Global Entrepreneurship: Case Studies

Global Entrepreneurship
and the Successful Growth Strategies

of Early-Stage Companies
A W O R LD ECONOMIC FORUM REPORT

In collaboration with
S TA N F ORD UNIVERSITY, GRADUATE SCHOOL O F B U S I N E S S , S P R I E and S T V P
The World Economic Forum would like to thank Endeavor for their contribution to this project and the report.
A full list of contributors can be found on pages 370-375.
Global Entrepreneurship and the Successful Growth Strategies of Early-Stage Companies World Economic Forum 1
Air Arabia eAccess & EMOBILE Karuturi Global Ltd ResMed
Atlassian eBay Kaspersky Lab Scribd Group
Atrapalo.com EnOcean GmbH Keynote Systems, Inc. Skype S.A.
Baidu, Inc. eSilicon Macromill, Inc. Suntech Power Holdings
Betfair Etihad Airways Medallia, Inc. Tiny Prints
Business Objects Financial Technologies India Ltd MercadoLibre, Inc. Web Reservations International
Check Point Software Fortescue Metals Group Microsoft Corporation WPP
Technologies LTD Globant MindTree Yola
China Lodging Group Grid Dynamics Net-a-porter.com
Ctrip.com International, Ltd Icebreaker Pharmacy 1
DocSolutions Jazz Pharmaceuticals Refinancia
106 World Economic Forum Global Entrepreneurship and the Successful Growth Strategies of Early-Stage Companies
Section 1: Alternative Strategies Of High-Growth New Ventures
Section 7
Executive Cases: Interviews with Senior
Executives of Early-Stage Companies
Air Arabia | Sharjah, Uae
Overview :
Air Arabia is in the

AIR low-cost
ARABIA carrier (LCC) segment of the regional
A I R A R A B I Aand global airline
carrier industry. ItREVENUE
was founded in February 2003 by the Sharjah
HEADCOUNT
Government,
which is ruled by His Highness Dr Sheikh Sultan Bin Mohammad Al Qasimi.
IN THOUSANDS (AED)
Air Arabia is headquartered at the Sharjah International Airport – its first and still
AED 2,500 1,000
its major hub – in Sharjah, one of the seven emirates in the United Arab Emirates.
It was the first and remains the largest LCC in the Middle East. The stated
AED 2,000 800
company vision is “to be one of the world’s leading budget airlines in terms of
AED 1,500 600
profit margin, innovation, reputation and operational excellence.” It achieved

break-even in its first year. Air Arabia has achieved consistent annual growth
AED 1,000 400
while being profitable each year beginning in 2004. This is a remarkable feat in
an industry where the landscape is littered with bankruptcies and financially-
AED 500 200
challenged carriers. Air Arabia’s business strategy from the outset was to be
a premier, low-cost, safe and reliable airline carrier for commercial and tourist
AED 0 0
2004 2005 2006 2007 2008 2009 2004 2005 2006 2007 2008 2009
travellers. In 2007, it changed its status to a stock company listed on the Dubai
Financial Market (DFM). It was the first publicly-owned airline in the Arab world
and its IPO was the biggest in the UAE at the time.
AIR ARABIA
TIME-LINE / KEY EVENTS
Acquires two Adds 10 extra routes incl. Launches IPO on Adds second hub Adds third hub in
Airbus A320s Qatar, Egypt, Sri Lanka, Dubai Financial in Casablanca, Alexandria, Egypt
Sudan, Yemen, Saudi Arabia Market (DFM) Morocco
FEB 2003 OCT 2004 2005 MAR 2009 APR 2010 JUN
2003 2003 2007 2009 2010
Air Arabia founded Flies Sharjah to five Adds eight extra JVs in Morocco & JV in Jordan: Air Opens Air Arabia
with Sharjah hub destinations: Bahrain, routes incl. India, Egypt: Air Arabia Arabia Jordan Centro Hotel,
Syria, Kuwait, Oman, Jordan, Kazakhstan Maroc & Air Arabia Sharjah
Lebanon Egypt
Quotations from:
Adel Abdullah Ali is the founding chief executive officer of Air Arabia and a driving force in its continued growth. He has over 28 years’ experience
in the aviation industry. Immediately prior to Air Arabia, he served as vice-president (commercial and customer service) for Gulf Air, where he played
a key role in the airline’s recovery. Prior to that, he worked at multiple senior positions with British Airways – including general manager (Middle East
and Africa). Ali received the ‘World’s Low Cost Airline CEO of the Year Award’ in 2007, 2008 and 2009. He has been ranked among the 28th most
influential Arabs by Arabian Business magazine.
Arif Masood Naqvi is the founder, chief executive officer and vice-chairman of Abraaj Capital Holdings. Abraaj is the largest private equity group
in the Middle East and an investor in Air Arabia. Naqvi was designated a New Asian Leader by the World Economic Forum from 2002 to 2003.
He previously worked with Arthur Andersen, American Express, Olayan Group and The Cupola Group, which he founded in 1994.
What was the source of the initial idea, and how did that idea the best rates in the market along with superb, value-added services.
evolve into a viable high-growth business venture? How did it At the same time, our main asset remains our people. We have
change over time? established young, motivated and multi-functional teams that are
passionate about the brand and what Air Arabia is all about. The aspiration
Ali: “I have been in the aviation industry for some time and worked with was for the airline to grow to about eight aircraft in five years, based on
Section 7 – Executive Cases: Air Arabia

major airlines that had its footprints in the progress of the world’s aviation. the constraints that were imposed on air transportation and civil
For a very long time, I believed the industry was too expensive and aviation in the Arab world. As Air Arabia became more successful, the
legacy carriers do introduce products and procedures that didn’t add philosophy of those airports changed and enabled us to grow to reach
real value to the business but had an inflating cost attached to it. At the 25 aircraft in seven years. Air Arabia has grown fast to become a
same time, air fares in the Middle East region were overpriced and, as a distinguished airline among its global peers. The company received
result, the middle- and lower-income segment couldn’t afford this method many awards and recognitions along the way that developed its brand
of transportation. Looking for alternatives and having monitored the equity and reputation. In 2009, Air Arabia was declared the world’s best
progress of the LCC concept in North America and Europe, it was ideal LCC by a highly-reputed publication.”
to introduce the same clever concept of low-cost travel, but customized
to the region’s preferences. I offered my previous employer the opportunity Describe the strategy or business model that enabled your
to introduce an LCC model to the Middle East and North Africa (MENA) company to achieve its high rate of growth.
region, but my employer declined. Therefore, I pursued it myself and
based my business plan on introducing a dynamic low-cost airline Ali: “The strategy will always remain the same: to be the preferred airline
into the Middle East and North Africa region. Even though most of the serving all airports in the Arab world and providing value for air travel
industry peers objected to the idea and predicted failure, claiming that stretching from the Atlantic Ocean all the way to the Indian Ocean. We
the region is not meant for low-cost travel, after completing my business have built a very competitive cost culture and managed to continuously
plan I was convinced more than ever that this region is no different than run one of the lowest operational costs among all global airlines. Our
the US or Europe – people would travel more simply if we allow them ruthless cost culture is reflected in the small and big decisions we make
to do so. In fact, in the absence of any other method of transportation on a daily basis. At the same time, we have been able to maximize our
between Arab states, LCCs would allow people to travel and bring operational efficiency and maintain the highest levels of operational
the whole region closer – especially when you take into consideration reliability. Air Arabia has been awarded the world’s best utilizer of an
the demographic aspect of this region, where a big expatriate Airbus A320 aircraft for the past five years by Airbus.
population resides.
“After successfully introducing the low-cost business model to the
“Air Arabia took off in October 2003 with very modest capital and two region, we have seen the great potential that exists. Air Arabia was
leased aircraft. The appeal for low-cost travel has been very welcoming transformed into a publicly-owned joint stock company in March 2007,
and, as expected, people shifted from busses and land transportation floating over 55% of the company’s capital in the stock market. This
to Air Arabia. We had very busy flights for a new airline and the fact that step took Air Arabia to higher levels. Not only did we become the Arab
we financially managed to break even after our first year of operations world’s first listed airline, but we also raised the required funds to progress
is an indication of how badly this product was needed in this area. It’s with our expansion strategy. In 2007, we signed a confirmed order
changing the philosophy of air travel in the MENA region that Air Arabia with Airbus to acquire 44 Airbus A320 aircraft and broke ground on
was capable of bringing to this part of the world.” constructing a 300-room budget hotel at Sharjah Airport. In addition
to our main base at Sharjah International Airport, UAE, we started
What was the initial growth vision or aspiration of the founding operations from our second hub in Casablanca, Morocco, in mid-2009,
team? Was there a sizeable change in this growth vision which allowed us to extensively serve Europe. By June 2010, we started
or aspiration over time? If a change, please describe. operations from Air Arabia’s third hub in Alexandria, Egypt, and our
operations grew to reach over 65 routes from three strategically located
Ali: “Air Arabia’s vision since its inception has always been about people hubs. We are currently in the process of establishing our fourth hub in
– offering people the chance to travel more often to more places. The Amman, Jordan. Over the past seven years, Air Arabia has managed
fact that the company was named ‘Air Arabia’ illustrates our very early to sustain solid growth rates in terms of passenger numbers and profits
vision of serving the whole range of the Arab world and not only one city and as a result, the airline is considered among the world’s fastest
or country. The focus has always been and remains on running profitable, growing airlines.”
innovative and excellent operations to offer our customers
What were the major growth accelerators for your Naqvi: “We believe that the region offers substantial growth opportunities
company in its high-growth years? for Air Arabia given it has the ability to fund growth from internal cash
flow and needs limited further external funding. The company has a
Ali: “It took a lot of hard work and dedication to build a brand that is strong net cash position of US$ 495 million as of 30 June 2010. When it
rated among the top 40 most admired brands in the Arab world. comes to managing costs, Air Arabia is the leader in its class. It managed
Key accelerators for this growth can be summarized as: to consistently achieve the highest level of aircraft utilization in the A320
1. Clear commitment to our customers to make air travel much more family, with a flying time per aircraft of over 14 hours per day and more
affordable by allowing people to pay less and fly more than 99% on-time performance.”
2. Running safe, secure and reliable operations
3. Clear and flexible business strategy with the right people and What were the major challenges your company had to handle
empowered teams in place to achieve it in its high-growth years, and how were they managed?
4. Financial well-being and cost-conscious culture on all levels
5. Best use of technology to utilize assets, increase productivity Ali: “Being in the aviation business, you have to accept the fact that
and control cost challenges are part of daily life. It is important to have the business
6. First mover advantage and dynamics of the emerging flexibility to overcome them.
Middle East market” 1. In a region where luxury is emphasized, LCCs were originally met
with some scepticism when Air Arabia introduced the concept to the
Naqvi: “Although MENA is one of the fastest growing passenger traffic region, but have since proved their legitimacy. This was the main
markets in the world, LCCs account for a marginal 4% of it versus about challenge we had to deal with – changing the way air travel was
30% in the US and Europe. Air Arabia has consistently followed an perceived in this part of the world.
aggressive growth strategy, including acquisition of new aircraft as well 2. Open skies have been and will always remain a challenge in the
as geographical expansion. A great strength of Air Arabia is that it has Arab World, holding airlines from further growth. Even though the
proactively sought and identified new hubs in the region and established sky liberalization agreement between Arab states was originally
these new bases as partnerships, which create immense growth signed in 2004, implementing it in real life is still considered a challenge.
opportunities for the airline. Despite the current global conditions, 3. Protection of national carriers, which many Arab countries still
Air Arabia remains well positioned in an under-penetrated market, and apply today.
we expect it to continue growing its market share.” 4. The geo-political characteristics of the Middle East impose a
continuous challenge to all operating airlines. From political instability
Briefly describe the financing of your company and how this to natural phenomena, economy implications and oil prices – airlines
financing impacted the growth of your company. do tend to pay a higher bill and this is always reflected in the
company’s bottom line.
Ali: “Air Arabia managed to break even from first year of operations and 5. Recruiting the right talent is always a challenge for airlines. In such
continuously recorded profits year after year. The company that started a complex business, human talent is considered the company’s
with a modest capital of US$ 15 million seven years ago is worth over biggest asset, and with the fast-driven economy we are living in,
US$ 1.2 billion today and is the Arab world’s biggest airline by market investing in the right talent and keeping them is considered a challenge.”
value. This all hasn’t been achieved without a clear business and financial
strategy. The successful IPO that took place in 2007 has boosted the Naqvi: “The aviation industry is undeniably sensitive to economic
company’s growth by allowing us to expand our fleet size and establish recession. However, in such an environment, LCCs benefit from travellers
new hubs and joint ventures. At the same time, we have always been switching away from more expensive, full-service airlines in order to
careful with the financing direction we take and every venture we pursue reduce costs. The industry is starting to see increased competition from
takes into its life the return on investment to our shareholders. Air Arabia new LCC start-ups and aggressive expansion of existing carriers.
has been distributing dividends to its shareholders since we went public. Flydubai, for example, is a new low-cost airline based out of Dubai,
Being a profitable airline is a core objective and part of our mission Sharjah’s neighbouring city. Nonetheless, there is ample growth
statement, but also sharing the success and profits with our shareholders opportunity for more LCCs in the region and Air Arabia is well-established
has been part of Air Arabia’s journey.” to grab its share of that growth.”
Give examples of dark moments or negative periods” that your 3. Cost consciousness is very important in running an efficient
company or you faced as part of your journey as an executive business. Especially in our industry, where every penny really counts.
with this company. 4. The ability to take risks and not give up with the first battle you lose.
5. Be ready for the worst when times are good so you don’t have
Section 7 – Executive Cases: Air Arabia

Ali: “I don’t recall ‘dark moments’ per se. There have been periods to react in bad times.”
where we had to face serious challenges, but I believe every cloud has
a silver lining. During the recent economy downturn, over 30 airlines Naqvi: “Adel pioneered the low-cost model in the region at a time when
across the globe filed for bankruptcy in less than a year as the result of scepticism was high. His vision at a strategic level combined with his
soaring oil prices that reached US$ 148 per barrel and lowering demand motivational capabilities and his obsessive attention to costs and
on air travel. The pressure of change was too fast and too heavy to efficiency have helped him build a successful, world-class operation and
cope with. Air Arabia had to weather the same storm and make tough have made him one of the most highly-respected executives in the
decisions to overcome this period of unprecedented instability. Even aviation industry. He was named ‘Airline CEO of the Year’ by Aviation
though we run an efficient and low-cost business operation, a major Business magazine in 2009, and received several similar awards in
review of cost structure areas, fuel hedging strategies and competitive 2007 and 2008. Adel has built, retained and grown a world-class team
margins had to take place to face the pressure on yield margins. At the with highly experienced management. The fact that many of the key
AIR ARABIA AIR ARABIA
REVENUE HEADCOUNT
IN THOUSANDS (AED)
AED 2,500 1,000
AED 2,000 800
AED 1,500 600
AED 1,000 400
AED 500 200
AED 0 0
2004 2005 2006 2007 2008 2009 2004 2005 2006 2007 2008 2009
end, we managed to surpass this challenge without having to go into members of the start-up management team are still in place today is
any redundancy or hold any expansion plans we had set earlier.” testimony to his leadership.” 
Prepared by George Foster, Max von Bismarck, Xiaobin He, Kerry Wellman,
What are the key lessons about entrepreneurship and successful and Abraaj Capital, 22 November 2010
AIR ARABIA
growth strategies you’ve taken from your company experience?
Ali:
Acquires two has a lot to do Adds
1. “Being an entrepreneur with 10 extra
being a routes
peopleincl.
person. Launches IPO on Adds second hub Adds third hub in
Airbus A320s Qatar, Egypt, Sri Lanka, Dubai Financial in Casablanca, Alexandria, Egypt
Creating a fun culture, motivating working environment,
Sudan, Yemen, Saudiand
Arabia Market (DFM) Morocco
empowered teams is very important in building a successful business.
2. No
FEB matter
2003
how successful
OCT or big your
2004
company grows, you should
2005 MAR 2009 APR 2010 JUN
2003 2003 2007 2009 2010
keep your feet on the ground. Complacency should have no place.
Nothing beats
Air Arabia having a nice
founded chat
Flies withtoon-board
Sharjah five passengers or crew.
Adds eight extra JVs in Morocco & JV in Jordan: Air Opens Air Arabia
with Sharjah hub destinations: Bahrain, routes incl. India, Egypt: Air Arabia Arabia Jordan Centro Hotel,
Syria, Kuwait, Oman, Jordan, Kazakhstan Maroc & Air Arabia Sharjah
Lebanon Egypt
Atlassian | Australia
ATLASSIAN AT L A S S I A N
REVENUE HEADCOUNT
Overview : MILLIONS (US$ M)
$ 70 280
Atlassian is a software company that makes software collaboration and

development tools to help teams deliver products faster and cleaner. The company’s
$ 60 240
flagship product, JIRA, is used for issue tracking and project management by
$ 50 200
more than 11,000 organizations in 107 countries. Customers of JIRA and follow-on
$ 40 160
hit products span the Fortune 1000, public enterprise, academic, science and
$ 30 120
technology sectors. Co-founders Scott Farquhar and Mike Cannon-Brookes were

each 22-years-old when they started the company in 2002 with US$ 10,000 on a
$ 20 80
credit card. The company was profitable from the outset, with sales tripling in its
$ 10 40
first few years to US$ 15 million. With growth rates above 30% in 2010, Atlassian
$ 0
2002 2003 2004 2005 2006 2007 2008 2009 2010
0
2002 2003 2004 2005 2006 2007 2008 2009 2010
is on track to break the US$ 100 million sales barrier in 2010-2011. In July 2010,
the co-founders received a US$ 60 million minority equity investment from a
US venture firm, Accel Partners, on sales of US$ 59 million.
AT L A S S I A N
Releases flagship Launches Australia’s fastest Releases new 10,000 US$ 60M Series A
JIRA product enterprise wiki: growing software products: Atlassian venture round with
Confluence company. Crowd and customers Accel Partners.
Opens US office Bamboo US$ 59M sales
APR FEB JUL MAR AUG OCT MAR MAR OCT OCT
SEP OCT JUL SEP
2002 2003 2003 2004 2004 2005 2006 2007 2007 1996
2008 2008 2010 2010
Atlassian JIRA achieves 1,000 Announces Acquires Amsterdam Acquires

incorporated less than US$ Atlassian partnership with Cenqua office opens BitBucket
in Sydney, 1.3M in sales customers Japan’s Imahima
Australia
Quotations from:
Mike Cannon-Brookes is co-founder and co-CEO of Atlassian. He was born in the United States, the son of a Citibank executive, and raised
in the United Kingdom, Hong Kong, Taiwan and Australia. Cannon-Brookes dropped out of an information technology scholarship at
Sydney’s University of New South Wales (UNSW) in 2000 to start his own company, which he sold. Prior to co-founding Atlassian, he joined an
Internet start-up called Internet.com based in Sydney.
Scott Farquhar is co-founder and co-CEO of Atlassian. He was born and raised in Sydney, Australia. Farquhar graduated from Sydney’s University
of New South Wales (UNSW) in 2001 with a degree in business information technology.
What was the source of the initial idea, and how did that idea Cannon-Brookes: “JIRA had that kernel of value that customers
evolve into a viable high-growth business venture? How did it responded to and we could create a conversation with customers
change over time? around ‘can you make it do this; can you add this?’ It felt like we were
on to a problem that people were having. We had a very modern,
Cannon-Brookes: “Scott and I were at university together on a Web-enabled approach from the start, which was different than
Section 7 – Executive Cases: Atlassian

business information technology scholarship. I dropped out to work competitors. It resonated. So we ditched everything else we were doing
for a start-up called the Bookmark Box, which another friend and I and focused solely on JIRA. That was one of the pivot points for us
had started. We sold that after about nine months. It wasn’t a huge as a company. We were smart enough to ditch everything else until
exit, but going back to university didn’t feel right, so I went to work for JIRA had the right combination of features to have a life of its own.”
another company called Internet.com (now Jupiter Media). After the
dot-com crash, I wanted to do something else and targeted Scott who Describe the strategy or business model that enabled your
had finished university. We knew we didn’t want to join a big company. company to achieve its high rate of growth.
We gave ourselves the time and space – one year – to explore a whole
series of different ideas and play with different things and try to find a Farquhar: “People ask why we were successful. For me it was
model that worked. Freedom mixed with desperation is a funny thing. three things:
We were very motivated to find something that worked and we wanted 1. Clearly defined need: We produced a simple-to-use product, when
to create something where we would want to work.” there was nothing simple to use. We weren’t venture-backed, so
we couldn’t spend two years developing the software. We had to
Farquhar: “We were doing third-party support for a Swedish software sell something quickly.
services company, Orion Software Services. We did that for six months 2. Defined a niche market: We dominated a niche market and were
but it was a terrible business to be in because you can’t fix bugs very strong in the Java community and still are, so we hired Java
because you can’t get access to the source code and it was hard to developers even though we hire a broad range of software
find customers. So we ended up doing our own product, which was an developers for our products now.
issue tracking system called JIRA, because we knew there was nothing 3. Disruptive pricing: If you want to sell something quickly, as we did,
out there to track issues when you do software support, especially for you can’t sell this stuff for hundreds of thousands of dollars. We’d
Open Source software, which is free but hard to use. We identified this sell for under US$ 10,000. But we had a renew model, which was
big gap in the market because software was both free and difficult or 50% of the original purchase price. Other software companies
really, really expensive and complex. Once we decided to build our own renew at 15-20%. But if you sell something for a low price, you have
software, we knew we wanted to build a lasting company that was the to sell a lot of it. And we needed to be global, so it needs to be on
best at what it did.” a website, easy to download, easy to install. But we also made sure
the annuity stream is a higher percentage.”
What was the initial growth vision or aspiration of the founding
team? Was there a sizeable change in this growth vision or Cannon-Brookes: “We certainly latched on at the right point in time
aspiration over time? If a change, please describe. where we could sell enterprise software purely over the Web without a
sales team. We had a very low friction, high transaction business model.
Farquhar: “Our original vision when we left university was to earn the We had the right mix of market size and low price to be able to build a
same amount of money that our mates were making, but have more fun profitable business with that model. It is much more common now to do
doing it. So that was earning US$ 48,500, which is what graduates our that. But back when we started, enterprise software had many, many
year made in bigger organizations. Once we decided to build our own zeros on the end and you needed sales people in many countries to sell
software and we were focused on JIRA, we always wanted to be a it. We also spend more on R&D as a percentage than other software
big software company. We never said we wanted to do one product, companies because we live and die by products that work and speak
and so actually we wanted to build a long-term software company, for themselves.”
something enduring.”
What were the major growth accelerators for your company Farquhar: “Venture capital investment July 2010. For us, the reason for
in its high-growth years? taking capital was we wanted to be a long-lasting company. We don’t
want something that we’re going to flip and sell. To do that you need
Cannon-Brookes: “Starting our second product (Confluence) when we to eventually diversify your capital base. We also wanted to reward our
did was an envelope-stretching gamble that paid off in the end. It was employees. No employees had any option or stock until now. So, over
quite risky. We had a successful first product and a very small team of eight years, everyone had been paid in cash, because we had always
six or eight developers at the time. The idea to start a second product said we wanted to remain private. And we do want to do an IPO, so we
was not immediately received well internally. But it forced us to think really want Accel for the advisers and the connections – and to help us
much more about the business we wanted to be, rather than just ‘those hire great people.”
guys that make JIRA’. That was the turning point that stopped us from
being a one-trick pony, which probably would have seen us sold to What were the major challenges your company had to handle in
another company, rather than being a viable company with a portfolio of its high-growth years and how were they managed?
products. We had to think much more about the process of innovation
and the process of creating new products. It made it a much more Farquhar: “Managing growth – Specifically the management team.
complicated business, but it is one of the reasons we are able to stand We’ve evolved the management team a full cycle. We’re in version two
alone and have unique brand.” of every person in the key roles. When you have a US$ 2 million
business, and two years later you’re a US$ 15 million business, the
Farquhar: “Our growth was a pretty straight line actually. There were challenges are very, very different. So, we replaced our HR person,
probably a few inflection points that look pretty small now. The way we our head of engineering, our head of support, our head of
used online advertising was important to us. We were very, very early product management – we replaced the entire management team.
adopting Google AdWords back when Google AdWords were five cents That’s challenging.”
per click. So, you spend five cents to easily acquire a customer which
totalled US$ 10,000. We quickly gained traction and we didn’t spend “Lack of mentorship – There was no mentor, probably arrogantly. In
a lot on it. If we were smart, we would have spent much more. So that the early days, everybody giving advice focused on the pricing model,
was an accelerator for us – being early in that market was a very cheap and the business model. We said, ‘No, that’s never going to work’. You
form of marketing, in the way that Facebook ads are probably more make US$ 100,000 you’ll never make US$ 1 million. So you begin to
fairly priced these days.” just ignore them. So there were people with experience in growing a
company. But I guess we were so burned by people saying we couldn’t
Briefly describe the financing of your company and how this do it, or that we had to do it the traditional way.”
financing impacted the growth of your company.
Give examples of dark moments or negative periods that your
Cannon-Brookes: “Bootstrapping 2002-2010. We were bootstrapped company or you faced as part of your journey as an executive
from 2002 to 2010, starting with around US$ 10,000 on a credit card. with this company.
Sometimes, being able to raise venture money too early is a dangerous
thing. In my experience with Internet.com in 1999-2000, I saw a lot of Cannon-Brookes: “Generally, one of the things we are bad at is not
good venture money go into really spurious investments that quickly celebrating along the way. It’s a bit like boiling a frog slowly. It’s not like
evaporated. I was jaded about the value of venture money at that time. the movies where there is this one big finish line. There are many, many
Also, we were lucky enough not to have a snowball’s chance in hell of small victories along the way and one long grind to improvement. You
attracting venture money. We were two 21- to 22-year-olds who would really have to learn not to get stressed out about a lot of things. It’s one
have pitched to VCs and said, ‘Look, we think we can figure this out of the reasons I think having a co-founder is important. You can balance
along the way’. But cash was not our problem. We were profitable and each other when you get too dark or too overconfident. Nothing is ever
kept doubling down on the company. We certainly evaluated venture as good as it seems or as bad as it seems.”
funding along the way. It just didn’t make sense for us to take in venture
money until recently.”
What are the key lessons about entrepreneurship and successful
Farquhar: “Just go for it. The biggest thing preventing people from
starting their own thing is ‘I need to get some more money behind me,
Section 7 – Executive Cases: Atlassian

or I need to flesh out my idea more’. No, no, no. Just go and do it,
because when I was at university, the biggest downside risk for me
was I’d have to go back and live with my parents for a few months.
The downside risk is so much lower when you’re young.
“Start with a co-founder: If you can’t convince anyone else in the world
that you respect enough to be a co-founder that your idea is a good
idea, it’s probably not.” 
Prepared by George Foster and Sandy Plunkett, 15 November 2010
ATLASSIAN AT L A S S I A N
REVENUE HEADCOUNT
MILLIONS (US$ M)
$ 70 280
$ 60 240
$ 50 200
$ 40 160
$ 30 120
$ 20 80
$ 10 40
$ 0 0
2002 2003 2004 2005 2006 2007 2008 2009 2010 2002 2003 2004 2005 2006 2007 2008 2009 2010
AT L A S S I A N
Releases flagship Launches Australia’s fastest Releases new 10,000 US$ 60M Series A
JIRA product enterprise wiki: growing software products: Atlassian venture round with
Confluence company. Crowd and customers Accel Partners.
Opens US office Bamboo US$ 59M sales
APR FEB JUL MAR AUG OCT MAR MAR OCT OCT
SEP OCT JUL SEP
2002 2003 2003 2004 2004 2005 2006 2007 2007 1996
2008 2008 2010 2010
Atlassian JIRA achieves 1,000 Announces Acquires Amsterdam Acquires

incorporated less than US$ Atlassian partnership with Cenqua office opens BitBucket
in Sydney, 1.3M in sales customers Japan’s Imahima
Australia
REVENUE BOOKINGS
IN MILLIONS (US$ M )
$ 180 1,000,000
$ 160
800,000
$ 140
Atrapalo.com | Spain
$ 120
600,000
$ 100
Overview
$ 80 :
400,000
$ 60
Atrapalo.com is an Internet distribution platform for tickets and reservations
$ 40 200,000
associated with entertainment, such as theatre and concert tickets, restaurants
$ 20
and online travel agency services. The company was founded in 2000 and has
$0 0
2002 2003 2004 2005 2006 2007 2008 2009 2002 2003 2004 2005 2006 2007 2008 2009
become the undisputed leader of urban entertainment in Spain. By 2009, revenues
were more than € 170 million, and the company had expanded operations into
Italy, France, Chile and Brazil. The company is privately held.
AT R A PA L O . C O M
Atrapalo.com First positive Pays out Rolls out Tiger Global Launches
is founded with results from dividends urban Management Fund offices in
only £ 400,000 flights activities buys minority stake; Brazil and
company launches France
offices in Italy
SEP MAY AUG MAY
2000 2001 2002 2003 1995
2004 2005 2006 2007
1999 2000 2009 2010
Four founders Offers Positive Rolls out Rolls out Launches

Develop idea for show tickets, annual restaurant urban offices in
the company hotels, holiday results reservations activities Chile
packages
Quotations from:
Manuel Roca is a co-founder of Atrapalo.com and has been its chief executive officer since the company’s inception. He is a graduate of the
Economics and Advanced Management Program, IESE, and his favourite pastime is mountain climbing, where he gets his best ideas. The other
three founders are Ignacio Giral, Marek Fodor and Ignacio Sala.
What was the source of the initial idea, and how did that idea products that can be grouped into two larger groups: (1) travel-related
evolve into a viable high-growth business venture? How did it products such as flights, hotels, vacation packages and cars and (2)
change over time? urban-related products such as tickets, restaurants and urban activities.
Roca: “The idea was to fill empty spaces, such as seats and beds, “Our large growth comes both from being in a growing market and from
using the Internet as an efficient and cheap tool to distribute these our unique positioning in terms of having good deals from our suppliers
products. The characteristic that is common to all the products we work for our clients. In addition, we have been very focused on creating a
with is that they expire on the day the service is provided, so whatever strong brand, in contrast to other competitors that have focused their
you haven’t sold one day you won’t sell the next day because it is not efforts on advertising in search engines.
there anymore. A seat to a concert or on an airplane is either occupied
or empty at the time of the show or the takeoff. If it is empty, it is lost “We started the company with the idea of building a large company to
and cannot be sold. With this concept in mind, we have created a offer to our users a unique Internet solution that covers all the activities
platform where every hotel owner, airline, restaurant owner, show pro- that someone can do in his/her free time. We see ourselves as a free
moter, etc., is able to give us, at a really interesting discount, the open time organizing tool, and our aspiration is to replicate our model in
capacity that is about to expire. Nowadays, we work with seven main different countries, scaling our platform internationally.”
What was the initial growth vision or aspiration of the founding we have on our website as well as its quality, interpreted as not only the
team? Was there a sizeable change in this growth vision or typical quality but also the discounts that we can offer to our users.
aspiration over time? If a change, please describe.
“These two growth accelerators have been supported by the constant
Section 7 – Executive Cases: Atrapalo.com

Roca: “Our aspiration has been always the same: offering the best focus on the brand. The strength of the brand is an important aspect
possible deal for the user. If we achieve this objective, we satisfy both that drives traffic to our website and also towards our suppliers. We built
parties – user gets a better price, and the supplier sells capacity that our brand through word of mouth, offering a unique win-win proposition
otherwise would have been consumed with no revenue – making the to theatres and theatregoers, and then we extended our product line to
Atrapalo experience a happy one.” include hotels and travel.”
Describe the strategy or business model that enabled your Briefly describe the financing of your company and how this
company to achieve its high rate of growth. financing impacted the growth of your company.
Roca: “Our strategy is based on different aspects: Roca: “The initial funding was certainly an important aspect because we
1. Network effect. We create a network effect in every product so that started at the end of the Internet bubble and we did not find investors.
users think we have all the deals for that product, and suppliers Yet, we all left our jobs to show that we really believed in the idea. We
think we have all the demand they need. It is very important for us put in our own savings, and we got additional funding from families and
to have a good supply of events and travel products as well as to friends. The initial capital was less than 500,000 euros.
have traffic to our website. If we manage to have these two sides
work, then the network effect makes it very hard for our competitors The company has been cash-flow positive since the first year, so cash
to break into our market. flow has not been a worry since then.”
2. Complementary products. We build a portfolio of products that are
linked through a common concept. Atrapalo.com is a site that offers What were the major challenges your company had to handle in
the best deals for leisure time. We focus on options to fill your leisure its high-growth years, and how were they managed?
time – this is the common thread in Atrapalo’s products. The products
we offer complement each other. Users often get the first experience Roca: “We faced two main challenges:
of our service through our urban products, mainly because our 1. Technology. The first challenge was to keep up with developing the
website makes it easier for them to buy, the average price is lower platform and scaling the systems to take advantage of the growth
and our repetition rate is high. Then those users are more likely to that we were experiencing. The issue that we faced was not as
come back to Atrapalo when they want to buy a travel product, much from a customer perspective. The traffic that we were getting
even if the frequency of these types of purchases is much lower. was much higher than what we had initially expected. Also, our
The urban products are an important and distinctive feature that proposition to the suppliers was an attractive one and we did not
allows us to move customers into the travel agency services. find it that challenging to convince them to use Atrapalo as an
3. Win-win concept. Our business model is simple and easy, based alternative distribution channel. Atrapalo offered them the option to
on offering a win-win proposition to both our suppliers and customers. sell capacity that otherwise would go unused. The major challenge
The revenue model is also simple: if a user buys a product, we in our early years was to keep up with execution. There were two
receive a commission from the sale.” aspects to it: The first one was technological and we had to scale
up our systems fast enough to meet the demand that was coming
What were the major growth accelerators for your company to our website. We addressed this challenge by investing heavily in
in its high-growth years? technology. Most of our investments during the first five years went
into technology. We did not invest in marketing, instead relying on
Roca: “We have two growth accelerators: A constant effort to update word of mouth, but we wanted users to have the best possible
our platform, with a high rate of change and evolution, to be ahead of experience at our website.
what the market demands. The customer experience and the customer 2. People. The second challenge was to structure the company
behaviour through our web are critical. How the information is for growth and motivate middle management. As we grew beyond
presented, the efficiency of the search process, the simplicity of the the first few dozens of people, it became clear that the only way to
purchasing process. go forward was to create a well-defined organizational structure and
to find a way to reinforce the motivation of people that were coming
“The second accelerator is to work on content acquisition. We grow in. We addressed the latter one through coaching every selected
through the traffic on our web that depends on the quantity of deals that manager to be sensitive about the meaning of leadership in order to
gain respectability from his/her collaborators. We also defined an was confusion among us, and it was unclear who was doing what, what
organization centred on products. Every product is a business unit should be delegated and how to supervise. Until the dust settled there
separated internally from others so we keep the management was tension and uncertainty in the company.
focused on their responsibility giving freedom to ask for the
resources that they need.” “Finally, there are always periods of tension around potential acquisitions
because the attention shifts to the acquisition, and we lose concentration
Give examples of dark moments or negative periods that your on what is important for our users and customers.”
company or you faced as part of your journey as an executive
with this company. What are the key lessons about entrepreneurship and successful
Roca: “The darkest moments I faced were during the first months of the
company. There was a lot of uncertainty about whether customers Roca: “These are my lessons:
would understand the service – what we offered and how to use it. • The most important thing among the great ideas you may get is
Every time we added a new product this uncertainty was present. In a business execution and how you manage the company. Business
sense, we did not know if the business model would be simple enough execution and managing people. This is the most difficult part above all.
ATRAPALO.COM AT R A PA L O . C O M
REVENUE BOOKINGS
IN MILLIONS (US$ M )
$ 180 1,000,000
$ 160
800,000
$ 140
$ 120
600,000
$ 100
$ 80
400,000
$ 60
$ 40 200,000
$ 20
$0 0
2002 2003 2004 2005 2006 2007 2008 2009 2002 2003 2004 2005 2006 2007 2008 2009
for people to understand, appreciate and use. So the first few months • Employees are the most important asset you have in your company,
were very challenging, with a lot of tension as well as excitement. But at least in a company like Atrapalo that depends basically on talent.
I would say that the reality check on the business model was a tough • Focus, focus, focus.
moment. After the business model was proved and the brand was • Understand the concept of being successful because the company
AT R A PA L O . C O M
growing stronger, the issues were more typical around execution and is always facing new challenges that could swap it out from the market.
responding to competition. • A combination of be patient, have common sense, and be
persevering to wait long enough to see your product/service grow,
Atrapalo.com
“The second dark First
moment was creating positive
middle management. Pays out Rolls out
together with being agile toTiger Global
change concepts if they don’tLaunches
work as
is founded with results from dividends urban Management Fund offices in
Operations are crucial in this business,flights
only £ 400,000 and management has to be on are expected.
they activities buys minority stake; Brazil and
company launches France
top of it at all times. When the company was small, all of us were on top • You can do excellent things with average people, but technical
offices in Italy
of it.SEPWhen weMAY
created the
2000
middle management
2001
layer, however,
2002 2003
there 1995
2004
engineers
2005
must be outstanding.”
2006 2007
 AUG MAY
1999 2000 2009 2010
Four founders Offers Positive Rolls out Rolls out Launches

Prepared by Antonio Davila and George Foster, 18 November 2010
Develop idea for show tickets, annual restaurant urban offices in
the company hotels, holiday results reservations activities Chile
packages
REVENUE HEADCOUNT
IN MILLIONS (¥ M)
¥ 5,000 8,000
¥ 4,500
7,000
Baidu, Inc. | China

¥ 4,000
6,000
¥ 3,500
5,000
¥ 3,000
Overview : 4,000
¥ 2,500
Baidu is the largest Chinese search engine company. It offers numerous search
¥ 2,000 3,000
¥ 1,500
and community services, including MP3 search, image search, video search,
¥ 1,000
2,000
Section 7 – Executive Cases: Baidu, Inc.

Baidu Encyclopedia, Baidu News and Baidu PostBar. Baidu was founded in 2000
¥ 500
1,000
by Robin Li and Eric Xu, both of whom had studied and worked in the US before
¥0
2001 2002 2003 2004 2005 2006 2007 2008 2009
0
2001 2002 2003 2004 2005 2006 2007 2008 2009
they returned to China. The company is registered in the Cayman Islands. Baidu
went public with an IPO on NASDAQ in August 2005 and has undergone dramatic
growth since then.
BAIDU, INC.
Receives Launches Launches Google establishes Establishes Launches

Series A official image and R&D center and partnership wireless search
venture capital website news search mainland office in with MTV service in Japan
financing products China
JAN FEB SEP OCT NOV JUL NOV MAY AUG OCT JAN SEPT JAN
1995 1995
2000 2000 2000 2001 2002 2003 2003 2005 2005 2006 2008 2009 2010
Company Receives Launches Receives IPO on First globalization Establishes

Incorporated Series B MP3 search Series C NASDAQ initiative—entry independent
venture capital product venture capital into Japan company to
financing financing provide online
video
Quotations from:
Robin Li is the co-founder, chairman and chief executive officer of Baidu. Prior to founding Baidu, Li was known as a leading search engine expert.
From 1997 to 1999, he was a staff engineer for Infoseek, an Internet search engine pioneer. From 1994 to 1997, he served as a senior consultant
for IDD Information Services. Li holds a BS degree in information management from Peking University and an MS degree in computer science from
the State University of New York in Buffalo.
What was the source of the initial idea, and how did that idea service fees for doing that. But because we believed in the viability of
evolve into a viable high-growth business venture? How did it the paid-search business models that had emerged in the US (from
change over time? Overture), we made the decision to elevate Baidu from a back-end
search service to a front-end, stand-alone service with a strong brand.
Li: “We recognized that Internet search in Chinese (as well as other This was risky, of course, because the major portal players would stop
character-based East Asian languages that, among other things, do not working with Baidu. But it was clear to us then that (1) the Internet would
separate words with spaces) was an underserved market. During my grow quickly in China, (2) search would be a pivotal area benefiting
years on Wall Street and in Silicon Valley, I had thought deeply about from growth in all sectors of the Internet and (3) there was an almost
not just how to deliver better relevance through searches, but also how endless supply of small and medium enterprises that were our potential
searches could be vastly improved for the Chinese. customer base. In other words, there was tremendous growth potential
in this business. And more importantly, we could do a better job than
“Baidu was set up as a search engine service providing ‘powered by’ anyone else.
search for portals when it was first founded in late 1999. We received
“We rolled out our first pay-for-performance platform in September What were the major growth accelerators for your
2001. In 2005, we listed on NASDAQ, and on the fifth anniversary of our company in its high-growth years?
IPO, our stock was trading at over 3,800% of its initial offering price.”
Li: “The major growth accelerators have been the rapid growth in the
What was the initial growth vision or aspiration of the founding number of Chinese Internet users, the increase in time spent online by
team? Was there a sizeable change in this growth vision or the average user, and the expansion of the amount of information in
aspiration over time? If a change, please describe. Chinese on the Internet.
Li: “From the very beginning, Baidu’s mission has been ‘to provide the A growing Internet user base simply means a greater number of potential
best way for people to find information’. The company has stayed true users of Baidu, and we have steadily increased market share to its
to this development goal ever since. present 80%. Increased time online naturally increases the number of
queries per user, and each query represents an opportunity to deliver
“On Baidu’s 10th anniversary, we decided on a vision for the next 10 a paid link. In addition, the growing volume of information in Chinese
years of its development: ‘We aim to increase revenue growth by 40 makes search even more indispensable to users as they surf the web.”
times, establish Baidu as a household name in one-half of the markets
in the world, and strive to become the world’s largest media platform’.” Briefly describe the financing of your company and how this
Describe the strategy or business model that enabled your
company to achieve its high rate of growth. Li: “Baidu underwent three major financings before its initial public
offering, and each time has been critical to the company’s development.
Li: “Baidu’s initial strategy focused solely on search and optimizing This was especially true of the company’s public offering. For Baidu,
search for the Chinese market. Baidu was the most aggressive among the IPO was not about how much funding we were able to acquire in
all competitors in this area in indexing Chinese content. We incorporated the process. Rather, it was significant as a major branding event. Many
search features that were better suited to Chinese users: related search, came to know Baidu and began talking about it overnight. It was a great
a longer and taller search box to accommodate Chinese characters, marketing opportunity for Chinese businesses and consumers, and it
and search results tweaked to take into account cultural factors in attracted many additional users for Baidu as a result. Ever since, not
determining relevance. Baidu fortified its search position with many only has Baidu been able to continue its high-speed growth in generating
products that could be integrated into search results, boosting the traffic flow, but also Baidu’s clients have been increasingly convinced
company’s brand and creating a stickier user experience. We have rolled that the prospects of search are promising and that there is much to
out, in succession, the following products: our community site, Baidu gain from working with our company. In this sense, Baidu has propelled
Postbar; our community question-and-answer service, Baidu Knows; the Chinese search market towards a greater level of maturity.”
Baidu Image Search; Baidu Video Search; and many niche vertical
search areas particular to China’s users. We continue to place the needs What were the major challenges your company had to handle
of the users first, always striving to deliver whatever it is they’re looking in its high-growth years and how were they managed?
for. Today, that’s not just information or entertainment content; it can be
applications, software or many other services that we can now deliver Li: “The biggest challenge facing Baidu is to constantly improve services
directly in search results. for clients and users through continuous technological innovation.
China’s Internet population has surpassed 400 million, which means
Baidu realized that the business model for search is novel in China, and more and more needs will emerge within China. A search engine must
the large majority of the company’s initial opportunity was with SMEs, continuously innovate in order to keep up with user needs and improve
so we built a large sales force to educate and develop the market. user experience. Baidu’s ‘box computing’ technology arises from the
This was a competitive edge that came out of our recognition that the company’s 10 years of insight into user needs. The technology envisions
Chinese market is simply less sophisticated and requires some hand- that, in the future, people will see nothing but a search box appearing on
holding to develop.” their computer screens only a second after turning on their computers;
then, by simply telling the search box their questions and needs in their
own ways, they will be able to find the answers they need.”
Give examples of dark moments or negative periods that your From then on, Baidu’s road to success became increasingly pleasant
company or you faced as part of your journey as an executive and manageable.”
with this company.
Section 7 – Executive Cases: Baidu, Inc.

Li: “Baidu’s transformation phase between 2000 and 2001 left a strong growth strategies you’ve taken from your company experience?
impression on many. At the time, our business model mostly aimed at
providing mainstream websites with search technology services without Li: “The past 10 years have been a period of high-speed development
promoting Baidu as an independent brand. After the burst of the Internet for Baidu. The company has grown from less than US$ 5 million in
bubble, mainstream websites no longer wanted to invest in search valuation to a US$ 35 billion market capitalization, achieving a valuation
technology. In the summer of 2001, we decided that it was time for growth of 7,000 times from its founding to now.
Baidu to undergo a major transformation.
“The major reason for Baidu’s success has been its focus. Baidu chose
“I had been in very heated debates with investors and the board of a domain that it enjoys and is most skilled at, and throughout the
directors on this issue. I recall being in a conference room at the development process we have never wavered in our determination to
Shenzhen branch taking conference calls from members of the board focus on search. The second reason for Baidu’s success is technological
BAIDU, INC. BAIDU, INC.
REVENUE HEADCOUNT
IN MILLIONS (¥ M)
¥ 5,000 8,000
¥ 4,500
7,000
¥ 4,000
6,000
¥ 3,500
5,000
¥ 3,000
4,000
¥ 2,500
¥ 2,000 3,000
¥ 1,500
2,000
¥ 1,000
1,000
¥ 500
¥0 0
2001 2002 2003 2004 2005 2006 2007 2008 2009 2001 2002 2003 2004 2005 2006 2007 2008 2009
of directors. I knew right then that consensus would not be achieved innovation. Baidu has constantly increased investments in research and
through logical reasoning, but through a demonstration of the founder’s development. Baidu never dared to relax in the search technology front.
fierce determination. Later on, one of the directors told me that the Rather, the company has always worked hard towards providing the
board was not moved by my theories or reasoning, but by my attitude. market and users with the best search technology and service.
BAIDU, INC.
Now it is proven that Baidu made the right decision.
TIME-LINE / KEY
“In EVENTS
the next 10 years, China will undergo rapid economic growth.
“We formulated a large-scale upgrade plan for Baidu in 2002, and our The continuous growth of China’s Internet population and Internet
Receives
goal was to surpass Launches in technical target,
the biggest industry competitor Launches businessesGoogle establishes
will establish a solid Establishes Launches
foundation for China’s Internet industry
Series A official image and R&D center and partnership wireless search
with a special focus on capital
venture Chinese search. I website news search to globalize.
took the lead on this ‘Project I thinkoffice
mainland the in
entrepreneurs of this generation
with MTV share
service a very
in Japan
financing products China
Blitzen’ in the ensuing five months. At the time we had only 15 engineers important responsibility, which is to do more and do better so that
to develop
JAN products
FEB thatSEP
the competitor had 800 employees
OCT NOV to produce.
JUL NOV
1995
China’sMAY
corporations
AUG
1995
will enjoyOCT
greater influence
JAN on the world
SEPT JAN stage.” 
2000 2000 2000 2001 2002 2003 2003 2005 2005 2006 2008 2009 2010
Our long hours and hard work paid off, as we managed to seize the
commanding
Companyheights in user experience delivery in only
Receives nine months.
Launches Prepared by George Foster,
Receives IPOAntonio
on Davila, Martin Haemmig, Xiaobin He
First globalization Establishes
Incorporated Series B MP3 search Series
andC NASDAQ
Ning Jia,15 November 2010 initiative—entry independent
venture capital product venture capital into Japan company to
financing financing provide online
video
REVENUE HEADCOUNT
IN MILLIONS (£ M)
£ 400 1050
£ 350 875
Betfair | United Kingdom

£ 300 750
625
£ 250
Overview :
500
£ 200
Betfair was founded to apply free-market principles to sports betting by creating

£ 150
375
an exchange where customers come together to bet against each other, thereby
£ 100 250
eliminating the need for a traditional bookmaker. Betfair launched operations in

£ 50 125
June 2000 and has since grown into the leading sports betting exchange in the
£0 0
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
world. In 2010, Betfair grew to more than 3 million registered customers and
processed more than 5 million transactions per day. In September 2010, Betfair
announced its intention to list on the London Stock Exchange.
B E T FA I R
Betfair Betfair Signs JV with Signs exclusive Betfair Creates Tradefair, Becomes official
launches merges with Australia’s deal with Yahoo! Mobile a new business betting partner of
operations Flutter.com Publishing and UK and Ireland launches for that provides Manchester United
Broadcasting Ltd. World Cup financial products and Barcelona
AUG JUN OCT DEC APR JUL JAN FEB JUN SEPT DEC JAN AUG SEPT
2005
1995 1995
1999 2000 2001 2001 2003 2004 2005 2006 2006 2007 2007 2009 2009 2010
Parent Launches Wins Queen’s Listed on U.K. Signs deal to Presents the first Completes Announces
company, telephone Award for Tech Track 100 allow European World Series of US$ 50M intention to
The Sporting betting Enterprise, in customers to pay Poker Europe acquisition of list on London
Exchange, service Innovation through PayPal US TVG from Stock
Ltd. formed Macrovision Exchange
Quotations from:
Edward Wray is co-founder of the Betfair Group and was chief executive until 2003, when he moved to Australia to set up Betfair’s Australian joint
venture. He became chairman in 2006 and is now based in the United Kingdom. Prior to founding Betfair, Wray spent eight years at J.P. Morgan &
Co. as a vice president in the debt capital markets and derivatives area.
Josh Hannah was chief executive and co-founder of Flutter.com, which merged with the Betfair Group in 2002. Hannah is now one of the general
partners of Matrix Partners and has been a director of Betfair since February 2002.
What was the source of the initial idea and how did that idea What was the initial growth vision or aspiration of the founding
evolve into a viable high-growth business venture? How did it team? Was there a sizeable change in this growth vision or
change over time? aspiration over time? If a change, please describe.
Wray: “In the late 1990s, my business partner, Andrew Black, was Wray: “When we started, we had little idea of how big it was going to
Section 7 – Executive Cases: Betfair

frustrated by the inefficiencies of the betting market, especially when be. We believed we had something that was very interesting and likely,
compared to the stock market. He believed that the betting market over time, people would recognize the superiority of betting exchanges
would be more efficient if there was an exchange that allowed people over bookmakers. I never sat there and developed a business plan that
to trade freely with each other rather than all having to trade with one outlined the size of the market opportunity and our possible share. What
designated group (bookmakers). We asked ourselves the key question, happened over time is, when we reached a certain level, we’d ratchet
‘Would a betting exchange idea have appealed 10 years earlier?’ up our expectations. This occurred multiple times in our early years.
We answered ‘yes’ to the appeal, but ‘no’ to the question of whether We are now at a level we never dreamed of 10 years ago, but as a
it would have been possible 10 years prior to 2000, because the result, our targets are even higher. As regards to our aspirations globally,
necessary technology wasn’t available. We then looked at the growth we have always believed that our model has general applicability to all
of the Internet and concluded that what we believed was an intrinsically sports betting. It is a fundamentally better model and we are confident
interesting idea was now possible as well as potentially broadly over time this will be recognized. However, our global growth will be
appealing. The core of our initial idea has changed little since we first impacted by differences in regulations across countries (such as the
started in 2000. While we have added other features, the core of our current heavy regulatory constraints in the US on online betting).”
business still comes through the betting exchange model we started in
2000. We facilitate individuals with opposing views to come together to Hannah: “We believed initially this would be a very large business and
trade. It’s interesting that we have often been called ‘the eBay of highly disruptive, and that has proven to be the case. However, we did
betting’. The subtle difference is, at eBay the auction prices can only think the social element of betting against other fans would grow the
go in one direction while at Betfair our prices can go up and down. market, and the skew of customers would be more casual and social,
We are effectively a two-way eBay.” and the core of the business has turned out (to date) to have the highest
appeal with the most serious punters.”
Hannah: “In 1998, the SF (San Francisco) Bay Area was caught up in
a fever pitch of entrepreneurism where overnight success seemed Describe the strategy or business model that enabled
possible. My Flutter.com co-founders, Vince Monical and Mark Peters, your company to achieve its high rate of growth.
and I were in love with what eBay had created in a consumer marketplace.
At the time, there was vigorous debate as to whether eBay or OnSale, Wray: “We have a straight-forward business model. We facilitate people
an auction site that took inventory and sold its own goods, was a better betting directly with each other. Unlike traditional bookmakers, we do
model. We loved the marketplace model, uniquely facilitated by the not take risks related to the outcomes of sporting or other events.
Internet, and searched for other domains of application. Vince came up We are giving much more control and flexibility to the customer. When
with the idea of sports betting – an inefficient business, but very suitable customers place a bet, they are taking a risk by definition so they don’t
due to the purely digital nature (no shipping of goods). When we found ask to be paid for the privilege. A bookmaker also takes risks but will
we couldn’t do it legally in the United States, we identified the United demand to be paid for taking those risks. We take the costs of risk
Kingdom as the best initial market, raised US$ 5 million in venture borne by a bookmaker out of the system and hence make it more
capital, and moved to London. We started operations in June of 2000, cost-efficient for those betting. We can offer customers better odds
and Betfair launched a month later. Our initial product looked more like than bookmakers. Better odds bring on more customers, which in turn
the eBay of betting – you bet against another individual – while Betfair make the betting exchange even more efficient. The result is your classic
was like the NASDAQ of betting, with aggregated prices and orders, but network effect that has played a powerful role in driving our growth.”
less social and more efficient. We quickly adopted the best features of
both products and within six months or so, they were essentially Natural Growth Rate: “We deliberately restricted our initial markets to a
identical and competing head-to-head. The core exchange product has limited number in horse racing and football where there would be liquidity.
stayed pretty true to that vision over the intervening decade.” We wanted markets where there would be a concentration of buyers
and sellers. We found that these markets had a life of their own as they
built up liquidity and attracted even more bettors. We had to let each
market grow at its natural rate. We were lucky to be a very early mover
and the first to reach genuine scale and create a snowball effect. Indeed, Betfair does have this incentive. We provide our customers with
we called the 2001 initiative to merge with Flutter, which was our nearest tools to make their betting more successful (e.g. form guides,
competitor, ‘Project Snowball’.” expert advice, etc.). Another negative of the bookmaker model is its
opaqueness. It is not readily transparent how bookmakers make
Rewarding Loyalty: “We focused heavily on ways to make our customers’ money whereas with Betfair it is totally transparent.
money go further in contrast to our competitors. This gave us a huge 3. Attention-getting Promotions. When we launched Betfair in 2000,
advantage. We aggregated pools of liquidity, which meant we were not Andrew and I walked around London in a mock ‘bookmaker’ funeral
constrained by the pure P2P model that seeks exact matches for each procession. This got attention. We also appeared in the Sunday
side of the transaction. We can aggregate and disaggregate (mix and Times business supplement posing with a bookie in a coffin and
match) in the same ways that financial markets do. Building liquidity in holding a sign saying: ‘In loving memory of the bookie, who empties
each of our markets was something that we made a priority (although punters’ pockets, took shirts off their backs, never made a decent
we never once used our own money to establish this liquidity – we price and died with the birth of open-market betting’. It was very
always relied entirely on our customer base). Our policy of only charging tongue-in-cheek but it helped give us that all-important kick-start in
a commission on winnings was a distinguishing feature. We only make terms of publicity.
money from a customer who wins, whereas the traditional bookmaker 4. United States Regulations. In a perverse way, the US regulations’
model is an adversarial one in which the bookmaker only makes money severely limiting online gambling was a great help in our achieving
when the customer loses. Aligning ourselves with our customers in this high growth rates for such a long period, especially in our very early
way was instrumental in creating our customer-friendly proposition. years. The regulations meant large well-resourced US online
We also provided a classic loyalty scheme so that the more you used gambling companies did not exist. We were not always looking
the service, the cheaper it became.” over our shoulders at US competitors (with access to huge armies
of technically-trained people). Such companies, if they had existed,
Hannah: “In my view, the core power of the Betfair proposition lies in its could have made our life very difficult. Loosening of these regulations
simplicity. Many web businesses have very complex value propositions. will be a growth accelerator for us. For example, the recent change
However, Betfair experienced rapid growth in a large part to a simple in California regulations (AB 2414) means that we can have
idea that resonates: do exactly what you are doing today but cheaper. exchange-based betting in California. We believe this will be a
We have recently seen this with start-ups such as Gilt Groupe and huge bonus for us.”
Groupon. If you find a way to sell a product at a disruptively cheap price,
customer acquisition is easy. You just change the hard part of being an Briefly describe the financing of your company and how this
entrepreneur from ‘how do I find customers?’ to trying to invent a way financing impacted the growth of your company.
to offer something at a price no one has ever before done. In our case,
the exchange and the fundamental efficiency it brings to the business Wray: “We tried to raise money in 1999. We were turned down by every
enable that to happen.” VC we approached. We tried to raise institutional money and we failed.
Our initial round was a little over one million pounds. We tapped friends
What were the major growth accelerators for your company and family — some of my friends were investment bankers from the
in its high-growth years? days when I worked at J. P. Morgan — as well as putting in our own
money. In late 2001, we merged with Flutter, which had been backed
Wray: “Major growth factors include: by Europ@Web, Benchmark Europe and Index Ventures, among others.
1. Network Effects. We got a lot of success out of our ‘member get This was an all equity transaction and the investors in Flutter joined our
member’ programme. Members who really liked our service told list of investors. Flutter had some cash remaining on its balance sheet
other members and the virtuous circle developed. It was classic that did help provide growth capital.”
network effects 101.
2. Negatives of Traditional Betting Alternative. The traditional Cash Flow Focus. “Our inability to raise equity money in our early days
bookmaking model that was our competitor is an adversarial one. turned out to have had an important positive impact on the management
The bookmaker wins when the customer loses and vice versa. of Betfair. From day one, we did the non-Internet thing and said, ‘We
In contrast, Betfair only makes money when our customers win, as have to get this venture to cash flow positive at the very earliest date.’
we charge a percentage of the winning bet but do not charge the We achieved that in about nine months. After that we could let it grow
losing members. The traditional bookmaker model does not have at its natural pace. I have often said the best thing that happened
an incentive to make their customers win more often whereas to us was that we failed to raise large amounts of money at the outset.
Had we raised a lot of money, the danger was we would have built 3. Physical infrastructure. We moved into a building that we thought
a cost culture into the business and thrown a lot of money at a lot of would house our company for some time and quickly we were again
things that did not yield results. We had so little money we had to be looking for space that was much, much larger. We did not see at
completely ruthless in our prioritization. We have always been very that time the amount of space that we would need in a very
focused on cash flow.” short period.
Section 7 – Executive Cases: Betfair

Hannah: “What we lacked in understanding of the details of the UK “Several factors helped us to address these and other problems of
betting market, the Flutter team made up for in our understanding and managing growth. First, being in the sports industry meant that many
ability to finance a business. As was customary in the heady market of people found us a very attractive company to work for or associate with.
1999, we raised a Series A round of US$ 5 million fairly quickly, and on Sports have a buzz factor and are a great calling card in recruitment.
the back of a short PowerPoint deck. In September 1999, I moved to Second, we further built a culture that put technology as a central priority
London and by October we were quickly building the site. The financing and we continued to hire a superb set of technology people. To this
market in Europe got white hot at that time – US funds such as day, we consider ourselves a technology company. Third, we did not
Benchmark and Accel raised large funds dedicated to the market – but obsess about the short run profit implications of our decisions as long
there was not nearly the pool of entrepreneurs or deals to invest in that as they did not cause us to become cash flow negative. Fourth, we
existed in Silicon Valley. And we, uniquely, were the type of people they turned having a great product and great technology into an advantage
recognized and trusted (Stanford MBA, Wharton MBA, ex-consultants, in our recruitment. The most important lessons I have learned have been
etc.). Plus, we had a damn good idea. The fact that we had huge blind on the people side — getting the right people and letting them flourish.
spots in our knowledge of the local market and technology were glossed When you see great people, hire them even if you do not have a specific
over by the hot environment. With the urging of our Series A investors, job for them in the short run. If you grow the way you want to grow, you
we decided to raise our Series B before the website was even built or will have a job for them tomorrow.
launched, or frankly even before we had much of a working prototype.
In April 2000, on the eve of the bubble bursting, we raised a US$ 39 World View: “Internationally, the biggest challenge is regulation. The
million Series B round with five firms participating. This funding base left first big country beyond the United Kingdom was Australia, which was
us well capitalized through the bust, and gave us a competitive weapon very attractive in terms of distance and clock. We already were a 24/7
against Betfair, which benefited from better market knowledge. When business in terms of sports covered, but adding Australia increased this
we merged the companies, the capital raised by Flutter proved sufficient complexity, especially from an operational point of view.”
to carry the combined entity through to profitability.”
What were the major challenges your company had to handle company or you faced as part of your journey as an executive
in its high-growth years, and how were they managed? with this company.
Wray: “At the start of Betfair, I believed all the problems of high growth Wray: “Growth itself can bring dark moments. When you are climbing
I had heard about would be good problems to have. When we got there, a ladder, if you fall off the first rung it does not hurt. However, the higher
I found they were horrible. When you are growing very fast you always you climb the more painful any potential fall becomes. This is something
underestimate the resources you will need going forward. Many you have to live with. There is a realization that, if you mess it up when
challenges related to scaling. Important ones included: the company reaches a sizable level, it will be painful. There were times
1. Staying in front of the technology demands of our growth. We I went to bed thinking ‘game’s up’ and when you wake up you find
sometimes had big challenges with our systems availability on it is not. The many systems challenges in our early years created some
Saturdays afternoons, which is our highest demand period. I know very stressful Saturday afternoons that were at times particularly
eBay likewise experienced operational systems problems (with both dark moments.”
hardware and software) in their early days. This is one area where
our limited financial backing constrained us in making capital Hannah: “I would highlight these (dark periods):
investments. 1. Marketplaces have the obvious problem of being great businesses
2. Finding how the whole organization was growing in terms of culture. at scale but hopeless initially when there are few customers. We
Finding that, as we got bigger, a higher percentage of the people we went from bubble-era excitement – raising loads of cash and being
hired viewed working at Betfair as a job and had less of an ownership a high profile ‘success’ – on the back of nothing but hype. In May
mindset that characterized our early day hires. of 2000, the bloom came off the Internet bubble in the United
Kingdom, and in June 2000, we launched to few customers. Quite What are the key lessons about entrepreneurship and
quickly, we found ourselves with a business doing maybe US$ successful growth strategies you’ve taken from your
20,000 a month in net revenue, and US$ 1M a month in costs. company experience?
While revenue was growing nicely at 30 percent month-over-month,
it would take a long time for those lines to cross. Moreover, the Wray: “Some important lessons are:
whole mood of the market had turned sour simultaneously. 1. The three Ps are important: Persevere, as you will have many
2. The process of merging the two companies was challenging for me. setbacks; be professional in everything you do; and be passionate.
I led the charge as I thought it was the right business move to 2. Being able to overcome problems is a pivotal skill: After you
combine our user bases for more liquidity, remove duplicate costs, overcome each problem, you will feel good because you know you
and create a clear winner. However, it is hard to arrange a private are on the right end of that problem and that some other company
merger with all the disparate views of management and shareholders will have to handle it.
on both sides, and it feels risky as a CEO to advocate it. If I tell my 3. The most undervalued commodity in an entrepreneurial venture is
board that I think we should merge with our competitor and take the time: You must get things done in a time-efficient way and with
smaller share of the combined pie, and then the deal falls through, minimal distraction.
what have I told them about me and my aspirations for the 4. When you get lucky, two things are essential: (a) quickly take
BETFAIR B E T FA I R
REVENUE HEADCOUNT
IN MILLIONS (£ M)
£ 400 1050
£ 350 875
£ 300 750
625
£ 250
500
£ 200
375
£ 150
£ 100 250
£ 50 125
£0 0
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
business? Will they lose faith in me? In addition, Ed was insistent advantage of it; and (b) don’t kid yourself it was not luck. Be brutally
on being CEO for the combined company, and my ego was such honest with yourself.” 
that I wasn’t going to take a lesser position, and so it would mean
leaving management. Moreover, by agreeing to be the smaller party Prepared by George Foster, Arvind Iyengar, and Hamish Stevenson / Fast Track,
B E T FA18
I RNovember 2010
in a merger, we’d lose our brand and the identity we created. To me,
it was clearly the right business decision, and with hindsight, it was / KEY EVENTS
TIME-LINE
also a good personal decision, but it was challenging at the time.”

Betfair Betfair Signs JV with Signs exclusive Betfair Creates Tradefair, Becomes official
launches merges with Australia’s deal with Yahoo! Mobile a new business betting partner of
operations Flutter.com Publishing and UK and Ireland launches for that provides Manchester United
Broadcasting Ltd. World Cup financial products and Barcelona
AUG JUN OCT DEC APR JUL JAN FEB JUN SEPT DEC JAN AUG SEPT
2005
1995 1995
1999 2000 2001 2001 2003 2004 2005 2006 2006 2007 2007 2009 2009 2010
Parent Launches Wins Queen’s Listed on U.K. Signs deal to Presents the first Completes Announces
company, telephone Award for Tech Track 100 allow European World Series of US$ 50M intention to
The Sporting betting Enterprise, in customers to pay Poker Europe acquisition of list on London
Exchange, service Innovation through PayPal US TVG from Stock
Ltd. formed Macrovision Exchange
BUSINESS OBJECTS BUSINESS OBJECTS
REVENUE HEADCOUNT
IN MILLIONS (US$ M)
Business Objects | France

$ 450 2250
$ 400 2000
$ 350
Overview : 1750
$ 300 1500
Business Objects is a software company that was incorporated in France in 1990

$ 250 1250
when the founders, Bernard Liautaud and Denis Payre, pioneered a new market for
Section 7 – Executive Cases: Business Objects

$ 200 1000
business intelligence analysis and reporting software. The company’s products

$ 150 750
enhanced business-user access to Oracle’s complex relational database software.

$ 100 500
In 1994, the company was the first European software company to go public on the
$ 50 250
NASDAQ, raising US$ 25 million. From 1996 to 1997, Business Objects experienced
$0
1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001
0
1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001
a crisis in investor confidence, with the share price plummeting from US$ 55 to
US$ 5. It achieved a dramatic turnaround in 1997/1998. In 2007, Business Objects
was acquired by SAP AG for US$ 6.8 billion.
BUSINESS OBJECTS
Signs France Opens UK & Raises Restates earnings; Co-founder Market Cap Business
Telecom & EDF San Jose, US$ 2M in stock price Denis Payre reaches US$ Objects
as customers CA offices Series C round plunges; investor resigns 1B acquired by
founded confidence crisis SAP AG for
US$ 6.8B
AUG SEP FEB SEP JUN JUN SEP Q2 AUG NOV 1996 DEC JUL OCT
1995 2007
1990 1990 1991 1991 1992 1993 1994 1996 1996 1996 1997 1997 2003
Incorporated Raises Raises NASDAQ IPO: Business Objects Liautaud initiates Acquires
by Bernard US$ 1M in US$ 2M in US$ 250 Suite v 4.0 company Crystal
Liautaud and Series A round Series B round Market Cap on product ships late turnaround; new Decisions
Denis Payre US$ 30M with bugs products & web
revenue strategy
Quotations from:
Bernard Liautaud, co-founder of Business Objects in 1990, was the chief executive officer for 15 years. In September 2005, he became
the chairman and chief strategy officer, a position he held until the company was acquired by SAP AG in September 2007. Since 2008,
Liautaud has been a partner in the European venture capital firm of Balderton Capital and a member of the SAP AG Supervisory Board. Liautaud
was born and raised in France. He earned a Masters degree in engineering at Stanford University in the early 1980s and then worked for a
short period with the French embassy in Washington, DC. In 1986, he returned to France to work with Oracle in its Paris headquarters, where
he was responsible for product marketing.
What was the source of the initial idea, and how did that idea a portion of equity, and that ended the royalty agreement. This was a
evolve into a viable high-growth business venture? How did it win-win deal. We went public a year ahead of schedule. We continued
change over time? to grow our vision of the company as the global leader in business
intelligence, data integration and performance management. [We
Liautaud: “I was working at Oracle from 1986 to 1990. Database sales became] one of the top three European software companies and one
were growing fast in corporations, but use was limited to IT people. of the top 15 global software companies.”
The business users who most needed the information could not access
the data, because the data structure was too complex. In 1989, I was Describe the strategy or business model that enabled your
approached by a freelance French developer who had developed a company to achieve its high rate of growth.
primitive help tool for databases. My partner Denis Payre and I worked
with the developer some more. We came up with the idea of allowing Liautaud: “Our strategy was to become the de-facto standard for
users to ask any question of the database by using more common end-user access, packaged software on top of relational databases.
vocabulary, which we called ‘business objects’. This concept of a We had a great value proposition that was easy to explain to customers:
semantic layer on top of a database was immediately appealing to to make business information easier to access for any business user.
customers. Oracle was not interested in pursuing in-house development We also set out from day one to expand geographically. We had both
of the software, so Denis and I started our own company and paid the worked at Oracle and developed a strong partnership in the early years.
developer in royalties. We created a small direct sales force to sell our We worked with them exclusively, and they took us into their accounts
software to enterprise customers, primarily Oracle customers. We soon and helped with marketing. Then we opened our solution to work with
expanded to any company in need of a tool to access and analyse all databases. This weakened our Oracle partnership, but it
corporate data. As a French company starting out in the software strengthened our position with customers. We could provide something
business, we immediately knew we needed to internationalize, so within that no database vendor could ever provide: openness and database
months we were in the US raising venture capital. Within a year, we neutrality. Our business model was a simple licensing and maintenance
had raised US$ 1 million from US angels and European venture firms. model. We built a direct sales force to begin with, but complemented
We immediately opened offices in San Jose, California as well as the it rapidly with a strong indirect channel. At the end, we had 45,000
United Kingdom. Over time, we evolved the idea to include a full suite customers, and 50% of our business came from our partners.”
of business intelligence, data management and enterprise performance
management products. However, the core of the product and the vision What were the major growth accelerators for your company
remained unchanged throughout the entire company.” in its high-growth years?
What was the initial growth vision or aspiration of the founding Liautaud: “It was critical to our growth to maintain clarity on our growth
team? Was there a sizeable change in this growth vision or drivers: product expansion, geographic expansion and customer-mix
aspiration over time? If a change, please describe. expansion.”
Liautaud: “The aspiration of my partner and I was to create a US$ 50 Product Expansion: “At first, we had a high rate of repeat business from
million business in five years. Our contract developer was an artistic type our customers. After six months of a first deal (US$ 50,000 - 100,000),
who was not interested in building a company, so we continued to pay they would come and standardize for a larger transaction (US$ 500,000
him quite hefty royalties for several years, basically 25% of every sale, - 1 million). Meanwhile we developed new products based on new
which was ridiculously high. But without immediate cash to pay him, operating systems from Windows 95, NT and Unix that we could
we had no other choice. As sales were doubling in those first three continually up-sell to them. We expanded our sales force 100% annually.”
years, we enhanced our vision to be the first European software company
to go public on NASDAQ and to be the number one company in the
business intelligence market. In 1994 as we were preparing to go public,
the contract with the developer became untenable, and we had a lot of
pressure from our venture investors to find a way to change it. It was a
tough negotiation, but we paid [the developer] a lump sum in cash and
Geographic Expansion: “We expanded into new countries very rapidly 2. Managing growth and evolving the executive team: I had to turn
from the get-go. Although we started in France, we established a the team over a few times to have people of the right calibre at the
presence in the United Kingdom and in the US after just one year of right scale in the company.
operations, when we had fewer than 10 employees in Paris. After three 3. Adjusting to life as a US public company: I had to learn how to
Section 7 – Executive Cases: Business Objects

years, the US represented one-third of our revenue.” manage market and investor expectations and communicate
significantly more than in the early years. Maintaining the spirit of
Customer-Mix Expansion: We sold to companies of all sizes through a young company when you are a larger company is also an
whatever channel – direct or indirect – was most appropriate.” ongoing challenge.”
Briefly describe the financing of your company and how this Give examples of dark moments or negative periods that your
financing impacted the growth of your company. company or you faced as part of your journey as an executive
with this company.
Liautaud: “Financing was key. We knew from the outset that we wanted
to start the business based on the Silicon Valley model, so getting US Liautaud: “The year 1996 was a very tough time for the company and
venture money was critical. After operating for seven months with no for me personally. We went public in 1994, and the first year and a half
outside money, we did three rounds of venture capital [financings]: as a public company went amazingly well. We were growing 100% every
1. US$ 1 million in February 1991: US$ 200,000 from 10 US angel quarter and increasing profitability to 17%. We thought we were
investors led by Arnold Silverman and Donald Lucas; the remainder invincible: in six to seven quarters, we had increased our value by 10
from France’s Paribas Technologies and France Telecom times. But we didn’t know what was coming and that we were going to
subsidiary, Innovacom face serious trouble. In one year, we had a very large deal in Germany
2. US$ 2 million in June 1992 from the same investors and Dutch- turn bad on us, and we missed Wall Street expectations several times.
American investors Atlas Venture We also missed a major product release, and the stock price went from
3. US$ 1 million in June 1993 with Round 2 investors US$ 55 down to US$ 5. All our glory and credibility disappeared. On top
of that, my partner left the business. Many of our people in the US left.
“Achieving that financing early allowed us to grow very rapidly. In 1993, The company was declared ‘almost irrelevant’ by The Wall Street
we had several hundred customers and were profitable on sales of Journal. Companies were circling around wanting to buy us, as we were
around US$ 15 million. However, we were extremely frugal from our becoming quite cheap. But we decided we didn’t want to let the
early beginnings. In 1994, we went public on NASDAQ. We raised US$ company go. I wanted to turn the company around, and the board
25 million. The pre-money IPO was approximately US$ 125 million, but supported me in that. So we made a number of key moves:
at the end of day one, the stock had increased significantly and the 1. Relocated the management and headquarters to the US to be
market capitalization was US$ 250 million. closer to the customers, partners and the financial community
2. Changed our software development process completely to better
What were the major challenges your company had to handle in control releases and increase quality
its high-growth years, and how were they managed? 3. Innovated with a brand new Web product at a time when the
Internet was just beginning to get commercial traction: We were the
Liautaud: “We had many of them. first company in the business intelligence market to release an
1. Managing the US and European operations simultaneously: Internet version
“The US is a key market and is generally where headquarters are 4. Hired a new CFO to tighten processes and expenses
located. In 90% of cases, especially for software companies, France
is the sales subsidiary of a US company. Here, it was the other way Thanks to these changes, we turned the company around. We grew the
around. Finding the right talent and convincing top sales, marketing business at 50% for several years in a row. We expanded our margins
and technical people in the US that they should work for a French from 0 to 18%. Our stock went from US$ 5 to US$ 300.”
company was not easy. Maintaining the trust between the two
operations was a constant challenge. We succeeded by moving
people back and forth between Europe and the US. I moved to the
US and back to France a couple of times in those early years.
What are the key lessons about entrepreneurship and
successful growth strategies you have taken from your
company experience?
Liautaud:
1. “The famous lesson from Jim Robbins’ book, Good to Great:
‘Confront the brutal facts but never lose faith in the positive
outcome’. This is essential to come through victorious from
difficult periods.
2. “Have a clear concept of value and innovation: We started with a
great innovative concept that was easy to explain to our customers
and we created a brand new market.
3 “Follow a proven entrepreneurial model: a) attract venture capital
and have options available for employees to participate in its
financial success, b) go global as early as possible, c) find the better
market for going public.
BUSINESS OBJECTS BUSINESS OBJECTS
REVENUE HEADCOUNT
IN MILLIONS (US$ M)
$ 450 2250
$ 400 2000
$ 350 1750
$ 300 1500
$ 250 1250
$ 200 1000
$ 150 750
$ 100 500
$ 50 250
$0 0
1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001
4. “Encourage a culture of passion: Adapt quickly to changing

circumstances and always be clear about the growth drivers.
Cascade goals all the way down in the organization and measure
B U Scan
or monitor. Communicate [goals] heavily to your team, so they INESS OBJECTS
lead their own teams.

