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Robert Brown 1
The Value of an Idea
“Great devices are created by engineers. Great products are created
by marketing”Peter Druker
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Robert Brown 2
Mission of Marketing
To create and occupy a unique space inside the mind of the target customer
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Robert Brown 3
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
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Robert Brown 4
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
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Robert Brown 5
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
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Robert Brown 6
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
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Robert Brown 7
Core Value – Ah Ha!!
• When you find it, you can begin to build– Market need– Competitive positioning– Economic advantages– State of technology
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Robert Brown 8
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
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Robert Brown 9
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
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Robert Brown 10
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
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Robert Brown 11
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
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Robert Brown 12
And Finally
• I have developed unique algorithms for 3G base band signal processing
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Robert Brown 13
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?
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Robert Brown 14
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!