Marketing for Technology Companies: Strategies of Differing Stages of Growth February 19, 2002 IT Zone

The Up-Start A brief history Challenges The fundamentals Insight The future is very cool

A Brief History Founded January 2, 2001 Commercialization arm of BioMedware Eleven combined employees –Flexible, motivated, intelligent Friends and family funded

The Technology What we do –Pattern recognition technology for geographic and time-based data What we deliver –Greater meaning from data leading to better business decisions and ROI

GIS Visualizes TerraSeer Exploits

Challenges Market –GIS market well established; spatial analysis market in infancy The strategic hat juggling act –Business, marketing, investment, product –Resource constraints The three R’s (reality, revenue and ROI)

Product Target markets –What do you want to be when you grow up and what do you have to do to get there? Education - the market maker dilemma –Packaged software and consulting services Case studies, technical presentations, demos, extensive online technical information

Price It’s harder than you think –Competitive analysis You never know until you start to sell –Adapt to meet your long term goals

Promotion Driving early adopter interest –Networking Press, local awards, IT Zone Boot Camp, student contest –Web site –Tradeshows Demos - What not to do Listen - keep honing communication Marketing Advisory Meeting

Insight Honesty and re-evaluation If you don’t know how to do it - learn it –Never take advantage of people –Never stop asking for help

The Future Is Very Cool Discussion with three global reference customers Distributors Joined forces with SpaceStat Some really great press is coming Each day we get smarter

 TerraSeer 2001 The team, the opportunity Each day a combination of dreams and reality I cannot think of anywhere else I’d rather be MaryAnn Labant VP, Marketing TerraSeer