5. “Take advantage of a global talent pool: it completely changes
the fabric of an organization and creates new opportunities.” 
Signs France Opens UK & Raises Restates earnings; Co-founder Market Cap Business
Telecom & EDF San Jose, US$ 2M in stock price Denis Payre reaches US$ Objects
as Foster
Prepared by George customers CA offices
and Sandy Plunkett, Series C round
22 November 2010 plunges; investor resigns 1B acquired by
founded confidence crisis SAP AG for
US$ 6.8B
AUG SEP FEB SEP JUN JUN SEP Q2 AUG NOV 1996 DEC JUL OCT
1995 2007
1990 1990 1991 1991 1992 1993 1994 1996 1996 1996 1997 1997 2003
Incorporated Raises Raises NASDAQ IPO: Business Objects Liautaud initiates Acquires
by Bernard US$ 1M in US$ 2M in US$ 250 Suite v 4.0 company Crystal
Liautaud and Series A round Series B round Market Cap on product ships late turnaround; new Decisions
Denis Payre US$ 30M with bugs products & web
revenue strategy
Check Point Software Technologies Ltd | Israel
Overview :
Section 7 – Executive Cases: Check Point Software Technologies Ltd

Check Point Software Technologies Ltd had its genesis when Gil Shwed, the
CHECK POINT S OFTWARE TECHNOLOGIES LTD C H E C K P O I N T S O F T WA R E T E C H N O L O G I E S LTD
company’s co-founder and long-time CEO, worked in the Israeli Defense Forces
and became dissatisfied
REVENUE
with the available software solutions’
IN MILLIONS (US$ M)
ability to ensure
HEADCOUNT
only certain information passed between two classified networks. Started in 1993,
$ 600 1500
Check Point patented and was a champion of the “stateful inspection” technology
that was used in its first generation of firewall products. Check Point’s Firewall-1
$ 500 1250
product was released in 1993. In 2000, Network Computing named Firewall-1 one
$ 400 1000
of “the top 10 most important products of the decade”. From 1993 to 2001, Check
Point grew to over US$ 500 million in annual revenues through a sequence of
$ 300 750
products that quickly gained leading market positions. Research and development
$ 200 500
was based in Israel, and sales and marketing offices were set up in all its major
$ 100 250
markets in its early years. It uses an indirect sales strategy with its own sales
engineers providing support. Check Point is known for its focus on customers and
$0
1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005
$0
1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005
financial management, as well as technical prowess. It is the winner of numerous

marketing awards. It has consistently had a net income-to-revenue ratio above
30%, in both up revenue years and the several down revenue years that occurred
during the early 2000s.
CHECK POINT S O F T WA R E T E C H N O L O G I E S LT D
Releases Firewall-1 Launches Launches Firewall-1 3.0 Wins RSA Acquires

product. Wins NASDAQ OPSEC wins Network security NFR Security
Best of Show award IPO Alliance Magazine industry
at Interop 94 Product of Year award
1993 1994 1996

1995 1997 1998
1995 2000 2002 2006 2007
Founded by Sun Releases Develops Announces Expands OPSEC Unveils UTM-1

Gil Shwed, Microsystems Firewall-1 OPSEC VPN-1 Product Alliance to Total Security
Marius Nacht becomes a Version 2.1 platform; builds Family include security Solution; wins
and Shlomo lighthouse interoperability assessment tools VAR business
Kramer in Israel customer award
Quotations from:
Gil Shwed is Check Point’s co-founder, chief executive officer (since the company’s founding in 1993) and chairman (since 1998). He was also
president from the company’s incorporation in 1993 until 2001. Shwed has received numerous awards, including an honorary Doctor of Science
from the Technion-Israel Institute of Technology, the World Economic Forum’s Global Leader for Tomorrow, and the Academy of Achievement’s
Golden Plate Award. Shwed is a member of the board of trustees of Tel Aviv University and chairman of the board of trustees of the Youth
University of Tel Aviv University. He attended Hebrew University in Jerusalem.
Jerry Ungerman is the vice-chairman of the Check Point board of directors. From 1998 to 2000, he was the company’s executive vice-president,
and from 2001 to 2005 he was president. He was appointed vice-chairman of Check Point’s Board in 2005, and is responsible for leading partner
and customer relations. Prior to Check Point, Ungerman had extensive high-tech sales, marketing and management experience at Hitachi Data
Systems (HDS). He began his career with IBM after earning a bachelor’s degree in business administration from the University of Minnesota.
What was the source of the initial idea, and how did that idea user interface that is easy to understand enabled us to bridge the
evolve into a viable high-growth business venture? How did it geographical gap, as Check Point started in Israel and our initial target
change over time? market was the United States. Working with local VARs enabled
us to reach many markets quickly – even before we hired our own sales
Shwed: “The original idea for security technology that could ensure force. The combination of a product that can be distributed in high
secure passage of information between networks occurred when I was quantities with a distribution network that scales easily enabled us to
a 20-year-old soldier for a technology unit of the Israeli Defense Forces accommodate the high growth of the Internet in the 1990s.”
(IDF). My task was to connect two classified networks and ensure that
only certain information passed between them. The solutions I found in What were the major growth accelerators for your company
the marketplace didn’t satisfy my needs and drove me to come up with in its high-growth years?
my own solution, one that was flexible, programmable and very fast.
Shwed: “The growth of the Internet was the main growth driver for
“A few years later, in the beginning of 1993, I saw the emergence of Check Point. We built a product that could be easily distributed with a
the Internet. At that time the Internet made its first steps from a purely distribution network that could take it everywhere. On top of that, one of
academic network into an open network for everyone. The first question the key accelerators for our success was a distribution agreement that
every company’s system administrators asked before connecting their we signed our first year with Sun Microsystems. Back in 1994, Sun was
network to the Internet was, ‘How do I keep my network secure?’ the primary platform for Internet gateways and servers. Making them our
At this point, I realized that there was an exciting market for the idea key distributor gave us quick access to a huge distribution network and
and we started Check Point with the vision of making Internet the credibility of a large company, as at the time there were only three
connectivity secure.” founders/employees at Check Point. However, that distribution contract
didn’t stop us from building and growing our independent network of
What was the initial growth vision or aspiration of the founding VARs and distributors, and from building our sales force – both are the
team? Was there a sizeable change in this growth vision key pillars of our growth since 1997.”
or aspiration over time? If a change, please describe.
Ungerman: “Some additional accelerators were:
Shwed: “Check Point was founded with the vision of making Internet 1. Technology leadership. From the start we were technology
connectivity secure. When we started in 1993, the Internet had several innovators. First, with ‘stateful inspection’, which we patented in
hundreds of companies connected. It was a small yet exciting and 1993. In 1994, we brought to market easy-to-use, shrink-wrap
fast-growing market. firewalls. In 1996 we were first to merge VPNs and firewalls.
2. High-profile Internet security breaches, network attacks, viruses,
Our vision didn’t change, yet the use of the Internet has grown beyond worms, etc. The continuing number of such events highlighted the
everyone’s expectations and so did Check Point. importance of using state-of-the-art Internet security products,
which benefited us greatly.
“Initially, we thought that the addressable market included around 3. Partnership programmes. Our OPSEC (Open Platform for Security)
15,000 networks and that achieving US$ 10 million in sales would be a was a powerful way to increase the attractiveness of our products to
great success. Check Point past the US$ 10 million mark in two years potential and existing customers. By certifying the products of other
and we just crossed the US$ 1 billion mark in sales in 2010.” vendors in related spaces as OPSEC certified, we guaranteed to
decision-makers that a broad set of products would be integratable
Describe the strategy or business model that enabled your and interoperable with our Check Point products. This overcame an
company to achieve its high rate of growth. important barrier to companies wanting to purchase best-of-breed
products that may come from multiple vendors. Many hundreds of
Shwed: “Our business model focused both on making the software companies became our OPSEC partners, which was a remarkable
extremely easy to understand and use and distributing it through a achievement for a company that was still relatively young and far
network of local value-added resellers (VARs). Software, like our initial from large.
firewall product, usually sold in a complicated transaction that included
consulting, installation and customization services and took many weeks
to complete. Making the software fit on one 1.4 MB diskette, with
installation that takes less than 10 minutes, and providing a graphical
4. Choice of an indirect sales strategy. By choosing an indirect sales What were the major challenges your company had to handle in
its high-growth years, and how were they managed?
Section 7 – Executive Cases: Check Point Software Technologies Ltd

strategy from the outset, we gained broad market penetration
across many parts of the globe in a short period. There is no way
we could have built the global presence we quickly achieved if we Shwed: “The biggest challenges we faced were around creating the
had to set up direct sales offices in all major markets in our early right organizational structure. We needed to build every function of
years. However, Check Point did build our own sales and sales the company, create a global company and recruit many people, all
engineering organization in each local market to support our while operating at a very high pace. One thing we learned is that, while
partners. This extensive support was key to our rapid growth. we needed to hire the best talent possible from all over the world, the
5. Gil Shwed was and is pivotal to Check Point’s growth. He quickly founders had to do every job until we got the right person in place.
mastered the leadership and business responsibilities of the CEO
role in addition to maintaining his key role in the evolution of our “While the three founders did not have much experience in sales and
technology road map. Unlike many technology-trained founders, marketing, we spent the years from 1994 to 1997 almost exclusively
Gil was laser-beamed on customers and marketing. Gil evaluated travelling around the world and building our sales and marketing
several models that Israeli companies could adopt, including (1) the organization. Only in 1999 can I say that we reached a stable
Israeli expatriate model, in which the company is based in Israel with organizational structure with all the relevant people in place. The key
Israelis running subsidiaries around the world; (2) the ‘dot-com’ was to play every functional role in the company until we could put
model, where the founders relocate to the US and try to behave like the right person in place.”
Americans; (3) the American model, which US venture capitalists prefer,
where you appoint a US CEO but leave major development efforts in Give examples of dark moments or negative periods that your
Israel; and (4) the global model, where you build a global company or you faced as part of your journey as an executive
management team with important members coming from each of with this company.
the major markets. Gil was adamant that the global model was
to be the Check Point blueprint. We have benefited greatly from that Shwed: “There were many challenges that we faced during the years
choice, although it has meant large travel demands on all the since we founded the company. In the first years, we needed to
management team (none more than Gil himself).” convince people that the Internet was a real market. Many potential
distributors thought that the Internet was a research network and had
Briefly describe the financing of your company and how this no commercial potential. Thus, convincing people to be our first
financing impacted the growth of your company. distributors in 1993 to 1994 was by far the biggest challenge.
Shwed: “When we started Check Point, venture capital money wasn’t “The next big challenge came in 1997, when we experienced great
easily available in Israel. We raised US$ 250,000 from another software success and had many successful teams but we needed them to work
company in Tel Aviv. We never needed to raise more money and as a single global company – with R&D in Tel Aviv, marketing in Silicon
became profitable after spending less than half of that amount. We have Valley, sales everywhere, and so forth.
been profitable every quarter since 1994, with net income of 40- 50%
of our revenues and profits are expected to exceed US$ 500 million in “Creating scalable work processes and management structure was the
2010. We became public in 1996. Being public helped in creating next big hurdle. In 2001 to 2002, following the dot-com bubble
currency for acquisitions and for sharing the wealth with our employees. bursting and September 11th, we had to work hard to create growth
Today, Check Point has over US$ 2 billion of cash after acquisitions and (or actually face a 30% decline, like in 2002) instead of doubling every
stock buy-backs of more than US$ 2 billion.” year, as we had been doing. This was a big change in the company’s
culture and processes.”
Shwed: “There are many good lessons I’ve learned throughout

this process:
1. Key leaders in an organization need to be extremely flexible with the
ability to get into a completely new field and build a team and
strategy to handle it.
2. You never stop being an entrepreneur. At every step you need to
build a working and stable infrastructure, and yet still challenge
yourself with shaking things up and finding the next new opportunities.
3. In order to succeed, you need an innovative product, a growing
marketplace and a great team of people. It is impossible to succeed
without the right people, but the other factors are critical to
successful growth.
CHECK POINT S OFTWARE TECHNOLOGIES LTD C H E C K P O I N T S O F T WA R E T E C H N O L O G I E S LTD
REVENUE HEADCOUNT
IN MILLIONS (US$ M)
$ 600 1500
$ 500 1250
$ 400 1000
$ 300 750
$ 200 500
$ 100 250
$0 $0
1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005
“Whenever you do something, try to do it in the best possible way. If it

works, you will establish a precedent that will last for many years. So try
to do the right things in the right way the first time.” 
CHECK POINT S O F T WA R E T E C H N O L O G I E S LT D
Prepared by George Foster, Antonio Davila, and Ning Jia, 22 November 2010
Releases Firewall-1 Launches Launches Firewall-1 3.0 Wins RSA Acquires

product. Wins NASDAQ OPSEC wins Network security NFR Security
Best of Show award IPO Alliance Magazine industry
at Interop 94 Product of Year award
1993 1994 1996

1995 1997 1998
1995 2000 2002 2006 2007
Founded by Sun Releases Develops Announces Expands OPSEC Unveils UTM-1

Gil Shwed, Microsystems Firewall-1 OPSEC VPN-1 Product Alliance to Total Security
Marius Nacht becomes a Version 2.1 platform; builds Family include security Solution; wins
and Shlomo lighthouse interoperability assessment tools VAR business
Kramer in Israel customer award
CHINA LODGING GROUP CHINA LODGING GROUP
REVENUE HEADCOUNT
IN MILLIONS (US$ M)
China Lodging Group | China

$ 1,400 $ 6,300
$ 1,200 $ 5,400
$ 1,000
Overview : $ 4,500
$ 800 $ 3,600
The China Lodging Group, registered in Delaware, USA, with the HanTing Inns
& Hotels (NASDAQ: HTHT), is a leading economy hotel chain operator in China.
Section 7 – Executive Cases: China Lodging Group

$ 600 $ 2,700
Founded in 2005 with headquarters in Shanghai, the company since 2007 provides
$ 400 $ 1,800
business and leisure travellers with high-quality and conveniently located hotel
$ 200 $ 900
products under three brands – HanTing Seasons Hotel (business), HanTing

Express Hotel (business), and HanTing Hi-Inn (budget). As of 30 June, 2010, the
0 0
2005 2006 2007 2008 2009 2005 2006 2007 2008 2009
company had 324 hotels (187 leased-and-operated and 137 franchised-and-

managed) and almost 37,782 rooms in 51 cities across China, with another
159 in development.
CH I N A L O D G I N G G R O U P
Establishes HanTing Launches HanTing Express Awarded the “Most Establishes a Completes IPO
Club, a loyalty Hotel and HanTing Hotel Suitable Economy Hotel national network of with proceeds of
membership programme Started to develop a multiple- for Business Travelers” 236 hotels in 39 US$ 110M listed
product economy hotel chain by Qunar.com cities across China on NASDAQ
2005 SEP JUL 2007 JUN 2008 SEP DEC FEB MAR
2006 2007 2008 2009 2009 2010 2010
Founded and First round of Opens 100th hotel Launches HanTing Rebrands HanTing
opened first hotel financing with Hi-Inn, a third Hotel to HanTing
proceeds of product in portfolio Seasons Hotel
US$ 85M
Quotations from:
Qi Ji is the founder and executive chairman of the board of directors of HanTing Inns & Hotels. Prior to founding HanTing, Ji co-founded
Home Inns and Ctrip.com, which are both listed on NASDAQ.
What was the source of the initial idea, and how did that idea What was the initial growth vision or aspiration of the founding
Ji: “While working at Home Inn as CEO, I realized that the market for Ji: “After founding Ctrip and Home Inn, I realized that the huge potential
economy and budget hotels is large and the products and services for China’s servicing industry was still underserved. China has the
provided by Home Inn and most other economic hotels could be biggest population in the world and China will become the largest
substantially improved. I believed that a multi-brand hotel group with servicing market; hence, this will give birth to the largest servicing
a differentiated service level could lead to a strong market position. companies. In the past 30 years, China was famous for ‘Made-in-
However, the Home Inn board disapproved the idea and thus I decided China’; during the next 30 years, China will become known for ‘Service-
to do it anyway with a new team and other investors. in-China’. Unlike my first two companies, which I helped co-found,
I have a clear vision from the first day to build the HanTing brand to be
“When the Home Inn board decided to employ another CEO to replace number one in the world in terms of number of hotels. Yes, you hear me
Mr. Ji for its IPO and lead it as a public company, Mr. Ji realized his correctly, the largest in the world. The reason is very simple. If you are
dream and founded HanTing, which uses a three-tier branding concept.” the largest in China, you may likely be also the biggest in the world.”
Describe the strategy/business model that enabled your 4. Human resources policy. HanTing hired more than 6,000
company to achieve its high rate of growth. employees within the first five years, and have these core elements
in our HR strategy:
Ji: “Since HanTing is a late-comer to China’s hotel industry, its older • Training: HanTing established the ‘HanTing College’ to train all
peers have grown fast and have become quite large already. In levels of management in our hotel chain.
conjunction with the decision to enter this industry, we decided to focus • Qualification: Every employee and position has to be qualified.
at HanTing to be ‘premium positioned’ in the mind of our customers. • Measure and compensate: Use ‘balanced score card’ to measure
In return, they may be willing to pay slightly more and stay more performance and compensate accordingly.
frequently with us without increasing our operating cost. We have a clear
target cost-per-room and are able to maintain it. The three-tier model HanTing leverages and promotes internally its acronym for its own
permits to build the mind-share early with customers through the budget corporate values, by focusing on: H (Humanity) T (Teamwork) I (Integrity)
hotel, HanTing Hi Inn, and move them up the value chain to our N (No excuse) N (Novel).”
mid-level product, HanTing Express Hotel, and finally all the way through
to our flagship branded product, HanTing Seasons Hotel, as they Briefly describe the financing of your company and how this
progress in their career; hence, managing them through the life cycle. financing impacted the growth of your company.
In summary, the three key strategies focused on differentiating from
competition include: Ji: “Given my background as co-founder of Ctrip and Home Inns,
1. Service and products: Excel in service at the same cost per room we had a few good VC brand names that supported us early on.
– total quality management (TQM) through ‘key customer We had to raise substantial VC/PE capital in order to scale rapidly to
complaints’ – and act on it. specific milestones. CDH Venture Partners was a substantial investor
2. Location: Focus on economically more developed cities. in Series A and took the sizable stake of Series B. It all culminated
3. Branding: Three-tier brand with customer ‘Life-Cycle-Management‘. in an exciting IPO in March 2010 that was not really a great exit
Establish ‘premium’ brand first, then focus on increasing loyalty. environment on NASDAQ.
We already reached 68% of repeat customers (registered members) Series A (07-2007): US$ 85 million
in 2009, but we need to strive even higher.” Series B (07-2008): US$ 55 million
What were the major growth accelerators for your company Major VC/PE investors: CDH Venture Partners, Chengwei Ventures, IDG
in its high-growth years? Capital Partners, Northern Light and Pinpoint Investment Capital.
Ji: “There are four factors that drove growth: IPO: On 26 March 2010, the China Lodging Group Ltd went public on
1. Competition. This forced HanTing to grow very fast, especially since NASDAQ, raising US$ 110 million (offering 9 million ADRs), and traded
2007. At that time, there were several existing large hotels chains 12% higher at the end of the first day. The IPO price was set at US$
that targeted the same customer segment. As a latecomer to the 12.25 per share and traded in the first five months between US$ 13.50
market, HanTing had to be better than its competitors, both in and US$ 20.00 (5 August 2010).”
the view of customers and in managing its operating expenses.
Otherwise, we would have experienced an early death. What were the major challenges your company had to handle in
2. Demand side. The requirement for hotels in our category in China, its high-growth years, and how were they managed?
like HanTing, is higher than the supply side and may stay there for
some time, especially in the second and third tier cities in the country. Ji: “Challenges focused on the company’s ‘growth and leadership’.
3. Execution, execution, execution. We have to provide superior They include:
service and a good infrastructure at the best cost in each hotel 1. Managing a high-growth company. The key is to get everyone at the
category. We have a very disciplined, return-driven development company on the same page. If you can do that, then everybody will
model, which we have strictly followed since inception. Economies stay calm and confident when facing problems or changes.
of scale at HanTing are in our favour. 2. Managing my own aspirations and limitations. My ambitions for
HanTing have been high since I left Home Inn as their CEO. My
objective is to grow faster and bigger than Home Inn, which may
easily lead to mistakes; hence, I need to be careful. Yet, my
experience at Home Inn is very valuable this time round.
3. Professionalizing management. We transitioned successfully from a What are the key lessons about entrepreneurship and successful
smaller company managed by a legendary entrepreneur and founder, growth strategies you’ve taken from your company experience?
to a larger company managed by a professional management team
Section 7 – Executive Cases: China Lodging Group

There are some principles to pursue, which are: (a) being open- Ji: “Being this my third company as a co-founder over the last decade,
minded, (b) trusting others, and (c) respecting others. They sound I have learned a great deal.
easy but, trust me, it is much harder than you think, especially in
China, where a CEO is considered to be God.” First: To successfully start a company in China, entrepreneurship needs
to be combined with professional management because most
Give examples of dark moments or negative periods that your companies are very founder/CEO centric, and everybody expects the
company or you faced as part of your journey as an executive CEO to know it all and to make most decisions. The CEO, therefore,
with this company. becomes the bottleneck in the company but also a major risk factor.
As a result, the growth rate of the company and its maximum size are
Ji: “The negative period for the company was during the global economic determined by the CEO’s capability and his management team.
downturn in 2008. We had to slow down expansion due to fund limits Second: In the service industry, quality is the key and the customer is
and the unfavourable environment. The company then focused more on king. Given our strong culture in China, we should combine traditional
CHINA LODGING GROUP CHINA LODGING GROUP
REVENUE HEADCOUNT
IN MILLIONS (US$ M)
$ 1,400 $ 6,300
$ 1,200 $ 5,400
$ 1,000 $ 4,500
$ 800 $ 3,600
$ 600 $ 2,700
$ 400 $ 1,800
$ 200 $ 900
0 0
2005 2006 2007 2008 2009 2005 2006 2007 2008 2009
strengthening the internal management and on hotel product fine-tuning concepts with modern management (financing, technology, leadership).
related to customer feedback. We enhanced our IT system and stream- Third: When the economic environment is changing, don’t gamble.
lined workflow processes and, as a result, we successfully reduced As a professional management team that builds and operates a
costs and increased efficiencies. Eventually, our efforts during the tough company, we should focus on the business itself – i.e. focus on
CH I N A L O D G I N G G R O U P
period turned out to become a solid base for the next stage of growth profitability, how to form a professional team, and how to establish
when the economy recovers in China. The lesson we learned TIME-LINE
is that / KEY EVENTS
systems that help to scale the company. The problem in China is that
customer satisfaction is always the first priority for our business as we it is hard to find good schools that teach these basics. In manufacturing,
Establishes
are in the service industry.”HanTing Launches HanTing Express Awarded the “Most
we have Establishes
learned to scale, a service business,Completes
but in the IPO
we are still
Club, a loyalty Hotel and HanTing Hotel Suitable Economy Hotel national network of with proceeds of
membership programme Started to develop a multiple- early in Travelers”
for Business the learning curve.” 
236 hotels in 39 US$ 110M listed
product economy hotel chain by Qunar.com cities across China on NASDAQ
SEP JUL JUN

Prepared
SEP
by Martin Haemmig,
DEC
George Foster, Xiaobin He,
FEB
and Ning
MAR
Jia, 22 November 2010
2005 2007 2008
2006 2007 2008 2009 by Sinolinks/Goshawk
Supported 2009 2010
Group (Fernando Bensuaski) 2010
Founded and First round of Opens 100th hotel Launches HanTing Rebrands HanTing
opened first hotel financing with Hi-Inn, a third Hotel to HanTing
proceeds of product in portfolio Seasons Hotel
US$ 85M
IN MILLIONS (US$ M)
$ 350 10,500
$ 300 9000
$ 250 7500
Ctrip.com International, Ltd | China

$ 200 6000
$ 150 4500
Overview :
$ 100 3000
Ctrip.com International, Ltd (NASDAQ: CTRP), registered in the Cayman Islands,

$ 50 1500
is a leading travel service provider of hotel accommodations, airline tickets and
packaged tours in China. Since its inception in 1999, Ctrip has experienced
$0
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009
0
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009
substantial growth through high-quality services and has become one of the
best-known travel brands in China. In mid-2010, its market capitalization reached
approximately US$ 5 billion, and the company had more than 10,000 employees.
CTRIP.C O M I N T E R N AT I O N A L , LT D
Acquires one hotel Completed IPO Introduces the first Introduces online Introduces first
room booking operator on NASDAQ reservation system for business travel online sales system
and one air-ticket international air-ticket management for aviation accident
booking operator booking in China system insurance in China
2000 MAY DEC FEB NOV SEP MAR MAR FEB

1999 1995 1995 1995
2002 2002 2003 2004 2004 2005 2007 2008 2009
Founded and Launches national Initiates cooperation Exceeded 10 Launched

launched Ctrip centralized air-ticket with travel agency to million registered Ctrip.com
online bookings booking systeme launch packaged members English language
tour business website
Quotations from:
Qi Ji has served as director of Ctrip.com since its inception and is the current executive chairman of China Lodging Group (HanTing). He was the
CEO of Ctrip from 1999 to 2000 and its president from 1999 to early 2002.
James Jianzhang Liang is the current chairman of the board of Ctrip and was the CEO from 2000 to 2006. He worked at Oracle for nine years
and holds a Master of Science degree from Georgia Tech.
What was the source of the initial idea, and how did that idea to-consumer (B2C) model in this industry in China. Five to six years later,
evolve into a viable high-growth business venture? How did it when the company reached the number one hotel booking position
change over time? in China, we went back to the original idea and started to move the
company into a full-service agent. The order of the service rollout was as
Ji: “In 1999, there were many ‘black-box-operation’ travel agencies. follows: 1) hotel reservation, 2) air tickets booking, and 3) package tours,
Initially, we founders of Ctrip wanted to establish a full-service online which remains the smallest business area as of today.”
travel agency to provide transparent packages. At the early stage of
operation, we recognized that hotel reservations were the most What was the initial growth vision or aspiration of the founding
profitable area and didn’t require delivery and logistics. In addition, the team? Was there a sizeable change in this growth vision or
e-business environment with an online payment system turned out to aspiration over time? If a change, please describe.
be a complicated issue in China at that time. Hence, about six to eight
months into the operation, we converted the online travel agency into Ji: “The co-founders never imagined building such a big company.
a hotel reservation-focused company in order to pioneer the business- Given our international background and network, we believed that we
could raise venture capital, get listed quickly and make a bucket of investment in an online technology platform with an emphasis on
money each. As the business started to pick up, the company was outstanding user experience. Third, aggressive offline sales and marketing
offered millions of dollars to be acquired by Expedia from the United efforts, including the deployment of a team of 500 plus people to
Section 7 – Executive Cases: Ctrip.com International, Ltd

States. However, because of 9/11 and its consequences, the acquisition distribute Ctrip cards at major airports. But ultimately, it came from the
did not go through. In addition, it was only then when we realized the right strategy and strong leadership that attracted an outstanding team.
potential value and decided to build the company to a larger scale and Fourth, our human resources strategy and the development of a company
get it listed on the NASDAQ. Once we became a public company and culture have been important. Since Ctrip was an Internet-based
had access to capital from the public market, we changed our scope company, we could easily attract and motivate young people in the early
and envisioned becoming the biggest online travel agency in China. years. From the very beginning, Ctrip had an employee stock option
Wall Street perceived us as the Expedia of China.” plan (ESOP), although at that time nobody in China really
understood what it meant or how it worked. Since the travel industry
Liang: “Each founder may have a slightly different horizon. The finance paid low salaries, we focused on above-average pay through
guys usually have a shorter term perspective. I recalled in the early days, performance measures. We implemented the ‘Balanced Score Card’
Ji Qi and I talked about how we would walk into every hotel and get system, by which executives could get 50% of their total package as
treated like kings (sort of achievement oriented). But I would say at the bonus; other managers, 50%; and employees, 10 to 15%. After the
end of 1999, during the bubble times, more than any other time in the NASDAQ listing, Ctrip strengthened its employee training and initiated
history, entrepreneurs tended to have a short-term perspective, not just a career development programme. With the rapid growth of the
in China. Being acquired by some foreign firms was never seriously company, we started to strengthen the corporate culture of Ctrip,
pursued, because listing was a much more common exit. Of course, which centred around: ‘C’  Customer; ‘T’  Teamwork; ‘R’
after the bubble burst and IPO required making significant profit again,  Respect; ‘I’  Integrity; ‘P’  Partnership.”
I had to start thinking [about] building the business for the long term.
Looking back, the five-to-10-year plan I did in 2001 and 2002 was Briefly describe the financing of your company and how this
surprisingly accurate.” financing impacted the growth of your company.
Describe the strategy or business model that enabled Ji: “Early good VC (venture capital) brand names were key in order to
your company to achieve its high rate of growth. scale rapidly to reach specific milestones and to attract leading VC
(venture capital) investors into the second and third round of financing.
Ji: “It was the ‘early-mover’ (not necessarily first mover) advantage in
the online reservation market with the focus on attacking the traditional 1. Series A: RMB 325 million (US$ 40 million) from China Enterprise
hotel reservation agencies. By using the Internet platform, we could Investment. IDG China, Ecity Investment, etc.
quickly reach customers nationwide at a very low cost and at their 2. Series B: RMB 543 million (US$ 65 million) from Carlyle Asia, CIPA
convenience (24/7). The new business model offered another advantage. Company Investment, Softbank Asia, IDG, SI Technology
We started to understand the value of digital information. The ability to Investment, Orchid Asia, etc.
reach customers online allowed us to provide more services at a very 3. Series C: RMB 181 million (US$ 22 million) from Tiger, IDG China,
low cost and provide customers last-minute special discounts. None of Modern Express, etc.
the traditional travel agencies could do this at a large scale. Apart from
market coverage and cost advantage, another growth driver was related “On the day of IPO (9 December 2003), Ctrip (NASDAQ: CTRP) opened
to company organization. Execution at every step in the value chain at US$ 24.01 and closed at US$ 33.94, representing an 88% increase
and processes within our organization were key growth factors. This above its offering price of US$ 18. The company raised US$ 76 million
was very difficult, because we couldn’t get experienced staff in this field, on its IPO. In H1, 2010, the stock traded between US$ 31 and US$ 44
and we had to learn quickly from mistakes.” per share, resulting in a market cap of approximately US$ 5 billion.”
What were the major growth accelerators for your company

in its high-growth years?
Liang: “First of all, the establishment of a call centre with high quality
service differentiated us from other online players. Second, heavy
What were the major challenges your company had to handle in found a way to do this, by using person-to-person selling at the airports.
its high-growth years, and how were they managed? “The second difficult period was during the SARS epidemic. Our sales
volume dropped almost 90%. We faced a tough situation of how to survive
Ji: “They were very diverse and market-, founder- and company-specific this period. We worked with our employees to implement a pay cut
to Ctrip: so that we did not have to lay off too many people. This arrangement
1. First was dealing with managing rapid changes in the industry. The eventually allowed us to recover quickly when the epidemic was over.”
dot-com crash in 2000 and 9/11 reduced our business volume; What are the key lessons about entrepreneurship and successful growth
hence, we had to focus on profitability. Just prior to the market strategies you’ve taken from your company experience?
crash, we acquired three leading hotel companies, which had low
P/E ratios. Ji:
2. Second was cooperation among four co-founders and keeping the 1. “The initial idea and business model of a start-up will evolve over
team together. Each of the co-founders is a great entrepreneur time. The key is to quickly adapt and navigate through uncertainty.
and can run a company independently. We all had different views 2. In high-growth companies, you need to respect and leverage
and quarrelled about Ctrip’s future direction during challenging diversity in the skill set of the management team. However, everyone
economic times. Some co-founders even considered leaving the should share the same values and dreams.
CTRIP.COM INTERNATIONAL, LTD C T R I P. C O M I N T E R N AT I O N A L , LT D
REVENUE HEADCOUNT
IN MILLIONS (US$ M)
$ 350 10,500
$ 300 9000
$ 250 7500
$ 200 6000
$ 150 4500
$ 100 3000
$ 50 1500
$0 0
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009
company, but job options during the economic downturn were 3. When starting a company, try to leverage market hype and ride the
limited. Luckily, our market in China bounced back, and we focused wave early. However, don’t lose sight of the fundamentals, which
again on moving the company forward. are focus on customer satisfaction and early profitability. In other
3. Third was focusing on profitability, especially in an uncertain words, ensure operational excellence, which is a challenge in China,
CTRIP.C O M I N T E R N AT I O N A L , LT D
economic environment. As we were worried about cash shortage, due to high staff turnover. This is why ESOP is helpful to keep
TIME-LINE / KEY
we developed a plan to get the company to profitability quickly.” EVENTS
[employees]. And bonus paid on profitability also helps in this part
of the world.
Give examplesAcquires
of darkone hotel
moments Completed
or negative IPO that your
periods Introduces the first operating as
4. When Introduces online
a foreign company in China,Introduces
you mayfirst
need to
room booking operator on NASDAQ reservation system for business travel online sales system
company or you faced
and as part of your journey as an executive
one air-ticket air-ticket
international management entities to enable for
set up PRC and international a manageable
aviation accident
booking operator
with this company. booking in China system
business operation. insurance
For example, Ctrip today has in China
over 17 entities
1999 2000 MAY

1995
DEC FEB
1995
NOV
1995
SEP
in mainland China,
MAR USA, Hong Kong and Taiwan,
MAR FEB which are all
2002 2002 2003 2004 2004 2005 2007 2008 2009
Liang: “There were two difficult time periods for us. The first one was consolidated.” 
duringFounded
the dot-com
and bust period. We were
Launches not profitableInitiates
national at thatcooperation
time, and Exceeded 10 Launched
launched Ctrip with travel agency to
centralized air-ticket million
Prepared registered
by Martin Ctrip.com
Haemmig, George Foster, Xiaobin He, and Ning Jia, 22 November 2010
all VCs seemed to disappear. We had to adopt a very down-to-earth
online bookings launch packaged
booking systeme members English language
Supported by Sinolinks / Goshawk Group (Fernando Bensuaski)
strategy and save every penny on sales and marketing.tour
Fortunately,
business we website
DocSolutions | Mexico
Overview : DOCSOLUTIONS DOCSOLUTIONS
DocSolutions specializes
REVENUE
in the design and operation of customized
(PESOS)
HEADCOUNT
solutions
for document management and information processing. Founded in 2001 by
$ 200,000 200
Section 7 – Executive Cases: DocSolutions

brothers Guillermo and Gabriel Oropeza Ibáñez, their father, Gabriel Oropeza
$ 180,000 180
Griffith, and their sister, Estela, the company is family held with 100% Mexican
$ 160,000 160
capital. Currently, DocSolutions operates seven document centres covering over

$ 140,000 140
$ 120,000 120
10,000 square metres (107,000 square feet), located in two industrial parks in
$ 100,000 100
the northern area of Mexico City (Cuautitlán). The company employs over
$ 80,000 80
300 full-time workers, and the yearly average for project-based personnel is
$ 60,000 60
typically between 500 and 1,000 employees. The company has evolved its
$ 40,000 40
strategy over time to become a more forward-looking information management

$ 20,000 20
company. It aims to cover the whole document life cycle, including the
$0
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 est
0
2001 2002 2003 2004 2005 2006 2007 2008 2009
front end of the document production process as well as the back end storage
of physical and digital documents. In 2008, DocSolutions was announced as
an Endeavor company.
DOCSOLUTIONS
First year of operations. Increased Gains ISO 9001:2000 Begins international Begins regional
First document center employee base certification expansion to Spain. expansion within Mexico.
opened from 20 to 500 Gains ISO 27000 Becomes leader in the
certification Mexican Market
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
DocSolutions Wins the largest contract Strongly diversifies Wins largest contract in Receives Endeavor Obtains government
founded in Mexican history with client base the history of document Entrepreneur of the certification to digitalize
INFONAVIT, a national processing and Year award customs documents with
mortgage loan provider database creation legal authority
Quotations from:
Guillermo Oropeza Ibáñez is the co-founder and currently director of development and planning at DocSolutions. He has a BS and
a MS in mechanical engineering from the Massachusetts Institute of Technology. His brother Gabriel (Notre Dame: MBA) is the commercial director.
The current CEO/director is Marcelo Cohen.
evolve into a viable high-growth business venture? How did it team? Was there a sizeable change in this growth vision
change over time? or aspiration over time? If a change, please describe.
Guillermo Oropeza: “All we knew from the start was that we wanted Guillermo Oropeza: “We knew from the outset that we wanted to
to build a business, but we didn’t know what type, so we defined a set create a scalable business that we could make big and continue to
of principles and criteria around which our business would be based. grow. But we didn’t even think as a joke that nine years later we would
We wanted a business-to-business model with the biggest market have the goals that we have today. Our goals are now highly ambitious
possible, with the ability to penetrate into many different companies and would have seemed completely unattainable when we were starting
and industries, while adding value to our clients. We wanted something up. We now see our goals as high, but reachable. We have grown 100
that was not capital-intensive – a business that would finance itself times from year two to year nine, and our goal is to grow 10 times more
upon gaining some momentum. And we wanted to make it big. Luckily, in the next five years. When we look back, we now have the satisfaction
someone knocked on our door offering us record storage services, and and confidence that things can be done. We’ve taken the bar very high,
we said, ‘This could work with our requirements’. So we did a study of and we need to keep up with our self-created aspirations, but we know
the market and founded the company in 2001. However, the business we should not be frustrated and that we should have the patience to
model we had chosen came up short. While it required low investment get there – it’s important to think towards the future and not forget that
levels allowing us to step in, these low barriers of entry quickly allowed entrepreneurs are long-distance runners more than sprinters. We are
others to do the same, so it gradually started to fill up with competitors. endurance athletes and, consequently, our goals are long-term.”
We realized our business then could be described and understood as
a real estate business, in which companies rented storage space for Describe the strategy or business model that enabled
their documents. Market opportunities and pressure at the same time your company to achieve its high rate of growth.
allowed us to change our paradigm. We began to understand that those
boxes we were storing at our facilities had information and that this Guillermo Oropeza: “Staying true to our initial vision around document
information once had a lot of value sometime upstream. With this subtle management, we began complementing our services and participating
emphasis shift, we began to realize that there was a lot of value to be in different but related industries – first in storage of hard copy of
delivered and captured by managing information at the earliest stages, documents, then we began moving backward to document-based busi-
rather than stepping in late only to store old documents. We understood ness process outsourcing, then one more step backward to develop the
the value of information at its earliest stages, and developed a complete technology for Enterprise Content Management (ECM). That integration
set of services to manage it all throughout its life cycle. So we changed of operating and technological capacity put us in a ‘sweet spot’ that
from a real-estate company to a technology company in which we made a lot of sense to clients. The integration of these three industries,
connect directly with the information flows and the processes supported both on the physical and digital planes, really integrates a business’
by documents, offering a far more efficient, integrated and sophisticated entire model. But that’s only the theoretical element. The practical
service than our competitors.” element is our proven capacity for execution. This capability has
provided us with great references and increased our contracts
exponentially through reputation. We began to gain prestige based
upon our execution. Having a great idea is essential to any good
business, but it means nothing without being able to efficiently put
your idea into practice. Execution assures a business’ future. This is
the combination that has given us our success, our high growth rate.
“If the business grows, everyone that forms part of the business grows
with it. To get the best results you have to get your sleeves dirty, get
down in the trenches. This is fundamental because you can’t have a
winning team if it doesn’t feel like it is part of something bigger. You
must make your collaborators think like you, maximize risks, reduce
costs, deliver on time, exceed the client’s expectations and generate
long-term relationships. This type of execution allowed us to win our first
big contract and take the business, in our second year of operations,
from 20 to 500 employees in one month.”
What were the major growth accelerators for your What were the major challenges your company had to handle in
company in its high-growth years? its high-growth years, and how were they managed?
Guillermo Oropeza: “What has given us our accelerated growth has Guillermo Oropeza: “At the beginning there were some moments
Section 7 – Executive Cases: DocSolutions

been successfully and repeatedly implementing our business model. where it seemed like it would take forever to reach the break-even
That is, we have hit home runs over and over again, while we have point. There was a lot of anguish initially with our family having to put in
built enduring and long-lasting relationships with our clients. The more and more money, but we knew we would come out on top. You
experience and reputation that this has given us, directed intelligently have to be an optimist and try to believe that the business will succeed,
towards each subsequent project, is a great takeoff point for our next although that can be the most difficult part. Among the most difficult
big step. The sum of these steps is what gives you accelerated growth. challenges was to land the first big project, but more importantly was
The key has been not to hit a home run and then be happy with it. actually executing. That was a mega challenge. I think that maintaining
If we stay in our comfort zone then the motivation to grow is lost, and a steady rhythm of growth has been, in itself, our greatest challenge.
growth is the principal objective of the company. That allows us to That has translated into many sub-challenges: to go from losses to
create a company with ever higher standards and capacities. Each year, profits, to get through that negative period. Then, to continue betting on
we have at least one big project, and a huge reason as to why we are the company with process-oriented people, new technologies and new
continually able to hit home runs is due to the credentials that the process continues to make the company more efficient and increases
previous home runs have given us. More credentials lead to more its growth capacity. Investing your resources drains you, but it’s a bet
projects, which lead to more credentials. It’s a virtuous cycle.” for the future. It’s also quite difficult to attract good people to come on
board and then inspire and incentivize them to stay on board. Since
Briefly describe the financing of your company and how this you’re betting on a project that is just being born, those people must
financing impacted the growth of your company. also bet on the future of the company as much as you. Because the
projects are won by people, they must be motivated to look beyond the
Guillermo Oropeza: “We began with a relatively low investment. When obstacles, which are innumerable.
we identified the type of business we wanted to have, we drew up a
business plan, which laid out the required initial investment and what “Now that we have a more significant size and have gone international,
kind of costs we would confront over X period of time. So we knew, we have new kinds of challenges: communication, cultural issues,
more or less, what was needed to start up. Our father handed us a living wanting to be there face-to-face with a client but not being able to, and
inheritance so that we would have a boost to begin our lives, telling us, having to trust and delegate to your people. We also need to be more
‘Here is your inheritance, do with it what you will’. We decided to join alert about what is going on in the world and continuously improving
forces and used it as the seed capital for our business and that’s what and polishing our business model. That is, we must maintain a certain
gave life to DocSolutions. In the beginning, the business was financed degree of constant anxiety and unconformity about the way the
with this money, and since it was not a capital-intensive business, business is going in order to stay motivated to innovate and grow the
it quickly began to finance itself with the income. Today, the company company. This is the engine that allows us to move the organization
is totally solvent, profitable and debt-free. We are in a fairly enviable forward and make it better at every level.”
financial position at the moment.”
with this company.
Guillermo Oropeza: “Losing a project that you’ve worked hard for

really hurts. It is tough to put forth all your efforts and resources and
know you are among the finalists and then not win a project despite
displaying your best practices and principles. But after accepting the
loss, we must look up, and keep on going.”
Guillermo Oropeza: “These are the key takeaways for me:

• Diversify the client base; don’t service only one industry or sector of
the economy. Always have many fronts.
• Don’t be afraid to take the first step and become an entrepreneur.
And by this I mean the continual process of entrepreneurship, to
create a new project or expand to a new region. Be cautious, of
course, but you must be ever more daring than shy. Trust your
feelings, and even without having performed all the analytical work,
bring the right people around you and you’ll have a winning strategy.
• Bring together a team of people that share your vision, and have an
attitude of winners. Especially those that are at the top, responsible
for the operations and development of the business.
DOCSOLUTIONS DOCSOLUTIONS
REVENUE HEADCOUNT
(PESOS)
$ 200,000 200
$ 180,000 180
$ 160,000 160
$ 140,000 140
$ 120,000 120
$ 100,000 100
$ 80,000 80
$ 60,000 60
$ 40,000 40
$ 20,000 20
$0 0
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 est 2001 2002 2003 2004 2005 2006 2007 2008 2009
• Understand your business from the outside. Extracting yourself from

the day-to-day and looking at it from the outside in can be extremely
difficult, but ultimately a game changer.
• Look towards the whole industry to be aware of what’s going on
DOCSOLUTIONS
and constantly compare your business to find new areas of
opportunities. TIME-LINE / KEY EVENTS
• Develop key strategic alliances with partners that naturally

First
complement yearTreat
you. of operations.
your partnersIncreased
fair. Gains ISO 9001:2000 Begins international Begins regional
First document center employee base certification expansion to Spain. expansion within Mexico.
• The last would
openedbe to look at every corner fortothe
from 20 500possibility to Gains ISO 27000 Becomes leader in the
certification Mexican Market
innovate, and never pass up a business opportunity, regardless
2001
of how challenging
2002
you might think
2003
it will be.”2005
2004
 2006 2007 2008 2009 2010
Prepared by George Foster andWins

DocSolutions Endeavor Center for
the largest High Impact Entrepreneurship,
contract Strongly diversifies Wins largest contract in Receives Endeavor Obtains government
founded
24 November 2010 in Mexican history with client base the history of document Entrepreneur of the certification to digitalize
INFONAVIT, a national processing and Year award customs documents with
mortgage loan provider database creation legal authority
eAccess & EMOBILE eAccess & EMOBILE
eAccess & Emobile | Japan

REVENUE
IN MILLIONS (US$ M)
HEADCOUNT
$ 1200 1200
Overview :
$ 1000 1000
Listed on the Tokyo Stock Exchange (TSE), eAccess and EMOBILE are group
$ 800 800
companies with a focus on broadband communications. Established in December
Section 7 – Executive Cases: eAccess & EMOBILE

1999, eAccess is a leading ADSL wholesaler and was one of the fastest companies
$ 600 600
in Japan to go public after its inception. About one-third of the cable broadband
$ 400 400
market is ADSL (US$ 3.4 billion), which the company shares with the NTT Group
and Yahoo!BB (Softbank Mobile). Founded in January 2005, EMOBILE started
$ 200 200
mobile, broadband, data-communication services in March 2007 with a proprietary

$0 0
network across Japan. The US$ 100 billion mobile market in Japan is shared
1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009
among five companies that offer nationwide mobile phone service (NTT DoCoMo,
Softbank Mobile, KDDI/au, Willcom and EMOBILE).
eAccess & EMOBILE
Launches ADSL Acquires ISP Establishes EMOBILE EMOBILE raises EMOBILE eAccess
commercial service business as a wholly-owned US$ 3.5 billion commences consolidates
from AOL subsidiary capital (equity voice service with EMOBILE
& loan) (reverse merger)
NOV OCT OCT JUL NOV JAN NOV MAY MAR MAR JUN JUL OCT
1995 1995 1995
1999 2002 2003 2004 2004 2005 2005 2006 2007 2008 2009 2010 2010
Establishes IPO at TSE, Listed in First EMOBILE EMOBILE eAccess fully Starts 42
eAccess Ltd. Mothers Section at TSE granted Japan commences integrated Mbps mobile
mobile license data service ACCA data services
Networks
Quotations from:
Sachio Semmoto is a five-time serial entrepreneur in Japan in the telecommunications market. A graduate engineer from Kyoto University, he
joined NTT, the national telecom company, in 1966. In the 1970s, a Fulbright scholarship enabled him to earn his PhD in engineering from the
University of Florida, and he then returned to NTT. With deregulation in 1984, he started DDI (today KDDI), a wire-line rival telephone company to
NTT, with the backing of Kyocera and Sony. Profitable within three years, KDDI spawned a wireless carrier (now called au) and the Willcom wireless
data service. After his tenure as a professor at Keio University (1996-1999), Semmoto launched eAccess (an ADSL provider) in November 1999
with Eric Gan, and the company went public in October 2003. In 2005, at the age of 62, Semmoto started EMOBILE, within eAccess, to expand
into the mobile broadband market. While the eAccess management team is Japanese (except for Hong Kong-born Eric Gan), the outside directors
of the board are predominantly from Asia, Europe and the US, which is uncommon in Japan. Semmoto is an outsider by any dimension,
challenging the status quo of traditional Japanese management practice.
What was the source of the initial idea, and how did that idea “According to the latest Wireless Intelligence database, EMOBILE (1)
evolve into a viable high-growth business venture? How did it controlled only 2% of the Japanese market at the end of Q2-2010
change over time? but took a 12% share of new customers during that quarter and (2)
accounts for 11% of the country’s HSPA (high-speed) connections.
Semmoto: “There were three key elements: EMOBILE has grown its connection base by 52% year-on-year, with
• Market needs, which evolved historically from the Internet era to the none of its competitors managing double-digit growth over the same
IT revolution and eventually to the broadband explosion period. Needless to say, such a growth rate is associated with the pain
• International survey, which showed that US companies (e.g. Covad, of growth, but we have been able to navigate through this quite well.”
Northpoint Communications and Rhythms NetConnections) are
modeled the way Describe the strategy or business model that enabled your
• Filling gaps in the Japanese market, which started to evolve through company to achieve its high rate of growth.
deregulation and the availability of venture capital with local exits”
Semmoto: “To be a good example of a startup in a competitive
“The changes over time were significant in the development of the environment that is dominated by a few 800-pound gorillas, we had to
broadband market from fixed-line to the mobile communication market: be innovative, frugal and fast. We focused on (1) acquisitions and
• One-and-one-half years later than eAccess, Softbank (led by partnerships, (2) business model innovation, and (3) cost leadership.
Masayoshi Son), entered the fixed-line ADSL broadband market and
slashed the prices in the Japanese market by 50%. This paved the 1. Acquisitions and partnerships. “To gain scale for eAccess in the
way to a dynamic, innovative and competitive environment. telecom market, in July 2004 we acquired the profitable ISP
• Despite its high-tech wizardry, Japan was trailing in the Internet age business from AOL Japan. In January 2008, eAccess took a 9.5%
due to monopolistic market forces. At the end of 1999, only about minority stake in UCO (a fiber-optics communication unit). In
20% of the population was online, compared with 40% in the United addition, eAccess acquired the ADSL business of Tohoku Intelligent
States. Moreover, prices were high; a heavy Internet user would pay Telecommunications Co Ltd, a provider of communication services.
up to US$ 200/month. In November 1999, we entered the ADSL Finally, eAccess acquired the remaining shares of ACCA Networks in
fixed-line market with eAccess to provide low-cost, flat-rate services June 2009, in order to almost double our ADSL market share in
at US$ 25/month, and prices fell another 70% by 2006. Japan. EMOBILE Partnerships: we initially partnered with reputable
• With the ADSL business slowing, I decided with Eric Gan in 2005 Ericsson for the large-city infrastructure rollout. Later, we teamed
to enter the mobile market (phone and data) with EMOBILE. up with Huawai (China) for the rest of the national network and for
EMOBILE introduced mobile broadband data service and created some handheld consumer devices. For OEM devices (PCs and
a totally new market.” telephones), we had our technology embedded to gain scale.
Finally, on the distribution side, we pushed for shelf space in
What was the initial growth vision or aspiration of the founding the most popular chain stores across the nation and gained
team? Was there a sizeable change in this growth vision mindshare from the consumers through aggressive and innovative
or aspiration over time? If a change, please describe. marketing campaigns.
2. Business model innovation. For eAccess: ‘Coopetition’ in technology
Semmoto: “It may sound visionary and very ambitious, but we believed and the market. For EMOBILE: Be ‘first’ in everything we do
in the impossible dream of changing the world and providing ADSL to (technology and market approaches). We clearly understood the
the masses at affordable prices. This provided value for (1) the users and customer needs, our competition (I had worked for three of them, of
society, (2) the shareholders, and (3) the employees and their families. which I was the founder of two) and the dynamics in the market. In
“Changes happened over time because consumer preferences for mobile addition, we were riding the wave of deregulation with new licenses.
usage provided new and amazing business opportunities that had not 3. Cost Leadership with EMOBILE. We developed and partnered. Look
been part of our initial vision. We therefore jumped on the bandwagon to at our cost structure of the infrastructure vis-à-vis our competition –
complement our fixed-line ADSL business with mobile services by forming 1/10 per installation site, 1/9 for antenna space-rents, 1/5 for
EMOBILE, a subsidiary of the ADSL provider eAccess. EMOBILE was electricity costs (no air conditioning needed), and 1/3 of backbone
one of three companies granted new mobile licenses by the Japanese cost (own IP).”
government in 2005. We subsequently carved out a niche in delivering
mobile broadband services via dongles and PC data cards. We have
steadily increased data speeds on our HSPA network over the past few
years in a bid to keep it ahead of our more established rivals.
What were the major growth accelerators for your company corporate culture in them early. They do not have to unlearn first.
in its high-growth years? In this manner, we ensure a continuous learning path to help them
grow. They are eager to do so, and we keep them hungry to excel.”
Section 7 – Executive Cases: eAccess & EMOBILE

Semmoto: “They differ between the ADSL and mobile business. We need
to be first in everything we do: (1) technology, (2) market. We were first Briefly describe the financing of your company and how this
in Japan’s mobile broadband market in 2007 with flat-rate for 3.6 Mbps, financing impacted the growth of your company.
2007 with 7.2 Mbps services, 2009 with 5.8Mbps uplink speed, 2009
Japan’s first 21Mbps services, and in October 2010 with 42Mbps services. Semmoto: “The financing for eAccess (established in November 1999)
and EMOBILE (established in January 2005) were very different.
eAccess accelerators
• Deregulation eAccess (total of ¥ 160 billion over 10 years, approximately US$ 1.5 billion)
• Tough competition (speed and price) and market growth • Private equity financing (2000-2001; closed last round just before 9/11)
• Cost sensitivity • Project financing (June 2002)
• IPO on TSE Mothers (October 2003)
EMOBILE accelerators • Euro-Yen convertible bond (June 2004)
• Flat-rate service • Domestic straight bond (March 2005)
• Bundled service of PC and communication with low initial charge • Bank loan (May 2008)
• Pocket WiFi (mobile everywhere through mobile hot spot) • Bank loan (July 2009)
“EMOBILE’s latest upgrade in October 2010 to 42 Mbps on our high- EMOBILE (total of ¥ 363 billion over one year, approximately US$ 3.3 billion)
speed 3G network is an attempt to maintain its unique position in the • Equity financing, five rounds at different valuations within eight
Japanese market, where it is positioned more as an ISP than a mobile months (August 2005, October 2005, November 2005, March
operator. The latest upgrade also means that EMOBILE has attempted 2006, April 2006), totaling ¥ 143 billion (US$ 1.3 billion)
to double peak download speeds every year since its inception (call it • Loans, ¥ 220 billion (US$ 2.0 billion)
Semmoto’s Law in telecom). Due in part to its highly-developed fixed
broadband market, mobile broadband has been less of a focus for the “The rollout of a nationwide mobile network with about 3,000 antennas
larger operators in Japan, which has allowed EMOBILE’s data-centric is very capital intensive, but that is the best way to differentiate our
business model to flourish. EMOBILE is banking that HSPA+ (84 Mbps company from the competition, both in technology and in services.”
in 2012) is more than a short-term solution. Even in a relatively small
geographic market such as Japan, nationwide LTE (long-term evolution) What were the major challenges your company had to handle in
coverage (+100 Mbps) will take time and will initially be limited to the its high-growth years, and how were they managed?
main urban centers. In the meantime, EMOBILE should be able to offer
Japan’s fastest network speeds in most local markets using HSPA+. Semmoto: “The two business entities experienced different challenges.
HR Policy: Our HR policy has been an important growth accelerator. eAccess

Key elements include: • New entrant. Softbank Mobile, the major shareholder of Yahoo!BB,
• The initial core members of our team all came from the personal and introduced a flat rate at half the market price in 2001, shaking up
industrial relationships, so it was instantly a cohesive team that the market.
could function from the very beginning. We all were business and • Collapse of IT bubble. and tough financing – Raised ¥4.5 billion ($42
operating people and technology experts in the telecom world. million) in 2000 and ¥4.0bn ($34 million) in 2001 through Carlyle,
In addition, several key people joined us from the competition, since just prior to 9/11.
we had a much more entrepreneurial environment. • Failure of IPO. Withdrew December 2002 IPO plans (insufficient
• From the early days on, we had an employee stock option plan demand).A new COO successfully prepared the September 2003 IPO.
(ESOP) for all employees. After the IPO of eACCESS, we launched
a new ESOP (2005-2009), and in conjunction with the re-integration EMOBILE
of EMOBILE into eAccess, we renewed another ESOP, since we • Get mobile license. Softbank Mobile quarreled with the government,
wanted to attract and retain the best talents possible into the future. and EMOBILE was the beneficiary from this process
• We continuously hire new and hungry graduates and instill our (license for 1.7GHz).
• Mobile network construction – 3,000 base stations required across What are the key lessons about entrepreneurship and successful
the country. Google Map was used to seek (cheaper) alternative sites. growth strategies you’ve taken from your company experience?
• Huge financing needs – Extreme needs within 1 year of ¥ 363 billion
(US$ 3.3 billion) of which ¥ 143 billion (US$ 1.3 billion) in equity and Semmoto: “They are related to markets, technology and leadership:
¥ 220 billion (US$ 2.0 billion) in loans. • Catch the wave of emerging trends early, but then drive for market
and technology leadership
NOTE: “eAccess and ACCA Networks Co businesses both suffered when • Plan well in advance, but be ready for radical challenges from the
they failed in December 2007 to win licenses to supply next-generation market (then adjust quickly)
wireless services via WiMAX technology. Consequently, eAccess took an • Take bold risks (e.g. from ADSL to mobile), but try to mitigate as
equity stake in ACCA and eventually completed a 100% acquisition and much as possible
integration in June 2009.” • Don’t compromise on partners, but be sure the partnership is
mutually beneficial for all parties involved
Give examples of dark moments or negative periods that your • Set high targets and be positive, but adjust (e.g. sales targets to
company or you faced as part of your journey as an executive higher levels) if the market picks up faster than expected
with this company. • Never look back once you decided to go ahead, but make sure you

eA ccess & EMOBILE eAccess & EMOBILE
REVENUE HEADCOUNT
IN MILLIONS (US$ M)
$ 1200 1200
$ 1000 1000
$ 800 800
$ 600 600
$ 400 400
$ 200 200
$0 0
1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009
Semmoto: “In June 2001, when a new competitor (Yahoo!BB/Soft- don’t repeat mistakes (self-inflicted wounds).
bank) entered the ADSL market with extreme pricing (flat rate at half the • Never give up and do continue until you succeed, but be open
market price), I felt that our company might not be able to survive. The to alternative routes to get there
competitor’s strategy was to acquire mass subscribers with extremely • Be both bold and patient, but be willing to help drive policy changes
eAccess & EMOBILE
low prices (although at a high acquisition cost), leveraging its financial at the governmental level, even if it proves painful
TIME-LINE
power. The competitor could tolerate considerable losses in an initial / KEY
• EVENTS
Always take the higher level of challenge, but ‘walk the talk’,
stage and aimed to capture earnings over time. As eAccess was a pure especially if you challenge the status quo or go for ‘mission
Launches
start-up with limited ADSL
funding ability, we Acquires ISP for steady
had planned Establishes
growthEMOBILE EMOBILE raises
impossible’ EMOBILE eAccess
commercial service business as a wholly-owned US$ 3.5 billion commences consolidates
over time, while focusing on profits in the short
from AOL term. However, because
subsidiary • Thank all the
capital people who voice
(equity support you, but be
service sure
with you give the
EMOBILE
& loan) (reverse merger)
of the destructive new entrant, we were forced to fundamentally change credit to those who really deserve it (don’t decorate yourself)
ourNOV
business plan.
OCT We thoroughly
OCT
1995
reviewed
JUL the 1995
pricing
NOV strategy,
JAN
1995
subscriber NOV However,
MAY everything
MAR depends
MAR on
JUN the corporate
JUL culture
OCT you create
1999 2002 2003 2004 2004 2005 2005 2006 2007 2008 2009 2010 2010
forecast, and cost structure and then developed a new business plan and the leadership team you hire to execute the company’s
in a very short time. Consequently,
Establishes we were able to
IPO at TSE, redesign
Listed in Firsta business strategy.” 
EMOBILE EMOBILE eAccess fully Starts 42
eAccess Ltd. Mothers Section at TSE granted Japan commences integrated Mbps mobile
structure that led to further growth. In other words, the initial threat turned mobile license data service ACCA data services
Prepared by Martin Haemmig and George Foster, 17 November 2010
out to be an opportunity in streamlining our business for the long term.” Networks
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IN MILLIONS (US$ M)
$ 9,000 $ 9,000
eBay | US
$ 7,500 $ 7,500
$ 6,000 $ 6,000
Overview :
$ 4,500 $ 4,500
Short for Echo Bay Technology, eBay had its genesis as a person-to-person
$ 3,000 $ 3,000
Internet commerce site. It was set up as a trading platform that promoted efficient
exchanges between sellers and buyers. Formed in Silicon Valley, eBay grew out
$ 1,500 $ 1,500
Section 7 – Executive Cases: eBay

of AuctionWeb, an online open marketplace Pierre Omidyar had launched in
$0 $0
1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009
September 1995. While not the first mover in the online auction space, eBay
was the first company to significantly scale. Its subsequent continued growth
has positioned it as a major online commerce company.
eBay
Jeff Skoll Benchmark eBay goes Acquires Acquires iBazar Makes equity Sells Skype for
becomes first invests US$ IPO Alonde.de in with its investment in US$ 2.75B
President 6.7M Germany European sites China’s
from AOL EachNet
SEP NOV 1996 MAR SEP FEB JUN FEB FEB JUL JUL SEP NOV
1995 1997 1995 1995
1995 1996 1998 1998 1998 1999 1999 2000 2001 2002 2003 2005 2009
Omidyar Online Hires Meg Whitman Enters joint Enters joint Acquires Acquires Skype
launches transactions as CEO/President venture in venture with PayPal for for US$ 2.6B +
AuctionWeb and listings Australia with NEC in Japan US$ 1.5B future payments
site undergo rapid eCorp
growth
Quotations from:
Pierre Omidyar has been eBay’s Chairman since he founded the company in 2005. Before starting eBay, he had co-founded Ink Development
Corporation, which later became eShop and was acquired by Microsoft. After graduating with a BS in Computer Science from Tufts University,
Omidyar went to work at Claris, a subsidiary of Apple Computer. He is the co-founder and founding partner of the Omidyar Network, which aims to
“enable people to connect over shared interests and build individual businesses.” In 1996, Omidyar hired Jeff Skoll as the company’s first
President (1996-1998). Skoll wrote the original business plan, which laid out much of the path eBay subsequently followed. A serial entrepreneur
during his University of Toronto and post-graduation years, Skoll received an MBA from Stanford University (1993-1995). He then joined Knight
Ridder in the online media projects area. In 1999, he founded the Skoll Foundation, a leading supporter of social entrepreneurship. Skoll is also
active in producing movies that promote social causes via his company Participant Media. Brad Handler was the first in-house counsel for eBay
(1997-2001). He has degrees from the University of Pennsylvania and University of Virginia School of Law. In 2002, Handler co-founded Exclusive
Resorts, a successful vacation home concept aimed at the high-end of the market. Matt Bannick was a member of eBay’s executive staff from
1999 to 2007. He played a key role in the international expansion of eBay’s operations. He is now managing partner of the Omidyar Network.
What was the source of the initial idea, and how did that idea Handler: “The original idea of Pierre Omidyar (the founder of eBay) is
evolve into a viable high-growth business venture? How did it still the driving force of eBay. Person-to-person commerce on the
change over time? Internet can and will work if you provide people with background rules
and a friction-free platform for online commerce. Over time, certain
Omidyar: “When I first came up with the idea for what I originally called safeguards were added, such as trust and safety initiatives, credit card
AuctionWeb, it was really an experiment. I didn’t necessarily begin with processing and intellectual property protection programmes.”
the goal of starting an online trading company. I wanted to take an
existing model around marketplaces and see if it could work in the What was the initial growth vision or aspiration of the founding
virtual world. I had a basic belief that most people are good, and I team? Was there a sizeable change in this growth vision or
started there. Today, I still believe that is true. aspiration over time? If a change, please describe.
“One of the fascinating things I saw early on was the self-organizing Skoll: “The vision was to create the premiere online trading community
nature of the eBay community. They created their own set of values and in the world. The company grew faster than the original business plan,
norms. Buyers and sellers saw opportunity in the platform, and the exceeding its five-year goals in the second year.”
community rallied around the opportunity. The technology played a
key role because it helped level the playing field and allowed users to Handler: “The initial plan was to reduce barriers to person-to-person
connect to one another in ways that would not have happened in the trading. That vision has not changed. However, over time, eBay has built
physical world. Feedback Forum was added to the platform early on a large business, enabling business-to-consumer trading. eBay also
when I realized that people had no easy way to verify the transactions expanded into ‘Buy It Now’ offerings, providing a non-auction format for
and share their experiences with others in the community. The trust this person-to-person commerce.”
created for both buyers and sellers has been critical. Ultimately, eBay
created opportunity for people to support themselves financially. The Describe the strategy or business model that enabled
platform provided a level playing field for millions of people. your company to achieve its high rate of growth.
“The original values were also essential to the success of the company. Skoll: “Buyers were able to bid for free, while sellers paid a listing fee
We quickly learned that if we lived and truly believed in those values, the and a commission upon sales. Buyers and sellers were able to
entire community would prosper: the buyers, the sellers and eBay as comment upon each other with regard to the transaction, so over time,
a company. We couldn’t tell the community, ‘You live the values’ while community members developed reputations, which in turn made it more
we operated differently. Over time, eBay grew rapidly. We went from 20 transparent for people to do transactions with one another. A virtuous
employees to 200 to 10,000 globally. But at every point along the way, cycle evolved – buyers wanted to be in a marketplace with the most
we needed to live the values through our day-to-day actions. Eventually, listings; sellers wanted to be in a marketplace with the most active
we created behaviours (the values in action). The values never changed, bidders. In time, the virtuous cycle proved to be a core part of the
and they were helpful to us as we were challenged – we always went defensiveness of the company’s market share. In countries where eBay
back to the values for guidance.” was the first online auction company and where it developed the
virtuous cycle, competitors were never able to dent eBay’s market
Skoll: “The initial idea was that person-to-person trading was inefficient position. In countries where eBay was not first, eBay either acquired
and that the Internet could provide a more efficient way to trade. (e.g. Germany, France) or joint-ventured (e.g. Korea, South America)
Person-to-person trade typically took place at yard sales or via classifieds, to become the number one provider. Yahoo got to Japan first and
which were generally geographically dependent and unable to effectively developed the virtuous cycle, so eBay was never able to dislodge
set market prices. The initial idea was to create a ubiquitous online Yahoo in Japan.”
marketplace that would allow people to find each other and their wares
and bid on the items via an auction format. Over time, the auction
marketplace became divided into categories, international-specific sites
were set up, and other formats – including fixed price – were introduced
into the marketplace.”
Handler: “eBay was not the first or the only site to offer an auction Bannick: “Some additional general growth accelerators were:
format for commerce. The reason eBay succeeded was our belief 1. The addition of the fixed price format to the auction price format.
that individual sellers could be trusted. This belief manifested itself in 2. PayPal’s continued growth after the acquisition. Adding PayPal to
creating an open site where anyone could buy or sell without needing the eBay website helped fuel the growth of the core eBay market
a credit card. Circa 1996-1998, eBay was alone in this belief. Other sites place business as it added to the ease of use by our buyers

required a credit card for access to their platform. By not requiring this and sellers.”
obstacle, eBay was able to grow much faster than its rivals. Later, when
a credit card requirement was added for sellers, it was not required “Some growth accelerators in the international arena were:
for buyers. By opening the site in this way, we were able to maintain a 1. The flexible approach to international expansion. We did organic in
sizeable lead over all of eBay’s competitors.” the United Kingdom (Greenfield), acquisitions in Europe (Alonde.de
and iBazar), joint venture in Australia and minority equity in Latin
What were the major growth accelerators for your company America (MercadoLibre).
in its high-growth years? 2. PayPal’s international growth was very important.”
Skoll: “The initial introduction of the auction format, traffic deals Briefly describe the financing of your company and how this
(particularly with AOL) and the entrance of competitors who spent financing impacted the growth of your company.
vastly to attract people to the auction space – only to see those
customers go to eBay (Onsale, Excite, Yahoo, Amazon, MSN). Handler: “eBay was cash-flow positive from inception. In mid-1997,
eBay took US$ 5 million in venture funds from Benchmark Capital.
“The use of stock options was a huge advantage in the early days of The funds were never needed as cash flow supported eBay’s growth.
the company as it attracted top talent yet kept costs down. Once the In September of 1998, eBay went public on NASDAQ.”
company had gone public, this took a bit of a flip as many of the early
people left after they had vested their options, but by then, the What were the major challenges your company had to handle in
management and team had been well-expanded and professionalized.” its high-growth years, and how were they managed?
Handler: “eBay is a creature of the times. Pierre’s idea perfectly Skoll: “The company had numerous challenges in its first five years.
captured the growing relevance of the Internet for the everyday Technology: the initial version of the site was written in a shareware
consumer. A few years earlier, eBay would have failed due to its inability environment and was not well-structured to scale. The first several years
to get critical mass in buyers or sellers. A few years later, and others of the technology brought numerous outages and glitches that were a
would have stumbled onto the secret for success. constant frustration for the company and its customers. The system had
a major collapse in 1999, nine months after going public and was down
“Additionally, Pierre understood that the role of eBay was to provide a for most of several days. That finally forced a complete system changeover
framework for commerce and then get out of the way. This minimalistic – team, technology, software – that was implemented in 2000 and 2001.
approach was responsible for making sure commerce was as friction-
free as possible. “Growth: the company was one of the fastest-growing companies in
the history of the world in its first five years. HR, infrastructure, changing
“Finally, we recognized that our customer was more than the winning management (hiring Meg Whitman as CEO) were all challenges for the
bidder. Our customer was every seller, every bidder and every browser company – as were keeping up with the business end, including
on the site. Building for the experience of all three constituencies questions of whether to take venture investment (we did, Benchmark
was core to eBay’s success. This small recognition ensured a balance Capital in 1997), be acquired (rejected several offers in 1997-1998) or go
between buyers, sellers and browsers.” public (did in 1998).
“There were many challenges keeping up with the legality of items on

the service, ranging from outright illegal to illegal in certain places but not
others, to copyright issues and moral issues.”
Handler: “The biggest challenge for eBay was making sure the site was Give examples of dark moments or negative periods that your
a ‘clean, well-lighted place for commerce’. To do this, we partnered company or you faced as part of your journey as an executive
extensively with law enforcement and spent a tremendous amount of with this company.
revenue on trust and safety initiatives. Most of this activity was invisible
to the community. However, our focus on these areas was critical to the Omidyar: “In the early days of eBay, my view was that as long as it was
long-term success of the site.” legal, we could sell it on eBay. That changed over the years. We decided
there were instances where it made sense to limit sales of certain items.
Bannick: “Growth challenges in international arena included: One of the few times we made a decision to limit legal items was when
1. Integration challenges with acquisitions. These always occur. For a member of our board became very upset about Nazi paraphernalia
example, in Germany, we converted Alonde.de from a site where being sold on the site. It was a tense time, and there were lots of
listings had been free to one where a paid listing model was discussions – you could argue that some of these items hold significant
implemented. The inevitable result was a big reduction in listings on historical value despite the fact that they offend many of us (me included).
the German site. This caused fear and tension with some of the The community had key input into these discussions and helped us
original German management team members who had stayed on figure out how to proceed. In the end, I think we made the right decision
after the acquisition. They saw their listings go way, way down. This, to prohibit those items from being sold on eBay. Since then, we’ve
however, was not a long-term problem. When you have a paid also limited other items that promote hate, racism, etc. I think it was
listings model, the quality of listings (as in the conversion factor) the right decision.”
is much higher.
2. Japan was a challenge for eBay. We arrived too late. By the time Handler: “Obviously, the site outages were a huge problem for eBay.
we arrived, Yahoo had already established a dominant position and The core issue was a failure to properly plan for the hyper-growth
had network effects operating. We also had site issues in Japan, of the site. Compounding this problem was a push on the part of the
with the site coming down several times. executive team to funnel money into marketing rather than site
3. In China, we made the mistake of moving from a 33% equity maintenance. As long as the site was functioning, it was easy to ignore
position in EachNet to a 100% ownership position. We were no the engineering team’s pleas that the site was running on Band-Aids™
longer a Chinese firm but now an American firm in China. For any and fumes. Engineering was telling the executive team that resources
company in China, this will create a problem, and it did for us. Being must be poured into a complete site overhaul. Unfortunately, those pleas
perceived as a 100% American firm in China brings a host of issues were discounted by members of the senior team until it was too late.”
that do not help grow the business. Switching over to the eBay
platform rather than staying with the EachNet platform in China also Bannick: “One particularly dark moment in the international arena was
did not help the growth of our business there. We would have been when our head of the Indian website was arrested and placed in jail. This
better off with a Chinese platform and product that was separate arose when one of our sellers posted an item that the Indian authorities
from that of eBay.” perceived to be pornographic. This was a nightmare. They held him
personally responsible. We had to work intensively at all levels to secure
his release, and we did. One lesson we took from this was that we had
to do a better job about educating the authorities in different countries
about our business model. We also have to recognize that some people
at times want to grandstand. What one group in the country’s authorities
wants to do may not always be what other groups in those authorities
want to do. Relationship building is very important, as is building greater
understanding of how eBay’s business operates. When we go into new
countries, both relationship-building and education (on both sides) take
time and hard work but are essential.”
Omidyar: “Often when you are successful, people want you to keep
doing the things you did to become successful – versus what you need

to do in order to continue being successful/growing, including taking
risks. One of the things I found really rewarding while working in Silicon
Valley is that risk is not only accepted – it’s encouraged. There are tons
of experiments going on there all the time. Risk is, in part, how work
gets done there. For me, failure only happens when you don’t learn from
your experiences.
“I’ll be honest, I like to challenge preconceptions. When I was working

on eBay, there were a lot of people who told me it would never work.
I was taking an old model and applying it in a new way. If I hadn’t
eBay eBay
REVENUE HEADCOUNT
IN MILLIONS (US$ M)
$ 9,000 $ 9,000
$ 7,500 $ 7,500
$ 6,000 $ 6,000
$ 4,500 $ 4,500
$ 3,000 $ 3,000
$ 1,500 $ 1,500
$0 $0
1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009
taken that risk, eBay most likely wouldn’t be here today. In order for
entrepreneurs to contribute, they first have to take risks. Being an
entrepreneur is a tough occupation – you have to believe in what you’re
doing, even when others are pointing out all the reasons why your idea
eBay
won’t work. You have to develop a higher risk tolerance and be ready to
find the lesson in each idea that doesn’t work.” TIME-LINE / KEY EVENTS
Jeff Skoll
Handler: “Listening Benchmark
to your customer eBay goes
is always important. That is a Acquires Acquires iBazar Makes equity Sells Skype for
becomes first invests US$ IPO Alonde.de in with its investment in US$ 2.75B
pretty well-established
President rule for successful
6.7M companies. However, if you Germany European sites China’s
from AOL EachNet
are fortunate enough to have hyper-growth, the call of your customer
maySEP
be distorted.
NOV Rather
1996 than listen solely
1995 1997
MARto your
1995
customer, you
SEP
1995
FEB have JUN FEB FEB JUL JUL SEP NOV
1995 1996 1998 1998 1998 1999 1999 2000 2001 2002 2003 2005 2009
to make sure your infrastructure can support 10 times the growth you
are seeing. You need to Online
Omidyar invest time and resources into
Hires Meg the behind-the-
Whitman Enters joint Enters joint Acquires Acquires Skype
launches transactions as CEO/President venture in venture with PayPal for for US$ 2.6B +
scenes part of your business
AuctionWeb or risk a total failure.” 
and listings Australia with NEC in Japan US$ 1.5B future payments
site undergo rapid eCorp
growth
EnOcean GmbH EnOcean GmbH
REVENUE HEADCOUNT
MILLIONS (€ M)
€ 9 54
EnOcean GmbH | Germany

€ 8 48
€ 7 42
Overview
€ 6 : 36
€ 5 30
EnOcean GmbH is the originator of patented self-powered wireless technology.
€ 4 24
It was founded using technology originally developed within Siemens AG.
€ 3 18
Headquartered in Oberhaching near Munich, EnOcean manufactures and markets
€ 2 12
maintenance-free wireless sensor solutions for use in buildings and industrial

€ 1 6
installations. Its solutions are based on miniaturized energy converters, ultra

€ 0 0
low-power electronic circuitry and reliable wireless. EnOcean and its product
FY 01/02 FY 02/03 FY 03/04 FY 04/05 FY 05/06 FY 06/07 FY 07/08 FY 08/09 FY 01/02 FY 02/03 FY 03/04 FY 04/05 FY 05/06 FY 06/07 FY 07/08 FY 08/09
partners offer sensor systems that operate without batteries or an external power
source to promote energy-efficient buildings.
EnOcean GmbH
A round funding Introduces world’s Awarded Ratifies interoperable

closed first energy “Technology Pioneer” EnOcean Alliance
harvesting by World Economic wireless standard
wireless sensor Forum
OCT FEB APR AUG OCT DEC APR NOV APR

2001 2002 2002 2003 2005 2006 2008 2009 2010
EnOcean founded Introduces world’s Commissions Founded US Introduces Dolphin

by management & first energy world’s first buildings subsidiary Founded EnOcean platform – 3rd
Siemens Technology harvesting with EnOcean EnOcean, Inc. Alliance generation
Accelerator wireless switch technology EnOcean modules
Quotations from:
Markus Brehler has been chief executive officer of EnOcean since its founding in 2001. He started his career at Siemens AG, holding a
number of management posts. The first eight years were in R&D. Before joining Siemens Technology Accelerator – where he helped prepare
the launch of EnOcean – he managed the marketing department of the mobile phone accessories division. He has management qualifications
from Massachusetts Institute of Technology, Stanford University, INSEAD and the Indian Institute of Management. He became a Technology
Pioneer of the World Economic Forum in 2006.
What was the source of the initial idea, and how did that idea The trail of orders gets longer every month and the hurdles we had to
evolve into a viable high-growth business venture? How did it pass are now hurdles for those that try to follow us. We have more
change over time? and more convinced the world that devices with batteries create issues
and we maintained our head start in this market by being the only
Section 7 – Executive Cases: EnOcean GmbH

Brehler: “The invention of ‘energy harvesting wireless’ was initially done commercial enabler of energy harvesting wireless solutions.”
within Siemens Corporate Research. With first prototypes, Siemens
decided around December 2000 not to commercialize the technology Describe the strategy or business model that enabled
due to a change in corporate strategy. An internal incubator – your company to achieve its high rate of growth.
Siemens Technology Accelerator (STA) – was asked to evaluate options
to capitalize on the IPRs and decided to found a company. One of the Brehler: “During the preparation of the company foundation, the
later co-founders, who was venture manager at STA, started to develop business model of EnOcean was developed: We do OEM business
the business model and I was asked to volunteer with advice on the supplying modules – energy harvester, radio, microprocessor, and
strategy/business model. In parallel, the (future) founders called on firmware – for automation solutions, starting in building automation.
potential lead customers and agreed on a milestone to start the This business model is still in place today with some minor sidesteps
business with one lead customer only. With that lead customer (which to speed the development of the market. Our customers integrate
faltered six month later) we founded the legal entity and started EnOcean modules into their finished goods like wall mounted switches,
fundraising with German VC firms. We expanded the business model occupancy sensors, daylight sensors or gateways to backbone systems
and two founders attended executive education at Stanford/Geoff like BACNET or TCP/IP. Our strategy involves:
Moore to provide a ‘whole product’ solution. Since then we’ve 1. Scalability: A small number of different modules can serve all
commercialized Energy Harvesting Radio Technology to Enable Smart target applications.
Building Automation Solutions.” 2. Interoperability: All solutions created by different product
manufacturers can be combined.
What was the initial growth vision or aspiration of the founding 3. Branding: We created the need for “energy harvesting wireless”
team? Was there a sizeable change in this growth vision or and branded it as a synonym for EnOcean.
aspiration over time? If a change, please describe. 4. Make market: We are not just a technology supplier to our OEMs
but educate the market and all stakeholders.
Brehler: “The founding team of five former Siemens employees started 5. Our vision: EnOcean is an enabling technology usable in many
with the vision of building a multimillion dollar company within three markets (building management systems, manufacturing automation,
years. We learned a few things the hard way: automotive and many others).
1. The change our technology delivered to the target industry
was disruptive. In 2004, we focused very narrowly on building automation in lighting
2. This led to a multiyear phase of confidence building and a change for flexible office space in buildings larger than 5,000 square metres,
in agent training for market growth. widened this year to get closer to our vision.”
3. Our OEM business model allows us only limited control over sales
to the final customer. In addition, our aspirations on the product and What were the major growth accelerators for your company
technology side were very ambitious. It took us several steps and in its high-growth years?
high investments until 2010 to create the full feature set needed in
all aspects of the business. As a consequence, our sell-through Brehler: “The growth accelerators included:
started soft in 2003 and growth started in 2005. On the other hand, 1. A product platform designed in a modular way and easy to
our long-term vision grew over time and we are now defining a integrate for many customers in multiple applications. We lowered
global industry standard where we: the threshold to use radio technology as we take care of all hurdles,
• Have customer lock-in e.g. type approvals.
• Help each of our existing customers grow steadily 2. We did market education with training of specifiers and facility
• See a gravity field of our eco-system where new customers state: managers to create a market pull (value chain: we ship to OEM
‘We have to use EnOcean’ customers like Leviton; they ship to wholesalers like Rexel, who sell
• Serve a market that has a several billion potential to installers and then to the customers).
3. We support the installation and commissioning of our solution in
buildings every time and everywhere to make sure it works.
4. We initiated write-ups of case studies by customers to initiate What were the major challenges your company had to handle in
peer-to-peer communication and reach the ‘pragmatists’. its high-growth years, and how were they managed?
5. We created our own trade magazine, Perpetuum, in high-quality
print to spread the word and build confidence. Brehler: “Our initial OEM clients wanted to keep our unique technology
6. Extensive PR work and applying for (and winning) many awards. on an exclusive basis. We added further OEMs, proving that open
7. We exhibit at all major industry shows, even if those shows are standard systems will end with a much wider adoption and business
created to attract final product customers and our OEM customers success for everybody. The ramp-up from zero volume to more than a
are exhibitors as well. million per year was a major challenge. We had to ‘learn’ about all
8. Our strategy from the very beginning was to create interoperable features of our products during ramp-up of mass manufacturing.
products with our OEM customers. This enabled us to be perceived Tangible products, close to the borders of physics, need very cautious
as a ‘standard’, a multi-vendor solution for end customers, and and rigid engineering and experience at all stages of development and
lured more OEMs into the newly-created ecosystem. suppliers. We went through a learning curve within EnOcean and with
9. In 2005, we founded EnOcean Inc. in Boston, Massachusetts, and our suppliers that included:
hired a seasoned serial entrepreneur, resulting in 50% revenue 1. Finding that we not only developed products, but had
contribution from North America in 2009. manufacturing processes in parallel.
10. Eventually in 2008, we founded the EnOcean Alliance, a non-profit 2. Introducing tighter processes, quality management and much more
Inc. in San Ramon, California, to create standard and spread intense communication with suppliers. We moved suppliers from
the word.” remote locations in Romania to a couple of hours driving distance
and right now substitute manual work by automation.
Briefly describe the financing of your company and how this 3. Facing low-cost battery-powered competition and the need to get
financing impacted the growth of your company. our value adds to the OEM. Energy harvesting wireless has better
total cost of ownership and the EnOcean solution is demanded by
Brehler: “We incepted EnOcean GmbH with TEUR 200 of equity, the market – we created the market pull.
shared by Siemens STA and the five founders. Six month later in
February 2002, we were able to close the first fundraising with VC We needed to do fundraising in parallel with growing the business and
firms Wellington Partners, enjoyventure and Siemens VC. Since 2002, could only do this with a strong and broad management team where the
we raised around MEUR 30 in total equity from VC firms. As financing CEO is not a bottleneck for all decisions.”
rounds in Europe are generally smaller than in the US, we were forced to
make efficient use of our resources and focused on European markets Give examples of dark moments or negative periods that your
first, expanding with a small subsidiary in the US from 2005 (with a staff company or you faced as part of your journey as an executive
of one until the end of 2007). Doing all sales and marketing from our with this company.
local headquarters has limited our growth. Right now, we are adding
people in different promising markets (US, France, United Kingdom) Brehler: “The dark moments were:
and evaluate further markets. We are still investing heavily in the 1. Founding of EnOcean GmbH four weeks after 9/11 meant we
development of our technology and could have grown faster with more faced a tough time for fundraising. Although we did not close our
resources. However, we doubt that, within the markets where we were Series A until February 2002, we were still one of the earliest VC
very active, the growth could have been accelerated significantly by investments in Germany after 9/11.
more money. We realized that the industry we serve is conservative 2. Revenue in 2004 was 80% under budget. This created high
and slow in building confidence. We built that confidence over pressure from VC investors and added the need for more funding.
nine years and can answer the question asked in 2003: ‘Where does 3. Leading-edge technology, a new team and new suppliers led to
that technology work for 10 years?’ with the reply, ‘in over major delays in some product introductions.
100,000 buildings!’” 4. CFO got severely sick.
5. Another tough fundraising started in October 2008 with many
diverse existing shareholders.”
Brehler:
Section 7 – Executive Cases: EnOcean GmbH

1. “A great and sustainable idea and vision is needed to enter
conservative industry.
2. The target industry defines the sales cycles and needs to be taken
into consideration, or else tons of marketing money would have
been just burned in the early years.
3. We are innovators who do not rely on intermediaries to identify
customers who are visionaries as well as those who are end-users.
4. Visionaries are not usually the incumbent market leaders, but small
companies and often owner-managed.
5. We needed a lot of stubbornness to push EnOcean through.
6. Our business model needs deep and trustful relationships with all
EnOcean GmbH EnOcean GmbH
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€ 9 54
€ 8 48
€ 7 42
€ 6 36
€ 5 30
€ 4 24
€ 3 18
€ 2 12
€ 1 6
€ 0 0
FY 01/02 FY 02/03 FY 03/04 FY 04/05 FY 05/06 FY 06/07 FY 07/08 FY 08/09 FY 01/02 FY 02/03 FY 03/04 FY 04/05 FY 05/06 FY 06/07 FY 07/08 FY 08/09
stakeholders as product cycles are greater than 10 years.

