Functions required for building a deep technology company in robotics, computer vision and AI. Learning from my experience of managing a company at leadership level.

1. Building a
Billion $
Enterprise in
Robotics & AI
-
Operational
Requirements

2. Context
In this presentation, I will discuss what it takes to
build a profitable enterprise in robotics and AI
domain. I will discuss the operational functions as
funding related details are available online. The
slides are divided in 4 sections:
1. Sales & marketing,
2. Post sales, execution and delivery,
3. Productization, pricing and team building
requirements
4. How I can help

3. Agenda
Leads Generation to Closure
Sales & Marketing01
Transition – Project – Delivery – Post Delivery Management
Post Sales & Delivery Activities02
Product Leaders, Productization Strategy and Key Skills
Productization & Team Building03
Why NOT Vivek04

4. Pipeline Management
Marketing Automation & Channel
Management
2. Inbound & Outbound Lead Generation
Where to focus
3. Lead Intelligence &
Prioritization
Company’s vision & mission.
1. Alignment between key teams
Strategy & Efforts Tracking
6. Analysis & Reporting
Master the Art!
5. Proposal Development, Negotiation &
Closure Effort required to win Client Trust
4. Lead Nurturing & Assignment

5. Vision & Mission Alignment
Company Positioning
Sectors – Capabilities – Solutions – Terms of
Engagement
Alignment between Teams Alignment on Lead
Management
Process
What is a Lead
What is an Opportunity
Customer
Up selling and Cross Selling
Opportunities
Lost Opportunities
Alignment between Sales, Marketing &
Product Teams
Defining the process
Allocating resources to manage the
process
Activity Ownership
Remove Ambiguity
Tracking and Analysis
Alignment on Clear Roles and
Responsibilities for smooth process
management
Define Reporting and KPI parameters

6. Inbound Lead Generation
Automatic Inbound
Lead Generation &
CRM Update
No Broken Pages
Mobile Friendly Website
Appropriate Keywords
Targeting Competitors Keywords
Record Website Visitors
Website Optimization
Youtube, Linked In, Quora, Twitter
Infographics
Blogging / Commenting
Reviews / Patents
Collaterals/Case Studies/PDFs/FAQs
Thought Leadership using
Content Optimization
Search Engine Optimization (SEO)
Google / Linked In Ads
Publication Ads – ET, Sectoral
Publications or Magazines
Targeted Ads

7. Outbound Lead Generation
Partners
Offline
Emails &
Cold Calls
Call Centre
Right Person Emails
.
Cold Reaching
MoUs & NDA, Geographical Reach,
Exclusivity, Margins, Payment Terms,
Customer Definition, Marketing Costs,
Training & Development
Independents, Consulting Companies,
Sector Experts
Old Fashioned Lead Generation
Trade Shows – Do they help?
Direct Emails and Web Campaigns
Client Referrals
Personal Networking

8. Lead Intelligence & Prioritization
Lead Intelligence
Single Time Execution
No repeat potential from client.
Market Potential Low or Not Clear
Complexity Level
One Time Opportunity
Easily Executable
Strengthen Product Portfolio
Current Product Fit
Anchor Client
Fits well within Product Roadmap
New Efforts
Large Market
Strategic Fit – Long Term Goal
Lead Prioritization
Company Scale & Size,
Sector Research,
Productization Opportunity,
Opportunities Identification &
Quantification, Cross Selling / Up
Selling Opportunities
Company Research
Make Standardized Process for
Initial Data Collection
Share checklists with collaterals with
clients
Ask to share data regarding
requirements
Collaterals, Checklists & Calls
Multiple Orders from same client
No Apparent Market Outside
POC Risks
Large Client – No Market Outside
Go – No Go
Assessment

