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What drives your company?

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Most software companies go through a common evolution starting from making product decisions based on what's fun, moving on to making products based on where the next big deal can be found, and finally maturing into creating products that answer the needs of a wider market. Guiding your roadmap through these stages and into one that can ensure that a little work can go a long way is critical for the long-term sustainability of a company.

In this presentation, Elan Tanzer will discuss how to identify which stage your company is in and how to get it to a strong, stable foundation despite potentially opposing forces pulling you back.

Published in: Business, Economy & Finance
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What drives your company?

  1. 1. YOUR COMPANY? WHAT DRIVES tanzer.com Elan Tanzer
  2. 2. Key Drivers Technology • Fun • Build what’s possible • Hope people will pay for it • Less reliance on ROI • 12-18 month roadmap Sales • Revenue-driven • Quarterly panic • One customer per product • Short-term focus • 3-9 month roadmap Market • Long-term ROI focus • Sustainable • Multiple customers per product • 3-5 year roadmap tanzer.com
  3. 3. tanzer.com Typical Timeline Technology Entrance • Brilliant people sitting down together and coming up with a great idea Exit • Made money, Created BoD, gone public Sales Entrance • BoD & stock market want higher revenue, reduced costs Exit • Missed revenue projections, too many products Market Entrance • Long-term investment, market awareness Exit • Consistent costs & revenues
  4. 4. tanzer.com What is a Technology Driven Company? Fun! Build what’s possible Hope people will pay for it Less reliance on ROI No roadmap
  5. 5. tanzer.com Successful Technology-Driven Organizations Google Apple Microsoft R&D RedGate
  6. 6. tanzer.com Erm… roadmap? We just build cool stuff! Technology-Driven Typical Roadmap
  7. 7. tanzer.com What is a Sales Driven Company? Revenue- driven Quarterly panic One customer per product Customisation for each customer Short-term focus 3-9 month roadmap
  8. 8. tanzer.com Successful Sales-Driven Companies SAP Cambridge Consultants TTP
  9. 9. tanzer.com SDK v3.8 Updates to legacy Embedded Product Product A Product B Release Adv Development Concept v9.0 2010 2011 SDK v5 Core Libraries SDK v4 Maint. Rel. v8.1rX Product C Release for Customer A Bug Fix Rel v1.3rX v8.2rX v8.3 v2 v3 2012 v4 SDK v6 Bug Fix Rel Languages for Customer A Release for Customer C Maint. Rel. Maint. Rel. Maint. Rel. Maint. Rel. Release for Customer B Release for Company A Bug Fix Rel SDK v3.9 Eval Kit Eval KitEval Kit Eval KitEval Kit SDK Maint. Rel. Maint. Rel. Maint. Rel. Maint. Rel. v8.0r16 v8.2r5 v8.3r1 v8.2r6 2.0r1 2.0r2 v8.3r2 v9.0r1 Branch A Branch B Device updates (ongoing) Branch A Branch A Branch A Branch B Branch B Maint. Rel. Customer A SDK Sales-Driven Typical Roadmap
  10. 10. tanzer.com What is a Market Driven Company? Long-term ROI focus Sustainable Multiple customers per product 3-5 year roadmap
  11. 11. tanzer.com Examples of Market-Driven Companies ARM Intel Nvidia Adobe Amazon
  12. 12. tanzer.com Applications Roadmap Q3 ’11 Q4 ’11 Q1 ’12 Q2 ‘12 Q3 ’12 Q4 ‘12 Q1 ‘13 Q2 ‘13 Q3 ‘13 J A S O N D J F M A M J J A S O N D J F M A M J J A S Product A Product B Product C R&D Plug-ins Apollo Challenger NeptuneJupiter Borg Tech Refresh for Pluto Klingon HTML5 SVG Market-Driven Typical Roadmap Pluto Discovery Romulan Optimisation for Pluto
  13. 13. tanzer.com Identifying Star Products Problem Child Stars Dogs Cash cows Market Share Market Growth
  14. 14. tanzer.com Identifying Your Company’s Position Strengths Weaknesses Opportunities Threats You Technologies Staff Products
  15. 15. tanzer.com Identifying Competitive Position Strengths Weaknesses Opportunities Threats Competition
  16. 16. tanzer.com • Visit customers • Go to tradeshows • Read industry publications and reports • Track trends • Research recent patent filings within ecosystem Analyse The Market
  17. 17. elan@tanzer.com Elan Tanzer Tanzer Consulting www.tanzer.com How Can I Help?

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