1. Breaking New Ground Practical strategies for technology business growth Prepared for ITA Women’s Roundtable 26 October 2010 1

2. The practical approach to what’s next. To Get Started Introductions Summarize your company strategy Do you feel that your company is positioned for growth? 2

3. The practical approach to what’s next. How do you make sure you’re in the right place, at the right time, with the right capabilities? Topics: –Market Intelligence –Strategy Management –Execution Management Overview 3

4. The practical approach to what’s next. “If you know yourself, but not the enemy — for every victory gained you will suffer one defeat!” Sun Tzu, “The Art of War” Alternate Professional Organizations Policy We participate in Professional Organizations to make sure that nobody knows more about anything than we do, and that we find it out first. We strive for leadership positions in Professional Organizations so that we can make them do what WE want them to. Market Intelligence 4 Not just risk avoidance… … but the ability to influence what happens in your space.

5. The practical approach to what’s next. Or else! Successful market intelligence means building a perspective on the future before it happens to you. 5

6. The practical approach to what’s next. How Does It Work? Synthesize ReportIntegrate Collect Web Social Media Feeds Internal teams External networks Etc. Senior Mgmt Sales Marketing Product Mgmt Etc. Summaries Analyses Recommendations Etc. Email In-person Wikis Libraries Etc.

7. The practical approach to what’s next. How Doesn’t It Work? Nobody has responsibility Everyone gets overwhelmed No one takes the time to digest the information Decision-making does not use the information Nobody has responsibility Everyone does it separately Reporting is not user friendly No one reads it

8. The practical approach to what’s next. Report Insight 8 1-1.5+ hours2-3 minutes1 second

9. The practical approach to what’s next. Build A Perspective on the Future Processing power Memory Communications speed Form factor User interface Availability of data and services In the mid-90’s, NavTeq was monitoring the next developments in devices… …And so was Steve Jobs.

10. The practical approach to what’s next. Strategy What’s wrong with this picture? –Strategy is a process, not a document Strategy

11. The practical approach to what’s next. Agility is Important! http://www.uthango.org/news/1/31

12. The practical approach to what’s next. Navigation Over Time… Navteq partners with travel agents and car rental companies for printed routes Turn by turn in-vehicle route guidance emerges and Navteq builds new partnerships and technologies to pioneer it. Online route guidance and Personal Navigation Devices appear; new platforms, business models and partnerships are needed. Nokia buys Navteq; Open Source Mapping becomes possible

13. The practical approach to what’s next. Build Towards “Overnight” Success Papa John’s pizza launched online ordering nationwide in 2001 2007-2008 was turning point –Domino’s and Pizza Hut went nationwide –Mobile and text ordering launched in 2007 –Widgets arrived in 2008; iphone apps in 2009 May 2008: Papa John’s recorded over a billion dollars in orders from their online/text ordering system since launch

14. The practical approach to what’s next. Key Challenges: –Alignment –Business Model –Scaling Execution And a miracle happens… Strategy

15. The practical approach to what’s next. Alignment: A Key Growth Engine If you asked everyone on your executive team what your strategy was, would they all agree? What’s the process for communicating those changes to the rest of the organization? Set the goal of “delight the consumer” Executives explained how each major department could contribute to the strategy Shortly, diverse teams were volunteering additional solutions Truck drivers became frontline market research team when they began reporting on conditions at the gas stations they serviced Example from Kaplan and Norton “The Strategy Focused Organization”

16. The practical approach to what’s next. Strategy Map http://www.csus.edu/aba/destination2010/d2010.htm

17. The practical approach to what’s next. Strategy Scorecard http://www.hassoldps.com/products.htm

18. The practical approach to what’s next. Telematics Value Ecosystem Business Model Do you have a business model that works? How future-proof is it? Do you have the tools to allow “what if” and other analyses? Tier One Suppliers – Hardware Software Suppliers Emergency Service Providers Content Providers and Data Aggregators Call Centers Roadside Assistance Service Providers Automated Service Interfaces Telecommunications Providers Automotive Manufacturers

19. The practical approach to what’s next. Scaling What are the key growth milestones your organization faces? Have you projected how your people/ process/ technology will need to evolve? Is there a culture which supports graceful evolution? “With 70 people the odds that two people are working on the same thing are probably pretty low. With 17,000, it’s almost a 100% that two or three people will be working on the same idea, or at least very similar ideas, at different parts of the organization… I’ve been really impressed with how Google has been able to scale, but inherently it has to change – just because there’s that coordination cost.” – Bret Taylor, Friendfeed (former Google employee)

20. The practical approach to what’s next. The more systematic and consistent these processes are, the more success follows In Summary… How do you make sure you’re in the right place, at the right time, with the right capabilities? –Build and maintain a perspective on the future –Implement an ongoing strategy process to leverage those insights –Ask the tough questions to enable effective execution

21. The practical approach to what’s next. 21 Valerie Shuman Shuman Consulting Group, LLC 5141 Crain Street, Suite 300 Skokie, IL 60077 T: +1-312-072-0220 E: vs@shumangroupllc.com Thank You!