9. Lead Nurturing
4. Validation Criteria
Validation method
Test Bed
Quality & Production Team
Validation Team
Validation Team Priorities
Ease of Use
3. All about Defects
Defects Samples Collection
Defects Classification Requirements
Defect Priorities – Must have or Good to have
Defects Accuracy Levels e.g. 97% or 99%
Defect Resolution e.g. 1mm or 0.1 mm
How SKU variation impact defects profile
1. Understanding the Problem Statement
Site Visit
Root Cause of the Issue
Client motivation for the solution – monetary,
reputational and market
Current QC Method & Issues
Known and unknown risks,
Solution complexity - no. of SKUs
Previous failed trials and causes
Competition
2. Technical Requirements
Speed required – parts /minute; mtr/minute
SKU variation – Size, Color, Shape,
Characteristics
Integration – upstream & downstream
linkages
GUI Requirements
Wiring Interfacing
Environmental Conditions & Conditioning
Req.
Rejection System
5. Key Terms & Conditions
approval
Anchor Price
Payment Terms
Delivery Time
Detailed Proposal Development

10. Proposal Development
Who We Are
What We Do
Why Us
Existing Clients,
Testimonials, Case Studies,
Media & Special References
About Us
Problem Statement
Stated and Non Stated
Motivation
Quantification of
Requirements
Input & Output
Dependencies
Integration Requirements
Problem Statement
Solution Architecture
GUI & Data Elements
Output Details
Integration Details
Acceptance Criteria
Solution Architecture &
Details
BOM
Solution Price
Payment Terms
Delivery Terms
Warrantee and Support Required
Other Terms
Commercial Details & Key
Terms

11. Negotiations & Closure
Technical Parameters
Accuracy, Speed, Hardware
Quality, Support & Training,
New Requirements
Engagement Value
Relationship Vs. Output Value
Overall Scope
Cross Sell / Up Sell
Other Person Type
Assertive,
Accommodative
Analyst
Competition
Indian / Foreign;
Known or Unknown
Existing System
Price – Specifications -
Support
Solution Cost Vs. Benefit
Analysis
Payback
Non monetary benefits
New Development or
Incremental Development
Productization
Payment Terms
Advance %
ABG
Payment on SAT
Lodging & Boarding
Other Terms & Conditions
No Advance Refund
Arbitration
Research in Nature
Indemnification
Act of God
“No” starts a negotiation

12. Analysis & Tracking
Is my Strategy
right?
Is my Effort
effective?
Efficiency of Outbound and
Inbound Marketing & Lead
Conversion Ratio.
Leads to Conversion
Efficiency
Am I able to utilize full
opportunity with the client with
repeat orders, cross selling
opportunities.
Up Sell – Cross Sell
How is my internet visibility?
How do I compare with
respect to my Competitor.
Inbound Marketing
Is nearness to clients
helping to close and deliver
fast.
Time to Close & Time to
Delivery
Do I have good anchor clients,
my leads match the sector /
domain as per my product
roadmap.
Right Leads
Am I able to scale up as per
my product strategy with new
clients and geographical
markets.
Market Rollout
Am I able to realize as per
my product or business plan.
Value Realization
Am I able to convert the
leads into Productization
opportunities. Does leads
strengthen my
Productization capabilities.
Productization
Strategy & Efforts
Effectiveness
Tracking

13. Agenda
Leads Generation to Closure
Sales & Marketing01
Transition – Project – Delivery – Post Delivery Management
Post Sales & Delivery Activities02
Product Leaders, Productization Strategy – Key Skills
Productization & Team Building03
Why NOT Vivek04

