Robert Brown1 The Value of an Idea “Great devices are created by engineers. Great products are created by marketing” Peter Druker

Robert Brown2 Mission of Marketing To create and occupy a unique space inside the mind of the target customer

Robert Brown3 Where is the value? You must understand the core value of your idea Boil it down to its essence –Strip it naked –Ask yourself why it’s really important –Ask your customer why it’s really important –Ask non-believers why it’s really important –Seek criticism –Face the truth Identify the nugget of gold

Robert Brown4 You must understand your core value!! …If you know yourself as well as your enemy, you need not fear the result of a thousand battles… Sun Tzu

Robert Brown5 If the value is not clear you may feel compelled to… Add stuff Make stuff up Go on faith/belief/hype Use anecdotal evidence These are danger signs

Robert Brown6 Talk about your core value If you are hesitant, ask yourself why you are hesitating –Do you understand it? –Do you have doubts? Don’t worry about someone stealing your idea –If you’re idea is truly valuable then someone else has already thought about it Eventually, you must sell it

Robert Brown7 Core Value – Ah Ha!! When you find it, you can begin to build –Market need –Competitive positioning –Economic advantages –State of technology

Robert Brown8 A Recent Example Wireless startup company Proposal was to build a complete 3G wireless access product portfolio –Base stations, controllers –Hardware, software, ASICs The value proposition –Reduce carrier cost Reduce number of cell sites Simplify system design Simplify management –Increase carrier revenue Increase user density Increase high bandwidth, value-added services Project cost: ~$100M USD

Robert Brown9 Why are you doing this? There is a huge market opportunity for 3G wireless technology Existing vendors cannot make the leap from current technology to 3G I have the team who knows how to do it

Robert Brown10 What is the problem to be solved? Carriers need 3G wireless technology to increase revenue and reduce cost Current technologies cannot make the leap to support 3G –New technology is required

Robert Brown11 What is the one thing that you have that no one else has? Immediate Answer –I can build wireless systems to be higher performance and lower cost than anyone else Time passes –I can integrate functions more cost effectively onto hardware boards More time passes –My ASICs can do the required 3G processing more efficiently and cost-effectively

Robert Brown12 And Finally I have developed unique algorithms for 3G base band signal processing

Robert Brown13 Now for the hard questions Is there a market? How big is the market? When is the market available? Who is competing? In what form should the core value be packaged? Can I build it? Who will buy it? Why? How much money can be made?

Robert Brown14 Bottom Line Do your homework –Pay attention to the details –If it’s not clear then try doing less Know your core value –…and have it printed on your forehead Get positioning right –Positioning + strategy = competitive edge Think BIG… then think about how to do it without any money!