WK | Spring 2010

Company Overview Drivers of Innovation Risk New Product & Service Development Funnel Take-Aways

Software Development Company 4 Core Products (Software Toolkits – SDKs)

OCR, ICR, IWR Recognition Technology Intelligent Document Classification Artificial Intelligence-Based …And Associated Services

Sell through Channel - Integrators/Resellers Market to Channel and End Users

Mission Statement◦ A2iA develops and licenses proprietary, best of breed data recognition,

classification and extraction technologies, which significantly improve business processes that handle large amounts of scanned documents containing handprint, machine print and cursive text.

Vision Statement◦ A2iA's vision is to be the leading, global supplier of comprehensive and

intelligent document data capture technologies, enabling customers to maximize and leverage information.

| COMPANY INFORMATION

Brand Values◦ Visionary:

A2iA listens to the needs of its customers, developing tools that are pro-active in the market place.

◦ Unique: A2iA’s technology is one-of-a-kind. There is no other organization today offering technology with the same features and functionality.

◦ Valuable: A2iA’s tools help organizations reduce their operating costs and process data faster, making A2iA a valuable piece of the company’s post-processing software.

| COMPANY INFORMATION

“The average ROI for successful new products is 96.9 percent.”

Robert G. CooperWinning at New Products

Be the customer Spend more time in the future Connect the dots Mimic nature Be a child Change your workspace Reverse engineer Storyboard ideas Invite radical thoughts

Mind mapping Wordsmithing Cross pollinate Look inside out, outside in, above & below Take fieldtrips Be a contrarian Take an international perspective Ask “why not”

“The management of new products [and services]is the management of risk…Total risk

avoidance in new product development is impossible, unless

a company decides to avoid all innovation – and face a slow death.”

Robert CooperWinning at New Products

Activity1: Ideation

Activity 2: Elimination

Activity 3: Development

Ideation Screen

Surface Evaluation Screen

Detailed Evaluation Screen

CF

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Tes

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Ga

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De

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PL

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Sub NPSD Funnels

Mission/Vision/ValuesBusiness Unit StrategyOrganizational Strategy

DesiredOutcome

Ideation IdeationScreen

SurfaceEvaluation

SurfaceEvaluation

Screen

DetailedEvaluation

DetailedEvaluation

Screen

CrossFunctional

Development(CFD)

CFDGate

Testing TestingGate

Deployment DeploymentGate

LaunchPost

LaunchReview

PLRGate

Idea bank Innovation triggers

Trigger: Don’t think about the customer, be the customer

Trigger: Storyboard ideas Idea bank: All departments

Ideation

Filter ideas with broad criteria Distribution Risk-Return

Requirements from CEO

IdeationScreen

Exposure in US & Canada Visible to software integrators

within the healthcare market Final product in English and

French

Gatekeepers: Sales Manager; IT Manager

Ideation IdeationScreen

SurfaceEvaluation

SurfaceEvaluation

Screen

DetailedEvaluation

DetailedEvaluation

Screen

CrossFunctional

Development(CFD)

CFDGate

Testing TestingGate

Deployment DeploymentGate

LaunchPost

LaunchReview

PLRGate

| Activity 2: Elimination

Explode ideas / spin-offs Expert/vendor advice Desk research

Seek advice from ad partners and industry analysts

Online research: “free” research Competitive strategies &

programs

SurfaceEvaluation

Strategic fit Brand loyalty/image Design Legal compliance

Fits with brand image Cost under $10K Visible to C-level contacts

SurfaceEvaluation

Screen

Gatekeepers: Sales Manager; IT Manager

Ideation IdeationScreen

SurfaceEvaluation

SurfaceEvaluation

Screen

DetailedEvaluation

DetailedEvaluation

Screen

CrossFunctional

Development(CFD)

CFDGate

Testing TestingGate

Deployment DeploymentGate

LaunchPost

LaunchReview

PLRGate

| Activity 2: Elimination

Research with target market

Competitive analysis Program benefits

Talk to end users/customers at tradeshows, seminars, etc.

Benefits gained by respondingDetailed

Evaluation

ROI Program specifics Producible in-house

Ability to spin online campaign into print if necessary

Shelf-life of at least 6 months Does not require outsourcing

DetailedEvaluation

Screen

Gatekeepers: Sales Manager; IT Manager

Ideation IdeationScreen

SurfaceEvaluation

SurfaceEvaluation

Screen

DetailedEvaluation

DetailedEvaluation

Screen

CrossFunctional

Development(CFD)

CFDGate

Testing TestingGate

Deployment DeploymentGate

LaunchPost

LaunchReview

PLRGate

| Activity 3: Development

CrossFunctional

Development

CrossFunctional

DevelopmentGate

Expand scope Decision to spend $$ Initiate activity Cross-functional

teams in parallel funnels

Determine specs for program Draw story boards Create graphics/HTML Secure vendor contract Inform administration and

accounting of discounts and potential responses

Concept easily understandable Relates to needs of HC market Duplicatable for other product

marketing programs

Budget / financials Simplicity of design Market appeal

Gatekeepers: Sales Manager; IT Manager

Focus groups Internal and external Meets objectives

Test the tests Comprehension Ease of response Address pain-points

Ideation IdeationScreen

SurfaceEvaluation

SurfaceEvaluation

Screen

DetailedEvaluation

DetailedEvaluation

Screen

CrossFunctional

Development(CFD)

CFDGate

Testing TestingGate

Deployment DeploymentGate

LaunchPost

LaunchReview

PLRGate

| Activity 3: Development

Testing

TestingGate

Healthcare integrators Internal sales / technical team Beta test campaign

Understandable by target market

Easy to take action Attack needs of market

Gatekeepers: Sales Manager; IT Manager

Ideation IdeationScreen

SurfaceEvaluation

SurfaceEvaluation

Screen

DetailedEvaluation

DetailedEvaluation

Screen

CrossFunctional

Development(CFD)

CFDGate

Testing TestingGate

Deployment DeploymentGate

LaunchPost

LaunchReview

PLRGate

| Activity 3: Development

Deployment

DeploymentGate

Finalize all activitiesfor launch

Set email newsletter to launch at specific date/time

Educate sales team on campaign

Ensure campaigns are set to launch at correct dates/times

Confirm vendors will launch on designated day

Final checks on allcomponents prior tolaunch

Gatekeepers: Sales Manager; IT Manager

Ideation IdeationScreen

SurfaceEvaluation

SurfaceEvaluation

Screen

DetailedEvaluation

DetailedEvaluation

Screen

CrossFunctional

Development(CFD)

CFDGate

Testing TestingGate

Deployment DeploymentGate

LaunchPost

LaunchReview

PLRGate

| Activity 3: DevelopmentLaunch

Post Launch Review

Execute all components of campaign: Email blasts/newsletters Banner ads Vendor sponsored newsletters Micro-site

Determine successes and failures of each component Review costs, profits Weaknesses and things to change for future

campaigns

Post Launch Review Gate Based on results, establish metrics for future

campaigns

Always have an international / global view from day one

Make sure to involve Senior Management from the start

Do not fall in love with your own idea

Get more out of your product if you can differentiate it

Prevent the possibility of launching a “me too” product or service

Wendi A. Klein | Spring 2010