7. OEM business gives limited control over sell-through so there is a
need to make the market.
8. Innovation is a social phenomenon so getting talked about is crucial.
EnOcean GmbH
9. Hardware-based inventions need time to mature and require a
learning team of knowledgeable people and suppliers. TIME-LINE / KEY EVENTS
10. A stable but growing and learning management team

A round
(all founders fundingis very helpful.”  Introduces world’s
on board) Awarded Ratifies interoperable
closed first energy “Technology Pioneer” EnOcean Alliance
harvesting by World Economic wireless standard
wireless
Prepared by George Foster, Max von Bismarck and Kerry Wellman, 24 sensor
November 2010 Forum
OCT FEB APR AUG OCT DEC APR NOV APR

2001 2002 2002 2003 2005 2006 2008 2009 2010
EnOcean founded Introduces world’s Commissions Founded US Introduces Dolphin

by management & first energy world’s first buildings subsidiary Founded EnOcean platform – 3rd
Siemens Technology harvesting with EnOcean EnOcean, Inc. Alliance generation
Accelerator wireless switch technology EnOcean modules
eSilicon eSilicon
REVENUE HEADCOUNT
IN MILLIONS (US$ M)
$ 140 350
eSilicon | US
$ 120 300
$ 100 250
Overview :
$ 80 200
Founded in 2000, eSilicon is a fabless semiconductor company based in

$ 60 150
Sunnyvale, California. eSilicon designs and manufactures custom application-

$ 60 100
specific integrated circuits (ASICs). The world’s largest independent fabless

$ 40 50
ASIC supplier, eSilicon is considered a pioneer of the fabless ASIC (semiconductor

Value Chain Producer) model. Since its founding in 2000, eSilicon has received
$0
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 E
0
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 E
a total of US$ 86 million in venture capital across six series (A-F). By 2011,
eSilicon will have grown to more than 300 employees with offices located across
North America, Europe and Asia.
eSilicon
Hires Bell Books Crosspoint Crosspoint Crosspoint Hires Hugh Acquires Hires Patrick Soheili as
Labs design Microsoft leads Series C: leads Series D: leads Series F: Durdan as VP Sweden-based VP of M&A and
team UltimateTV US$ 17M US$ 9M US$ 15M of Marketing SwitchCore Business Development
chip Inc.’s products
MAR SEP FEB MAR SEP FEB AUG OCT SEP JAN FEB APR OCT JAN OCT DEC MAY
1995 1995
2000 2000 2001 2001 2001 2002 2002 2002 2003 2005 2005 2005 2005 2008 2008 2008 2010
Crosspoint Crosspoint Books Kodak Books Crosspoint Acquires Hires Gino Establishes Acquires
Venture leads Series camera chip PortalPlayer/ leads Series E: Bucharest- Skulick as VP manufacturing Vietnam-
Partners leads B: US$ 19M Apple iPod US$ 21M based Sycon of Worldwide operations centre based Silicon
Series A: chip Design, Inc. Sales in Shanghai, Design
US$ 5M China Solutions
Quotations from:
Jack Harding is chairman, president and chief executive officer of eSilicon. He brings over 25 years of management experience in the
semiconductor industry, spanning the electronic document access (EDA) and integrated circuit (IC) sectors. Prior to co-founding eSilicon in 2000,
Harding was president and CEO of Cadence Design Systems. He joined the company when Cadence Design Systems acquired Cooper & Chyan
Technology (CCT), where he had served as president and CEO and was responsible for leading the company to an IPO. Prior to CCT, Harding
served as the executive vice-president of Zycad Corporation. Harding began his career with distinction at IBM. He holds a BA in chemistry and
economics from Drew University, and he attended the Stern School of Business at New York University.
David Spreng is founder and managing general partner of Crescendo Ventures. With over 20 years of experience in the venture capital business,
Spreng represents the investor Crescendo Ventures on the eSilicon Board. He has been active in the formation and development of nearly 50
technology companies, with 17 IPOs and a dozen trade sales. Spreng graduated with distinction from the University of Minnesota. He currently sits
on the boards of Compellent (NYSE: CML), Envivio, eSilicon and Gale Technologies. He is a member of the World Economic Forum’s Technology
What was the source of the initial idea, and how did that idea Describe the strategy or business model that enabled
evolve into a viable high-growth business venture? How did it your company to achieve its high rate of growth.
change over time?
Harding: “The business model was to be balance-sheet-friendly and
Harding: “In the realm of start-ups, it would fall into the ‘idea spinout’ capital-light. We make chips for other companies (with their names on
Section 7 – Executive Cases: eSilicon

category. I had been CEO of a much larger company (Cadence Design the chips); we don’t own the finished goods inventory. And so we’re not
Systems), and I felt that the market in which Cadence operated was stuck with one of the big problems of the semiconductor industry, which
going to flatten and stagnate. I believed that the business model of is the ageing or irrelevancy of an inventory base. Secondly, we leverage
eSilicon would be a viable path out of that conundrum. It was clear this everyone else’s R&D investments, so our R&D is limited just to our
was not going to happen at Cadence, so I simply decided to do it connectivity methodologies. Thirdly, we don’t own any capital equipment,
myself. It wasn’t a spinout in the financial sense – it was arm’s length. so we don’t have a CAPEX issue that looms over us every 12 to 36
It evolved out of the larger company’s commitment to its existing months. We try to navigate around the bad things of the semiconductor
strategy. “We are a services company that monetizes our value by business but still tap into the value proposition of high-performing,
shipping silicon and chips. But we are more of a service and infrastructure high-growth rate chips.
company than we are a chip company per se. It’s just that shipping
products was the easiest and most predictable way to monetize “The business model might have the additional attribute of being highly
the value. automated and one in which we untangle the cords that run between all
of the suppliers in the ecosystem. We make it easy for people to engage
“There are two factors that are critical here. The first is the undeniable with us on one end and get chips on the other.”
growth and complexity of the semiconductor industry. It’s just getting
harder and harder and harder to make chips in each new semiconductor What were the major growth accelerators for your company
process generation. The second is this notion of what I call the complexity in its high-growth years?
paradox. As the complexity increases in the semiconductor industry,
a broader supply chain that is more disintegrated than previous generations Harding: “Since we earn money by shipping silicon for customers, we
serves the industry. So the communication gets worse as the solution are somewhat dependent upon their chips’ success in their channels.
set to resolve the complexity gets greater. The gap between the We made a chip for a customer at about year four that went into the first
complexity and the communication links among the entities expands. Apple iPod, so we enjoyed all of the fringe benefits of being associated
That created a business model opportunity that we filled with eSilicon.” with Apple’s gigantic growth. In the last six years, we’ve repeated that
What was the initial growth vision or aspiration of the founding team? over and over again. We’ve been very successful at having chips in
other people’s product lines that have been sold to OEMs with high
Was there a sizeable change in this growth vision or aspiration volumes – or they’ve been sold as fabless chips, and we don’t know
over time? If a change, please describe. where those go – where the volumes are high when they purchase them
from us. Think of it this way: we have a customer portfolio that looks
Harding: “The vision and our expectations have not changed at all. much like a mutual fund. And we cover multiple segments of multiple
We’ve changed tactics, we’ve become more sophisticated, but the customer types, so we get the hedge of having different types in
vision to be who we are today was quite literally crafted 10 years ago. different markets, and we don’t have the high beta of being stuck in
We set a vision based on undeniable secular trends that proved to be a very tall, skinny market that is all or nothing. So that mutual fund
durable and reliable, and therefore, our activity had to do more with how portfolio effect is key to our strategy and sustainability.
we spun ourselves around those trends.
“There are two other aspects. One is where we do invest – specifically,
“The market opportunity has grown along a very predictable curve. we have the ability to utilize and exploit available technologies from the
The semiconductor business, in total, is smaller than Wal-Mart Corporation. supply chain to make a very complex chip. As a merchant supplier of
So it’s not an outrageously difficult job to get your arms around the chips (someone who makes custom chips for third parties), we’re as
market segments or the growth rates and monitor them. And it’s a highly advanced as any company in the world because we focus our R&D on
monitored industry. The curveballs have all come in the forms of the methodologies used to do that successfully.
exogenous variables such as the dot bomb or the 2008-2009 recession
– things like that, which were not predictable. But the fundamental “Point two is that, and this is unusual for companies of our type and our
trends have held true to quite a narrow band.” size, we’ve invested tens of millions of dollars in our IT infrastructure
to automate the business to do two things: keep our labour overhead it means that you miss it by 100 million miles up there. And I think the
down and keep the quality of our data and customer experience the thoughtfulness we applied early on to the fundamental notion of the
best in the world. We’ve achieved both of those by investing in what business paid great dividends.
we would call generally an ‘e-hub’. The central automation allows our
business to run without the interference of humans. “We’ve had different leads for each of the five rounds, and we raised
money for the first five years. After the fifth year, we were actually able to
“Early on, we focused a lot more on the corporate marketing part of the fund ourselves through our own cash flow. So we were very successful
business – that is, making the brand bigger than the balance sheet. in the sense that we got off of the VC intravenous drip pretty early on.
And we applied the smart-guy model. I recruited the absolute best “We raised US$ 86 million dollars in the first five years. One of the things
people I could find in the industry and paid them whatever it took to I try to measure is how much money you waste along the way. I believe
engender confidence in the marketplace and get a few toeholds that that we’ve probably wasted somewhere around US$ 15 million – not too
we could reference later on. As we grow, the smart-guy model ceases much. When I can articulate where the waste was, and show up with
to work because we can’t scale those people. We had to supplant that the corrective actions to not do things like that again, it leads my
with processes and infrastructure practices that were repeatable.” investors to believe that their capital was applied very efficiently.
Spreng: “Jack Harding’s deep industry expertise, years of experience “My view is that one should only start a company that has IPO capabilities.
and over-the-horizon perspective made him the perfect CEO to found It’s an interesting, although distant, filter by which you measure the
and build this company. In an industry that was becoming increasingly sustainability of a company. It’s always been the goal. The practical
disintegrated, complex and capital-intensive, Jack pioneered a model matter is that if an acquirer comes in and sees a company that has no
that is coordinated, simple (for the customer) and extremely capital- option to go public, the purchase price drops precipitously. Even if you
efficient. He recruited top talent to serve as executives of the company, decide you want to be bought, you can’t act that way. Today, we’re
worked hard on corporate culture and invested heavily in IT to give doing about US$ 25-30 million per quarter, and we’re profitable. In
customers unprecedented visibility of their chips’ status. Over the 10 absolute value terms, we’re at a size where we could go public. Now,
years since eSilicon was founded, Jack’s vision, strategy and execution it’s more of a strategic decision as to the overhead of becoming a public
have redefined the industry and created a whole new segment called the company and what we would do with the proceeds.”
semiconductor Value Chain Producer (VCP) market.”
What were the major challenges your company had to handle in
Briefly describe the financing of your company and how this its high-growth years, and how were they managed?
Harding: “I’d say they fall into two categories. The first one was credibility.
Harding: “The company was venture-backed. eSilicon was incubated Our average transaction size was about US$ 10-15 million over the life
with a terrific guy named Seth Neiman at Crosspoint Venture Partners. of a project. Getting someone to give us that project early on was quite
He and I had spent a lot of time sharpening the axe before we set out to a challenge from the credibility perspective, which is why I hired the
get the company ramped. We set up a capital structure that was friendly, senior people I did.
preferred and common so the board and the management team were
in synch, and we had the philosophy that a great idea in a big market “In the second half of the life of the business, the challenges had to do
only fails if it’s undercapitalized. I always worked with the knowledge that with the fact that the major competitors, the major suppliers of chips
I would receive as much money as I needed, provided we met some that are in our general marketplace, all swung their cannons around on
reasonable milestones. I also continue to stay in the fat part of the curve us, and said, ‘We have to slow these guys down’. At first, the competitors
when it comes to the trends that were driving the semi industry. didn’t believe us, nor did the customers. When the customers started
believing us, then the competitors did, and they applied the heat. So
“Crosspoint led Series A. They were the first investor. There was no it was the worst of both worlds. I know the executives of the larger
angel funding here. We went right to a full round of investment and had companies, and just socially or over a beer, they’d make no bones
five subsequent rounds. about saying, ‘Jack, if you keep this up, you know that we’re going to
have to come after you’. That’s not only a truthful statement, but it’s also
“We thought about the business for probably six months before we an artefact of Silicon Valley, where you could have those types of
decided to fund it. And that turned out to be valuable time. If you’re comments in a social setting, but they’re very real nevertheless.”
going to launch a missile to the moon, and you’re one degree off here,
Give examples of dark moments or negative periods that your What are the key lessons about entrepreneurship and
company or you faced as part of your journey as an executive successful growth strategies you’ve taken from
with this company. your company experience?
Harding: “One general and one specific. The general worst moments Harding: “Point number one is about the motivation for entrepreneurs.
Section 7 – Executive Cases: eSilicon

are as you’re running out of cash and your board has given you a On a risk-adjusted present-value basis, no rational person would
verbal commitment to fund you at some date, and there’s no term sheet ever be an entrepreneur if they did it just for the money. Most young
yet, and you know if someone has a bad day, you run the risk that you entrepreneurs go into this thinking it’s a quick route to the gravy train.
could have a fight over the funding. So that was a periodic dark And in fact it’s not. It’s more about creativity and self-actualization than
day as I call it. That would come somewhat predictably, but it always it is about compensation.
and nevertheless hung heavily in the back of my mind. It was one of the
few things that could interrupt my sleep. It would last three or four days “Point number two is about having the right venture capital behind you.
until I had the paperwork. I didn’t like it. I encourage people to seek senior partners who hold central power in
the VC firm and will be your long-term funding champion.
“A specific one: We were shipping a lot of chips indirectly to Apple for
eSilicon eSilicon
REVENUE HEADCOUNT
IN MILLIONS (US$ M)
$ 140 350
$ 120 300
$ 100 250
$ 80 200
$ 60 150
$ 60 100
$ 40 50
$0 0
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 E 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 E
the iPod. Apple had notified us that a huge corporation, Samsung, had “Point number three is about the people. A great product or technology
said, ‘If you buy our flash memories from us, we’ll bundle in that misapplied in the market cannot be recovered by a bad management
processor for free.’ And so our customer went into a death spiral, and team. But a great management team can take a B product and win by
we lost our biggest revenue source, which was probably at the time making the right chess moves at the right time.
eSilicon
somewhere around 65-70% of our revenue. That was a nightmare.
TIME-LINE
There’s no diving catch to be made because of the nature of the business./ KEY EVENTS
“Point number four is our three S’s: speed, simplicity and self-confidence.
Whether someone uses chip A or chip B is a very discrete and highly Winning requires speed. Speediness is achieved through simplicity
Hires
thought about Bell because
decision Books Crosspoint
chips are generally Crosspoint
not fungible. So, Crosspoint
(non-bureaucracyHires
and Hugh Acquires Self-confident
non-territorialism). Hires Patrick
people Soheili as
feel good
Labs design Microsoft leads Series C: leads Series D: leads Series F: Durdan as VP Sweden-based VP of M&A and
once the decision
team was made UltimateTV
to go with Samsung,
US$ 17M there wasUS$
no 9M about their position
US$ 15M in the company
of Marketing and deliver speedy
SwitchCore solutions
Business without
Development
chip Inc.’s products
putting the horse back in the barn. The thing that saved us was the behaving bureaucratically. A CEO has to ensure that the three S’s are
resiliency
MAR of
SEPour portfolio.
FEB Even
MAR though
SEP
1995
six1995
years ago
FEB AUG when this
OCT SEP engrained
JAN FEB into APR
the company
OCT culture.”
JAN OCT DEC MAY
2000 2000 2001 2001 2001 2002 2002 2002 2003 2005 2005 2005 2005 2008 2008 2008 2010
happened, our portfolio wasn’t anywhere near as robust as it is today,
it did Crosspoint
carry us throughCrosspoint
those tough times.”
Books Kodak Books Crosspoint
Prepared byAcquires Hires Gino
George Foster and William Croisettier, 15Establishes
November 2010 Acquires
Venture leads Series camera chip PortalPlayer/ leads Series E: Bucharest- Skulick as VP manufacturing Vietnam-
Partners leads B: US$ 19M Apple iPod US$ 21M based Sycon of Worldwide operations centre based Silicon
Series A: chip Design, Inc. Sales in Shanghai, Design
US$ 5M China Solutions
ETIHAD AIR WAYS E T I H A D A I R WAY S
NUMBER OF PASSENGERS HEADCOUNT

Etihad Airways | Abu Dhabi, UAE IN MILLIONS
7 10,500
Overview
6 : 9,000
Established in late 2003, Etihad Airways is the fastest growing global airline
5 7,500
start-up in the history of commercial aviation. Both its planned growth and its
4 6,000
achieved growth have redefined audacity for a start-up in this industry sector.
3 4,500
The milestones it has achieved in its first seven years have earned it very early
2 3,000
membership in the elite global carriers club, both in terms of customer satisfaction
1 1,500
and attracting high-quality management and employees. Its 2010 awards include
World’s Best First Class from Skytrax, Best First Class – Business Travel Awards,
0
2004 2005 2006 2007 2008
0
2004 2005 2006 2007 2008 2009
ME Leading Airline and Best Long-Haul Airline – Business Travel Awards. At the
Farnborough Air Show in 2007, Etihad placed one of the largest orders in airline
industry history, purchasing US$ 43 billion in planes from Airbus and Boeing.
E T I H A D A I R WAY S
Orders Sponsors Sponsors All Buys naming rights Enters code share Receives
24 Airbus, Harlequins Ireland Hurling to largest indoor agreement with Skytrax award
4 380s and 5 Rugby/Rugby Championship stadium (55,000 seats) American Airlines for World’s Best
Boeing 777s League Club in Melbourne, Australia First Class
NOV 2004 2006 2007 2008 2009 2009 2010

2003
Makes first Earns World Appoints Receives Skytrax Makes largest Achieves Skytrax Becomes shirt Appoints
commercial Travel Award for James award for Best commercial order award for Best sponsor/partner Bollywood
flight World’s Leading Hogan CEO Economy Class in airline history, Business Class of Manchester Actress Katrina
New Airline Catering including 55 Airbus City EPL Club, Kaif Brand
and 45 Boeing England Ambassador
Quotations from:
James Hogan has served as chief executive officer of Etihad Airways since September 2006. His aviation and travel industry expertise spans more
than 30 years. Hogan started his career in 1975 at Ansett Airlines and subsequently held senior positions in marketing, sales and operations with
bmi, Hertz, Forte Hotels and Gulf Air. He is a fellow of the Royal Aeronautical Society and a former non-executive director of Gallaher Group. He is
the 2010 chair of the World Economic Forum Governors Meeting for Aviation, Travel & Tourism.
What was the source of the initial idea, and how did that idea growing economy would best be served by an airline with undivided
evolve into a viable high-growth business venture? How did it interests, and Etihad Airways was established by government decree
change over time? in 2003.
Hogan: “The Emirate of Abu Dhabi was one of four original shareholding “From 2003 to 2006, Etihad Airways grew faster than any other airline in
owner states of Gulf Air (Kingdom of Bahrain, Sultanate of Oman, Abu commercial aviation history, according to a study by Booz & Company.
Dhabi and Qatar). As the dynamics of the region changed and economic As the three-year start-up phase came to an end, the airline embarked
development and diversification in the United Arab Emirates (UAE) on a programme of consolidation, aligning its growth and development
accelerated, it became apparent that a single regional airline couldn’t more closely with the Emirates’ economic aspirations and development
adequately meet the requirements of the respective owning states. strategy outlined in the 2030 plan, especially in the areas of tourism
“The government of Abu Dhabi decided that the needs of its rapidly and aerospace.”
What was the initial growth vision or aspiration of the founding strong, even with economy downturns or when health concerns
team? Was there a sizeable change in this growth vision or cause tourism to drop. We can regularly run 85%+ load factors in
aspiration over time? If a change, please describe. our economy cabin out of Indonesia, Malaysia and the Philippines
to the Middle East.
Section 7 – Executive Cases: Etihad Airways

Hogan: “Etihad had three mandates from its owners at the outset, 3. The product itself. We have best-in-class service in each of our
which we still have: (1) to be the best-in-class airline, (2) to support the cabins, and our many awards attest to this. Having a clean sheet
aspirations of the Abu Dhabi economic plan, and (3) to make money. of paper gave us huge advantages in achieving best in class.
“Although we are a government-owned carrier, we were established and We have more than 110 nationalities in our workforce, and that
have to operate as a commercial business. We have to ‘stand on our helps us be much attuned to how service and care needs differ
own commercial feet’. We were formed with high expectations, and, for different countries and for different groups.
if anything, those expectations keep increasing with our progress. 4. Destinations. In addition to the major global destinations, we have
A recent study by a major consulting firm reported to our board that, also been successful in cities like Dublin, Brussels, Milan and Geneva.
in the last five years, we have exceeded the 2005 performance 5. Code-sharing. For example, our code-sharing with American Airlines
projections in multiple areas. From 2005 to 2010, we have gone from has generated strong business out of Chicago and New York.
9 to 55 aircraft, from 1.5 million to 7.1 million passengers, from 2,000 6. Quality of our people: the flight crew, staff and management teams.
to 8,000 staff, from a load factor of 60% to 75%, from 16 destinations As a new venture with bold plans, we set out to hire a superb team
to 64 destinations. And recognize that in 2008-2009, there was of employees both for our flights and for our sales, marketing, etc.
a global financial crisis. My mandate is to create a smart airline and not Very few airline executives will ever have the opportunity to be a part
the world biggest airline – ‘smart’ equates to factors like customer of such a new and bold start-up. Within the airline industry, Etihad
satisfaction, price elasticity, load and yield factor.” is a very attractive place to work. Moreover, when executives move
to Abu Dhabi, it heightens the buzz and a sense of feeling that we
Describe the strategy or business model that enabled are altogether changing the airline industry and going at a pace
your company to achieve its high rate of growth. unequalled before. This is an exciting challenge many want to be a
part of. It was and still is very much of an ‘all-in, sleeves rolled up’ place.
Hogan: “As a completely new airline with a blank sheet of paper, we 7. Targeted brand promotion. We have rolled our sponsorship
had the opportunity to break new ground without the baggage associated agreements in the sporting and entertainment industry to promote
with more established airlines. With a view to becoming best in class, and build our brand in a targeted way: rugby in the United Kingdom
we have made a considerable investment in fleet and product. In the (Harlequins), football in the United Kingdom (Manchester City),
critical area of aircraft acquisition, we took into account the objective for hurling in Ireland and stadium naming rights in Melbourne. We are
Abu Dhabi to be a global aerospace hub. It is our aim to make a major now using a Bollywood Actress (Katrina Kaif) as our Brand Ambassador.”
impact on the economy and global stature of Abu Dhabi.”
Briefly describe the financing of your company and how this
What were the major growth accelerators for your company financing impacted the growth of your company.
in its high-growth years?
Hogan: “Like any start-up, we required and were given seed capital by
Hogan: “No airline has ever grown as fast as Etihad in its early years. our shareholders. After that, we went to raise capital in the global
Major growth accelerators include: financial markets. The shareholders’ capital provides a base for building
1. The Middle East’s location on the globe. We sit perfectly between the rapidly growing business in support of the Abu Dhabi 2030 Vision,
East and West. There are hundreds of millions of potential but the majority of the capital required to finance major assets such as
passengers within several hours of Abu Dhabi. We are well-situated aircraft is raised in the global financial markets, most notably in the
to benefit from growth in the Indian market. For long-haul flights, aviation finance markets. Twice a year, we undertake financial road
the Middle East can be a one-stop flight as opposed to a shows where we cover strategy and the financial implications of our
two-stop flight. plans with existing and potential lenders. Etihad has actively broadened
2. Our customer segmentation. While we receive many awards for our and diversified its access to the global markets by diversifying the
premium classes, our economy cabin has several strong groups that range of lenders, geographical markets and the types of structures
help fuel our growth – including the religious pilgrimage traffic, the used. Ultimately, our mandate is to run Etihad as a financially
labour traffic from Asia and Africa to the Middle East and the leisure independent entity.”
traffic. Our religious traffic and the labour traffic continue relatively
What were the major challenges your company had to handle in Give examples of dark moments or negative periods that your
its high-growth years, and how were they managed? company or you faced as part of your journey as an executive
with this company.
Hogan: “We literally started from scratch. There were an enormous
number of pieces of the puzzle to put together in a short time. Some Hogan: “The global financial crisis certainly was a dark period for the
key ones were fleet decisions and acquisition negotiations, hiring and airline industry in general and, to a lesser extent, for Etihad, as reduced
training of crew and staff, operations setup for maintenance, marketing demand for our business and first-class cabins impacted our bottom
offices in multiple cities and so on. There was a programmed ramp-up line. Luckily for us, the Middle East and Southeast Asia were still growing
in all of these areas, which meant that it was essential to attract and (albeit more slowly) in 2008-2009. The GFC did push our break-even point
retain experienced industry players. We placed high priority on having a back a year. However, many of us have been in the airline industry a long
hard-nosed attitude to cost management with our rapid growth. When time and know that periods and events like this come along. The Swine
you ramp up an airline as fast as we did in such a short timeframe, there Flu pandemic, and later, the Iceland volcanic ash airspace closure were
are inevitably big setup costs. We are now starting to see the benefits of also certainly negatives. You have to be flexible and be able to adapt quickly
cost economies associated with some of the scale we have achieved as in this industry, or else you will not be a long-term player. We have worked
we enter a more mature phase of operations. These scale benefits show very hard at building our resilience to move forward in these shock periods.”
E TIHAD AIR WAYS E T I H A D A I R WAY S
NUMBER OF PASSENGERS HEADCOUNT

IN MILLIONS
7 10,500
6 9,000
5 7,500
4 6,000
3 4,500
2 3,000
1 1,500
0 0
2004 2005 2006 2007 2008 2004 2005 2006 2007 2008 2009
up in areas such as aircraft utilization, productivity and cost per mile What are the key lessons about entrepreneurship and successful
measures. We have partnered with other Abu Dhabi groups, such as our growth strategies you’ve taken from your company experience?
outsourcing with Abu Dhabi Aircraft Technologies for the maintenance,
repair and overhaul of our fleet. This has benefited our cost structure as Hogan:
E T I H A D A I R WAY S
well as helping them build scale and stature. 1. “People and behaviour. You should never lose sight of what drives
the behaviour of your paying customers, and this has to be forward-
“One concern with managing our growth is balancing the too early versus looking. For example, we have to stay in front of the curve in terms
Orders Sponsors Sponsors All Buys naming rights Enters code share Receives
too late acquisition of capacity. For a global airline, this is a big issue, of customer expectations as regards in-flight entertainment.
24 Airbus, Harlequins Ireland Hurling to largest indoor agreement with Skytrax award
especially given the costs
4 380sofand
acquiring
5 and maintainingRugby/Rugby
our fleet of planes.” 2. Recognizestadium
Championship and embrace the diversity
(55,000 seats) in your
American customer
Airlines base. Best
for World’s
Boeing 777s League Club in Melbourne, Australia First Class
A global airline, by definition, draws customers from diverse
NOV 2004 2006 2007 2008 geographies,
2009 religions, food requirements,
2009 economic
2010 status, and so
2003
on. You have to build your whole customer experience model
Makes first Earns World Appoints Receives Skytrax Makes largest
so that theAchieves
way youSkytrax
manage this Becomes
diversity shirt Appoints
is a source of competitive
commercial Travel Award for James award for Best commercial order award for Best sponsor/partner Bollywood
flight World’s Leading Hogan CEO Economy Class advantage.”
in airline history, 
Business Class of Manchester Actress Katrina
New Airline Catering including 55 Airbus City EPL Club, Kaif Brand
and 45 Boeing England Ambassador
Prepared by George Foster and Xiaobin He, 15 November 2010
Financial Technologies India Ltd. | India
Overview :
FINANCIAL TECHNOLOGIES INDIA LTD. F I N A N C I A L T E C H N O L O G I E S I N D I A LT D.

Financial Technologies (FT) India Ltd operates one of the world’s largest networks
Section 7 – Executive Cases: Financial Technologies India Ltd.

of 10 financial exchanges
REVENUE
connecting the fast-growing economies
MILLIONS (Rupees M)
HEADCOUNT
of Africa, the
Middle East, India and South-East Asia. The group also has six ecosystem ventures
Rs 3,500 3,500
addressing the need for clearing, depository, information vending and payment
Rs 3,000 3,000
gateway for these exchanges. The group is among global leaders offering
technology Internet protocol (IP) and domain expertise for creating next-generation
Rs 2,500 2,500
financial markets that are transparent, efficient and liquid. It was co-founded by
Rs 2,000 2,000
Jignesh Shah and Dewang Neralla. The group’s exchange ventures include the
Rs 1,500 1,500
Multi-Commodity Exchange of India (MCX, 2003), National Spot Exchange (NSEL,

Rs 1,000 1,000
2005), Dubai Gold and Commodity Exchange (DGCX, 2005), Singapore Mercantile
Exchange (SMX, 2006), Global Board of Trade (GBOT, 2006), Indian Energy
Rs 500 500
Exchange (IEX, 2007), MCX-Stock Exchange (MCX-SX, 2008), Bahrain Financial

Rs 0
2003 2004 2005 2006 2007 2008 2009
0
2003 2004 2005 2006 2007 2008 2009
Exchange (BFX, 2008), as well as Bourse Africa (2008). The Group’s Ecosystem
ventures include IBS Forex (2001), Atom Technologies (2005), National Bulk
Handling Corporation (2005) and TickerPlant (2006).
FINANCIA L T E C H N O L O G I E S I N D I A LT D .
ODIN software FTIPL and e.Xchange on Introduced the Launches DGCX, the first int’l MCX-SX commences
suite goes live the Net Limited merged – first derivatives commodities and currencies trading of currency
on NSE named Financial trading platform derivatives exchange between derivatives
Technologies (India) in India Europe and Far East
2010
1995 1998 1999 2000 2001 2002 2003 2005 2008 2009
2011
Jignesh Renamed Financial Implements India’s MCX kicks off operations using Receives ISO Three new international
Consultancy Technologies India first Multi-Exchange end-to-end Exchange certifications exchanges going live:
Services Private Limited (FTIPL) Internet trading Technology Operations 27001:2005 and SMX, GBOT, BFX
incorporated platform from the company 9001:2000
Quotations from:
Jignesh Shah is co-founder and group CEO of Financial Technologies. A leading creator of next-generation and tech-centric financial markets,
Shah has promoted public-private partnerships (PPP) with several countries and government entities in order to promote various global exchanges.
He has been featured in the ‘Top 30 Global Innovators in E-finance’ by Institutional Investor magazine. Shah was also listed among the ‘Dominant
Financial & Futures Industry Leaders’ by the Futures Industry Association. He graduated with a BE in Engineering from Bombay University. Starting
at the Bombay Stock Exchange (BSE) in 1990, he worked on Project BOLT (Bombay Online Trading System). Shah was named a Young Global
Leader by the World Economic Forum in 2007.
Dewang Neralla, co-founder and director (technology), is a technology strategist at the Financial Technologies Group. He has been instrumental
in establishing a strong global product portfolio and has laid down the technology infrastructure that is the growth driver for the Financial
Technologies Group’s various divisions and subsidiaries. He holds a bachelor of engineering degree in computer science. Prior to FT, he worked
at the BSE, including helping the exchange team design the BOLT trading system.
What was the source of the initial idea, and how did that idea Technology solutions, exchanges, and ecosystem technology solutions:
evolve into a viable high-growth business venture? How did it Our three lines of business drive each other. Thus, the demand for
change over time? each line is created by the other, causing a ripple effect, which ensures
revenue and growth for these businesses. From the technology
Shah: “My co-founder, Mr. Dewang Neralla, and I studied in the same solutions perspective, over 80% of Indian brokers are on our clientele list
college and had a common interest in stocks. by becoming members on our exchanges. Hence, it’s a close-knit
community with whom our Group does business, and their association
After having completed electrical engineering, I joined the Bombay Stock with FT is special and indispensable.
Exchange (BSE), India’s oldest exchange for trading in stocks.
In January 1991, BSE decided to automate the numerous manual “The FT Group offers a product-centric business model and a highly
processes of the exchange, and the Technical Projects Department robust and scalable exchange technology platform, which gives the
was in charge of this. Mr. Dewang Neralla had also joined BSE in the highest level of reliability, scalability and functionality to its clients.
same team. Dewang and I, along with the rest of the team, were sent to FT has earned its reputation by offering highly differentiated products to
Singapore, the US and other countries with developed financial markets its clients, as compared with any other competitor, along with a strong
to study their stock exchange operations. It was during this time that we orientation towards customer service and excellence, thus enabling us
both studied the history of Indian stock markets and deliberated upon to have a clear and competitive advantage.
its immense potential. We realized that every financial product could be
digitized and internationalized, and we decided to explore this avenue. “Our domain expertise has been most critical to the growth of our business.
We quit our corporate careers and ventured out as entrepreneurs to We have developed a highly specialized knowledge in creating and
start our own technology company. The company commenced operating financial markets. We possess the know how to leverage
operations in 1995 with a 15-member team and for the next three years technology and operational synergies, which enable us to enjoy economies
we concentrated on developing the core product. In April 1998, we of scale for pre-trade, trade and post-trade. FT is a leader in offering
introduced our flagship electronic trading solution – ODIN – to the world. global technology and domain expertise to create next-generation
From then on, there was no looking back. Our company went on to financial markets that are transparent, efficient and liquid. We establish,
set up a commodity exchange, gold exchange and mercantile exchange build and manage next-generation markets at the lowest operational
with a spotlight on fast-growing economies in Asia, Africa and the and capital costs.”
Middle East.”
What was the initial growth vision or aspiration of your in its high-growth years?
founding team? Was there a sizeable change in this growth vision
or aspiration over time? If yes, please describe. Shah:
• “Our founders shared a clear vision not just to be a commercial IT
Shah: company, but to be an IT company that creates and operates
• “We were envisioned to capitalize on the immense potential that transparent financial exchanges.
India’s financial markets posed. • It was liberalization and globalization that opened the doors to
• We always wanted to create and operate transparent and efficient various sectors and seeded the idea of this company.
financial exchanges. • In 2002, the Forwards Market Commission (FMC), the regulator for
• We had a very clear vision to become a ‘specialized IT product commodity markets in India, granted a green signal to private
company’ and not a just a ‘commercial IT company’.” companies to set up commodity exchanges.
• In 2008, capital market’s regulator, the Securities and Exchange
Describe the strategy or business model that enabled Board of India (SEBI), encouraged the entry of more players in the
your company to achieve its high rate of growth. stock exchange arena, thus inculcating a competitive environment
in the marketplace.
Shah: “One of the main strategies of Financial Technologies Group of • The different skill sets of our founders became a major strength
Companies that led to a high rate of growth has been the self-fuelling for our company. While the Group understood financial products
growth business model: very clearly, Mr. Dewang Neralla went about creating exciting codes
for digitizing them.
• The company strongly believes in giving intellectual challenges and
satisfying its employees.”
Section 7 – Executive Cases: Financial Technologies India Ltd.

with this company.
Shah: “Fifteen years back, we began with a meager start-up capital of
rupees 5 lakh (approximately US$ 10,000), which was self-funded. We Shah: “I have always believed, right from my first day at the Bombay
gradually grew from being a small company of few work terminals to Stock Exchange, that results matter, efforts don’t. Since then, we have
a multibillion dollar company today, with a strong league of over 3,000 faced many challenging moments, although I’m not sure I would call
employees across 10 countries.” them dark moments. But, as an entrepreneur, I have been determined
to succeed against all odds. One of the many challenges we faced was
What were the major challenges your company had to handle in in transforming FT from a product company to a product-based service
its high-growth years, and how were they managed? (IP) company as an ‘exchange service provider’. This involved setting
up Greenfield Exchange Ventures in emerging, but fast-growing regions
Shah: from Asia to Africa. Back then, very few believed in the opportunities
• “Human Resources. During the IT boom, many key employees of these regions offered and fewer believed in our ability to successfully
our company were poached by others. Hence, employee retention shift the orbit. Today, a decade later, we are a global leader in this space
FINANCIAL TECHNOLOGIES INDIA LTD. F I N A N C I A L T E C H N O L O G I E S I N D I A LT D.
REVENUE HEADCOUNT
MILLIONS (Rupees M)
Rs 3,500 3,500
Rs 3,000 3,000
Rs 2,500 2,500
Rs 2,000 2,000
Rs 1,500 1,500
Rs 1,000 1,000
Rs 500 500
Rs 0 0
2003 2004 2005 2006 2007 2008 2009 2003 2004 2005 2006 2007 2008 2009
was a major challenge. In order to confront this challenge, we operating 10 Exchanges and six ecosystem ventures in four of the
continuously focused on providing intellectually stimulating projects fastest-growing international financial centres of the world.”
to our employees.
• Entering the ‘financial exchange’ game was a huge challenge as What are the key lessons about entrepreneurship and successful
FINANCIA L T E C H N O L O G I E S I N D I A LT D .
the company had to compete with larger and older institutions growth strategies you’ve taken from your company experience?
in the marketplace.” TIME-LINE / KEY EVENTS
Shah:
ODIN software FTIPL and e.Xchange on Introduced the Launches
• “One has DGCX,
to create the first
one’s ownint’l MCX-SX
intellectual commences
capital
suite goes live the Net Limited merged – first derivatives commodities and currencies trading of currency
on NSE named Financial trading platform • Eat, breathe, sleep
derivatives and sweat
exchange the ideaderivatives
between – only then will it succeed
Technologies (India) in India Europe and Far East
• Go for a sector with infinite depth
1995 1998 1999 2000 2001 2002 2003
• Question
2005
the norm and
2008
evolve”  2009
2010
2011
Jignesh Renamed Financial Implements India’s MCX kicks off

Prepared by operations usingGeorge
Martin Haemmig, Receives ISOXiaobin He, 19 November
Foster and Three new2010
international
Consultancy Technologies India first Multi-Exchange end-to-end Exchange certifications exchanges going live:
Services Private Limited (FTIPL) Internet trading Technology Operations 27001:2005 and SMX, GBOT, BFX
incorporated platform from the company 9001:2000
Fortescue Metals
FORTESCUEGroup | Australia
METALS GROUP F O RT E S C U E M E TA L S G R O U P
HALF YEARLY REVENUES A N N U A L C A S H O U T L AY S

IN MILLIONS (US$ M) IN MILLIONS (US$ M)
Overview :
$ 1,400 $ 1,400
In 2003-2004, Fortescue Metals Group (FMG) identified a potentially sizeable iron

$ 1,200 $ 1,200
ore body in the Pilbara region northwest of Western Australia. This ore body was
$ 1,000 $ 1,000
“stranded” 250+ kilometres inland, and FMG did not have any easy access to rail
$ 800 $ 800
and port facilities operated by two other major global mining companies in the
region (BHP Billiton and Rio Tinto). Fuelled by the growing demand from Chinese
$ 600 $ 600
steel producers, FMG conducted feasibility studies in 2004-2005. Then in 2006-

$ 400 $ 400
2008, innovative financing of over US$ 3 billion enabled FMG to build both a
$ 200 $ 200
railroad and port facility. Shipment of iron ore to Chinese steel company customers
commenced in April 2008. Revenues in its first full fiscal year of shipment (2008-
$0 $0
1H03 2H03 1H04 2H04 1H05 2H05 1H06 2H06 1H07 2H07 1H08 2H08 1H09 2H09 2003 2004 2005 2006 2007 2008 2009
2009) were US$ 1.831 billion. During its first seven years, Fortescue Metals Group
has grown to become the fourth-largest iron ore producer in the world (after BHP,
Rio Tinto and Vale).
FORT E S C U E M E TA L S G R O U P
Purchases Raises Begins port Begins rail Completes

first ore AU$ 70 million construction construction railway
tenements
APR MAY OCT JAN JUL FEB AUG NOV OCT APR MAY
2003 2003 2004 2005 2005 2006 2006 2006 2007 2008 2008
Forms Makes first Conducts Raises AU$ Begins Loads first

company ore sales definitive 3.2 B commercial ore shipment
agreement feasibility study mining
AU$ 1.95 B
Quotations from:
Andrew “Twiggy” Forrest is an Australian mining entrepreneur. He is the founding CEO and chairman of FMG (2003), which he built on a vision
of creating a major iron ore company in the Pilbara region of Western Australia. Forrest previously founded and was CEO (1995-2001) of Anaconda
Nickel (now Minara Resources). Many of the challenges Forrest faced while FMG battled major industry players he had previously encountered
while with Anaconda.
Mark Barnaba is a member of the Fortescue Board. He is co-founder and executive chairman of Azure Capital, and an adviser to multiple
Australian and global companies. Previously, he was co-chairman of Poynton and Partners, and GEM Consulting. He also worked for Goldman
Sachs and McKinsey and Company. Barnaba holds a BCom (Hons) from the University of Western Australia and a MBA from Harvard University,
and is an adjunct professor in Investment Banking and Finance at the University of Western Australia.
What was the source of the initial idea, and how did that idea “In the company’s formative years, none of the managers and employees
evolve into a viable high-growth business venture? How did it who started with Fortescue was actively looking for work with the
change over time? company. We targeted them because they had the personal attributes
Section 7 – Executive Cases: Fortescue Metals Group

we needed to accelerate Fortescue from another Australian junior
Forrest: “There were two initial circumstances that helped the development minerals explorer to a major, global mining company that achieved its
of the initial idea and were the starting points for the Fortescue story: vision. As momentum built, the public persona or personality of the
(1) a view that the major incumbent producers, BHP Billiton and Rio company attracted like-minded people to our vision.
Tinto, were too comfortable in their Australian duopoly status, and (2)
a realization that China (and Asia in general) was emerging as a “If Fortescue had not challenged the status quo, BHP Billiton and Rio
powerhouse of the international economy. Tinto would have remained the only large-scale iron ore producers in
Australia. We empowered our staff to challenge traditional thinking and,
“It became obvious China (and Asia) would need raw materials to enable in doing so, to create new and innovative techniques and processes.
it to achieve the growth and standard of living for its citizens that its leaders That extended from executive management through to exploration,
required, and that steel – and therefore iron ore – was essential as China construction, mining and even administration.”
transitioned through industrialization, urbanization and globalization.
“Once the market demand was identified, we began the real work to What were the major growth accelerators for your
discover sources of high-grade iron ore and new, innovative, low-cost company in its high-growth years?
methods to supply that demand.”
Forrest: “Our relationship with China was and continues to be extremely
What was the initial growth vision or aspiration of the founding important to our long-term future.
team? Was there a sizeable change in this growth vision or
aspiration over time? If a change, please describe. “Fortescue invested considerable time in talking to potential customers,
starting a relationship and proving our capability to deliver to commitments.
Forrest: “The iron ore industry relies on scale. It is a bulk commodity,
so there was a determination right from the outset to grow the company “Talking to customers openly and clearly and honestly isn’t rocket
and its output to achieve the critical mass that serious participation in science, but it is often neglected by business, particularly big business.
the industry requires. Having a very strong and experienced marketing team provided Fortescue
with a competitive advantage when it was trying to sell its product into a
“Becoming the ‘new force in iron ore’ wasn’t a marketing slogan – it was market dominated by huge existing players. The marketing strategy had
a vision and a cultural mantra adopted throughout the company. The the top 60 steel mills of China identifying with us and dealing personally
long-term vision and ability to expand rapidly and take on the three with the decision-making senior executive.
major incumbents (BHP, Rio Tinto and Vale) have been core compo-
nents of every project design since day one. “Once people realized Fortescue’s fortunes were largely tied to
China’s rapidly expanding fortunes, they quickly realized the potential
“Even though Fortescue has become the new force in iron ore in an of the company.
amazingly short period of time – making it the fourth largest sea-borne
iron ore exporter in the world – its vision remains firmly fixed on “We set stretch targets and then worked with our staff and business
expanding the scale of its current output almost tenfold.” partners to do everything humanly possible to achieve them. As a result,
we built a massive project in record time, and we ramped up our mining
Describe the strategy or business model that enabled production at a rate never before seen in the Australian iron ore industry.”
your company to achieve its high rate of growth.
Barnaba: “Andrew is clearly a brilliant entrepreneur. He has now built
Forrest: “High-quality people and a company culture demanding that two companies from nothing, with FMG literally rising from US$ 100 million
we challenge orthodoxy were instrumental in Fortescue’s growth. A to US$ 20 billion within six years, a feat managed by only a handful of
commonality of purpose through a clear vision and an attitude of never, companies globally over the last half-century. But that is not what makes
ever, ever, ever giving up were also critical. Andrew so special. It is his devotion to the north of Australia (the Pilbara
region), to the indigenous population of this country and to philanthropy “The changing nature of Fortescue prompted a massive recruitment
in general. Andrew is one of those people who is universally liked and programme as the company was transformed from a largely
makes you feel so special when you are with him. There are literally tens Perth-based company overseeing the planning and construction of
and tens of stories that can be recounted about how Andrew helped mine, rail and port to a mining company employing almost 2,000
this person or that cause. What drives Andrew is making a difference people. This change occurred within just 12 months.
and building something special – not wealth creation. He arguably is the
best-known Southern Hemisphere businessman in all of China. There “Attracting the right employees during a period of severe labour shortage
are very few Andrews anywhere in the world.” was not without challenges. However, the appeal of working for a
company with a mandate to grow and excel was attractive to many
Briefly describe the financing of your company and how this workers who wanted to break out of the traditional large corporate
financing impacted the growth of your company. mining mould. It is clearly much more exciting to work for a company
with strong growth prospects and vision than for a more bureaucratic,
Forrest: “In its very infancy, Fortescue was largely convertible note and slower moving corporation.
equity funded. Then the company was high-yield bond funded to US$ 2
billion for the major capital-raising to develop the rail, port and mines. “The global financial crisis (GFC) challenged all global commodity
producers, and Fortescue was not insulated from its effects. While the
“The capital cost to fund the construction and early operation of a mine, pace of some projects was decelerated, there was a clear resolve that
rail and port is a massive barrier to entry. Until Fortescue came along, its effects would be temporary, and Fortescue needed to position itself
that barrier to entry had prevented every iron ore explorer in the Western to take advantage of the opportunities that would be created once the
Australian Pilbara from breaking the BHP Billiton and Rio Tinto duopoly worst of the GFC was over.
– regardless of the size of their reserves or the skills, drive and desire of
their board and management. “Fortescue has always planned for the future. We were conscious of
the issues we would face 12 months ahead and worked to identify and
“For a company with no production track record and few assets apart address them before they became problems.”
from stranded iron ore deposits, securing approximately US$ 2 billion
from the high-yield bond market to overcome that barrier to entry was Give examples of dark moments or negative periods that your
extremely challenging. company or you faced as part of your journey as an executive
with this company.
“The bondholder covenants placed restrictions on Fortescue’s ability to
expand. These have proved challenging at times, but we have been able Forrest: “Securing US$ 2 billion in finance was the most challenging
to work within those covenants to build a platform for growth.” period of Fortescue’s short corporate history. Most debt funders
weren’t interested in providing finance to a company that had no
What were the major challenges your company had to handle in production track record, despite the skills and expertise of its board
its high-growth years, and how were they managed? and management.
Forrest: “The largest challenge was the changing nature of Fortescue’s “A never-say-die attitude, a resolve to realize our dreams and an
business. Over the course of five years, the company transitioned from unwavering belief in the fundamentals that underpinned Fortescue’s
being an exploration company to a construction company to a mining project were integral to overcoming some of those initial setbacks.
company. Now, as a miner focused on expansion, it is a hybrid of all three.
“The arrival of the global financial crisis when the company was only a
“Each of those phases of evolution has had competing objectives that few months into revenue also provided some significant cash flow and
require different management skills and experience to achieve the best cash management issues, but our focused and rapid management
result for the company. action and the stimulus programme implemented by the Chinese
government helped to overcome these concerns in short order.
“Tragically, there were fatalities associated with an accident in the “The list of faults with both the Minerals Resources Rent Tax and the
construction of the company’s infrastructure and a major cyclone Resources Super Profit Tax is comprehensive and long, but the
(hurricane) event at the project’s construction sites. The loss of life principles of both were flawed from the beginning. Taxation measures
Section 7 – Executive Cases: Fortescue Metals Group

has left an indelible mark on the company. These were Fortescue’s should promote investment, not penalize it, and governments should
darkest days and affected everyone within the company. consult with industry before imposing significant reforms on it.”
“The Australian government’s threatened imposition of the Resources What are the key lessons about entrepreneurship and successful
Super Profits Tax in early 2010 was another dark period for the growth strategies you’ve taken from your company experience?
company. Without warning and without consultation, the government
sought to impose a specific tax on the entire Australian mining industry. Forrest: “Hard work and determination are absolutely crucial, but they
The company’s strong view is that the tax would have rendered the will only get you so far. They need to be complemented by a team that
Australian mining industry much less competitive with the rest of the is empowered not just to provide solutions to problems, but to challenge
world due its flawed design. orthodoxy and pioneer new approaches, methods and technologies –
all driven by a clear vision and very strong never-say-die, achievement-
“We believe the subsequent replacement of the mooted Resources based culture.” 
FORTESCUE METALS GROUP F O RT E S C U E M E TA L S G R O U P
HALF YEARLY REVENUES A N N U A L C A S H O U T L AY S

$ 1,400 $ 1,400
$ 1,200 $ 1,200
$ 1,000 $ 1,000
$ 800 $ 800
$ 600 $ 600
$ 400 $ 400
$ 200 $ 200
$0 $0
1H03 2H03 1H04 2H04 1H05 2H05 1H06 2H06 1H07 2H07 1H08 2H08 1H09 2H09 2003 2004 2005 2006 2007 2008 2009
Super Profits Tax with a mooted Minerals Resource Rent Tax (MRRT) Prepared by George Foster, Dave Hoyt and Azure Capital, 15 November 2010
also suffered from the same lack of consultation and warning. The
proposed MRRT again was deeply flawed and, in addition, gave protection
to large, established, multi-commodity miners while undermining the
FORT E S C U E M E TA L S G R O U P
ability of developing mining companies to obtain the necessary financing
TIME-LINE
to develop their projects. We believe that if this tax is implemented in / KEY EVENTS
the future, the effects of that capital shield will be felt for decades to
Purchases
come as would-be profitable projects –Raises Begins
and the export revenue and port
jobs Begins rail Completes
first ore AU$ 70 million construction construction railway
they create –tenements
lie idle to the lack of infrastructure caused by the Minerals
Resources Rent Tax.
APR MAY OCT JAN JUL FEB AUG NOV OCT APR MAY
2003 2003 2004 2005 2005 2006 2006 2006 2007 2008 2008
Forms Makes first Conducts Raises AU$ Begins Loads first

company ore sales definitive 3.2 B commercial ore shipment
agreement feasibility study mining
AU$ 1.95 B
Globant | Argentina
GLOBANT GLOBANT
REVENUES HEADCOUNT
IN MILLIONS (US$ M)
Overview
$ 70
: 2,100
Globant was formed in 2003 by four founders (Martin Migoya, Martin Umaran,
$ 60 1,800
Nestor Nocetti and Guibert Englebienne) to combine the technology skills of Latin
$ 50 1,500
Americans (initially Argentineans) with the IT needs of global companies. The

$ 40 1,200
aspiration was to be the leading Latin America outsourcing company. The Latin
$ 30
America advantages Globant promotes include real-time communication,
900
geographic proximity and integrated teams. The ‘Day 0’ focus on software

$ 20 600
development includes design and innovation to meet scaling as well as engineering

$ 10 300
and infrastructure needs. Products are built using a combination of open source
$0 0
technologies and proprietary software. In July 2005, Globant was selected as an

2004 2005 2006 2007 2008 2009 2010 E 2004 2005 2006 2007 2008 2009 2010 E
Endeavor company by meeting criteria of being an emerging entrepreneur-driven

market leader with high potential and a passion to excel.
GLOBANT
Globant in First place Acquires Globant named

Global honors in Top 5 Accendra and as Cool Vendor
Services Global Service Openware by Gartner
100 list Providers list
2003 2005 2006 2007 2008 2010
Globant forms in Founding team Google selects Equity Equity

Buenos Aires selected as Globant as its Financing financing (US) Equity financing
by four Endeavor first outsourcing (local) round round of round of
co-founders entrepreneurs partner of $2M $7.8M US$ 14M
Quotations from:
Martin Migoya, co-founder and CEO, has an engineering degree from National University of La Plata and an MBA from the University of CEMA,
both in Buenos Aires. Prior to Globant, he was Director of Business Development and Regional Business Manager for Latin America at a large
consulting and technology company. He has worked in Argentina, Brazil, Mexico and the United Kingdom.
Guibert Englebienne, co-founder and CTO, has a computer science/software engineering education from UNICEN University in Buenos Aires.
He previously worked as a scientific researcher at IBM and later headed technology for CallNow.com. He has worked in Argentina, Venezuela, the
United Kingdom and the US.
What was the source of the initial idea and how did that idea November, just after the global financial crisis, when we asked for this
evolve into a viable high-growth business venture? How did it money. We used the cash to make a couple of small acquisitions in
change over time? Argentina that gave us important relationships and customers.”
Migoya: “After the Argentine financial crisis in 2001-2002 and the Describe the strategy or business model that enabled
Section 7 – Executive Cases: Globant

destruction of the currency, my salary plummeted. I had US$ 20,000 in your company to achieve its high rate of growth.
savings and I thought I could make more money trading. The only stock
I made money on was an Indian-based outsourcing company. That Migoya: “We create innovative software products that appeal to global
started me thinking about starting a business from Argentina by packaging audiences. That’s what we do. But the key concept was to change how
up Latin American talent for software development and selling these this was done to create more intellectual property for our customers.
services to first world global customers. The financial crisis devastated Software creation has been driven by an engineering approach.
many Argentine businesses but the devaluation of the currency allowed We brought more innovation in design to the industry because this is
us to compete on price and talent with other outsourcing companies something we (Argentineans) have a unique sensibility for. We also
in other countries. I called Guibert, (Englebienne), Martín (Umaran) and leveraged our expertise in both Open Source software and commercial,
Néstor (Nocetti) – all engineers working for multinationals – and said, proprietary software and blended them in a very smart way to get the
‘Look, we have a big opportunity here and we need to take it.’ We lowest cost of ownership for our customers. To service big global
started the company with US$ 5,000. We had a very clear idea from the customers, we created the concept of a software service company
start to build better and more software products for global audiences. where robust engineering, innovation and design meets scale, and that’s
We wanted to make a change in the IT services industry and build a how we sell ourselves. Our development methodology is also unique.
service organization oriented to develop premium software for global We use a methodology called ‘Agile’ which breaks down large design,
markets with a fresh approach from Latin America. While I didn’t expect development and implementation projects into smaller pieces that
the success we have had to date, we started the company with a long- we call ‘sprints’. It is very efficient, allows for more flexibility and the
term view and every decision was about building for the long term.” customer gets to see results at every step.”
What was the initial growth vision or aspiration of the founding What were the major growth accelerators for your
team? Was there a sizeable change in this growth vision company in its high-growth years?
Migoya: “Part of our growth has been due to geopolitical or cultural
Migoya: “From day one we were clear about two things. We wanted to differentiators in that we have exploited a huge talent pool for software
change the status quo of the software industry in terms of how to creation in Argentina and Latin America. We are also working on the
design and build software, and we wanted to build a company for the same time zone as our US and European customers for the bulk of
long term. We always wanted to be the leader in what we did outside the day, unlike in India or China. But there are other Globant-specific
of Latin America. From the beginning, we operated differently than reasons for our growth:
most Argentine IT companies that tend to hire contractors and extract 1. Engineering: We base a lot of what we do on open source
dividends immediately. We hired everyone as direct employees and technologies whereas most companies are not doing that because
re-invested 100% of everything we earned. We were also prepared for they are restricted in their partnerships with big commercial
our ownership to become diluted as we sought outside investors to help companies. We have partnerships with big commercial software
us grow. In 2004, when we had reached 100 employees, we realized companies, too, but from the outset we blended both open source
we had something bigger than we had imagined and that’s when we sat and proprietary technologies to create better software at a lower
down with our first group of investors. It took us nine months to raise cost. This is key.
our first venture capital round, which was US$ 2 million. We held onto 2. Design: The Argentinean creativity and taste, when applied to
the right to sell the company or take it public when we – as founders software design, has resulted in better interfaces. We have excellent
– wanted to. That is still very important to us today. After that, Google art and design teams at Globant.
selected us as their first outsourcing partner, and with Google as a 3. Innovation: We are constantly innovating and challenging and
customer it became easier to introduce ourselves to other companies, have structured the company to foster those traits. Therefore,
so our growth exploded. We raised another US$ 8 million in 2007 and instead of having a centralized team of innovators to solve specific
another US$ 14 million in 2008, which was amazing because it was in customer challenges, we send the challenges out company-wide.
We choose the best handful of solutions and then work through What were the major challenges your company had to handle in
them. This approach to problem solving has won us big projects like its high-growth years, and how were they managed?
Nike and many others and is very important to our growth.
4. Infrastructure: We know that our applications must be up and Migoya: There were two major challenges:
running 24/7, so we have a team of experts working to enable high 1. “Finance: Financing was a nightmare in the early stages. Although
availability and security of our products. we were earning revenue from day one (doubling revenue each year
5. Signature customers: We grew with the likes of EMC, Google, until 2008), we were trying to build the company for the long term
Sabre and Electronic Arts. After we got Google, we didn’t have to and that meant we had to re-invest everything we earned for
explain ourselves anymore.” working capital and to hire people not as contractors, but as full-
time employees. This consumed everything we had. We worked
Englebienne: “We learn fast. Like any organization, we make mistakes hard to get outside financing, but this was a learning experience
but at Globant we put a huge premium on learning from them. Growth because we also wanted a lot of control. We had to learn how to
factors include: hand over certain rights without losing control of the company.
1. The complementary nature of the founding team. We each have This is a huge psychological challenge.
different skills that we respect. We also found extra strengths of 2. Scale: In the early years we did not have enough power and
each other over time. influence to convince big customers that we could scale as fast as
2. Organization structure. Each of our areas of expertise (such as they wanted from a software services company. Each new customer
gaming, mobile and consumer experience) is now run as a studio helped give us more infrastructure in a sense. Many VCs were also
with its own founding team. Each team is now managing a studio concerned about scale challenges. Being a services company tends
organization larger than Globant was for several years after 2003. to have a lower return than a pure product company. But we are a
3. Communication within the company. We share our plans with services company and we do it very well because we are doing it
everyone within the company. Our telephone operators can tell you from Latin America and can compete on talent and price.”
our revenue budget numbers. We also run an ‘Accounting for
Non-Accountants’ programme every month to improve our Give examples of dark moments or negative periods that your
employee knowledge base.” company or you faced as part of your journey as an executive
with this company.
financing impacted the growth of your company. Migoya: “The global financial crisis (October 2008) was a painful hit. We
had been growing at 100% per year since 2003. Then, in 2008, it was
Migoya: “We started the company in 2003 with US$ 5,000 and we 15% in terms of revenue. We had grown to more than 500 employees.
self-funded through revenues and by reinvesting everything back into the This changed the dynamics of the company and we worked very hard
company until the end of 2004 when we needed additional investment to get through it. We turned it around by exploiting customers’ need for
to grow in scale and infrastructure. In 2005, we raised US$ 2 million value-added services at a lower cost, which is what we can deliver using
initial capital from Argentine investors managed by FS Partners. By Latin American talent for software services. This was the idea from the
then, we already had 150 employees. We raised an additional US$ 8 start of the business, but after the crisis, we ran even harder and had
million in October 2007 from Riverwood Capital, a US venture fund. renewed focus.
We raised a second US$ 14 million round with Riverwood Capital and
FTV Capital a year later, right after the global financial crisis exploded. Money crunch. “Other dark moments have more to do with the
We used the money for headcount growth, to bring in experienced entrepreneurial side of things like financing and not having enough
executives and professionals, and for a few small, strategic acquisitions. money to pay salaries or enough power to convince customers they
In 2008, we acquired Accendra, which is headquartered in Buenos Aires could scale as fast as they want. There are particular problems of every
and had cultivated a strong relationship with Microsoft that we wanted entrepreneur that once you’ve lived through, you don’t want to face
to leverage. We also bought Openware, based in the city of Rosario again. Another dark moment was a failed attempt at a spin-off.
in Santa Fe, Argentina. Openware had expertise in infrastructure and We started a small spin-off company for VOIP. We thought we could be
security software, and that acquisition resulted in consulting firm Deloitte successful in everything we started, but the people we placed to
& Touche becoming a Globant customer. So, our acquisition strategy at operate it were not very good and it failed. We suffered because of that.
the time was for technology or customers.” We found we were not as good as we thought.”
Englebienne: “There have been many dark moments, but our ability to Englebienne: “Beyond Martin’s points I would add:
learn fast has meant we have been able to leave those moments behind 1. It’s essential to build a strong team
without regretting so much. We learned a lot from the 2008 global financial 2. Create a culture that is extremely appealing to those who work there
crisis, including the need to remain close to our customers. We also 3. Develop an ability to learn fast” 
learned to run a tighter ship and trim our sails to survive the rocky seas.”
Section 7 – Executive Cases: Globant

Prepared by George Foster, Antonio Davila, Xiaobin He, Pilar Parmigiani and
Endeavor Center for High Impact Entrepreneurship, 17 November 2010
Migoya: “We are trying to continually teach and inspire new rounds
of entrepreneurs in Latin America. There are several key lessons
we try to convey:
1. Think Big. I think if you want to be a successful entrepreneur you
can’t afford not to. You need to really believe that you can alter your
environment with what you are doing.
GLOBANT GLOBANT
REVENUES HEADCOUNT
IN MILLIONS (US$ M)
$ 70 2,100
$ 60 1,800
$ 50 1,500
$ 40 1,200
$ 30 900
$ 20 600
$ 10 300
$0 0
2004 2005 2006 2007 2008 2009 2010 E 2004 2005 2006 2007 2008 2009 2010 E
2. Money will follow. Don’t pursue entrepreneurship for money alone.

You need to pursue your convictions and your passion instead
of just the money. It took us a long time to learn that. This is
very important.
GLOBANT
3. Serve others. If you are starting a company and you think that you
are doing this just for you and your partners, then you areTIME-LINE
wrong. / KEY EVENTS
You are doing it for a lot more people. What you are doing will affect
Globant
many, many families in
and people. You have to teach, learn, and First place Acquires Globant named
Global honors in Top 5 Accendra and as Cool Vendor
influence all the way.
Services Global Service Openware by Gartner
100 list Providers list
4. Enjoy it. Because if you are not, then you will be suffering a very
2003
long time.” 2005 2006 2007 2008 2010
Globant forms in Founding team Google selects Equity Equity

Buenos Aires selected as Globant as its Financing financing (US) Equity financing
by four Endeavor first outsourcing (local) round round of round of
co-founders entrepreneurs partner of $2M $7.8M US$ 14M
REVENUES HEADCOUNT
IN THOUSANDS (US$ K)
$ 14,000 350
$ 12,000 300
Grid Dynamics | US and Russia

$ 10,000 250
$ 8,000 200
Overview :
$ 6,000 150
Grid Dynamics was founded in 2006 by Victoria Livschitz, who previously worked
$ 4,000 100
at Sun Microsystems helping tier one enterprises scale extremely complex and
large IT systems. The company was founded with the mission to become a global
$ 2,000 50
leader in scaling mission-critical enterprise systems. Housing 90% of its engineering

$0
2006 2007 2008 2009 2010
0
2006 2007 2008 2009 2010
organization in Russia, Grid Dynamics helps top enterprises like eBay, Macys.com,
Cisco, and GE Money Bank build scalable and elastic application infrastructures
for mission-critical business systems.
GRID DYNAMICS
Grid Launches Russian Macys.com & Adds engineering Buys Russian

Dynamics operations; hires eBay signed as centres in engineering
Incorporated development team clients Moscow and company Mirantis
St. Petersburg
JUN FEB APR JUL OCT FEB SEP DEC JAN JUL
2005 2006 2006 2006 2006 2007 2008 2008 2009 2009
Grid Dynamics CEO First Enterprise Becomes consulting Funding by DFJ / Selected by
designing SunGrid – Client – PayPal arm of GigaSpaces; VTB Aurora Microsoft to help
first private cloud at leader in in-memory venture fund define cloud services
Sun Microsystems data grid technology roadmap
Quotations from:
Company president and CEO Victoria Livschitz spent a decade as a principal architect for Sun Microsystems pioneering the use of Java in
factory automation, designing the industry’s first real-time fraud detection system and architecting the first utility-computing product for software
developers. She is the winner of numerous awards, including Sun Systems’ Engineer of the Year. She holds a BS in computer science from Case
Western Reserve University.
Boris Renski, EVP of Marketing & Alliances, joined Grid Dynamics with its acquisition of Selectosa Systems, a product development consultancy
he had founded. He previously served as VP of business development at R&K, one of Russia’s largest IT conglomerates. He holds a Bachelor of
Science in information systems and business operations from Santa Clara University in California.
What was the source of the initial idea, and how did that idea envisioned as a vehicle for subsidizing the expenses associated with
evolve into a viable high-growth business venture? How did it product development. However, over a short period of time, the market
change over time? took the company where the need was the most acute – services in the
space of delivering highly scalable application infrastructure. The
Section 7 – Executive Cases: Grid Dynamics

Livschitz: “At Sun, I was product architect where we developed the first impressive rate of enterprise adoption of the new, cloud based delivery
cloud computing utility called SunGrid. I saw that computing in the next model of IT resources constitutes a dramatic paradigm shift in the IT
10 years was going to change dramatically, driven less by the Moore’s industry as a whole with many, very significant consequences.”
law and more by the fact that data on the Internet doubles every 11
hours. We were going to see enormous aggregation of computing. Describe the strategy or business model that enabled
Things will have to be designed to be able to scale and most companies your company to achieve its high rate of growth.
do this very poorly. Designing applications to extreme scale was my
career specialty at Sun. I had a growing dissatisfaction working within Renski: “After we identified our market niche and service-based
a larger company. I would always have to be selling my ideas to some business model, we started to look into resources to bring our business
big suits. When you cannot get the mother ship to do what is right, you idea into reality. From the very beginning, we realized that key growth
have to do one of two things – put up or shut up. So, at the age of 35, factor is people with top engineering and computer minds. The Russian
I founded Grid Dynamics.” market has a high concentration of high-tech specialists that meet these
criteria. And what is more important, Russia as a country with strong
Renski: “Victoria Livschitz was deeply involved in projects for over tradition in fundamental sciences.
15 years with major corporations. Having very early exposure in the role
of key architect to the problems associated with engineering highly On the sales and marketing side, our strategy is based on building
scalable application infrastructure of unprecedented scale, she was able partnerships with product companies delivering new, innovative solutions
to foresee the emergence of great demand in professional services in in the cloud computing space. As mentioned earlier, there are hundreds
that space. It was clear that continuous evolution of internet technologies, of companies in the space that focus heavily on pushing their products
coupled with the change in IT resources delivery model from on-premise to market. They do not have the bandwidth to deliver professional
to cloud would fuel the increase in complexity and scale of next services around their products, but do understand that it’s a key
generation data centres. Grid Dynamics was founded with a vision component. Such companies are eager to spend resources to promote
to offer this, much needed, engineering expertise in delivering highly their new products and advertise Grid Dynamics as the professional
scalable and elastic application infrastructure for mission-critical services partner of choice. Leveraging marketing dollars of our ‘product
enterprise systems.” partners’ gives us a great edge over competition in putting ourselves on
the radar in this increasingly crowded space.”
What was the initial growth vision or aspiration of founding
team? Was there a sizeable change in this growth vision What were the major growth accelerators for your company
or aspiration over time? If a change, please describe. in its high-growth years?
Livschitz: “If you are a small company and you want to be an expert Renski: “We believe that our major differentiator is being able to inject
and a leader, you have to narrow your focus, especially if you are in a cost-efficiency into the process of innovation, or, so called optimization
huge emerging area. At the outset, we narrowed our focus to applications of IQ per dollar. In other words, there are many professional service
scalability. As we progressed and the market evolved, we have been companies that know how to deliver cost-efficiency and execution
adding areas of scalability beyond applications scalability – areas such excellence when it comes to solving well understood, predicable
as high performance computing and cloud computing. We are now also problems. However, there are very few that can predictably and cost-
adding specific industry areas of expertise like ecommerce efficiently go to places where no one has been before; solve extremely
and life sciences.” complex engendering problems and do so in an efficient way. We
believe we can and here is why. The secret to our success is based
Renski: “Grid Dynamics originated as a product company, focused on on three pillars:
developing a set of tools for helping enterprise applications leverage 1. HR and recruitment process optimized to source the best problem
various cloud services. Grid Dynamics professional services division was solvers and out of the box thinkers that Russian talent pool has to
offer, augmented by Silicon Valley-based veterans of the IT industry
with deep understanding of customer problem sets.
2. Investment in R&D in new technology offerings in the space of cloud Renski: “Both challenges and upsides that face our company are
and enterprise scalability. We have an internal R&D department that consequences of hyperactive growth cycles. As a fast growing
constantly monitors and evaluates new technologies that become company, we always need to optimize our corporate structure to avoid
available from start-ups, as well as large industry giants. misbalances, i.e. misalignment of sales and back-end operations when
3. The idea of co-innovating with the leaders on one end and helping you over-sell or under-perform. In a fast growing start-up, each new
facilitate adoption in extreme use cases on the other. To give an client could be both a new opportunity and a disaster. For example, in
example: we are vendor to Microsoft; responsible for helping them the very beginning of our history, when we were a small company of 50
define roadmaps for their product offerings in the cloud and people, Microsoft signed a contract with us. It was a big event for us
scalability space. The reason why they want our input is because we with huge growth potential, on the one side, but a project that required
work with customers like eBay and Agilent (largest players in their substantial resources to be relocated from other projects to this new
industries) and are exposed to their problem sets. We help the likes one. As a fast moving start-up company, you always have to predict and
of Cisco, Microsoft and Oracle (all of which are our clients) build their be prepared for such situations.
next generation products on one end and help the largest and
biggest customers – like eBay, Agilent, Macys.com etc. – adopt “As a fast growing company you are usually ahead of the market and
these new technologies to build systems with unprecedented are never 100% sure what will be the next market trend. Constant fine-
requirements in scale and availability.” tuning is a necessary part of our life.
Briefly describe the financing of your company and how this Attracting and retaining talent is central to our growth. Currently, most
financing impacted the growth of your company. members of our Russian team are recruited from Saratov, Moscow
and Saint Petersburg – cities known for the quality of engineering
Livschitz: “I created a company without external financing. I was a first education. We have special programmes to track talent from the
time entrepreneur. I needed to prove the business worked before going very early stages, supporting university programmes, sponsoring
out for financing in a serious way.” programming competitions etc.”
Renski: “Grid Dynamics started in February 2006 as a conventional Give examples of dark moments or negative periods that your
‘garage start-up’ with a few friends who invested in future growth. In company or you faced as part of your journey as an executive
2008, after the initial stage of business development was over and the with this company.
company was ready for the next strategic move, Grid Dynamics raised
US$ 5 million in venture capital from DFJ/VTB Aurora venture fund. Livschitz: “We certainly had our share of them. In our first few years
I believe it was the right time to do the right thing.” as a start-up, especially one being bootstrapped, we had to worry about
survival, about cash flow, about making the payroll, and so on. There
What were the major challenges your company had to handle in were moments where I could see a sequence of unfavourable events
its high growth years, and how were they managed? putting us in the position of not making the payroll, such as a major
customer putting an ongoing project on hold. To make this venture
Livschitz: “Grid Dynamics is like an iceberg where 10% of its body work, we had to be very street smart.”
mass is observable to most of our customers. Many of the real brains
are in Russia. Building a multinational so that we all operate with the Renski: “Grid Dynamics is quite a young company, yet, I wouldn’t say
same values requires constant attention. I have a Silicon Valley mindset that we’ve faced a lot of dark moments in our history. Of course, as
where you share value with those who help create the value. Stock many other high tech companies, we were affected by the global
options are a very effective way to do this. Yet, in Russia stock options financial crisis of 2008, it was kind of a test of strength for all of us.
are not easy to implement and some versions of them are illegal. Fortunately, our business started to recover in mid 2009 and most
In addition, labour laws can differ. These are all part of the ongoing financial indicators looked quite encouraging for Grid Dynamics by
challenge of having a global HR policy.” the end of the year.”
What are the key lessons about entrepreneurship and successful Renski: “For me, the major lessons from our company’s growth story are:
To be able to rapidly grow, you naturally have to regularly take a lot of
Livschitz: “To start and build a company requires an incredible risks. There are many events constantly taking place that can either
Section 7 – Executive Cases: Grid Dynamics

commitment that takes all of you. This is both the most difficult thing make or break the company. It’s a rollercoaster of dramatic ups and
that I have ever done and also the most fulfilling. If you are absolutely downs non-stop. Being able to stay focused with your eye on the goal
driven by the vision of creating unique value, of creating jobs, making at all times is key. It is important not to get overexcited about something
change, and making people’s lives better, you should go out and start great or de-motivated by something bad…keep steady and consistent
a company. all the time, despite non-stop ups and downs. Some days you wake up
and feel – the company has made it. Others – you feel like bankruptcy is
“You have to listen to what the market says. You have to ideally find a imminent. You have to show excellence in tactical execution and stick to
perfect blend between (1) being right about what the market wants and the strategy no matter what your short-term feeling and impressions are.
is evolving to, and (2) the capabilities you have and are building up.
You have to be very open to what the market is telling you, no matter “Corporate culture is a key to success. You must create a culture of
what you would like to be hearing. excellence and commitment that motivates people to constantly deliver
GRID DYNAMICS GRID DYNAMICS
REVENUES HEADCOUNT
IN THOUSANDS (US$ K)
$ 14,000 350
$ 12,000 300
$ 10,000 250
$ 8,000 200
$ 6,000 150
$ 4,000 100
$ 2,000 50
$0 0
2006 2007 2008 2009 2010 2006 2007 2008 2009 2010
the best quality of services and with each project to find of a one-of-a-
“Avoid the temptation when you are a small company of tying your kind solution that meets individual customer needs.
future to large companies like Oracle or Cisco, You cannot tie your
strategy and operations to a single large company and expect to be “Importance of financial planning is often underestimated in rapidly
GRID DYNAMICS
able to continue to ride that wave. There are multiple problems with a growing companies. You always have to find a balance between a next
TIME-LINE
small company partnering with a much larger company: (1) they require / KEY EVENTS
stage of business expansion and profitability.” 
an enormous amount of your energy and they can drain you, (2) they
Gridyou can lose all your
reorganize frequently and Launches Russian overnight, Macys.com
relationships Prepared&by Martin Haemmig and
Adds engineering
George Buys Russian
Foster, 16 November 2010
Dynamics operations; hires eBaySupported
signed asby Russian Venturecentres
Companyin(I. Agamirzian, G. Bikkulowa)
engineering
and (3) no matter whatIncorporated
the small company thinks about team
development itself, you are clients Moscow and company Mirantis
St. Petersburg
not significant to them. You can quickly become collateral damage from
decisions
JUN made at high
FEB levels where
APR they JUL
are optimizing
OCT different things.”
FEB SEP DEC JAN JUL
2005 2006 2006 2006 2006 2007 2008 2008 2009 2009
Grid Dynamics CEO First Enterprise Becomes consulting Funding by DFJ / Selected by
designing SunGrid – Client – PayPal arm of GigaSpaces; VTB Aurora Microsoft to help
first private cloud at leader in in-memory venture fund define cloud services
Sun Microsystems data grid technology roadmap
Icebreaker | New Zealand
Overview :
Icebreaker is a Wellington,
ICEBREAKER New Zealand-based marketing company
I C E B R E A K E R whose product
is Merino wool-based apparel. Merino wool-based apparel Hprovides
REVENUE EADCOUNT
buyers with
an all-natural alternative to apparel made from synthetics. Its heritage is Merino
MILLIONS ($NZ M)
thermal wear apparel developed by Brian and Fiona Brakenridge, who raised
$ 140 210
Merino sheep in New Zealand. Their apparel had minimal sales over several years.
$ 120 180
Jeremy Moon, with the help of Peter Travers and Noel Todd, developed a business
$ 100 150
plan for the marketing of Merino apparel that led to Icebreaker’s formation in late
1994. Moon, at age 25, was the managing director. He has led the marketing of the
$ 80 120
Icebreaker brand and its products to a growing number of countries – two in 1998,
$ 60 90
five in 2003, 14 in 2008 and 32 in 2010. The customer count (retail outlets) has also
$ 40 60
expanded rapidly – from 180 in 2003 to over 2,200 in 2010. Icebreaker outsources
$ 20 30
its manufacturing and warehousing. The company is the winner of multiple awards,
many for its creative marketing. The company is committed to sustainability
$ 0 0
1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009
and animal welfare, and in 2008 began a programme called “Baacode”, to enable
consumers to trace the fibre in their garments starting at the sheep stations
(farms) that grew the Merino through its supply chain.
ICEBREAKER
Jeremy Moon Icebreaker Introduces Enters Enters US market – Baacode Programme.

chance formed, Moon disciplined merino European first entry with Consumers can trace
meeting with is Managing procurement policy market ineffective distributor fiber in garment to a
Brakenridges Director sheep station
1990s 1994 1995 1997 1998 1999 2000 2002 2003 2008 2010
Brakenridges Moon, Travers & Raises US$ Enters Enters Country market Country market Country market
create thermal Todd develop 250K in seed Australian Canadian count 5; retail count 14 count 32;
wear with business plan money – mostly market market outlet count 180 retail outlet
Icebreaker spent on count 2,200
brand marketing
Quotations from:
Jeremy Moon, before launching Icebreaker, was a project manager for CM Research. He holds a bachelor of commerce and a master of
commerce in marketing from Otago University. He is the winner of numerous awards, including Sporting Goods Business “40 under 40” Award,
and chairs the New Zealand government’s Better By Design Group. Noel Todd is a director of Todd Corporation, one of New Zealand’s largest
companies. Peter Travers is a retired executive from the Bank of New Zealand. Travers and Todd have been key advisers and financial backers
of Icebreaker from its genesis.
Section 7 – Executive Cases: Icebreaker

