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Navigating Challenges in New Product Adoption Strategies

Discover solutions for funding, marketing, and international presence in EDA startups. Learn how to effectively reach prospects and reduce costs through regional sales teams.

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Navigating Challenges in New Product Adoption Strategies

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  1. Closing the Money Gap EDAC Panel Session September 17, 2002 Dan Ganousis President and CEO

  2. Challenges in New Product Adoption • Current Business Climate • Everyone is grumpy because of the economy • Most budgets are limited to “must have” purchases • Accessibility • No prospect ever has time for you • Most prospects are geographically dispersed • Most companies have strict travel restrictions • Credibility • No designer believes anything an EDA vendor says • Designers want to see your new tool work in THEIR design environment • Marketing • Intrusive Internet-based campaigns can be counter productive • Increasing design complexity makes it hard to find the right prospects

  3. Affect on an EDA Startup • Funding is incredibly difficult • Controlling the cost of sales is paramount • Marketing expenditures have to be extremely focused • Talent is available, but you don’t have the money to hire them • Need access to a plethora of design flows • It’s no longer acceptable just to be a member of a partner’s alliance program • Screenshots and demos won’t convince anyone – you need to run the real application with the customer’s design data • You need to be everywhere • The majority of prospects will need buy-in from designers who are in multiple locations • The majority of revenue is no longer in the US; now an international presence is critical, not a luxury

  4. AccelChip’s Solution Product Development Concept Solution Design Engineers Requirements Regional Sales Teams Regional Sales Teams Prospects

  5. Benefits Realized • We’re reaching the right teams with the right message • Their design data in their design flow with our tool • Unlimited accessibility – time zones are the only limitation • Marketing with design engineers, not MBAs • Significantly reduced costs • Travel expenses are limited to local sales team’s costs • Maintenance and support of design flows is centralized • Training of regional sales teams and distributors early and often • Improved Pre- and Post-Sales Support • Prospects and customers have access to our design engineers as well as our local Application Engineers and our hot-line • Multi-vendor design flows are easily accessible • Training as they want it when they want it • Problem resolution more efficient with designer to developer communication – we eliminate the middle man

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