14. Transition to Delivery Team
Delivery Team
Design, Manufacturing &
Installation, Embedded,
Electronics, GUI Developer,
Machine Vision Expert,
Project Manager
Discussion on Hardware
& Software
Requirements
1. Hardware Requirement
2. Software Requirement
3. SKUs,
4. Accuracy
Requirements,
5. Integration,
6. Rejection,
7. Interfacing,
8. Limitations &
Constraints,
9. POC,
10.Testing Jig
11.Validation Criteria
Project Management
Requirements
1. Design
2. BOM
3. Costing
4. Procurement
5. Software
6. Manufacturing
7. POC
8. QC
9. Tracking Timelines
10.SAT
11.FAT
Technical Team Visit
for Project Kick Off
1. Tech. Team Site Visit
to understand the
installation and
integration
requirements
2. Team to carry
required
measurement tools
and design software
Transition to Delivery
Team
Robotic & AI Expert Project Manager Project Kick Off
Roles &
Responsibilities
1. Product
Requirements
2. Product
Specifications
3. Timeline & Milestone
4. Share Technical
Specs as agreed
with Client
5. Assign roles &
responsibilities

15. Project Management
Manufacturing Design
1. Solution Design with integration
capabilities at client site
2. Validation
3. Aesthetics
4. Human Usability
Manufacturing
1. Final BOM development
2. Decision on Make or Buy
3. Scheduling Operations
4. Part Quality Management
5. Draft Assembly
6. Assembly Testing
7. Part Paint Job
8. Final Assembly
9. Final Assembly Verification
Procurement
1. Vendor Selection
2. All at once or after POC
3. Import vs. Local Buyout
4. Placing POs for purchase of
items
5. Tracking Shipments
6. Impact of Forex Rates on
Margins
QC & Integration Testing
1. Software Functionality
2. Testing for Accuracy, Speed,
Resolution.
3. Individual Test
4. Comprehensive Tests
5. Testing against client validation
criteria
6. Manual Development
Timelines, Milestones &
Costing
1. Activities vs. timelines
2. New Product ?
3. Effort Logging
4. Project Costing
POC
1. Creating client setup
2. Designing Testing Template
3. Required Defective Samples
4. Algorithm Development
5. Testing for Accuracy to get first
cut estimation of possible issues
in the development process

16. Status Updates
1. Emails as per agreed
timelines & format
Final Testing
1. Noting Performance
(repeatability,
accuracy) against
requirements
2. Individual tests
3. Comprehensive tests
4. Preparation for SAT
5. Scheduling SAT
6. Coordinating with
Client and Internal
Teams
7. Managing
expectations (new
desired vs. required)
Manual
1. Design Details
2. Actual Product Images
3. Machine Working Details
4. How it works
5. Installation Requirements
6. Starting and Setting up
7. Validation
8. Trouble Shooting
9. Wiring Diagram
10.End of Life
Packaging & Shipping
1. Ease of Shipment
2. Damage Proof
3. Insurance
4. Invoicing & GST
Accounting
5. Delivery Documentations
Client Management QC Before Delivery Manual, Collateral & Demos Packaging, Shipping,
Installation & FAT
Delivery Management
POC, SAT & FAT
1. Facility Management
2. Feedback Management
3. Issue Resolutions
Payments Tracking
1. Accounts
Management
2. Follow Ups
Approvals & Scale Up
1. FAT Approval
2. Roll-Out to Multiple
Lines / Sites
3. Cross Sell / Up Sell
Opportunities
Collaterals & Demos
1. Digital Marketing
2. Case Study
3. Demo Videos
4. Prospective
Demonstrations
Installation & FAT
1. Notification to Line
Manager & Facility
Incharge
2. Pick & Place Assistance
3. Electrical Earthing &
Connections availability
4. FAT as per agreed norms
5. Sign-Off

17. Execution is the Key
99% vs. 99.9%?
Availability / Accuracy
Demands
Getting the site integration to your
robotic system is crucial for your
product success. Identify integration
challenges early and work on them
Getting the Integration Right
The more clarity on defect type,
their frequency, their criticality
for client processes, the better
client request can be handled.
Defect Profile Understanding
No product is developed in 3 months.
Understand development time and
team availability before committing to
clients
Development Time Required
Bad wiring, windows updates and
random software errors significant
reduce product experience.
Wiring and Random Errors
Need to understand overall
product requirements from
market perspective and build
accordingly even if more efforts
are required.
Begin with End in Mind
Product development will undergo
multiple changes as product gains
maturity. Be prepared for it. Client
ease of use should be taken care.
Test Product Development
Below Par hardware selection is sure
to kill the project. If not sure, take one
step higher specification hardware
Hardware Selection

