SVFI June 12, 2012 Outsourcing, Partners and Suppliers - Bob Rosin

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Bob RosinVice President & General Manager, Business Development, Skype

[email protected]

Founder Institute: Silicon Valley J une 11, 2013

Partnerships for Startups 101

how to grow fast with help from big friends




Parasitic symbiosis:

one party benefits at the expense of the other

www.seaphotos.com




Commensal symbiosis:

one party benefits, the other is unaffected

www.seaphotos.com




Mutual symbiosis:

both parties benefit

www.seaphotos.com




Three types of partnerships for startups

Enabling

Partnershipsyou need to

be in business

Enabling

Partnershipsyou need to

be in business

Marketing

Partnershipsthat help you

sell

Marketing

Partnershipsthat help you

sell

Distribution

Partnershipsthat get othersselling for you

Distribution

Partnershipsthat get othersselling for you




Enabling partnerships

Example: carrier deals

we needed one, and we got two

use the competitive dynamic to youradvantage

don’t go through the front door

find a team that needs you in order

to accomplish their mission show how you are the beginning of

a new trend

face to face is key

use “stacking”




Startup technique: “Stacking” (AKA Sequencing)

Great Team

Great Problem (video on 3G)

Great core technologiesGreat Angels ($7.2M)

Great product

Great organic user adoption

Great industry dynamic (Apple)

Great launch partner (Sprint)

Great carrier partnerships

Great OEM partnerships

Great exit




Marketing partnerships

Example: OQO and Microsoft

Make yourself the example for their strategy

Find the major events where strategy will be announced Top down: employees want to be told what to do

Run with it: create the event, and tell the world

Press ReleaseL A S V EGA S, N e v a d a - CES K e y n o t e S p e e ch , Ja n u a r y 7 t h , 2 0 0 7 - B i l l G a t e s

t o d a y s h o w c a se d OQO 's n e x t g e n e r a t i o n u l t r a - m o b i l e PC, t h e m o d e l 0 2 , i n

h i s k e y n o t e a d d r e s s a t t h e C o n s um e r El e ct r o n i c s S h o w i n L a s V e g a s .

over 28,900 news & blog articles

Microsoft OEM / Mobil ityPartner Advisory Council

2007 Windows VistaPC Innovation Award

•Annual Co-op mktg funds: $100K+•Placement on Microsoft site•Inclusion in marketing programs•Placement in major industry tradeshows•Case study support•ULCPC pricing and UMPC marketing funds




Distribution partnerships




Deal lifecycle

Grow and extend partnershipGrow and extend partnership

Manage partnershipManage partnership

Execute partnershipExecute partnership

Develop value propositionDevelop value proposition

Identify partnerIdentify partner



Market Segmentation

FIELD SERVICE

FIELD INSPECTION

FIELD SALES

WAREHOUSE MGMT / LOGISTICS

CPG & RETAILe.g. Harrington

TRANSPORTATION e.g. CSX

UTILITIESe.g. Cox Comm.

CONSTRUCTION e.g. Webcor

GOVERNMENT e.g. public safety, law enforcement

X

X

X

X

X

X

X

X

X

X

X

X

©2010 RobertB. Rosin




Partner identification

customer customer

ISVISV

IHVIHV

WirelessOperator WirelessOperator

Distributor Distributor

VAR/

Reseller

VAR/

Reseller

SalesteamSalesteam

Analystrelations Analystrelations

Lead Gen /Demand

Gen

Lead Gen /Demand

Gen




Value proposition

How do we help the partner?

What is their strategy, and how do we fit? Organization mapping: who cares most?




Deal execution: Tricks for getting partner interested Bring them a customer!

– Go after their sales team, not their alliances organization

Go through their CEO or board

– Top-down results in action– Use senior management to your advantage

– People in large companies expect to be told what to do

Execute on their roadmap

– Build the product they want to own (but beware of NIH)– Large companies look to startups for the vision of the future

Be the poster child for a major initiative

– Be a proof point

Craig BarrettChairman, IntelCES KeynoteLas VegasJanuary 9, 2009




Partner management:

What are you going to do for me?

Kickoff meeting

– set objectives and owners

– use executive mandate to set goals

– agree on metrics and deliverables

Weekly meeting

– people in big companies expect recurring conference calls– drive toward events, training sessions, customer meetings

– status updates from each owner

– track progress

Executive review

– agree on checkpoints with business owner




Grow and extend partnership

Identify other opportunities within partner organization

Convert one type of partnership to another (ex: carriers)

Use relationships, executive mandate, and customersuccess stories

Build a portfolio of joint activities and wins

Certification

Co-selling

Co-marketing

multipleproducts

enterprise

consumer

joint events

co-op/MDF




Partner Program

Resellers

VARs

SI’s

ISVs

IHVs

Reseller

Authorized

Reseller

Alliance

Premier

Strategic

InvitationOnly

Within the SI, ISV and IHV partnership types:

OQO All iance Partner

OQO Alliance Partners are solution and technology providers that

provide complementary services, solutions and products to the

OQO platform and actively promote and market these solutions to

joint customers.

OQO Premier Partner

OQO Premier Partners are market leaders who make a strategic

investment in and commitment to OQO products and go to market

campaigns.

OQO Strategic Alliances – By Invitation Only

Generally OQO Strategic Alliances are global market leaders who

make deep investments in the OQO platform, vision and go to

market campaigns.

Within the Reseller and VAR partnership types:

OQO Authorized Reseller

OQO Authorized Resellers are resellers and value added resellers

who are authorized to resell OQO products and make a substantial

revenue commitment to OQO.

OQO Reseller

OQO Resellers are resellers and value added resellers who are

authorized to resell OQO products and make a minimum unit sales

commitment to OQO.




Lessons from Qik

Pick a fantastic founding team

Solve a problem that is fundamental

Pick a market that is large and inevitable Pick a market that is happening this year

Make a product that users love

Make a product that a lot of users will love Focus on organic growth directly from users

Pivot if you need to based on where the market is going

Amplify it with partners Make your partners recognize the value

Move fast and don’t worry about the big guys

Be the leader in the space




Bob Rosin

[email protected]

SVFI June 12, 2012 Outsourcing, Partners and Suppliers - Bob Rosin

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