Moon: “Icebreaker, like many great things, started by accident. In 1994, Moon: “In the initial business plan in 1995, the vision was to ‘be the
an American girlfriend introduced me to a Merino wool farmer she had world leader in Merino outdoor clothing’ – so this has not changed in
stayed with as she backpacked around New Zealand. Brian Brakenridge 15 years. The founding challenge was ‘how do you build an international
lived on an isolated island in Marlborough with his family and 8,000 brand from New Zealand’. The business model we have created is a
sheep. He had developed some prototype thermal underwear made response to that.”
from 100% pure New Zealand Merino wool. He threw me a piece of
this extraordinary fabric across the lunch table. It felt soft and sensual, Todd/Travers: “The initial challenges were twofold: to establish market
looked lustrous and was totally natural. It was nothing like the wool I had awareness of the integrity, character and culture of New Zealand pure
grown up with, which was heavy and scratchy. And you could throw Merino wool and the distinctive wearable value of pure Merino made
this stuff in the washing machine. My first thought was that maybe clothing. At the same time, there was the challenge of establishing New
I could sell this to the Americans, and pay for a ticket to the US to see Zealand-based Merino garment manufacturing. Market recognition was
my backpacking beau. Hey, I was 24. But as I wore this fine wool T-shirt, firstly established in New Zealand, and progressively into the Australian
it proved to me – and to the others we showed it to – how well Merino market. Manufacturing of pure Merino garments was well established
wool performed in the outdoors, and how wonderful it felt. I was so in the South Island, near the mountainous regions of the predominant
enthusiastic about this discovery that I never saw my American girlfriend Merino clans. This was successfully achieved over the initial two to three
again – she was jilted by sheep. years, with market awareness and demand spreading beyond to the UK
market and progressively elsewhere. The first year of operations was
“To evolve the idea, I wrote a business plan, which had a clear future around US$ 60,000. Growth has continued to accelerate over the
vision of growing an international brand from New Zealand. I broke it 15 years, now reaching in excess of NZ$ 135 million (US$ 100 million).”
down into the different components which were: manufacturing, product
design, brand design, channels to market, team and finance. Then got Describe the strategy or business model that enabled
my thinking clear on each of those areas and used the business plan to your company to achieve its high rate of growth.
raise US$ 200,000 from eight investors, who were people in business
who could make some sort of contribution through their own experience Moon: “The strategy was to enter the outdoor market and offer a
or contacts. That was enough to incubate the business. Over time, the natural alternative to synthetics that still had technical capabilities,
board and I have been the same for 15 years, so we have had to evolve and use design to create a powerful meaning for consumers through
the structure of the business based on the change and complexity, due language, imagery and product.
to growth and markets that we were in. Every two to three years we
have to tear up our operating plan and write a new way to go forward, “The business model is to outsource everything that we don’t have a
or we would get constrained by the thinking of the past.” competitive advantage in. So we in-house all the core functions,
including product design and brand design. But we outsource all the
Todd/Travers: “Jeremy shared his vision after meeting the Brakenridge’s supply chain and logistics, so we have no manufacturing investment,
with a family friend and corporate banker, who was similarly inspired. which gives us the flexibility to create independent of the constraint of
They spent a few weeks modelling a possible business development what it’s possible to make and it lets us draw on the best technology
way forward, concluding to find five additional shareholders with ‘quite all over the world.
significant investment funds’. They responded, ‘If you invest, we will
also!’ and so ‘Icebreaker NZ’ was created in 1995, all with the objective “Around 2005, we evolved further when we shifted from being an
of realizing the ultimate potential of this very distinctive New Zealand exporter to being a global business – by that I mean we used to sell
clothing product.” product from New Zealand into other markets, and now we have wholly-
owned subsidiary companies in offshore markets, including Germany,
Australia, the US, Canada, France, Switzerland and Eastern Europe.
“We start with the Merino wool growers, where we have three-year Briefly describe the financing of your company and how this
forward contracts, where we pay a premium for the best quality – we financing impacted the growth of your company.
now buy 25% of New Zealand’s fine wool – and ship the wool to our
manufacturing partners in Shanghai, and then export finished products Moon: “We are a private company and I am CEO and the majority
to our eight operating companies around the world, led and coordinated owner. My challenge is to empower the business and grow with it, and
by our head office in Wellington, New Zealand.” not to catch ‘founders’ disease’.
Todd/Travers: “The fundamental strategy was to initially build a very “Our long-term intention is to remain a private company. This means
focused product range, which was based on intensive and wide-ranging we have the freedom to work in the best long-term interests of the
market research within initially New Zealand and Australia; concentrating organization without being driven by the needs of the share market or
production on the most positive distributor and market reactions, and by external investors.
progressively applying this process to global markets. The effect of this
approach was positive in multiple respects, effectively being strongly “This meant that initially we needed to get disciplines in place around
market demand driven, minimizing of surplus product types, and thereby sustainable growth from very limited capital base, but also that drove
maximizing use of available working capital. These strategic principles great efficiencies in our thinking. We have excellent disciplines around
were applied as the Icebreaker product range was progressively how we use work and capital and minimizing capital expenditure to get
marketed country by country globally. The business model concentrated the best use of our scare capital, we also reinvest the vast majority of
on focused selection of distributors, marketing strategies per country profits onto our business, so this year’s profits funds next year’s growth.
culture and characteristics, and recognition of distributor out-performance.” For example, this year we grow by US$ 20 million, and that’s funded by
last year’s profit (retained earnings).”
in its high-growth years? Todd/Travers: “The investment funding by the initial shareholders,
together with commercial bank funding, enabled Icebreaker to establish
Moon: “It took us about seven years to reach a tipping point, where and build growth during initial years. As growth accelerated globally,
we had enough people creating a positive word of mouth which rapidly increased bank funding became readily available, reflecting the belief
increased our awareness. We have always relied on below the line and trust the bank had in Icebreaker’s marketing and growth strategy,
word of mouth and grass roots marketing campaigns, we never spend the diligent concentration on matters financial, including, for example,
money on advertising. The last eight years have been learning how to full use of growing annual net cash flow to fund expanding growth
commercialize this internationally and set off a sequence of these tipping of business globally with the first modest dividend distributions in
points in every market we enter. This has let us build a business with Icebreaker’s 15th year of operation.
sales in excess of US$ 100 million.”
“The initial capital was introduced to the company by way of existing
Todd/Travers: “Fundamentally, the globally growing awareness of the shareholders, participation and capital increases.”
nature and benefits of clothing made from New Zealand Merino wool
(i.e. no itch, no odour, warm, breathable); in turn endorsed by the
location and character of the New Zealand Merino sheep, primarily
located in the mountainous, often snow-clad country of the South
Island. Another major growth accelerator was the strict inherence to the
business principles of debtor and stock controls to ensure continued
liquidity within the company. Jeremy Moon is himself a growth
accelerator. He understands every facet and every nuance of the
brand as if it were a family member. He has never dubbed himself as a
‘thought leader’, but all logical interpretations of the phrase confirm he
is. He matured very quickly as a CEO, recognizing that delegation was
important and employing the right people for the right job.”
What were the major challenges your company had to handle in “It’s very confronting to start a new company, a new category and a
its high-growth years, and how were they managed? new product from scratch – especially when you’ve never done it before
and don’t know what you’re doing. But when you start with nothing, it’s
Moon: “Every aspect of the business needs to be redesigned every few also very unconstrained and free. Every day and every dollar counted
Section 7 – Executive Cases: Icebreaker

years, so it’s Icebreaker’s state of perpetual flux and change as we learn so we learnt to learn quickly. And I had Peter and Noel – they were my
to evolve. That means me as a CEO – I have to change my operating conscience. They were rocks for me.
style every few years or I become the biggest constraint in the business.
To do this, I have an active network of business people internationally “No one liked us much in those first few years. We were trying to disrupt
who I draw on for insight and inspiration. My objective is to learn how the status quo and ask questions like: ‘When you’re in nature, does it
to be a CEO of a billion-dollar business and that’s an exciting growth make more sense to wrap yourself in nature, or in plastic?’ Ouch. The
curve for me and keeps me very challenged and engaged (but we are big guys didn’t like us much but most of the time we were under their
not in a hurry).” radar because we were tiny and nobody believed in us for many years.
Todd/Travers: “The principal challenge from early days to present times “The most challenging area for me was learning to delegate when I saw
has, simplistically, been to manage growth on a controlled, sustainable myself as the expert in this area, as I had run all the parts of the business
basis as distribution has expanded globally, seeking in the process to at some stage. But as we have brought on stronger management and
achieve concentration in countries of greatest longer term potential, have learnt from each other there is a down-deep trust between the
such as the US and certain European countries. These challenges are of senior management, and delegation is a pleasure not a chore.”
an ongoing nature and will continue to be so as awareness and demand
for pure Merino clothing products continue to grow globally.” Todd/Travers: “This is a ‘challenging’ question as, while there have
been moments of frustration, Icebreaker has not encountered ‘dark
Give examples of dark moments or negative periods that your moments or negative periods’ as such. These moments of frustration
company or you faced as part of your journey as an executive have been periodical operational problems (e.g., too much stock), there
with this company. have not been any specific strategic negative periods. On reflection,
this more positive result has primarily been the consequence of a
Moon: “At the end of the first year, Icebreaker made a US$ 176,000 combination of a few primary factors. For example, a very talented,
loss on total sales of US$ 110,000. We were almost out of cash. I paid strongly committed management team, which contributes to strategy
myself and my first employee, Michelle Mitchell, a pittance. Within three and operations on a collective basis, i.e. effectively 1+1=3 – consistent
years, sales had risen to US$ 750,000, and we made a profit of US$ with defined growth priorities and performance criteria. Leadership by
800. I remember one director saying, ‘This is the first company I’ve been example is an inherent culture, demonstrated inherently by our
involved in where you can drink the profits and still remain sober’. managing director, Jeremy Moon, 41 years old and originator of
Icebreaker. One other aspect, which is important to Jeremy, is creating
“Having burned my bridges in those early days, failure was not an option. a family culture within the business, because everyone is important.”
I had to work out how to get Icebreaker to work, even when I felt like
quitting. I remember driving home one day almost in tears of
frustration at 2 am after an 18-hour day. We had made our first delivery
and the sleeves were six inches too short, as the fabric had shrunk after
it was cut. I was exhausted. I always felt that I knew what to do next,
but not how to do it. Every day was a huge learning experience.
I became a good listener and learnt how to ask the right questions,
and how to find people who could help. They were always there if
I looked for them, and I made sure I thanked them.
What are the key lessons about entrepreneurship and successful Todd/Travers: “There are numerous lessons, in particular for Icebreaker.
growth strategies you’ve taken from your company experience? When defining a ‘vision’ for establishing and expanding a business,
test the reality of the concept with a range of already well experienced
Moon: “Firstly, the most important outcome we can have is a positive ‘entrepreneurs’, who have been ‘around the block’ multiple times
customer experience that generates word of mouth. already, who can define the possible pitholes, the critical performance
criteria, the best performance team leaders and structure, and so on.
“To do this, we need to integrate our design and identity across every Address and define the start-up and initial growth and investment
aspect of who we are and how we behave and what we make. So, strategy; to define the most viable financing structure, investment
I believe deeply in the vision of a deeply design-integrated company partners and financing sources; and consistently and stringently review
based on unlocking the creativity of the people within the business. development and performance on a regular basis.
“Secondly, having very good financial reporting systems so we have an “Another lesson which we have taken from the company experiences
accurate gage of where we are and how we are progressing. The bank is constantly reviewing your forward plans. Jeremy has never wavered
tells us that they get better reporting from us than some other publicly from his vision of a global approach.” 
listed companies.
ICEBREAKER ICEBREAKER
REVENUE HEADCOUNT
MILLIONS ($NZ M)
$ 140 210
$ 120 180
$ 100 150
$ 80 120
$ 60 90
$ 40 60
$ 20 30
$ 0 0
1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009
“Thirdly, growing a strong management team and having a very dynamic Prepared by George Foster and Geoff Whitcher, 17 November 2010 Bikkulowa)
culture based on exciting and excited people who enjoy each other’s
company is critical to our success.
ICEBREAKER
TIME-LINE
“Lastly, we are all passionate about our superior product, which really / KEY EVENTS
makes a difference to our customers’ lives – we have a deep belief in

Jeremy
our product and provide the Moon Icebreaker
world with Introducesto plastic- Enters
a superior alternative Enters US market – Baacode Programme.
chance formed, Moon disciplined merino European first entry with Consumers can trace
based outdoor clothing.”
meeting with is Managing procurement policy market ineffective distributor fiber in garment to a
Brakenridges Director sheep station
1990s 1994 1995 1997 1998 1999 2000 2002 2003 2008 2010
Brakenridges Moon, Travers & Raises US$ Enters Enters Country market Country market Country market
create thermal Todd develop 250K in seed Australian Canadian count 5; retail count 14 count 32;
wear with business plan money – mostly market market outlet count 180 retail outlet
Icebreaker spent on count 2,200
brand marketing
REVENUE HEADCOUNT
MILLIONS (US$ M)
$ 140 420
$ 120 360
Jazz Pharmaceuticals | US
$ 100 300
$ 80 240
Overview :
$ 60 180
Jazz Pharmaceuticals was founded in March 2003 as a specialty pharmaceutical

$ 40 120
Section 7 – Executive Cases: Jazz Pharmaceuticals

company focused on identifying, developing and commercializing innovative
$ 20 60
products to meet medical needs in neurology and psychiatry. It combines the

internal development and acquisition/in-licensing activities to build a broad
$ 0 0
2003 2004 2005 2006 2007 2008 2009 2003 2004 2005 2006 2007 2008 2009
portfolio of products and promotes them to target markets using an experienced

and motivated sales force. Jazz Pharmaceuticals went public in 2007 and its
revenue reached US$ 128 million in 2009.
JAZ Z P H A R M A C E U T I C A L S
Seed funding Acquires Orphan License of Launches Defaults Achieves Refinances

(US$ 15M) from Medical (US$ 150M) Luvox CR Luvox CR on debt US$ 100M all debt
Prospect and – gives company revenue
Versant commercial platform run-rate
MAR APR FEB JUN JUN FEB JUN APR JUN DEC APR OCT
JUN JUL JUN
2003 2003 2004 2005 2006 2007 2007 2009 1996 2010
2008 2008 2008 2009 2009 2010
Founding – US$ 250M IPO Decision to Saks resigns; Cozadd Resolves debt First full year
Bruce private equity Expands UCB (NASDAQ) reduce burn by steps into CEO role; default of profitability
Cozadd, Sam round led Partnership for reducing R&D stock at all-time low
Saks and by KKR Xyrem spend rate of $0.52/share
Bob Myers
Quotations from:
Bruce C. Cozadd is co-founder and has been chairman and CEO of Jazz Pharmaceutical since April 2009. From 1991 to 2001, he held various
positions with ALZA Corporation, a pharmaceutical company now owned by Johnson & Johnson. He serves on the boards of Cerus Corporation,
a biopharmaceutical company, Threshold Pharmaceuticals, a biotechnology company, and The Nueva School and Stanford Hospital and Clinics,
both non-profit organizations. He received a BS from Yale University and an MBA from Stanford University.
What was the source of the initial idea and how did that idea What was the initial growth vision or aspiration of the founding
Cozadd: “In working with two venture firms, I summarized my thoughts Cozadd: “The initial vision was to build a leading, independent,
on the best recipe for a successful specialty pharmaceutical company. sustainable specialty pharmaceutical company. We felt it important to
This included thoughts on the ideal management team, financing strategy, invest in both commercial and development activities and to promote
portfolio strategy, and characteristics of products and development our products to targetable physician audiences. On the development
programmes that would be attractive targets, along with pitfalls to avoid. side, we wanted to use a portfolio approach with multiple ‘shots on
I then set out to execute on this plan by recruiting the management goal’. The company would be patient-focused and would strive to be
team. When it became clear that the team would include people I had an excellent place to work.”
worked with before, I elected to join the team rather than serving only
as an organizer.”
Describe the strategy or business model that enabled Briefly describe the financing of your company and how this
your company to achieve its high rate of growth. financing impacted the growth of your company.
Cozadd: “The business model called for a commercial business initially Cozadd: “Our Series A financing (US$ 15 million) with two venture firms
formed around an acquired product, with a focus on high gross margin, enabled recruitment of our management team and development of
promotional sensitivity and a targeted physician audience. Our sales our business strategy. Our US$ 250 million Series B financing allowed
force would consist of experienced representatives with an incentive aggressive growth and execution of our strategy, while combining the
plan closely aligned with our objectives. The development business expertise of venture capital and private equity investors. We were able
would consist of a portfolio of projects where small investments could to leverage our commercial product acquisition to raise US$ 120 million
be used to de-risk potentially valuable opportunities, each of which in debt financing, and to use partnerships and project financing to grow
would be a product that could be launched in the US through our our development portfolio. Equity financing, including our IPO, was then
specialty sales force. Ex-US partnerships could be used to help fund the sufficient to get the company to profitability in 2009.”
development programs. One source of development programs would be
combining drug delivery technologies with known compounds to create What were the major challenges your company had to handle in
better therapeutic solutions to unmet medical needs. Our model called its high-growth years, and how were they managed?
for an unusually large initial financing designed to allow the company
to pursue multiple development programmes and run a true portfolio Cozadd: “We faced a number of challenges:
process without allowing funding constraints to unduly narrow that 1. Our first attempt to acquire a commercial product ultimately failed
portfolio. This required attracting a unique mix of investors, including when the selling company refused to honour our acquisition
private equity firms.” agreement. We walked away as we could not afford the time or cost
of litigation.
What were the major growth accelerators for your company 2. After we successfully acquired the product Xyrem, we were
in its high-growth years? subpoenaed in conjunction with a government investigation of
promotional practices at the company we had acquired. This
Cozadd: “Growth accelerators included the following: resulted in substantial legal expenses, investor uncertainty, and a
1. Rapid recruitment of an executive team that had substantial US$ 20 million fine (we had acquired the liabilities of that company).
experience working together on a very similar business model, and 3. We had development programme failures (as predicted),
with a track record of success that would attract financing including one late-stage failure. Fortunately, we had somewhat
2. Completion of an unprecedented US$ 250 million private equity de-risked this investment through risk-sharing project financing.
round less than 12 months after founding 4. Our 2008 product launch substantially underperformed relative
3. Acquisition of a small but growable commercial business through a to our forecasts. We managed through this by quickly and decisively
US$ 150 million acquisition (including US$ 80 million in debt reducing related expenses (including head count).
financing) in 2005 5. The worsening of the financial markets (including the market
4. Using ex-US partnerships and project funding of more than collapse in 2008-2009) left us unable to raise capital we had
US$ 60 million to expand our development portfolio assumed would be available. This was managed though a strong
5. Licensing a second commercial product candidate in 2007, will to survive and commitment by the entire company. All options
with launch in 2008 and risks were evaluated and the executive team chose a
6. Completion of a US$ 100 million + IPO in 2007 challenging path with the goal of bringing a new product to market
7. Positive clinical trial results on our fibromyalgia development and serving patients for the long term. Among other difficult choices,
programme in 2008 and 2009 we elected to default on our debt while focusing on getting the
8. Strong sales growth of both commercial products, reflecting volume company quickly to profitability. We were able to work with our
and price gains.” lenders to allow the company breathing room. Once profitable, we
were then able to resolve the debt default and refinance obligations
to strengthen our balance sheet.
6. Our former CEO resigned in 2009 during the difficult period
mentioned above. The rest of the team worked closely together to
restore confidence and maintain a positive working environment.
Employee turnover remained exceptionally low throughout this period.”
Give examples of dark moments or negative periods that your What are the key lessons about entrepreneurship and successful
company or you faced as part of your journey as an executive growth strategies you’ve taken from your company experience?
with this company.
Section 7 – Executive Cases: Jazz Pharmaceuticals

Cozadd: “Key lessons learned:
Cozadd: “Some dark moments included: 1. Operating and financing strategies must be aligned, and depending
1. The need to reduce headcount substantially (approximately 50%) on the continued availability of capital, is a risk factor.
during the recession was clearly a dark moment, particularly as 2. It is critically important to understand and plan for realistic
we realized that laid off employees would have a difficult time finding downside scenarios.
other employment. We treated them with great compassion and 3. With a strong focused management team, a company can
did everything we could to ensure they found other jobs. With succeed in a constantly changing environment.
our improved performance, we have been able to rehire some 4. Building a strong corporate culture can enable a company to
of these employees. survive significant challenges as employees feel a strong
2. The ‘dark cloud’ of the government investigation caused great commitment to each other and the company.
uncertainty and angst. We made a commitment to a real 5. Hire the right people and keep them motivated.” 
investigation, transparency with the government, and a strong
JAZZ PHARMACEUTICALS JAZZ PHARMACEUTICALS
REVENUE HEADCOUNT
MILLIONS (US$ M)
$ 140 420
$ 120 360
$ 100 300
$ 80 240
$ 60 180
$ 40 120
$ 20 60
$ 0 0
2003 2004 2005 2006 2007 2008 2009 2003 2004 2005 2006 2007 2008 2009

commitment to ethical practices and compliance. In the end, our
strong commitment to compliance convinced the government that
the problems we acquired had been adequately addressed before
we even knew of the investigation, and that our liability would be
JAZ Z P H A R M A C E U T I C A L S
limited to fines for the acquired company’s past practices.
3. During the period when the company was in default on itsTIME-LINE
debt and / KEY EVENTS
at risk of being forced into bankruptcy, our prior CEO had resigned,
Seed funding License of Launches Defaults Achieves Refinances
and our stock was tradingAcquires Orphan
at less than US$ 1.00 a share, the stress
(US$ 15M) from Medical (US$ 150M) Luvox CR Luvox CR on debt US$ 100M all debt
was intense and my
Prospect andpersonal lifecompany
– gives suffered. It took great teamwork, revenue
Versant commercial platform run-rate
commitment and resilience to manage successfully through this time.”
MAR APR FEB JUN JUN FEB JUN APR JUN DEC APR OCT
JUN JUL JUN
2003 2003 2004 2005 2006 2007 2007 2009 1996 2010
2008 2008 2008 2009 2009 2010
Founding – US$ 250M IPO Decision to Saks resigns; Cozadd Resolves debt First full year
Bruce private equity Expands UCB (NASDAQ) reduce burn by steps into CEO role; default of profitability
Cozadd, Sam round led Partnership for reducing R&D stock at all-time low
Saks and by KKR Xyrem spend rate of $0.52/share
Bob Myers
IN MILLIONS (US$ M)
$ 140 8,400
$ 120 7,200
$ 100 6,000
Karuturi Global Ltd | India

$ 80 4,800
Overview
$ 60 : 3,600
Established in 1994 in India, Karuturi Global Ltd (KGL) has a deep-rooted and
$ 40 2,400
diversified presence in agriculture (maize, rice and palm), floriculture (cut roses),
$ 20 1,200
and food processing (gherkins). KGL is the world’s largest cut-rose producer, having
$0
1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009
0
1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009
a 9% share of the European market. KGL has 292 hectares of greenhouses under
cultivation for its floriculture business and 311,700 hectares developed for agricultural
production. KGL has revenues of US$ 122 million with a market capitalization of
US$ 460 million. It is led by the husband and wife team of Ram and Anitha Karuturi.
KA R U T U R I G L O B A L LT D
Opens first farm Started rose Becomes Acquires Initiates maize crop on
near Bangalore, production at world’s largest 11,700 ha in 5,000 ha and palm nursery
India, with 10 ha 10-ha farm cut-rose Bako, Ethiopia on 6,000 ha; readied
producer 7,000 ha for planting
1994 2004 2007 2008 2009 2010
Incorporated as Ventures into Acquires farm in Forays into Initiates trial Acquires
“Karuturi Floritech Ethiopia; changes Naivasha, Kenya, agriculture in production of 300,000 ha in
(P) Ltd” strategy world’s largest Ethiopia maize Gambela,
facility for cut roses Ethiopia
Quotations from:
Ramakrishna Karuturi (MD) is a serial entrepreneur from an agricultural background. His family owns over 2,000 acres of land in the rice belt
of Karnataka, India. He started with his father’s company, Deepak Cables – the largest producer of aluminium conductors in India – but within
two years moved on to set up Karuturi Floritech, now named Karuturi Global. Karuturi set up his key team, which has diversified experience in
agriculture, floriculture and marketing, and most of the initial management team is still with the company. Karuturi holds a BS degree in mechanical
engineering from Bangalore University and an MBA from Case Western Reserve University in the US.
Anitha Karuturi, wife of Ram, is the co-promoter and an executive director of the company. She is responsible for finance and compliance
functions. She holds a BS degree in computer engineering.
What was the source of the initial idea, and how did that idea There were no international flights into Bangalore, logistics were a big
evolve into a viable high-growth business venture? How did it challenge and the local market was still in its infancy. I took the lead in
change over time? forming the South India Floriculture Association. As its president,
I worked with the government not only to create incentives, but also to
R. Karuturi: “After receiving my mechanical engineering degree from initiate charter flights on special occasions to channel roses from different
Bangalore University and an MBA (dean’s honour) from The Weatherhead growers to the flower exchange market in Holland. However, I realized
School of Business at Case Western Reserve University in the US, that the logistics cost was too high to export from India to Europe on an
I joined my father’s business, Deepak Cables. However, I had always ongoing basis. In addition, land prices were increasing in India.
wanted to do something different. On Valentine’s Day I planned to offer
a red rose as a gift to my wife. This was the moment when I realized that “In 2004, I ventured to Ethiopia, which was promoting rose production
there was a large demand for this product, yet insufficient supplies. and providing a lot of incentives to investors, besides having the logistical
I then started to study the rose and flower business, and I setup a and weather advantage over India. It turned out to be the right place
10-hectare farm in Doddaballapur in Bangalore, India. That was the at the right time with the right product. The investment climate was
boom time of India’s Silicon Valley, where lots of entrepreneurs and favourable so I started this venture on a 10-hectare farm. As time
large business houses had land in the vicinity of Bangalore because this passed, the company bought more land in Ethiopia for the floriculture
region is well suited for roses. It was a not easy to grow the business. business. The strategic move from India to Ethiopia gave a serious
boost to the company, both in terms of revenue and profitability. In 3. Distribution Channels. We increased our distribution channels in
2007, the company acquired Sher Agencies Ltd, in Naivasha, Kenya, countries like Australia, Japan, Germany and North America.
which was already a mature farm. As a result, we become the world’s 4. Diversification. Venturing into agriculture production”
largest producer of cut roses. While the company was busy expanding
Section 7 – Executive Cases: Karuturi Global Ltd

its greenhouses for roses, the Ethiopian government approached our A. Karuturi:
company to cultivate land for agriculture. This again turned out to be 1. “Our move into Ethiopia, Africa
well timed. The world was going through a food crisis, and the need for 2. Adapting swiftly to new situations and new locations
developing Africa as a food bowl was being debated worldwide. Initially 3. The main accelerator at this point is the acquisition of large acreage
we leased 11,700 hectares of land, followed by another 300,000 of agricultural land in Gambela, Ethiopia”
hectares. The leases were on favourable terms for the company.”
What was the initial growth vision or aspiration of the founding financing impacted the growth of your company.
team? Was there a sizeable change in this growth vision
or aspiration over time? If a change, please describe. R. Karuturi: “Our company required a lot of capital to finance its
growth. We started by raising money from the market and from financial
R. Karuturi and A. Karuturi: “The aspiration was always to provide institutions. We were the first Indian floriculture company to pay back
the best product to the customer at the right time with a decent vase our loan from IDBI Bank, while others struggled for SOPs. The 2004
life. We always maintained the quality standards and turnaround time to entry into Ethiopia was financed by us, the promoters, bringing the initial
provide the freshest product to the consumer. Over time, there were two capital and then we raised US$ 75 million through convertible bonds
major changes in our vision. The first was our move to Ethiopia followed in 2007. Our company was highly regarded in the market, thanks to its
by the acquisition of Sher Agencies, and the second was our move into innovation and unique business model. Subsequently, we faced some
agriculture business, which could be revolutionary. Our new vision is to challenges in 2008 but were able to raise US$ 20 million in bank loans
become one of the largest food producers in the world. We are currently for the agricultural venture, while we continued to grow the floriculture
rated in the top 25 transitional corporations in agriculture by UNICAD.” business with internal accruals. Most recently the company raised US$
16 million from IL&FS in private equity and currently has a US$ 15 million
Describe the strategy or business model that enabled your com- Global Depositary Receipt (GDR) issue underway. We are also in the
pany to achieve its high rate of growth. process of raising another US$ 250 million through a mix of debt,
Overseas Corporate Bodies and equity through its overseas subsidiary.”
R. Karuturi: “Our strategy for growth was to be cost effective, so we
took all necessary measures in terms of achieving high growth and What were the major challenges your company had to handle in
trimming costs. Our strategy to move from India to Ethiopia was the its high-growth years, and how were they managed?
biggest change for our company, as Ethiopia and Kenya are very low-cost
producing countries. This move gave us an advantage on various R. Karuturi: “We had major challenges all along the way. Some examples:
parameters in terms of freight cost, labour cost, suitable climatic conditions, 1. Venturing in a foreign country. The biggest challenge for us was the
tax holiday, land availability, logistics, government thrust, etc. There were business start-up in Ethiopia. We had to work with government
significant savings in freight costs (25% of the total cost) and transportation authorities to obtain the land, which includes understanding the
costs (50% price difference compared to India), which helped the company country’s rules, policies and regulations. Above all, gaining the
boost its profitability. The company’s high rate of growth is linked to the confidence and acceptance of the localities proved to be cumbersome.
promoter’s ability to take giant steps and calculated risks. The acquisition 2. Climate conditions. Since floriculture and agriculture mostly depend
of Sher Agencies was one big jump, and now the entry into agriculture on climate conditions, we are often faced with drastic change in the
production will become even more significant.” weather and its impact on our crops.
3. Human resources. This was a big challenge for the company. We
What were the major growth accelerators for your faced this challenge by using the given resources effectively, even
company in its high-growth years? by moving them to different key locations. The promoter himself
moved with his family to the main location of growth in Ethiopia.
R. Karuturi: “The key accelerators to our sustained growth included: The voids were filled by hiring locals and expats from India. Experienced
1. Change of Location. The major accelerator for our growth was manpower was hired in Holland, India, Kenya and Ethiopia from
venturing into Ethiopia and later acquiring Sher Agency, the largest varied fields. Since our company is a listed company, we used an
farm in Kenya. These moves changed the company’s revenues from employee stock option plan to provide the stickiness. In addition,
US$ 4 million to US$ 120 million between 2006 and 2010. we provide our expat employees with all possible benefits, such as
2. Cost controls. We did major cost cutting in our Kenyan farm. furnished accommodations, transportation, health care benefits and
meals on site. We built houses for the supervisors and middle business model time and again. The challenges thrown up by the recent
managers on farm sites, and we provide freshly cooked meals to all financial meltdown strengthened the company’s operations. Challenges
employees. In Kenya, our company owns and provides housing for with integration after the acquisition in 2007 of the Kenyan facility
all levels of employees,from a worker to the CEO. It runs a full- required changes in our style of management, where we shifted from a
fledged hospital with state-of-the-art facilities. It also runs a school centrally controlled system to a decentralized, delegation system.”
for 2,200 students and runs a football club, which is among the top
teams in the premier Kenyan league. The company has many such A. Karuturi: “One of the difficult periods was during the Kenyan riots when
initiatives, and we are replicating this structure in Ethiopia.” the whole country was on fire and we were still getting into the saddle. We
had to take very bold initiatives because 70% of our employees live in our
A. Karuturi: colony, which is part of the farm. We were able to get a helping hand from the
1. “Hiring and relocating people to Africa. It was an immense task to other family members as they could not go for work. We made arrangements
convince good people to work in Africa. People had a typical for meals onsite and dispatched flowers to the airport in the middle of the
perception about Africa in general and Ethiopia in particular. This night under the protection of police and armed private security. We adapted
continues to be a challenge, although it has improved because of ourselves and worked as a local company rather as an Indian company.”
our success there.
KARUTURI GLOBAL LTD K A R U T U R I G L O B A L LT D
REVENUE HEADCOUNT
IN MILLIONS (US$ M)
$ 140 8,400
$ 120 7,200
$ 100 6,000
$ 80 4,800
$ 60 3,600
$ 40 2,400
$ 20 1,200
$0 0
1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009
2. Integration in Kenya. After our acquisition of Sher Agencies, local What are the key lessons about entrepreneurship and successful
Kenyan employees initially found it difficult to accept us due to the growth strategies you’ve taken from your company experience?
poor image of local Indian entrepreneurs, largely because of the
local trading community. It was a difficult process, but our R. Karuturi: “Some important lessons:
KA R U T U R I G L O B A L LT D
perseverance and our employee benefit initiatives helped us to gain 1. Act on principles
the confidence of the people.” TIME-LINE / KEY EVENTS
2. Be permanently agile
3. Create a culture of competitiveness, challenge and passion for the
Opens firstof
Give examples farm Started or
dark moments rose Becomes
negative periods Acquires workplace so that your employees are satisfied
that your company Initiates maize
and crop on
happy
near Bangalore, production at world’s largest 11,700 ha in 5,000 ha and palm nursery
or youIndia,
faced as10
with part
ha of your journey
10-ha farm as an executive with this company.
cut-rose 4. Tolerate and learn from failure
Bako, Ethiopia on 6,000 ha; readied
producer 7,000 ha for planting
5. Adapt key personnel to handle ambiguity and develop systematic
R. 1994
Karuturi: “Black Swan
2004
Events have tested2007
the tenacity of our 2008
flexibility, while constantly2009
striving to lower
2010
the risk profile
6. Never give up; believe in the impossible” 
Incorporated as Ventures into Acquires farm in Forays into Initiates trial Acquires
“Karuturi Floritech Ethiopia; changes Naivasha, Kenya, agriculture in
Prepared production of
by Martin Haemmig and George300,000 haNovember
Foster, 17 in 2010
(P) Ltd” strategy world’s largest Ethiopia maize Gambela,
facility for cut roses Ethiopia
Kaspersky LabKASPERSKY
| RussiaLAB KASPERSKY LAB
REVENUE HEADCOUNT
IN MILLIONS (US$ M)
Overview :
$ 450 2,700
Kaspersky Lab (KL), the world’s largest privately held anti-malware company started
$ 400 2,400
as an R&D initiative in 1994. It commenced operations in July 1997, becoming the

$ 350 2,100
Section 7 – Executive Cases: Kaspersky Lab

fourth biggest player in a global IT security market. KL holds a strong top position
$ 300 1,800
in the B2C sector, and is a security IT leader in Western Europe and EEMEA
$ 250 1,500
(Eastern Europe, Middle East and Africa). About 300 million users worldwide get
$ 200 1,200
system protection from KL’s technologies and 150,000 new customers are added
$ 150 900
weekly. The technology is also incorporated in the products and services of

$ 100 600
approximately 100 of the industry’s leading IT, networking, communications and

$ 50 300
applications solution vendors. In 2009, revenue was US$ 391 million, a 42%
$0
1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009
0
1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
increase over 2008. The company employs 1,700 professionals in more than 100
countries around the globe. Since 2007, Kaspersky Lab has received multiple
international awards for its security products.
KASPERSKY LAB
First large int’l Operations KAB/KIS 6.0 – No. 1 in

contract in Europe best consumer retail in US
(F-Secure) product on the
market
1997 1998 2001 2004 2006 2007 2009 2010
Company First international First office US$ 100M KOSS – full KAV/KIS 2010 –
start up office (United in US revenue corporate products new level
Kingdom) consumer product
Quotations from:
Eugene Kaspersky is a founder, chief executive officer and main shareholder of KL who previously worked at the KAMI Information
Technologies Centre, where he developed the AVP (antivirus project) with a group of associates. He graduated from the Institute of Cryptography,
Telecommunications and Computer Science and was named CEO in 2007.
Natalya Kaspersky is the chairwoman and co-founder with previous background at the Central Scientific Design Office. She graduated from the
Moscow Institute of Electronic Engineering in 1989 with a degree in applied mathematics, and was KL’s CEO from 1997 until 2007.
What was the source of the initial idea and, how did that idea become a great opportunity with enormous market potential for the IT
evolve into a viable high-growth business venture? How did it industry, when providing virus protection for both the corporate sector
change over time? and individual users. KL’s team was created with four soul mates and
co-workers who initially worked in a small antivirus research department
N. Kaspersky: “It started in the early 1990s when Eugene Kaspersky, of KAMI (large system integration firm). Later on, the core team left KAMI
a young IT professional at that time, accidentally found a virus on his and set up a new company in 1997.
computer. After being able to detect and fix it, he realized that this could
What was the initial growth vision or aspiration of the founding focusing on control. We are confident that a sound company mission
team? Was there a sizeable change in this growth vision or shared by the majority of our team will inevitably lead to success.
aspiration over time? If a change, please describe. 2. Success in consumer-targeted products. Our big competitors
generally underestimated the value of ‘niche market’ thinking as
N. Kaspersky: “Our initial vision was to develop exceptional antivirus they perceived IT security as a low-profit market. As a result,
products that could generate economic profit. We understood that Kaspersky products for private users are our main profit source.
the only chance in Russia to get the company financed at that time 3. Exclusive agreements. Development of a wide network of partners
was through our own sales and profits; hence, the task to bring in new working exclusively with KL.
clients early on was our top priority. Our first client was an IT company 4. Focus on the Western Europe market. Market needs exceeded our
from Finland. With the completion of this first contract, its profits and expectations and fast growth provided exceptional opportunities
reputation enabled us to attract more projects. Later on, with more despite the existence of competition.”
clients and services in hand, we reviewed KL’s vision, mission and goals
and set a new target to become ‘global number one for endpoint Briefly describe the financing of your company and how this
security’ and we keep this aspiration today.” financing impacted the growth of your company.
Describe the strategy or business model that enabled your com- N. Kaspersky: “We have always been a ‘boot-strap’ company with no
pany to achieve its high rate of growth. external financing. This naturally slowed down the company’s growth
trajectory in its early years, but also generated a profit-driven and healthy
N. Kaspersky: “The company’s strategy is based on several key financial culture, with healthy scepticism toward mega-projects and
areas such as: useless investments. It forced us to focus on positive financial results
1. Product and engineering excellence and ongoing development to optimize business projects.”
2. Focus on core areas of competence
3. Brand development What were the major challenges your company had to handle in
4. Open and entrepreneurship-driven corporate culture with low its high-growth years, and how were they managed?
bureaucracy and high level of trust
5. Global scope of operations with high autonomy of local N. Kaspersky: “The first challenge was finding the resources for
business operations initial development. We addressed this by expanding our markets
6. Highly flexible business strategy adaptive to changing market realities” internationally as well as locally. The larger client pool brought more
profit and allowed us to develop additional services and products.
What were the major growth accelerators for your company The second challenge was the lack of resources for brand development.
in its high-growth years? We therefore based our communication strategy on low-cost yet
efficient tools such as:
N. Kaspersky: “Without ranking them by priorities, they were: 1. News-based PR. No general statements but rather focus on
1. HR strategy. We believe people are the main asset in the IT current issues and future needs.
business and that corporate culture is a vital element for business 2. Extensive teamwork with experts and evangelists in the
success. The main objective of our HR strategy was to create an security communities.
open, friendly, and professional culture based on trust, creativity and 3. Personal branding. Eugene Kaspersky personalized the PR
collaboration. We were looking for professionals from larger approach by talking directly to the customers via various PR tools.
companies who might be tired of bureaucracy and the lack of This led to the Kaspersky brand being very open toward end users
opportunities common in the large corporate world; hence, we offer and providing a human face of the company and its products. This
an alternative. Our incentive strategy is reasonable and our approach differentiated KL from its IT competitors and created a
compensation is above the market average, but we do not stronger client bonding.
overcompensate. We believe that our team is inspired by
opportunities and personal growth in a global firm, rather than just The third challenge was attracting professionals from abroad. With limited
focusing on financial compensation. The absence of constant payroll budget, freedom of expression and outstanding professional
control and rigid regulations, as well as a friendly atmosphere, are growth opportunities were key aspects they were looking for. Later on,
important motivational factors as well. We value positive attitude and such policy inspired our corporate culture and led it to what KL is today.”
an optimistic approach and believe in trusting people instead of
Give examples of dark moments or negative periods that your efficiently, we opened representative offices abroad. The first challenge
company or you faced as part of your journey as an executive we faced was recruiting people who had knowledge of local markets
with this company. and an affinity with our corporate culture. In addition, the strategy
correlated with the global dot-com and the telecom market crash.
Section 7 – Executive Cases: Kaspersky Lab

N. Kaspersky: “The early years were the real ‘Dark Years’ as we Sometimes it seemed the process would last for ages, and we were
needed everything from an office to international business expertise. about to give up and sell the business to some strategic investor.
In addition to this, in 1998 Russia went through the major economic However, our efforts paid off. We changed several partners and lost
crisis. Most of our customers focused on covering their basic needs money but learned extensively and found several business areas that
rather than spending on other goods. In such a scenario there was later became growth drivers for us.”
nearly no demand for our product and nearly no chance for a small IT
company to survive. The contract with a famous IT firm from Finland What are the key lessons about entrepreneurship and successful
was a lucky strike for us. It gave us cash to keep the team up and to growth strategies you’ve taken from your company experience?
look for new business opportunities. Those years were also the time
where today’s corporate culture – one of fundamentals of our business – N. Kaspersky: “Without ranking them, they are:
was established. 1. Focus on future opportunities rather than on immediate profits, and
KASPERSKY LAB KASPERSKY LAB
REVENUE HEADCOUNT
IN MILLIONS (US$ M)
$ 450 2,700
$ 400 2,400
$ 350 2,100
$ 300 1,800
$ 250 1,500
$ 200 1,200
$ 150 900
$ 100 600
$ 50 300
$0 0
1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
Retail Strategy Works. The years 2001-2003 were critical as we faced looking for something that can change business dramatically without
many challenges trying to establish solid positions internationally. Again, extensive investments.
we were lucky to pick the right time to go globally with our ‘box’ product 2. Do not keep all the eggs in one basket. Work on several projects to
distributed via retail while most our International competitors decided achieve success.
KASPERSKY LAB
to shift their sales online. KL products were in such demand that all our 3. People are a key asset. However, it is important to have the right
TIME-LINE
business processes were driven by the market, not by our strategy or by / KEY
EVENTS
people at the right place and not always the best people in any place.
thorough analysis of market space, etc. We just didn’t have the time and 4. An entrepreneurial culture and spirit that is nurtured and encouraged
First large
resources to properly int’l all ourOperations
manage KAB/KIS
strategic goals and daily business 6.0 –as much as possible. This is often the onlyNo. 1 in option to make
available
contract in Europe best consumer retail in US
tasks. Our goal was to build an International company, to expand into
(F-Secure) thea business successful.
product on
market
new markets, to hire bright people, to establish new corporate culture, 5. Brand is very important, both for customer loyalty, and internal
and1997
at the same
1998
time ensure
2001
that2004
our products
2006
are delivered to the2007 culture consistency.”  2009 2010
growing number of our customers every day and at stable quality.

Company First international First office US$ 100MPrepared byKOSS
Martin –Haemmig
full and George KAV/KIS
Foster, 18 2010
November
– 2010
start up office (United in US revenue Supported by
corporate products
Russian Venture Company (I.new level G. Bikkulowa, Kasperski Lab,
Agamirzian,
Strategic Partners. We quickly realized that our partner network, which
Kingdom) consumer product
(Alexander Erofeev)
proved to be an effective business model in Russia, was getting out of
our control outside of the country. To make the business run more
Keynote Systems, Inc. | US
KEYNOTE SYSTEMS, INC. KEYNOTE SYSTEMS, INC.
Overview :
REVENUE HEADCOUNT
IN MILLIONS (US$ M)
Keynote Systems (NASDAQ; KEYN) is a provider of on-demand test and measurement
$ 90 360
products for the Internet and mobile communications. Led by Umang Gupta,
$ 80 320
the company serves 2,600 customers through the world’s largest real-time
$ 70 280
measurement and testing infrastructure. Incorporated in 1995, it was effectively

$ 60 240
a restart in 1997 when Gupta became chief executive officer and positioned the
$ 50 200
company as the Internet Performance Authority. Keynote rode the Internet boom
$ 40 160
in its first years. It was floated as a public company in 1999 on US$ 40 million in
$ 30 120
revenue from one subscription product and a telesales distribution model. The
$ 20 80
dot-com crash in 2000 forced a new era of consolidation and reinvention for the
$ 10 40
company. It expanded its product range into mobile communications and built an
$0
1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009
0
1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009
experienced direct sales force. In 2004, the growth strategy earned Keynote its
first profit of US$ 4.6 million on US$ 42 million revenue. In 2010, Keynote is a leader
in its market with more than US$ 80 million in revenue.
KE Y N O T E S Y S T E M S , I N C .
First Product Umang Gupta Closes 2nd Second public Buys Velogic: Reports first profit:
released appointed CEO venture capital offering raises first of 15 acquisitions US$ 4.6M on US$ 42M
round $US 287M 2000-2010 revenue
MAY NOV SEP DEC MAR MAR SEP FEB MAR JUN 2001 SEP MAY
1995 1996 1997 1997 1998 1999 1999 2000 2000 2000 2004 2004 2010
Incorporated Closes Series B Closes 1st IPO on Dot-com crash Company Turns 15
by Jim Barrick & angel financing venture capital NASDAQ forces layoffs reinvention period
Andy Popell round @ $14/share
Quotations from:
Umang Gupta, chairman and chief executive officer of Keynote Systems, is a well-known Silicon Valley entrepreneur and seasoned technology
industry executive. Gupta was an early angel investor in Keynote and became its largest shareholder when he took the helm as CEO in 1997.
Gupta started his career in 1973 with IBM. Less than 10 years later, he joined the fledgling Oracle Corporation and wrote the Oracle business
plan with founder Larry Ellison. In 1984, he left Oracle to start Gupta Corporation, which he took public in 1993. Gupta Corp. was one of the first
companies to define the era of enterprise client/server computing. Gupta’s experience and vision was critical for reinventing Keynote first in 1997,
then again in the 2000-2004 period after the dot-com crash.
What was the source of the initial idea, and how did that idea Describe the strategy or business model that enabled your
evolve into a viable high-growth business venture? How did company to achieve its high rate of growth.
it change over time?
Section 7 – Executive Cases: Keynote Systems, Inc.

Gupta: “1997 to 2000: The era of hyper growth and the dot-com
Gupta: “The original two founders of the company were two young bubble was clearly the SaaS business model. But the product was
Harvard MBA students who had been engineers at Hewlett-Packard. relatively simple. It was one product, which did web measurements
As the Internet was getting going in 1995/1996, their basic idea was 24-hours a day, and you could see the results of your web measurement
around the measurement of Internet speeds and technical problems that on a browser. We had a telesales distribution model in the context of a
could be used for customer support and other benefits for people who subscription-pricing model. And that model stood us in very good stead
were putting up websites. I got involved in mid-1997, first as a series for the first era. By the end of 2000, we had 40 sales people on the
B (angel) investor. That December I took over as the CEO and ended phone smiling and dialling for dollars; there were no field sales people
up becoming the largest shareholder. I figured at that stage, the idea of and not much technical support. But it wasn’t like we had really
monitoring the health of the Internet was a great idea, but we needed to anticipated that we would end up with the mother of all bubbles,
figure out how to monetize it a different way. So we hit upon the idea of which ended up happening.
positioning ourselves as the JD Power of the Internet. We would provide
quality testing for the digital economy. So we positioned ourselves as 2000 to 2005 Period: When the bubble burst in 2000 we all looked
the ‘Internet Performance Authority’. We evolved our business into a around and said; ‘What do we do next?’ We had a US$ 40 million
software as a service (SaaS) business model. We were probably among company losing US$ 20 million a year. We had three choices: 1) to sell
the world’s first SaaS companies and we started selling our services to out; 2) literally shut off the lights and return the cash to the shareholders;
pretty well anybody that was building a website – ranging from [then] or 3), we could revive and essentially reinvent the company. We felt that
small dot-coms like Amazon.com, to American Express, Fidelity and others.” we could do a better job of rebuilding the business and we were all
motivated to build a business that truly lasted. We concluded that since
What was the initial growth vision or aspiration of the founding we were still the Internet Performance Authority, our goal should still be
team? Was there a sizeable change in this growth vision the same, which is to improve the quality of e-business worldwide. So
or aspiration over time? If a change, please describe. within that context, we evolved our product line from a single product
that simply did home-page measurements to a plethora of products that
Gupta: “The company hadn’t really delivered anything until about the measure every aspect of quality and performance that you could think of
end of 1996. It wasn’t until the middle of 1997 that its first product was on the Internet and for mobile services. But we had to build or buy
ready for customer review. It was basically a restart when I took over technology very fast and we had to change our distribution model
as CEO. I’m a serial entrepreneur. My previous venture was a company because the complexity of products we were selling dictated that we
called Gupta Technologies that I took public in 1993. Before that, I was couldn’t just sell over the web or telephone anymore. We bought a
involved with Oracle. I was employer number 17 at Oracle and had dozen little companies to be able to buy technologies at fairly cheap rates.”
written its first formal business plan with Larry Ellison in 1981. So I was
used to 100%-a-year growth rates. We had no qualms that what we What were the major growth accelerators for your company
wanted to build was another company that over the next few years in its high-growth years?
could grow at 100% a year. As a start-up guy, you think in terms of
‘how long will I keep growing at those rates?’ because it’s a land grab Gupta: “We like to think we are a company for all seasons because the
business and the whole idea is to basically be the first to get going and first five years was clearly riding the (Internet) wave. I would say in the
at some point you either sell out or take it public. So, our aspirations second five years, we were surviving the (post-bubble) tsunami.”
were really to take it public or sell. We went public in September 1999.”
Riding the Internet Wave
“The period from 1997-2000 was an amazing time when anybody could
go off and get venture capital and start a new company. Every large
company on the face of this planet was coming up with an Internet
strategy, so the demand for what we had was just absolutely phenomenal
because the Internet was still young, unreliable and uncertain. So
building a service that helps monitor and manage its reliability – as What were the major challenges your company had to handle in
everyone said, ‘You can’t manage what you can’t measure’, it was such its high-growth years, and how were they managed?
a no-brainer, basically.
Gupta: “Dealing with uncertainty: The biggest challenge of all is simply
Surviving the Tsunami the uncertainty of whether you have a viable business. When you are
“We went from a US$ 40 million company losing US$ 20 million to a making a product and you don’t have any customers, how do you know
US$ 40 million company making US$ 2-3 million. So we didn’t grow our that there are going to be thousands of people wanting this? And yeah
revenue one bit from 2000 until 2005. But what we did do is change the the theory says they will, but you really haven’t figured it out yet at that
composition of the revenues. So while some parts of our revenue were stage. So the first thing was just handling the uncertainty and maintaining
going down, including simple measurements of home pages, or when a the vision. You build products either based on very good vision or very
dot-com company went down and that customer went away, we had to good hearing. For a start-up like ours in the early days, it is 90% vision
replace that revenue with other new, more complex products like mobile and 10% hearing because you don’t have customers to listen to. So you
or streaming. We also had to find new customers to replace the old have to have your own internal compass driving you that says, ‘I know
customers. So that process is what consumed all of us for those five this will work and I know people will buy it’. I had kind of done it before
years. It was like being in a leaky boat where all you were trying to do and I knew how to do it and I had people around me who knew how to
was just survive. You basically have a bunch of people constantly bailing do it and relished it.
water and making sure you were staying afloat.”
Executing on the Vision:
Briefly describe the financing of your company and how this You have all this hyper-growth, but you can screw it up. It’s so easy to
financing impacted the growth of your company. hire the wrong people, to upset a bunch of customers, to do things
where your billing systems don’t work or your product doesn’t work.
Gupta: “Keynote raised a total of US$ 3.9 million through angel investors So what do you do when those things happen? You have to have the
in 1996 and 1997. It raised another US$ 4.7 million from venture capital management ability to say, ‘Whoa, hold it. We had better fix this now or
firm Bessemer Venture Partners in March 1998 and an additional round we won’t be in business a year from now’. And of course competition is
of US$ 17.2 million from Bessemer, GE Capital and Verisign in May coming up. So handling the competition, handling your customers and
1999. It went public in September 1999, raising US$ 58 million on a hiring people, those are all parts of the start-up management style and
valuation of US$ 290 million. Five months later, a secondary offering the challenge of execution.”
raised another US$ 287 million on a US$ 2.8 billion valuation.
“We were able to take the company public five months earlier because company or you faced as part of your journey as an executive
of the (dot-com) financial markets situation. But luckily enough we were with this company.
also able to use that time to prepare for a secondary offering, and it was
a huge secondary offering in February 2000. Luck is a wonderful thing Gupta: “For the first five years it is hard to recall any dark moments
because we literally did it before the market bubble burst and we were because we were all in a flush of enthusiasm making it work. By the
able to raise US$ 350 million cash at almost a US$ 3 billion valuation end of 2000, when the dust settled, the entire market of people buying
for this little company. It was the most critical transaction we did. I feel products like ours was about US$ 50 million dollars and we were a US$
especially good about that. The dumb luck occurred because of the 40 million company, so we literally had 80% of the total world market.
value we got. But the fact we did a secondary offering was absolutely However, the next five years we had a lot of dark moments. I mean,
planned. From the time we did the initial public offering we knew we the big decision is do you sell the company, do you turn off the lights or
were going to do it. In fact, I hired a new CFO just before the IPO and do you just keep going? That was a very big decision-making process
I put a bonus plan in front of him to make sure he really understood and it was very personal for me. I had to decide what I wanted to do.
that the initial offering was just a starting point. The real goal was the I had to talk to the management team and find out what they wanted
secondary. And I had seen it done before. We had done a secondary to do. They were very introspective times. The dark moments really
offering at Oracle in the early days that really helped the company.” came when we started to execute on the restart plan and the execution
included firing a lot of people. But there are two parts to that darkness.
One is letting them go because that is always a hard thing. But the
second part is there are people all around you who are just gloomy and
many feel it’s like the end of the world. So how do you keep their spirits “As a business leader, you have to play with the hand you are dealt.
up during this period of letting go and seeing your business go down You have to know when to hold ‘em and fold ‘em. There is no business
month-on-month from 17% month-on-month revenue growth to losing in the modern world, in my opinion, that you can safely say you are
Section 7 – Executive Cases: Keynote Systems, Inc.

9 to 10% of our customers in a quarter. So that was hard. We had to going to pass it on to your kids or that it is going to last 100 years.
remind people ‘from profitability comes stability’. That was our mantra. Maybe it will. Maybe it won’t. But whatever you do to build a business
I think 2001-2002 were dark. But by 2003, we knew we could do it. will last for the current business cycle – maybe two. So you have to be
And we also had a lot of cash so whatever terror we may have faced we constantly re-evaluating your options. Not just as a company that does
were confident we wouldn’t run out of cash.” what it does, but also as a steward of other people’s money. It may
sound corny but it has got to the point where this is endemic in me.” 
growth strategies you’ve taken from your company experience? Prepared by George Foster, Sandy Plunkett, and Mateen Syed, 15 November 2010
Gupta: “Technology is the ticket to the game but not the game itself.
You can build a good product and yes, the world may come to you as it
did with Keynote during the Internet bubble, but your ability to beat the
KEYNOTE SYSTEMS, INC. KEYNOTE SYSTEMS, INC.
REVENUE HEADCOUNT
IN MILLIONS (US$ M)
$ 90 360
$ 80 320
$ 70 280
$ 60 240
$ 50 200
$ 40 160
$ 30 120
$ 20 80
$ 10 40
$0 0
1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009
competition depends not just on your product development acumen,

but also your marketing, sales, management and financing acumen –
a lot of things. So the technology does get you a ticket to the game.
It gets you a business plan, the ability to raise some funds or get some
KEY N O T E S Y S T E M S , I N C .
early customers. But your ability to survive the tsunami effect of a wave
TIME-LINE
that is in your favour, or the tsunami of a big wave against you, it really / KEY EVENTS
does come down to everything else beyond technology.
First Product Umang Gupta Closes 2nd Second public Buys Velogic: Reports first profit:
released appointed CEO venture capital offering raises first of 15 acquisitions US$ 4.6M on US$ 42M
round $US 287M 2000-2010 revenue
MAY NOV SEP DEC MAR MAR SEP FEB MAR JUN 2001 SEP MAY
1995 1996 1997 1997 1998 1999 1999 2000 2000 2000 2004 2004 2010
Incorporated Closes Series B Closes 1st IPO on Dot-com crash Company Turns 15
by Jim Barrick & angel financing venture capital NASDAQ forces layoffs reinvention period
Andy Popell round @ $14/share
MACROMILL, INC. MACROMILL, INC.
REVENUE HEADCOUNT
MILLIONS (US$ M)
$ 90 360
Macromill, Inc. | Japan

$ 80 320
$ 70 280
$ 60 240
Overview :
$ 50 200
Macromill Inc. is the leading B2B online marketing research company in Japan.
$ 40 160
Launched in Tokyo in January 2000, Macromill quickly differentiated itself from many
$ 30 120
traditional competitors by providing higher quality, faster speeds, and lower cost
$ 20 80
quantitative research, qualitative research, global research and database marketing

$ 10 40
services. The company ranked 43rd on the Deloitte Technology Fast 500 Asia
$0
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
0
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
Pacific list in 2004 and placed 5th in Japan. In August 2010, Macromill merged with
the number two player in the market, Yahoo! Japan Value Insight, strengthening its
current top position in Japan and boosting further domestic and global expansion.
MACROMILL, INC.
Commenced Listed on Tokyo Stock Launches Founded Founded

business Exchange “Mothers” international Macromill Korea, Inc. Macromill WARP, Inc.
marketing Acquires full share of
research services Brand Data Bank, Inc.
JAN AUG DEC JAN APR JUL SEP SEP JUL OCT AUG
2000 2000 2000 2004 2005 2005 2006 2008 2009 2009 2010
Incorporated as Changed corporate Transferred to the Tsujimoto named Sugimoto named Merged Yahoo! Japan
Macromill.com, Inc. name to Macromill, Inc. First Section of chairman and president chairman and president Value Insight, Inc.
TSE (Tokyo Stock
Exchange)
Quotations from:
Yasunori Fukuha, is Executive Vice-President of Macromill. Fukuha, along with the current chairman and president of Macromill, Tetsuya Sugimoto
came from Recruit Ltd, a company in the fields of advertisement, publication and human resource placement. Fukuha obtained his MBA from Case
Western Reserve University. Sugimoto has won multiple awards, including EOY JAPAN 2005 (Entrepreneur of the Year by Ernst & Young).
What was the source of the initial idea, and how did that idea prices and faster delivery. As soon as we set up the company, we
evolve into a viable high-growth business venture? How did it started to develop our own research system named AIRs (Automatic
change over time? Internet Research system). At the beginning of the Internet boom, there
were more than 100 small online research firms. In 2003, a large new
Fukuha: “Before 2000, when Macromill was established, marketing Internet service provider (ISP) entered the market, and by 2010 a
research was conducted through inefficient ways, such as postal service massive consolidation happened, leaving only five key players.
and fax delivery. It normally took one to two months to complete a Therefore, we had to rethink and reposition ourselves.”
survey and clients had to pay more than US$ 20,000 per project.
We saw big potential for an online business to solve this complex What was the initial growth vision or aspiration of the founding
environment for marketing research. From our viewpoint, the marketing team? Was there a sizeable change in this growth vision or
research industry looked like an old fashioned industry that had not aspiration over time? If a change, please describe.
evolved for a long time.
Fukuha: “The objective when establishing Macromill was to make marketing
“By merging research with technology, we had the clear view that research more efficient through the use of technology. It was challenging
Macromill could provide more efficient research services at much lower since many clients were familiar with old-fashioned research and did
not want to change their way of doing business. Especially many older companies never marketed their services aggressively. Our younger
people who engaged in decision-making were anti-computer staff was not only Internet savvy but also achieved the sales target.
and anti-Internet. As marketing research relies on human perception and 3. Effective PR Activity: We used several media such as TV,
skill, it was not easy to transform professional skill into the system. But newspapers, and magazines to show the results of our ‘own
Section 7 – Executive Cases: Macromill, Inc.

we have been trying to make a research system where clients can make designed’ research, which focused on ‘curious’ findings in people’s
questionnaires easily on the web and collect the data automatically life. We could successfully leverage these media through articles
themselves. In addition, we built Quick Cross tools, which enable clients to let consumers know the name of Macromill, which saved us lots
to make cross tabulation and graphs according to their needs. For of advertising costs. In addition, our surprising findings started to
a long time, we have built and kept improving research systems and stick in people’s mind.”
finally succeeded to provide customized, high-quality research service
at a very reasonable price. As the online research market grew, so did Briefly describe the financing of your company and how this
opportunities for firms like Macromill. The forecast for overall research financing impacted the growth of your company.
market size was about US$ 1.5 billion with about 30-35% expected to
be earned through online tools (US$ 500 million). It became clear that Fukuha: “We have been recruiting highly self-motivated people who are
we had to grab at least 30% of the online revenue (US$ 150 million) full of energy and ambitious. The average age of an employee is around
in order to remain a significant and respected player in Japan. To grow 27 to 28 years old and has not changed over time. At the early stage
further, we had to consider global expansion.” of the company, we did not prepare training curriculum; hence, we
had to hire self-driven people who could train themselves. We also
Describe the strategy or business model that enabled had a transparent personnel management system, which gave
your company to achieve its high rate of growth. high-performance people a chance to get promoted early in their career.
Regardless of how many years they work or how old they are, the
Fukuha: “There were many small online research players in Japan and promotion is decided solely on performance. We also set up an
none of them tried to establish an efficient research system like Employee Stock Option Program (ESOP), in which all our employees
Macromill. Most traditional surveys would require more than one week could participate and benefit in conjunction with the IPO.”
for completion, but in Macromill’s case, we could deliver the data within
24 hours. Needless to say, our speed, quality and low-cost strategy was What were the major challenges your company had to handle in
highly valued by our clients. Macromill developed guiding principles: its high-growth years, and how were they managed?
1. Offering ultimate services and systems through continuous reform of
existing clients and creation of new online research business. Fukuha: “We overcame three major obstacles:
2. Providing education for our staff (talented human resource 1. Initial Financing Problem: Just after establishing Macromill, nobody
recruitment and best education) wanted to invest in our company as the IT bubbles collapsed at that
3. Establishing a long-term profitable business model set of time. We spent endless management time visiting potential investors
management principles for a lasting company).” until we found a corporate investor.
2. Early Quality Problem: Before 2003, as the Internet penetration
Changes over Time: “We never intended to establish our own physical was very low in Japan, few clients believed they could rely on online
sales force; however, we had to do it, in order to raise the Macromill research. In addition, some respondents answered a survey without
brand awareness and to obtain complex projects.” really reading the questionnaire, which impacted the reliability of our
online research. As a result, we set up the strict survey management
What were the major growth accelerators for your policies, including a function to find our dishonest participants.
company in its high-growth years? 3. Post IPO Syndrome: We all worked hard for our target, which was
the IPO. Once the event was over, we realized that everybody was
Fukuha: “Being a service company with high labour costs and rapidly out of steam and out of future goals. In order to overcome this
changing markets, we focused on three areas: situation, we had to promote younger people and set the bar higher.”
1. Automatic Research System: Substantially differentiates us from
other online research companies.
2. Strong Sales Force: Establish clear sales targets and align them with
a financial compensation system. Historically, market research
with this company.
Fukuha: “Four key ingredients for success are:
Fukuha: “Our darkest moment happened during the foundation of the 1. Corporate vision: This is a very important factor to attract capable
company. The five co-founders financed the first 10 million yen (US$ people and let them devote themselves to their work with full energy.
95,000) to start the company in January 2000. Our estimated capital 2. Innovation: Create new services that are new to this industry and
requirement for systems development was in the range of 50 million satisfy many clients. This will stimulate employees to excel further.
yen (US$ 0.5 million). We looked for venture capitalists (VCs) and other This leads to rapid growth, which in turn provides opportunities to
investment firms to finance the balance. It went smooth since many plan and engage for the next steps to move the company forward.
people were investing in entrepreneurial IT ventures at that time. Actually, 3. Build a company to last: Create opportunities for employees and
one firm offered us 200 million yen (US$ 1.9 million).” you will find continuous growth with your company.
4. Investor relations: The relationship between founders and investors
Technically Dead is often frustrating as financiers are often short-term
“Many of us thought that fundraising would be a piece of cake. Suddenly, and profit-driven.” 
MACROMILL, INC. MACROMILL, INC.
REVENUE HEADCOUNT
MILLIONS (US$ M)
$ 90 360
$ 80 320
$ 70 280
$ 60 240
$ 50 200
$ 40 160
$ 30 120
$ 20 80
$ 10 40
$0 0
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010

in March 2000, the dot-com and IT bubble collapsed in Japan, which
Supported by BDTI/Board Director Training Institute of Japan, Nick Benes
was equivalent to the ‘kiss of death’ for our company. Investors became
reluctant to make any payments into Macromill since they first wanted
to see a final product. Hence, they withdrew their initial offers and within
MACROMILL, INC.
two months of incorporating the company, we were technically dead.”
The Entrepreneur Spirit

Commenced
“However, entrepreneurs don’t give upListed
easilyonand
Tokyo
as Stock
result, my Launches Founded Founded
business Exchange “Mothers”
international Macromill Korea, Inc. Macromill WARP, Inc.
ex-colleague who was a CEO in another firm and believed in ourmarketing
team Acquires full share of
research services Brand Data Bank, Inc.
and the company, made the necessary investment and let us pay him
back
JANwith some
AUGinterest over
DEC time. That
JAN investment
APR enabled us
JULto attract
SEP SEP JUL OCT AUG
2000 2000 2000 2004 2005 2005 2006 2008 2009 2009 2010
another financier who invested 200 million yen (US$ 1.9 million). As a result,
four months later,as
Incorporated in AugustChanged
2000, ‘AIRs’ was completed
corporate and we
Transferred to the Tsujimoto named Sugimoto named Merged Yahoo! Japan
Macromill.com, Inc. name to Macromill, Inc. First Section of chairman and president chairman and president Value Insight, Inc.
started our service.” TSE (Tokyo Stock
Exchange)
REVENUE HEADCOUNT
MILLIONS (US$ M)
$ 90 120
$ 80
100
$ 70
Medallia, Inc. | US
$ 60 80
$ 50
60
Overview
$ 40 :
$ 30 40
Medallia is the global leader in software as a service (SaaS) customer experience

$ 20
and enterprise feedback management, providing solutions to Global 2000 companies. 20
Section 7 – Executive Cases: Medallia, Inc.

$ 10
More than 50,000 businesses and business units around the world use the Medallia
$0 0
system to track customer satisfaction. Medallia’s solutions enable companies

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 E
to gather, monitor and act on feedback from customers, partners and employees.
Customers include global financial services, retail, high-tech, business-to-business
and hotel companies. The company is headquartered in Silicon Valley
MEDALLIA, INC.
Hilton agrees to Hilton converts Begins work Adds financial Adds B2B vertical; Adds finance,
proof-of-concept to paying on new platform services vertical launches new platform legal and HR teams
free pilot despite customer
9/11
AUG SEP JUN JUL JAN JUN JUL DEC SEP APR JUN OCT DEC
2000 2001 2002 2002 2003 2005 2006 2006 2007 2008 2009 2010 2010
Incorporated in Signs first Company Launches Revenue reaches Adds marketing (est.) Employee count
CA; co-founders customer becomes new platform US$ 10M team exceeds 100; revenue
continue their profitable (committed recurring) reaches US$ 25M
day jobs (committed recurring)
Quotations from:
Borge Hald is the co-founder and chief executive officer of Medallia. He is a former project manager at Boston Consulting Group. He has worked
at Morgan Stanley and Procter & Gamble and served as a Norwegian Air Force lieutenant. He has a BBA from the University of Michigan and a
MBA from Stanford University.
Amy Pressman is the co-founder and president of Medallia. She developed the idea for Medallia as a consultant for the Boston Consulting Group
while working on marketing strategy and competitive benchmarking projects. She has also worked as an independent consultant for technology-
based companies in Silicon Valley and as a legislative aide on Capitol Hill in Washington. Pressman has an AB from Harvard College and an MBA
from Stanford University.
What was the source of the initial idea, and how did that idea Trend II: the Internet. “Just coming into its own in the late 1990s and early
evolve into a viable high-growth business venture? How did it 2000s, when we conceived of Medallia, the Internet promised tantalizing
change over time? benefits that could transform customer satisfaction tracking from ‘nice
to have’ research to ‘must have’ operational data. It was cheap: It could
Hald and Pressman: “The source of the initial idea was a convergence drive the cost of collecting information about specific service interactions
of several trends and one observation based on personal experience. from dollars per survey to near zero. It was accessible in real time: It could
provide results of customer satisfaction surveys as soon as they were
Trend I: TQM for manufacturing. “There was an important total quality completed, so companies could act on the information in a timely manner.
management (TQM) movement in many parts of the globe in the mid-
1990s. Unfortunately, the services industry was missing in action from The initial business idea. “We envisioned getting consumers to willingly
this movement. Both of us (the co-founders), while working for the provide feedback about service interactions, publishing the consolidated
Boston Consulting Group and being frequent stayers at well-recognized feedback online and thereby gaining a reputation among consumers as
hotels, frequently encountered ongoing bad service. a trusted source of information. We planned to provide the consolidated
data free of charge, to strengthen our standing with consumers and scheduled meeting with VCs, a breakfast, the very morning it was to
encourage their wider participation in giving feedback in an ongoing occur. That day was 9/11.
virtuous cycle. We also planned to focus on one industry in the
beginning: hospitality. In other words, initially we aimed to become “Instead, we focused on proving our concept through a successful pilot
another TripAdvisor. Our business model was to sell the more granular with Hilton Hotels, selling our product and then funding growth from
(non-consolidated) data directly to the hospitality businesses. revenue. It was a decidedly traditional approach – and, ironically, one
that was decidedly unorthodox in Silicon Valley.
How the idea changed over time. “Two events changed our growth
vision and aspiration almost as soon as we got started in 2001. The “We tackled the bootstrapping by making a series of decisions that, in
dot-com bubble burst, making the multiple rounds of funding we retrospect, may look like a strategy but at the time were really just one-
thought necessary to establish a consumer franchise a difficult, if not off tactical moves. Rather than build out a small core team that covered
impossible, task; and 9/11 temporarily decimated the travel industry, the full range of skills needed to run our business – one marketer, one
making our hospitality focus unfundable, according to venture capitalists. salesperson, one finance person, one product person, one engineer,
one market researcher, etc. – we covered all the needs of the company,
“Because we believed in our idea, we abandoned our plans to seek except engineering, with our rag-tag team of generalists, which consisted
funding and tried, instead, to sell our product vision directly to prospective of three Stanford MBAs, including ourselves, the co-founders, one
customers. As it happened, the aftershocks of 9/11 ultimately benefited statistician, and one administrative person. We allocated the rest of our
us. It was so cataclysmic to the travel industry that hotels, in survival resources exclusively to hiring engineers. If our product was to be our
mode, willingly considered substituting our solution for their historical funding vehicle through sales, we would focus like a laser on making it great.
guest satisfaction tracking programmes because we represented a
significant cost savings. Had times remained lush for hotels, we’d likely “We stuck with our original plan of targeting the hospitality industry
never even have gotten meetings, much less their business!” first, converting more than two-thirds of US hotel companies to us by
2006. That same year, we began targeting a second industry, financial
What was the initial growth vision or aspiration of the founding services, followed by retail in 2007 and B2B in 2008. In the same way
team? Was there a sizeable change in this growth vision or that we added functional teams in a step-wise manner, so, too, did we
aspiration over time? If a change, please describe. add target markets.”
Hald & Pressman: “To be honest, when we first got started, we were Describe the strategy or business model that enabled
drinking the bubble ‘Kool-Aid’ along with everyone else in Silicon Valley. your company to achieve its high rate of growth.
I believe we estimated, in our first PowerPoint presentation, that we
would need a US$ 750,000 seed round followed within one year by a Hald & Pressman: “We focused on four interrelated strategies that
Series A round of US$ 2 million, which we thought would be sufficient really accelerated our growth. First, we initially focused on a single
to capture the hospitality industry. Once we had proven the model in industry – hotels. The original reason for the exclusive focus was to
one industry, we envisioned multi-million dollar follow-on rounds (in the facilitate the creation of industry benchmarks. We also wanted to build
US$ 10 to US$ 20 million range) to capture additional verticals. We a product tailored to a specific industry rather than build a general-
projected reaching a US$ 300 million in revenues and US$ 100 million purpose tool configurable to the needs of all industries but tailored to none.
in profits within five years. Though I am smiling – indeed laughing – at
those projections now, those were the types of scenarios we thought “Second, we targeted marquee brands. We interviewed hospitality
we needed to present to get a hearing with investors. We believed, like industry gurus to find out which hotel companies were most highly
most entrepreneurs at the time, that anything that did not offer a glint of regarded within the industry, and which were not. Then we targeted the
eBay-in-the-making hope would not even be entertained (eBay was the thought leaders and not the laggards. We thought that assembling a list
Google of its day: the hit-it-out-of-the-ballpark success that everyone of ‘A’ customers, rather than just well-known customers, would enhance
wanted in his/her portfolio). our credibility. It certainly did – but it also turned out to be a growth
accelerator. To paraphrase a well-known commercial, when thought
“Though several venture capital firms (VCs) expressed interest in us, the leaders talked, people listened. It was like rocket fuel.
bubble burst before we were funded. Overnight, our focus shifted from
‘Can we be the eBay of our space?’ to ‘Will we be alive tomorrow?’ We “Third, we positioned ourselves as a technology provider first and
abandoned all efforts to get funding. Indeed, we cancelled our last foremost. Many of our competitors, though they viewed themselves as
technology companies, also touted their market research bona fides. dot-com bubble burst and 9/11, when growth had generally stalled
“Although we lacked the resources to fund a full-fledged market research across the economy. Indeed, our funded competitors are not much
department, we had another advantage: a magician CTO. This was not larger (and many are smaller) than we are despite their initial funding
part of the strategy. We just needed an engineer. Amy found one that advantage.
Section 7 – Executive Cases: Medallia, Inc.

checked out, and voila, we had a CTO. We did not know what we
had, at least initially. But the CTO was able – single-handedly – to build “As we hit our high growth phase, our lack of funds also may have
prototypes that outperformed our competitors’ full-fledged products. somewhat limited our upside but, again, with some advantages. We
In working with him, we began to understand the exponential difference have never grown so fast as to exceed our ability to deliver on our core
between the top 0.0001% engineers and average engineers, which is promise to customers: a great product that meets their expectations
the thesis of a book that influenced us, The Mythical Man-Month. and – usually – wows them. Many competitors, although they racked up
greater initial volumes of customers, failed to deliver on their promises
“Fourth, unlike our VC-backed competitors, who pursued follow-on and lost their customers, including many to us.
investment rounds from their backers, we saw only one near-term option
for funding: satisfied customers who continued to buy from us. As a “In contrast, our VC-backed competitors built out organizations with
result, we focused on delivering to them with fanatical zeal, channelling apparently higher cost bases. During tough times – post 9/11 in 2001,
our resources into hiring top engineering talent (mentioned above) and post Lehman Brothers collapse in 2008 – they had to start cutting. Because
top client services talent. The resources that probably went to sales and of our leaner approach, we never faced a demoralizing cycle of growth
marketing at our competitors – SaaS companies typically over-invest in spurts and layoffs, which would have been corrosive to our culture.
sales and marketing – in our company went to product and client services.
Our mantra, though unspoken, was ‘It’s the customer experience, stupid’.” “One key to the steady growth of our company has, indeed, been its
steadiness. That is, we’ve been the proverbial tortoise to our
What were the major growth accelerators for your competitors’ hares.”
company in its high-growth years?
Hald & Pressman: “Internally, the major growth accelerators were its high-growth years, and how were they managed?
adding a sales team in 2007, adding a marketing team in 2009, and, as
previously mentioned, adding new vertical focuses: financial services in Hald & Pressman: “All of our major challenges have involved resisting
2006, retail in 2007, and B2B in 2008. the urge to cut corners on our traditional formula for success, most notably
in the hiring and firing practices that underpin our culture. We hire top
“Externally, several market trends also dramatically spurred growth. The talent individuals who also fit with our core values – they are non-arrogant
rise of social media empowered customers to share information about people who bring out the best in their team-mates and with whom you
companies’ customer service in transparent online forums. That made wouldn’t mind being stuck in an airport. We also fire top talent if new
companies that previously had only paid lip service to improving the hires turn out to be arrogant, or individual contributors who don’t bring
customer experience take it seriously. Cloud computing increased the out the best in others, or your worst nightmare when stuck in an airport.
appeal of our SaaS offering.
“When we are growing rapidly, it’s awfully hard not to hire a really
“Finally, as mentioned earlier, we inadvertently tapped into external talented recruit who, though not quite a cultural fit, might be ‘brought
forums such as the Quality Council of the hospitality industry and the around’ with the right training. It’s also hard to let go of employees who
Net Promoter Forum because our customers were members. Those can perform the job functions well, even when they can be toxic to the
venues turned out to be positive word-of-mouth accelerators and, team. You’re tempted to hang on to them ‘just until’ the crush of new
therefore, growth accelerators.” business subsides, which, of course, it never does. In a high-growth
environment, sticking to your culture-preserving hiring and firing practices
Briefly describe the financing of your company and how this feels tantamount to turning away new business because you are,
financing impacted the growth of your company. essentially, turning away the productive capacity needed to handle that
new business. But to hire cultural misfits, or refuse to fire them, is an
Hald & Pressman: “We are bootstrapped, while our main competitors assault on your culture. Left unchecked, it always destroys the culture
are either large, well-heeled global market research firms or VC-backed and, by extension, the company and the growth it generates.
technology firms. Our lack of funding likely slowed our initial growth, but
not by much. We got started during the recession that followed the
“In the short term, these practices likely curbed our growth slightly by Often there’s a garage, in spirit, if not reality. The company grows and
inhibiting maximum growth of our productive capacity. In the long term, reaches key milestones: the first angel investment, a prototype, the first
they have proven essential to steady growth.” customer, the first VC round, becoming cash-flow positive, another VC
round, another customer, etc. And though the company celebrates
Give examples of dark moments or negative periods that your each milestone, each milestone seems to bring with it a reduction of the
company or you faced as part of your journey as an executive company’s start-up essence.
with this company.
“The early team is replaced by ‘professionals’, the newer employees
Hald & Pressman: “At the time, the dark moments were when bleak who flood in are lured more by riches than by revolution, and the focus
prospects for the company loomed. 9/11, which called into question the shifts from building products that will change the world to timing the IPO
viability of our business plan targeting hospitality as its initial industry; or market right. The free and easy way people worked together in the early
the defection of a large customer to a competitor because of our under- days gives way to politics, restriction of information flow, and a workplace
estimation of our competitor’s assault on our technological advantage, where people no longer want to work, but often continue to work in
and our failure to understand that customer’s internal politics. order to vest. A quote from Yogi Berra captures the seeming inevitable
demise of the start-up culture as the start-up gets more successful:
“What is interesting is that all of those ‘dark moments’ turned out to be ‘Nobody goes there anymore. It’s too crowded’.
key milestones in a good way. 9/11 so disrupted relationships between
hotels and their vendors that we were able to dislodge incumbents years
MEDALLIA, INC. MEDALLIA, INC.
before it would have been possible in ‘normal’ times. Our first big customer
REVENUE
loss jolted us out of our self-satisfied, we-have-a-better-product HEADCOUNT
MILLIONS (US$ M)
mentality and forced several changes. We realized that it didn’t matter
$ 90 120
whether our product was better if prospects did not believe it was better
– $so
80
we introduced a marketing team. We also got paranoid about our 100
technological
$ 70 superiority and redoubled our efforts on engineering and
product.
$ 60 We couldn’t just be better on product – we had to lap competitors. 80
And,
$ 50 as it turned out, our customer’s internal politics that we’d failed to
60
master were, potentially, unable to be mastered. The same politics not
$ 40
only derailed our effort to win the deal, they apparently also derailed our
$ 30 40
competitor’s ability to implement the programme. A year after the defeat,
$ 20
our competitor had failed to deliver on its promises, and our customer 20
was
$ 10 knocking on our door again. We’d lost the battle of the competitive
bake-off,
$0 but our competitor had lost the war of product implementation. 0
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 E
“In retrospect, some of our darker moments actually occurred when

our prospects looked bright. Our growth was accelerating, but it was “Fortunately, though it was not by deliberate design, we built a great
undermining our culture; we were entering new verticals, but the extra culture even before we realized its paramount importance. Once we
effort of ‘coming up to speed’ on the additional industries was burning hit some growth accelerators that pushed the number of employees
out our people, and so on. My takeaway is that all is not what it seems. toward 100, we began to notice a slight deterioration in our culture.
M E D A L L I AIt, was
When things appear dark, look for opportunity. When all is rosy, channel I N C .the prospect of this growth-induced loss that made us realize
your inner Andy Grove and get paranoid!” what we had: a culture that had enabled our unfunded – and therefore
underdog – team to succeed against the odds, against bigger, better-
What are the key lessons about entrepreneurship and successful resourced, better-known competitors. We were determined not to let
Hilton agrees to Hilton converts Begins work Adds financial Adds B2B vertical; Adds finance,
growth strategies you’ve taken to
proof-of-concept from your company
paying experience
on new platform ? services
the culture,
vertical whichlaunches
had gotten us where welegal
new platform were,andfall
HRprey to growth, and
teams
free pilot despite customer
9/11 we embarked on key steps to proactively nurture our culture such as
Hald & Pressman: “We have learned that culture is the dominant strengthening hiring practices for cultural fit and rewriting our employee
AUG SEP JUN JUL JAN JUN JUL DEC SEP APR JUN OCT DEC
reason a company fails or succeeds and that disciplined growth is
2000 2001 2002 2002 2003 2005 2006 2006 handbook
2007 to articulate
2008 our culture.”
2009  2010 2010
best. Unfortunately, great early start-up cultures are often devoured by

Incorporated in Signs first Company Launches Revenue reaches Adds marketing
Prepared by George Foster, 19 November 2010
(est.) Employee count
growth.
CA;The path is so common
co-founders customer that it’s become a cliché. Original
becomes newteams
platform US$ 10M team exceeds 100; revenue
continue theirwith 100% motivation andprofitable
start companies little, if any, cash. (committed recurring) reaches US$ 25M
day jobs (committed recurring)
MercadoLibre, Inc. | Argentina
MERCADOLIBRE, INC. MERCADOLIBRE, INC.
Overview : REVENUE GROSS MERCHANDISE VOLUME

MercadoLibre, Inc. (NASDAQ; MELI) is Latin America’s leading e-commerce

$ 145 $ 2,250
technology company. Through its primary platforms, MercadoLibre.com and
Section 7 – Executive Cases: MercadoLibre, Inc.

$ 120 $ 2,000
MercadoPago.com, it provides online solutions to individuals and companies buying,

$ 105 $ 1,750
selling, paying and advertising on the Internet. MercadoLibre.com serves millions

$ 90 $ 1,500
of users and creates a market for a wide variety of goods and services in an easy,
$ 75 $ 1,250
safe and efficient way. The site is among the top 50 in the world for number of page
$ 60 $ 1,000
views and is the leading retail platform in unique visitors in each country where it
$ 45 $ 750
operates, according to metrics provided by comScore Networks. MercadoLibre

$ 30 $ 500
maintains market leadership in 12 Latin American countries and has recently

$ 15 $ 250
launched operations in Portugal. The company, listed on NASDAQ following its

$0
2000 2001 2002 2003 2004 2005 2006 2007 2008
$0
2000 2001 2002 2003 2004 2005 2006 2007 2008
initial public offering in 2007, was named one of the “30 World’s Hottest Brands” by
Ad Age magazine and one of 27 “Great Brands of Tomorrow” by the Credit Suisse
Research Institute. MercadoLibre became an Endeavor company in 1999.
MERCADOLIBRE, INC.
Financing: Angel Fully operational Acquires Lokau Expands business IPO

round (July) in six largest (Brazilian online model to cover
First institutional Latin American marketplace) classifieds and
round (October) countries payments
1999 2000 2001 2002 2003 2004 2005 2007 2008
MercadoLibre Endeavor selects Financing: 2nd eBay acquires 227% net revenue Break-even. More acquisitions:
Incorporated MercadoLibre as institutional round 19.5% of ML for growth (regional Acquired DeRemate TuCarro & TuInmueble
an entrepreneurial iBazar (Brazilian leadership) subsidiaries (online (online classifieds)
company online marketplace) auctions site) Remaining DeRemate
Quotations from:
MercadoLibre’s management today is very similar to that of day one. Founder Marcos Galperin continues in the role of chief executive officer,
while CFO Hernán Kazah and COO Stelleo Tolda lead a group of executives that also composed the original management team. Galperin has
an MBA from Stanford University and an undergraduate degree from Wharton. While taking a Finance class at Stanford, Galperin asked one of the
guest speakers (John Muse of the private equity firm Hicks Muse Tate & Furst) if he could drive him to the airport. After some “fast talking and slow
driving,” Muse expressed an interest to invest (and did invest) in what became MercadoLibre before boarding the plane. Galperin is the winner of
multiple awards for entrepreneurship.
change over time?
Galperin: “MercadoLibre Inc. is an e-commerce enabler whose mission
Galperin: “While I was studying at Stanford University, I researched is to build the necessary online and technology tools to allow practically
several business models related to the Internet and I decided to build a anyone to efficiently trade almost anything in the Latin American market.
company which could offer an Internet auctions platform to try to solve The company operates in several reporting segments. The MercadoLibre
retail inefficiencies in Latin America. This is a continent where only large online marketplace segments include Brazil, Argentina, Mexico,
cities have good retail alternatives, while other regions remain isolated in Venezuela and other countries (Chile, Colombia, Costa Rica, Dominican
this sense. When I returned to Argentina after receiving my MBA, Republic, Ecuador, Panama, Peru, Portugal and Uruguay). The
I bought the necessary start-up technology and immediately launched MercadoPago regional online payments platform is available in Brazil,
MercadoLibre in all major Latin American countries. The company Argentina, Mexico and other countries (Chile, Colombia, and Venezuela).
first offered an auctions marketplace, but quickly converted to an The company attracts buyers by offering choice, value, convenience
e-commerce platform as users showed their preference for a ‘fixed-price’ and entertainment. Sellers are drawn by access to broad markets and
model. Through the years we developed new and complementary efficient marketing and distribution costs that help increase sales and
business units that allow the company to address a wide range of maximize profits.
different user needs through an online payments platform, advertising
solutions and a new website-building service geared towards our Integrated IT Platform: The company pioneered regional online commerce
more developed sellers.” by developing a web-based marketplace in which buyers and sellers
are brought together to browse, buy and sell items such as computers,
What was the initial growth vision or aspiration of the founding electronics, collectibles, automobiles, clothing and a host of practical
team? Was there a sizeable change in this growth vision or and miscellaneous items. The trading platform is a fully automated,
aspiration over time? If a change, please describe. topically arranged, intuitive, and easy-to-use online service that is
available 24 hours a day, seven days a week. The platform supports a
Galperin: “During the first years, we focused on building a successful fixed-price format where sellers and buyers trade items at a cost
company by offering an auctions service through our website. Our main established by sellers, and an auction format in which sellers list items
goal was to create a long-term company operating with an innovative for sale and buyers bid on them. Providing more efficient and effective
philosophy, and relying on technology to change the lives of millions of payment methods from buyers to sellers is essential to create a faster,
buyers and sellers in Latin America. However, growth took longer easier and safer online commerce experience. Traditional payment
than expected to materialize. In 1999, the Internet only reached 2% of methods such as bank deposits and cash-on-delivery present
the general population in Latin America, and only 10% of those engaged various obstacles to the online commerce experience, including lengthy
in some form of e-commerce. With the region undergoing an economic processing time, inconvenience and high costs. The company
crisis, secular Internet trends grew at a slower pace than originally forecast. addressed this problem through the introduction in 2004 of MercadoPago,
an integrated online payments solution that has enjoyed consistent
Tracking Trends: Over time, secular trends began to reflect the serious growth. MercadoPago was designed to facilitate transactions on the
growth potential we had anticipated from the start. In the meantime, the MercadoLibre marketplace site by providing an escrow mechanism
business matured into a wide range of e-commerce services and ever- that enables users to securely, easily and promptly send and receive
improving technologies for the use of our clients. The goal was to capture online payments.
an increasingly larger share of all e-commerce activity occurring in the
region. This meant improving MercadoLibre, our online marketplace, Payment Flexibility: An online classifieds service was also launched in
as well as the MercadoPago payments business unit, MercadoClics 2004 for sale and purchase of motor vehicles, vessels and aircrafts.
advertising group, and MercadoShops e-building solutions, respectively.” Buyers can search by make, model, year and price, and sellers can list
their phone numbers and receive prospective buyers’ e-mail addresses
on a platform that allows instant and direct communication between
sellers and potential buyers. During 2007, the company launched a new
and improved version of its MercadoPago payments platform in Chile Strategic Alliances: In September of 2001, we entered into a strategic
and Colombia, and expanded it to Argentina during 2008. The new alliance with eBay, which became one of our stockholders and started
MercadoPago, in addition to improving the ease of use and efficiency of working with us to better serve the Latin American online trading community.
marketplace purchases, also allows for payments outside of a region. As part of this pact, we acquired eBay’s Brazilian subsidiary at the time,
Section 7 – Executive Cases: MercadoLibre, Inc.

