail campaign to reacquaint the market with their technologies and services,” says Paolatto. “More importantly, the team stepped up their efforts to provide high-value analysis at competitive prices, allowing them to rebound quite quickly,” he adds.
Lau sees the recovery. “We have moved strategically into green products and processes,” he says. “I am excited about solar cells. And with a new commercial partner now located with us in the Research Park, we are making tremendous progress on new environmentally sensitive polymer products. We attracted a Ministry of Research and Innovation fund to develop new polymer products using green methods. We want to develop new ways and technologies with Surface Science to reduce waste, energy and chemical consumption.”
WORLDiscoveries is proud of its role in helping commercially active research centres such as Western Wind, the Biotron and Surface Science Western rebound from tough economic times. The Business Development Office also sees such involvement as an excellent means of building new industry partnerships and introducing new commercially viable inventions to the world.
Read more