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Forge - DevCon 2016: Dancing with Elephants, Leveraging Market Leaders to Grow your Startup

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Jim Quanci, Autodesk
As a small company or startup, partnering with a large, established company can be like dancing with an elephant – one small misstep and you get squashed. But the upside is well worth it for the fleet-footed. A large company can bring to the dance all those things that are scarce for you as a startup - money, people, time, industry expertise and a huge customer base. Learn how you can use leaders in the market such as Google, Facebook, Apple, Microsoft, IBM and even Autodesk to stretch your marketing dollar, add virtual R&D staff to your team, finance your business growth – and accelerate your exit strategy.

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Forge - DevCon 2016: Dancing with Elephants, Leveraging Market Leaders to Grow your Startup

  1. 1. Jim Quanci Senior Director, Autodesk Developer Network Dancing with Elephants Leveraging market leaders to grow your Startup
  2. 2. jim.quanci@autodesk.com
  3. 3. What is an Elephant?
  4. 4. What is an Elephant?
  5. 5. What is an Elephant?
  6. 6. Why pursue an Elephant?
  7. 7. Why pursue an Elephant?
  8. 8. First – know thyself Understand your objectives (motivations) • Run your own business? • Retire young or work till you die? • Grow your business – how big? • Make money – how much? • #1 In your industry? Why pursue an Elephant?
  9. 9. Why pursue an Elephant? Technology Marketing Sales Exit Strategy (Get Acquired)
  10. 10. Why not to pursue an Elephant? Mismatch • Strategy • Customers • Culture Elephant • Sick • Opaque • Crazy
  11. 11. Different Elephants Classic • Programs • Membership • Gatekeepers Cloud • Community/Social • Opportunistic
  12. 12. Pursuing the Elephant Understand what is very important to them
  13. 13. Pursuing the Elephant 1. Elephants are made up of individuals 2. You need to find out what motivates individuals 3. Be direct as soon as you can (but not too soon)
  14. 14. Channel Sales Rep Direct Sales Rep Field Marketer Product Manager Industry Manager Engineer Partner Manager Sales X X This year X X X VARs X Named customers X X Manager set goals X X X X X On time X X X Partners X X X Quality X Revenue X Elephant Employee Motivations
  15. 15. Why pursue an Elephant?
  16. 16. Why pursue an Elephant? Technology Marketing Sales Exit Strategy (Get Acquired)
  17. 17. Pursuing Elephant Technology 0 100 200 300 400 500 600 R&D Investments (US$ millions)
  18. 18. Pursuing Elephant Technology Finding It • Their Website • Experts (Elephant employee AND Community) https://dev.windows.com/en-us/community http://googledevelopers.blogspot.com/
  19. 19. Pursuing Elephant Technology Getting It Cheap • Trials • Elephant Partner Programs • Special Offers http://azure.microsoft.com/en-us/pricing/member- offers/msdn-benefits-details/ https://www.microsoft.com/bizspark/ https://partners.salesforce.com/
  20. 20. Pursuing Elephant Technology Getting Help • Community • Elephant Partner Programs https://partneredge.sap.com
  21. 21. Why pursue an Elephant? Technology Marketing Sales Exit Strategy (Get Acquired)
  22. 22. Pursuing Elephant Marketing Branding • Logos • Website (Yours and Theirs) • Events http://www.sap.com/partners/search/index.html
  23. 23. Pursuing Elephant Marketing Easy Access to Customers • Its Never Easy • Catalogs • App Stores • Events http://www.sap.com/partners/search/index.html https://itunes.apple.com/us/app/fusion- 360/id868968810?mt=12 https://apps.exchange.autodesk.com/ru
  24. 24. Why pursue an Elephant? Technology Marketing Sales Exit Strategy (Get Acquired)
  25. 25. Pursuing Elephant Sales Co-Selling You Sell Theirs They Sell Yours
  26. 26. Pursuing Elephant Sales Co-Selling
  27. 27. Pursuing Elephant Sales Co-Selling Only when your solution is key to the elephant winning Only when you have deep trust and understanding with the individual elephant’s salespeople
  28. 28. Pursuing Elephant Sales They sell yours
  29. 29. Pursuing Elephant Sales You sell theirs
  30. 30. Understand Alignment Maximize Alignment Elephant User Needs Your User Needs
  31. 31. Understand Alignment Maximize Alignment Elephant User NeedsYour User Needs
  32. 32. Understand Alignment Maximize Alignment Elephant User Needs Your User Needs
  33. 33. Recognize and Manage Co-opetition (Cooperation with Competition)
  34. 34. Recognize and Manage Co-opetition (Cooperation with Competition)
  35. 35. Why pursue an Elephant? Technology Marketing Sales Exit Strategy (Get Acquired?)
  36. 36. Exit Strategy 2807 79 2014 Tech “Exits” IPO M&A
  37. 37. So you want to marry the Elephant…
  38. 38. Develop Insider Relationships
  39. 39. Keep Your Ears to the Tracks
  40. 40. Align
  41. 41. Remove Complications
  42. 42. Know the Elephant’s Competition
  43. 43. Danger Over Investing Over Reliance
  44. 44. Autodesk is a registered trademark of Autodesk, Inc., and/or its subsidiaries and/or affiliates in the USA and/or other countries. All other brand names, product names, or trademarks belong to their respective holders. Autodesk reserves the right to alter product and services offerings, and specifications and pricing at any time without notice, and is not responsible for typographical or graphical errors that may appear in this document. jim.quanci@autodesk.com http://dances-with- elephants.typepad.com/

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