WK | Spring 2010

1. WK | Spring 2010

2. Company Overview • Drivers of Innovation • Risk • New Product & Service Development Funnel • Take-Aways

3. Software Development Company • 4 Core Products (Software Toolkits – SDKs) • OCR, ICR, IWR Recognition Technology • Intelligent Document Classification • Artificial Intelligence-Based • …And Associated Services • Sell through Channel - Integrators/Resellers • Market to Channel and End Users

4. | COMPANY INFORMATION • Mission Statement • A2iA develops and licenses proprietary, best of breed data recognition, classification and extraction technologies, which significantly improve business processes that handle large amounts of scanned documents containing handprint, machine print and cursive text. • Vision Statement • A2iA's vision is to be the leading, global supplier of comprehensive and intelligent document data capture technologies, enabling customers to maximize and leverage information.

5. | COMPANY INFORMATION • Brand Values • Visionary: A2iA listens to the needs of its customers, developing tools that are pro-active in the market place. • Unique: A2iA’s technology is one-of-a-kind. There is no other organization today offering technology with the same features and functionality. • Valuable: A2iA’s tools help organizations reduce their operating costs and process data faster, making A2iA a valuable piece of the company’s post-processing software.

6. “The average ROI for successful new products is 96.9 percent.” Robert G. Cooper Winning at New Products

7. Be the customer • Spend more time in the future • Connect the dots • Mimic nature • Be a child • Change your workspace • Reverse engineer • Storyboard ideas • Invite radical thoughts • Mind mapping • Wordsmithing • Cross pollinate • Look inside out, outside in, above & below • Take fieldtrips • Be a contrarian • Take an international perspective • Ask “why not”

8. “The management of new products [and services]is the management of risk…Total risk avoidance in new product development is impossible, unlessa company decides to avoid all innovation – and face a slow death.” Robert Cooper Winning at New Products

9. Mission/Vision/Values Business Unit Strategy Organizational Strategy DesiredOutcome Activity1: Ideation Ideation Screen Activity 2: Elimination Surface Evaluation Screen Activity 3: Development Detailed Evaluation Screen Testing Gate Deployment Gate CFD Gate PLR Gate Sub NPSD Funnels

10. Cross Functional Development (CFD) Post Launch Review SurfaceEvaluation Screen DetailedEvaluationScreen Ideation Screen Detailed Evaluation Testing Gate Surface Evaluation Deployment Gate CFDGate Ideation Testing Deployment Launch PLRGate • Idea bank • Innovation triggers • Trigger: Don’t think about the customer, be the customer • Trigger: Storyboard ideas • Idea bank: All departments Ideation Gatekeepers: Sales Manager; IT Manager • Filter ideas with broad criteria • Distribution • Risk-Return • Requirements from CEO • Exposure in US & Canada • Visible to software integrators within the healthcare market • Final product in English and French Ideation Screen

11. Cross Functional Development (CFD) Post Launch Review SurfaceEvaluation Screen DetailedEvaluationScreen Ideation Screen Detailed Evaluation Testing Gate Surface Evaluation Deployment Gate CFDGate Ideation Testing Deployment Launch PLRGate | Activity 2: Elimination • Explode ideas / spin-offs • Expert/vendor advice • Desk research • Seek advice from ad partners and industry analysts • Online research: “free” research • Competitive strategies & programs Surface Evaluation Gatekeepers: Sales Manager; IT Manager • Strategic fit • Brand loyalty/image • Design • Legal compliance • Fits with brand image • Cost under $10K • Visible to C-level contacts Surface Evaluation Screen

12. Cross Functional Development (CFD) Post Launch Review SurfaceEvaluation Screen DetailedEvaluationScreen Ideation Screen Detailed Evaluation Testing Gate Surface Evaluation Deployment Gate CFDGate Ideation Testing Deployment Launch PLRGate | Activity 2: Elimination • Research with target market • Competitive analysis • Program benefits • Talk to end users/customers at tradeshows, seminars, etc. • Benefits gained by responding Detailed Evaluation Gatekeepers: Sales Manager; IT Manager • ROI • Program specifics • Producible in-house • Ability to spin online campaign into print if necessary • Shelf-life of at least 6 months • Does not require outsourcing Detailed Evaluation Screen

13. Cross Functional Development (CFD) Post Launch Review SurfaceEvaluation Screen DetailedEvaluationScreen Ideation Screen Detailed Evaluation Testing Gate Surface Evaluation Deployment Gate CFDGate Ideation Testing Deployment Launch PLRGate | Activity 3: Development • Expand scope • Decision to spend $$ • Initiate activity • Cross-functional teams in parallel funnels • Determine specs for program • Draw story boards • Create graphics/HTML • Secure vendor contract • Inform administration and accounting of discounts and potential responses Cross Functional Development Gatekeepers: Sales Manager; IT Manager • Concept easily understandable • Relates to needs of HC market • Duplicatable for other product marketing programs Cross Functional Development Gate • Budget / financials • Simplicity of design • Market appeal

14. Cross Functional Development (CFD) Post Launch Review SurfaceEvaluation Screen DetailedEvaluationScreen Ideation Screen Detailed Evaluation Testing Gate Surface Evaluation Deployment Gate CFDGate Ideation Testing Deployment Launch PLRGate | Activity 3: Development • Focus groups • Internal and external • Meets objectives • Healthcare integrators • Internal sales / technical team • Beta test campaign Testing Gatekeepers: Sales Manager; IT Manager • Understandable by target market • Easy to take action • Attack needs of market • Test the tests • Comprehension • Ease of response • Address pain-points Testing Gate

15. Cross Functional Development (CFD) Post Launch Review SurfaceEvaluation Screen DetailedEvaluationScreen Ideation Screen Detailed Evaluation Testing Gate Surface Evaluation Deployment Gate CFDGate Ideation Testing Deployment Launch PLRGate | Activity 3: Development • Finalize all activitiesfor launch • Set email newsletter to launch at specific date/time • Educate sales team on campaign Deployment Gatekeepers: Sales Manager; IT Manager • Ensure campaigns are set to launch at correct dates/times • Confirm vendors will launch on designated day • Final checks on allcomponents prior tolaunch Deployment Gate

16. Cross Functional Development (CFD) Post Launch Review SurfaceEvaluation Screen DetailedEvaluationScreen Ideation Screen Detailed Evaluation Testing Gate Surface Evaluation Deployment Gate CFDGate Ideation Testing Deployment Launch PLRGate | Activity 3: Development Launch • Execute all components of campaign: • Email blasts/newsletters • Banner ads • Vendor sponsored newsletters • Micro-site Post Launch Review • Determine successes and failures of each component • Review costs, profits • Weaknesses and things to change for future campaigns Post Launch Review Gate • Based on results, establish metrics for future campaigns

17. Always have an international / global view from day one • Make sure to involve Senior Management from the start • Do not fall in love with your own idea • Get more out of your product if you can differentiate it • Prevent the possibility of launching a “me too” product or service

18. Wendi A. Klein | Spring 2010