High-Tech Business Development
description
Transcript of High-Tech Business Development
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High-Tech Business Development
Success Through Relationships
Eric OrnasUCSC ISM 1013/9/06
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AgendaIntroductionTech market cyclesLeadership through alliancesThe role of business developmentBasics of strategic partnershipsRisk assessment and reductionWinning relationshipsPersonal communication and political awarenessA day in the life
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My BackgroundCOO, Satori Labs, Inc. (www.satorilabs.com)Software: PC, client server, Internet technologies, wirelessMultiple perspectives Start-up and established companies Founder, CEO, business development, customer
support management, sales, technical support Supplier, customer, partner, products, services International and domestic markets
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Satori Labs, Inc.
Digital pen and paper solutions for healthcare forms automationTransparent ComputingAngel fundedNew company,new technology, new marketChallenges Define and build market, establish identity,
credibility, generate revenue, dominate market
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Examples of Tech CyclesMainframe and mini-computersClient-server computingThe Personal ComputerNotebook ComputersUltra-mobile, convergent devices The Internet Dot Com marketPeer-to-peer technologyNanomachine technologyBiotech/nanocomputing covergenceWeb 2.0
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How the Tech Cycle Plays Out
Rapid introduction of new technology and business modelsEasy funding for new venturesStrong productivity growthCapital investment soars as companies try to keep up with new technologyInflation is held down by rising productivity, intense competition from new companies, and falling prices for new technologyBuoyant stock markets
Technological stagnationDifficult for new competitors to emerge in the marketWeak productivity growthTechnology spending flattens out, while overall investment fallsInflation rebounds as productivity growth slows and new startups become less commonDepressed stock markets
Expansion Phase Contraction Phase
Business Week
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Customer Adoption Curve
InnovatorsInnovators
Early Early MajorityMajority
Late Late MajorityMajority
EarlyEarlyAdoptersAdopters LaggardsLaggards
VolumeVolume
TimeTime
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Establish Leadership Quickly
The illusion of momentumleads to…The perception of momentumwhich leads to…The Reality of momentum
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And the Wheel Goes Round
Launch
Adjust
Re-inventAssess
Customer responseTechnical innovationCompetitive responseMarket conditions
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The Role of Business Development
Strategic alliances and partnershipsLicense necessary technologyIndustry standardsNew revenue streamsGain marketshare
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Intra-company Relationships
Senior managementR&DSalesMarketingProduct ManagementLegalFinance
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Reporting Structures
Direct report to CEOReporting to MarketingRecent trend reporting to Sales
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High Risk Outcome
New Company
New Technology
New Category
New Customer Market
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Assessing Risk
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High Risk Outcome
New Company
New Technology
New Category
New Customer Market
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Reducing Risk Through Alliances
Partner A
Partner DPartner C
Partner B
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Create Your Partnering Strategy
Who can help you reach your goalsWho will pay youWho can protect youWho gains if you winWho suffers if you losePartnerships are perishable
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Successful Partnerships
Clear objectivesReal value for each partyTop management involvement/buy-offInterdepartmental participationPlan for next stage of relationship
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The Standards Battles
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Importance of Standards
Grow marketsGain from “shared” effortControl the gameKnow the landscapeVisibility and credibility
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A Web of Alliances
InfrastructureInfrastructurePartnerPartner
OS PartnerOS Partner
WirelessWirelessPartnerPartner
HW PartnerHW Partner
StandardsStandardsPartnerPartner
ApplicationsApplicationsPartnerPartner
ServersServersPartnerPartner
InternetInternetPartnerPartner
Core Core StrategyStrategy
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Negotiating the Relationship
Prepare Clear set of objectives Set your limits beforehand Do your homework Work with those who share your values Anticipate
Negotiation is a processNegotiate with integrityFocus on relationship, not just the deal
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Negotiating the Relations
Create an atmosphere of cooperationListenSilence is okayMinimize other party’s concessionsGo for the WIN-winShow no fear
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A Day in the Life
Strategize and planResearchMeetings: internal and externalPhone calls and emailReading, writing, reviewing contractsOn the road
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Business Development Profile
Technically astuteAbility to think strategicallyOrganizational and political intelligenceExpert at prioritization of complex issuesExcellent communication skills Written, oral and presentation
People skillsExtrordinarily adaptable and nimble
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Personal Communication and Political Awareness
The best technology often doesn’t winWho are the stake holders?What is the political dynamics?Maintain your integrity
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Thank You