Users are able to transfer money to other MercadoPago accounts and iBazar, and eBay agreed not to compete with us in the region during the
to incorporate the technology in their independent commerce websites. term of the agreement. This agreement also gave us access to certain
know how and experience that accelerated aspects of our development.
System Updates: MercadoPago 3.0 is designed to meet the growing In August 2007, the company successfully completed its initial public
demand for Internet-based payment systems in Latin America. offering, resulting in net proceeds of approximately US$ 49 million. With
In December 2009, the company started beta testing processing these proceeds, the company acquired TuCarro in January 2008 and
off-MercadoLibre transactions at selected sites in Brazil using its new the remainder of DeRemate in September 2008.”
direct payments product while maintaining the escrow product for
on-MercadoLibre transactions. On 30 March 2010, the company started What were the major challenges your company had to handle in
processing off-MercadoLibre transactions through its new direct its high-growth years, and how were they managed?
payments product to any site in Brazil that wants to adopt it, and on
16 July 2010, MercadoPago 3.0 was launched in Brazil for all its Galperin: “I would highlight the following steps for handling growth:
marketplace transactions.” 1. Build a team and retain talent: We’ve been able to do this by
seeking out gifted people motivated by technology and by the
What were the major growth accelerators for your enormous growth opportunity we offer. Their commitment is a key
company in its high-growth years? element driving our growth, which in turn translates to career
advancement and opportunities going forward.
Galperin: “The culture and philosophy of the company that enables 2. Obtain financing: Obviously, we’ve been greatly favoured by the
MercadoLibre to build and maintain a world class team over time results depth and long-term vision of our investors as previously discussed.
from these major factors: 3. Develop the technology: Constantly update and improve user-
1. Consistently solid execution of our business plan. friendly IT tools for speed and capacity to retain customers and
2. The acquisition of several e-commerce companies in Brazil during grow the company.
the first years of MercadoLibre. 4. Face competition. A first mover advantage is obviously huge in this
3. The launch of MercadoPago that enabled payments through market and we continue to move first into new and subsidiary
MercadoLibre and other channels. businesses deals by carefully observing changing trends and their
4. Internet secular trends (broadband penetration, PCs per household impact on our product. We offer the best service available and then
and mobile penetration) growing at double-digit rates. improve it constantly. This obviously implies monitoring
5. Constant focus on upgrading the online platform to competition and being critical of our marketplace by constantly
improve user experience.” testing the user experience.
5. Launch new sources of income.
Briefly describe the financing of your company and how this 6. Improve the online products and user experience.”
Galperin: “We received two rounds of financing in addition to our initial

seed funding. The first round, carried out in November of 1999, raised
US$ 7.6 million from investors that included J.P. Morgan Partners BHCA
L.P., Flatiron Fund entities and Hicks Muse Tate & Furst. The second
round of financing was in May of 2000 and raised US$ 46.7 million from,
among others, Goldman Sachs entities (GS Capital Partners III, L.P., GS
Capital Partners III Offshore, L.P. and Goldman Sachs & Co. Verwaltungs
GmbH), Capital Riesgo Internet SCR S.A. (CRI Banco Santander Central
Hispano) and GE Capital Equity Investments, Inc.
with this company.
Galperin: “The key takeaways from my entrepreneurial
Galperin: “The darkest moment we had to face was when the NASDAQ experience would be:
crashed while we were negotiating our second round of financing. They 1. Stay focused on the long term and practice patience
were moments of great concern and tension because we needed capital 2. Deliver the best possible experience and product to your customers
to continue operating and many investors wanted to close the company. 3. Include local managers in each country
Fortunately, we were able to convince them about the business potential 4. Select thoughtful investors and business partners
of the region and this business model, and we could finally close a very 5. Think big and execute” 
successful second round.”
Prepared by George Foster, Rana Mansoor, Pilar Parmigiani, Diego Escobar and Endeavor,
25 November 2010
MERCADOLIBRE, INC. MERCADOLIBRE, INC.
REVENUE GROSS MERCHANDISE VOLUME

$ 145 $ 2,250
$ 120 $ 2,000
$ 105 $ 1,750
$ 90 $ 1,500
$ 75 $ 1,250
$ 60 $ 1,000
$ 45 $ 750
$ 30 $ 500
$ 15 $ 250
$0 $0
2000 2001 2002 2003 2004 2005 2006 2007 2008 2000 2001 2002 2003 2004 2005 2006 2007 2008
MERCADOLIBRE, INC.
Financing: Angel Fully operational Acquires Lokau Expands business IPO

round (July) in six largest (Brazilian online model to cover
First institutional Latin American marketplace) classifieds and
round (October) countries payments
1999 2000 2001 2002 2003 2004 2005 2007 2008
MercadoLibre Endeavor selects Financing: 2nd eBay acquires 227% net revenue Break-even. More acquisitions:
Incorporated MercadoLibre as institutional round 19.5% of ML for growth (regional Acquired DeRemate TuCarro & TuInmueble
an entrepreneurial iBazar (Brazilian leadership) subsidiaries (online (online classifieds)
company online marketplace) auctions site) Remaining DeRemate
Microsoft Corporation | US
Overview :
MICROSOFT CORPORATION M I C R O S O F T C O R P O R AT I O N
Microsoft (NASDAQ: MSFT) is the world’s largest software company.

REVENUE HEADCOUNT With annual
revenues of more than US$ 62.5 billion in 2010, at least one of Microsoft’s products
Section 7 – Executive Cases: Microsoft Corporation

MILLIONS (US$ M)
$ 3,000 12,000
is installed on most of the world’s personal computers. Led by Bill Gates as chief
executive until 2000, the company has set global industry standards for operating
$ 2,500 10,000
systems and business and consumer applications. Microsoft also develops Internet
$ 2,000 8,000
technologies and services. The company’s chief executive is long-time Microsoft

executive Steve Ballmer. Gates is chairman. Microsoft started in 1975 as a partnership
$ 1,500 6,000
between Gates and Paul Allen when they developed BASIC, a computer programming
$ 1,000 4,000
language for the MITS microcomputer. In 1981, the IBM personal computer (PC)
debuted running Microsoft’s DOS operating system. The company’s fortunes
$ 500 2,000
skyrocketed as PCs penetrated the corporate business environment. Microsoft

$0 0
1982 1983 1984 1985 1986 1987 1988 1989 1990 1991 1992 1982 1983 1984 1985 1986 1987 1988 1989 1990 1991 1992
was self-funded by cash flow from 1975 to 1981, when Silicon Valley venture firm,
Technology Venture Investors (TVI), became the company’s first venture investor
for US$ 1 million. Microsoft went public in March 1986, raising US$ 61 million.
MIC R O S O F T C O R P O R AT I O N
Wins Moves to Incorporates; Takes lead Stock goes public Becomes top Launches Becomes first
arbitration w/ Bellevue, WA; IBM PC intros in developing @ US$ 21 per software company; Windows 3.0 PC software
MITS; free to enters European with MS DOS Apple Mac share: raises MS/IBM deliver Operating co to surpass
market BASIC market software US$ 61M OS/2 System $US 1B in sales
JAN-JUL NOV DEC JAN JUN JUN-AUG FEB JAN FEB MAR APR JAN AUG MAY JUN DEC
1975 1977 1978 1979 1980 1981 1983 1984 1986 1986 1987 1988 1988 1990 1990 1990
Bill Gates & Sales Hires Steve Ballmer Paul Allen Moves to MS/IBM Releases FTC probes
Paul Allen found exceed (current CEO) resigns; corporate campus announce OS/2 Office possible
Microsoft; US$ 1M remains on in Redmond, joint development application MS/IBM collusion
licenses BASIC board Washington suite
Quotations from:
Bill Gates, a co-founder of Microsoft in 1975, was its chief executive officer until January 2000 and chief software architect until July 2008.
He remains Chairman of Microsoft. Since 2008, he has dedicated most of his time to the Bill and Melinda Gates Foundation, the philanthropic
organization he founded with his wife. Through the foundation, Gates has donated large amounts of energy and money to various charities
and scientific research programmes.
Dave Marquardt is co-founder of the venture capital firm August Capital and a Microsoft investor and board member since 1981. He has served
on more than 25 boards throughout his career including Sun Microsystems, Seagate and Linear Technology. Prior to August Capital, Marquardt
was a co-founder of Technology Venture Investors (TVI) in 1980. TVI was the sole venture investor in Microsoft. He started his venture career at
Institutional Venture Associates after graduating from Stanford Business School in 1979.
Pete Higgins joined Microsoft as a product manager after graduating from Stanford Business School in 1983 and held several senior executive
positions throughout his 16 years with the company. Higgins was instrumental in building the Microsoft applications software business, and also led
the success of the Office product family. Higgins is now a founding partner of Second Avenue Partners, a Seattle-based venture capital firm.
Mike Slade began his career at Microsoft in 1983 after graduating from Stanford Business School. He spent seven years there in product and
marketing roles and was instrumental in building the company’s Macintosh applications software business. After Microsoft, Slade was vice-president,
marketing at Next Computer before joining Paul Allen’s pioneering Internet venture, Starwave. He retired as chairman and CEO of Starwave in 1998
following its sale to Disney. From 1999-2004 he was a consultant for Apple CEO Steve Jobs and has also been a consultant for the NBA and
Starbucks. Slade is currently a partner at Second Avenue Partners, a Seattle-based venture firm.
Gates: “The idea behind Microsoft goes back to the late 1960s when Gates: “The scope and scale of our ambition was always quite big.
I was 13 and a bunch of us – me, Paul Allen, and a group of friends – We captured this pretty well in our founding vision to put a computer
started experimenting with computers and writing programmes. In some ‘on every desk and in every home’. At the time, a lot of people thought
ways, we were just kids having a great time playing with very expensive this was a crazy idea. The most important change in our aspiration has
toys. But at the same time, Paul and I were captivated by the power of come with the expansion of personal computing to include devices
what were able to do with information as we got better at programming. beyond the desktop. With the emergence of many different kinds of
Then, a few years later, in the early 1970s when Intel introduced the very computing devices and the rise of cloud computing, Microsoft’s vision
first microprocessor chip, we recognized that something very important has grown to embrace the idea of providing people with access to
was happening – microprocessors would become more and more personal computing in many different forms, no matter where they are or
powerful very rapidly, and that this trend would lead to a new kind of what they are doing.”
computer that was affordable, adaptable, and personal. We knew this
meant that the ability to use the power of computing wasn’t going to be Marquardt: “After selling programming languages and operating
limited to large organizations or people who had specialized knowledge systems, the next big change was getting into the applications business
of programming. Instead, computers would be everywhere and and that was really prompted by Windows. Windows 3.0 was the first
everyone would be able to use them. So we recognized that there mass volume graphics user interface (GUI) operating environment. When
was going to be a huge opportunity in writing really interesting software the world went to Windows it went to the graphical user interface and
that lots of people could use at work and at home.” none of the old applications worked. So in the days of DOS before
Windows, WordPerfect dominated the word processor market and
Marquardt: “The original business model was almost a contract VisiCalc and Lotus dominated the spreadsheet market. We used to think
programming business model, where Microsoft would get fixed fees from about how much money it was going to cost per point of market share
hardware manufacturers for selling their BASIC interpreter. I guess the to take share away from those competitors because they were so
big breakthrough business model came in 1981, with the IBM deal. IBM entrenched. When Windows came along it turned the whole market
basically paid them a flat fee like they had been getting from everyone upside down because the incumbents didn’t really have products for the
else. But they let them have the rights to MSDOS to sell to others. new environment. That was the seismic shift that allowed Microsoft to
Microsoft sold to others on a per copy basis rather than a flat fee. So really win in the applications business. If success is daunting in the
that was a major business model change right there and it wound up current state-of-play, change the game!”
being just hugely lucrative for Microsoft.”
Describe the strategy or business model that enabled What were the major growth accelerators for
your company to achieve its high rate of growth. your company in its high-growth years?

Gates: “The fundamental business model that Microsoft pioneered Gates: “Two things helped provide the foundation for our growth. The
was to transform computing from a low-volume, high-cost business first was the virtuous cycle of progress and innovation that occurred as
to one that is essentially high-volume and low-cost. When we started, processors became faster and cheaper, and Microsoft developed
computing power was very expensive and most software programmes software that was increasingly easy to use and more powerful. As
were one-off projects written for a specific piece of hardware to solve a computing became more affordable and more useful, it drove incredible
specific problem. Our belief was that computing power would become growth in demand for our products. This growth enabled us to hire more
inexpensive very rapidly and that if we could create software that people smart people and deepen our investment in R&D and innovation. That
saw was really useful, we would be able to sell a lot of copies.” gave us the opportunity to expand into different markets and create a
global company that offers products that span the full range of information
Slade: “The whole Office application family was tremendously important technology needs for consumers and businesses. The second was our
and Word and Excel were the big drivers for Office customers. In 1983, focus on helping to build an entire industry around personal computing.
our applications business was very small. Lotus 123 was the strongest By delivering a strong PC operating system, first with DOS and then
franchise in PC software. By the early 90s it was close to the Windows Windows, Microsoft provided the platform that was essential to making
business in size and Microsoft was the leading applications vendor. In software and PCs high-volume industries. We worked with a lot of
the very early years, we really got behind the Mac. It was a new platform software companies and PC companies to help them get off the ground
and we were the dominant applications player for the Mac. The problem and create a market for both software and PCs. Building this ecosystem
for us was that in 1983 and 1984 the Mac wasn’t selling so well. The was critical to our success.”
history of Office is interesting. We had done this thing before Excel
shipped in 1985 called the Microsoft Business Pack, which was just Marquardt: “DOS, then Windows; then the applications which became
throwing four separate products together in a shrink-wrapped box. Office; the last big growth spurt was the Internet. Gates himself was a
But they didn’t really work together and there wasn’t a lot of consistency. growth accelerator. He is incredibly aggressive, very smart and a guy
But then the idea of Office was sort of obvious once we had a that is willing to roll the dice on new technology at every turn. But he is
really good Word and Excel. And in 1987, we bought the company also an extremely conservative guy financially. It is an odd and incredibly
that made PowerPoint for US$ 14 million, so then we had three great good combination. In the early days, he could write down on a sheet of
products to bundle.” paper the revenues from all his customers and he could very accurately
project the minimum revenue he would get in a year going forward. That
Higgins: “Obviously a big part of that was the growth in Windows and would set the expense level he would impose on the organization.”
the graphical user interface – first with the Macintosh and then for
Windows. Both changed the way applications could be built and it was Higgins: “Microsoft, from Bill down, was run by technical guys.
the platform shift that allowed new guys to displace the established Microsoft had a very clear technical vision that everyone understood and
market leaders. Before Windows 3.0, Word was looking up to a very clear set of bets to make. I think a lot of companies don’t have
WordPerfect and Excel was looking up to Lotus 123. Our market share that same level of clarity Microsoft has. By contrast, Lotus was run by
was around 6 to 7%. We launched Windows Excel for Windows 2.0 pure business guys who weren’t very close to the product. They made
in November of 1987. Two and a half years later with the launch of major execution errors that our management would have seen coming.
Windows 3.0, we came out with a great new version of Excel and the We knew stuff that they were doing was never going to work long before
world changed. We were able to beat Lotus and WordPerfect because they seemed to.”
the operating system world changed and they were late with the wrong
strategy and product.”
Briefly describe the financing of your company and how this employees across the company show whenever we need to respond to
financing impacted the growth of your company. major competitive threats is always a great thing to be part of.”
Marquardt: “When we first looked at Microsoft in 1980 to 1981, they Higgins: “Well, Windows wasn’t actually an overnight sensation. We
were doing about US$ 4 to 5 million in revenue, making about US$ 2.5 bet big on Windows, but the first two versions weren’t great. We viewed
million and growing rapidly. The first question Gates asked was ‘What OS/2 as more strategic and our resource allocation reflected this. Once
do we need these guys for? We’re profitable, we’re growing; we don’t we learned that Windows could address more than 640K, though, all of
need any cash’. Steve Ballmer’s response at the time I think was, sudden from an applications perspective Windows 3.0 looked to be a
‘You know, having outside investors will be a good thing for us. It will better alternative and our strategy changed.”
give us some eyes and ears in the Valley; it would give us guidance on
corporate governance structure; we should value having an outsider Slade: “IBM was saying OS/2 was the future and we were supporting
involved’. At the time, it was a partnership between Bill and Paul Allen. that view with our resource allocation trying to make OS/2 Presentation
We helped formalize the company, including the equity plan for other Manager successful. For most of the IBM relationship Steve Ballmer was
key executives and for employees. Steve realized that there was great just trying to put out fires. But when people saw that Windows 3.0 broke
value in getting equity to the employees in the company. No one had the 640K memory barrier, which meant that you could build better
any stock at the time except those two. When they went public in 1986, applications and do more with them, it was obvious that it was going
they went public basically because they were bumping-up on 100 to be very successful. When Windows shipped, our tune began to shift
potential shareholders (due to vested, exercise-able options) and the rapidly to Windows. We knew it was the right way to go. But at the
SEC was going to make them file anyway. But they never needed the same time we had to figure out how to not get divorced from IBM
capital, never used the capital and never spent a nickel of the US$ 1 too quickly.”
million we invested.”
Slade: “One of the things that people forget is our competition – company or you faced as part of your journey as an executive
Lotus, Ashton-Tate – those guys were already public and it has exposure with this company.
advantages. The Wall Street Journal always covered them more than
they covered Microsoft. It drove Bill crazy. He would say, ‘Those guys Gates: “I’m not sure I would say there was a particularly ‘dark’ period –
got more ink than we did!’ But while cash flow was never a problem, the though, there were certainly significant challenges we faced. There was
business discipline at Microsoft was incredible. I remember I got into a one particular time in our history, and that was back in the very earliest
huge fight with management because I wanted to buy FileMaker, they days of the company when we were still based in New Mexico. One of
didn’t want to pay US$ 8 million for it, and we were outbid. The reason our first customers was MITS, which was the first company to sell an
was that Frank Gaudette, the chief financial officer at the time would not inexpensive personal computer to the general public. In return for our
buy anything that you couldn’t prove had an IRR over 40%. The hurdle software, they paid us a royalty and gave us office space. But after MITS
rate was 40%!” was acquired by another company, they stopped paying us and we
basically had no income for a year. We were just barely able to hang on,
What were the major challenges your company had to handle in and after that I had a rule that we always had to have enough cash on
its high growth years, and how were they managed? hand to be able to operate for a full year, even if nobody paid us.
Gates: “One of our biggest challenges was simply to be able to hire “Certainly some of the legal issues we faced over the years created
enough really smart people to keep up with the incredible rate of growth some challenges. And while I wouldn’t characterize those periods as
of our businesses. We also faced a number of competitive challenges being ‘dark’, they took up a lot of time and diverted some of our
over the years as the information technology industry progressed attention away from what we really wanted to be working on, which was
through a series of generational shifts, such as the emergence of creating great software and growing the business.”
graphical user interface and the rise of the Internet. Each time, it took
a period of really focused effort and innovation. But that is a big part of Marquardt: “The first decade it was IBM that almost killed us. I mean
what made building Microsoft so interesting and exciting. Microsoft has they were a great ‘angel’ in a way, but they also almost killed us a few
always had strong competitors and the passion and commitment that times. We were in a situation long before Windows where we were
totally at the behest of IBM. And IBM could have crushed us on many What are the key lessons about entrepreneurship and successful
occasions. They had huge demands on us and sucked our resources. growth strategies you take from your company experience?
We were basically a low cost, outsourced programming sweatshop

for IBM. They paid us very little and the only thing we really got from Gates: “One of the key things is that you have to be in the right place
them that turned out to be very lucrative was the right to sell the DOS at the right time. This isn’t a question of luck. It means that you have to
operating system to other companies. IBM was a large company and recognize the opportunity early, and go after it with incredible focus and
we were a small company and every new code release would have to commitment before anyone else does. As the business grows, you have
circulate around to all these different divisions, and it was very difficult to be very careful not to let success prevent you from responding to new
to keep our technical people motivated to serve the beast, as it were. opportunities as the market changes. There were a lot of big, successful
When we launched Windows, IBM had a competing project, which they companies selling computers back in the mid-1970s, but they all failed
were working on with us called OS/2. Previously, IBM had always set the to recognize the opportunity – or the threat – that the microprocessor
standards. We would provide the technology and their brand recognition created for their business. You also have to be willing to take risks and
and clout in the industry were what really set the standards. When we make mistakes. Nobody should have to worry about being penalized for
launched Windows 3.0, that was the first time that we really went out trying something new and not having it work out. The key is to learn the
and did it without IBM. We had made an internal decision before that, right lessons from mistakes so you can continue to move forward.”
MICROSOFT CORPORATION M I C R O S O F T C O R P O R AT I O N
REVENUE HEADCOUNT
MILLIONS (US$ M)
$ 3,000 12,000
$ 2,500 10,000
$ 2,000 8,000
$ 1,500 6,000
$ 1,000 4,000
$ 500 2,000
$0 0
1982 1983 1984 1985 1986 1987 1988 1989 1990 1991 1992 1982 1983 1984 1985 1986 1987 1988 1989 1990 1991 1992
that whether IBM was with us or not, we were going to launch Marquardt: “Hire the best people you can. One of Microsoft’s strengths
Windows 3.0. The day before the launch, IBM reluctantly decided was it innovated that way. It spent a lot of time at universities, before that
to endorse Windows.” was fashionable, to seek out talent. They hired for high IQs first, and
then figured out a way to organize them and make them productive.
MICR O S O F T C O R P O R AT I O N
Another key lesson is the better you do the ever higher the expectation,
TIME-LINE / KEY EVENTSfor
especially a public company. Living up to those expectations
becomes an ever increasing challenge.” 
Wins Moves to Incorporates; Takes lead Stock goes public Becomes top Launches Becomes first
arbitration w/ Bellevue, WA; IBM PC intros in developing @ US$ 21 per software company; Windows 3.0 PC software
MITS; free to enters European with MS DOS Apple Mac Prepared
share: raises Foster andMS/IBM
by George deliver 24 November
Sandy Plunkett, Operating
2010 co to surpass
market BASIC market software US$ 61M OS/2 System $US 1B in sales
JAN-JUL NOV DEC JAN JUN JUN-AUG FEB JAN FEB MAR APR JAN AUG MAY JUN DEC
1975 1977 1978 1979 1980 1981 1983 1984 1986 1986 1987 1988 1988 1990 1990 1990
Bill Gates & Sales Hires Steve Ballmer Paul Allen Moves to MS/IBM Releases FTC probes
Paul Allen found exceed (current CEO) resigns; corporate campus announce OS/2 Office possible
Microsoft; US$ 1M remains on in Redmond, joint development application MS/IBM collusion
licenses BASIC board Washington suite
MINDTREE MINDTREE
MindTree | India &REVENUE

US HEADCOUNT
IN MILLIONS (US$ M)
$ 300 9,000
Overview :
$ 250 7,500
MindTree is a mid-sized technology firm co-headquartered in Bangalore (India)

and Warren NJ (USA) with four development centres in India and 15 offices across
$ 200 6,000
Asia, Europe and the United States. It was founded in 1999 by seven Indian-based
$ 150 4,500
IT executives and three US-based IT executives. Its growth journey and people
practices make MindTree a standout in the IT solutions sector. MindTree is one
$ 100 3,000
of the world’s fastest growing IT organizations, ranking 19th among the

$ 50 1,500
Top 100 Global Outsourcing Companies in 2010, according to the International

Association of Outsourcing Professionals. The company went public in India in
$0
1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009
0
1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009
2006, raising US$ 54 million. MindTree posts 2009 sales revenues of US$ 275
million (over 90% internationally), has a market-cap of about US$ 500 million
and employs 9,000 people.
MINDTREE
Closes second Launch of Acquires TES Celebrates 10th Acquires 7Strata

round of development Purple Vision Anniversary
funding centre in
Chennai
AUG AUG APR JUL MAR DEC JUN AUG SEPT APR JUN
1999 2001 2006 2006 2007 2007 2008 2009 2009 2010 2010
Formation of Crossed US$ MindTree IPO Acquires Acquires Kyocera Awarded India
MindTree 100M in revenues (India MSE, NSE) Aztecsoft Wireless India UID project for
1.2B Indians
Quotations from:
Subroto Bagchi, the current vice-chairman, co-founded MindTree in 1999, serving as its COO. His current title is “Gardener” at Mindtree.
He has authored three business books: The High Performance Entrepreneur, Go Kiss the World, and The Professional. He writes a column titled
“Zen Garden” in Forbes India. He is on the Board of Governors of the Indian Institute of Management, Bangalore.
MindTree co-founder Rostow Ravanan is the CFO. He previously had management roles at Lucent Technologies and Bell Laboratories and
worked at KPMG Corporate Finance. He holds a bachelor of commerce degree from Bangalore University.
What was the source of the initial idea and how did that idea 1. MindTree assigned 16.67% of equity for employees. The founders
evolve into a viable high-growth business venture? How did it were not allowed to increase their stake. After one year, while the
change over time? employees got their options at Rs 2 (2 Indian rupee), the VC funding
was done at Rs 41.
Bagchi: “We saw our venture from an ‘opportunity backwards’ point of 2. We clearly articulated that MindTree would go public when it
Section 7 – Executive Cases: MindTree

view. We felt that the new century would be about the services industry attained the US$ 100 million revenue mark. Thus, the exit criterion
compared to the manufacturing industry that dominated the last one. was visible to all stakeholders.
We believed that the emergence of the services industry would mean 3. From day one, MindTree’s social responsibility was defined.
that every sector would need IT as the differentiator (whether a hotel, MindTree’s logo was designed by a child from Spastics Society of
a hospital or an airline or educational institution). Additionally, we felt that Karnataka (an NGO dedicated to the welfare of persons with
we would live in a world in which every gadget around us would need neuro-muscular and developmental disabilities). No MindTree event
software. To address these two areas, we created a value proposition is complete without the participation of the children and their beautiful
based on a consulting-led company with IT (software) and R&D paintings that adorn the walls of MindTree buildings. MindTree in turn
(embedded) services. Subsequently, every big change acted as an donates a share of its profitability to building assistive technologies
evolution cycle in a way. Some such changes included: and works with institutions like the Spastics’ Society.
4. Genetically designed to be known for its culture, values and
First change – Before 1999, Indian IT players were seeking legitimacy in knowledge, MindTree has a well-defined mission, vision and values
global markets while MNC were more focused on consulting and high- statement. Different business units had their own positioning with
priced software development and maintenance. The telecom burst in R&D services focused on IP-led services while IT services focused
1999, followed by ‘dot-com burst’ in 2000 and ‘9/11 attacks’, changed on reusable components, process and domain orientation.”
IT services competitive landscape. The boundaries were broken among
consulting, software services and the idea of what work could be done Describe the strategy or business model that enabled
where. MindTree too, had to change its positioning to offer wider range your company to achieve its high rate of growth.
of services instead of just Internet technologies, R&D and consulting-led
services. We were too focused on development of solutions; post 9/11 it Bagchi: “MindTree is among the fastest growing IT and R&D services
was all about maintenance; about keeping the lights-on applications alive. companies. Our growth is powered by our consultative approach, our
deep understanding of business and technology, our passion for
Second change – After surviving the ‘dot-com bust’, MindTree expanded innovation, and above all, our integrity. Consistent performance is the
the next two years its services offering to address bigger deals, by focusing hallmark of our success. Our focus on innovation ensures that we are
on a few high-brand multinationals with large projects (for revenue and constantly raising the bar for ourselves and for the industry as a whole.
reputation). Both technology and financial channels were used to address We take a ‘customer-backwards’ view to every one of our engagements,
this deals’ qualification process. Diverse approaches such as equity focusing on value delivered as the benchmark for our achievements.
partnership and IP licensing to OEMs were used to gain entry to customers. MindTree is proud to be one of the few Indian companies to have
Overall, MindTree became a horizontal technology services company. maintained a consistently high customer satisfaction rating over the
years (85-93%). Besides financial benchmarks, this is one of the key
Third change – In 2006, MindTree changed its structure towards industry measures surveyed annually.”
verticalization to address customers’ requirement with domain capabilities.
The highly successful IPO (106 times oversubscribed) brought in about What were the major growth accelerators for your
US$ 56 million to enter new markets, build the Chennai campus and company in its high-growth years?
develop the domain expertise through hires, acquisitions and trainings.”
Bagchi: “Given that we are very customer and market driven, you will
What was the initial growth vision or aspiration of the founding see growth driven by many factors. These include:
team? Was there a sizeable change in this growth vision or 1. Success of e-business (as a market): When a new company is started,
aspiration over time? If a change, please describe. the biggest challenge is the claim to legitimacy, and the capacity to
answer such questions as: ‘What you do?’ and ‘How are you different?’
Bagchi: “The founding team wanted to build an aspirational company. When MindTree started, we claimed expertise in the e-business
The team mixed technology, financial and social parameters in a way domain. Our capacity to quickly learn was unsurpassed. The bigger
that benefited all stakeholders. Key among these were: companies, owing to sheer size, were not able to do it as fast.
2. Sharp focus on the geography and the way MindTree was valuation as the VC funds. We raised a second round of US$ 14 million
configured. Incidentally, three of 10 MindTree founders were from at a valuation of US$ 75 million in 2001. We also had lines of credit from
the United States. Our complete focus was on the US. The R&D our banks, which we used to fund some of our CAPEX and working
focus was in Silicon Valley region businesses, and the e-biz focus capital requirements. By 2009, we had repaid all our loans and we were
was in the mid-Atlantic region. It helped us get early customers. debt free. We also raised US$ 54 million via an IPO in India in February
3. Very sharp focus on the key accounts. Few of MindTree’s initial big 2007. We were adequately capitalized and never really faced a situation
accounts ensured MindTree’s sustenance, especially after the where growth was constrained due to capital inadequacy. Our business
dot-com and telecom crash and 9/11. One of the reasons MindTree is not CAPEX-intensive and growth largely only needs additional working
was able to successfully manage big accounts was the rich capital. The initial rounds of funding plus our banking arrangements
experience of its top 50 people. They came with adept knowledge provided sufficient cover. We also structured our growth appropriately.
and experience in managing structure, engaging at the executive For example, in the initial years we operated out of leased premises
officer level and the ability to sell the services. They were able to sell instead of owned premises, which saved cash.”
from what existed in MindTree at that point in time. One such
testimony was given by the CIO of Volvo, who praised MindTree by What were the major challenges your company had to handle in
saying: ‘I am signing up for this contract not because of what its high-growth years, and how were they managed?
MindTree has done in the past, but what it will be able to do in the
future’. This proved our efforts and execution. Bagchi: ”There were plenty of issues, however, the top three are as follows:
4. Human resources strategy. We built a ‘People Function Roadmap’ 1. Cross cultural integration – as we 10 co-founders came from
for the first five years (MindTree’s version of a human resources consulting and IT industry. In addition, our origins were from nine
department). This roadmap was a sequential calendar comprised different nationalities. To be able to get a team to play together took
of discrete items: What would be our priorities? At what stage would a lot of top management bandwidth in its early days. Other than the
we focus on digitization and how much effort on content? How top management, it was a challenge to make the consultants and
would we ensure top level leadership development. We pretended members who came from the software industry to see value in
to be big and built our practices around scalability in order to each other.
attract the best of the talent. Hence, we created an image of 2. The market collapse – hanging on to the faith. Despite the dot-com
MindTree by claiming to be a ‘post-modern’ company.” collapse, telecom and 9/11 really shook people. Questions were
asked on the faith and about the viability of the businesses and
Consulting Emphasis: “Since we wanted to be a consulting-led company, India/Indians.
we hired a non-HR person from one of the ‘Big Four’ to head our HR 3. Internal challenge – managing the expectation of the second round
efforts. This ensured our HR policies were in line with the requirements investor. First round investors are still with MindTree. The second
of a consulting-led company. We built our 360-degree feedback system round investor paid the money in August 2001 and then 9/11
around CLASS (Caring, Learning, Achieving, Sharing and Social happened. They wanted to get a re-evaluation and by June of
Responsibility – the value system at MindTree). So, apart from basic inputs 2009, they parted with their money. To manage those people
such as what a person should start/stop/continue doing, MindTree was a full time job.”
minds also get rated on how they fared on the CLASS values. We had
a long-term view on HR. Thus, we followed PCMM (People Capability Give examples of dark moments or negative periods that your
Maturity Model) and got certified on the model from the Software company or you faced as part of your journey as an executive
Engineering Institute (SEI) of Carnegie Mellon. The entire top management with this company.
at MindTree, aside from their professional competence, are good people
managers. They make managing and leading people a priority.” Ravanan: “A negative moment for the company was in 2003. We were
in the final shortlist in the race to get empanelled as an IT vendor for a
Describe briefly the financing of your company and how this Fortune 10 company. The race was long and hard and we were a very
financing impacted the growth of your company. small company of about 2,000 people competing against some of the
largest players in the industry. We didn’t have any long-term contracts
Ravanan: “We had two rounds of pre-IPO funding. At the time we from large customers, which was critical for the survival of the company
formed the company in 1999, we raised approximately US$ 10 million at at that stage. This was also the period when the world was recovering
a valuation of US$ 24 million from a large California-based VC fund and from the economic downturn that followed the dot-com bubble and
an India-based VC fund. The founders also put in money at the same 9/11. Therefore, this was a ‘make-or-break’ deal for MindTree. One
carrot we offered the Fortune 10 customer was an equity stake in MindTree, What are the key lessons about entrepreneurship and successful
which allowed them to reap a financial upside from the business they growth strategies you’ve taken from your company experience?
give us beyond the value they received from off-shoring their software
development and maintenance. This seemed to swing the deal in our favour. Bagchi: “The key lessons are:
1. Choose the right initial team! MindTree’s success came from the fact
Section 7 – Executive Cases: MindTree

Bottleneck Broken: “One bottleneck occurred when one of our investors, that, the initial team wasn’t composed of beer buddies, but
a large global PE fund, played spoilsport. The investor didn’t want to launched with highly competent people. The bond was not of
dilute its stake in MindTree via an offer to the Fortune 10 customer at a familiarity, was of competence. All 10 founders who had never met
much lower valuation than what the PE fund company had when joining and are still with MindTree, shared a vision, took the same view of
MindTree. The earlier participant was upset because MindTree had high integrity and had complimentary leadership skills.
underachieved against their expectations on revenue and profitability in 2. Choose the right kind of money! Our choice of first investor was
2001-2002 due to the economic slowdown. They wanted their stake right, the second investor was not appropriate. We would not have
to be reset. Our view was that both Mindtree and the entire IT industry survived without the initial investor’s engagement with us.
were impacted. Even in the slowdown years, MindTree grew at high- 3. Build a long view of time! If you build a high performance company
double digit growth rates, which was much higher than the rest of the to span 50 years, one economic slow-down doesn’t matter so

MINDTREE MINDTREE

REVENUE HEADCOUNT
IN MILLIONS (US$ M)
$ 300 9,000

$ 250 7,500

$ 200 6,000

$ 150 4,500

$ 100 3,000

$ 50 1,500

$0 0
1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009

industry. We believed that the PE investors came in with an equity stake, much. In addition, a long-term view foregoes instant gratification
and so should bear the ups and downs of business. However, under the that may lead to greed., Leadership should be willing to pay a
funding agreements, investor consent from the PE was required to go short-term price for sticking to the core values. Finally, risk-taking
ahead with the equity offer to the Fortune 10 customer. To resolve this, is part of every success story, and making mistakes, even by top
MINDTREE
the founders accepted a down-round where the PE fund’s stake got management, isn’t always that bad if a lesson is learned.” 
reset at a lower valuation. Luckily, we won the bid. It was a bittersweet
victory. However, things worked out as time went by, because winning Prepared by Martin Haemmig and George Foster, 22 November 2010
Closes
this bid gave a big second
morale Launch
boost to the entire of
organization Acquires TES Supported by Celebrates
by showing
JM FINANCIAL (A. Kampani, R. Narasimhan)
10th Acquires 7Strata
round of development Purple Vision Anniversary
we could compete against the industry leaders.
funding centre inWinning this bid also
Chennai
gave confidence to other companies to give us business.”
AUG AUG APR JUL MAR DEC JUN AUG SEPT APR JUN
1999 2001 2006 2006 2007 2007 2008 2009 2009 2010 2010
Formation of Crossed US$ MindTree IPO Acquires Acquires Kyocera Awarded India
MindTree 100M in revenues (India MSE, NSE) Aztecsoft Wireless India UID project for
1.2B Indians
Net-a-porter.com | United Kingdom
Overview :
NET-A-PORTER had its genesis in Natalie Massenet’s 1998

NET-A-PORTER.COM to
N E T- A - P O1999
RT E R . Cvision
OM to
“merge the store with the magazine” for online consumers.HLaunched
REVENUE EADCOUNT
in June
2000, the company targeted time-strapped women as its customers. Massenet
IN THOUSANDS (£ K)
differentiated NET-A-PORTER in multiple ways from the then current online

£ 160 480
competitors, such as the availability of high-end, current-season, hot fashion

£ 140 420
items, distinctive packaging, customer service and same-day delivery in London.

£ 120 360
Massenet had been fashion editor at Tatler magazine and had worked at
£ 100 300
W magazine. The initial investors were friends and family, including Carmen
£ 80 240
Busquets from Venezuela, who operated a boutique in Caracas. Massenet’s

£ 60 180
fashion industry background facilitated her convincing high-end brands (such as

£ 40 120
Jimmy Choo, Michael Kors and Chloe) to allow their products to be sold online.
£ 20 60
From day one, NET-A-PORTER has delivered to global customers and has a
proven expertise in international shipments that must take account of taxes,
£ 0 0
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010* 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009
duties, etc., which can differ from country to country. In 2002, Richemont, the
*2010 Results for 14 months to March 2010 due to change in fiscal year end.
Swiss luxury goods maker, took a 25% equity in NET-A-PORTER, and in 2010
it moved to an ownership of slightly less than 100%.
N E T- A - P O RT E R . C O M
Richemont Launches US Forms Listed in Time Launches Outnet, Planned launch

takes 25% distribution centre and partnership magazine’s 50 NET-A-PORTER’s of MR PORTER,
equity in same-day delivery in with LinkShare best websites outlet shopping site a menswear site
NET-A-PORTER Manhattan
JUN NOV AUG SEP APR APR FEB

2002 2006 2008
2000 2004 2006 2007 2009 2010 2010
Launches Wins award for best Listed on UK Fast Reached an Sold balance of equity
website retailer at the British Track 100 average of 5,000 shares to Richemont at
Fashion Awards; won new customers £ 350M valuation
UK Fashion Export per month
Award for best e-tailer
Quotations from:
Natalie Massenet is the founder and current executive chairperson of NET-A-PORTER. Massenet studied at UCLA and worked as a film director
and stylist afterwards. She also worked for WWD.com and as Isabella Blow’s assistant at Tatler magazine prior to founding NET-A-PORTER.
Mark Sebba has served as chief executive officer of NET-A-PORTER since 2003 and was appointed the non-executive director in 2010. Prior to
joining NET-A-PORTER, Sebba was finance director at Video Networks Limited and at Golden Rose Communications Plc. Mark has also worked in
investment banking and is a qualified chartered accountant.
What was the source of the initial idea, and how did that idea So I thought, ‘Wouldn’t it be amazing if you could tell them what to buy
evolve into a viable high-growth business venture? How did it and also give it to them, with one click, without their having to move’?
change over time? So for me it was definitely about merging the store with the magazine.
The Internet meant that you could do so efficiently, and the information
Section 7 – Executive Cases: Net-a-porter.com

Massenet: “I logged onto the Internet one day back in 1998, and it was could reach people everywhere instantly. The vision that I had before
like a mind explosion. I saw the potential to start up a business selling starting the business in 1999 is the same one that I have today: I want
fashion online to a global market, but I then spent my time convincing to create the destination for fashion.”
other people that they should do it. When I realized that they were
not seeing the same opportunity and had no interest in doing it, then I Sebba: “Natalie’s vision was, and continues to be, that NET-A-PORTER
naively said I’d do it. Once I had established the name NET-A-PORTER. should be the ultimate destination for all things fashion. She always
com (which came to me while I was looking through a fashion dictionary knew that the business had huge potential. Because the Internet is
and thought of the online play on words with prêt-à-porter). I realized a global medium, the company has never accepted constraints from
that you couldn’t have a name like NET-A-PORTER without thinking big. brands on its geographical distribution, with the result that it delivers
NET-A-PORTER had to be slick and chic and ambitious. From the start today to 170 countries. As the business has grown from zero sales to
I wanted hot brands: the clothes that magazines were writing about over £ 200 million, the required management talents have also been
but that were hard to get hold of. We would sell them with luxury refined, so the constitution of the management team has mostly
service and style.” changed over the years. I joined in 2003, and while the fashion and
creative sides of the business were then well developed, I focused on
Sebba: “Natalie was a fashion journalist and understood that women financial controls, reporting disciplines, technology, process and
would read fashion magazines to identify the latest trends and to help operations. After eight years, the business launched a second brand,
them decide what they wanted to buy. In the late 1990s, she saw the an off-price fashion outlet, www.theoutnet.com, and in 2011 will launch
huge potential that the Internet would offer as a selling medium. She a men’s brand, www.MRPORTER.com. The factors guiding me were to
wanted a woman to open a copy of a magazine, see something that she put profit before volume and to watch the cash with hawk eyes.”
wanted, press a button and buy. So NET-A-PORTER became one of the
first proponents of the then much talked-about ‘convergence’ that digital Describe the strategy or business model that enabled
technology would permit – a convergence between media and your company to achieve its high rate of growth.
commerce. Another fundamental principle was that NET-A-PORTER
would become the global marketing partner for fashion brands and Sebba: “There is no question that the company has benefited from
would help them develop their individual on-line strategies. Ten years on, being an early player in the e-commerce arena, given the general
the company bears a remarkable resemblance to the original business migration of shoppers to online.
plan. Natalie never had any doubt that – provided (1) our customer could
easily return anything she didn’t like and (2) we excelled in all aspects “Regarding point-of-view content, the model was to present our
of service to the customer – there would be a huge and recurring customer with a fashion magazine that pointed to a curated fashion
worldwide demand for NET-A-PORTER products and services.” collection; items would be selected from a designer’s collection and
always styled with other designers’ products. The website rapidly
What was the initial growth vision or aspiration of the founding developed an independent, authoritative, editorial voice where fashion-
team? Was there a sizeable change in this growth vision conscious women would browse, share ideas and buy. As the business
or aspiration over time? If a change, please describe. has developed and technology has advanced, we have refined the
magazine by introducing video content and, most recently, presenting
Massenet: “Because of my fashion magazine background, the website a fashion magazine on an iPad from which the customer can also buy.
format had to be editorial. My statement of intent for NET-A-PORTER We have consistently sought to bring fashion to the customer, whether
hasn’t changed. I wasn’t trying to transform the store. I was trying to at home, at the office, on a mobile phone, or now, on a tablet device.
transform the magazine because the magazine was still a great way for
women to find out what to buy. They would read fashion magazines and “From point of view of revenues, as a retailer we could not sell what we
then go to the store to try to find it. Magazines showed what was new had not bought. In the early days of the business, the fashion seasons
and what was inspiring, with photographs of the most beautiful things. were more clearly delineated, although in recent years the business has
But store buyers only bought what sold well, so there was a disconnect. become less peaky. But the principle remains: our buyers see the products
and order them, with virtually no subsequent opportunity to reorder, What were the major challenges your company had to handle in
several months before we take delivery. With visitors evidencing double- its high-growth years, and how were they managed?
or triple-digit growth rates, it was and continues to be necessary
to plan the buy in anticipation of a rapidly growing customer base. Buy Massenet: “There were the challenges you would expect for any
too little, and you miss sales; buy too much, and cash and margin crises business starting out in 2000, just when the Internet bubble was bursting.
ensue. We have focused much effort on building the tools and skills to However, we made sure that we started out small at a time when the
reconcile anticipated growth in customer demand with growth in the market was small, and we didn’t overspend or overestimate the market
supply of product.” – we built NET-A-PORTER for the long run. We had some initial
objections from brands that were nervous about selling their products
What were the major growth accelerators for your online. However, we had a lot of meetings and went to great lengths to
company in its high-growth years? show them what we were going to do with their brand and the growth
that we were expecting. We also showed them that we were willing
Sebba: “We are still in high-growth years. Migration to the Internet for to wait and do things properly, not rush them. I think many of their
shopping is clearly a major factor, as is the increase in the population objections came from fear of the unknown and an initial resistance to
who has grown up in a digital world. For kids who studied online and for the Internet. Some brands associated the Internet with mass market
whom the Internet is the primary source for information, buying online and discounting. The first thing we told them was that we wanted to
becomes second nature. So every day there is a fresh stream of ‘celebrate’ their brands; we took the risk away from them, which meant
net-savvy people out of college with disposable income. we could venture into this industry together.”
“We have always focused on making it easy for the customer: easy to Sebba: “As stated above, the high growth years are not over, nor have
navigate the site, easy to choose. We also give fashion advice with the challenges abated. In the early years, we faced constant skepticism
humour as a way to ensure that the site is ‘sticky’. And the visitors about whether people would buy expensive clothes without trying them
return, month after month, year after year, with individuals often on. We also encountered opposition from some of the major fashion
becoming a customer long after they have first visited the site.” brands, which felt that the Internet was the preserve of discounters.
Building for growth in order volumes while retaining rigorous service
Briefly describe the financing of your company and how this level standards has been a constant challenge, as has determining the
financing impacted the growth of your company. amount of space required in London and New York for our distribution
centres. In 2003, when I joined, dispatching 60 orders a day was a
Sebba: “The company was initially funded by friends and family, one of struggle; today, across our two distribution centres, we can easily
whom continued to support the company until it was cash positive and manage 6,000, and by next year, as a result of the major infrastructure
eventually owned some 30%. In 2002, the international luxury goods investment we are currently undertaking, this number will have doubled.”
company, Richemont, invested on a VC basis for 25% of the business.
By the end of 2004, the company had raised about £ 9 million, and from
then on it was cash generative. The two principal shareholders and the
founder placed a strong emphasis on self-sufficiency and the avoidance
of raising more equity. Therefore, the growth strategy centred on chasing
margins and cash, rather than a ‘land grab’. It is possible, therefore, that
with more cash we might have grown the top line faster, but I doubt that
we would have been able to sustain the margins. In addition, managing
the requisite growth in infrastructure would have placed the company
under significantly greater stress than we anyway faced.”
Give examples of dark moments or negative periods that your “Find supportive, like-minded shareholders. Many hours will be spent in
company or you faced as part of your journey as an executive their company around the Board table. You better get on.
with this company.
“Attract one or two non-executive directors who can contribute skills or
Section 7 – Executive Cases: Net-a-porter.com

Sebba: “I believe the darkest moments that the company faced were knowledge not provided by management or shareholders.” 
in the first two years before I joined, when there was a constant lack
of cash. When I joined, we embarked on a cash-raising exercise, and Prepared by George Foster, Ning Jia, and Hamish Stevenson/Fast Track,
15 November 2010
thereafter, for the most part, we experienced very few cash crises.”

Sebba: “People are key. Value them, cherish them, empower them,
incentivize them, give them an attractive physical working environment,
help them develop and if they don’t shape up, move them out.
NET-A-PORTER.COM N E T- A - P O RT E R . C O M
REVENUE HEADCOUNT
IN THOUSANDS (£ K)
£ 160 480
£ 140 420
£ 120 360
£ 100 300
£ 80 240
£ 60 180
£ 40 120
£ 20 60
£ 0 0
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010* 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009
*2010 Results for 14 months to March 2010 due to change in fiscal year end.
The business needs different skills at different stages and in assessing

the capabilities of individuals, it is critical to ensure that they are up to
managing a growing business. Some people are much less comfortable
in a larger environment, and there is no reason not to allow these
N E T- A - P O RT E R . C O M
people who may have contributed at an earlier stage in the growth of
the business, to profit after they have left. TIME-LINE / KEY EVENTS
Richemont Launches US Forms Listed in Time Launches Outnet, Planned launch

“Lead by example.
takes 25% distribution centre and partnership magazine’s 50 NET-A-PORTER’s of MR PORTER,
equity in same-day delivery in with LinkShare best websites outlet shopping site a menswear site
NET-A-PORTER Manhattan
“Manage the cash. Understand the relationship between sales,
investment
JUN and
2002cash. An
NOVexpanding business running
AUG 2006
out ofSEP
cash has 2008
APR APR FEB
2000 2004 2006 2007 2009 2010 2010
very little leverage with new and existing shareholders.
Launches Wins award for best Listed on UK Fast Reached an Sold balance of equity
website retailer at the British Track 100 average of 5,000 shares to Richemont at
Fashion Awards; won new customers £ 350M valuation
UK Fashion Export per month
Award for best e-tailer
Pharmacy 1 | Jordan
PHARMACY 1 PHARMACY 1
Overview : REVENUE HEADCOUNT

IN MILLIONS (US$ M)
Pharmacy 1 is the largest chain of pharmacies in Jordan. The founder, Amjad

$ 30 500
Aryan, emigrated from the Palestinian Territories to the US at age 18. In 1995,
$ 27 450
$ 24 400
the Aryan family founded Pharmacy 1 in the US. Two years later, they acquired
$ 21 350
Miami’s oldest pharmacy, Robert’s Drug Store. In 1999, they changed the company
$ 18 300
name to Pharmacy 1 and added other stores in Miami. Amjad Aryan opened the
$ 15 250
first Pharmacy 1 in Amman, Jordan, in 2001. After fully relocating to Jordan

$ 12 200
in 2004, he led a rapid expansion of the company. There are now 47 stores in
$9 150
Jordan and four stores in the Kingdom of Saudi Arabia, with further aggressive
$6 100
$3 50
expansion planned. Having equipped each pharmacy with a modern logistics
$0 0
network, Pharmacy 1 applies state-of-the-art pharmaceutical store management

2005 2006 2007 2008 2009 2010 2005 2006 2007 2008 2009 2010
in a sector of the Jordan economy where this standard did not exist prior to 2001.
The AllWorld Arabia 500 selected Pharmacy 1 as the number one fastest-growing
company in the Jordan 25.
PHARMACY 1
Acquires Robert’s Opens second Opens first Undergoes Endeavor Jordan Pharmacy 1 branches
Drug Store in Jordan branch branch outside regional selects Pharmacy 1 and corporate offices
Miami, Florida, Amman in expansion in as an entrepreneurial become fully ISO
USA Aqaba Saudi Arabia company certified
JUL APR JUL OCT

1995 1999 2003 2005 2006 2008 2009
2001 2006 2010 2010
Aryan family Pharmacy 1 Opens two Expands at Revenues PE & IB solicits Reaches 350 Wins Jordan 25
founds Pharmacy Jordan opens more branches full throttle: exceed double Pharmacy 1 to employees from Fastest Growing
1 in the US first branch 11 branches digits: US$ join forces (offer 64 in 2005 Company in
in one year 9.5-15.9M not taken) AllWorld 500
Quotations from:
The son of a pharmacist, Amjad Aryan has spent his entire life in the pharmacy industry. He graduated in 1995 from the Massachusetts College of
Pharmacy and Health Sciences with a specialty in Retail Pharmacy Management. While attending college in Boston, Aryan worked at CVS,
a large US pharmacy chain, where he continued until 1997. In 1999, he and his family acquired and then further expanded a small pharmacy
chain in Miami. They renamed the chain from Robert’s Drug Store to Pharmacy 1. Returning to the Middle East in 2001, Aryan set up the first
Pharmacy 1 store in Jordan. He is a board member at Jordan University of Science and Technology’s College of Pharmacy and is a member of the
Young Presidents’ Organization Jordan chapter. He is board-certified from both Massachusetts and Florida.
What was the source of the initial idea, and how did that idea “All of Pharmacy 1 branches are designed in keeping with modern
evolve into a viable high-growth business venture? How did it pharmacy standards. Each store is divided into a prescription area and
change over time? a retail area. Pharmacy 1 outlets are located in both residential and
commercial areas, and they range from 80 to 650 square metres in size.
Section 7 – Executive Cases: Pharmacy 1

Aryan: “Born to a pharmacist father in Palestine, I spent my entire life The smallest branch employs only two pharmacists, while the largest
in the pharmacy business. At 18, I emigrated from Palestine to Boston, branch employs approximately 15.
USA. I was admitted to the Massachusetts College of Pharmacy and
Health Sciences, where I earned a degree in Pharmacy with a specialty “To ensure quality of service and ease of shopping, Pharmacy 1 offers
in Retail Pharmacy Management in 1995. During my education and valet service at branches located in areas with limited parking.
following graduation, I worked my way up from an intern to a manager It operates several of its facilities as 24/7 pharmacies as well as offering
at CVS in Boston. After leaving CVS in 1997, my siblings and I acquired 24/7 free delivery anywhere in Jordan.
a small chain of pharmacies in Miami. However, after observing the
successful business model of CVS and other chains in the US, I easily “Pharmacy 1 is raising the bar for pharmaceutical healthcare in the
recognized a market gap in my home region. region through the following practices:
1. Being experts in the field of pharmaceutical care. Once pharmacists
“At that time, the retail pharmacy sector in Jordan was characterized join Pharmacy 1, they go through extensive induction training. This
by poor quality of service, low-level technology and inconsistent training includes several important topics needed to execute their
management among pharmacies. Seeing opportunity despite these jobs with the highest degrees of professionalism and excellence,
challenges, I opened the first Pharmacy 1 in 2001 in Amman. I went such as:
back and forth to the US until fully relocating to Jordan with my family • Pharmacology
in 2004. With emphases on customer service and easily accessible • Customer care
products, Pharmacy 1 was an immediate success, and the business • Effective counselling
began to expand rapidly.” • Communication skills
Our pharmacists are continuously updated with the latest scientific
What was the initial growth vision or aspiration of the founding knowledge through the continuous education programme.
team? Was there a sizeable change in this growth vision or Pharmacists are required to pass a specific number of credit hours
aspiration over time? If a change, please describe. of training each year.
2. State-of-the-art prescription processing using PH1 system.
Aryan: “Jordan as well as the entire region is changing very rapidly. Pharmacy 1 is equipped with software that stores patient
Jordan of 2001 was totally different from Jordan of 2010. Consumer pharmaceutical history and permits easy and fast retrieval of patient
behaviour, spending habits, quality of service and size all changed and information in any branch of Pharmacy 1.This software runs 14
influenced our initial growth and vision. checks and performs the following actions:
• Lists important precautions, such as duplication of therapy, food
“The original plan was to open 10 pharmacies in Jordan. Today, we have warning and patient drug allergies
47 outlets and plan to open 13 new branches by the end of 2011. In • Identifies potential drug-drug and drug-disease interactions
Saudi Arabia, we were initially aiming for a gradual growth: open one • Prints a patient leaflet explaining how to use the medication,
outlet, then add one more, and so on. Our plans now are to roll out five proper storage conditions, most common side effects and
new outlets by the end of this year and 50 outlets in 2011.” contraindications; this leaflet can be printed in both English
and Arabic
Describe the strategy or business model that enabled • Provides separate yellow warning stickers advising the patient
your company to achieve its high rate of growth. to take the medication with food, on an empty stomach or any
other compliance recommendations
Aryan: “I started with a single pharmacy in 2001. Since then, the busi- • Bills the patient’s insurance company directly, saving the patient
ness has grown to become Jordan’s first retail pharmacy chain, with 47 both time and money
branches employing more than 400 people. With a modern logistical • Reminds patients to refill their monthly prescription
network, customer-friendly stores and a wide range of products dealing 3. Patient counselling service. All of our pharmacists possess
in all manners of customer health, Pharmacy 1 strives to become the scientific knowledge and are professionally trained on patient
largest pharmacy chain of the Middle East and North Africa. counselling, a private service that is provided to our customers
at no cost. Patients may take advantage of our private counselling 3. Returning talents: whether individuals who have studied abroad and
services by: returned to their country or who are simply frequent travellers, they
• Meeting with any of our well-trained pharmacists in the pharmacy are all accustomed to the established concept of chain pharmacies.
• Calling our toll-free phone number at 080022922 Jordan was terribly lacking in this domain, and, with Pharmacy 1,
• E-mailing info@pharmacy-1.com their needs were finally met as we created big business
• Making an appointment with our drug experts opportunities, a large customer base and loyal clients.”
4. Educational updates. At Pharmacy 1, we offer special educational
materials that provide both advice and consultations on several Briefly describe the financing of your company and how this
topics, such as proper use of medication, the importance of financing impacted the growth of your company.
vitamins, first-aid tips, etc.
5. Pharmacy 1 training and drug information centre. Guided by our Aryan: “I started Pharmacy 1 with self-financing. In 2001, banks and
profound belief in corporate social responsibility and in accordance investment companies did not view pharmacies as viable business
with our strong sense of purpose and ethical standards, Pharmacy 1 opportunities. Pharmacies were viewed as mom-and-pop shops with
works to respond to the rising needs of society through its different very limited growth potential, which made it impossible to obtain
healthcare initiatives. Pharmacy 1 operates a training and drug financing. The lack of external financing was not a hindrance to the
information centre, the first of its kind in the Middle East. The drug business growth. Other factors such as regulatory restrictions held
information centre (DIC) provides free, unbiased medical and us back and postponed the planned growth, resulting in pharmacies
pharmaceutical information to consumers and healthcare providers. financing themselves. This situation continued until Pharmacy 1 became
The DIC offers consultation services to answer any query on disease a known brand that financial institutions acknowledged and extended
state, medications used to treat these disease states and any their services to. These facilities boosted the growth through year
necessary lifestyle modifications. Customers can benefit from our 2006 and beyond.”
services either by visiting, calling (toll-free in Jordan), faxing or
e-mailing the centre. What were the major challenges your company had to handle in
6. Accessibility. 47 branches covering Jordan that are open 24/7, and its high-growth years, and how were they managed?
provide free delivery to anywhere in Jordan.”
Aryan: “Starting out, my biggest challenges were:
What were the major growth accelerators for your company 1. Laws and regulations: the law allowing for the existence of chain
in its high-growth years? pharmacies was there. However, it lacked implementation. It was up
to Pharmacy 1 to bring it to action and implementation. That, as we
Aryan: all know, is always a big challenge.
1. “Having the right team members who shared with me the same 2. The human element: in a country swamped by huge talents, the
vision – the solid unwavering belief in what we can achieve. There lack of appreciation and understanding of the role of a retail
was never a moment of doubt or a ‘whether we can do it’ mindset. pharmacist makes it very challenging to attract these talents. That,
It was ‘when can we do it’ and trying to prioritize what to do first. coupled with the relatively high employee turnover, represents a
Our growth rate exceeded even our own very ambitious big challenge. Because Pharmacy 1 invests in a lengthy training
expectations. The culture of determination to succeed and for all employees, finding employee replacements is a time-consuming
entrepreneurial leadership that cascaded to each team member – affair. To overcome that, we built several simulation pharmacies in
making all of them feel like owners of the business and true the local schools of pharmacies, including: Jordan University of
stakeholders – played an essential role in growth. Simply put, it was Science and Technology, Isra University, and Zitouna University.
their own baby, and solid growth was the only focus and obsession. This has helped with reaching developing talents and has acted as
2. Market gap: retail pharmacy business in Jordan was an underserved a recruitment centre for these talents.
area. Professionalism, availability of products, customer service and 3. Besides the above, maintaining our success and keeping up with
convenience were previously unheard of and became much people’s expectations are ongoing challenges that need to be
sought-after. addressed continuously. Our business is dynamic, and we need to
stay abreast of what happens around us and always look for ways to
better serve our customers.”
Give examples of dark moments or negative periods that your What are the key lessons about entrepreneurship
company or you faced as part of your journey as an executive and successful growth strategies you’ve taken from
with this company. your company experience?
Section 7 – Executive Cases: Pharmacy 1

Aryan: “The first three years were very hard. Naysayers were all over the Aryan: “I do not believe there is a custom-tailored formula for each
place, and negative remarks were an everyday occurrence. industry out there. My belief is that whatever line of business you
are in, what it takes is to just do it. Don’t sit around waiting for
“The law of chain retail pharmacy was there but not activated nor somebody to give something. Take charge of your life and take full
implemented. That burden fell on Pharmacy 1 to activate that law accountability of your future. Believe in yourself and always listen to
and set the precedent. Going against the flow and facing set-in-stone your inner voice pushing you forward. The talents we have in Jordan
mindsets caused probably some of the darkest times. There were times are incredible and can achieve so much in a very professional way.
when people around me did not only doubt the success of the Believe you can, and you will.” 
business but fought it, wholeheartedly driven by the fear of change.
Some of these people were influential in our business, such as suppliers. Prepared by George Foster, Ning Jia and Endeavor’s Center for High Impact Entrepreneurship,
15 November 2010
We had to purchase products from them and conduct business,
PHARMACY 1 PHARMACY 1
REVENUE HEADCOUNT
IN MILLIONS (US$ M)
$ 30 500
$ 27 450
$ 24 400
$ 21 350
$ 18 300
$ 15 250
$ 12 200
$9 150
$6 100
$3 50
$0 0
2005 2006 2007 2008 2009 2010 2005 2006 2007 2008 2009 2010
and we needed them to extend customary credit terms. Today,

these same people now shop in our outlets regularly and swear by
our business model.”
PHARMACY 1
Acquires Robert’s Opens second Opens first Undergoes Endeavor Jordan Pharmacy 1 branches
Drug Store in Jordan branch branch outside regional selects Pharmacy 1 and corporate offices
Miami, Florida, Amman in expansion in as an entrepreneurial become fully ISO
USA Aqaba Saudi Arabia company certified
JUL APR JUL OCT

1995 1999 2003 2005 2006 2008 2009
2001 2006 2010 2010
Aryan family Pharmacy 1 Opens two Expands at Revenues PE & IB solicits Reaches 350 Wins Jordan 25
founds Pharmacy Jordan opens more branches full throttle: exceed double Pharmacy 1 to employees from Fastest Growing
1 in the US first branch 11 branches digits: US$ join forces (offer 64 in 2005 Company in
in one year 9.5-15.9M not taken) AllWorld 500
Refinancia | Colombia
REFINANCIA REFINANCIA
Overview :
REVENUE HEADCOUNT
Launched in December 2005, Refinancia has its roots in a business plan concept
MILLIONS (US$ M)
developed by Kenneth Mendiwelson while he was a MBA student at Harvard

$ 12 600
Business School from 2000 to 2002. Refinancia purchases and services consumer
$ 10 500
and mortgage Non Performing Loans (NPLs). The company uses proprietary
databases and modelling experience to assess loan quality, probability of recovery,
$ 8 400
costs and risks with portfolios of NPLs that it can purchase. Finance pools to
$ 6 300
invest in the NPLs are packaged by Refinancia and offered to sophisticated

$ 4 200
investors. Refinancia assumes and manages the relationship with each individual
whose loan has been labelled NPL. A key differentiator is the humane way people
$ 2 100
with financial difficulties are engaged by Refinancia. The aim is to change the
conversation from one about ‘defaulted loans’ to one which centres on ‘specialized
$ 0 0
2005 2006 2007 2008 2009 2010 2005 2006 2007 2008 2009 2010
credit products for special clients’. Refinancia’s initial focus was on NPLs in
Colombia. In August 2010, it opened operations in Peru. In 2008, the founders were
selected as Endeavor entrepreneurs by the Endeavor non-profit organization.
REFINANCIA
First two NPL Lehman Brothers Key funder (Lehman Redesigns Competitive Columbian regulators
portfolios bought leads funding US$ Bros.) collapse – operational pressure – new approve proprietary
from local banks 60M for NPL temporary cash structure players aggressively private equity fund
for US$ 4M purchase pool shortage enter market for NPL products
DEC MAR DEC JUN AUG SEP JAN MAR AUG OCT
Q3-Q4 AUG OCT
2005 2006 2006 2007 2008 2008 2009 2009 2009 1996
2010 2010 2010
Refinancia SA International Selected as Alliance with funding Begins building Open first
founded by private equity firm Endeavor partners (Global in-house international
Mendiwelson purchases entrepreneurial Securities) – raises credit analytics operation in Peru
minority share company US$ 30M capabilities
Quotations from:
Kenneth Mendiwelson is a specialist in the financial arena. After obtaining his BA in Business Administration and Financial Law at Los Andes
University in Bogotá, he worked in corporate financial positions in Scotland, Colombia, and the US. He enrolled at Harvard Business School (HBS)
in the fall of 2000, and went on to develop an ambitious business plan for his thesis that would later become the founding concept of Refinancia
Post HBS, he first worked as a consultant for McKinsey & Company, focusing on the financial services sector in the Andean region of Latin America.
He moved back to Colombia in 2004 and saw that he could have higher impact on the nascent NPL market in Colombia if he struck out on his
own. Mendiwelson took the plunge and launched Refinancia in December 2005.
What was the source of the initial idea, and how did that idea (NPLs) in Latin America and eventually wrote a business plan with a friend
evolve into a viable high-growth business venture? How did it from school. The interest came from my original background as an executive
change over time? in new product development in the financial industry. With our business plan,
we understood that this industry had evolved in developed markets and
Mendiwelson: “While doing my MBA at Harvard Business School, had some relevant players. However, it was still nascent at emerging
I researched the idea of buying and managing Non-Performing Loans markets. Colombia, in particular, had lived through an important financial
crisis that generated a substantial inventory of NPLs. However, when I What were the major growth accelerators for your company
finished school I thought the banks were not ready to sell. Thus, I went in its high-growth years?
to work at McKinsey & Co., especially focusing on financial services and
risk engagements for regional banks in Latin America. A couple of years Mendiwelson: “Our aspiration has always been to be recognized as a
Section 7 – Executive Cases: Refinancia

later it became evident that some banks were considering selling their world-class business case. This simple idea has permitted us to make
NPL inventory in Colombia. That is when it became noticeable that this decisions that are somewhat advanced for the entrepreneurial stage
was a viable business venture and I decided to start Refinancia S.A. we are at. Making these decisions slightly before they were required
We became the local ‘pioneers’ as buyers of bad debt in Colombia, and has been an important accelerator in the sophistication level that allows
banks in general started to follow a trend of selling NPL portfolios recurrently. for our differentiation. In emerging markets, sophistication is something
difficult to achieve and replicate. I believe that this sophistication is
“As time passed we became very focused in developing very strong especially driven by the talent that is recruited and retained within our
loan servicing company based on analytical capabilities that allowed for team, as well as by the deeply thought out processes that we are able
adequate predictions of credit behaviour and product development.” to construct and execute on.”
What was the initial growth vision or aspiration of the founding Briefly describe the financing of your company and how this
team? Was there a sizeable change in this growth vision or financing impacted the growth of your company.
Mendiwelson: “Financing is core to our business and to our growth.
Mendiwelson: “Originally, we were seeking to be the leader in the We originally started our effort through friends and family finance,
Andean region – especially Colombia and Peru – in the business of but quickly designed financing mechanisms that were scalable, such
offering financial solutions to individuals with bad credit history. This is as building special purpose vehicles that allowed for sophisticated
still the key focus, but we have understood that our business is also financiers to share upside of each of the projects and portfolios that we
about offering alternative investment products to institutional and private originated. As these initial projects were successful, additional finance
wealth investors seeking attractive returns – it is through this funding from overseas and institutional investors started to come in, providing
that we are able to buy and originate assets (debt portfolios) for us to the basis for aggressive growth.
manage and service. Therefore, an important change in our focus has
been in developing the right channels to access the required funding. “Bank lending has also been critical to our growth as some of our portfolios
Additionally, we have understood that our business is replicable outside were structured via project finance with local banking institutions.
of the Andean region, expanding our potential to other geographic markets.”
“Currently, we are working on going directly to the capital markets to
Describe the strategy or business model that enabled fund our growth, making sure that we are able to be held accountable to
your company to achieve its high rate of growth. the way we are marketing our capabilities to investors.
Mendiwelson: “We have focused on building world-class capabilities “We have made sure that our payment behaviour goes unquestioned
in four elements: and is always reliable. Managing our reputation with our financial partners
1. Access to top executives at banks with high level relationships is critical and is what allows for them to be willing to accompany us in
2. Top-notch analytical capabilities (statistics and portfolio analysis) for new portfolios and new avenues of growth.”
adequate pricing and product development
3. Reliable funding partners What were the major challenges your company had to handle in
4. Best-in-class sales force (collections group) that differentiate our its high- growth years, and how were they managed?
servicing capabilities.
Mendiwelson:
For each of these four elements, we have made important adjustments 1. “Talent: Recruiting and managing world-class talent and allowing it
over time ensuring that all are at the adequate sophistication level. As growth to flourish require an important effort by a founding CEO. There is
has been achieved and cash flow allows it, we have made sure that we bring a balance that needs to be in place to provide direction and execute
on-board the right management team members that add the right experience through the team, while choosing the right initiatives to be involved
and reputation. We have been aggressive in pursuing sophistication in a in with a hands-on approach.
market that is traditionally very basic. This has allowed us to redefine the 2. Cash commitments: Committing to important recurring cash out
playing field and achieve adequate differentiation from our competition.” flows destined to build the right capabilities and creating new
income models without having complete certainty of how future
revenue stream will evolve is an important challenge. Management that they are willing to offer to the market. This can cause contagion that
needs to be prepared to take important controlled risks and bets can, in turn affect the business model, as it has been conceived. This
that assume that current expensive capabilities can build and sustain is frustrating because a business opportunity that has been difficult to
the expected income stream for the future. build can be deteriorated by the short-term irrationality of competitors
3. Operational capabilities: As growth takes place, the operational that will not survive at these price levels.
structure is stretched to new levels. This creates stress in the
organization and requires management to re-think and re-vamp “In terms of regulatory initiatives, we have been exposed to changes in
many of the original operating procedures in order to take them the laws that affect our business model. Access to credit has so much
to new standards. This involves new technology, new organizational impact in the way people live, thus it is exposed to populist regulation.
structure, new procedures and new control mechanisms, among It is difficult to control the outcome of regulation, notwithstanding the
others. Implementing each one of these novelties is challenging, and efforts that we make as an industry. Having sudden changes is frustrating,
in many cases, frustrating for the original team. as important adjustments need to be made to our business model, and
4. Reputation management: As the company becomes successful and sometimes this regulation does not benefit the market as a whole.
grows, greater recognition in the business community is achieved.
Managing our reputation needs to be thought out and a careful “Although we seek to be active in both of these fronts, having
approach is a must, as our credibility is a critical element in the limited influence and control over how these elements evolve
REFINANCIA REFINANCIA
REVENUE HEADCOUNT
MILLIONS (US$ M)
$ 12 600
$ 10 500
$ 8 400
$ 6 300
$ 4 200
$ 2 100
$ 0 0
2005 2006 2007 2008 2009 2010 2005 2006 2007 2008 2009 2010
continuity of our business. Thus, living up to the required standard is bring uncertainty and anxiety.”
more challenging as growth is achieved.”
Give examples of dark moments or negative periods that your growth strategies you’ve taken from your company experience?
REFINANCIA
with this company. TIME-LINE / KEY EVENTS
Mendiwelson:
1. “Sophistication is expensive but pays back.
Lehmanspecific
First two NPLit is hard to identify
Mendiwelson: “Fortunately, Brothersdark moments 2. Having Redesigns
Key funder (Lehman the aspiration to beCompetitive Columbian
world class breaks many regulators
barriers and
portfolios bought leads funding US$ Bros.) collapse – operational pressure – new approve proprietary
throughout this journey. Of banks
from local course, there are
60Mconstant
for NPL challenges, but all
temporary allows us
cash to think big.
structure players aggressively private equity fund
for US$ 4M purchase pool shortage enter market for NPL products
contribute to the exhilarating feeling resulting from building something 3. Top talent adds exponentially, but make sure that they have their
thatDEC
is relevant and
MAR that has potential
DEC for JUN
high-impact. The
AUG most frustrating
SEP JAN space to shine and
MAR AUG that they come in AUG
OCT
Q3-Q4 at the right
OCT time.
2005 2006 2006 2007 2008 2008 2009 2009 2009 1996
2010 2010 2010
elements that can bring ‘darkness’ to the picture involve competitors 4. Including reality checks in management routines is a must,
and regulatory
Refinancia initiatives
SA that affect our business. For example,
International Selectedon
as especially
Alliance related to
with funding cashbuilding
Begins availability. It isOpen
all about
first execution and
founded by private equity firm Endeavor partners (Global in-house international
competition, we have found that
Mendiwelson as our business has been
purchases recognized,
entrepreneurial control – the
Securities) – raises devil is in the details.”
credit analytics  operation in Peru
minority
other players have come into the share
market. company
We believe that in some US$ 30M capabilities
cases, the behaviour of competitors is irrational, in terms of the prices Prepared by George Foster, Antonio Davila, Endeavor Center for High Impact
Entrepreneurship, 22 November 2010
ResMed | Australia & US
RESMED RESMED
REVENUE # O F S L E E P D I S O R D E R B R E AT H I N G ( S D B)
P U B L I C AT I O N S I N M E D I C I A L J O U R N A L S
Overview : MILLIONS (US$ M)
$ 140 840
ResMed is a medical devices company focused on the treatment of sleep disordered

$ 120 720
breathing and obstructive sleep apnea (SDB/OSA). It is currently co-headquartered

in Sydney, Australia, and San Diego, California. ResMed’s roots can be traced to
$ 100 600
Section 7 – Executive Cases: ResMed

research conducted by Colin Sullivan and his colleagues at the University of Sydney.
$ 80 480
This research led to Sullivan publishing the breakthrough invention of continuous

$ 60 360
positive airway pressure (CPAP) for the treatment of OSA in 1981. The paper reported
$ 40 240
the successful treatment of five patients with frequent sleep interruptions who
experienced normal sleep behaviour by having continuous air pressure in their nostrils
$ 20 120
during sleep. Commercial products first appeared on the market in the mid-1980s.
$ 0
1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000
0
1976 1979 1982 1985 1988 1991 1994 1997 2000 2003 2006 2009
ResMed started as a standalone company in 1989, after a multinational (Baxter

Healthcare) lost interest in this area only three years after Peter Farrell, the founder
of ResMed had negotiated Baxter’s purchase of key patents from Colin Sullivan.
RESMED
Farrell negotiates for ResMed unwinds Joint headquarters Acquisition of MAP,

Baxter Healthcare to agreement with model with Sydney leading German SDB
buy Sullivan patents Medtronics and San Diego company
1981 1986 1989 1992 1995 1996 1999 2000
Sullivan Farrell negotiates ResMed lists on ResMed acquires ResMed lists on

publishes article buyout from Baxter; NASDAQ German & French NYSE and cross lists
on OSA Releases APDI distributors on ASX
product
Quotations from:
Peter Farrell, the founder and a key driving force in ResMed from its outset, is a respected businessman and academic. He holds engineering
degrees from the University of Sydney, Massachusetts Institute of Technology, and the University of Washington. From July 1984 to June 1989,
Farrell served as vice-president of Baxter International and managing director of Baxter Center for Medical Research at the University of New South
Wales. During ResMed’s first decade, he received multiple recognitions, including 1994 National Engineer of the Year from the Australian Institution
of Engineers, and Ernst & Young San Diego Entrepreneur of the Year.
Chris Roberts joined ResMed as executive vice-president in 1992. In 2004, he was appointed chief executive officer and president of Cochlear
Ltd, another successful medical devices company started in Australia that is now a leading global player.
Charles Barnes worked as ResMed’s chief of information services from the outset and is the author of “ResMed Origins,” a 64-page overview of
ResMed’s establishment and growth.
John Dyson was an early investor in ResMed and is a leading venture capital investor based in Melbourne, Australia. He is a co-founder of Starfish
Ventures, where he is an investment principal. Previously, he was general manager of JAFCO Investment (Asia Pacific).
What was the source of the initial idea, and how did that idea Roberts: “Switch from a distributor model to a company-controlled
evolve into a viable high-growth business venture? How did it model in key markets. This was primarily strategy driven. A distributor
change over time? has immediate short-run revenue and profit needs. He wants to
maximize margins now. That’s a different animal from a manufacturer
Farrell: “The initial idea came from the inventor, Colin Sullivan, who had who needs to build awareness in major markets. ResMed relies on
a Rube Golberg prototype that looked awful and sounded like a freight relationships with ‘opinion makers’, such as physicians and sleep
train. Colin showed me a video of a huge guy, a sort of Sumo wrestler- lab clinicians. Since those relationships were fundamental to our
like fellow, who was asleep. He made a terrible snoring sound and then success, we wanted to control that ourselves rather than be dependent
suddenly he stopped. His blood pressure dropped by 50%, his heart on a distributor.”
rate went down and his lips went blue. Then he started breathing again
and his blood pressure doubled and heart rate doubled. This happened Dyson: “Adaptability and learning. Over time, ResMed understood the
many, many times during the night. Next, a technician put a ‘Darth need to tweak the business model. This was especially evident with
Vader’ looking mask that normalized his sleeping. The patient told me, the development of the consumable mask business, which ResMed was
‘Why do I put up with the incredible inconvenience with the mask? able to dominate and, in turn, generate huge returns via its horizontal
It saved my life, it saved my marriage and it saved my job’. Right away, integration of this business. ResMed very much adopted a rapid
I compared the 2% prevalence of SDB to the 0.2% prevalence of kidney readjustment ‘fail fast’ approach. This is well illustrated by its rapid
disease – which was several hundreds of millions of dollars of revenue unwinding of the failed strategy to enter the US market in 1990 and
for Baxter. On behalf of Baxter, we made an investment immediately, 1991 with Medtronics as its exclusive distributor.”
including buying the patents outright from Colin.”
What was the initial growth vision or aspiration of the founding in its high-growth years?
or aspiration over time? If a change, please describe. Farrell:
1. “Innovative product development. We were great innovators in
Farrell: “We were early into a potentially big market and the market providing the right product offerings to address the unmet clinical
needs have only grown. Research over time has documented an even needs associated with SDB. Major product features given high
larger market need than we initially thought. Based on peer-reviewed priority included ease-of-use, low noise, comfort, and efficacy.
publications, the clinical need to treat SDB has become clearer and 2. Invest resources in building market awareness of the importance of
clearer. SDB effects up to 30% of all adults and we have barely SDB as a significant and manageable medical problem. We spent
penetrated 10% of this market. And the good news is that treatment a lot of time educating the market to lift the veil of ignorance.”
with nasal CPAP treats the hypertension associated with untreated
SDB, but also positively impacts associated co-morbidities.” Roberts: “Use of the distributor model in the early years in some key
markets. ResMed could never have become a global player so quickly
Describe the strategy or business model that enabled without relying on the distributor model. Working with established and
your company to achieve its high rate of growth. trusted distributors in multiple countries gave ResMed immediate
access to new markets and tested the waters for the company without
Farrell: the need for deep financial and human resource investment.”
1. “Position the company in a large, addressable market. We were
early into a big market and continued to be a major player by being Dyson:
both entrepreneurial and innovative. We kept ahead of the innovation 1. “Peter Farrell as an entrepreneur and CEO. We were initially
curve by developing products that served the market’s needs better attracted to ResMed because of Peter Farrell’s passion for the
than our competitors. company, its underlying technology and most importantly, its market
2. Be opportunistic. We seized opportunities, such as acquiring positioning. Peter is hugely competitive and his competitive instincts
distribution rights from our German and French distributors.” shone through from our first meeting where it was apparent to us
that he would be willing to do whatever it took to make the
company a winner. Farrell was also willing to try different things. If
one strategy or marketing access plan did not work, he would try
something else until he got it right. I have seen many entrepreneurs What were the major challenges your company had to handle in
continue to push a failing strategy, rather than accepting its its high-growth years and how were they managed?
deficiency and trying to find an alternative winning strategy.
2. Importance of attracting and retaining a high calibre senior Farrell:
management team, such as Chris Roberts, Walter Flicker, and 1. “Building awareness. ResMed’s biggest competitor is ignorance.
Section 7 – Executive Cases: ResMed

Adrian Smith, ensured that there was a consistent vision and There’s a huge amount of under-diagnosis, through physical
execution ability. The strength in the management team also allowed ignorance of SDB and its consequences. We now know that
Farrell to focus on what he was great at – being an inspirational about 50% of hypertension patients and about 70% of stroke and
leader and ‘promoter’ of the company and sleep medicine – leaving CHF patients have SDB. By treating their SDB we can prevent
the strategy execution to his team.” massive morbidity and a bucket-load of early exits from life’s
freeway. It’s truly time to wake up to untreated SDB as a major
Briefly describe the financing of your company and how this public health hazard. This is a marathon in building market
financing impacted the growth of your company. awareness and we’re just lacing our shoes. In the early years, the
level of research on SDB and number of researchers was relatively
Farrell: “We had two angel investor rounds, about 18 months apart, small compared to today.
and then we went public with a valuation in June 1995 of US$ 85 2. Managing explosive growth while both maintaining quality and
million. The first pre-money value was US$ 0.5 million, which went to continuing to build an entrepreneurial culture.”
US$ 5 million and then US$ 10 million before the IPO. Medtronic also
invested US$ 1 million in 1990, when the valuation was US$ 5 million, Dyson:
and we bought them out when the valuation was US$10 million, “Overcoming cynicism and lack of awareness about SDB. During the
18 months later.” early years, ResMed had to counter a reasonable level of cynicism
regarding sleep disorders and whether it was really a disease. There
Barnes: “In 1989, Farrell was able to convince angel investors to is no doubt in my mind that Peter’s passion for sleep medicine and
become shareholders. In total, AU$ 1.2 million was raised. For an initial his ability to communicate the health consequences assisted not only
cash outlay of AU$ 558,000, ResMed acquired the assets relating to ResMed but the development of sleep disorders being acknowledged
sleep apnea treatment held by Baxter Healthcare. In 1989, the federal worldwide as a medical disease. Peter, with the great support of Colin
government of Australia provided an R&D grant for AU$ 150,000, Sullivan, was able to attract an impressive medical advisory board,
followed by an International Business Grant of AU$ 110,000. An which gave the company huge credibility.”
Australian Government National Procurement Development Grant of
AU$ 489,000 made it possible to retire a US$ 500,000 loan in 1991.” Give examples of dark moments or negative periods that your
Dyson: “ResMed is one of the few companies that we have invested with this company.
in who actually out-performed their initial business case in the short,
medium and long term – a remarkable effort. Peter was able to Farrell:
assemble a group of investors, who, like himself, shared his vision for 1. “Baxter’s lack of commitment to the SDB/OSA market opportunity
the company and were extremely loyal in providing ongoing support to after its purchase of the Sullivan patents in 1996. I became
the company. Peter was fantastic at managing the investor base and increasingly disillusioned with Baxter placing such low priority on this
focused very much on establishing a partnership with the investors, opportunity. The good news was this provided the window to
rather than just a normal investor relationship.” successfully negotiate the buyout that led to ResMed becoming an
independent new company.
2. Medtronic’s failure to deliver on its 1990 marketing proposals in the
US market. In return for a US$ 1 million investment, they received
exclusive distributor rights in the US. However, Medtronics was ‘all
talk, little deliverables’. In 1992, we negotiated to buy back the
investment from Medtronics.
3. One dark moment occurred in April 2007, when we undertook a What are the key lessons about entrepreneurship and
voluntary recall of 300,000 CPAP devices which cost us US $65 successful growth strategies you’ve taken from the ResMed
million. We did it because we didn’t think the devices met our company experience?
quality standards.
4. A serious negative period occurred when our major competitor Farrell:
suddenly slashed prices by up to 20% and our growth in revenues 1. “Entrepreneurship is much less about risk and more about seizing
went from approximately 25% to approximately 10%. It took time to opportunities with a sense of urgency. Never, ever, ever be
develop a counter strategy and recover growth. complacent. Always maintain a sense of urgency.
5. The time and dollars spent on litigation with our major competitor 2. Successful growth strategies depend upon innovation and
over an entire decade (see Barnes’s description below). I prefer to execution. And innovation only occurs when someone writes a
look at intellectual property (IP) as more of a defensive than an check – only the marketplace determines if a company innovates.
offensive weapon. As an offensive weapon, it may be effective but And without execution, there is no business, just ideas and concepts.
you need to understand who is on the receiving end. If they are likely 3. Have a high tolerance for bad news when building any business.
to resist it can be a long expensive haul.” 4. No one person is as good as all of us. ResMed has a fairly flat
structure where we let the presidents of various regions run their

RESMED RESMED

REVENUE # O F S L E E P D I S O R D E R B R E AT H I N G ( S D B)
MILLIONS (US$ M) P U B L I C AT I O N S I N M E D I C I A L J O U R N A L S
$ 140 840

$ 120 720

$ 100 600

$ 80 480

$ 60 360

$ 40 240

$ 20 120

$ 0 0
1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 1976 1979 1982 1985 1988 1991 1994 1997 2000 2003 2006 2009

Barnes: “Continued litigation with Respironics from 1993 to 2003. business within the confines of an agreed-upon strategy.
Respironics and ResMed in 1993 explored a merger of the two companies. 5. The key to managing is communication, keeping everyone
Continuously for nine months teams of six or more people from in the loop and having issues very visible so you can do
Respironics’ finance and technical departments came and went, taking something about them.” 
RESMED
notes, copying documents, examining patent applications. In late 1994,
TIME-LINE / KEY
a few hours before signing the proposed agreement for a merger, EVENTS
Respironics withdrew. There followed complex litigation in two countries.