18. Installation & Support Management
Till product matures, the development team is part of
installation & support team.
Installation & Support Team
A badly tested product will increase post delivery
management requirements by 10x – significantly
increase logistics and on site team requirement.
Testing before Delivery
Client ability to manage small changes in the product
will ease the post implementation time and post sales
efforts.
Client Training
Easy offsite as well as onsite product software editing
capabilities – GUI, Algorithm & Embedded Code
Remote Updation Capabilities
Understand that building products at site will require
uncomfortable sitting positions, hazardous environment
– sound, temperature and dust conditions.
Challenging Site Environment

19. Agenda
Leads Generation to Closure
Sales & Marketing01
Transition – Project – Delivery – Post Delivery Management
Post Sales & Delivery Activities02
Product Leaders, Productization Strategy – Key Skills
Productization & Team Building03
Why NOT Vivek04

20. Strategy for Productization – B2B
Market RolloutEstablish Anchor Client/s
Anchor clients have huge requirements of same
product or are getaways to large markets.
Getting anchor client will ease in scale up
phase.
Market Entry
Productize
Scale Domain knowledge,
Understand Available Cross Sell / Upsell
Deliverable Opportunities
Competition and their issues,
Build Delivery Capabilities and IP
Your Product/s – Your USP
Rollout strategy
What to Build &
Why?
Product Roadmap
Agreement on the type of market / sector /
products to be developed over next 3 years
Generally a hardware product will require 1-2
years for market rollout.
Build your USP
Capture Market
Individual Sales Teams or
Partners
Marketing Strategy
Supply Chain Strategy
Execution Strategy
Support Strategy
Sell before building or build then sell?

21. Note on Product Pricing
PRICED
LOW
PRICED
HIGH
Pricing Strategy
1. Before other growth optimizations strategies, Pricing is one the first things startups should test.
2. Some startups can easily charge 2X because of the value they are providing to the client.
3. Some price large part of the potential customers out due to their pricing strategy.
4. You need to be clear how pricing is influencing USP and sales.
$100.50
$403.00

22. Skills Requirements & Team
Call Centre
Pre Sales
Sales Manager
Delivery Managers
Channel Partners
Digital Marketing
Website Experts
Technical Writing Experts
Sales & Marketing
Embedded
Electronics
PCB & Wiring
GUI Experts
QC
Product Support
Software
Procurement
HR
Admin
Accounts
Legal
Support
Machine Design
Lighting
CNC
ITI
Assembly
QC
Installation
Hardware

23. Agenda
Leads Generation to Closure
Sales & Marketing01
Transition – Project – Delivery – Post Delivery Management
Post Sales & Delivery Activities02
Product Leaders, Productization Strategy – Key Skills
Productization & Team Building03
Why NOT Vivek04

24. Why NOT Vivek?
Product Management
Experience
Excellent product lifecycle
experience in Industrial Robotics &
Imaging starting from sales –
internalization – project – delivery
and post delivery management.
Start-Up Experience
Have 10+ years of start up
organizational building
experience, build team and delivery
capabilities from scratch, managed
stakeholder relationships and
general management functions
Robotics & MV Experience
Extensive cross sectoral experience
in Industrial Robotics & Imaging with
excellent understanding of existing
opportunities and competitive
landscape.
Team Building Experience
Build team from 5 to 30+ people in the
company with varying skills sets. Used all
channels to bring qualified people in the
company
Sales & Partner Management Experience
Handled personalized sales, sales managers, channel partners
and partner companies for building pipeline, proposal
development, negotiations to closure. Managed large programs
with cross functional teams for national level rollout.

25. Thank You
For more details:
Contact
Vivek Dhariwal
+91-9157705888
https://www.linkedin.com/in/vivekdhariwal/