Last night I participated on a panel at the Fountain Blue High Tech Entrepreneurs Forum in Santa Clara, CA. There were a diverse set of entrepreneurs in the audience from folks starting new Web2.0 companies to folks in the Wireless\Mobile space. Linda Holrodyd CEO of Fountain Blue just sent me this nice summary of the event and some of the key take aways which I thought would be great to share:
• Facilitator Sara Rauchwerger, Managing Director, BG Strategy, Founder and Director, CCICE
• Panelist Rodney Bowen-Wright, Director, Business Development, Strategic and Emerging Business Team, Microsoft
• Panelist Leonard Greenberg, Founder and CTO of Assistyx LLC, past co-founder and CTO, Pathlore Software Corporation
• Panelist Henry Sang, Jr., Associate Director, HP Labs Technology Transfer Office, Hewlett-Packard Company
• Panelist Prashant Shah, Managing Partner, Hummer Winblad
Below are notes from the conversation.
With the rapid advancement of software solutions, the ready availability of storage space and technology tools, and the vast appetite for customized solutions, organizations large and small are cost-effectively providing customized, dynamically generated services to companies and individuals.
Thoughts on Providing Scalable Personalized Solutions
· The industry has evolved from providing one-size fits all SaaS (software as a service) solutions to providing APIs and other tools to make it easier for customers to customize the features.
· Architect your system well, to make it modular and customizable so that you can more effectively and nimbly serve the needs of your clients today and into the future.
o When architecting your system, consider which aspects of your solution should be static, and which parts modular and why. Consider also how this decision may need to change as you scale.
· With that said, don’t overdesign the code on the front end. Make it customizable so that customers can design it to THEIR needs. They may even have a different purpose in mind for your solution, which may open up new opportunities for new customers, new markets for your organization.
· Start always with the question ‘what is the problem you want to solve for whom’ and continue to focus on it.
· Making SaaS offerings which are modular and self-serve for customers is also easier and less expensive to support.
· Ensure that the service you’re providing: 1) has sound defensible technology, 2) has a market willing to pay for that value and 3) has a reasonable cost for customer acquisition.
· Plan for success and recognized the milestones for the next level of success. Plan your strategy based on those milestones, and proactively plan for the next growth point.
· It’s a good time to build a business! With the advances in technologies and online pay-as-you-go cloud and development offerings, the cost of building a personalized solution is much cheaper now than ever before. In addition, with the sour economy, the cost of great founders and staff is much more reasonable than in times of boom!
· Get your demo working and your first customer before seeking funding.
· Consider who your natural partners would be and integrate that into your strategy. It may be an exit option, a channel development opportunity, etc.,
· With that said, if you’re partnering with a natural partner that is a corporation, ensure that you have the resources to support potentially over-enthusiastic support of that corporation.
· Most generic concepts and ideas don’t need patents. For example, don’t get a patent for providing a SaaS model for ordering tickets, something other companies have been doing for quite some time. But do have enough patent protection to keep others at bay for a year or two.
· Secure a written release should you and your co-founders elect to go separate ways, to ensure that your company maintains full ownership and rights to any code developed during the partnership.
· Success in one vertical may position you for success in another one.
· In this market, ensure that your solution solves a real need – generating revenues, reducing costs. It may also be an inexpensive impulse buy.
· Ensure that your first customers don’t de-rail your overall company vision. If the ask for too much customized work, you might be in danger of becoming a custom-development house, for example.
Thoughts on Revenue Models for Personalized Solutions
· Selling personalized solutions month-to-month rather than in big installments may provide a conflict for sales execs.
· Having a hybrid of revenue models – both SaaS and single payment licenses may work for later stage companies, but bifurcating the revenue strategies may also strain the focus for early stage, resource-tight start-ups.
· Your sales strategy depends on your technology, your market, your cost for customer acquisition, etc., and should be fully in alignment with your overview company vision.
· Don’t count on the advertising model for revenue generation.
Thoughts on Opportunities Ahead
· With the rapid advancements in technology, there will be a fundamental shift in what we do with the data gathered from online behaviors. It will affect how we serve people, how we make decisions, what we are willing to share and why, etc., As this shift happens, who are the big players taking a leadership role in driving this shift, and what does this mean for YOUR start-up?
· As we collect more data on computer users’ behaviors, there will be a shift from more transactional to a more relationship-oriented strategy for interacting with clients. In other words, your personal shopper might not suggest another refrigerator for you, if you’ve just purchased one, but might start to understand you better as a consumer and build a profile of you which can help develop a relationship with you.
· Personalized intranet solutions are also a great opportunity. Be flexible about how you are going to solve the existing problem. Your personalized solution might be better suited for corporate intranets than consumer internets or vice versa.
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