Farrell negotiates
The legal actions between ResMedcontinued
for and ResMed
Respironics unwinds indecisively Joint headquarters Acquisition of MAP,
Baxter Healthcare to agreement with model with Sydney leading German SDB
until September 2003, whenpatents
buy Sullivan both parties settled all patent infringement
Medtronics and San Diego company
lawsuits pending between them.”
1981 1986 1989 1992 1995 1996 1999 2000
Sullivan Farrell negotiates ResMed lists on ResMed acquires ResMed lists on

publishes article buyout from Baxter; NASDAQ German & French NYSE and cross lists
on OSA Releases APDI distributors on ASX
product
SCRIBD GROUP SCRIBD GROUP
Scribd Group | US
TOTAL MONTHLY UPLOADS L I B R A RY S I Z E ( A R T I C L E S )
(MILLIONS)
700,000 175
Overview :
600,000 150
Scribd was founded by Trip Adler, Tikhon Bernstam, and Jared Friedman in March
500,000 125
2007. Adler, then an undergraduate at Harvard, attributed the initial idea to a
Section 7 – Executive Cases: Scribd Group

400,000 100
conversation he had with his father (John Adler), a Stanford professor. During that
300,000 75
conversation, his father described the difficulties of academic publishing. Trip
teamed up with Bernstam and Friedman and in the summer of 2006 attended the
200,000 50
“Y Combinator” in Cambridge, Massachusetts. Y Combinator is a seed stage fund

100,000 25
that assists young entrepreneurs with ideas. Scribd enables individuals to instantly
0 0
2007 2007 2007 2008 2008 2008 2008 2009 2009 2009 2009 2010 2010 2010 2007 2007 2007 2008 2008 2008 2008 2009 2009 2009 2009 2010 2010 2010
upload and transform files into a web document that search engines can find.
JUN SEP DEC MAR JUN SEP DEC MAR JUN SEP DEC MAR JUN SEP JUN SEP DEC MAR JUN SEP DEC MAR JUN SEP DEC MAR JUN SEP
Initially called the “YouTube of digital publishing,” it has broadened its focus and
describes itself as “the world’s largest social reading and publishing company”.
SCRIBD GROUP
Founded in San Launches Counts 50M Signs Simon & Releases Branded
Francisco, CA iPaper plan readers Schuster Reader to news
organizations
SUMMER MAR JUN FEB DEC FEB MAY JUN AUG OCT
2006 2007 2007 2008 2008 2009 2009 2009 2009 2009
Adler, Bernstam, and Raises US$ 3.5M Raises US$ 9M Launches online Named one of “Fifty Adds Social
Friedman attend Series A from Series B with book market Best Tech Startups” Networking
Y Combinator, Redpoint Ventures Charles River by Business Week
Cambridge, MA leading
Quotations from:
Trip Adler first started exploring the ideas underlying Scribd while he was a student in biophysics at Harvard University. Raised in Silicon Valley,
he returned to the San Francisco Bay area to start Scribd in March 2007. In 2010, the World Economic Forum named him a Tech Pioneer.
Geoff Yang is a founding partner of Redpoint Ventures. He was previously a general partner at IVP. He is a graduate of Princeton University and
Stanford Graduate School of Business. He emphasizes investments in consumer media and infrastructure.
What was the source of the initial idea, and how did that idea ambitious goals. At this point, I’ve come to believe that building a
evolve into a viable high-growth business venture? How did it Fortune 500 company is mostly dependent on your own ability to
change over time? execute well and to creatively reinvent your company on a regular
basis, and not much else.”
Adler: “The initial idea came out of a conversation with my dad, who’s
a neurosurgeon at Stanford. He was telling me about how long it takes Describe the strategy or business model that enabled
to get a medical paper published, and this inspired the idea to build a your company to achieve its high rate of growth.
website that would allow any academic to publish their research online,
and let the community decide which papers were of the highest quality. Adler: “Scribd makes it easy for anyone to upload any kind of document
The idea then evolved into supporting publishing of any material, and – such as a PDF, Word Doc or PowerPoint – to the web. We display
then turning the material into web pages with HTML5, and encouraging that content in a web-browser friendly format, which used to be Flash
sharing through the integration of social features. and today is HTML5. At the same time, we help provide distribution for
this content and build an audience. This was, and still is, a free service
“While our company’s vision statement of ‘liberating the written word’ and incredibly easy to do – a tremendous value when you think about
has always remained constant, what changes frequently is how we traditional publishing, which is very labour and cost-intensive.
accomplish this vision. In fact, the most important part of the initial idea
is that it leaves room to pivot. The Internet changes so fast; you need to “The service became popular immediately. We attracted thousands of
be able to pivot constantly in order to stay on top.” uploaders in the first few days after launch. Scribd documents would
show up in search results, get embedded on blogs, and get shared
Yang: “In June 2007, we invested US$ 3.5 million in a Series A in the on social sites like Facebook and Twitter. This viral loop – uploaders to
vision of changing digital publishing. Digital had a huge impact on the readers to uploaders – helped us become one of the top 100 websites
music industry. We believed that digital could fundamentally change on the Internet in a little over three years.”
the publishing business as well. It could change the way people read
content and democratize the notion of publishing. Scribd allows many What were the major growth accelerators for your
people, whether professionals or semi-professionals, to publish often company in its high-growth years?
and without friction. It also changes the economics of the distribution
networks. At the time, Scribd had some real momentum, so it looked Adler: “A few key things we did to accelerate our growth:
like a good company in which to place a bet. The team had good 1. Build a great product. We always believed that if we built a great
vision and represented the new breed of entrepreneurs. Jared had good product for our users, the user base would grow, and revenue
technical skills and vision. Trip had a firmly held marketing and user would follow the users.
experience vision. Tikhon was the sort of guy who could make the trains 2. Creatively reinvent our product. The Internet changes so fast that
run on time.” you need to be continually redesigning and reinventing your product
to keep up with change. We always stayed on top of this curve, and
What was the initial growth vision or aspiration of the founding were never afraid to boldly change our product in significant ways.
team? Was there a sizeable change in this growth vision 3. Hire great engineers. Building a great product and making changes
or aspiration over time? If a change, please describe. quickly requires amazing engineers to make this happen. The
difference between a good and great engineer is enormous, so
Adler: “We were just out of college, or in Jared’s case, still in college, so we worked hard to attract the best talent and create an engineering-
it was exciting to launch a website that got such great traction out of the focused culture.
gate and that was able to attract venture capital. Frankly, all our friends 4. Make our product viral. In our case, this meant mostly designing
thought we were crazy to want to start our own company and not just Scribd so that it would organically grow through SEO, embeds, and
get ‘normal’ jobs like most Harvard grads – so we would have been social optimization. The distribution channels on the web are
happy with not embarrassing ourselves. constantly changing, and if you understand these distribution
channels and put in the work to stay on top of changes, it’s amazing
“But after getting a small taste of success, we realized that building a how much you can grow a website in a short amount of time.”
multi-billion dollar company was actually within reach. Since then, we’ve
continually reset our aspirations, reaching toward larger and more
Yang: “Scribd started out as the YouTube of documents. The initial 2. Executing on a great product. Knowing what you want to build is
growth was due to a combination of search engine optimization and one thing, and actually building it is another. We continually found
users wanting to get their content exposed. A virtuous cycle effect that the best way to build a great product was to have the best
started to operate early where people who wanted to get published engineers working on it, and in particular have engineers who have
Section 7 – Executive Cases: Scribd Group

saw this as a good outlet and people looking for content became product and design sense and didn’t need to be micromanaged.
increasingly confident they could find useful material. The service To keep our product execution standards high, we focused on hiring
enabled people to publish and find online content easily. The combination amazing and product-focused engineers.
of search engine optimization and people having a place to be 3. Driving revenue. There wasn’t a clear business model when we
discovered drove the initial growth. Suddenly, people started uploading started Scribd; this is something we had to figure out after building
millions of documents and readers started coming.” a user base. At times it felt like there were no obvious ways to make
money, but through taking baby steps and experimenting, we were
Briefly describe the financing of your company and how this able to start heading down new revenue paths that ultimately ended
financing impacted the growth of your company. up very successful.”
Adler: “Scribd has raised US$ 14 million in successive seed, angel and Give examples of dark moments negative periods that your
venture rounds. In retrospect, I would say that having this much money company or you faced as part of your journey as an executive
did not help us much, and we probably could have accomplished nearly with this company.
as much with less capital. Our company has always been limited by
engineering output, and engineering output is not something that is Adler: “I think most of the dark moments are self-imposed or inside
easily increased by having more cash. The best way to increase the your head. If you take a longer term perspective on your company, and
output of the engineering team is to hire really great people who are are honest with yourself at all times about what’s working and what’s
dedicated to moving the company forward and finding a few of these not working, then things are always in a similar state. If you have this
people is usually not dependent on having a lot of cash in the bank.” perspective, major problems are only growing pains. There are times
you feel like everything is falling apart, even when things are going well,
Yang: “Necessity is frequently the mother of invention. With tight capital and there are times you believe you are going to be bigger than Google
comes prioritization. It is often possible to accomplish more by having in three years, even when the trends aren’t looking good.
less funding. I thought it was fine in 2007 and 2008 to focus on growing
users. But in 2009, it was important to start focusing on revenues. “One example of a dark moment, when things weren’t going well in an
It forced Scribd to think more about a sustainable business model, objective sense, was the time period before we even started working on
monetization of existing and new services, and critical partnerships. the idea that turned into Scribd. Jared and I were dedicating a year of
We were now turning traffic into a business. In late 2009, there was the our lives to what seemed by most to be silly website ideas that Harvard
extra imperative once the cash balance started to get much lower. kids were too talented to be wasting their time on. Probably the worst
This really helped focus a lot of effort on more quickly building the moment was when we were trying to launch ‘Moobub’, a site that would
revenue streams.” use social dynamics to encourage people to email their friends with ad
recommendations. When I tried to convince all my friends to forward
What were the major challenges your company had to handle in along Moobub emails and not a single person did it, I definitely had
its high-growth years and how were they managed? the feeling that this whole idea of starting a company was a big waste
of time. However, it was this experience with Moobub that trained my
Adler: “Here are a few of the challenges we had to handle: instincts about virality on the web, which I used to grow Scribd into one
1. Figuring out what we wanted to be. The first iteration of Scribd was of the top 100 websites on the Internet in just a couple years.”
enough to get some traction and raise venture capital, but it wasn’t
the ultimate product we needed in order to build a multi-billion dollar
company. We had the challenge of continually reinventing and
iterating on the product to push it to the next level. Often we would
do this in counter-intuitive ways or even in ways that hurt our short-
term metrics, but we stayed focused on the longer term product vision.

What are the key lessons about entrepreneurship and successful experience, which is common among Internet companies, engineering
growth strategies you’ve taken from your company experience? tends to be the most difficult one to do right, and it tends to be the
execution piece that holds you back the most. For this reason, we have
Adler: “To get a company to work, all the pieces need to line up just always dedicated large amounts of resources to engineering, and
right. These pieces can broadly be grouped into two categories: ideas making sure that piece gets done right.”
and execution. Too often, people think building a great company is just
about having great ideas, or just about executing well. But the truth is Yang:
that both need to work perfectly and in harmony. It’s really hard to do 1. “Some of the best entrepreneurs in the online world get things up
both of these and make them line up at the same time, but it has to quickly and iterate after they see what works. Over time, Scribd has
happen to build the next great company. developed their ability to do this.
2. The Scribd twenty-something generation of entrepreneurs is very
“On the ‘ideas’ side of things, it’s all about being consistently creative different from the last generation. The last one was more technical
and being able to reinvent your product and your company. Internet entrepreneurs – very internally focused with engineering back
trends change more quickly every year, and you need to be able to grounds. Many of the new generation are not deeply technical
reinvent your product to keep up with this change and the demands of people. They are more outgoing. They genuinely like to hang out
SCRIBD GROUP SCRIBD GROUP
TOTAL MONTHLY UPLOADS L I B R A RY S I Z E ( A R T I C L E S )

(MILLIONS)
700,000 175
600,000 150
500,000 125
400,000 100
300,000 75
200,000 50
100,000 25
0 0
2007 2007 2007 2008 2008 2008 2008 2009 2009 2009 2009 2010 2010 2010 2007 2007 2007 2008 2008 2008 2008 2009 2009 2009 2009 2010 2010 2010
JUN SEP DEC MAR JUN SEP DEC MAR JUN SEP DEC MAR JUN SEP JUN SEP DEC MAR JUN SEP DEC MAR JUN SEP DEC MAR JUN SEP
users. More traditional business thinkers tend to think that pivoting your with each other. They talk about opportunities when they are
company is a bad sign, because it means that what you were doing drinking coffee. They like to communicate with people using social
wasn’t working. In my opinion, the more you can pivot and the more media tools. There is a lot of fun as well as energy and passion in
rapidly you can pivot, the more it indicates that you’re on top of the this company. They have blended their work lives with their social
SCRIBD GROUP
changes taking place in the world, which is more relevant in the 21st lives in a way prior generations rarely did.” 
century than it has ever been. The hard part is that it’s often TIME-LINE
easier to / KEY EVENTS
come up with a new vision for your company than it is to execute on Prepared by George Foster and Ning Jia, 24 November 2010
that vision. Founded in San Launches Counts 50M Signs Simon & Releases Branded
Francisco, CA iPaper plan readers Schuster Reader to news
organizations
“On the ‘execution’ side of things, all the pieces need to line up.
Engineering,
SUMMER product,
MAR marketing,
JUN business development,
FEB DEC sales, FEB MAY JUN AUG OCT
2006 2007 2007 2008 2008 2009 2009 2009 2009 2009
monetization, fundraising, human resources, etc., need to happen in
parallel, and
Adler, in a wayand
Bernstam, that they Raises
complement each other. Raises
US$ 3.5M From our
US$ 9M Launches online Named one of “Fifty Adds Social
Friedman attend Series A from Series B with book market Best Tech Startups” Networking
Y Combinator, Redpoint Ventures Charles River by Business Week
Cambridge, MA leading
SKYPE S.A. SKYPE S.A.
REVENUE T O TA L R E G I S T E R E D U S E R S
THOUSANDS (US$ K) MILLIONS (M)
$ 800 600
Skype S.A. | Luxembourg

$ 700
500
$ 600
400
Overview
$ 500
:
$ 400 300
In 2003, Niklas Zennström and Janus Friis founded Skype, a voice-over Internet
$ 300
protocol (VoIP) software communications platform. This platform allows consumers 200
Section 7 – Executive Cases: Skype S.A.

and businesses to communicate globally through voice, video and text. The
$ 200
100
leading global provider for international communications, Skype accounted for

$ 100
approximately 12% of the world’s international long-distance calling minutes in

0
2004 2005 2006 2007 2008 2009
0
Q4 Q1
05 06
Q2
06
Q3
06
Q4
06
Q1
07
Q2 Q3
07 07
Q4
07
Q1
08
Q2
08
Q3
08
Q4
08
Q1
09
Q2 Q3 Q4 Q1 Q2
09 09 09* 10* 10*
2009. In September 2005, Skype was acquired by eBay for US$ 2.6 billion plus * Based on Skype S-1 SEC filing using revised Skype methodology
earnouts. eBay sold a 70% stake in Skype to a private investor group that included
Silver Lake Management and Skype’s original founders in November 2009.
SKYPE S.A.
Raises seed funding Raises Series A Releases beta Releases SkypeOut eBay announces Skype files S-1 with
from Howard Hartenbaum funding from product as part of Windows acquisition of Skype SEC in preparation
and Draper Investment investors in US v1.0 product for US$ 2.6B + of US$ 100M IPO
Company and Europe earn-out payments
JUL SEP MAY AUG FEB JUL MAR SEP NOV AUG
2002 2002 2003 2003 2004 2004 2005 2005 2009 2010
Niklas Zennström, Janus Friis, Incorporates in Raises US$ 19M Achieves 1M SkypeOut eBay announces
Howard Hartenbaum and Luxembourg Series B funding from users and 29M registered sale of 70% of Skype
Geoffrey Prentice formulate a investors in US and users for 85M total for US$ 1.9B
business plan Europe downloads
Quotations from:
Niklas Zennström co-founded Skype in 2003. Previously, Zennström had co-founded and managed a series of other technology companies,
including Kazaa, Joost and Joltid. Before becoming an entrepreneur, Zennström was chief executive officer of the European web portal everyday.
com. He began his career at Tele2, a European telecommunications company. Zennström holds Masters degrees in Business and Engineering
Physics/Computer Science from Uppsala University in Sweden. In 2007, he co-founded Zennström Philanthropies, an organization actively
committed to combating climate change, improving the state of the Baltic Sea and encouraging social entrepreneurship. Currently, Zennström is
CEO and Founding Partner of Atomico Ventures, a venture capital fund. He is also a Director Representative for Joltid, Ltd. and MFA Mulder Beheer
BV on the Skype Board.
What was the source of the initial idea, and how did that idea of people around the globe would be interested in this idea. My belief
evolve into a viable high-growth business venture? How did it was that if you could successfully address this basic idea, you probably
change over time? could create a good business out of it. The peer-to-peer technology we
were using meant it would be driven by free referrals/word of mouth.
Zennström: “My co-founder and I have a drive to change the status I was not surprised by the negative reactions of some to our idea. We
quo. If you can do this with something basic, the potential is large and were told multiple times, ‘This will not work’, ‘What will the phone
likely the fun in doing it will be great. One of the painful points all around companies do if you achieve initial successes’? and ‘Internet telephony
the world is the size of the monthly telephone bill. Having people around has been tried before and did not work’. Entrepreneurs have to expect
the world communicate with each other in a clear way for free is a very such negative comments. You need to be the one who believes in the
basic idea. It is also a status-quo changing idea. Hundreds of millions idea if you want to change the status quo.”
What was the initial growth vision or aspiration of the founding a whole new dimension, and people are much more attached to the
team? Was there a sizeable change in this growth vision or service in that way. And it was very, very easy to use. People just down-
aspiration over time? If a change, please describe. loaded it to make a call to their friend – they got this ‘aha’ experience.
And then after that, they would say, ‘Oh, this is great’, and did two
Zennström: “The initial vision was to build a global virtual carrier things – ‘I need to tell my friends and my family to get Skype as well,
network based on software that could provide voice and also instant and I can call them, and I can speak to them for free, and if there’s a
messaging services to people all around the world, essentially enabling benefit for them, there’s a benefit for me’. And that’s really how it was.
them to have free phone calls or phone calls to land lines for the fee of Obviously, people have a need to communicate, and they were being
a local call. We also wanted to make it available on mobile phones by taxed to make calls to each other – the longer the time they speak to
using PDAs and Wi-Fi networks. So that was the original vision. Then each other, the longer the distance between them, the more they pay,
we realized that the first part of it – providing voice-over IP on computers and that’s been inhibiting people around the world from speaking to
– was big enough to be a huge market. So the whole mobile thing, each other. That was probably the most important effect for people who
although it was part of the future strategy, was not critical for the initial have friends and family overseas.”
big success of the company.”
Describe the strategy or business model that enabled financing impacted the growth of your company.
Zennström: “It was a big challenge. We decided to start the company
Zennström: “The business model from the early days is the same as it in the summer of 2002. We started to speak to some VCs in Stockholm.
is today pretty much. The idea was that if you could combine software We also had one in the US – Bill Draper – who said, ‘I would be
that people can use to make free phone calls, because this is peer-to- interested to invest, but I’m in Silicon Valley and you guys are in
peer technology, the incremental cost for each new user downloading Stockholm, so you guys need to find a local European investor, and then
the software and making phone calls to other Skype users is zero for us I can match the money’. We thought it would be easy, but it turned out
as a provider. The more people using Skype for free, the better, because to be very difficult. It turned out to be one year later. We didn’t close
it would become more of a network effect. And then we’re getting the first financing until we had actually launched the service in
an installed base to which we can up sell the SkypeOut and SkypeIn October of 2003.
service. We hoped to have a percentage of these users who would
then pick up the service and make phone calls to and from the public “One of the challenges we had was that we had a model that the
telephone network. With these calls, we would have a small charge and European VCs had not seen before. We also had big ambitions.
build revenues. This we did. And then we also thought that eventually We wanted to go out and change the telecommunications industry and
we could provide premium services and charge for them. This is the provide a global company. And they said, ‘Well, this has been tried
freemium business model. One thing that we thought initially was that to before, and it didn’t really work, so why would it work this time? And
use it as a mobile, you may be charged a low subscription fee. And we why do you want to use this peer-to-peer technology? That’s not the
also thought that it was essential to have a critical mass provide Yellow way it’s been done before’. And so we had a lot of resistance to that.”
Pages kind of services as well. That was the vision before the launch,
and then the launch of SkypeOut one year – or nine months – after the What were the major challenges your company had to handle in
launch of the free service really took off quite well.” its high-growth years, and how were they managed?
What were the major growth accelerators for your Zennström: “I think one of the key challenges was hiring. And that’s
company in its high-growth years? one of the disadvantages we had operating in Europe – which I think
is changing seven to eight years later now. It was quite difficult to find
Zennström: “One thing was that it was very easy to use. You did not people who wanted to join a technology start-up because, I think, it’s
need to be an engineer to get the required technology to work – you risky to join something that is yet unproven. That was one of the big
could just download the software and start making high quality phone challenges we had. So I think that hiring was probably the biggest
calls. The audio quality was actually better than telephone lines. If you challenge we had.
had a good network connection, the quality was much more like hi-fi
quality. That gave people much more intimacy, combined with the “One thing we thought would be a challenge that actually turned out not
benefit that they actually didn’t have to pay for the call. This brought to be a big challenge was to get deals done with telecommunications
carriers for the SkypeOut service. We felt we were obviously competing “Another big challenge was in the spring of 2004. The SkypeOut service
with them. We needed to have deals to terminate the traffic and provide started to grow quite nicely. Then we got fraud problems. There were
telephone numbers. Actually, because of the competitive situation and fraudsters who were using stolen credit card numbers and buying a lot
because we were dealing with wholesale providers, it turned out to be of SkypeOut credits. They were selling them to call centres in Egypt and
Section 7 – Executive Cases: Skype S.A.

quite easy. Russia and China and everywhere. That was a huge problem we had.
The credit card companies could have shut us down. The whole
“The regulators actually encouraged us. We met with the European company had to come together to solve that, which we managed to do.”
regulators, and they encouraged us to push forward with our service.
The regulators on the European level wanted to see more competition. What are the key lessons about entrepreneurship and successful
So initially, we didn’t have a lot of regulatory pushback. Skype was growth strategies you’ve taken from your company experience?
always in dialogue with the regulators. They would ask us, ‘Should
Skype be regulated as a phone company or as an electronic service Zennström:
provider’? During the talks, we had to be very mindful to manage that 1. “Think big and think global. Think differently. And even if people
very well. We managed to be not regulated as a phone company. It’s around you don’t believe it, if you really think you have something,
always been an issue. This problem has to be managed all the time.” you need to believe in your gut feeling and go for it.
SKYPE S.A. SKYPE S.A.
REVENUE T O TA L R E G I S T E R E D U S E R S
THOUSANDS (US$ K) MILLIONS (M)
$ 800 600
$ 700
500
$ 600
400
$ 500
$ 400 300
$ 300
200
$ 200
100
$ 100
0 0
2004 2005 2006 2007 2008 2009 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2
05 06 06 06 06 07 07 07 07 08 08 08 08 09 09 09 09* 10* 10*
* Based on Skype S-1 SEC filing using revised Skype methodology
Give examples of dark moments or negative periods that your 2. If you want to go anywhere in life, if you want to pursue your
company or you faced as part of your journey as an executive dreams, you have to take risks. Risks involve failures. You cannot be
with this company. afraid of failure if you want to pursue your dreams.
SKYPE S.A.
3. Entrepreneurship is a lifestyle. It is about what defines you. It is
Zennström: “There were maybe two dark moments. BecauseTIME-LINE
it was / KEY
EVENTS
about a passion to change and build things. When you look at it this
difficult to get financing, we decided to bootstrap the company as much way, it is also about having fun.
Raises
as we could with ourseed
ownfunding Raisesthe
money and develop Series A
service. Releases
That wasbeta
a Releases
4. OnceSkypeOut eBay
you get going, announces
stay Skype files S-1 with
very focused on getting
from Howard Hartenbaum funding from product as part of Windows acquisition of Skype SEC in preparation
challenging period. That Investment
and Draper was in the springinvestors
and summer
in US of 2003. As we the
v1.0 right people.” 
product for US$ 2.6B + of US$ 100M IPO
Company and Europe earn-out payments
started to incur costs in the software developers, we started to run out
Prepared by George Foster and William Croisettier, 16 November 2010
of money.
JUL Some
SEP people internal to thisMAY
project maybe didAUG
not believe
FEB it JUL MAR SEP NOV AUG
2002 2002 2003 2003 2004 2004 2005 2005 2009 2010
would happen. That was one big challenge.
Niklas Zennström, Janus Friis, Incorporates in Raises US$ 19M Achieves 1M SkypeOut eBay announces
Howard Hartenbaum and Luxembourg Series B funding from users and 29M registered sale of 70% of Skype
Geoffrey Prentice formulate a investors in US and users for 85M total for US$ 1.9B
business plan Europe downloads
SUNTECH POWER HOLDINGS SUNTECH POWER HOLDINGS
REVENUE HEADCOUNT
Suntech Power Holdings | China MILLIONS (US$ M)
$ 2,000 12,500
$ 1,800 11,250
Overview :
$ 1,600 10,000
Suntech Power commenced business operations in Wuxi, China, in May 2002.

$ 1,400 8,750
It is a leading solar energy company and has a high percentage of sales outside
$ 1,200 7,500
$ 1,000 6,250
of China (especially Germany and Spain). The photovoltaics (PV) industry is rapidly
$ 800 5,000
evolving and highly competitive. Due to the high production costs of the PV
$ 600 3,750
modules, the industry benefits from government subsidies that help promote the
$ 400 2,500
use of solar energy. According to Solarbuzz, the global PV market increased

$ 200 1,250
from 254 mw in 2000 to 5.95 gw in 2008 (as measured by annual PV system

0
2002 2003 2004 2005 2006 2007 2008 2009
0
2002 2003 2004 2005 2006 2007 2008 2009
installations). This represents a CAGR of 48.3% while the PV industry revenues

grew from approximately US$ 2 billion in 2000 to US$ 37.1 billion in 2008.
SUNT E C H P O W E R H O L D I N G S
Commences Puts 15 mw Makes IPO Hoku and Suntech Achieves 1 gw

business operations line into operation on NYSE sign US$ 675M production capacity
polysilicon supply
contract
SEP MAY SEP DEC AUG DEC DEC JUN APR JAN
2001 2002 2002 2003 2004 2005 2006 2007 2008 2009
Incorporates Puts 10 mw Puts 25 mw line Expands production Receives Frost &

line into operation into operation capacity to 300 mw Sullivan Solar Energy
Development Company
of the Year Award
Quotations from:
Zhengrong Shi is the founder, chairman of the board of directors and chief executive officer of Suntech. Prior to founding the company,
he was a research director and executive director of an Australian PV company called Pacific Solar, Ltd. Shi has won numerous awards,
including the 2009 World Technology Award for Energy.
What was the source of the initial idea, and how did that idea Having witnessed the changes in the environment in China, I knew it
evolve into a viable high-growth business venture? How did it was essential that the world develop new, sustainable energy resources.
change over time? We saw the need and the potential to harness nature’s cleanest and
Section 7 – Executive Cases: Suntech Power Holdings

most abundant energy resource: solar. Since then, Suntech has
Shi: “I started research in PV in 1989 at the University of New South focused on building the scale required to make a difference, developing
Wales (UNSW) in Australia. After completing my PhD in crystalline silicon channels to markets all over the world to give people access to a
thin film on glass (second-generation PV technology) and filing numerous sustainable energy solution.”
patents, I became research director at a UNSW spin-off company that
aimed to commercialize this technology. After a few years of R&D, Describe the strategy or business model that enabled
I proposed to the company management that they start true commercial your company to achieve its high rate of growth.
production of the tried and tested screen-printed crystalline silicon PV
technology. This would serve the purpose of generating cash flow to Shi: “The key strategy behind Suntech’s early high-growth of almost
subsidize R&D of the thin film technology as well as developing expertise 100% per annum was to build high-quality, high-performance products
in large-scale manufacturing and distribution of goods to market. After at a reasonable cost and to focus on already accepted, market-oriented
management refused my third proposal, I decided it was time to set off products. Once large-scale production had been established, the
on my own. strategy shifted to investment in technology development to ensure that
Suntech remained at the forefront of innovation in product quality,
“By that time, I was already an internationally recognized solar scientist reliability, performance and manufacturing cost structure.
and had been invited on several occasions to deliver presentations in
China. I realized there was a lack of knowledge and expertise on PV in “Another strategic initiative that Suntech adopted proved critical to success.
China and saw the potential to develop low-cost manufacturing. So This was our decision to sell straight to the end markets in Europe
I wrote a 200-page business plan to develop a crystalline silicon PV rather than selling to trading companies. This direct interaction with the
production facility in China. At that time, it was very difficult to find capital customers enabled Suntech to rapidly establish a recognized brand and
as there were very few VCs in China, but finally, the Wuxi government market presence.
accepted my proposal and helped to organize seed funding.”
“There was also a measure of luck and good timing. Suntech was
What was the initial growth vision or aspiration of the founding founded in 2001 and began operations in 2002. In 2000, Germany
team? Was there a sizeable change in this growth vision or introduced a renewable energy law (EEG) to support the adoption of
aspiration over time? If a change, please describe. renewable energy technologies. The EEG was amended in 2004 to
provide substantially greater incentives for PV installations, which led to
Shi: “The vision of the founding team was very simple. Start large-scale massive growth in the solar industry. Suntech’s establishment coincided
production of PV cells and modules to sell to established markets. with the growth of this important – and hitherto nonexistent – market
Suntech started with 10 mw of production capacity with a target of opportunity. Germany continues to be our largest single country market.”
achieving 30 mw of capacity within five years. However, we were
astounded by the demand and quickly realized the potential to expand. What were the major growth accelerators for your
After starting operations on the 10 mw line in 2002, Suntech was company in its high-growth years?
completely sold out and profitable by the end of the year. We made the
decision to add a 20 mw line in 2003. With very limited funds, we had Shi: “For a company that was doubling in size every year in its early
to use all of our resources to design the production line as inexpensively years, managing human resources became critical to success. Suntech
as possible. We sourced second-hand equipment and even helped a adopted a multifaceted HR strategy to ensure retention of the best
Japanese company design and build their first screen-printer on the people available. This included:
proviso that they would give a substantial discount for the first piece of 1. Clear communication of the company mission to solve the global
equipment. By the time Suntech listed on the NYSE in December 2005, energy problem. This helped employees recognize that they were
the company had grown capacity to 150 mw and was well on its way contributing to a greater purpose than just generation of wealth.
to becoming the global leader in crystalline silicon PV. As Suntech grew, 2. A focus on establishing a clear corporate culture based on the
our aspirations for the company also evolved to a much grander vision. tenets of integrity, perseverance and cooperation. This helped
emphasize the importance of teamwork, collaboration and manufacturing lines in-house, buying second-hand equipment and
solution-oriented thinking. collaborating with a new Japanese manufacturer to help them
3. Competitive compensation, including basic salary, quarterly and design new machines. This was possible because of my back
annual bonuses, stock options for select management, intensive ground as a solar scientist and engineer.
training and career development programmes. 2. Shareholder relations. Pre-IPO, there was internal conflict amongst
4. Localization of international subsidiaries. Through the course of nine the members of the board, and they even considered replacing me
years of development and international expansion, Suntech realized as CEO of the company. This was solved through the injection
the importance of hiring local staff to manage regional operations.” of private equity in the 12 months prior to IPO in order to buy out
the majority of early shareholders at a significant premium to their
Briefly describe the financing of your company and how this initial investment.
financing impacted the growth of your company. 3. Supply chain management. Due to the rapid growth of the solar
industry, the supply chain did not grow at the same speed as
Shi: market demand. This created bottlenecks in the supply chain,
1. “Seed capital and support from the Wuxi government and other particularly in the polysilicon refinement segment of the value chain.
Wuxi companies provided the capital to start production at a time In order to overcome this bottleneck, Suntech signed long-term
(2000-2002) when there were limited other capital-raising options in silicon supply contracts with large prepayments and invested in a
China. Now, of course, it is significantly different as there are many number of polysilicon and wafer manufacturers that had a similar
VCs in China. vision of producing low-cost solar energy solutions. This gave
2. Our deep understanding of the manufacturing technology and Suntech differentiated access to polysilicon during the high-growth
process equipment enabled Suntech to play a large role in the period from 2006 to 2008.
design and set-up of manufacturing lines and even to select pieces 4. Navigating through government incentive programmes as they
of production equipment. This led Suntech to expand and produce come on and off for political reasons. This is a very typical situation
at a very low cost and quickly reach profitability in the first year for green tech companies. I always say we are swimming in the
of operations. ocean and often encountering waves. Our main strategic response
3. The revision of the German EEG increased solar incentives drove to such government incentive risk is trying to reduce manufacturing
massive growth in the market from 2004 onwards. costs. This is achieved by the development of supply chain,
4. Listing on the NYSE in December 2005 gave Suntech access to the improvement of manufacturing technology and achievement of
capital required to accelerate growth and become the world’s scalability. With all these, we can reduce manufacturing costs
largest manufacturer of crystalline silicon PV solar panels.” significantly so that more people can afford solar energy. Since
the financial crisis, the price of PV modules has already come down
100%, from approximately US$ 4/watt to US$ 1.8/watt. Even
What were the major challenges your company had to handle in people of underdeveloped countries such as India and Africa are
its high-growth years, and how were they managed? now able to use solar energy in place of diesel. Lower manufacturing
costs will enable the market for solar energy to expand quickly. More
Shi: governments are now willing to subsidize solar energy. All governments
1. “Limited capital. By the second year of operations, Suntech had tend to agree on the notion of green economy, which is now a new
significant cash flow problems because of the need to constantly sector of economic growth.”
reinvest profits in capacity expansion. In 2003, there was a period
when Suntech could not pay workers for two months. To solve the
problem, Suntech cut expenses wherever possible, including my
salary for two years. In addition, Suntech found the most capital-
efficient ways to expand capacity. These included designing
with this company.
Section 7 – Executive Cases: Suntech Power Holdings

Shi:
Shi: 1. “Focus on market-oriented or already-accepted technology or
1. “One dark moment was prior to IPO, from the end of 2003 to products. This will enable you to generate profit as early as possible.
mid-2005. During this time period, company operation was fine, 2. Survival first. Focus on minimizing expenses, selling products and
but the management was in crisis. An important member of the generating cash flow as early as possible. This will provide the
board of directors wanted to pursue an MBO – against all of the foundation for the growth of the company.
other directors’ wishes – without even notifying me. I saw many 3. Teamwork. Find good people who can complement your weaknesses.
things happening incorrectly and I could sense his motivation, but I 4. Vision and strategy. Have a clear vision and strategy to achieve it.
couldn’t do anything because I was just a manager. Later on, all of That will focus the efforts of everyone at the company.
the other shareholders and directors realized what he was trying to 5. Care about your people. The more you invest in your people, the
do and removed him from the board. more they will be able to give the company in the long run.
SUNTECH POWER HOLDINGS SUNTECH POWER HOLDINGS
REVENUE HEADCOUNT
MILLIONS (US$ M)
$ 2,000 12,500
$ 1,800 11,250
$ 1,600 10,000
$ 1,400 8,750
$ 1,200 7,500
$ 1,000 6,250
$ 800 5,000
$ 600 3,750
$ 400 2,500
$ 200 1,250
0 0
2002 2003 2004 2005 2006 2007 2008 2009 2002 2003 2004 2005 2006 2007 2008 2009
2. Another difficult period was also in relation to IPO. At that time, I only 6. Identify true partners. Work with companies and partners that have
owned 30% of the company, and the rest belonged to the Wuxi a similar vision to your company to leverage cross value-chain
local government. We decided to go IPO on NYSE, but with seven synergies and accelerate growth.” 
state-owned shareholders, we couldn’t do it. So they SUNT
had toEexit.
CH POWER HOLDINGS
Prepared by Martin Haemmig, Antonio Davila, George Foster, Xiaobin He and Ning Jia,
I offered them ten times their return. Most shareholders were happy, / KEY EVENTS
TIME-LINE 22 November 2010
except for one investor. He had ambitions to take over Suntech, and
we had a longCommences
negotiation. He promisedPuts
to let
15me
mwmanage the Makes IPO Hoku and Suntech Achieves 1 gw
company thebusiness operations
way I wanted, line into operation
while he remained a significant on NYSE sign US$ 675M production capacity
polysilicon supply
shareholder. I knew this wouldn’t work with this person, so I refused contract
and finally, we negotiated his exit.
SEP MAY SEP DEC AUG DEC DEC JUN APR JAN
3. The
2001 third dark
2002 moment was
2002 the financial
2003 crisis, especially
2004 from Q4,
2005 2006 2007 2008 2009
2008 to Q2, 2009. All of a sudden, markets went south. Value of our
Incorporates Puts 10 mw Puts 25 mw line Expands production Receives Frost &
raw material inventories dropped
line intoby half, and we had
operation tooperation
into write down capacity to 300 mw Sullivan Solar Energy
Development Company
our physical assets.”
of the Year Award
Tiny Prints | USTINY PRINTS TINY PRINTS
HEADCOUNT NUMBER OF CUSTOMERS

THOUSANDS
Overview
250
: 875
Tiny Prints’ mission is to create a more thoughtful world. The company started
200 700
when Kelly Berger, Laura Ching and Ed Han, after many debates seeking a viable
new business, launched with a product offering stylish birth announcements,
150 525
holiday cards, invitations and personal stationery. The company’s aim was to
blend the intimate experience of walking into a stationery shop with the ease and
100 350
comfort of an online retailer – www.tinyprints.com. In September 2005, there was

a change in the business model with a new proprietary designer network giving
50 175
Tiny Prints access to exclusive designs. Over time, the company has broadened
0 0
its product offering, such as weddings – www.weddingpaperdivas.com. Further

2004 2005 2006 2007 2008 2009 2010 2004 2005 2006 2007 2008 2009 2010
broadening of its product line came with the launch of Tiny Prints Corporate. It has
expanded its footprint via partnerships in multiple areas – design partners, brand
partners, technology partners, and photo storage and photo sharing partners.
TINY PRINTS
Changed business
Launches model and new
tinyprints.com; proprietary designer
sell custom, network gives Implements Nickelodeon
modern stationery access to exclusive Over 100,000 distributed provides Tiny Launches
designs via vendor’s designs; first customers manufacturing Prints with first Tiny Prints
wholesale albums; manufacturing with second licensed Greeting
vendor prints/fulfills partnership secured printing partner characters Cards
LATE MAR MAY SEP MAY DEC APR JUL DEC APR OCT APR
2003 2004 2005 2005 2006 2007 2008 2008 2008 2009 2009 2010
Tiny Prints founded. Hires first Launches Summit Partners Launches Tiny First int’l printing Launches licensing
3 co-founders external weddingpaperdivas. & Technology Prints Corporate – partner to meet partnership with
bootstrap the employee com, offering Crossover Ventures business growing worldwide Walgreens for
company w/pooled wedding stationery acquires minority stationery market demand stores/kiosks
$10K in savings & expanding total interest in company. w/holiday photo
addressable market 1st external round card designs
of funding
Quotations from:
Ed Han is co-founder and chief executive officer of Tiny Prints. After studying economics at the University of Chicago from 1990 to 1994, he ran his
own landscaping business, moving business and tennis racquet stringing business. He attempted to start an e-commerce company, which failed,
but the experience gave him the best business lesson he learned to date. After two years studying for an MBA at Stanford University, he worked at
Beau-coup.com and Danger, Inc.
Laura Ching. After studying as an undergraduate in economics at Stanford University, Laura worked at Prophet Brand Strategy as a marketing
consultant. After receiving her MBA from Stanford University, she served in various merchandising and marketing roles at Walmart.com.
Eric Chen was an early board of directors member at Tiny Prints. He is a Venture Partner at W.I. Harper, where he works closely with their portfolio
companies with cross border China-US business development, operational, and strategic activities. Prior to that, he was Director of Asia Business
Development for E2open. He holds both a BS in Industrial Engineering and an MBA from Stanford University.
What was the source of the initial idea, and how did that idea the overall growth of ecommerce. Over time, and still under the
evolve into a viable high-growth business venture? How did it leadership of Ed, Laura and Kelly, Tiny Prints has continued to focus
change over time? on essentially the same custom stationery markets, but with a much
larger selection of products.”
Section 7 – Executive Cases: Tiny Prints

Ching: “In 2003, we got hit by the entrepreneurial bug after spending
over three years in corporate America post-business school. We were What was the initial growth vision or aspiration of the founding
really drawn to the idea of starting a company together as friends and team? Was there a sizeable change in this growth vision
had big dreams about building something great, while doing it on our or aspiration over time? If a change, please describe.
own terms and without outside investment. Having worked at typical
overfunded Silicon Valley start-ups really motivated our desire to control Han: “Our mission has always been to create a more thoughtful
the start-up phase. We wanted to create a special workplace where world. We wanted to leverage technology to help people stay more
people were genuinely excited to work and contribute, where people connected in more meaningful ways. We always had big dreams of
treated each other like family, while still having a passion to win. For over building an independent household brand that was synonymous with
six months, Ed, Kelly and I, along with a small group of friends would ‘more thought’, but it caught us by surprise in terms of how quickly we
meet over Baja Fresh burritos every Wednesday night in search of a were able to grow and gain traction. The company was founded on a
winning business idea. Around this time, Ed and his wife Polly were shoestring budget of US$ 10,000 worth of pooled savings and we were
preparing to welcome their first baby into the world and had gone through profitable from day one. After a few years of growth that exceeded our
the painful experience of finding a suitable birth announcement. The own expectations, we gained the confidence and desire to accelerate
selection was poor and ordering process was extremely cumbersome. our growth and thus received our first round of external funding from
The three of us decided to team up in the hopes of preserving the Technology Crossover Ventures and Summit Partners, though we have
dying art of letter writing in our increasingly digital world. We knew there not spent any of that investment to-date.
were huge innovation opportunities in this space, and that the total
addressable market was enormous. By offering stylish birth announcements, “We wanted to build a company with sound business fundamentals
holiday cards, invitations and personal stationery, we wanted to share which an investor like Warren Buffet would appreciate – a company
our passion for traditional social expression by building an online with solid growth and profitability in a large addressable market.
company that focused on the ultimate in trendsetting stationery design, The company was not built to flip or take public, but rather the original
fanatical customer service and superior product quality. aspiration was to build a self-sustaining business that could become
a leader by focusing on people, building a work family and culture.”
“At the outset, we knew that our customers wanted to blend the
intimate experience of walking into a stationery shop with the ease and Chen: “The vision of the company seemed to adapt incrementally
comfort of an online retailer. As a result, we focused on combining as Tiny Prints grew into a significant company. For example, from an
innovative technology with high quality paper, easily accessible samples, outside perspective, I could slowly see the company adopt a culture that
a unique personalization and preview suite, and customer service that reflected the values of the founders. Tiny Prints became a great place to
surpassed even the friendliness and expertise of a local boutique.” work and the culture became more important as the company grew out
of its garage stage. In addition, the focus on the customer was in place
Chen: “When we started the company in 2003, we were somewhat from day one. Since birth announcements, holiday cards, and wedding
constrained by funding due to a poor venture environment and our dim invitations are inherently viral (the URL is printed on the back of each
prospects of raising capital as first-time entrepreneurs. In essence, we card!), the Company’s maniacal focus on customer satisfaction also
were forced to look for an idea that we could bootstrap on very little became a much important rallying point as the company scaled. While
upfront investment and that could quickly reach a positive cash flow. We the vision and mission remains largely the same, I’ve seen the shifting
took a deliberate approach in evaluating different business ideas until importance of different components of that vision.”
we found one that we felt we could successfully execute. Selling custom
printed stationery online was a good fit because the category yielded Describe the strategy or business model that enabled
high enough margins, there was no dominant competitor and the initial your company to achieve its high rate of growth.
demographic – busy new moms – was easy to target. Given our lack of
meaningful funding, we grew the company off cash flow, which forced Ching:
us to focus on cost efficient marketing – SEO, PR and WOM – and ways 1. “In 2005, we eliminated a layer in the supply chain by directly
to increase margin, such as vertically integrating the printing function. licensing exclusive designs from artists and handling the printing and
Quite honestly, the market for custom birth announcements exceeded fulfilment. This allowed us to significantly reduce prices and establish
our expectations, and we were well-positioned to take advantage of ourselves as the leader in affordable, high quality custom stationery.
By owning the fulfilment process, we were also able to have much completely new occasions – moving announcements, graduation, new
stricter quality control with our printing, as well as better visibility and year’s cards, and coordinating wedding stationery pieces – and innovative
control over each customer’s order. This ultimately enabled us to product formats and printing types – tri-folds, postcards, letterpress and
truly offer best of class customer service. thermography – have been a big contributor to growth. Lastly, in 2009,
2. When we took on printing and fulfilment, we did so in a way that we launched a new value stationery line, Studio Basics, to further
was completely novel and innovative in the stationery industry. We position Tiny Prints as a mass market brand with an option for every budget.”
used on-demand printing via high-quality digital printers, thereby
eliminating set-up costs and driving prices down. We also made Chen: “The company has largely remained disciplined about focusing
a decision early on to utilize a web-to-human-to-print process on stationery end markets. Growth has come from continual expansion
versus automated web-to-print process because we wanted an into the core markets with better and more diversified products in each
over-the-top customer service experience – each order is reviewed stationery ‘occasion’ but the laser focus on winning the stationery
up to four times for etiquette, photo correction, typos, print quality, market continues to drive the company.”
etc. before being shipped to the customer.
3. We focused on offering the biggest and best stationery selection on Briefly describe the financing of your company and how this
the industry. We knew that design was very important to our financing impacted the growth of your company.
customers, and so we aggressively pursued the top designers
and asked them to design exclusively for Tiny Prints. And as selection Han: “Tiny Prints was self-funded using US$ 10,000 of pooled savings
improved, our company’s growth also accelerated. between the three co-founders. In 2008, we received our first round
4. Without deep pockets, we relied heavily on low cost marketing in of funding from Technology Crossover Ventures and Summit Partners,
terms of aggressive SEO, celebrity endorsements and the viral though we have not spent any of that investment. As the economy
nature of our product, which resulted in a significant number of referrals. headed into a severe downturn, we also put together an inexpensive
5. We chose to invest heavily in home-grown technology with lots of IP, term debt with options to draw as necessary to provide further safety
allowing us to pioneer many aspects of the user experience. and a healthier balance sheet. But in general, financing has not
6. We focused on culture, people and a continuous healthy relationship impacted the growth of the business to date.”
between the three founders.”
Chen: “Our financing ‘strategy’ was really a product of the reality that
Chen: “It’s difficult to pinpoint a specific strategy that drove growth, but we couldn’t initially raise outside capital. This forced us to scrape our
Tiny Prints did a few things well early on that, at the core, delivered a way to being profitable early on. These lessons learned early on have
superior customer experience. Integrating leading edge digital printers served the company well. Even as capital has become accessible, the
allowed us to alter the economics of custom printing and control for company has consistently operated profitably to this day. The decision
quality. Quadruple checking orders for errors and typos ensured to take outside funding from TCV and Summit does have the effect of
customer satisfaction. Offering the widest and best selection by working changing the company from a ‘family-owned’ business to a venture-
with designers created buzz that Tiny Prints had the best designs. Early backed business with venture return expectations.”
on, solid SEO execution was responsible for a substantial portion of
traffic to the site. The team simply out-executed the competition in a What were the major challenges your company had to handle in
growing segment of ecommerce.” its high-growth years, and how were they managed?
What were the major growth accelerators for your Ching: “There have been two major challenges that the company has
company in its high-growth years? faced. First, in order to keep up with our high growth rates, we went on
major hiring phases and our company’s size grew really quickly. Because
Han: “Our growth has largely been tied to how we’ve evolved from our management team was no longer able to know and manage each
being a baby stationery brand to a stationery brand with a much wider person directly, we worked a lot on educating the workforce on our
appeal. We bolted on new stationery businesses, including holiday, mission statement, cultural values and strategic direction. We focused
wedding, corporate, greeting cards, that were relevant for our target on hiring top talent at the executive and managerial levels, starting with
customer and synergistic with our core offering, thereby greatly expanding our first executive (COO) hire in May 2008, and we spent a lot of time
our addressable market almost every year. We also aggressively making sure we had the right people to help us carry out our mission.
expanded our selection within key categories like holiday cards, birth A lot of work has also been done to ensure that with 250+ people, we
announcements and wedding invitations by introducing new design have the best processes and people in place to think big, but act small
styles and themes, which helped improve conversion. This focus on and always with an entrepreneurial spirit.
going deeper within existing occasions, coupled with introducing
“The second notable reality that we’ve had to manage through is an What are the key lessons about entrepreneurship and successful
increasingly competitive landscape. For the first several years of our growth strategies you’ve taken from your company experience?
company’s life, it was much easier to differentiate on outstanding design
and a better quality product. We were the first to fill a need in the market Han:
Section 7 – Executive Cases: Tiny Prints

for great products at a great price and we had this luxury until around 1. “Your people are your biggest weapon. At every stage of the
2009, when other players caught on and started to adopt a similar business, it’s important to only hire and reward the best and brightest
business model with a second-mover mentality. As such, we have people who share your vision and passion for building a great
focused on continuous innovation in all areas of our business, including company. Bet on raw ambition, a roll-up-your-sleeves attitude and
technology, design, and user experience to ensure that we continue to strong work ethic over polish and years of experience, if you have to
stay ahead of our competition. In addition, we have invested a significant make the trade-off. Don’t be tempted into hiring quickly just to get
amount of time in ensuring that we offer fanatical customer service, so your headcount filled. Also, always value the role of culture in an
that our people and relationships with our customers continue to be a organization. ‘Culture’ needs nurturing and vision, just like
point of differentiation. Our net promoter score of 80+, an industry wide business strategy.
benchmark for customer satisfaction, continues to be one of the highest 2. Never get complacent. Even in the best of times, capitalize on every
amongst all retail companies.” opportunity and have humility and respect for the competition.

TINY PRINTS TINY PRINTS

HEADCOUNT NUMBER OF CUSTOMERS
THOUSANDS
250 875

200 700

150 525

100 350

50 175

0 0
2004 2005 2006 2007 2008 2009 2010 2004 2005 2006 2007 2008 2009 2010

Chen: “Like any under-the-radar small company turning into an in-the- Instill a great sense of urgency and intensity and don’t let up
news big company, Tiny Prints has had to struggle with maintaining even as the company grows.
small company nimbleness and scrappiness with big company 3. Stay extremely focused and don’t try to do everything – win at
economies of scale that might require big company processes. The something, even if it’s small before moving on.
T I N Y P R I N
founding team has done an excellent job of transitioning into management 4. Figure
TS out what is ‘good enough’ for your category, based on
roles as well as bringing in executives to augment their own skill sets.” customer expectations, competitors, etc., and build for ‘good
enough’ to keep going fast.
Give examples of dark moments or negative
Changed businessperiods that your 5. Be profitable.
company orLaunches
you faced as part of model
yourand new
journey as an executive 6. Celebrate along the way and keep people excited.
tinyprints.com; proprietary designer
with this company.
sell custom, network gives 7. Find ways to use technology to exploit
Implements efficiencies, but don’t
Nickelodeon
modern stationery access to exclusive distributed providesinTiny Launches
Over 100,000 assume technology can replace people every situation.”
designs via vendor’s designs; first customers manufacturing Prints with first Tiny Prints
Ching: “We have hadalbums;
wholesale constant challenges on a day-to-day operational
manufacturing with second licensed Greeting
vendor prints/fulfills partnership secured printing partner characters Cards
level. Every business does, especially a start-up business. But to date, Chen: “A start-up’s real advantage is the ability to focus on one particular
weLATE
have been
MAR
blessed not
MAY
to have
SEP
encountered
MAY
any dark
DEC
moments.”
APR
competency
JUL
and perfecting DEC
that. Tiny
APR
Prints wasOCT
fortunate
APR
in picking the
2003 2004 2005 2005 2006 2007 2008 2008 2008 2009 2009 2010
right market segment to go after. The rest is all execution.” 
Tiny Prints founded. Hires first Launches Summit Partners Launches Tiny First int’l printing Launches licensing
3 co-founders external weddingpaperdivas. & TechnologyPrepared by George Foster, 24 November 2010
Prints Corporate – partner to meet partnership with
bootstrap the employee com, offering Crossover Ventures business growing worldwide Walgreens for
company w/pooled wedding stationery acquires minority stationery market demand stores/kiosks
$10K in savings & expanding total interest in company. w/holiday photo
Web Reservations International | Ireland
WEB RESER VATIONS INTERNATIONAL W E B R E S E R VAT I O N S I N T E R N AT I O N A L
Overview : REVENUE HEADCOUNT

MILLIONS (€ M)
Web Reservations International (WRI) is a global market leader in online hostel and
€ 45 90
budget accommodations. Ray Nolan, an Ireland-based serial entrepreneur, was

€ 40 80
the founder. In a previous company he had developed a property management

€ 35 70
software programme (Backpack) that was sold to large hostels. Nolan saw that
€ 30 60
the Internet provided the opportunity to develop a web-based booking engine that
€ 25 50
would link up hostels (the supply side) with backpackers and other potential
€ 20 40
customers (the demand side). WRI aggressively built a collection of local and
€ 15 30
global web domain names that increased the volume of buyers. The resulting
€ 10 20
growth in hostels listed and in rooms booked by customers enabled WRI to rapidly
€5 10
reach major milestones in bed nights sold per year: over 90,000 in 2000, over
€0
1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009
0
1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009
1.1 million in 2002, over 6.2 million in 2004 , over 10.8 million in 2006 and
over 18 million in 2008. In 2009, WRI was sold to Hellman & Friedman in the largest
Irish exit in the 2000-2009 decade.
WEB RES E R VAT I O N S I N T E R N AT I O N A L
Nolan develops Tom Kennedy Over 1 million Over 6 million Spinoff of Hellman &
online booking engine joins WRI with bed nights bed nights WorldRes Friedman
and starts WRI in industry expertise sold per year sold per year purchases
Dublin, Ireland WRI
PRE 1998 1999 2000 2001 2002 2003 2004 2005 2007 2008 2009
1998 1999
Nolan develops Registers Affiliate Feargal Acquires Summit Acquires Over 18 million
property hostelworld.com marketing Mooney hostels.com Partners invests WorldRes bed nights sold
management domain name programme joins as for US$ € 30M for 25% per year
software for hostels starts, e.g., COO 3.75M equity
lets go
Quotations from:
Ray Nolan is a serial entrepreneur based in Dublin, Ireland. He sold his first programme (a computer game) at age 17 and set up his first company
at age 21 (Raven Computing, which was sold to Sage in 2004). He is a self-taught programmer who studied at the Dublin Institute of Technology.
Since leaving WRI in early 2008, he has founded worky.com and CloudSplit. He was a member of the Enterprise Ireland/Stanford University
Learning for Growth Program in 2009/2010.
Feargal Mooney joined WRI as the company’s COO in 2002 and became the CEO in February 2008. Previously, he worked at Baltimore
Technologies and Pfizer. He studied at University College Galway (now NUI Galway) and Dublin City University. He was a member of the Enterprise
Ireland/Stanford University Learning for Growth Program in 2009/2010.
What was the source of the initial idea, and how did that idea Describe the strategy or business model that
evolve into a viable high-growth business venture? How did it enabled your company to achieve its high rate of growth.
Section 7 – Executive Cases: Web Reservations International

change over time?
Nolan: “There were two related prongs:
Nolan: “WRI was in effect a spinout from one of my earlier companies, 1. Build a broad supply side. Build as broad a portfolio of
Raven Computing. Raven wrote and sold hostel software for property hostels as possible.
management and room reservations, which we sold for 5,000 euros to 2. Attract a broad demand side. Attract as broad a set of potential
10,000 euros per package. These were relatively complex programs guests as possible, who will then convert at a high rate into placing
because, unlike hotels, gender mattered because, when there was room paid reservations. The business model we chose was to require the
sharing among strangers, hostels varied by all-female, all-male, and guest to pay us, at the time of booking, 10% of the planned stay
mixed combinations. When the Internet came along, we started to build charge. The hostels get paid when the guest actually checks into
a web offering, which was a modified version of the property management the hostel. We offer a no-lose proposition to the hostel. We only get
software. We started giving it away in exchange for a commitment paid the 10% up front from the guests if they make a paid
that we could sell the hostel’s inventory of rooms in return for a 10% reservation. If they don’t make a paid reservation, we get nothing.
technology charge up front. This was the genesis of Web Reservations We rejected the model of the hostel’s paying us after the guests
International. paid in full because we would lose the earlier timing of the cash
payment, and in some cases hostels would find a way not to send
“In 1999, when the company was formed, the employees were a us the 10% amount. The fine print was that we were paid for the
software techie and I. In mid-2000, Tom Kennedy, a hostel owner, joined use of our technology to facilitate the transactions.
the company and brought industry expertise. While we have certainly 3. Take people out of the process. Our mantra was ‘never touch a
built out the online offering, the basic online booking mechanism still booking’. We took people out of the process, and this was central
underlies what WRI does.” to our being profitable at an early stage. We were only averaging
US$ 10 to US$ 12 per booking. If we had added an in-person
What was the initial growth vision or aspiration of the founding talking cost, then every time someone picked up the telephone we
team? Was there a sizeable change in this growth vision or would lose money. We took no calls and had no call centres.”
What were the major growth accelerators for your
Nolan: “We had a global vision from the start. The ‘I’ in WRI stands for company in its high-growth years?
‘International’ because we saw this as a very global business and a very
global business opportunity. We initially used local domain names to Nolan: “Growth accelerators included:
attract customers. In the early days of web searches in the travel industry, 1. Underlying technology. Our software enabled guests to locate a
URLs mattered more than they do now. So searching for hostels in broad set of hostel choices and have easy-to-use options to make
London would arrive at our hostellondon.com. In January 2000, we reservations. We also had a customer relationship management
went live with a New York site. I remember talking to hostel owners in system that routed queries and problems directly to either the hostel
New York about how our web engine was putting people into hostels, or us. It did not go into the ‘e-mail box never to be seen again’ that
and they were shocked to see how our site could put people into their many online companies have. Hostels quickly gained confidence that
own New York hostels. We registered hostelcapetown.com in September we were adding both effectiveness and efficiency to the online
2000 and were able to acquire many domain names without paying hostel reservation process.
more than the normal registration fees. Over time, we moved customers 2. Aggressive acquisition of domain names. Over time we acquired
up to our master brand, hostelworld.com. This strategy enabled us to well-known brands, such as hostels.com, hostelworld.com, and
build a global brand over a few years, without having to spend big. backpackonline.com. In 2003, we paid US$ 3.75 million for hostels.com,
including a US$ 100,000 deposit we offered with the condition
“In our early days Europe was, and still is, a major centre for hostels and that we would lose the US$ 100,000 if the sale did not occur. There
backpacking due to its diverse culture and sheer number of hostels. was a bidding war for this domain name, and our acquiring it
The countries in which we able to establish important presences delayed the progress of a serious competitor who was also bidding
in our bookings, in approximate time order, were Ireland, the UK, the We did not have the money when we bid the US$ 3.75 million,
Netherlands, the US, Israel, and France.” so that was a major risk.
3. Execution. Our policy of taking no calls and having no call
centre meant that we avoided a money sink. Companies that have a
low revenue per transaction cannot afford to add people to the a bank loan. However, the bank insisted that shareholders put up more
transaction process, and we did not. than US$ 1 million of the amount before they would loan us the rest.
4. High-profile indicators of our commitment. When 9/11 occurred, We also periodically sold stock to rich people in Dublin. In 2004 we sold
many predicted a huge drop-off in travel. Right after 9/11 there was 25% of the company to Summit Partners (a private equity company
a World Youth Travel Conference in Mexico, and we were the only out of Boston) for about 30 million euros. We did some buybacks from
major online reservation group to be at the conference. Straight shareholders several times to provide returns to them. About 2008 we
after 9/11 we jumped on planes and started signing up hostels, were planning to do an IPO, which did not materialize. In 2009 we were
many of which were nervous about a collapse in their business. acquired by the San Francisco firm of Hellman & Friedman, private
5. Online customer reviews. Our online system for customers to rate equity investors.”
their hostel accommodations was created in 2001/2002. We were
one of the first in the hostel world to do this. Two days after we What were the major challenges your company had to handle in
anticipated that a guest had departed, we sent them an email its high-growth years, and how they were managed?
asking them to rate their stay. We initially chose five areas to be
rated: character, security, location, form and friendliness. We later Nolan:
added cleanliness. This became the de facto system for evaluating 1. “Hiring. Classic early company challenge. We worked hard at hiring
hostels. Later we added annual awards based on the feedback to people into our ‘no blame, work hard, play hard’ culture. Even if
our rating system, with Oscar-like statues in the form of backpackers. someone was brilliant, they did not last if they did not fit in with
We later published the negative as well as the positive comments of the others.
individual guests, which increased the credibility of our ratings. 2. Attracting hostels. Building the portfolio of hostels was a destination-
6. Affiliate marketing program. In mid-2000, we started powering by-destination build in the early days. This was a challenge because
sites like letsgo.com, roughguides.com, hostels.com and lonely there was not a great deal of reliable information about which
planet.com. By 2004, nearly half of our business was done by hostels had high traffic and which did not. What we found, as we
affiliates. Using affiliates meant that we could build booking volumes learned more over time, was that signing up the big guys meant that
on a partner-share basis and thereby avoid marketing expenses. those around the corner then wanted to sign up with us.”
Co-branding the offering on their sites meant that we could build
our brand without significant expense. By 2007, the combined effect Mooney:
of better brand execution on our part and the increased brand 1. “Balancing supply and demand. We gave constant attention to
knowledge gained from partner co-branding meant we had built keeping a balance between growth on the supply side of our
direct sales to over 70% of total sales. ” business (the hostel accommodations) and growth on the demand
side (the backpackers and other guests). We had periods where we
Mooney: “Some extra thoughts on the above: would have a surge in supply but not the comparable surge in
1. The affiliate program with our partners was very important both in demand, and vice versa.
(a) giving us credibility by creating partnerships with high-profile 2. Attracting skilled talent. A second challenge was the lack of many
global brands and (b) helping us build our own brand. large-scale e-commerce companies in Dublin. This means that there
2. The acquisition of hostels.com was huge. It meant that it did not go was not a large pool of available people trained in e-commerce.
to a potential competitor. We took that site and quickly improved its Attracting people from London and other cities proved to be difficult.
appearance and functionality. That was a turning point. We made Moreover, in the short run, the increase by eBay and Google of their
back the US$ 3.75 million in the first full year following the acquisition. Irish operations put even more demand on what was already not a
3. Opening the Shanghai office in about 2007.” large pool of available talent. We are now starting to see the benefits
of an increase in the available pool of talent.”
financing impacted the growth of your company. Give examples of dark moments or negative periods that your
company or you as an executive faced as part of your journey
Nolan: “I contributed about US$ 150,000 to the company at the outset, with this company.
and periodically I and others loaned money to the company, which we
then got back. We went to hostels in Dublin and explained how our Nolan: “The travel industry is one in which you have to live with major
booking model would work for them. About 10 of them gave us an negative events occurring not infrequently, without letting them have
advance of US$ 10,000 each, and we gave them US$ 20,000 in free a roller coaster effect on the management team or yourself. We lived
bookings. The US$ 3.75 million we paid for hostels.com was to be from through foot-and-mouth disease, 9/11, floods in central Europe, London
bombings, a tsunami and so forth. You have to get in front of the after we acquired another company, identified five people with a
negatives and seek ways to help the hostels continue to have a flow of combined payroll of 500,000 euros. She said she could do all their
Section 7 – Executive Cases: Web Reservations International

business. These moments are only dark if you allow them to be. Luckily, jobs, we let her try, and she did.
we were able to avoid the dark moments that individual hostels faced 4. Be frugal but not mean. Originally, we were frugal both by design
with fires, robberies, etc. We did remove hostels from our listings if they and by necessity. Over time, our business model meant that we
had a continuing run of very bad ratings.” were profitable, but we still kept a frugal mindset.”
Mooney: “The early days of attempting to buy the hostels.com domain Mooney: “Many of my lessons relate to the transition that a high-growth
name were fairly stressful. We did not have in the bank the US$ 3.75 company like WRI experienced after the early years:
million we bid. It was important that the domain name not be bought by 1. Pace management to the company’s growth. In the early years of a
our competitor. But the banks would not loan us the full amount. business, expect a relatively fluid environment. Putting in a set
of highly structured business processes at too early a stage can be
“In 2005 we acquired WorldRes, which was a struggling company counter-productive. As you get to be a bigger company, where evidence
in the hotel reservation area. This turned out to be much harder to turn and data as well as gut feel play important roles, you have to put more
around than we had thought. As we got into that business, it was very effort into building management systems and making decisions.
WEB RESER VATIONS INTERNATIONAL W E B R E S E R VAT I O N S I N T E R N AT I O N A L
REVENUE HEADCOUNT
MILLIONS (€ M)
€ 45 90
€ 40 80
€ 35 70
€ 30 60
€ 25 50
€ 20 40
€ 15 30
€ 10 20
€5 10
€0 0
1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009
frustrating to try to sort it out. WorldRes had been struggling and had 2. Build out the management team in a disciplined and planned way.
motivational problems. I spent a lot of time shuttling between San As the company grows, there is a premium on adding to the senior
Mateo, California, and Dusseldorf, Germany, without much progress. management team people who have had experience with other
That probably led to our not being as focused on our core business as companies that have transitioned from early growth to being a more
WEB RES E R VAT I O N S I N T E R N AT I O N A L
we should have been, so we eventually spun it off.” established player in the market.
TIME-LINE / KEY
3.EVENTS
Adapt your business model to disparate geographic areas. A large
What are the key lessons about entrepreneurship and successful part of our growth, even to today, has been accomplished with a
Nolan develops
growth strategies Tom Kennedy
you’ve taken from Over 1 million
your company experience? Over 6 million
Dublin-based management team.Spinoff
Thereofis an imperative
Hellman
for &a
online booking engine joins WRI with bed nights bed nights WorldRes Friedman
and starts WRI in industry expertise sold per year company
soldwith a global footprint like ours to get closer
per year to each of
purchases
Dublin, Ireland WRI
Nolan: the major local markets. Business models that work well in Europe
1. “Maintain
PRE 1998 integrity. There
1999 were
2000many 2001
opportunities to take bribes
2002 2003
and2004
North America may
2005
not work
2007
well in 2008
India and2009
China.” 
1998 1999
from some hostels to ‘restate their ratings’ or exclude negative
comments. We committed
Nolan develops at the outsetAffiliate
Registers not to fall intoFeargal
that trap. Acquires SummitFoster and Xiaobin
Prepared by George Acquires Over 18 million
He, 16 November 2010
property hostelworld.com marketing Mooney hostels.com Partners invests WorldRes bed nights sold
2. Technology.
managementUse technology
domain to continueprogramme
name to improve your business.
joins as for US$ € 30M for 25% per year
software for
3. Empower hostelsI remember hiring a 23-year-old
people. starts, e.g., IrishCOO
girl who, 3.75M equity
lets go
REVENUE O P E R AT I N G I N C O M E / R E V E N U E
MILLIONS (£ M)
£ 3,500 14%
£ 3,000 12%
WPP | United Kingdom

£ 2,500 10%
£ 2,000 8%
Overview :
£ 1,500 6%
Wire & Plastic Products Plc was founded in 1971. Until 1985, it operated purely as a
£ 1,000 4%
manufacturer and distributor of wire and plastic products and was publicly traded
£ 500 2%
on the London Stock Exchange. Martin Sorrell was part of a group that acquired
the company to use as a public entity to build a worldwide marketing service
£0
1986 1987 1988 1989 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000
0%
1986 1987 1988 1989 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000
company. He became chief executive officer in 1986 and renamed it WPP. By 1998
WPP was the largest marketing communications company globally. This position
was achieved through a strategic combination of acquisitions and organic growth.
WPP
Sorrell CEO of Listed on WPP named IBM global account Continued

renamed WPP NASDAQ in US world’s top agency consolidation with acquisitions (30+)
Group group by Ogilvy & Mather across all
Advertising Age disciplines
1990 1991
1985 1986 1987 1988 1989 1994 1997 1998 2000
1992 1992
Sorrell takes Acquires Acquires WPP faces Launches new Acquires Young
stake in Wire & J Walter Thomp. Ogilvy Group high-debt generation media & Rubicam
Plastic Products US$ 566M US$ 864M management planning, buying
challenges Mindshare Tech.
Quotations from:
Sir Martin Sorrell (born in London, United Kingdom) has led WPP as chief executive officer since its “restart” as a marketing communication
company in 1986. Sorrell was Group Finance Director of Saatchi and Saatchi from 1977 to 1985 and was sometimes was referred to as the “third
brother” of Charles and Maurice Saatchi. His prior business experience also included IMG, the sports marketing company led by Mark McCormack.
Sorrell was knighted in the United Kingdom in 2000. Educated at Christ’s College, Cambridge, and the Harvard Business School, Sorrell has been
widely viewed as an early and ardent champion in the 2000 to 2010 decade (and earlier) of business activities in emerging economies.
What was the source of the initial idea, and how did that idea of scale. Running something small was not really of interest, particularly
evolve into a viable high-growth business venture? How did it having been involved with Saatchis for nine years. I wanted to capitalize
change over time? on my knowledge in the advertising and marketing services business,
and whatever reputation I had at that time. I wanted to start something –
Sorrell: “The source of the initial idea was starting my own business in other words, be entrepreneurial – but I also wanted to manage
Section 7 – Executive Cases: WPP

at the old age of 40 – what’s called andropause, which is male something. Often people who can start something can’t run it, and
menopause – that really was the start. We focused on multinational people who can run things can’t start them. I think the role of entrepreneur
marketing services companies because of what I’d learnt at Saatchi & is fundamentally different to the role of manager.
Saatchi. I was capitalizing on the experience and whatever the reputation
of my nine years at Saatchis as CFO and hopefully not making the mistakes “I don’t think the original vision or aspiration of WPP changed over time.
we made there – although we made plenty of mistakes afterwards. However, the emphasis on building a global advertising and marketing
services organization did change in the sense that we moved from
“The concept was to build a major multinational marketing services where we were to a company that today focuses on new markets, new
company. This was signalled in the very first document we issued as media and consumer insights. New markets account for almost 30% of
Wire & Plastic Products in May 1985. I decided at the beginning to focus our business, new media for almost 30% of our business and consumer
on what we thought were the unloved, fragmented areas of marketing insight for almost 30% of our business. So we changed our growth
services: areas of promotion, design services, what were crudely called objectives. For instance, we identified China as being critically important
‘below the line’ services. These almost below-the-salt areas of activity as early as 1993. We held our first board meeting in Guangzhou in
were not fashionable. They were also fragmented and therefore had 1989, and acquired our first Chinese operations through JWT in 1987.
the potential to be consolidated quickly. Within 18 months we did We started to focus on new media in the mid and late-1990s, before
18 acquisitions, we had a P/E multiple of about 150 times earnings. Internet 1.0. So really I would say we have had the same growth vision
and aspiration, but it changed in time in terms of emphasis.”
“The initial idea changed after a year or so. One of the criticisms made
during our so-called hostile takeover for JWT in 1987 was that JWT Describe the strategy or business model that enabled
included not only public relations (Hill & Knowlton), market research your company to achieve its high rate of growth.
(BMRB) and other below-the-line activities, but also a big advertising
agency (J Walter Thompson). People said, ‘Isn’t this countercultural for Sorrell: “If you start as a wire basket manufacturer 25 years ago with
a company with an avowed focus on ‘below the line’ services?’ We then two people in one room and your objective in your lifetime is to build a
made the basic change to include in our focus both above-the-line and major advertising and marketing services company, you have to do it
below-the-line. Logically, that made sense because today the industry is primarily by acquisition otherwise you’d be dead before you got very
a trillion dollar industry of which half is advertising and above the line and far! But the strategy and business model has remained the same. In the
half (i.e. US$ 500 billion) is below the line, including market research.” early stages, you focus on growth through acquisition and then organic
growth becomes more and more important as you pick out the growth
What was the initial growth vision or aspiration of the founding segments like new markets, new media and consumer insight.
or aspiration over time? If a change, please describe. “There have been several distinct phases at WPP: 1985 to 1990, 1990
to 1992, 1992 to 2000, and 2000 to 2010.
Sorrell: “Originally I initiated the search for a shell company – what the
French call a coquille – with a stockbroker called Preston Rabl, who “The period from 1985 to 1990 was essentially a growth phase by
co-invested with me at the beginning and then I topped up my acquisition, the largest of which were JWT in 1987 (13 times our size)
shareholdings. We had between us about 29%. In those days, you and Ogilvy in 1989 (twice our size). Both were described as ‘hostile’,
triggered a bid – today you still do – if you’re over 30%. If there was one although there is no such thing as a hostile acquisition. It’s only hostile to
mistake made, it’s probably that we should have made a compulsory the CEO. It’s not hostile to the clients, it’s not hostile to the people inside
bid, gone over 30%, soaked up more shares at the beginning – there the company and it’s certainly not hostile to the shareowners.
would then be dilution through acquisition. That was probably a practical
mistake at the beginning. About the time of the JWT bid, Preston and “We then ran into severe trouble because I overleveraged the
I then went our different ways. Preston’s view was that you shouldn’t company in 1989.
do things on scale. My view always was to start something, and run it,
“The restructuring phase in 1991 and 1992 had two parts. The first was “There have been two principle accelerators for us – geography and
the rescheduling of debt. The second was the debt-for-equity swap, technology – that drive everything. All problems, in my view – and it’s a
which at its time was revolutionary. That was quite a ballsy thing to do as simplistic thing to say – can be reduced to those two elements. If you
banks really hadn’t focused on service businesses and debt-for-equity think about classical economics, those supply and demand models had
swaps in service businesses. We never missed an interest payment or a certain criteria and a couple of the criteria are very important because
debt payment despite the challenges. they’ve driven our business. One has been free trade and lack of
protection, and that has basically driven our business because it’s taken
“The 1992 to 2000 period was an organic growth phase. Having come hundreds of millions of people out of poverty (in, for example, India or
out of the tunnel of that terrible two years – it was a very tough two China) and moved them into the middle class. Also, in Brazil or Russia.
years – the basic fabric of the business remained very much intact and And then there’s the free flow of information. Google has created
growing. The problem was within TopCo, whose name was not the information for everybody. Information is no longer power: it’s your ability
same as the operating companies. This separation was an advantage. to use it, certainly at zero marginal cost. So those two things that you
So you had WPP and then companies like JWT, Ogilvy, Hill & Knowlton learnt about in supply and demand models are very relevant, ironically,
and Millward Brown underneath it. Having come out of that, from 1992 for the growth of our business. So I would say pick the markets
to 2000, we did acquisitions but on smaller scales. and they have accelerated because of things like free trade and free
flow of information.”
“Then in 2000, we effectively increased our size by 50% with the
acquisition of Y&R, and through to 2010 we continued to build the Briefly describe the financing of your company and how this
business organically and by acquisition. Every two or three years, we’ve financing impacted the growth of your company.
made significant sized acquisitions: 2001, a somewhat controversial
CIA acquisition on which, after 9/11 we tried to invoke the material Sorrell: “We’ve used judicious amounts of debt and equity, taking
adverse change clause. Despite the fact that we were unable to do so advantage of the fact that you can deduct debt interest. We’ve made
(the takeover panel ruled against us), that has proven to be an extremely mistakes. I overleveraged the company in 1989 and with the Ogilvy
successful acquisition. Then in 2005, we acquired Grey. All these acquisition forgot that convertible preferred stock in a recession
acquisitions were around 5, 10 or 15% of our size, and then in 2008, becomes preferred stock. The coupon was extremely expensive
TNS. From 2000 to 2010 we have continued to build the company because you couldn’t deduct preferred stock interest for tax, so I think
based on the mantra of new markets, new media and consumer insight the gross cost was about 10.5%. I always remember somebody from
– organically and by acquisition. It’s fundamentally the same model. It’s the Prudential saying to me when we did our convertible preferred rights
understandable that organic growth has become more important since issue, ‘Anything you can do, Martin, with a convertible you should be
2002. If you start in 1985 with a £ 1 million market cap wire basket doing with your equity’. And in the fullness of time, having gone through
manufacturer (today we’re £ 9 billion), obviously the emphasis (the law that restructuring period from 1990 to 1992, he was dead right. If we
of big numbers) changes the mix by which you grow.” had just done it through straight equity, although there would have been
further dilution, we probably wouldn’t have had to go through such
What were the major growth accelerators for your a severe restructuring.
“Essentially we now aim to use free cash flow first and also a mix of debt
Sorrell: “A major reason why we’ve grown, (obviously acquisitions and equity. I would say we probably used too much equity in the past.
made a difference but even if you pro forma it, we’ve grown significantly) I now own about only about 1.5% of the company, and absent having
is that we’ve tried to focus on where the growth areas are. At the built a bigger stake at the beginning, which I should have done, the one
moment, if your business is located in Asia and the Pacific you’re going way of having that stake greater would have been by buying back more
to grow faster than if it’s located in Western Europe. We try to identify stock in the market or by not having sprayed around so much equity
growth trends in our industry and our continued growth rate will be in terms of acquisition. Essentially, small acquisitions we funded out of
dependent on that. It will also obviously be dependent on finding the cash flow; medium and large acquisitions we funded with a mixture
best acquisition, but primarily it will be pushing on open doors. Warren of debt and equity.”
Buffett’s old saying holds in my view – if you put good management
together with a bad business the bad business always wins. It doesn’t
matter how clever you are, if you’re pushing on a closed door it’s
much more difficult.
What were the major challenges your company had to handle in moments, in their toughest moments. It’s not the easy times that are the
its high-growth years, and how were they managed? true test, it’s the difficult times. In those dark moments in 1991 and
1992 I never ever thought that we were going to go down. Not even for
Sorrell: “You’re putting this in the past tense and I’m somewhat hesitant one second.
to answer because I hope high growth has not deserted us and it’s not
Section 7 – Executive Cases: WPP

the law of bigger numbers. I think the major challenge, particularly in our “Dealing with the bankers was difficult because they didn’t have rules
business, is that scale brings some perceived – and I underline for service companies; they had rules for manufacturing companies.
perceived and I’ll underline it again – disadvantage. Clients think the I remember at one meeting, a German banker said, ‘Why don’t we
bigger an agency gets the worse it gets, the more impersonal it is. control capital expenditure?’ So I said to the bank, ‘If you want to
David Ogilvy always used to say once you get beyond about 350 people control spending in our company I could blow a big hole through your
in one location it gets rather impersonal and I think that’s true. But the capital budget constraint at the first remuneration committee meeting
nature of our business has changed in that respect, (certainly from the (we had little capital expenditure at that time – it was a small amount of
‘Mad Men’ era, it’s changed). As a creative business, we do strategic around £ 350 million), and if you want to control it you should join me
thinking, creative execution (the development of big, creative ideas), at the remuneration committee meeting’. If I was him I would have said,
distribution, as well as the application of technology and the analysis of ‘Yes I will’, but he said no. So it was quite difficult at that time for banks
data. So there are five things we do now. to get their minds around dealing with service businesses. But I would
say that was the darkest moment.
“The major challenge in an industry, which is basically creatively-led,
is that there are diseconomies of scale. With the exception of media “I’m trying to think back now as to whether there were moments of
planning and buying – where we buy around US$ 65-US$ 70 billion of challenge when we were trying to do things and we didn’t. Anything
media around the world and have a market share of, say, 25-30% – the we’ve set our minds to doing in terms of buying companies, certainly
bigger our businesses get, the more difficult they are to manage. And it’s public companies, we’ve never been defeated and I don’t think – bravely
exponential, so if a creative department doubles in size it’s three or four said! – we will be because I think we’ve always been pretty ingenious.
times more difficult to manage. I think we’ve always had the ability to turn on a sixpence, which I think
is vital. The challenge to big companies is sclerotic structures that
“The other big challenge is to get everybody to play together in the prevent them turning on a sixpence. The key for big companies is to be
sandpit. It’s amazing how ingenious human beings are in finding ways entrepreneurial, and for entrepreneurial companies to have the scale and
not to co-operate. We had a co-ordination problem with two people resources of big companies.”
in one room 25 years ago. Today you can imagine the issues dealing
with 140,000 people where we don’t even have control of some of the What are the key lessons about entrepreneurship and successful
businesses (we own 20% to 49% of them) with 100,000 people that we growth strategies you’ve taken from your company experience?
actually control directly – it’s very difficult.”
Sorrell: “I think a fundamental lesson is that being entrepreneurial and
Give examples of dark moments or negative periods that your being a big company is regarded by many people as being counter to
company or you faced as part of your journey as an executive one another, in conflict with one another. The key is to try and make sure
with this company. that they are not. In other words, as companies grow and get bigger
their biggest dangers are themselves. The biggest enemies are from
Sorrell: “The period from 1990 to 1992 presented the biggest within, not from outside. The key lesson is that as you grow you have to
challenge when people would say we nearly went bankrupt, we were try and keep it small. This sounds completely illogical and nonsensical,
over-leveraged. The market always goes one way and another and in but you know what I mean. The general view is that the bigger you get,
dark moments, it always goes too far one way or the other. But the the worse the problems that scale brings. If you said to me, ‘What’s the
darkest moment was then. On the other hand, intellectually, whilst it biggest enemy to Google?’ I would say scale. The biggest danger is
was a challenging time it was a very interesting time. The biggest test of from within, not from without – not from Apple, not from Facebook,
companies, people, individuals, families and countries is in their darkest but within.
“Building and managing a multi-branded company which grows by

acquisition is a very difficult growth model. If I was doing the Harvard
Business Review article on it, the simplest model would be uni-branded, “When people talk about entrepreneurialism inside big companies, often
which is organically grown. Of the service industries, there is no doubt what they actually mean is autonomy, which is, ‘Leave me alone to get
that the best brands are McKinsey and Goldman Sachs. One reason is on with things and don’t interfere’. I disagree with this because it comes
that they recruit relentlessly in the best schools and the best universities. back to networking. Even the companies that we compete against –
We have to mimic the same. Both McKinsey and Goldman have very who’ve made great virtues of saying, ‘Come into our group, and we’ll
strong cultures, very strong constitutions. leave you alone’ – know today that that doesn’t work. What clients
want is the best resources on their business. They don’t care whether it
“Terms like culture and entrepreneurialism have, unfortunately, been comes from Ogilvy or JWT or Y&R or Grey or Millward Brown or Landor.
used in ways that are clearly dysfunctional. Many now use the word They want the very best people working on their business. Building
culture to justify not doing what you want them to do. They say, ‘It’s not teams, as we are doing at WPP, such as Team Ford, Team Unilever,
in their culture’, when it means that they really don’t want to do it. When Team Procter, Team J&J, Team Nestlé, etc., and having Country Managers
people say they want to be entrepreneurial, they often want to be who co-ordinate our business horizontally on a country-by-country
entrepreneurial with your money. Entrepreneurial means taking risks with basis, is the way that we’re going to get people to work together.” 
your own money. Incentives are critically important, and getting people
to put money on the table, not options. Warren Buffett is clearly right:
WPP WPP
REVENUE O P E R AT I N G I N C O M E / R E V E N U E
MILLIONS (£ M)
£ 3,500 14%
£ 3,000 12%
£ 2,500 10%
£ 2,000 8%
£ 1,500 6%
£ 1,000 4%
£ 500 2%
£0 0%
1986 1987 1988 1989 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 1986 1987 1988 1989 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000
you wouldn’t give a financial institution an option over your stock for Prepared by George Foster, Max von Bismarck, and Benjamin de los Heros,
seven or 10 years at zero cost, so why should you do it with 16 November 2010
management? Management should put money into their company,

act entrepreneurially, and take risk.
WPP
Sorrell CEO of Listed on WPP named IBM global account Continued

renamed WPP NASDAQ in US world’s top agency consolidation with acquisitions (30+)
Group group by Ogilvy & Mather across all
Advertising Age disciplines
1990 1991
1985 1986 1987 1988 1989 1994 1997 1998 2000
1992 1992
Sorrell takes Acquires Acquires WPP faces Launches new Acquires Young
stake in Wire & J Walter Thomp. Ogilvy Group high-debt generation media & Rubicam
Plastic Products US$ 566M US$ 864M management planning, buying
challenges Mindshare Tech.
180
5
150
4
120
Yola | South Africa and US
3
90
2
Overview : 60
Yola (initially SynthaSite) was formed in Cape Town, South Africa, in March 2007
30
to provide website creation tools. A key early market was the many small- to
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medium-sized companies that all needed to have company websites. Since
Section 7 – Executive Cases: Yola

its launch, Yola has grown to over five million users by 2010. Its goal is to be the
pre-eminent place on the web where anyone can go to create their own websites.
YOLA
Records US$ 10M in annual Lingham self funds Lingham stablishes Raises additional SynthaSite
revenues for Clicks2Customers SynthaSite San Fransisco as US$ 20M from changes name
and employs over 60 people in co-headquarters Reinet Fund to Yola
Cape Town
MAR LATE EARLY NOV FEB APR 2009

