Craig Parietti & Partners, offers strategic / financial / marketing consulting in consumer facing technology, especially to VR, AR and mobile marketing companies. We partner with your Product, Sales, Marketing and Finance leaders to drive the right strategy, KPIs, competitive insights, business model, funding, and analytics. In these rapidly changing markets, we keep you one step ahead, taking the appropriate risks to win.

1. Craig Parietti & Partners
Strategic, Financial and Marketing Consulting
Consumer Facing Technology: VR, AR, Mobile
August 2016

2. Topics
Brand
PARTNER TO DRIVE PROFIT & PREDICTABLE GROWTH
• Financial leader in consumer-facing technology companies
• Partner with Product/Sales/Marketing from strategy through execution
• Excel in rapid growth, leveraging 20+ years experience and education
• Passionate, strategic, analytical, risk taker, high integrity

3. TopicsConcept
Take technology companies to profitable, predictable growth through strong
partnership between sales, marketing, and finance.
Ensure we have right strategy, KPIs, analytics, competitive intelligence, business
models, and predictability to take appropriate risk and win.
Drive from strategy through execution, with breadth beyond Finance:
• General management (P&L responsible) - Applied Precision
• Marketing (Blackberry launches plus year with CMO) - T-Mobile
• Harvard MBA (Finance and Marketing)
• Northwestern B.S. Engineering
• Investment Banking – Warburg Paribas Becker

4. Topics
Design
Leadership
• My First Team – Company Leadership Team
• Challenge My Colleagues, Commit To Decision Made
• Attract / Retain / Develop Strong Talent
• Set High Bar for My Team – And Deliver
2016 KPIs – HTC America Finance / Accounting
• Profitability – Finance / Accounting provide leadership, business modeling, analysis and guidance to
HTCA team, ensure balance relevance and profitability in smartphones / connected devices and VR.
• Mobile Finance / Accounting - Use our Nexus 9 tablets and HTC 10 smartphones to run our
business! Make major employee-facing Finance & Accounting systems easily accessible. Use new
Tableau Mobile reporting, expand our business intelligence capability.
• Risk Control - Invest in and implement business intelligence o provide Region and HQ leadership
better visibility into business / financial performance and risk. Launch Tableau reporting in three key
areas: 1) Top 10 US Markets, 2) Retention / Acquisition 3) Operating Expenses
• e-Financing - Critical to achieving HTCA revenue and profitability goals in 2016. Offer financing
options which drive Direct to Consumer sales / activations.

5. Elevation (“execution alone is not good enough”)
As CFO, VP Finance & executive consultant, Craig achieved success from $50M+ to Fortune
500, rapid growth to turnaround.
HTC
• $1.5B to $7B revenue in four years – our Super Bowl
• Scale company to market, driving $20M operating income jump from Q315 to Q116
T-Mobile
• Blackberry #4 to #1 market share in six months - $125M incremental revenue
Applied Precision (acquired by GE Healthcare)
• Prep company for liquidity event – business controls, Big 4 audit, financial analysis
• Bring predictability in capital equipment business market -- Develop leading indicator of
market swings (tied to Philadelphia Stock Exchange Semiconductor Index)
HP
• Grow from 200 employees to 950 employees in 6 years – financial analyst to Controller

6. Elevation: Financial Leverage With Limited Resources
PROBLEM: HTC competes with Apple, Samsung and Motorola, have best technology but
outspent in rapid growth market
ACTION: For breakthrough Evo 4G smartphone, contributed volume-based pricing model, targeted
Marketing investment, and close together with Sales our first ever partnership with Best Buy.
RESULT: Grab 20% share of premium smartphones (6 million sold) during 15 months in market.

7. Elevation: Solve The Real Problem
PROBLEM: New CEO at Sprint wants sharp price cuts. If just comply, we lose significant margin and
gain no share.
ACTION: Knowing partner's financials, I recommend we improve their cash flow instead - give them
24 months to pay us, matching their payment terms with customers (“Project Durantula”).
RESULT: We land business ($20 lease price match to Apple and Samsung, new Desire 626 phone),
increase market share and profitability, and most importantly strengthen our partnership.

8. Elevation: Deliver Sales & Predictability Via B.I.
PROBLEM: At HTC, we have little visibility to sales through operators, dealers and national retail. To
really run our business, we must see consumer activations.
ACTION: Go rogue to purchase 100 Tableau seat licenses. My team executes rollout, provides daily
activations by operator, product, and zip code to sales and marketing. Focuses Sales on right KPI,
targets marketing to key SMSAs, improves business predictability with clear view of sell through.
RESULT: Year over year growth in smartphone market share.

9. Topics
BACKGROUND: Process To Drive Customer Satisfaction
Brand
Bedrock - What do you stand for? How are you different? Why are you different? Why
will customers, channel partners, suppliers, employees, and investors believe in you?
Concept
How will you create a successful business? In which markets will you play and why?
What is your 360 degree customer experience – including products, people, customer
care, quality? Innovator or fast follower?
Design
Details that matter – how will your products deliver value? What is your business model?
What are your KPIs (next three years)? How will you stay flexible to anticipate changing
competitive environment? How will operations scale?
Elevation (“beyond execution”)
Execute is not good enough. How will your leaders and employees take the extra step to
deliver on your Brand? How will ensure they take risks, at the appropriate level? How
will you reward the right behavior, drive together as a team?
I use this structure with leadership teams