2003 2006 2007 2008
2007 2007 2008 2008 2009 2009 2010
Lingham founds Lingham becomes Lingham starts Raises US$ 5M from Free offering of Lingham invited to Adoption of
Clicks2Customers Endeavor High Impact SynthaSite, using Johann Rupert’s SynthaSite join the World ‘freemium’ model
with own funds, working Entrepreneur and wins technology from Richemont (subsequently product reaches Economic Forum and user base
out of a bedroom in Top Young IT Entrepreneur buy-out of previous restructured into 1M registered as a Young Global grows to over 5M
South Africa in Africa award holding company Reinet Fund) users Leader users worldwide
Quotations from:
Vinny Lingham is a serial entrepreneur who grew up in a small town in South Africa. In 2003, he founded and was chief executive officer of
incuBeta, an investment house that focused on the ownership and management of online marketing companies, and Clicks2Customers, a subsidiary
of incuBeta, which provides performance-based search marketing solutions. In 2007, he founded Yola Inc., a South Africa- and San Francisco-
based company. He is a co-founder of the Silicon Cape Initiative, which is a NGO that promotes the development of Cape Town as a technology
hub. He studied information systems at the University of Cape Town, received an Endeavor High Impact Entrepreneur award in 2006, and became
a World Economic Forum Young Global Leader in 2009.
What was the source of the initial idea, and how did that idea the website creation space. A leading product (FrontPage) was not very
evolve into a viable high growth business venture? How did it functional. There was a true disconnect between the function FrontPage
change over time? performed – creating websites and connecting to online services – and
the reality of it being a desktop-based, isolated and siloed product.
Lingham: “The initial source of the idea to build Yola was that it was We believed that there was a better way to help people get a presence
clear that applications were moving to the web and that the transition online. We also believed that many small- to medium-sized businesses
from desktop applications to web applications represented a paradigm often lacked the capital to pay an external company to create their own
shift and an opportunity to disrupt. We looked at where we thought the website. A company that provided them with a kit of tools to create their
big growth opportunities were as well as the existing products in those own website had a potentially large market opportunity. The increasing
areas. The traditional Office suite of products – Word, Excel, PowerPoint, shift of software products to being on the web, as opposed to a CD,
FrontPage – represented the largest chunk of small business software created a stimulus to us building our own product. In 2006, we started
sales. Within this space, Google had just acquired Writely and were the development within incuBator, which I had co-founded earlier. I then
building out Google Spreadsheets. There were other players getting into bought the technology and intellectual capital from that company, and
the online presentation space. We felt the biggest opportunity was in in March 2007 created a new company – initially called SynthaSite, and
later, in April 2009, it became Yola. I decided that incuBator was stable you provide for free. The aim should be to introduce the product to the
and it was time for me to pursue my dream of building a company that user for free, have them get comfortable using it for free, and then to
had both a South African and a Silicon Valley aspect. We would do the start charging for it as they become active users. Giving away unlimited
back-end operations and services in Cape Town and do the front-end functionality means you do not get to capture the value you create for
user facing applications in Silicon Valley.” your users. Going forward, we will aim to charge for some core features.
One help here is that there is a switching cost for users after they have
What was the initial growth vision or aspiration of the founding gone down the learning curve with your product. We have some
team? Was there a sizeable change in this growth vision or customers who have been using our products for three years and are
aspiration over time? If a change, please describe. only just upgrading to our premium products now. That is one reason
our five million user base is such an asset, as they are all potential
Lingham: “The initial vision for the founding team was to create a customers at some stage, who are down the learning curve with Yola.
website building platform that would allow users to consume third-party One benefit of our large user base is that we are minimally-affected by a
web services without the constant need for hand coded integration. It small number of our users going out of business, which inevitably some
should all be visual, drag and drop and in the browser. We believed that do. Another benefit of the huge user base is that even those who don’t
we could reach tens of millions of users and make their web creation purchase can become great advocates of the product and help increase
experience seamless and powerful. the word-of-mouth marketing around our product.”
“The vision has not changed. We have however, focused on shorter-term What were the major growth accelerators for your
metrics, such as making the core product more usable and functional company in its high-growth years?
before tackling the broader, big vision product requirements. While it’s
great building amazing technology, it doesn’t help if your core product Lingham: “Gaining important distribution deals via partnerships with
is very hard to use. We wanted to be mainstream rather than appeal to one or more of the PC manufacturers certainly would be major growth
just the 5% to 10% of users that are technically savvy and smart. accelerator and one we are committed to achieving. We believe Yola has
We wanted to solve the usability problem first and later add complexity, much to offer in such a partnership over and above a very well received
if that made sense from a market perspective. product. Yola can offer a large PC manufacturer or other large partners
agility – we can customize our products for our larger partners in the
“In short, we have had a very linear path, vis-à-vis our original business plan. shortest possible time. Yola can turn its whole organization around to
The one thing that we shifted in our priorities was the greater emphasis make sure we deliver what the partner needs. The partner is core to our
on usability. We are also a little less grandiose in our aspirations. At one revenue stream. You have to walk a fine line here. You do not want to turn
stage, we said we wanted to be the Home Depot of the web – a one- your business model upside down to satisfy a large potential customer.
stop shop for website development. We are more modest than that now.”
“My past experience with start-ups and their early growth challenges
Describe the strategy or business model that enabled meant I had a road map of some key likely challenges. That was very
your company to achieve its high rate of growth. useful. Putting people in the right places is a key growth accelerator in
start-ups. In my prior companies, I erred too much on the side of not
Lingham: “In less than three years since launching our beta version, giving people enough room to use their own judgment. In the early years
we’ve grown to five million users worldwide. The marketing strategy has of Yola, however, I probably over-compensated and gave people too
been to focus on search engine marketing. There are millions of people much discretion. Now I am trying to strike the right balance between
searching each month for our product category (web site creation tools). stepping back and still monitoring what is going on. The CEO has to be
So far, this has been the low hanging fruit for us. By ensuring high a key guardian of the vision, but you cannot be the only one working on
visibility in the search engines through a process of both paid search its execution.”
marketing and natural search engine optimization, we have captured a
large part of a fast-growing market. Briefly describe the financing of your company and how this
“We have used the so-called ‘freemium’ business model – we offer a
basic free product, but charge for upgrades and extras. A challenge with Lingham: “We had an initial challenge. The few South African venture
this model is the mix between free and charged products and services. capitalists did not buy into our business concept. The US venture capitalists
Initially, I think we erred too much on the side of free. When you give were not interested in investing in a South Africa-based company. We
your core functionality away free, the number of people who are willing initially had Angel funding of only US$ 500,000 – this resulted in a low
to pay to upgrade is relatively small. You have to limit the core features burn, low staff count, and very focused product development. I planned
on it taking three to four months to raise significant financing. It took Give examples of dark moments or negative periods that your
closer to nine months. Luckily, I had money and I also sold some shares company or you faced as part of your journey as an executive
in other companies to keep Yola afloat. Our main investor has been the with this company.
Swiss-based Richemont Group run by Johann Rupert, a leading South
African industrialist. Lingham: “From 2007 to 2008, we had just a free offering. Then in
Section 7 – Executive Cases: Yola

2008, we switched to the ‘freemium’ model. My darkest moment was
“We used Series A and Series B money to build growth. With the Series associated with this switch from a free product to a freemium product.
A (2007) funding of US$ 5 million – proof of concept delivered, scaling We always knew that we had to start charging for upgrades. However,
up customer acquisition and adoption and building a large core team. in our initial budgets we expected a much higher conversion and
With the Series B (2009) funding of US$ 20 million – rapidly scaling up the monetization rate. When we first started charging, our conversion rates
platform to deal with increased customer acquisition forecasts. Focus on were dismal and very disappointing for what we believed was a great
internationalization and creating core functional units within the company product. However, we had to believe in our business model, and through
to deal with product, marketing, customer support and engineering. that process we continued to iterate and evolve our product offering.
Since that first day of launching, our conversion rates have increased
“In 1996, I was privileged to become an Endeavor company and Endeavor over 500% and are much more in line with our expectations. Our beliefs
entrepreneur. Endeavor helps early stage companies in multiple ways, in the business were not unfounded, but our expectations of the effort
one of which was linking us up with a Harvard Business School student required to get it there were simply unrealistic, given the timeframes.”
(Brian Elliot) who helped write our business plan and helped with the
post-funding business plan.”
YOLA
What were the major challenges your company had to handle in R E G I S T E R E D U S E R S – C U M U L AT I V E

MILLIONS (M)
6 210
Lingham: “Major challenges faced were largely linked to building out

180
5
offices in two countries – Cape Town, South Africa and San Francisco,
US. Two issues dealt with time zone issues, and cross-functional reporting. 150
4
120
“We deal with the time zone issues by using online collaboration tools 3
such as Jira, Skype and Google Docs. We also created application 90
ownership areas, which were geographically located to ensure that there 2

60
were minimal interdependencies between the two offices.
1
30
“Hiring the right people as we ramped up from 20 people to 70 people

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Silicon Valley. We have a lot of our back office in Cape Town. Both our
call centre and customer support are run there. One challenge there is
the lack of depth in the South African labour market. In Silicon Valley, a What are the key lessons about entrepreneurship and successful
high flyer can grow by hundreds of people every three months and still growth strategies you take from your company experience?
keep hiring quality people. In Cape Town, it is not yet possible to scale
that quickly. A challenge in recent years in Silicon Valley is the tremendous Lingham: “Key lessons: YOLA
number of quality companies hiring. We have been recruiting in a 1. Trust your gut, as an entrepreneur – although sometimes you will be wrong.
TIME-LINE / KEY E
Twitter/Zynga/Facebook hiring festival. Notwithstanding that, we have 2. Don’t be afraid of taking risks – that’s why you’re not working
kept to high standards. It’s better not to hire than to hire the wrong in a corporation.
Records US$ 10M in annual Lingham self funds
person. We have also become far less tolerant with non-performers – 3. Follow the money – findrevenues
where customers are looking for you
for Clicks2Customers SynthaSite
opting to remove them sooner rather than later from the organization. and go to them. and employs over 60 people in
Cape Town
This is essential in a start-up. Feeling sorry for people and giving them 4. Always raise more money than you think you need – you will need it.
multiple chances does not cut it in this business.” 5. Hire
2003 the right person 2006
fast – but fire them fasterMAR
if they’re not
2007 LATE
2007 2007
what you expected.” 
Lingham founds Lingham becomes Lingham starts Raises US$
Clicks2Customers Endeavor High Impact SynthaSite, using
Prepared by George Foster and Endeavor Center for High Impact Entrepreneurship,
Johann Ru
with own funds, working Entrepreneur and wins technology from Richemont
out of 2010
24 November WorldinEconomic
a bedroom Forum
Top Young IT Entrepreneur buy-out of previous restructured
South Africa in Africa award holding company Reinet Fund
Online
Additional Executive Case Studies
Section 1: Alternative Strategies Of High-Growth New Ventures
The following 30 executive case studies are found in the online version of the report only:
ARM Holdings PLC Genpact Norkom Technologies Splat Cosmetica

Brocade Communication Genpharm Paladin Energy LTD Suzlon
Systems Groupe Socota Petfor Symbio
Budgetplaces.com IGN Entertainment Qumas Technisys
Dielectric Cable System (DKC) Innocent Russian Navigation Verifone Systems, Inc.
Educomp Iona Technologies Veritas Software
Evalueserve jetBlue Silicon Spice Vueling
Future Group NetLogic Microsystems SKLZ WineInStyle
Arm Holdings PLC | United Kingdom
ARM HOLDINGS PLC ARM HOLDINGS PLC
Overview :
REVENUE HEADCOUNT
IN MILLIONS (£ M)
ARM Holdings (LSE: ARM; NASDAQ: ARMH) is the global market leader in
£ 250 1500
reduced instruction set computing (RISC) microprocessor technology, which it

licenses to semiconductor companies and other technology partners worldwide.
£ 200 1200
The company’s architecture is widely used in the market for mobile phones and
portable devices. The ARM product started within Acorn Computers as an
£ 150 900
in-house design for a low-cost, high-performance RISC chip. In November 1990,

it was set up as a joint venture among Acorn, Apple and VLSI Technology, with
£ 100 600
12 founding Acorn engineers and a seasoned industry executive, Sir Robin Saxby,
£ 50 300
as chief executive officer. The company is headquartered in Cambridge, England,

and has offices and design centres around the world. ARM was an early mover
£0
1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005
0
1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005
in focusing on the licensing of RISC technology, rather than manufacturing its

own microprocessors. The company went public on the London Stock Exchange
(LSE) and on NASDAQ in April 1998.
ARM HOLDINGS PLC
ARM Texas ARM opens ARM launches ARM buys ARM buys ARM
launches first Instruments California software 45% of Micrologic; appoints
RISC Core: licenses and Tokyo development PALMCHIP; joins FTSE Warren
ARM6 ARM offices toolkit Sony & Lucent 100 East CEO
license ARM
1990 1991 1992 1993 1994 1995 1995
1996 1997 1995
1998 1999 2000 2001
ARM GEC Plessey Nippon Samsung Alcatel, Rohm ARM listed ARM lists on ARM launches
formed as a & Sharp Investments licenses ARM license ARM; on UK Fast LSE & SecurCore
spin-off of Acorn license ARM becomes 4th technology ARM & VLSI Track 100 NASDAQ processor for
with Apple and technology investor introduce partnership smartcards
VLSI ARM810 chip >50 mill ARM
Quotations from:
Sir Robin Saxby was the founding chief executive of ARM Holdings in 1990, its chairman until 2006 and its emeritus chairman from 2006 to 2007.
Saxby was born in Derbyshire, England, and educated at Liverpool University. He worked at Motorola and European Silicon Structures (ES2)
before joining ARM as CEO. He has a BS in engineering from Liverpool University and is a chartered engineer. Saxby holds honorary doctorates
from several universities, including Liverpool where he is a visiting professor. He is an active fellow and a past president of the Institution of
Engineering and Technology, headquartered in London. He is also a fellow of the Royal Academy of Engineering.
Warren East has been the chief executive officer of ARM Holdings since October 2001. He joined ARM in 1993 to set up the company’s consulting
business. He was vice-president of business operations from 1998 to 2000 and chief operating officer from 2000 to 2001. Before joining ARM,
East worked for Texas Instruments. He holds an MA in engineering science from Oxford University and an MBA from Cranfield University. He is a
chartered engineer, a fellow of the Institution of Engineering and Technology, a fellow of the Royal Academy of Engineering and a companion of the
Chartered Management Institute.
What was the source of the initial idea, and how did that idea East: “My involvement started in 1993 with the Texas Instruments
evolve into a viable high-growth business venture? How did it licensing agreement. I was very taken with the ARM technology and
change over time? sought to work for the company from the Texas Instruments end, but
I couldn’t secure a sensible opportunity there. So I wrote to Robin for
Section 7 – Executive Cases: Arm Holdings PLC

Saxby: “It was a joint venture spin-off among Acorn Computers, a job and went for an interview, thinking ‘maybe, maybe not’. He was
Apple and VLSI Technology that was born out of the need for a very, very persuasive, and his aspiration was clearly there. He talked
high-performance, low-cost microprocessor to go into handheld devices about five billion people on the planet and one ARM chip for every
like Apple’s Newton. Acorn had designed the world’s first low-cost RISC person. At the time the only licenses ARM was shipping were a few
chip in the mid-1980s, and VLSI Technology built it for them. Apple, to Acorn and a few for Apple’s Newton devices.”
through its chief scientist at the time (Larry Tesler) was attracted to the
technology, and VLSI was interested in developing it further. So, they Describe the strategy or business model that enabled
were looking to create this joint venture company, which included seed your company to achieve its high rate of growth.
investment from Apple and VLSI Technology. Acorn provided the
intellectual property and the engineers. They needed a CEO to run it. Saxby: “The strategy was to license the ARM/RISC technology to the
I had known Herman Hauser, one of the founders of Acorn, for years best companies in the world and make it available to everybody on
and had worked in the semiconductor industry my entire life, with equal terms to broaden the depth and breadth of the ARM architecture.
Motorola, ES2 and others. During my interview, discussion focused on So, we sought partners, but not just for money. Everyone had to bring
what the business model should be. I was emphatic that we should not more to the table. They had to help broaden the acceptance of the
build the chip as we didn’t have the money or resources. We should technology globally, and we had to have a common architecture that is
license the technology to other chip manufacturers and create a new policed and properly controlled around the planet for everybody.
industry standard for this new RISC microprocessor. The company was We made our money from some cash up front and license fees and
legally formed in November 1990, and I officially joined in February 1991. royalties. The way we looked at the business was that everybody pays
Basically the company was an outstanding bunch of 12 Acorn engineers the same prices. A pound of apples is equal to a pound of pears.
and me with seed money from Apple and VLSI. Everyone deserves So you might have some companies paying a high license fee and a low
credit for the business model because it was really a bunch of people royalty fee because the volume is low. But if the volume is higher, you
who knew each other and believed in this technology. The vision of ARM might have a lower license fee.”
set back in 1990 is still very much the same today.”
East: “The focus on mobile devices was very important. It was clear that
What was the initial growth vision or aspiration of the founding mobile phones were going to be a big opportunity and the ARM design,
team? Was there a sizeable change in this growth vision which features low power consumption, was the technical hook to
or aspiration over time? If a change, please describe. market to these partners/customers. Between 1994 and 1998, when we
went public, we pursued the strategy of focusing on the mobile phone
Saxby: “From the start, I was clear that we were going to be the global space. The first Nokia phone with ARM technology shipped before
standard for this new type of RISC microprocessor. It was glaringly the IPO in 1998. Probably at that time, people weren’t thinking
obvious to me, because I could see the opportunity for a standard billions, they were thinking hundreds of millions, but it was a very big
embedded microprocessor for things like mobile phones and emerging volume opportunity.”
consumer devices. The founding team of engineers sort of agreed with
me, but I also think many of them thought we were going to be bankrupt
in a year. But it didn’t take long to bring people around. We started with
this very clear vision to license, not build, the microprocessor and create
a new global standard. It happened very quickly. We had our founding
partners in Apple and VLSI, but momentum really started after getting
that first purchase order, which was from GEC Plessey.”
What were the major growth accelerators for your East: “In 1998, there were two major catalysts for going public on the
company in its high-growth years? LSE and NASDAQ. One was to provide liquidity for the many ARM
employees who had not been able to capture the monetary worth of
Saxby: their value-added work. A second was that Acorn wanted to take its
1. Founding engineers. “We had 12 founding engineers from Acorn, an money out of the company because the potential value of ARM was
outstanding bunch of designers. They had designed the ARM RISC more than the value of Acorn. The decision was to list on the LSE,
microprocessor and had worked together for years. People like Mike because we were based in the United Kingdom, and also to have an
Muller (our chief technology officer) and Jamie Urquhart. Also Tudor ADR programme on NASDAQ because around half of the licensees
Brown, who is now president. We kind of did the impossible at high must have been US-based at the time and we needed that credibility.”
speed and in parallel.
2. Partnerships. “I knew we needed to partner in multiple dimensions. What were the major challenges your company had to handle in
They were not loose partnerships. Every partnership was designed its high-growth years, and how were they managed?
for the proliferation of the ARM RISC technology and broadening
of customer segmentation, like getting into mobile or consumer Saxby: “To me, the biggest challenges weren’t about managing growth.
electronics. So the basic idea was to find a leading semiconductor The money comes when it comes. It was about hiring people and trying
company with leading end-use customers. Examples would be to double the size of the company in one year. I remember going from
Texas Instruments. It became a licensee, and they were targeting 30 to 60 people in one year, at the time of very high growth in terms
Nokia. So Nokia plus Texas Instruments really made the mobile of revenue. The problem was that we had to deliver to all the customers
market. Equally, Sharp in Japan with Nintendo made the Japanese and train all the people in parallel. That nearly killed us. It’s about
market. Samsung Semiconductor in Korea with Samsung Electronics getting the best people, and it’s about training them and at the same
as their main customer. time delivering products. When you buy a company or do anything,
3. Legal framework. “To deliver on the founding vision, we needed really the reality is that it takes a lot longer to bear fruit than the stock market
well-defined licensing terms. So we contracted with an Acorn lawyer, wants to see.”
David Mackay, to produce the legal and licensing framework. When
we started the company, we had no patents for the ARM RISC East: “There were a lot more boom and bust times than we have now
technology, so we had to put a patent strategy in place and implement because we would get some business and spend all our resources
it. Behind the vision was a great deal of detailed legal work, and servicing that business and then come to the end of that business and
people were encouraged to file patents.” have to find more. So, I think the major challenges in the early years
were the classic small-company challenges of lots of opportunities.
Briefly describe the financing of your company and how this The question was whether we could service those opportunities and
financing impacted the growth of your company. hire people fast enough.”
Saxby: “The seed investment on 28 November 1990, when the Give examples of dark moments or negative periods that your
company was formed was: Apple invested £ 1.5 million for 40% of the company or you faced as part of your journey as an executive
company; VLSI Technology invested £ 250,000 for 7%; Acorn put in with this company.
intellectual property valued at £ 1.5 million; and the 12 engineers
received 40%. I was keen to reserve up to 20% of the company for Saxby: “We had Apple and Acorn representatives on our board. In
employee options. So, over time, Apple and Acorn were diluted down, January 1997, it was approved we would prepare for an IPO, and we
and in 1993, we brought in some Japanese venture capital from planned to go public that year. Everything was fine. We got as far as
Nippon Investment and Finance.” appointing bankers and preparing the road show, so we’d done a lot
of work. Then Acorn came back and said they didn’t support the IPO
anymore and recommended that ARM do a reverse takeover of Acorn.
I was on vacation and got a call from Jonathan Brooks, our finance
director, who had a letter from Acorn to the ARM board threatening legal
action. That was a dark moment. We went public a year later.”
East: “About eight months after I started as CEO (2002), we were
ticking along and had sold 27 licenses in the second quarter. About
three days before the end of September that year, it started to look like
we might only sell about eight licenses in the third quarter. We ended
Section 7 – Executive Cases: Arm Holdings PLC

up doing a profit warning, and the share price moved from £ 1.40 to
about £ 0.40 in one day. We subsequently had to lay off about 12% of
our workforce. This was a first for us in 12 years as a business, and it
was quite shocking for lots of people, including me.”

Saxby:
1. “Think beyond the possible and then back off to reality. Just sit down
ARM HOLDINGS PLC ARM HOLDINGS PLC
REVENUE HEADCOUNT
IN MILLIONS (£ M)
£ 250 1500
£ 200 1200
£ 150 900
£ 100 600
£ 50 300
£0 0
1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005
with a piece of paper and look at what you’ve got. I really believe in a
very simple SWOT analysis. Then plan, plan, plan. And then adjust.
2. Hire the best people when you can afford it. A great idea can come
from anyone in the company.
ARM HOLDINGS PLC
3. Be prepared to make mistakes and keep innovating.
4. Customer pull is a hundred times more important than a technology
push, but nothing is more important than a great engineer.” 
ARM Texas ARM opens ARM launches ARM buys ARM buys ARM
launches first Instruments California software 45% of Micrologic; appoints
RISC Core: licenses and Tokyo development PALMCHIP; joins FTSE Warren
ARM6Sandy Plunkett and Hamish
Prepared by George Foster, ARM offices
Stevenson/Fast Track, toolkit Sony & Lucent 100 East CEO
15 November 2010
license ARM
1990 1991 1992 1993 1994 1995 1995
1996 1997 1995
1998 1999 2000 2001
ARM GEC Plessey Nippon Samsung Alcatel, Rohm ARM listed ARM lists on ARM launches
formed as a & Sharp Investments licenses ARM license ARM; on UK Fast LSE & SecurCore
spin-off of Acorn license ARM becomes 4th technology ARM & VLSI Track 100 NASDAQ processor for
with Apple and technology investor introduce partnership smartcards
VLSI ARM810 chip >50 mill ARM
BROCADE COMMUNICATIONS SYSTEMS B R O C A D E C O M M U N I C AT I O N S S Y S T E MS
Brocade Communications
REVENUE
Systems | US HEADCOUNT
IN MILLIONS (US$ M)
$ 1800 4,500
Overview :
$ 1600 4,000
Brocade Communications Systems was founded to develop storage area network

$ 1400 3,500
(SAN) equipment that would enable computers to access a network of storage

$ 1200 3,000
devices. Sales of the first-generation SilkWorm switch product started in early

$ 1000 2,500
1997. In 1998, Brocade outsourced its manufacturing and the majority of its supply
$ 800 2,000
chain management and restructured its operations to reduce costs. Brocade sold
$ 600 1,500
its products through leading storage systems and server OEMs, including Compaq,
$ 400 1,000
Data General, McData and Sequent, with these four accounting for 70% of the
$ 200 500
company’s revenue in fiscal year 1999. After a number of generations of development,

$0
1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009
0
1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009
these products quickly took a large amount of market share from competitors.
By 2001, Brocade’s revenue had grown to over US$ 500 million. In March 2009,
Brocade held about 75% of the total SAN switch market.
BROCADE C O M M U N I C AT I O N S S Y S T E M S
Ratifies Brocade Gregory Reyes Releases second Releases third Acquires its Acquires Foundry
standard founded joins the generation of generation of main rival, Networks
company as Silkworm products Silkworm products McData
CEO
1989 1992 1993 1995 1997 1998 1995

1999 2001 2004 2007 2008 2009
(APPROX)
Proposes initial HP buys Launches Went to Releases fourth Releases fifth Captures over
concept to Canstar; First product, IPO generation of generation of 75% of the
ANSI working on SilkWorm Silkworm Silkworm SAN switch
SAN concept products products market
Quotations from:
Kumar Malavalli was a co-founder and former chief technical officer of Brocade. Prior to co-founding Brocade, he worked to develop
the technology used at Brocade while at Canstar Communications and Hewlett-Packard (HP). In 1995, he co-founded Brocade, serving as the
company’s chief technology officer. In 2002, he co-founded InMage Systems, which makes data protection products. Malavalli is a serial
entrepreneur and an investor and board member in several Silicon Valley start-ups.
What was the source of the initial idea, and how did What was the initial growth vision or aspiration of the founding
that idea evolve into a viable high-growth business venture? team? Was there a sizeable change in this growth vision
Section 7 – Executive Cases: Brocade Communications Systems

How did it change over time? or aspiration over time? If a change, please describe.
Malavalli: “The idea was started in Canada, nearly six years before Malavalli: “That was real entrepreneurship at play. Our gut feel and all
Brocade was founded. I used to work for a company called Canstar the market indicators were pointing toward an information explosion due
Communications, which is a subsidy of Alcatel of France. I came in to factors such as the Internet and many data-intensive applications.
contact with a few industry stalwarts during one of the standards The market for a very high-speed data network was poised to be very
committee meetings at the American National Standards Institute large. We talked to many industry analysts, who confirmed our vision.
committee meetings. About 10 of us in the industry got together. We were positive that, if we had the product of our vision to move the
We saw that the Internet was beginning to happen and also that the data fast and store it, we could sell. One thing, when you create a
browser had been introduced. Information was going to explode. technology that is disruptive, then you can also create a new market.
The way we were storing information at the time, and the way we were
moving the information around, would not meet the demand that was “So, coming back to your question, to make sure that we were not
coming – not only in terms of speed but also in terms of connectivity smoking something, before we started designing the actual product,
and sharing. Those were the issues. We came up with a technology Seth, Paul and I criss-crossed the country for three months and talked
called Fibre Channel, which was based on a new protocol to move to potential customers. We talked to the experts at IBM, HP, Compaq
the data between a large number of servers and storage devices fast and DEC. We presented to them our product architecture and the value
over long distances, on a very high-speed network, and use many, many associated with the product. We told them, ‘This is what we want to
devices to store it. The technology became the cornerstone do. These are the value propositions that we bring. What do you think?’
for future SANs. They gave us very valuable feedback and gave several suggestions
regarding product features. They said, ‘You have a great thing, but if you
“We took about three years to develop the standard. We did the make these changes, it will be even more valuable’. We took the
functional prototype of the switch to move data based on Fibre Channel customer feedback back to the engineers, who incorporated the
at Canstar. We were engaged in selling the product, based on the changes in the product design and finalized it. We told the engineers
prototype, to HP, Sun and IBM. HP liked the product, but instead of to incorporate the feedback we got from the customers and freeze the
buying the product, they bought the technology behind it and my group design. We all like creeping elegance. We always like to do something
at Canstar. That was in 1993. One year passed and disappointment better, but then we’ll never complete it and we’ll miss the market
crept in, because like any other big company, there was a lot of bureaucracy. window. It is better to do 80% that gives a good enough product than
HP was no exception. We were not getting enough funding from HP to go for 100% and miss the market window.”
headquarters to enhance the product to make it sellable within the
industry. We were competing for the R&D dollars among many internal Describe the strategy or business model that enabled
groups. The product was lagging behind as far as market acceptance your company to achieve its high rate of growth.
was concerned, and I was afraid of losing the market window. In the
meantime, within the industry association that was trying to promote Malavalli: “Our go-to-market strategy was really to go to OEMs at
Fibre Channel technology, I was associated with Paul Bonderson, who that time. We didn’t have channel partners. That is very typical of the
was the director of mass storage at Sun Microsystems. He was also storage industry. Conventional networking companies such as Cisco,
thinking of starting a company. We decided to do a start-up together to however, sell through channel partners and go to the end users directly.
achieve our goals by creating a Fibre Channel-based switching product But storage, which has its own large market segment, is a very different
to enable SANs. Paul‘s storage expertise and my switching expertise community. Storage is mainly and notoriously served by OEMs. When
created the perfect synergy. We put the things together and raised seed I say ‘storage market segment’, it does not consist only of storage
funding for our new start-up, Brocade Communications, with help from devices such as disk drives and tapes. The storage market segment
Seth Neiman, a venture capitalist from Crosspoint Ventures of Silicon also includes the servers that use data stored in the storage devices,
Valley. That was August 1995.” the switches and hubs that give network connectivity, and management
and application software. Brocade, with its SAN products, came under
the storage market segment. We didn’t want to go outside of the OEM
play. The end users had no knowledge of the underlying Fibre Channel
technology. We didn’t have marketing resources to evangelize the
technology at the end-user level. But we make sure that our OEM us to take more, which we did. That was the last round, which we used
partners understand the technology and its benefits to their businesses. to meet increased sales demand and achieve market penetration. In
We let our OEM partners integrate our product into their systems and May 1999, we did the IPO, which was supposedly the best in that year.”
sell the resulting solution to the end-users. So our go-to-market strategy
was to stick to the OEM model, sell it to them, create demand and get What were the major challenges your company had to handle in
as many OEM customers as possible.” its high-growth years and how were they managed?
Malavalli: “Within the company, the challenge was to do the exact

What were the major growth accelerators for your minimum that was required in the market place – not to get into doing
company in its high-growth years? ‘cool’ things. Some people fall into that trap. Thanks to Paul Bonderson,
my co-founder and our incredible VP of engineering, who brought the
Malavalli: “Three things happened. The first was the fact that Internet discipline into product development and engineering.
traffic was increasing exponentially. We were in the middle of a cyclical
overhaul of data centres, and there was a lot of pressure on them to “Another challenge was in the area of market acceptance. It was not
equip with new technologies to meet the demands of data traffic. Our easy to make the industry understand why our technology was needed.
sales were synchronized with the resulting new equipment buying cycle. SAN was a new concept. People had never heard of it. It was disruptive.
People were sceptical and weren’t sure whether it was going to work.
“Secondly, there was pent-up demand in the film and video sector. There was a ‘show me’ mentality within the industry. When our few initial
The post-production studios were early adopters of our SAN product to customers implemented the solutions based on our technology and
do cooperative editing. The high-speed data network and shared product, we established some credibility and started creating demand.
storage capability allowed multiple computer artists to sit together and “We also had some challenges in the area of sales. In the beginning
edit different parts of a movie or video. They were able to access and we had deployed one account manager to take care of multiple
move the data very fast between different devices, leading to a dramatic OEM Partners. We learned pretty quickly that our OEM partners were
reduction in the time to produce a movie or a video. not getting timely and sufficient sales support and product support.
We changed the model and assigned a dedicated account manager for
“The third big influencer and adapter was the financial sector. Banks and each OEM partner, with great results.”
other financial institutions needed a mechanism to move data very fast
to meet the demands created by their increasing numbers of customers Give examples of dark moments or negative periods that your
and transactions per customer. During my initial days at Brocade, I company or you faced as part of your journey as an executive
evangelized fibre channel technology and the associated concept of with this company.
SAN within financial institutions in New York. In particular, I presented the
concept to the heads of the data centres of Goldman Sachs, Morgan Malavalli: “I was there for seven years. There were two dark moments.
Stanley and Chase. Eventually, they all became users of our technology The first dark moment was when we went to talk to all the prospective
and bought our product though our OEM partners.” customers before we started designing the product. We came back
and said, ‘How can we do that? That’s a big demand’. I knew we had
Briefly describe the financing of your company and how this the technology, but the question was whether we could come up with
financing impacted the growth of your company. the product in two years. If we had not succeeded, we might not have
made the market window.
Malavalli: “We were given seed capital of US$ 1.4 million, which was
not enough even to complete the prototype of the product. We had only “The second dark moment was when Dell came and asked us to
a simulation version of the prototype. At that point in time, we started repackage the switching product with the price of US$ 1,000 per
a serious funding exercise. We raised US$ 4 million and closed the connection, reducing from the initial price of US$ 3,000 per connection,
first round of financing with Mohr Davidow Ventures and Crosspoint with simplicity built in. If we had failed, at US$ 3,000 per connection
Ventures. This was enough for us to complete the prototype and build our market share would have been very tiny. The repackaged product
the product, which we launched in 1997 in Boston. The next round was had to be simple to deploy and use and had to be affordable at the
about US$ 15 million, which we needed for product enhancement and Dell target market level. At the high end, such as Goldman Sachs
to support sales and marketing activities. In 1998, we needed to raise and Morgan Stanley, they care more about performance less
only about US$ 20 million in the third round, but the investors pressured about the price.”
growth strategies you take from your company experience?
Section 7 – Executive Cases: Brocade Communications Systems

Malavalli: “The first lesson is, don’t start a company just because you
want to make money. You start a company because you believe in your
idea and are passionate about it. Also, the idea has to be practical, be
implementable and solve some real user problem. Then wealth creation
will be a by-product. Second, you should get off the ego trip. Associate
yourself with the right people to complement you. Don’t think, just
because you are an entrepreneur and the founder, you should be the
CEO. You may or may not be CEO material. To succeed, use your
strengths rather than assuming you’re strong in every area. Another
important lesson is that you’ve got to attract good people. You can do
it if you have a convincing idea that is really attractive. If you don’t have
the right idea, or if you’re not passionate enough about it, you can’t
BROCADE COMMUNICATIONS SYSTEMS B R O C A D E C O M M U N I C AT I O N S S Y S T E MS
REVENUE HEADCOUNT
IN MILLIONS (US$ M)
$ 1800 4,500
$ 1600 4,000
$ 1400 3,500
$ 1200 3,000
$ 1000 2,500
$ 800 2,000
$ 600 1,500
$ 400 1,000
$ 200 500
$0 0
1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009
attract the right people. You can’t do it alone. Not any one person will
have all the expertise.” 
Prepared by George Foster, Xiaobin He, Dave Hoyt and Mateen Syed, 15 November 2010
BROCADE C O M M U N I C AT I O N S S Y S T E M S
Ratifies Brocade Gregory Reyes Releases second Releases third Acquires its Acquires Foundry
standard founded joins the generation of generation of main rival, Networks
company as Silkworm products Silkworm products McData
CEO
1989 1992 1993 1995 1997 1998 1995

1999 2001 2004 2007 2008 2009
(APPROX)
Proposes initial HP buys Launches Went to Releases fourth Releases fifth Captures over
concept to Canstar; First product, IPO generation of generation of 75% of the
ANSI working on SilkWorm Silkworm Silkworm SAN switch
SAN concept products products market
BUDGETPLACES.COM BUDGETPLACES.COM
REVENUE NUMBER OF BOOKINGS

MILLIONS (€ M)
Budgetplaces.com | Spain
€ 10 200,000
€9 180,000
€8 160,000
Overview :
€7 140,000
John Erceg moved from the US to Barcelona, Spain, in 1994 and founded
€6 120,000
€5 100,000
Budgetplaces.com in 2003. The company distributes online, low-cost
€4 80,000
accommodations. The initial concept was “30 euros per night,” with the idea
€3 60,000
of offering clean accommodations without charging for amenities that are

€2 40,000
not used. Budgetplaces distributes only unique, independent, well-located,

€1 20,000
budget accommodations. The company’s growth is based on the market transition

£0
2004 2005 2006 2007 2008 2009 2010
0
2004 2005 2006 2007 2008 2009 2010
from offline to online travel bookings, the rise of low-cost airlines and changes
in the leisure habits of people who are now taking just a few days vacation and
spending the time in cities.
BUDGETPLACES.COM
Company buys first Focuses on the Expands Launches sites in Reaches 3,500
apartment online business internationally Buenos Aires and accommodations
model to Paris New York
LATE WINTER SUMMER SPRING SPRING SPRING FALL SPRING FALL FALL DEC
2002 2003 2003 2004 2005 2006 2007 2008 2008 2009 2010
Initial concept Starts online Expands to Launches sites in Exceeds 7M page Reaches 60
reservations for Madrid and 10 additional views per month million euros in
apartment nights multilingual European cities gross bookings
website
Quotations from:
John Erceg grew up in the San Francisco Bay area. After graduating from the University of Houston, he worked for two years in California for
the banking industry in credit cards and home equity loans. In 1994 he moved to Barcelona, Spain, to obtain an MBA at the IESE Business School.
From 1996-2000, he worked at Hewlett-Packard (HP) Spain within the plotter division, which had worldwide responsibility for large-format
inkjet printing. In 2000, he left HP to become an entrepreneur. His first two projects, which were related to his experience in digital printing, failed.
Through those experiences, he learned to fail cheaply and quickly. In 2003, he left behind the printing industry and started Budgetplaces.com.
Erceg started the company on his own, bootstrapping its growth with modest savings.
What was the source of the initial idea, and how did that idea MBA training kicked in and I thought we could scale up the concept.
evolve into a viable high-growth business venture? How did it That was about 2005, and we started to grow.
change over time?
“I am a pragmatic guy with a two-year maximum for business plans,
Section 7 – Executive Cases: Budgetplaces.com

Erceg: “At the time I started Budgetplaces.com I had no experience which I might have to change. We will grow 50% this year and
in the travel industry or software development and I had already another 50% or more next year to get us to 100 million euros, which
experienced two entrepreneurial failures. I still wanted to be an is the next goalpost. That is a real goalpost with a realistic plan
entrepreneur, and I went through a lot of ideas. My initial concept for and a solid management team, and we’ll work hard to get there.
this business was to build a low-cost, 25-room, Wi-Fi hostel, simple and We will do it.
clean. The vision was that people stay every day in hotels and they pay
for more than they really need. I could not, however, find the capital to “Even though we are a small player in a big world, the company’s longer
finance the project, so I took my last savings and those of my wife and term ambition is to create a brand that is recognized as the best place
bought an apartment, which was all we could afford. I offered it for rent to go for cheap, clean, centrally located places. We are not about
by tourists for two or three days. I thought it prudent to establish romantic hotels or luxury boutique places to take your wife for some
a website to book the apartment and then realized that I could also special occasion. But we are the best budget accommodation provider.
manage other people’s apartments and list them on my website. So when you can go to Rome and save 130 euros over three nights,
I bought another apartment and managed a few places for other people, you have a great experience and then come back to us when you go
so I had a total of seven or eight apartments. Then I thought that instead to London. We offer a place to stay when you take a Ryanair, easyJet
of focusing only on apartments that I could address a market niche by or Vueling airlines flight and spend the majority of the trip enjoying the
offering clients the opportunity to sleep for less than 30 euros per city, not sitting in the room. Our aspiration is to serve this market niche,
person per night in a clean, simple place that could be an apartment, this type of traveller. And, we know there are great independent hotel
a hostel, or any other economical place. The transition happened slowly. operators out there whom we can assist in getting bookings.”
The company’s initial website was barcelona-30-per-night.com, a terrible
URL that we changed to barcelona30.com. I still was not thinking globally, Describe the strategy or business model that enabled
I was just thinking Barcelona. Finally, we settled on budgetplaces. your company to achieve its high rate of growth.
com. In changing the company’s URL, however, we took a terrible hit
in search engine optimization because the company had been indexed Erceg: “The business model is a transactional business model; we do
based on the prior name. Budgetplaces.com was born out of the not have advertising. We focus on the niche of budget accommodations.
aspiration to own a hostel that did not materialize.” Because of changes in the economic environment, low-cost airlines,
different vacation patterns and the move to the Internet, we happened
What was the initial growth vision or aspiration of the to be in a fast-growing market. We offer good accommodations at a
founding team? Was there a sizeable change in this growth much lower price than other options, so we give value to our customers.
vision/aspiration over time? If a change, please describe. We also give our suppliers a distribution channel that they did not have
before. We have expanded throughout Europe, and our technology has
Erceg: “The initial vision was to make some money immediately to become good enough to start bringing in accommodations from other
pay expenses. I was not thinking about scaling up or getting investors parts of the world. We have budgetplaces.com that groups together
because I had tried to get investors in my previous venture but failed. all of our destinations, but we also maintain a network of city-specific
Initially, I had the very modest goal of getting 5,000 - 6,000 euros websites, like Barcelona30.com and London30.com, that offer low-
per month in earnings. It was only later that I started to believe in the cost accommodations for particular cities as well as information about
scalability of the model. events, bars and places to go in that particular city. These are focused
websites about sleeping cheaply in London and where to go, where to
“The transition to having an accommodation distribution website came eat and what events are on.”
as a necessity because I wanted to fill the apartments that were mine
and the apartments that I was managing. Then we transitioned to more
types of accommodations, and I saw that there was some traction.
We built little by little, hiring a programmer and meeting in a cafeteria
because the company’s office was in my apartment. At that time my
What were the major growth accelerators for your Briefly describe the financing of your company and how this
company in its high growth years? financing impacted the growth of your company.
Erceg: “Google played a big part in us being able to create the Erceg: “I bootstrapped the company and I still own 100% of the equity.
business. We would not have been able to build traffic had we not used I did not find investors for my start-up so it has all been internally funded
Google AdWords and even today it is a big source of traffic. since its inception. It is painful at the beginning. My wife and I endured a
“The idea of focusing on a niche that was really coming into play with few years of heavy financial risk, and having minimal personal cash flow.
the wave of low-cost tourism was also an accelerator. The growth of In early 2000, a lot of people had heard about dot-com options that had
this segment helped us a lot. We still have a large number of hotels in become worthless so employees were less keen on stock options and
Europe that are getting their reservations through old traditional ways, future promises at that time. We had a system with a lot of variable pay
rather than the Internet. We see that as a huge growth opportunity based on hitting our company targets and their personal targets. Paying
ahead of us. The travel industry has gone through two crises recently, in cash and paying variable bonuses based on hitting goals is important.
2008 and 2009, where leisure travel shrank, but the online travel market
grew at double digits. There is a shift from people going down to the “I have 100% of the equity, which keeps things simple. One thing we
corner shop to going online. This has been in our favour. There have did which has been instrumental to get where we are was to create an
been some structural and industry trends favourable to us. There have advisory board. We started the board five years ago and it initially was
also been technological changes where a start-up can start and get composed of reciprocal payment between two entrepreneurs, so two
traffic through things like AdWords. guys from my IESE year. One of them was the first guy in our year to
build a great company from scratch. I sat on his board and he sat on
“What really helped our growth were the low-cost flights in Europe and mine. The second member was a similar thing. And we truly made the
the break-up of the traditional European vacation. It used to be that point of treating it as if it is a real board of directors. So we send
people would take two weeks or a month and lay down on the beach. the board a package 10 days in advance with the agenda and the
Now, people, in terms of vacation patterns, are taking multiple short information. The idea was that since I am an entrepreneur and the king
breaks going three days to London and then to Paris. This higher of my little world and no employees are going to challenge me that
frequency of trips staying in cities for two or three nights and doing city much, I am the boss. This is the time for me to go in front of people who
tourism has been the wave that we have taken advantage of. It is challenge me, give me direct criticism and ambitious thinking.”
not that I knew this or I had a grand vision, it just happened and we
were there. What were the major challenges your company had to handle in
“And also, our team was an accelerator. I was very fortunate to get very
good people early on. For instance, I am not a tech guy, although I have Erceg: “Major challenges have been what everybody would tell you in
grown to be able to hire for it, but I could have made a lot of mistakes the online travel industry and that is getting traffic at an affordable price.
early on. I was fortunate that those mistakes were not made. We We have a great offer but we need to build brand recognition and repeat
made a few of them, but for the most part our Web designer and our customers to avoid having to pass through the Google toll booth on
second or third senior engineers were great talents and avoided some of every booking. We are progressing on this front. The more we go this
those mistakes. Mistakes, such as building for right now and not being route, the more our earning potential will be multiples of what it is today.
ambitious, so you build thinking that you are not going to grow and But you need to get known and have a brand. This is very expensive,
you realize that to scale you have to start all over again from scratch so we need to do it intelligently, guerrilla marketing style. We are trying.
(such as building flexibility into the technology to be able to go We have to do better. There is a war for traffic out there. But we love
multilingual without any problems). So technology has to be built always what we do. We do two things: we help small accommodation
thinking ahead, always making the architecture expandable and operators to grow their occupancy, and we save people money on their
scalable. And it wasn’t that I knew all that from the very beginning, but short break trips. Our team feels united and proud about these two
I was fortunate to get a great Web designer and engineers to think worthy objectives. The challenge is to get known and get direct traffic
that way. That is hard to do at the very beginning when you do not have because we know we will convert.”
resources. You need good people.”
Give examples of dark moments or negative periods that your “We also had a couple of technical hiccups. We recovered from all
company or you faced as part of your journey as an executive of them with our backups but it was really stressful as it happened.
with this company. I can remember two or three days when it really was rough and
stressful: a database was erased, a key programmer just left . . .
Section 7 – Executive Cases: Budgetplaces.com

Erceg: “There were a couple of times early on with employees as we some sleepless nights.”
started to show some success. They came into the office saying that
they want shares of the company or said ‘I am going to do it myself What are the key lessons about entrepreneurship and
because I have investors and backers’. It was not that I had a hard line successful growth strategies you have taken from your
on allowing others equity participation, but I had decided pretty early company experience?
on that to give up shares of the company, people have to bring one of
two things, and preferably both: either capital or extreme knowledge Erceg: “These are some of the lessons learned:
and talent that can really help us accelerate. And, in both of these cases 1. My fortunes can reverse very quickly, at any time. Hubris is my enemy.
in which this happened to me, neither of those things existed. Both of 2. I am not that smart (but neither are the experts).
them were part of the project, working very hard, but not harder than 3. If I achieve success, it is not because I am so good (some luck
me, with less financial pressure than me – none risking their own savings is involved).
BUDGETPLACES.COM BUDGETPLACES.COM
REVENUE NUMBER OF BOOKINGS

MILLIONS (€ M)
€ 10 200,000
€9 180,000
€8 160,000
€7 140,000
€6 120,000
€5 100,000
€4 80,000
€3 60,000
€2 40,000
€1 20,000
£0 0
2004 2005 2006 2007 2008 2009 2010 2004 2005 2006 2007 2008 2009 2010
or their wives’ savings and living years with that pressure. But once we 4. It takes 10,000 hours to be an ‘expert’.
crossed over into profitability, they felt they were entitled because they 5. Read, read, read about my area – need new ideas in online travel,
had been part of the company. I would classify those as dark moments, general management.
and it happened to me twice. That hurt because for years in an effort to 6. I can be a success by continuously making the business
BUDGETPLACES.COM
conserve cash I paid the guys more than I had taken out of the incrementally better.
TIME-LINE
company. I had two simple rules for them during that time: first, their / KEY
7. EVENTS
Be careful applying MBA learning too literally, too soon
nominal retribution will never go down, and second, the percentage of (i.e. delegating).
Company
their profit share will gobuys
downfirstas weFocuses on the Inevitably,
grow bigger. Expands
as you hit Launchesrequires
8. Bootstrapping sites in discipline – my
Reaches 3,500
friends will pass me at first,
apartment online business internationally Buenos Aires and accommodations
some success and people see it, this kind of stuff happens.
model to ItParis
was tough for years.
New York
to see somebody with whom I felt I had been very generous, with zero 9. Entrepreneurship – my personal earnings will not grow linearly
risk on their part, suddenly demand equity or else, without any offer on
LATE WINTER SUMMER SPRING SPRING SPRING FALL
(hopefully hockey stick).” 
SPRING FALL FALL DEC
2002 2003 2003 2004 2005 2006 2007 2008 2008 2009 2010
their part to put in capital and take real personal financial risk.
Initial concept Starts online Expands to Launches sites in Exceeds 7M page Reaches 60
reservations for Madrid and 10 additional views per month million euros in
apartment nights multilingual European cities gross bookings
website
DIELEC TRIC CABLE SYSTEMS DIELECTRIC CABLE SYSTEMS
REVENUE HEADCOUNT
MILLIONS (US$ M)
$ 140 840
Dielectric Cable Systems (DKC) | Russia

$ 120 720
$ 100 600
Overview :
$ 80 480
Dielectric Cable Systems (DKC) grew from a small start-up company in 1998 to
$ 60 360
one of the leading producers of cable management systems and enclosures in
Russia and in markets throughout Europe. DKC is a group of three production
$ 40 240
and distribution network companies – DKC Russia, DKC Ukraine and DKC Europe.
$ 20 120
The company is a pioneer of in-tube wireless solutions in Russia with a mission

$0 0
1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 E 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 E
to provide international customers hi-tech products for electrical installations.
DKC re-invented the construction sector and offered new solutions for the electric
cabling industry that propelled its growth to the international arena.
DIELE C T R I C C A B L E S Y S T E M S
Co-production with Withdrawal from Acquisition of CEPI, Despite the crisis,

Bocchiotti (Italy), entry joint venture with launch of DKC new factory was
to Ukrainian market Bocchiotti Europe launched
AUG
2000 2002 2004 2005 2007 2008 2009 2010
1998
Start-up, launch All-Russian Joint venture with Acquisition of Establish a design

of production distribution CEPI (Italy); ISO 9001 COSTEL (Italy), DKC department for the
network certification Training Center in Tver industrial segment
Quotations from:
Dmitry Kolpashnikov, chairman of the board of directors, is a serial entrepreneur in the electrical engineering industry.
What was the source of the initial idea, and how did that idea What were the major growth accelerators for your
evolve into a viable high-growth business venture? How did it company in its high-growth years?
Section 7 – Executive Cases: Dielectric Cable Systems (DKC)

change over time?
Kolpashnikov: “There were four growth factors:
Kolpashnikov: “Originally, DKC was established to support the pipe 1. Technology: Use of effective advanced technologies with focus on
wiring overall distribution network in 1997. The initial task was to high quality, competition and R&D.
decrease the cost of the product by manufacturing it locally rather than 2. Distribution: Competitive distribution channels with a large number of
importing from Europe. Simultaneously, due to the boom in the Russian partners all over Russia. All of them could provide logistics services,
construction industry, new concepts of pipe wiring were identified, which as well as support our marketing efforts.
resulted in the complete elimination of in-wall pipe systems. Given the 3. Location: The two main locations were Moscow and St Petersburg
collapse of the Russian economy in 1998, we experienced a rapid cost with easy access to both of them. Luckily, the city administration
increase on all imports; hence, locally produced systems became the support was of great value to us.
leaders in the Russian market. This was a challenging moment for 4. Human resource strategy: The company’s HR objective was to
DKC, with rapidly growing local competition. However, due to the high establish a very professional team and provide an exciting environment
quality standards and the large variety of products that European firms that would lead to outstanding performance. While we were looking
established in the Russian market, no local rivals could compete with for young professionals, the most difficult task was to find those with
DKC in terms of quality, logistics and complexity of services.” relevant experience to our business. These professionals are our
elite staff today, but when looking back, we were lucky that the
What was the initial growth vision or aspiration of the founding economic crises in the late 90s provided us with these talents as
team? Was there a sizeable change in this growth vision many of them were temporarily unemployed.
Partnering for Talent
Kolpashnikov: “Initially, DKC’s growth vision was a dynamic one, “When hiring actively in 2006-2008, we were surprised to be faced with
due to our past sales experience in the electrical products industry. a lack of qualified prospective employees. As a result, the current HR
We were ambitious, open to new changes and eager to get the most strategy includes partnerships with universities as well. The company
done in a short time. Financing was available through our own sources. retained the entire team during the 2008-2009 financial crises, transferring
While becoming a leader in this industry, there was a need to add more some resources to other departments, professionalizing and automating
structure and processes and work towards a more complex market our internal systems, and providing training. All together, the effort
approach. At that point, we were able to use additional lease and resulted in more trust and loyal atmosphere, and enabled us to increase
short-term loan financing. Three years ago, we released DKC’s new our sales volume later on. Finally, DKC not only provides excellent
development strategy, based on one-year, three-year and five-year compensation and benefits, but also offers opportunities for professional
planning, which allows us to expand more rapidly with a set plan. development. In addition, a monitoring and reward system recognizes
We set ambitious goals, monitor the progress and are happy to report the results of teams and motivates them to excel further.”
that developments on various fronts follow the investment plan.”
Describe briefly the financing of your company and how this
Kolpashnikov: “During its first three years, DKC did not rely on external
Kolpashnikov: “Initially, we built a wide network of sales partners. capital to finance its development. The operating profits were sufficient
We earned their trust due to reasonable profit- sharing policies, training to cover our investment needs. Following that, our considerable growth
and communication. Such partnerships grew in size and quality and rate forced us to look for loans. Our sources of capital today include
became our ultimate success. The partnership network proved to short-term and long-term bank loans, leasing and factoring.”
become a powerful distribution channel, which is open for our new
products. We pursue stringent requirements – high quality, integrated
and innovative solutions, and competitive prices.”
with this company.
Kolpashnikov: “Our first success came with vast rise of competition,
most of which simply copied our technologies. Instead of slashing Kolpashnikov: “My darkest moment was the day when, in the middle
our prices in this increasingly tougher environment, we targeted our of the 2008-2009 crisis, our board of directors decided to put on hold
development with a focus on high-end technologies and products. some industrial projects that we had been working on for the previous
The company also: two years. This was the first, and so far the only, instance of this in our
1. Re-engineered the entire business system history. Yet, it might be worthwhile noting that every medal has two sides
2. Created a control management system since it forced us to reconsider our strategy and to focus on new and
3. Invested in automation technologies” more profitable projects.”
Turnaround Strategy What are the key lessons about entrepreneurship and successful
“As a result, we ended up with a professional environment that helps growth strategies you’ve taken from your company experience?
boost our business development. The late 2008 crisis resulted in a rapid
DIELECTRIC CABLE SYSTEMS DIELECTRIC CABLE SYSTEMS
REVENUE HEADCOUNT
MILLIONS (US$ M)
$ 140 840
$ 120 720
$ 100 600
$ 80 480
$ 60 360
$ 40 240
$ 20 120
$0 0
1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 E 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 E
decline in sales. In 2009, we launched a turnaround programme that Kolpashnikov: “My key lesson centres on a single word – ‘CREATION’.
included cost-cutting, while keeping the team and its payroll. We If you look around, you can see lots of very successful business strategies.
supported our distributors and looked at new market opportunities, Over a short period of time, Russia had accumulated a huge amount of
such as projects in the oil and gas industry, infrastructure and electric capital, was nurturing outstanding business projects, and creating global
DIEL E C T R I C C A B L E S Y S T E M S
power generation. Ultimately, hard work paid off. Decline in sales corporations. However, most of them do not exist anymore due to their
T IME-LINE / KEY
between 2008 and 2009 was only 18%, compared to the overall EVENTS
primary focus of making short-term profits. In contrast, if you focus on
industry contraction of 40%. The most recent results in Q1 2010 are creating a business that constantly provides new products and
Co-production
staggering, with rapid sales with Withdrawal
growth beyond the from
pre-crisis level of 2008.Acquisition of CEPI,
services, Despite
you will inevitably create the crisis,
opportunities that lead to growth
Bocchiotti (Italy), entry joint venture with launch of DKC new factory was
We now are confident thatmarket
to Ukrainian our strategy seems to work and that our
Bocchiotti Europeand profitability. Russia is stilllaunched
a land that has great potential and is
efforts pay off.” waiting to be explored.” 
AUG
2000 2002 2004 2005 2007 2008 2009 2010
1998
Prepared by Martin Haemmig and George Foster , 22 November 2010
Supported by Russian Venture Company (I. Agamirzian, G. Bikkulowa), Financial University
Start-up, launch All-Russian Joint venture with Acquisition of Establish a design
of production distribution CEPI (Italy); ISO 9001 under the Government
COSTEL of Russian Federation (Prof. Andrei Yudanov)
(Italy), DKC department for the
network certification Training Center in Tver industrial segment
Educomp | India
Overview : EDUCOMP EDUCOMP
Educomp Solutions Limited, which was founded in 1994, is a

REVENUE
IN MILLIONS (US$ M)
globally diversified,
HEADCOUNT
educational solution provider and the largest educational company in India.

$ 250 15,000
Section 7 – Executive Cases: Educomp

By 2010, the Educomp Group had reached over 26,000 schools and 15 million
learners and educators around the world through its products, services and
$ 200 12,000
solutions. The company’s mission is to be among the top five educational companies
worldwide by the year 2012. For many years, it has been at the forefront of
$ 150 9,000
pioneering initiatives in education. The company went public in India (the National
$ 100 6,000
Stock Exchange of India, NSE, and the Bombay Stock Exchange, BSE) on
13 January 2006. It was rated the best performing IPO of 2006 across all sectors
$ 50 3,000
in India. The market capitalization on 19 August 2010 was US$ 1.18 billion.
Educomp has 27 offices worldwide: one in Canada, 20 in India, two in Singapore,
$0
MAR MAR MAR MAR MAR MAR MAR MAR MAR MAR MAR
0
MAR MAR MAR MAR MAR MAR MAR MAR MAR MAR MAR
one in Sri Lanka, and three in the US. By 2010, the company employed over 12,000
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
professionals. The company’s market covers all educational sectors: preschool,

K-12 schools, digital educational content, higher education, vocational education,
online education and supplemental education.
EDUCOMP
Starts India’s first K-12 Launches SmartClass™ Forms JV with Raffles Corp. for
content development centre; content solution for higher education; formed JV with
entered governmental school private schools Pearson for vocational education
market through ICT solutions business called Indiacan
SEPT JAN NOV

1994 2000 2002 2003 2009
1998 2006 2009
Incorporated Establishes US Launches IPO

subsidiary,
Edumatics
Corporation
Quotations from:
Shantanu Prakash, is the current chairperson of Educomp. An alumnus of the Indian Institute of Management, Ahmedabad, Prakash founded
Educomp Solutions Limited in 1994. Prakash is also the founder and managing trustee of the Learning Leadership Foundation, an organization
dedicated to bringing the best practices in education to under-resourced schools. Prakash is a charter member of The Indus Entrepreneurs, an
organization that connects entrepreneurs, and is a frequent speaker at educational and business conferences worldwide. His vision and leadership
have enabled Educomp to become India’s largest technology-driven educational company. It owns India’s largest K-12 digital content library and
reaches 26,000 schools and 15 million learners and educators worldwide.
What was the source of the initial idea, and how did that idea because I felt the Indian education system was in a bad shape and
evolve into a viable high-growth business venture? How did it required innovative ways to sustain it. Moreover, education is a
change over time? sector with infinite innovational scope. Educomp was born.
• Less capital and high scalability. Education was a non-traditional
Prakash: “There was a clear need, and somebody had to do it. business in India. Using technology to leverage it required a
• Need for technology in education. The initial idea was to leverage comparatively lower capital investment and posed very high
technology into education. I zeroed in on the educational sector scalability. The company started up by meeting with various schools
and evaluating the potential for IT education within each school. What were the major growth accelerators for your company
Educomp initially set up computer labs within schools, and the in its high-growth years?
revenue model was that the schools would pay per use. From this
model, the company has evolved into the largest owner of K-12 Prakash: “These are not listed by priority but by timeline sequence.
digital content, a principal professional development company, These accelerators helped scale the company:
a pioneering eTutoring company and an R&D company. • Educomp SmartClass. Educomp came up with the product, which
• Results. Today, Educomp’s content solutions reach out to over is designed to assist teachers in schools to meet daily challenges,
3.4 million students in almost 4,000 private schools and over enhance student participation and improve teacher productivity
8.1 million students in almost 15,500 government schools. in the classroom through the simple, practical and meaningful use
Educomp also operates in over 700 preschools, over 40 brick-and- of technology. SmartClass consists of a library of 16,000 modules of
mortar K-12 schools, seven higher education colleges, over 250 digital, multimedia, educational content mapped to the entire K-12
vocational training centres and has over 2.5 million users of its curriculum. The content is used by teachers in classrooms with the
online education portals.” help of digital projectors and interactive whiteboards. This product
saw immense appreciation and acknowledgement among students
What was the initial growth vision or aspiration of the founding and teachers in private schools. This revolutionary model turned out
team? Was there a sizeable change in this growth vision to be the turning point for the company’s growth.
or aspiration over time? If a change, please describe. • ICT solution. The government has close to a million schools under
its complete supervision and has adopted a public- and private-
Prakash: “My vision has been to transform the teaching-learning process participation model to improve the quality of education in India. Educomp’s
through the use of technology and best practices. Initially, I wanted to go ICT solution, which consists of setting up computer labs and providing
into the education sector to positively change the education world but computer-aided learning in government schools, successfully tapped
was not clear how to do it. When looking around, I felt that everything into this huge market with its immense future potential to grow.
had changed in our lives with the all-pervasive intervention of technology. • Listing Educomp. With the IPO of the company, the growth potential
However, classrooms had remained untouched by technology. increased exponentially, as the necessary funding was available.
Through successive rounds of raising capital, Educomp was able to
“As time passed, I understood that education was the best industry to expand its presence into opportunities in preschools, K-12 schools,
be in as it was recession-proof and the government would have to higher education and vocational education, thereby becoming an
improve the quality and spending on education unlike other sectors. end-to-end supplier of educational products and services.”
I kept realigning the aspirations according to customer needs. Then we
continued to focus on innovation and R&D to develop high-quality Briefly describe the financing of your company and how this
curriculum and content products. Today, Educomp’s vision is to reach financing impacted the growth of your company.
out to 20 million learners and to be among the top five educational
companies by 2012.” Prakash: “The company was initially financed through personal finances.
The following series of financings helped fuel the growth of Educomp:
Describe the strategy or business model that enabled • In June 2000, Carlyle/US (PE-firm) invested US$ 2.1 million for a
your company to achieve its high rate of growth. 15% stake in the company. In July 2005, Carlyle exited in exchange
for the LMS stake from Educomp.
Prakash: “In education, human resources are key, above anything else. • In January 2006, IPO on India’s NSE and BSE at a share price of
• “We have always focused on treating employees as business Rs 125, trading peak at Rs 5,000 on 15 January 2008. The
partners rather than as employees. Almost all senior employees have company had a stock split R1:5 in October 2009. Stock trading at
ESOPs in the company. Rs 588 on 19 August 2010.
• “The company has always looked for and hired a set of very • Educomp raised capital through FCCB (US$ 25 million in FY 2007).
entrepreneurial people. Entrepreneurship is the core DNA that runs • Educomp raised capital through FCCB (US$ 80 million in FY 2008).
in the organization. • QIP (US$ 125 million fresh equity in FY 2010) to finance its
• “Unlike traditional companies, the leadership is distributed in growth strategies.”
Educomp. Decision-making is pushed down to the individual
business heads. Each of them acts as a CEO of his/her business
and takes charge of his/her own hiring, training and marketing
needs. Thus, there is no chief operating officer or chief marketing
officer in the company.”
What were the major challenges your company had to handle in There were times when our employees weren’t paid salaries in time, and
its high-growth years, and how were they managed? I am genuinely grateful to the entire Educomp team who worked together
like a family to pull the company out of those challenging days towards a
Prakash: bright future, which is only just beginning.”
Section 7 – Executive Cases: Educomp

1. “The first challenge was in Human Resources. Hiring the best talent
was a major challenge. What are the key lessons about entrepreneurship and successful
2. The second major challenge was to attract capital. We got the first growth strategies you’ve taken from your company experience?
round of private equity funding in the year 2000. Though this was a
small amount, it helped in the initial years. Then, with the public listing Prakash: “It is very straightforward:
of the company, this challenge was almost mitigated. 1. It is important to have a good vision and to think big from the beginning.
3. The final (and current) challenge remains on execution. Educomp 2. The key driver behind any business is highly motivated, highly
has been able to create a large platform of educational businesses entrepreneurial management.
where it had a first-mover advantage. The challenge now is to build 3. Innovation is key, and innovation has to be driven into all
on this platform and grow the business. This involves an acute focus aspects of the business.
on flawless execution.”
EDUCOMP EDUCOMP
REVENUE HEADCOUNT
IN MILLIONS (US$ M)
$ 250 15,000
$ 200 12,000
$ 150 9,000
$ 100 6,000
$ 50 3,000
$0 0
MAR MAR MAR MAR MAR MAR MAR MAR MAR MAR MAR MAR MAR MAR MAR MAR MAR MAR MAR MAR MAR MAR
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
Give examples of dark moments or negative periods that your The results are visible: Over the years, Educomp and its affiliates have
company or you faced as part of your journey as an executive won recognition from many institutions. Educomp ranks first in education
with this company. and training in the study ‘India’s Best Companies to Work For 2009’.
This study was conducted by The Economic Times in collaboration with
EDUCOMP
Prakash: “I wouldn’t actually say it was a dark period, but we did have the Great Place to Work® Institute, a US-based institute that ranks best
some very challenging times in the early years of the business. TIME-LINE
A number / KEY EVENTS
workplaces globally. In addition, Educomp Solutions was named in the
of our ideas were perhaps ahead of their time and didn’t really evolve ‘200 Best Under a Billion’ for the Asia-Pacific region by Forbes
Starts
into structured businesses at all. We India’s first
launched K-12 educational
an online Launches
magazine in the 29 September 2008 issue.Forms
SmartClass™ JV with Raffles Corp. for
This annual list shows the
content development centre; content solution for higher education; formed JV with
community called www.planetvidya.com,
entered somewhat along
governmental the lines of
school best of 24,155 listed firms in the Asia-Pacific
private schools region.forSimilarly,
Pearson vocationalBTeducation
500
market through ICT solutions business called Indiacan
online social communities today, which didn’t grow at all. We were featured Educomp in its list of most valuable private companies in India
perhaps the first company to create
1994 2000
an online, school,
SEPT ERP product back
2002
in its2003
November 2009 issue.
JAN Educomp isNOV
the first company in India
2009
1998 2006 2009
in the 90s, but again, the product failed since it was probably much ahead to have been rated SME1 by CRISIL, in recognition of the company’s
of its time and there wasn’t enough demand. We continued to invest
Incorporated and USoutstanding credit worthiness.”
Establishes Launches
 IPO
subsidiary,
explore various innovative solutions to solve critical educational problems
Edumatics
Corporation
in everyday classroom teaching, but until our multimedia educational Prepared by Martin Haemmig and George Foster, 17 November 2010
Supported by JM FINANCIAL (A. Kampani, R. Narasimhan)
content business started to take off, we had severe cash flow challenges.
EVALUESER VE E VA L U E S E R V E
REVENUE HEADCOUNT
MILLIONS (US$ M)
$ 80 2,500
Evalueserve | India
$ 70
2,000
$ 60
$ 50
Overview : 1,500
$ 40
Evalueserve is a pioneer in providing Knowledge Process Outsourcing (KPO)

$ 30
1,000
services, which include customized financial and investment research, business

$ 20
research, market research, intellectual property, legal support services, supply 500
chain support services and knowledge technology to various industries around

$ 10
the globe. The vision is “to be the number one global provider of high-quality
$0
2002 2003 2004 2005 2006 2007 2008 2009
0
2002 2003 2004 2005 2006 2007 2008 2009
value-added services.” It was co-founded in December 2000 by Alok Aggarwal

(previously at IBM Research Division in India) and Marc Vollenweider (previously
at McKinsey, including Delhi office).
E VA L U E S E R V E
Commences India Achieves Commences Chile Commences

operations profitability operations Romania operations
DEC JAN JUL MAR SEP NOV FEB JUL

2000 2001 2001 2002 2005 2006 2007 2008
Founded Signs first major Commences China Acquires

client, Signed Up operations “Circle of Experts”
Quotations from:
Alok Aggarwal is a co-founder of Evalueserve. Prior to this, Aggarwal was the director of emerging business opportunities for IBM Research
Division Worldwide. In this capacity, he headed IBM’s India Research Laboratory. He has a bachelor of technology degree in electrical engineering
from the Indian Institute of Technology, Delhi, and a PhD in computer science from Johns Hopkins University in the US.
Marc Vollenweider is also a co-founder of Evalueserve. Prior to this, Marc was a principal with McKinsey & Co. He spent 20 months in the Delhi
office and was in charge of the McKinsey Knowledge Centre, an internal research operation, providing services to McKinsey consultants worldwide.
Marc has an MBA from INSEAD, France, and a master’s in telecommunications from the Swiss Federal Institute of Technology, Zurich.
Ashish Gupta is COO and country head of Evalueserve. He previously was the founder and CEO of Ties2Family.com and, before that, an
engagement manager at McKinsey & Co in Delhi. He has a bachelor of technology degree in mechanical engineering from the Indian Institute of
Technology, Delhi, and an MBA from Carnegie Mellon University in the US.
What was the source of the initial idea, and how did that idea • Right from the initial years, the founders believed that the availability
evolve into a viable high-growth business venture? How did it of low cost resources with a much greater analytical ability was a
change over time? great opportunity to tap.
• With this in mind, the company was formed and the new ideas and
Gupta: requirements from the clients pushed Evalueserve to spread its
• “The idea was to take the third party delivery model to niche capabilities to cover wider areas.”
segments of high-end research.
What was the initial growth vision or aspiration of the founding a large number of ESOPs, we could grant them well into middle
team? Was there a sizeable change in this growth vision management and not just at the top. This certainly led to a very stable
or aspiration over time? If a change, please describe. situation at the middle and senior management levels later on, a key
ingredient of success for a young company. As we started growing
Section 7 – Executive Cases: Evalueserve

Gupta: rapidly (up to 100% per annum), of course our A/R started increasing.
• “The initial belief of the founders was that there was some market As in a services company, A/R represents about two-thirds of capital
available for this concept. requirements, we needed some financing even though the company as
• With the markets expanding, the company stepped into offshore markets. such was cash flow positive. We invited four angel investors who took
• Presently, Evalueserve has four research centres, located in Chile, up 1% each. This gave us enough cash for about one year. Then we
China, India and Romania, covering multiple industries across every were very lucky. A billionaire became what one could regard as a ‘super
continent and in more than 50 languages.” angel’ for Evalueserve. Thanks to a very flexible arrangement we could
raise small amounts of money in five consecutive rounds of financing,
Describe the strategy or business model that enabled essentially a ‘line of equity’ analogous to a ‘line of credit’. This had three
your company to achieve its high rate of growth. major benefits for Evalueserve:
1. We did not have to spend a lot of time to find financing. It usually
Gupta: took a few days and a simple addendum to an umbrella contract
• “Wall Street regulations changed, giving a boost to the before the money was in the bank. A dream situation compared
company’s business. to what other start-ups have to go through. We could therefore
• The founders’ willingness to test new projects opened up various spend our time in the marketplace selling, which proved ultimately
new businesses across various countries. most critical, as we would not have been successful without the
• The fortune of having some of the big global corporations as clients founders selling.
in the initial phase drove the company to strive for greater results.” 2. We could retain a maximum amount of equity share for the existing
investors. Had we worked with a private equity (PE) firm, we would
What were the major growth accelerators for your company have had to give away a very significant share of our equity (30+%)
in its high-growth years? in one go very early on. Additionally, the PE firm would have
probably not allowed us to create such a generous ESOP due to
Gupta: the dilution effect.
• “The Human resources strategy was to make the firm get a 3. The investor does not have the pressure to exit like a private equity
professional services outlook rather than a typical business process (PE) firm would have. Therefore, we could focus on developing
outsourcing unit. The management always believed that this the business.
positioning is the best way to attract quality talent and retain it. Overall, this model gave us the time and resources to build the
• Human resources strategized the policies to bring forth the strong company without having to worry about the financing part. Just enabling
values of the firm. This ensured the best talent was retained due the founders to go out and sell was enough in our case to make the
to the firm’s strong value system. company successfully grow. We have not taken any money since 2005,
• The firm provided challenging work assignments, rapid growth and as we are fully self-financing.”
good salary as a retention strategy.
• Initially, employee stock ownership plans (ESOPs) were also given What were the major challenges your company had to handle in
to employees.” its high-growth years, and how were they managed?
Briefly describe the financing of your company and how this Gupta:
financing impacted the growth of your company. 1. “There was a serious disbelief in the business model from the
client side. The clients would not trust knowledge-based work to be
Vollenweider: “When we founded the company, Alok and I put up all outsourced to a different country.
the money required from our personal savings. This gave us a 100% 2. The company started operations in April 2001 and in September the
share at the beginning, as we did not invite any angels. It also allowed terrorist attack in the US happened.
us to create an employee stock option plan with a number of stock 3. The firm had their sales force based out in different global locations.
options that corresponded to 25% of outstanding equity at the time. This helped in winning a lot of businesses.
In hindsight, this was a very good thing, as we could give significant 4. Attracting the best talent into a start-up was a serious issue (the
amounts of ESOPs to our key employees. Due to the fact that we had above-mentioned HR strategies helped in retaining talent).
5. After some years, the company started visiting various institutes and insurance company and a US research company). These and
handpicking the best talent and started to nurture them. a few other engagements allowed us to become profitable by
6. Since the company operated in customized research space, there February 2002.
were no setup standard procedures or standard quality policies. 2. The 2008/2009 financial crisis. Fortunately, we were well-diversified
7. As the company grew, these procedures and standard quality both by industry and by geography, but there were a few quarters
policies were set up in place.” (Q4/08 and Q1/09) that were flat (while fortunately not negative).
The positive side of the crisis was that we focused a lot on improving
Give examples of dark moments or negative periods that your our internal processes and efficiency. So when the crisis was over,
company or you faced as part of your journey as an executive we had a much stronger position. Clearly, keeping people motivated
with this company. during such difficult times is very challenging for senior and
middle management.”
Vollenweider: “While, overall, the ‘ride’ has been very exciting
and positive, we certainly had two difficult moments in the history of What are the key lessons about entrepreneurship and successful
our company. growth strategies you’ve taken from your company experience?
1. The period in Q2/3 2001 (three-to-six months after founding the
EVALUESER VE E VA L U E S E R V E
REVENUE HEADCOUNT
MILLIONS (US$ M)
$ 80 2,500
$ 70
2,000
$ 60
$ 50
1,500
$ 40
1,000
$ 30
$ 20
500
$ 10
$0 0
2002 2003 2004 2005 2006 2007 2008 2009 2002 2003 2004 2005 2006 2007 2008 2009
company) where we were desperately trying to find paying clients for Gupta:
Evalueserve. Unfortunately, the economy turned sour at exactly that • “Business is more about execution than strategy
time and companies became very reluctant to outsource. Additionally, • Business is all about having and managing the right
our credibility at the time was close to zero, as we did not have any people in the right job
E VA L U E S E R V E
reference examples of successful projects. We called this period the • Getting more out of less
TIME-LINE / KEY
double chasm: ‘You want us to outsource our strategic research • EVENTS
Ability to work in a system that has resource constraints
and you want to do this from India on top of it?’ This is the reply we • Small innovations put together add up to become a big one” 
Commences
usually got from prospects weIndia Achieves
had called for contracts. In 2001, the Commences Chile Commences
operations profitability Prepared by Martin Haemmigoperations
and George Foster , 17 November Romania
2010 operations
concept of KPO was completely unknown, as only McKinsey and
very few other companies (GE, Amex) had embraced the concept
DEC of running high-knowledge
JAN processes
JUL from India,
MAR albeit in a captive SEP NOV FEB JUL
2000 2001 2001 2002 2005 2006 2007 2008
fashion. Our burn rate was fortunately not high, as we had started
very carefully, but by Q3/2001 cash
Founded became
Signs really scarce. Fortunately,
first major Commences China Acquires
client, Signed Up operations “Circle of Experts”
at exactly that time we got our first paying customers (a European
Future Group | India
Overview :
Future Group is one of India’s leading business houses with multiple businesses
spanning across the consumption space. While retail forms the core business
Section 7 – Executive Cases: Future Group

activity of Future Group, group subsidiaries are present in consumer finance,
capital, insurance, leisure and entertainment, brand development, retail real estate
development, retail media and logistics.
Quotations from:
Kishore Biyani is a staunch believer in the group’s corporate credo, “Rewrite rules, retain values” and considers “Indianness” as the core value
driving the Group. He launched Pantaloons in 1997, followed by a number of popular retail formats including Big Bazaar, Central, Food Bazaar,
Brand Factory and Home Town, which now cater to almost the entire consumption basket of a wide cross-section of Indian consumers. He has
also led the Group’s foray in capital, consumer finance, insurance, brand development, retail real estate development and logistics.
change over time?
Biyani:
Biyani: • “Opening up of the Indian markets in the 1990s. This liberalization
• “We started with supplying fabrics to the garment industry opened up new avenues for growth. With this came the rising
during the initial two to three years income levels and a change in spending patterns.
• Learned the nuts-and-bolts of the garment industry and retailing • Execution became the key for growth.
in these years • Branding. I firmly believed and still believe in branding as a growth
• Built a garment manufacturing unit for manufacturing and then accelerator and reaching the next level in business.
supplying the garments • Identifying opportunities.”
• Set up various distribution centres to distribute the
garments produced What were the major growth accelerators for your
• Understood that there are no ready-made trousers sold in company in its high-growth years?
the Indian market
• Studied the market to understand the rising income levels Biyani:
and huge market potential in India • “I firmly believe that HR strategy is the key to growth.
• Capitalized this opportunity with the existing manufacturing • In the initial years (even now) the core values were written and the
and distribution set up team worked to achieve them.
• Set up our own stores to sell the trousers manufactured • The company recruited very ordinary people and groomed them to
• Slowly ventured into large-format stores, which housed products become leaders.
ranging from clothing to groceries • Key retention strategy is LSD: Lakshmi, the Indian goddess of
• The Group now operates over 16 million square feet of retail money; Saraswati, the Indian goddess of knowledge; and Devi,
space, has over 1,000 outlets in 73 cities and towns, and the Indian goddess of fearless growth.
65 rural locations across India • The core HR team worked to give a balanced mix of money,
• The flagship company, Pantaloon Retail, employs around 30,000 knowledge and growth to retain the employees.
people and is listed on the Indian stock exchange” • Another key is communication. There are frequent open-house
meetings and weekly group communications.”
What was the initial growth vision or aspiration of the founding
team? Was there a sizeable change in this growth vision Briefly describe the financing of your company and how this
or aspiration over time? If a change, please describe. financing impacted the growth of your company.
Biyani: Biyani: “We have always looked at various combinations of financing

• “My vision has been to capitalize on the immense market depth our company’s fund requirements through a combination of equity, debt
that the Indian consumption market provides. and internal generations. Despite running a growth-based balance sheet
• The core team firmly believes in developing strong insights on Indian initially, we always tried maintaining the debt equity at 1:1. Going forward,
consumers and building businesses based on Indian ideas, as with the focus towards profitable growth, the balance sheet should be
espoused in the Group’s core value of ‘Indianness’. The Group’s well-capitalized for capturing the retail growth momentum and the internal
corporate credo is, ‘Rewrite rules, retain values’. operating efficiencies, largely through cash generations and a combination
• In the initial years, I was solely leading the company. With the growth of debt and equity to finance the residual. We believe the trend towards
of the company in five to seven years, the Group’s key members a minimal incremental capital employed to revenues should continue.
were appointed and I ventured to new avenues with this core group. We have also increased the average maturity profile of our obligations to
• I firmly believe in my decisions and work to achieve targets by over four years.”
passing the responsibility down the hierarchy. Management consultants
are used only to vet the decision, rather than seeking ideas.
• The management aspires to convince the governments that they
should incentivize consumption. All these years, governments have
been incentivizing savings.”
What were the major challenges your company had to handle in retailers either went bust or were forced to relook at their strategies. We
its high-growth years, and how were they managed? too went back to the drawing board and internally realigned our businesses
and strategies, focusing towards profitability, having achieved a significant
Biyani: scale. This has effectively helped us overcome the dark moments.”
Section 7 – Executive Cases: Future Group

• “Belief: The most crucial challenge was to form a team, to convince
them to join a lesser-known firm, which had high ambitions. What are the key lessons about entrepreneurship and
I communicated and instilled the confidence that this journey was successful growth strategies you have taken from your
a long one and needed everyone’s equal participation to make company experience?
it successful.
• Managing growth: Growth for the firm was rampant. Getting Biyani:
growth was not an issue, but managing it was. • “Simplicity pays
• Solution: The firm is divided into logical and creative side. The • Derive more out of minimum things
creative side conceives and the logical side drafts execution model.” • Be decisive
FUTURE GROUP FUTURE GROUP
REVENUE HEADCOUNT
MILLIONS (US$ M)
$ 2,000 35,000
$ 1,800 31,500
$ 1,600 28,000
$ 1,400 24,500
$ 1,200 21,000
$ 1,000 17,500
$ 800 14,000
$ 600 10,500
$ 400 7,000
$ 200 3,500
$0 0
1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
Give examples of dark moments or negative periods that your • Have firm belief in yourself and your decisions
company or you faced as part of your journey as an executive • Look at the whole rather than parts
with this company. • Business is built on soft skills which never get
accounted anywhere” 
FUTURE GROUP
Biyani: “As a company, we have probably not had too many periods
TIME-LINE / KEY
of concern. There may have been instances during our initial formative EVENTS
years when we were learning and understanding our consumers and their
Commenced
responses to categories, 15 etc.,
formats, prices, MW line put enabled us to
which Launched
work IPO Signed US$ 675M Achieved 1GW
business into operation on NYSE supply contract production capacity
around creating aoperations
demand-led business and experimenting with various with Hoku and Suntech
offerings to consumers. These were purely the building blocks towards
creating
SEP our business.
MAY TheSEPmore recent
DEC period of 2008
AUG to 2009DEC
was DEC JUN APR
2001 2002 2002 2003 2004 2005 2006 2007 2008
a learning experience for everyone and also made us aware of the
recalibrated world order. As 10
Incorporated a group,
MW linewe managed to25
weather
MW linethe crisis Expanded production Named Frost & Sullivan
put into operation put into operation capacity to 300 MW Solar Company
quite well and still clocked impressive growth, while some of the other of the Year
Genpact | India
Overview :
Genpact Ltd IndiaGENPACT G E N PA C T

manages business processes, offering enterprise- and industry-
specific services. REVENUE
In 2010, it managed over 3,000 processes
MILLIONS (US$ M)
E X I Tfor
H E A Dmore
C O U N T than 400
clients. Its genesis is with Pramod Bhasin, then a General Electric (GE) senior
$ 1,200 42,000
executive in India. Bhasin was leading the development in 1997 of an in-house

global capacity in Gurgaon, India, to process basic financial transactions for other
$ 1,000 35,000
divisions of GE. This activity grew rapidly and became the General Electric Capital
$ 800 28,000
International Services (GECIS) unit of GE. A China-based operation in Dalian was

set up in 2001 to better service East-Asian clients. In 2004, Bhasin negotiated
$ 600 21,000
Genpact becoming an independent company with General Atlantic and Oakhill

$ 400 14,000
Partners acquiring a 60% stake. In 2004, revenues were US$ 429 million with a
$ 200 7,000
headcount of over 16,000. Genpact listed on the NYSE in August 2007. It has greatly
expanded both in size and in the geographic footprint of its operations since
$ 0
2003 2004 2005 2006 2007 2008 2009
0
2003 2004 2005 2006 2007 2008 2009
becoming independent. The 2009 revenues were US$ 1.120 billion with a head-
count over 38,000. Its operating units outside India include Romania, Guatemala,
Poland and Morocco.
G E N PA C T
First Six Sigma First to set up Oakhill Partners & First global delivery in Crosses First to introduce scientific &
Centre in India; services in General Atlantic corporate/wholesale US$ 1B highly granular approach to
introduces Six Sigma Dalian, China to acquire 60% stake bank for financial in revenue process management – Smart
for Process Transition serve Japan modeling/underwriting Enterprise Processes SEP SM
OCT
1997 2001 2002 2004 2005 2006 2007 2008 2009 2010
1996
Founded as GE First to expand to First to First Indian-based provider Acquires Listed Operations centers in Introduces Lean
Capital’s a Tier 2 city begin KPO to set up services in Creditek (US) on NYSE Cluj-Napoca, Desk, BPaaS,
Operations (Hyderabad) to work Eastern Europe (Budapest, as symbol Romania, Guatemala and cloud
Center in support voice & Hungary) to serve Western “G” City, Lublin, Poland computing
Gurgaon, India transactional work European clients and Rabat, Morocco
Quotations from:
Pramod Bhasin is the president and CEO of Genpact. He headed GECIS operating unit from its genesis in 1997 and its subsequently becoming
a separate company in 2004. His career up to 2004 included over 24 years with GE and RCA across Asia, North America and Europe. He holds a
bachelor of commerce degree from Delhi University and has chartered accounting qualifications. He was chairman of India’s National Association of
Software & Services Companies for 2009-10. Bhasin is a founding member of the International Association of Outsourcing Professionals.
What was the source of the initial idea and how did that idea was obvious. The entire call centre was obvious. But then, very quickly,
evolve into a viable high-growth business venture? How did it we started talking about: ‘Well, why can’t I do risk management? Why
change over time? can’t I do legal work?’ It was very exciting.
Bhasin: “Back in 1997, I was with General Electric in India and had “Key individuals were very important catalysts – people at GE like Gary
Section 7 – Executive Cases: Genpact

a financial background. At that time, GE was already doing software Went and Jack Welch. Went was the guy I worked with, and he kept
development in India for their internal divisions. GE was the pioneer in pushing the button and saying ‘go for it, go for it’. He was willing to try
this. Citibank, British Airways and AMEX were doing back office work new things, which most companies wouldn’t. GE was very entrepreneurial.
in India, but they were small and never took it anywhere. That was the joy of being at GE: hugely entrepreneurial culture and key
people saying ‘go, go try it’. This was 1997.
“The first thing we tried was a call centre – just very basic financial
transaction processing. We knew that credibility was important, so we “We have had different eras at Genpact and the vision has changed with
double-checked everything. We achieved 100% quality, and still had each. First is 1997 to about 2002. This was the pioneering effort era in
huge margins to spare. It was a complete experiment. I had gotten regards to our products, training our people, and building the supply
a few million dollars from my boss at GE when I sold my idea to him. chain of hiring. We were hiring thousands of people a year. Everyone
My boss, although intrigued by the idea, was rightfully sceptical at first. helped in hiring. It was pretty chaotic at times. Hiring four PhDs, three
I remember him observing that I didn’t have a phone connection in India mathematicians, four chartered accountants, four MBAs, five economics
that always worked, but wanted to do work for GE divisions on guys, eight graduates. I got training programmes going on at the same
phone lines. My phone kept hanging up when I was trying to sell him time as I have a supply chain coming – and I don’t even know how
on the idea. to feed them when they show up in the morning, because my caterer
hadn’t shown up. It’s hilarious stuff. Really wonderful stuff. Buses are
“Genpact actually exploded from that simple concept. I think we knew trapped. Then the satellite disk is coming down and I don’t know how
we were onto something fantastic, when we put out an ad to recruit the satellite works. I’m just a financial idiot.
21 people and we got 8,000 applications, out of whom 5,000 were fully
acceptable. The question of whether there is enough quality talent in “The next era is 2002 to 2005. This is really a period of consolidation
India to do this was quickly answered. and a focus on expertise. 2005 onwards was commercialization as a
standalone separate company. In this commercialization phase, we
“The economic proposition was just so compelling when you analysed have had a phenomenal track record. Our global client growth (non-GE
it. You could save 30-40% on the basic work that you did. The software growth) from 2005 to 2010 was 100%. Genpact grew like a rocket.”
outsourcing industry had always existed in India. But this kind of work,
which is live work being done with customers directly, had never really Describe the strategy or business model that enabled
existed. The dynamics of it were different in terms of time, in terms your company to achieve its high rate of growth.
of the training. So we suddenly had to train people in areas like mortgages
in the US. The reason software is just a completely different industry is Bhasin: “The initial strategy was to figure out how much above the
because it’s not live. It’s not reality TV, right? However, when we analysed value chain you can get. Drive operating excellence, build some real
it, we kept on concluding we had a compelling value proposition.” expertise in operations, and expand across India to other places –
so that you had a more diversified business continuity plan. So, that’s
What was the initial growth vision or aspiration of the founding how we went to Hyderabad. We didn’t want to go to another big town
team? Was there a sizeable change in this growth like Delhi, where we started. At that time, Hyderabad was a tier-two
vision/aspiration over time? If a change, please describe. city – less competition and great support from the government. The
Hyderabad government came out and said, ‘Here’s the land, here are
Bhasin: “The vision was very simple. We would do transaction-type the people, we’ll give you space – go’. And we said ‘Ok, done’.
work – we used to call it ‘billings and services’, initially. The name within “The strategy has changed over time. Initially, our hands were
GE was Capital International Services. We didn’t have a clue about the constrained. One of the probably unfortunate things that GE did at that
potential of this, but I think that changed swiftly. The moment that we time was to say you can’t serve third-party customers. We had every
started to plan hiring, we looked at the great skills available in India third party come to us, walk through our doors and say, ‘Can you do
that you can deploy. It was a tremendous opportunity. Finance and this for us?’ Had we done that, I think we would have had huge market
accounting became obvious. Insurance. Anything with a big back office share at an early date. But GE obviously had its reasons and said
strategically this is not a business we want to be in. Do it for the understand the design and optimization of business processes inside
GE divisions. So the strategy was internally GE-driven. Despite the lost out, backwards and forwards. We’re not trying to sell you a technology
opportunity, I think it also helped us. I shouldn’t get away from that. basket. We’re somewhat technology agnostic.
We had great support within GE. I was a GE veteran and that helped
immensely. I knew all the people individually. The Gary Wents, the “Our global expansion has also been an important growth driver. After
Jack Welches, the business heads. They couldn’t have done more India, we set up operations in China. We started in Dalian in 2000.
internally than they did to be our champions. We were the first. We just had our 10th year anniversary. Similarly, with
Romania and Hungary. We are in Mexico and Guatemala and are
“Our strategy has also changed because of what we saw as a huge gap opening a centre in Colombia.
in business process management. It is misunderstood. Every company
reinvents the wheel for itself. My aim around this is to build a real science “We did five acquisitions on the way. Each acquisition came with a great
and become real experts in managing business processes, and driving customer base and often a product or a service, which we don’t have,
improvements in them. I think that’s a massive gap in the world. Go to that fills a gap. Such as revenue cycle management in healthcare. It’s
companies and ask, ‘Are your business processes important to you?’ not something we previously did. But we bought a small company with
They answer, ‘Yes’. Are they vital? Yes. Will they drive products to this expertise, which has proven to us to be very successful. It gets us
profitability? Yes. Could they hinder/drive growth/margins, everything? entry into hospitals, which is one of the biggest markets in many countries.
Yes. How good or bad are they? I don’t know. How much better should
they be? Don’t know. We’ve built something called Smart Enterprise “Our HR strategy was interesting. Our attrition is half the industry
ProcessingSM, where we are building a science for enterprise-level average and we pay average. And that’s vital for customer satisfaction.
processes. So you know a bit like what ERP has done for IT, we’re Otherwise, I’m training somebody in the supply chain every nine months.
doing for business processes. So order to cash, procure to pay, hire to We can’t do it. We basically dealt with hiring, not as HR, but as operations.
retire. Application to funding for a bank. Application to issuance of a Core operations. It’s our supply chain. So we dealt with it and built it
claim policy. We’ve mapped it, we’ve spent two years, millions of with that kind of rigor. We have set up branch offices where we hire
dollars, a dedicated team, and we mapped down at a very detailed people. A financial services bank has branches for loans. Genpact has
level in terms of being able to tell you. Companies that are really good branches for hiring. We have 27 branch offices spread out across India.
are often five times better than the next guy. It’s not incremental. It’s not We built very robust training programmes. We also applied Six Sigma
10%. A bank will give a loan to one set of customers in five days, and to ourselves. We applied it to our hiring engine, and our retention tools.
another bank takes 15 from the same set of customers. The number of Purging people happens early and happens fast at Genpact. One of the
customers they lose as a result is so large. And yet, a bank doesn’t even things we realized is that a lot of people may join us and then realize
know that. Internally, they say, ‘Look I was 20 days, now I’m 15, isn’t it fairly quickly this is not for them. Figuring out how to weed them out
wonderful?’ Well the real answer is you should be three.” early was a very vital part. So we didn’t waste training time on them.
We have turnover of 20%, 25% today. And in our industry it is 50%.
What were the major growth accelerators for your company We bring many people in before we hire them. We make them go
in its high-growth years? through the rounds. We make them go through the transportation
issues. We make them go through the evening shifts. They quickly get
Bhasin: “A key accelerator from the start was our value proposition. a feel for working at Genpact. And some leave in this ‘is this for me
It was basically arbitrage – speed, cost and quality. The fact that we phase’ which is exactly what we want.”
could get this done so quickly, at 30-40% of the domestic price, was
very compelling. Along with that, we had an environment in the US Briefly describe the financing of your company and how this
where it was hard to get employees. And telecom costs from India were financing impacted the growth of your company.
going down further. So access, connectivity, etc., was very good.
After that, I think it really became operating excellence. So Six Sigma Bhasin: “This is a cash-rich business. You don’t need that much financing.
lean productivity drivers, all of those elements, became huge levers. Typically, you are going to governments and saying give me land, and
And we were able to demonstrate that on a given business process, I’ll bring employment and training to you. We went to Hyderabad and
we could increase productivity by 30%, 40% or even 50%. Digitize said you give us 25 acres. We went to Jaipur; they gave us 5-10 acres.
it. Re-engineer it. Improve it thousands of ways! Our model is really We build very often or we just go to a landlord. In Delhi, we go to
focused on operating excellence. So unlike Accenture, which is focused landlords; it’s too expensive to buy. So we part lease – part buy.
on consulting and technology, we’re operators. We execute. We “I led the spin-off of Genpact in 2004. I looked around, and by then at
least 10 new companies had started doing what we were doing. We What were the major challenges your company had to handle in
weren’t going to grow at the same pace that we had, just because how its high-growth years and how were they managed?
much can you grow as a captive? We were already US$ 300 million at
GE. I went to GE and said look, there’s some real value we’ve created Bhasin: “The early days were incredible both in terms of growth and the
here. We can, with a good contract, serve you very well. And in addition, challenges we had to face. We were starting from scratch. For example,
Section 7 – Executive Cases: Genpact

with a spin-off, GE can get some real value out of this. It will also give we were working at night. So how do you get people back and forth
the management team a good objective because, otherwise, you’re with no public transport? We also had Indian regulatory bodies questioning
going to lose them. Immelt, the CEO of GE, knew us very well by then. what we did. Telecom in India in those days was highly regulated. The
What was paramount to GE was that we would maintain customer concept of your dialling from India through a private line to customers in
service and satisfaction for their business units. We had to continue to the US was an anathema to the regulators. They kept asking, ‘Are you
serve, and we couldn’t get distracted by being spun off and then being trying to set up an independent telecom company without paying for a
commercial. That was one of the biggest challenges we faced in 2005. license?’ So getting through those hoops was interesting.
How do you spin off? How do you go commercial? But how do you
preserve the excellence of what you do for our then largest customer “Two really important challenges were: 1) hiring and training people,
and for new customers? and 2) running operations. How do you train people in the wide range
of type of work that we were doing? And in subject matters that they
“GE owned 100%, and in our 2004 spin-off they sold 60%. Genpact were completely unfamiliar with? We made big investments in Six Sigma
didn’t need financing at all. Private equity paid GE for the 60% they sold and lean training. We put a lot of effort and money into that. I said right
– General Atlantic Partners, Oak Hill Capital Partners and Wachovia. up front that ‘credibility and quality will be key’. When you looked at the
We also raised some debt at that time and leveraged ourselves. We economics, the economics were so compelling. However, I cautioned
also created a 5-10% pool for management. Frankly, we did a lot with that ‘people will not care as much if I do 35% savings versus 30%
GE’s support. The biggest point, and I don’t want to lose this, is that savings’. What they will care about is if we screw up. No matter how
GE taught us an enormous amount. Without GE, we wouldn’t have small it is. You know, one of our customers said it well. A lot of issues
learned 40% to 50% of the things. How do you learn about supply in their own customers’ premises would be a systems issue, or a
chains? How do you learn about treasury management, when you’re technology issue, or a person issue. But if we have the same issue at
not doing that kind of work in India? How do you teach your people? Genpact out there in India, it’s an Indian issue. That was a negative code
With GE, the joy was, you call up somebody in a business unit and say, word. We figured that out very early. Otherwise, we’d never see the light
‘Guys, we want to do this, we can do it, we have the raw material. of day. Everything would be highlighted because you have a lot people
Can you send the trainers over?’ And yes, the trainers would come watching this to say how Genpact’s Indian-based venture was going to
and train our people. It was a huge advantage for us when we went fail? So, I think we made some very good bets at that time. And the best
commercial because, suddenly, we were going out with skills that bets we made were on training – Six Sigma became core. It’s become
nobody expected us to have. Right? I remember several competitors in part of our DNA.”
2004 warning me, ‘When you go commercial, you’ll find out what real
life is like’. And we walloped them, right from day one, out the gate. Give examples of dark moments or negative periods that your
Why? Because we always ran it like a commercial entity within company or you faced as part of your journey as an executive
GE. We never ran it like a cost centre. We made profits. We had with this company.
productivity targets. We had profit targets – within GE. I was not going
to run this like a cost centre, because I knew I’d lose the calibre of Bhasin: “Lots of dark moments. The explosive growth in the early days
people I could attract. certainly came with dark moments. The early explosive growth frankly
was too hard. And too fast. We were just pumping things through as
“We went public in August 2007 on the New York Stock Exchange. fast as we could. I remember clearing out desk space and floor space
We raised US$ 35 million with market capitalization of US$ 2.8 billion.” because other buildings were not ready. A desk for two now had five
people working on it. It was sardine-land at times in our operations.
However, you also want that energy in a pioneering effort. In the early
days, nobody knew how big this was going to become, including us.
We had a tiger by the tail. We were running after it every night, and then
we said, ‘Now what?’ We literally had a tiger by the tail.
“One big dark moment was in 2000, when we hired a huge number of 2. Get real problem-solvers into the organization at an early stage.
new people. We had operating problems everywhere. We just had to You are going to hit unknown hurdles all the time. How do you
slow it down and say, ‘We’re going to get this right’. My China boss at cater? How do you get people to work? How do you get them back
the time even described the early days of my China operation as a ‘One from work? How do you deal with laws that don’t allow you to hire
Sigma operation’. That hurt and we put a huge effort to quickly ratchet women that can work in the evening? How do you deal with
up the China operations, which we did. telecom issues? So find problem-solvers who are flexible, innovative,
adaptable and, most importantly, can just get things done.
“Both 9/11 in 2001 and the 2008/2009 global financial crisis were very 3. Focus on quality right up front. I don’t know of any start-up where
difficult moments – especially understanding the implications of each. this isn’t a big issue. Build a culture around quality early, because
Understanding what each potentially could do to global trade. Business it’s much harder to change it later. Decide what your DNA is going to
continuity planning-type issues had to be put on the front burner. be, and build it. Because I think if I tried to change my DNA now,
“At an operational level, we had some dark moments with bandwidth. I’m dead. I don’t have a chance.
Running out of bandwidth. Getting bandwidth on time. In place. 4. Localize as fast as you can. Build a local management team every
Getting it done.” time. Every time we did it another way, we screwed up.
5. Companies in emerging economies should learn from other
GENPACT G E N PA C T
REVENUE EXIT HEADCOUNT

MILLIONS (US$ M)
$ 1,200 42,000
$ 1,000 35,000
$ 800 28,000
$ 600 21,000
$ 400 14,000
$ 200 7,000
$ 0 0
2003 2004 2005 2006 2007 2008 2009 2003 2004 2005 2006 2007 2008 2009
What are the key lessons about entrepreneurship and successful emerging economies. A new venture in healthcare in India has more
growth strategies you take from your company experience? to learn from healthcare in China than it does from observing the
Mayo Clinic in the US.” 
Bhasin:
G E N PA C T
1. “If you have a compelling value proposition, go through with it. I Prepared by George Foster and Martin Haemmig, 19 November 2010
asked many people about this idea before we first TIME-LINE

executed in 1997, / KEY EVENTS
and most said it won’t work. Expect negatives. Expect cynicism.
First
But Six Sigma
if you First to set upyou haveOakhill
have a compelling value proposition, to go Partners & First global delivery in Crosses First to introduce scientific &
Centre in India; services in General Atlantic corporate/wholesale US$ 1B highly granular approach to
through withSixit Sigma
introduces and prove it. Dalian, China to acquire 60% stake bank for financial in revenue process management – Smart
for Process Transition serve Japan modeling/underwriting Enterprise Processes SEP SM
OCT
1997 2001 2002 2004 2005 2006 2007 2008 2009 2010
1996
Founded as GE First to expand to First to First Indian-based provider Acquires Listed Operations centers in Introduces Lean
Capital’s a Tier 2 city begin KPO to set up services in Creditek (US) on NYSE Cluj-Napoca, Desk, BPaaS,
Operations (Hyderabad) to work Eastern Europe (Budapest, as symbol Romania, Guatemala and cloud
Center in support voice & Hungary) to serve Western “G” City, Lublin, Poland computing
Gurgaon, India transactional work European clients and Rabat, Morocco
GenPharm | US & Netherlands
GENPHARM GENPHARM
Overview : REVENUE I N C O M E ( L O S S ) F R O M C O N T I N U I N G O P E R ATIONS

MILLIONS (US$ M) MILLIONS (US$ M)
GenPharm International Inc. (GenPharm) was founded in December 1988 and

$ 8 $ 4
quickly became a leader in the research and development of transgenic animal

$ 7 $ 2
Section 7 – Executive Cases: GenPharm

technology for human healthcare products. GenPharm was formed as a result
$ 6 $ 0
of the merging of two small biotechnology firms – Genfarm BV of the Netherlands

$ 5 $ -2
and Chimera Biotech, Inc. of San Francisco. It was a venture in the life sciences
$ 4 $ -4
area that showcased both the opportunities and challenges of an early stage
bi-continent company. GenPharm attracted financing from a rich array of sources
$ 3 $ -6
and built an impressive research portfolio of products. Given its early stage,
$ 2 $ -8
minimal revenues and losses were the norm. GenPharm had a roller coaster ride
$ 1 $ -10
and in 1997 was sold to Medarex. The GenPharm patents and products were
$ 0
1990 1991 1992 1993 1994 1995 1996 1990 1991 1992 1993 1994 1995 1996
a pivotal driver in Medarex’s subsequent large billion-dollar increase in market

capitalization.
GENPHARM
Raises First transgenic US PTO office GenPharm Cell GenPharm GenPharm Medarex
US$ 4.1M mice to issues 2 patents receives Best Genesys Int’l spins files patent acquires
GenPharm GenPharm (Series D) produce re transgenic Scientific files lawsuit off infringement GenPharm Int’l
BV. Int’l formed from human immuno- Achiever Award alleging Gene- suit against for stock
founded European antibody deficient mice at Biotech IP theft Pharming Abgenix/Cell valued at
investors diversity Conference Europe Genesys US$ 65M
APR AUG JUL AUG DEC FEB DEC JUN OCT 1/11 FEB OCT APR OCT OCT JAN
1988
1988 1989 1990 1991 1991 1992 1992 1993 1993 1994 1994 1994 1995 1996 1997 1997
Chimera Raises US$ First Files EISAI Herman, first GenPharm US PTO Cell
Biotech 6M (Series transgenic registration collaboration transgenic Europe issues two Genesys
founded C) in US dairy calf statement agreement. bull, sires first produces US patents withdraws
venture to go IPO Up to US$ transgenic human for transgenic lawsuit
financing 25M offering collagen in mice
milk of producing
transgenic human
mice antibodies
Quotations from:
Jonathan MacQuitty was the CEO of GenPharm International between 1988 and 1997. Before this, he held business development positions
at Genencor and Genentech. He is currently a partner at Abingworth, a private equity firm in the life sciences and healthcare. MacQuitty has
served on multiple boards of directors. He has an MA from Oxford University, a PhD in chemistry from University of Sussex and an MBA from
Stanford University.
Sam Colella, a managing director at Versant Ventures, is a leading venture capital investor in life sciences, with more than 30 years of experience.
With MacQuitty in 1988, he put together the merger of Genfarm and Chimera Biotech to form GenPharm International. He was a Board member of
GenPharm over its life until the sale to Medarex in 1997. He has played a key role at both the individual life sciences company level and in building
two venture capital firms – Institutional Venture Partners (IVP) and Versant Ventures. He previously was president of Spectra-Physics. Colella has a
BS in business and engineering from the University of Pittsburgh and a MBA from Stanford University.
What was the source of the initial idea, and how did that idea part of the Dutch economy. Since milk was a commodity, the Dutch
evolve into a viable high-growth business venture? How did it government wanted to think of value-added products to make using
change over time? the cows. When we went to them and said, ‘Why don’t we develop
cows that make pharmaceutical products?’ They thought it was
MacQuitty: “The initial idea was based on a project at Genencor where a brilliant idea so the Ministry of Agriculture sponsored our work on
I worked in 1988 as Vice-President of Commercial Development. one of its farms.”
Genencor was focused on genetically engineering microorganisms to
produce proteins. The next frontier was to try to produce transgenic milk What were the major growth accelerators for your
using genetically engineered cows. Herb Heyneker, the head of R&D company in its high growth years?
at Genencor, and me as head of business development, helped an
ex-Genentech colleague of ours, Herman de Boer, to start this project at MacQuitty: “Collaboration agreements were a major growth accelerator.
the University of Leiden in the Netherlands with backing from Genencor.” They enabled us to work with corporate partners to develop new
products that could be specific drugs or sets of drugs for particular
What was the initial growth vision or aspiration of the founding indications. These agreements could be structured in many different
team? Was there a sizeable change in this growth vision ways, but they generally consisted of three parts.
or aspiration over time? If a change, please describe. 1. They specified what research would be performed. Typically, the
corporate partner would pay GenPharm support fees in exchange
MacQuitty: “GenPharm International arose out of a merger of Genfarm for the initial research and development.
BV (Netherlands) and Chimera (California). In the middle of 1988, I met 2. The agreements would specify milestones throughout the research
with Sam Colella of IVP. We had just started Genfarm BV and Sam and and clinical phases. Generally, GenPharm would receive additional
two other venture capitalists had started Chimera, which at that stage payments if these milestones were reached.
was a small shell company with no management team and no detailed 3. Finally, the agreements would specify which party would have the
project ideas. Our project had a management team and ideas but rights to market the final product(s) and how the proceeds would
no money. I suggested to Sam we combine both entities to form one be allocated. Whatever way the marketing rights were divided up,
well-financed company with both management and projects. We GenPharm would usually get a royalty payment.”
merged on a one-to-one basis. It’s always better in a merger if both
sides feel they have equal power. Sam was insistent that one condition Biotech Strategy
of the merger was that I would have to leave Genencor and become “Every biotech company out there was doing this type of collaborative
president and CEO of the new company. In April 1989, the combined agreement. The trick is to start collaborations as soon as possible
company was established. GenPharm International was the holding because they serve as a source of non-dilutive dollars for small
company, based in the United States. The two operating subsidiaries companies. As a young company, there are also a number of variables
were GenPharm Europe BV and GenPharm US.” you want to get. You want to get some of the money up-front, and to
make sure the royalties are large. And finally, be certain that you retain
Describe the strategy or business model that enabled some rights to market the product in order to eventually build up a sales
your company to achieve its high rate of growth. and marketing infrastructure.”
Colella: “On the US side, GenPharm would focus on developing Briefly describe the financing of your company and how this
transgenic mice that could generate human monoclonal antibodies for financing impacted the growth of your company.
therapeutic and diagnostic purposes, as well as developing transgenic
mice and rats that could be used as research models for the discovery MacQuitty: “GenPharm International had multiple sources of
and testing of new drugs. In the US, we were looking for the ‘killer app’ finance, including:
that was the human monoclonal antibody. Prior to this time, there was 1. Venture capital: Series A and B were for Chimera. Series C in August
great hope for antibodies but they had not taken off. This was because 1989 for GenPharm was for US$ 6 million (blue ribbon set of
people had humanized mouse antibodies, but humans still had immune investors including IVP, Delphi, KPCB, and Merrill Pickaard). Series
reactions to these antibodies. The ultimate goal was to create a fully human D, in July 1990, was for US$ 4.1 million with a group of European
monoclonal antibody so that people wouldn’t have an allergic reaction.” investors including Abingworth (United Kingdom), Atlas
(Netherlands), Charterhouse (United Kingdom), and Euroventures
MacQuitty: “In Europe, GenPharm would pursue the production of (Netherlands). We did the Series D less than a year after we had
pharmaceutical or nutritional proteins in the milk of dairy cattle. received our Series C round of financing in July 1989. I went to the
It made sense to focus on cattle in Holland because cows were a huge board and told them that we were going to raise another round.
We didn’t need the money, but we did need local advisers who understood antibodies using transgenic mice, now seeks to regain the lead by trying
the culture. I wanted these advisers to also be investors so their to cry foul. At best, this is poor sportsmanship; at worst, an attempt to
interests would be aligned with those who already had equity in the use legal process for extra-legal means. We are considering appropriate
company. In December 1991, we did a US$ 12 million Mezzanine legal responses.’ With a lawsuit hanging over our head, the board
Section 7 – Executive Cases: GenPharm

round with five new investors (including NEA and Glynn Ventures). decided to pull the IPO. This failure to be able to do an IPO was a major
2. Small Business research grants: Awarded in May 1991 (US$ contributor to some pretty subsequent dark moments at GenPharm.”
100,000) and August 1992 (US$ 500,000).
3. Collaboration agreements with pharmaceutical companies and What were the major challenges your company had to handle in
other corporations: Eli Lilly in September 1992, and Collagen in May its high-growth years, and how were they managed?
1993. In June 1993, Eisai agreed to make research and milestone
payments up to US$ 25 million. In March 1997, Centocor agreed to MacQuitty: “There were the major challenges that a normal biotech
make research and benchmark payments up to US$ 57 million. company has to handle. There was extra complexity because we were
4. Government loans: The Netherlands Ministry of Economic Affairs operating on two continents. I remember one of the original investors,
provided an $US 11.5 million loan under the Technical Development prior to the merger, told me that if we were to combine the two entities,
Credit Scheme. These were soft loans. There was no collateral he thought I was going to find it hard to manage them. I thought, ‘Well,
associated with them and you did not have to pay them back until I am responsible at Genencor for managing our European operations, so
you earned revenue on the products developed with the loan. Therefore, I think I know how difficult it will be.’ He smiled and said, ‘Yes, but it will
from a biotech company’s perspective, that kind of money was like a still be difficult, Mr. MacQuitty.’ He was right. In Europe, they definitely
grant. It had the same financial impact a grant does, and it was not have different objectives and different processes for getting work done.”
on your balance sheet so it was very, very attractive.
5. IPO Efforts: We had two failed efforts. In February 1992, the IPO Salary Debate
window seemed to be open to young biotech firms, so we decided to “At the time GenPharm International was formed, scientists in Europe
file for an initial public offering. The company planned to use the net were paid approximately 20 to 25% less than scientists in the US,
proceeds from the offering for research and development expenditures, so we had to decide whether the company should pay researchers in
for expenses related to plant and equipment (principally for research both locations the same salary. We also needed to decide if they should
laboratory and pilot production facilities), and for general corporate receive the same stock options. We debated these issues for a long
purposes. While interest was high in GenPharm’s IPO, on 16 April time. Eventually, we decided to pay different salaries but grant identical
1992 the company announced that it decided to postpone the offering. stock options. At first, this caused some discussion in the organization
Centocor, a major biotechnology company, had recently suffered a because we were paying people at the same level different salaries. We
clinical setback with an antibody product. As a result, Centocor’s countered this by saying that that the costs of living were different and
stock price had dropped and dragged down the biotech sector with that we were paying prevailing market rates in each location. We also
it. Essentially, the window closed overnight for biotech firms. We had countered pay differences by granting stock options equitably across
to postpone the IPO indefinitely.” the company at each level. Even though GenPharm decided to grant
stock options equitably, the company still had to customize the stock
Lawsuit Sinks IPO option program in each location.”
“In early 1994, we planned to file for another IPO. One of GenPharm’s
rivals, Cell Genesys, Inc. had successfully completed its IPO in January Holland Research Debate
1993, securing US $44 million in funding and a secondary offering “In Holland, you got taxed on a stock option when it was granted, but
in November 1993, raising another US$ 38 million. GenPharm felt there was no capital gain if you bought a stock and subsequently sold it.
that a public stock offering would give it the financial wherewithal to Therefore, in Holland, we did reverse vesting stock programmes. In the
launch clinical trials of monoclonal antibody drugs and to set up the US, on the other hand, there was no tax on the option, but there was a
manufacturing facilities needed to supply antibodies to pharmaceutical capital gain if you purchased and sold the stock. Therefore, in the US we
company partners. On 1 February 1994, a few days before we were to had to issue the stock options in exactly the opposite way than we did
have filed for our IPO, Cell Genesys filed a lawsuit in state court against in Holland. Even though GenPharm decided to grant stock options
GenPharm, charging the company with having stolen a trade secret for equitably, the company still had to customize the stock option program
inactivating a mouse gene. The day after the suit was filed, we issued a in each location. There were also protests we had to deal with in the
press release that included the following: ‘We deny categorically every Netherlands. We were engineering cattle in Holland, the country
accusation of wrongdoing made against us. The allegations of the probably most sensitive to genetic engineering, other than Germany,
complaint are speculative and the speculations are wrong. We believe in all of Europe. The animal rights groups put posters on all of the bus
that Cell Genesys, having lost the race to be first in generating human stops that showed a cow with women’s breasts on it that read, ‘Can we
allow GenPharm to do this?’ We caused so much controversy that we are going to continue to pursue the science, make progress, and keep
were debated in the Dutch Parliament on several occasions, and a Royal this thing alive.’ Jonathan, for example, worked for part of the time
Commission investigated the company. We brought in different groups without a salary. We basically had to run things on a shoestring because
to study and debate the issues surrounding our research. We had ethical we had to put all of our capital into defending the lawsuit. The lawsuit
experts debate the topic, but our best advocates were actually the patients dramatically changed the direction of the company. Instead of executing
we were trying to help. As several explained in public debates and on an IPO, the company had to abandon its fundamental strategy and
national television, their lives might depend on the products that GenPharm reorganize for survival. The result was the company spun off its
was hoping to make. Eventually, the Royal Commission voted in favour European operation into a company that we named Pharming BV and
of allowing GenPharm to proceed with its work in the Netherlands. We were reduced its US staff down to a handful of scientists. The CEO and the
worried that the Ministry of Agriculture might just lose heart at some point Board were then consumed by depositions and defending their legal
in time. We continued to bring in behavioural experts to observe the cattle position. The tragedy is that in the end there was no evidence of
and we made sure we treated them like royalty. In the back of our minds, wrongdoing and a company that had been on an accelerated growth
however, we knew there was always a chance that things could change.” path ended up being sold with the subsequent acquirer growing the
business into its final multibillion dollar realization.”
GENPHARM GENPHARM
REVENUE I N C O M E ( L O S S ) F R O M C O N T I N U I N G O P E R ATIONS
$ 8 $ 4
$ 7 $ 2
$ 6 $ 0
$ 5 $ -2
$ 4 $ -4
$ 3 $ -6
$ 2 $ -8
$ 1 $ -10
$ 0
1990 1991 1992 1993 1994 1995 1996 1990 1991 1992 1993 1994 1995 1996
with this company.
MacQuitty: “The key lessons I take away in terms of entrepreneurship
GENPHARM
MacQuitty: “As a result of the 1994 lawsuit from Cell Genesys, we found and successful growth strategies are:
TIME-LINE / KEY
it increasingly difficult to raise money or sign additional R&D collaborations. 1. EVENTS
Have a clear initial vision of where you want to go and realistically
This necessitated selling off parts of the business, renegotiating existing how to get there.
Cell
Raises First transgenic US PTO office GenPharm GenPharm GenPharm Medarex
collaborations, relocating facilities
US$and finally laying
4.1M off 80 to 90%
mice to issuesof2 patents
the 2. BeBest
receives Genesys
flexible and opportunistic
Int’l about
spins ways in which item
files patent one can be
acquires
GenPharm GenPharm (Series D) produce re transgenic Scientific files lawsuit off infringement GenPharm Int’l
workforce. I remember the painfrom
of writing and sending a memo to all Achiever Award oralleging
improved modified. for stock
BV. Int’l formed human immuno- Gene- suit against
employees
foundedsaying, ‘It is difficult European
to predict whatantibody
will happen over the next
deficient mice at3.
Biotech IP theft
Recognize that there will major bumps
Pharming valued
along the way
Abgenix/Cell andatbe ready
investors diversity Conference Europe Genesys US$ 65M
two weeks. Events keep changing from day to day. However, I think to deal with them both intellectually and emotionally.
employees
1988 should
APR understand
AUG JULthat there
AUG is DEC
a significant
FEB probability
DEC that a OCT 4. Be
JUN 1/11 persistent
FEB in OCT
executing
APR your strategy.
OCT In this way
OCT GenPharm,
JAN
1988 1989 1990 1991 1991 1992 1992 1993 1993 1994 1994 1994 1995 1996 1997 1997
decision will be made to cease operating early next month.’” which was worth essentially nothing in 1995, five years later was
Chimera Raises US$ First Files EISAI Herman,
worth over first GenPharm
US$ 2 billion. It’s a roller US PTO 
coaster!” Cell
Biotech 6M (Series transgenic registration collaboration transgenic Europe issues two Genesys
Colella: “What was left in
founded C) the US in 1995
in US was
dairy calfa reallystatement
shrunk-down agreement. bull, sires first produces US patents withdraws
venture
organization. At one point, we had about 70 people intothe goUS,
IPO but weUp
hadto US$Preparedtransgenic
by George Foster, 18human
November 2010 for transgenic lawsuit
financing 25M offering collagen in mice
to scale down to just nine people. And God bless those nine people. milk of producing
They were committed believers in what we were doing. They said, ‘We transgenic human
mice antibodies
GROUPE SOCOTA G R O U P E S O C O TA
Groupe Socota | REVENUE

Madagascar HEADCOUNT
MILLIONS (US$ M)
371 US$
$ 100 6,000
Overview :
Groupe Socota is a revitalized and refocused company that is now positioned with
$ 80 4,800
major revenues outside Madagascar. The Groupe has a rich heritage (starting in
Section 7 – Executive Cases: Groupe Socota

$ 60 3,600
1930) as a sizable employer in Madagascar. It experienced several roller coasters
that are related to political and regulatory shifts. This has led to multiple re-starts
$ 40 2,400
that had sizeable aspects of an entrepreneurial enterprise. Starting in 1989, the

textile subsidiary Cotona emerged as a re-privatized company. Groupe Socota
$ 20 1,200
currently has two vertically-integrated focal areas: (1) seafood operations including
importing into Europe from Madagascar and many other areas, and (2) textiles and
$ 0
89 90 91 92 93 94 95 96 97 98 99 00 01 02 03 04 05 06 07 08 09
0
89 90 91 92 93 94 95 96 97 98 99 00 01 02 03 04 05 06 07 08 09
clothing, including manufacturing in Madagascar and a design studio in Paris with

Textile & Clothing Seafood Textile & Clothing Seafood
a global customer footprint. In 2009, there was a significant shift to seafood operations
with a joint venture agreement with R&O, a French-based seafood distributor.
G R O U P E S O C O TA
Opening of Cotona’s market Paris Marketing Political crisis Closure of Closure JV with Reynaud
Socota Textile Mills share plummets & Design Studio CCC of PMM within R&O
(STM) Mauritius established
1989 OCT OCT

1989 1991 1992 2000 2002 2003 2005 2006 2008 2009
1991 1996 1996
Reprivatization Political Takeover of Opening of OSO first Merger in Obama administration

of Cotona crisis PMM/OSO Cottonline organic Madagascar of rules against US
Fishing (garments) shrimp Cotona & STM import tax relief
Quotations from:
Salim Ismail has led this family-controlled group since 1967. The Ismail family immigrated to Madagascar from the Province of Gujrat in India.
He was educated in France with an undergraduate degree in engineering (ENSIT) and MBA degree from Sorbonne Graduate Business School,
Paris. Groupe Socota is a Global Growth Company of the World Economic Forum.
(The emphasis in the quotations below is on the revamped recent eras of Groupe Socota, where many issues of an early stage entrepreneurial
company have occurred).
What was the source of the initial idea, and how did that idea 1. Redeploy its activities toward export market catering for higher
evolve into a viable high-growth business venture? How did it demanding customers.
change over time? 2. Internationalize its regional set-up in order to minimize exposure
to political turmoil often occurring in African countries.
Ismail re post 1991 era: “The market liberalization which occurred in 3. Diversify towards new businesses such as food industry
the late 1980s had dramatic consequences on the local market which and real estate.”
shrank drastically because of illegal imports. As such, Cotona had no
other choice than to take the following steps:
What was the initial growth vision or aspiration of the founding 3. Consistency of the quality of our products, short lead times
team? Was there a sizeable change in this growth vision and reliability of our delivery dates.
or aspiration over time? If a change, please describe. 4. Fast response and flexibility to market changes and to fashion
trends. As such, we act as a designer of fashion solutions and
Ismail re post 1991 era: “Cotona was the first company to be ‘turnkey’ products. We laser-beam our focus on making
re-privatized in 1989. My dream to recover the control of our company our customer’s life easy.
became reality. However, the government liberalization process opened
the local market to fraudulent imports of used garments. As a result, Seafood Brands
Cotona lost two-thirds of its market share in less than two years, leaving Our seafood business has two major brands – OSO (organic shrimp)
us with a vital dilemma: either redeploy our activities towards exports or and ‘REYNAUD’, which includes distribution of a wide range of highest-
disappear as most of our competitors did. The creation of an export- quality products covering 500 different species of fish and shellfish
processing scheme by the Madagascar government encouraged us sourced in various countries of the world, such as Canada, Ireland,
to undertake a redeployment project in 1993. With the support of the Australia and Greece. These products are processed in three plants
European Bank of Investment (EIB), and the International Finance located in France. They are packed in flexible packaging for ready-to-eat
Corporation (IFC), US$ 20 million was invested to re-convert Cotona and easy-to-prepare instant meals and sold to demanding customers
from an African market-focused company to a western consumer- whether they are chefs or consumers through a network of fishmongers.”
focused company. Major decisions taken at that time dramatically
changed our evolution: What were the major growth accelerators for your
1. Implementation of a diversification strategy with the launching in company in its high-growth years?
2006 in the north of Madagascar of the first worldwide organic
shrimp farm operating according to the standards of the French Ismail: “The growth accelerators could be summarized as follows:
Ministry of Agriculture (Agriculture Biologique ‘AB’ label). 1. Long-term competitive advantages of Madagascar
2. Establishment of a clothing manufacturing plant in 2. High quality differentiated products sold with a reliable service
Madagascar in 2003. adapted to customer needs
3. Merger in 2009 of our farming operations (named OSO) with 3. Downstream integration allowing a direct access to the market with
Reynaud, a leading distribution company of the French market ‘turnkey’ products
specialist in seafood and fresh water products. 4. Highly motivated people inspired by a strong corporate culture
4. Merger in 2009 of Cotona and Socoto Textile Mills LTD, a weaving 5. Careful and demanding selection of machinery and
and finishing mill that we founded in Mauritius in 1989.” equipment suppliers
6. Careful and demanding selection of raw material suppliers
Describe the strategy or business model that enabled 7. In terms of image, integration of our operation in their social and
your company to achieve its high rate of growth. natural environment through various sustainable development
programs, including:
Ismail: “Our business model has significantly evolved in the past five to • Appropriate working conditions for employees
10 years. Regarding our textile operations, Cotona has become a • Healthcare for themselves and their families
dedicated fabric mill to our garment plant and both plants are driven • Systematic utilization of raw material and production processes
by a design and marketing studio located in Paris at the heart of our with low carbon footprints
markets. We are now a more vertically integrated company. • Used water treatment and recycling
• Biomass fired boilers
We are positioning ourselves as a specialist of casual wear (not just • Waste collection and incineration systems and used
a fabric supplier) and we target fashion market segments with a water treatment plants
differentiation strategy based on four key elements: 8. Passion of the top management team.”
1. Full vertical set up – from cotton fields to finished fabrics allowing
a trouble-free sourcing for our customers. This has been the Briefly describe the financing of your company and how this
cornerstone of our development. This strategy in the past five years financing impacted the growth of your company.
includes securing upstream production as well as building
downstream integration. Ismail: “By experience, we manage our financing with a clear objective
2. Innovative design of garment styles and fabric patterns with to limit our indebtedness and the impact of excessive interest charges
continuous product development carried out through an ongoing on our cost structure. Our activities are highly seasonal so we need to
dialogue with our customers. keep enough flexibility in terms of cash to cope with market downturns.
We received financial support from the European Bank of Investment garments duty-free access to the US market. This decision was taken
(EIB), the International Finance Corporation (IFC), and the French by President Obama following the constitutional crisis that occurred in
Development Bank AFD when shifting Cotona’s consumer focus to Madagascar in 2009. This meant that we had to replace more than 30%
western markets in the 1990s. Our investment in OSO’s organic shrimp of our market over three months. Groupe Socota has encountered
Section 7 – Executive Cases: Groupe Socota

farms was financed by long-term loans provided by the German multiple downturns due to political uncertainties in this difficult part of
Development Bank (DEG).” the world. These two examples illustrate our sad daily news. However,
our fighting spirit is still there, and we have a vision of what we want.
What were the major challenges your company had to handle in This keeps us alive and ensures that we keep moving forward.”
its high growth years and how were they managed?
Ismail: “Our market position relied primarily on our creativity and growth strategies you’ve taken from your company experience?
competitiveness. The mindset and behaviours of our people were a
strong key in this process. Our first challenge was to spread and keep Ismail: “Examples of my learning include:
alive a corporate culture centred on customer satisfaction, performance 1. Be open to new ideas and new ways of thinking, and translate
and ongoing progress. The second challenge was to master the these into action.
GROUPE SOCOTA G R O U P E S O C O TA
REVENUE HEADCOUNT
MILLIONS (US$ M)
371 US$
$ 100 6,000
$ 80 4,800
$ 60 3,600
$ 40 2,400
$ 20 1,200
$ 0 0
89 90 91 92 93 94 95 96 97 98 99 00 01 02 03 04 05 06 07 08 09 89 90 91 92 93 94 95 96 97 98 99 00 01 02 03 04 05 06 07 08 09
Textile & Clothing Seafood Textile & Clothing Seafood
know-how in the new areas of business where we had invested – 2. Develop innovation capacity and be ready to re-engineer the existing
clothing manufacturing, shrimp farming, seafood distribution. We did business model.
this by opening equity to first-rank international joint-venture partners.” 3. Develop a long-term vision and keep a fighting spirit. Every crisis
offers salutary opportunities.
G R O U P E S O C O TA
Give examples of dark moments or negative periods that your 4. Unite people around a strong corporate culture that empowers them.
TIME-LINE / KEY
company or you faced as part of your journey as an executive 5. EVENTS
Integrate business within its social and natural environment. Make
with this company. decisions that are compatible with the general interest of the society.
Opening of Cotona’s market Paris Marketing Political crisis Closure of Closure JV with Reynaud
For example, we have a responsibility in Madagascar of being a
Socota Textile Mills share plummets & Design Studio CCC of PMM within R&O
Ismail: “A classic
(STM) Mauritiusdark moment occurred at the end of the 1960-1975
established major employer. Some of our employees had their fathers or mothers
era. This is permanently engraved in my memory. In June 1976, we working at Groupe Socota.
heard
1989 that our family business was
1991 being nationalized.
1989
1992 2000 This was a very
OCT
2002 2003 6. Do 2005
well by doing
OCT
2006 good!” 2008
 2009
1991 1996 1996
dark moment.
Reprivatization Political
Takeover of Prepared by
Opening of George Foster,
OSOMartin
first Haemmig,
MergerandinNing Jia, 24 November 2010
Obama administration
of Cotona crisis
PMM/OSO Cottonline organic Madagascar of rules against US
“Some dark moments from more recent times includeFishing
when we learned (garments) shrimp Cotona & STM import tax relief
about the loss of the AGOA benefits that had allowed Groupe Socota’s
IGN Entertainment | US
Overview :
IGN Entertainment is a News Corporation property included

IGN ENTERTAINMENT I G N E Nin Fox
T E RTA I N M Interactive
ENT
Media. It focuses REVENUE
on video game and entertainment enthusiast markets. This
NET INCOME (LOSS)
executive case covers IGN from its early days as an independent division of Imagine
Media, to its acquisition by News Corporation in October 2005 for US$ 650 million.
$ 25 $ 0
This period was a roller coaster ride for management and its investors. It operated
as an independent private company, Affiliation Networks, and moved to a publicly
$ 20 $ -15
traded company – first as Snowball.com Inc. and then IGN Entertainment – to a

$ 15 $ -30
privately-held company again prior to News Corporation. The underlying strength

of IGN was the development of online media assets that had gripping content and
$ 10 $ -45
an expanding user base in the period covered. At the time of the News Corporation’s
acquisition, it had more than 28 million unique monthly users. The company’s
$ 5 $ -60
network of video game-related properties in 2005 included IGN.com, GameSpy,

FilePlanet, TeamXbox, and Direct2Drive. In 2005, it was the Internet’s number
$ 0 $ -75
1998 1999 2000 2001 2002 1998 1999 2000 2001 2002
one video game information destination and attracted a large audience of young
males. IGN also owned and operated the popular movie-related website, Rotten
Tomatoes, and one of the leading male lifestyle websites, AskMen.com.
IG N E N T E RTA I N M E N T
Independent Changes Acquires Snowball.com Purchases Changes IGN Launches Acquired by

company name to Extreme IPO Internet name to IGN becomes comics Newscorp for
Affiliation Inc. Snowball.com, Interactive Wrestling Entertainment private site US$ 650M
Inc. Media organization company cash
JAN JAN FEB SEP DEC MAR AUG OCT

2000 2002 2004 2005
1997 1999 1999 1999 1999 2000 2003 1996
Operates as Changes Introduces Media Metrix Launches Launches Attracts 28M+

independent name to Online Store reports 6.3M dedicated Game Stats unique monthly
division of Affiliation visitors in video game users
Imagine Media Networks Feb 2000 FAQ site
Quotations from:
Mark A. Jung was co-founder, president and CEO of Affiliation Networks; co-founder and CEO of Snowball.com; and CEO and president of IGN
Entertainment. After the News Corporation acquisition in 2005, Jung became chief operating officer of Fox Interactive Media (FIM), where he was
responsible for all its Internet properties. Prior to joining IGN, Jung was co-founder and CEO of Worldtalk Corporation, an Internet security company
that he took public in 1996. Since leaving FIM in 2006, he has served as chairman of Clearspring Technologies and CEO of Vudu in 2007 and 2008.
He has a BS in electrical engineering from Princeton University and an MBA from Stanford University.
What was the source of the initial idea and how did that idea with relatively ‘low-value’ advertising inventory given the quality of their
evolve into a viable high-growth business venture? How did it content. We set out to build a blended content-affiliate model, targeting
change over time? youth verticals, such as teen girls and video gamers, via networked hubs
populated with first-party premium content, and surrounded by a vast
Section 7 – Executive Cases: IGN Entertainment

Jung: “Snowball.com was founded in 1999 as a spin-out of the online network of user-generated affiliate sites that were endemic or relevant to
properties of Imagine Media, a specialty print company. Chris Anderson,CEO community interest. IGN.com was staffed with ‘authoritative’ editorial
of Imagine and chairman of Snowball, and I saw the opportunity to build a talent, such as video game reviewers, and surrounded by dozens of
stand-alone, web-based company targeting teens and young adults user-generated properties, including cheats, codes, guides, message
through a variety of online vertical communities. We felt that this ‘hard-to- boards, and fan sites. As a result, we were able to scale IGN quite rapidly
reach’ market was being underserved by the leading portals at that time from both a revenue and audience reach perspective.”
– Yahoo!, AOL, and MSN – specifically because they were collectively
failing to capitalize on the role that user-generated content was beginning What were the major growth accelerators for your
to play in serving the youth audience. Chris and I contributed the initial seed company in its high-growth years?
capital for the venture in February of 1999. In the first few months, I hired
the founding executive team – Tim Armstrong, Ken Keller, etc. – picked an Jung: “We identified, recruited, and signed on several hundred key
initial name for the company (Affiliation Networks), created and refined the third-party websites (affiliates) to join our content networks. When
business plan, and ‘spun-out’ by setting up shop in a new facility.” necessary – and where possible – we purchased select affiliates and
invested in integrating their content and audience into our hubs in order
What was the initial growth vision or aspiration of the founding to maintain the appropriate first-party and third-party content mix.
team? Was there a sizeable change in this growth vision We focused our employee recruiting efforts on individuals who were
or aspiration over time? If a change, please describe. passionate about the content communities that we were building, such
as video gaming, and we invested heavily in maintaining a creative
Jung: “In order to execute our initial vision, we needed to be free of the culture and environment in order to keep our employees passionate,
encumbrances of a joint offline/online, print/web infrastructure. We needed motivated and happy. IGN became the leading portal for video gamers
capital to scale the online properties, and the free cash flow from the worldwide with more than 30 million gamers visiting our sites monthly to
profitable print ventures was insufficient to fund the required investment discover, collaborate, share, and meet other gamers. As an interactive
in technology, sales, and marketing – hence, the spin-out. In May 1999, vertical portal, we became a haven for community knowledge sharing.
we raised our first institutional venture capital – US$ 25 million at US$ Because we were able to capture the largest share of voice in a growing
95 million pre-money valuation – based on a plan to become the leading and attractive endemic audience – male video-gamers – our
web portal for youth, whom we coined the ‘I-generation’. The ‘I-generation’ monetization rates, including advertising, e-commerce, and subscriptions,
referred to a young demographic that was growing up online, contributing and hence our operating margins, were extremely high.”
and producing as much content as they consumed. By December
1999, we had scaled the company to several hundred employees, Briefly describe the financing of your company and how this
changed our name to Snowball.com, and raised US$ 35 million – US$ financing impacted the growth of your company.
325 million pre-money valuation – in a mezzanine round. Caught up
in the Internet boom, we went public in April of 2000 in a Goldman Jung: “We benefited from a low cost of capital during the Internet boom
Sachs-led IPO, just 14 months after we founded the company. We later years, raising US$ 60 million of private capital and another US$ 60
changed the name of our company to IGN Entertainment.” million+ of public capital (IPO) with relatively little dilution to the common
shareholders. When the public markets collapsed, we went private in
Describe the strategy or business model that enabled 2003 via a management buyout led by Great Hill Partners, a Boston-
your company to achieve its high rate of growth. based private equity firm. Post-buyout, due to our positive cash flow,
we were able to raise more than US$ 60 million in incremental senior
Jung: “We strongly believed that any successful media property targeting debt, subordinated debt, and non-convertible preferred debt to fund
the younger audience had to have the right balance between ‘first-party a series of acquisitions. Because none of this capital was convertible
published’ and ‘third-party, user-generated’ content. First-party premium to common, the incremental cash came at little or no dilution, although
editorial content was critical to getting the high-CPM advertising dollars there were warrants associated with some of the debt. To put this in
necessary to gain operating leverage, and third-party content was critical context, we went private in 2003 at a valuation of US$ 29 million,
in building large audience reach at a very low customer acquisition leveraged our capital structure in order to finance several acquisitions,
cost. We noticed that the early user-generated portals – Angelfire, and sold to News Corp. two years later in 2005 at a cash valuation
Tripod, About.com, Geocities – were able to generate massive reach but of greater than US$ 650 million.”
with this company.
Jung: “Snowball.com was the last major internet IPO of 2000, marking Jung: “Laying off the majority of employees, especially those that were
the end of the ‘bubble’. Our market capitalization peaked at over US$ 1 personally recruited, is not a task that I would wish on anyone. I will
billion on our first day of trading, and within two years, our market never forget the words of an employee who said to me, upon notification
capitalization had fallen more than two orders of magnitude to less than of being laid off: ‘This is what I get for all of my dedication and hard
US$ 10 million (trading at a discount to our cash balance). Despite two work? I have been here from the beginning. I’ve stuck with you through
reverse-splits of our public common stock (1:18 in combination), our stock thick and thin, have always been a believer, and in return, you shred me
traded below US$ 1.00 on NASDAQ long enough that we were called and toss me into the street? Is this how you repay loyalty?’ Dealing with
to testify at a NASDAQ de-listing hearing in Washington, DC. We were failure is the hardest of all tasks for a CEO, especially when it’s staring
able to stay listed but on the small-cap charts. Between the day we went you in the face. When the ramifications of failure are clear and measurable,
public and the day we went private, we implemented five separate layoffs it’s hard not to internalize the lion’s share of fault. The real issue is not
taking company headcount down from 450+ to less than 50. In that process, internalizing blame, but rather what happens next. Perseverance is a
we lost every senior executive of the IPO management team with the critical trait for successful entrepreneurs. In order to learn from one’s
IGN ENTERTAINMENT I G N E N T E RTA I N M E N T
REVENUE NET INCOME (LOSS)

$ 25 $ 0
$ 20 $ -15
$ 15 $ -30
$ 10 $ -45
$ 5 $ -60
$ 0 $ -75
1998 1999 2000 2001 2002 1998 1999 2000 2001 2002
exception of our VP of engineering and me. We survived out of sheer will mistakes, one has to be around long enough to see the tides turn.”
and perseverance, racing against the clock to raise revenue and reduce
costs before the cash ran out. We were constantly revisiting our business What are the key lessons about entrepreneurship and successful
model, questioning all core assumptions,and we tried a variety growth strategies you’ve taken from your company experience?
of new initiatives until, luckily, one would stick – subscription services
IG N E N T E RTA I N M E N T
for premium content and file downloads. We never lost pride in what we Jung: “Keys to entrepreneurial success? My advice:
TIME-LINE / KEY
had created, and never took for granted the appreciation our audience 1. EVENTS
Every venture goes through cycles – have the perseverance,
showed for the properties that we had built. At one point, we even asked courage, patience and conviction to see them through.
our audienceIndependent Changes
for cash donations Acquires alive.
to keep the properties Snowball.com
Most of Purchases
2. CelebrateChanges IGN discount the valueLaunches
little wins. Never of moving Acquired
the ball by
company name to Extreme IPO Internet name to IGN becomes comics Newscorp for
all, we never Affiliation
gave up Inc.faith thatSnowball.com,
we would right Interactive
the ship, stabilize and forward even
Wrestling if it seemsprivate
Entertainment that you’re losing thesite
game. US$ 650M
Inc. Media organization company cash
survive. When the markets finally ‘turned’, we were so used to running 3. Stay focused, have a clear strategy and vision, and communicate,
withJANa leanJAN
and efficient
FEB organization
SEP that we were able toMAR
DEC scale revenue 2000 communicate,
2002
communicate.
AUG
2004 2005
OCT
1997 1999 1999 1999 1999 2000 2003 1996
much faster than expenses, thus generating significant earnings growth.” 4. Engage your customers and encourage audience participation –
Operates as Changes Introduces Media Metrix leverageLaunches
their enthusiasm and brand loyalty. Attracts 28M+
Launches
independent name to Online Store reports 6.3M dedicated Game Stats unique monthly
division of Affiliation visitors in
5. Make sure your employees are happy – don’tusers
video game
guess, ask!
Imagine Media Networks Feb 2000 6. Never, ever
FAQgive
site up. It’s often darkest before the dawn.” 
Prepared by George Foster, Martin Haemmig and Antonio Davila, 24 November 2010
Innocent | United Kingdom
Overview :
Innocent is the leading

INNOCENT
smoothie product in the United Kingdom.
INNOCENT
Initially called
Fresh Trading Ltd,REVENUES
the company was created after three friends
H E A D C Ofrom
UNT Cambridge
IN MILLIONS (£ M)
University decided to go into business together ‘to make life easier and better for
Section 7 – Executive Cases: Innocent

£ 120 300
people’. After rejecting several ideas, they focused on fresh fruit-based smoothies.
The existing alternatives were concentrate-based. Trials of the fresh fruit-based
£ 100 250
smoothie had resounding success in 1998. Innocent has outsourced manufacturing

£ 80 200
and distribution, while keeping the intellectual property associated with their
combinations of different fruits and other ingredients (such as yogurt) in-house.
£ 60 150
The company struggled to get financing in the late 1990s, but in February 1999,
£ 40 100
an investor provided £ 250,000 for 18% ownership. Over time, Innocent expanded
its packaging options from the initial 250 ml bottle to also include cartons and
£ 20 50
child-sized lunch packs. By 2003, the company had grown to become the top-
£0
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009
0
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009
selling smoothie product in the United Kingdom. In 2009, Coca-Cola took an equity
position in the company. As of 2010, Coca-Cola took a majority equity position
but left operating and board control with the three founders.
INNOCENT
Ski trip to Davos: Group Innocent receives Launches Becomes #1 Listed on Launches Coca-Cola
makes ultimatum to £ 250,000 from in Ireland smoothie in UK Fast child-sized takes majority
start business together Maurice Pinto for UK market Track 100 carton product equity stake
or move on 18% ownership
1990 FEB AUG FEB APR

2000 2002 2003 2004 2005 2009 2010
1994 1998 2008 1999 1999
Balton, Reed and Conducts Launches Launches Launches in Coca-Cola

Wright became successful pilot its Innocent 1-litre carton France, takes minority
friends at at Jazz on the smoothie product Holland and equity position
Cambridge Green Festival product Belgium for £ 30M
University
Quotations from:
Richard Reed is a co-founder and has been co-CEO of Innocent from the outset. He attended St. John’s College, University of Cambridge
(along with co-founders Adam Balon and Jonathon Wright). After Cambridge, Reed spent four years at BMP DDB Needham, a global advertising
agency. With Balon, he promoted the Jazz on the Green Music Festival. He and his two co-founders have won multiple business awards
including E&Y Young Entrepreneur of the Year Award.
change over time?
Reed: “Our strategy has a straightforward description – ‘Look after our
Reed: “The three founders – Adam Balon, Jonathon Wright and I – had customers better than our competitors in a way that is profitable to us.’
talked many times over the prior seven years, including our years at We made several key decisions that were key to us still being in business:
Cambridge University, about going into business with each other. 1. Our key product differentiator was the use of fresh fruit that was
At a skiing weekend in 1998, the three of us agreed to either make a crushed, as opposed to the use of concentrates – the Innocent
final serious attempt to see if this was possible, or to stop talking about product and its brand were to be about being healthy, natural and
that dream. We looked at three specific ideas after rejecting a marketing unadulterated.
consulting company. One factor we agreed on to guide any choice was 2. Outsource the heavy lifting areas of manufacturing and distribution.
that we wanted a venture that ‘makes life easier and better for people’. We sweated for some time about our manufacturing decision.
Our first idea was the amazing electronic bath that fills itself to a Looking back, it was very important as we had little comparative
pre-designated level and temperature. It was a terrible idea – mixing expertise in this area, and it was highly capital-intensive. Moreover,
water and electricity was going to make lives shorter rather than better. outsourcing gave us a lot of flexibility in making decisions to add
Our second idea was to rid the world of door keys and replace them new packaging channels (such as cartons and a lunch-pack size
with automatic cards. Our third idea was the fresh-fruit smoothie with a straw) for our smoothie products. Had we been manufacturing
concept. As three 26 year-olds living in London, we were all too aware ourselves we would have had to find resources for new packaging
of the downside of urban living – where it’s so easy to eat too much lines that would have slowed us down even if the money had been
pizza, drink too much beer and not take care of yourself. Innocent was available. The distribution was also capital-intensive, as you needed
born out of our desire to assist people to live a healthy life. The next a chilled warehouse and delivery vans with chilled facilities, given
weekend, we mapped out some key details to explore and decided on our product.
areas where each would have domain responsibility – Jonathon was to 3. Innocent – rather than the distributor – was to have a direct relationship
be operationally-focused, Adam was to be retailer-focused, and I was to with the retailer but leave day-to-day fulfilment to the distributor.
be consumer-focused. These choices played to our strengths.” 4. Keep in-house the intellectual property associated with our
smoothies, including the various combinations of fruit and the
What was the initial growth vision or aspiration of the founding purchasing of the ingredients.
team? Was there a sizeable change in this growth vision 5. We would not do private labels. We turned down a sound-out
or aspiration over time? If a change, please describe. from Pret A Manger, which wanted to market our smoothies under
their own label and not that of Innocent.”
Reed: “There were already smoothie drinks in the UK market, although
they were not consistently stocked in retail outlets. Moreover, they What were the major growth accelerators for your
invariably used concentrates as opposed to our fresh-fruit smoothie company in its high-growth years?
concept. Our early steps before leaving our day jobs involved some basic
market tests. A very memorable one was at the August, 1998 Jazz on Reed: “Some key accelerators were:
the Green festival held in London. We sold smoothies that day based 1. The market opportunity for a fresh fruit-based smoothie. The retail
on fresh fruit that we squeezed. The feedback was great and that food market in the United Kingdom was well-developed with a large
encouraged us to go further. We continued to receive positive market number of retail outlets and many distributors with the capacity to
feedback, which increased our ability to build momentum and our deliver chilled products. We called this the ‘white space’ opportunity,
confidence. We had a classic chicken-and-egg problem with our which referred to the large number of fridges available to showcase
decision that Innocent had to have a direct relationship with the distributor. our new product. While smoothies had been sold before Innocent,
The norm was that the distributor required a customer to sign up and their distribution was uneven, and they were based on concentrates.
that the retail customer wanted to see a signed distributor contract Our product was new and relevant. In the United Kingdom there had
before committing shelf space to a product. In our early days we had been a transformation in eating and drinking habits in the previous
plenty of products due to small contracted sales and long minimum decade that had created a market opportunity for Innocent.
production lots. We left three cartons of Innocent with 50 potential 2. Widening the consumer base by adding new packaging offerings.
customers free of charge for them to sell with no obligation – 45 out of The first product packaging was the small 250 ml bottle smoothie,
the 50 gave us an order the next week, and we had orders we could which was appealing to many of the younger generation. It was
take to distributors.” often an impulse buy. We then added a second packaging
offering – in one litre tetra pack take-home sizes, which sold very Briefly describe the financing of your company and how this
well in supermarkets like Tesco. This appealed to families, who financing impacted the growth of your company.
might drink it at the breakfast table. We also added a small carton
with a straw packaging extension that was ideal for a child’s lunch Reed: “After we developed our business plan in 1998, we tried for
box. This approach was the equivalent of keeping the software and months to obtain funding without success. It was extremely difficult.
Section 7 – Executive Cases: Innocent

changing the hardware. Each of these packaging offerings has a Many investors were putting money into dot-com ventures. We decided
sizeable revenue stream. to send a ‘spam e-mail’ titled, ‘Does Anyone Know Anyone Rich’.
3. Widening the geographical footprint of where we sell. At present It actually led to our first investor, who was for many years our only
we only manufacture in the United Kingdom. However, there are major investor – Maurice Pinto, an American living in London, who
many countries within a 24-hour drive that have chilled distribution invested £ 250,000 for 18% of the company. In 2008, we decided we
available. We first moved into the Republic of Ireland, then France, needed growth capital. We had achieved national distribution in the
and later Sweden, Norway, Finland and Denmark. UK and wanted to explore European growth opportunities beyond the
4. The marketing of the company had several phases. In the early days, United Kingdom. Coca-Cola bought 20% of the equity for £ 30 million.
we put a lot of effort (but not huge money) into brand development, They have subsequently increased that to 60% (including buying out
including comments placed on our bottles that attracted a lot of Maurice Pinto). The Coca-Cola investment is unusual in that the
attention. After we reached national distribution, we invested in founders are minority equity holders but have 75% of the voting rights.”
nationwide advertising. This enabled us to reach a new pool of
customers beyond our early adopters. We have always placed a What were the major challenges your company had to handle in
premium on being very accessible to the media. That enabled us to its high-growth years, and how were they managed?
gain a lot of free publicity. We are a genuine ‘feel good story’ about
the three of us trying to do good. Reed: “Major challenges included:
5. Alignment/congruency between what we say, what we do, what we 1. Hiring people with similar values and the required skills. In one year
make, and the way we present ourselves. This gives the brand an we went from 100 to 200 employees, and it was incredibly
authenticity and trust that resonates in the world of food. There is an challenging to keep adding the people we wanted at the speed our
emotional connection between many Innocent consumers and the growth was requiring.
product. This emotional connection is very strong for food products 2. Keeping the culture and values as we grew. This was something we
as compared with other products, such as pens and petrol. put a high priority on, and it turned out that our disciplined hiring
6. Management team dynamics. The three founders had known each standards meant it was less of a challenge than it could have been.
other for seven years before we started. We knew each other’s 3. Handling the shift in stature from a small company to becoming a
strengths and weaknesses. We have a management approach nationally distributed and highly recognized brand and company.
where we present and analyse evidence on decisions being made Part of our attraction to some customers was that we were neither
and keep analysing for some time to see if we can reach agreement. a mega-brand nor a multinational. However, questions like, ‘Has
The caveat is that the person with domain authority will always make Innocent lost its innocence?’ were asked as we grew rapidly in
the call if there is not agreement. This caveat is rarely required. revenues and stature. Having Coca-Cola take an equity position
Maurice Pinto, our initial major investor, said our approach was in Innocent and then increase that to over 50% added to
certainly not something he had seen before or one he expected to these comments.
be effective in many companies.” 4. The sheer logistics of keeping the fresh-fruit supply lines full to
meet the rapidly growing demand. This was accentuated at
times when we could not even obtain supplies of certain fruit
due to crop failures.”
company or you faced as part of your journey as an executive growth strategies you take from your company experience?
with this company.
Reed:
Reed: “Two come to mind: 1. “Having a clearly articulated purpose for the business is very
1. Supplier leaves Innocent stranded. In our second year, our sole powerful. We say our ultimate purpose is to promote people
source bottle supplier rang us up and said, ‘Really sorry guys, but becomingmore healthy. It motivates and engages us and makes
we cannot supply you any bottles for six weeks. We have just landed decision-making easier.
a mega new customer and he wants all our bottle capacity.’ 2. It is absolutely all about the people at all levels. The three founders
We responded, ‘But we are your existing customer and have been had a shared set of values and complementary skills. When
for the last 18 months. You are our sole supplier.’ They responded, recruiting, you are building a community and should do everything
‘Sorry guys, but the new customer will be bigger for us than you you can to get people with the right values and skills into the
are.’ We scrambled hard and had some difficult compromises community.
before we found a new long term supplier and then added a 3. Know the economics of your industry, including what industry norms
second. We committed after that to have multiple suppliers for are key for financial variables, delivery times, etc. You should have
INNOCENT INNOCENT
REVENUES HEADCOUNT
IN MILLIONS (£ M)
£ 120 300
£ 100 250
£ 80 200
£ 60 150
£ 40 100
£ 20 50
£0 0
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009
each key area where possible. a good understanding of why you deviate from these industry norms.
2. Surviving a perfect storm. In 2008, multiple negatives hit us all at the We certainly took a while to appreciate the value of this.” 
same time. With the global financial crisis and the United Kingdom’s
economy problems, many customers stopped buying or bought Prepared by George Foster, Xiaobin He, and Hamish Stevenson / Fast Track,
I N N O C E22NNovember
T 2010
less of Innocent. Tropicana (a PepsiCo company) launched in a very
TIME-LINE
aggressive way that hurt our margins. The world price of food also / KEY EVENTS
reached record highs. We lost money in 2008 and had layoffs. It was
Ski tripshift
a fundamental to Davos: Groupof usInnocent
that none receives
saw coming Launches
or had experienced Becomes #1 Listed on Launches Coca-Cola
makes ultimatum to £ 250,000 from in Ireland smoothie in UK Fast child-sized takes majority
before. However, we made
start business ourselves
together leaner
Maurice and
Pinto forare in a better UK market Track 100 carton product equity stake
or move on 18% ownership
position to grow more profitably should further negatives occur.”
1990 FEB AUG FEB APR
2000 2002 2003 2004 2005 2009 2010
1994 1998 2008 1999 1999
Balton, Reed and Conducts Launches Launches Launches in Coca-Cola

Wright became successful pilot its Innocent 1-litre carton France, takes minority
friends at at Jazz on the smoothie product Holland and equity position
Cambridge Green Festival product Belgium for £ 30M
University
IONA IONA
REVENUES HEADCOUNT
IN MILLIONS (US$ M)
IONA | Ireland
$ 200 1000
$ 180 900
$ 160 800
Overview
$ 140 : 700
$ 120 600
IONA was founded in 1991 by two faculty members (Chris Horn and Seán Baker)
$ 100 500
and a research assistant (Annrai O’Toole) at Trinity College’s Department of

$ 80 400
Computer Science in Dublin, Ireland. It went public on NASDAQ in 1997. IONA was
Section 7 – Executive Cases: IONA

$ 60 300
a leading provider of software solutions and consulting services for developing,

$ 40 200
integrating and managing network-based applications for communications among

$ 20 100
different computing platforms. It served a variety of customers in industries such

$0
1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006
0
1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006
as telecommunications, financial services, manufacturing, government and

information technology. IONA was sold to Progress Software for US$ 160+ million
in September 2008.
IONA
Releases first Signs a US$ Licenses its Enters joint Ships the B2B Acquires Forms strategic
product: Orbix 1.1 750,000 contract ORB technology development e-commerce Genesis partnership
with Boeing to Silicon with Hewlett- product iPortal Development with Toshiba
Graphics, Inc. Packard Corporation
MAR JUL JUN FALL FEB MAR FEB MAR MAY JUN SEPT
1994 1996 2001 2002
1991 1993 1995 1995 1997 1998 2000 2000 2000 2000 2008
Incorporates Sun acquires a Opens a US Launches Acquires Promotes COO Agrees to buy Progress
in Ireland with 25% minority office near IPO on Watershed Barry Morris to Netfish Software
Chris Horn as interest for Cambridge, MA NASDAQ Technologies CEO Technologies acquires IONA
CEO US$ 600,000 for US$ 162M
Quotations from:
Chris Horn was IONA’s CEO, president and chairman from 1991 to 2000. He served as chairman from May 2000 to May 2003, when he
reassumed the CEO position until becoming vice-chairman in April 2005. Prior to establishing IONA, Horn was teaching computer science and
conducting research projects on distributive computing at Trinity College. He also worked in Brussels for the European Commission and was
involved in a programme designed to improve the technology industry in Europe. Horn holds a PhD in computer science and an Honorary
Doctorate of Science from Trinity College, Dublin. He is an influential contributor to many Irish governmental and industry bodies. Horn is
non-executive chairman of Sli Siar, a Beijing-based consulting firm that advises on and promotes ways for Western and Chinese companies
to productively work together.
What was the source of the initial idea, and how did that idea April 1992, Colin Newman – a friend of Annrai’s who was returning from
evolve into a viable high-growth business venture? How did it US – joined us as VP of marketing.
change over time?
“The initial idea was to build software products that would implement
Horn: “Seán Baker, Annrai (‘On-ree’) O’Toole and I co-founded IONA a highly significant new industry standard to directly interconnect
in February 1991. Seán and I were faculty members at the Department software applications. Over time, IONA developed further interconnection
of Computer Science, Trinity College, Dublin (Ireland), and Annrai products that implemented further evolving standards, particularly as
was a research assistant. On founding, I became CEO and chair; web-based interconnection of software applications became
Seán VP of Professional Services; and Annrai CTO. Subsequently, in popular from about 1997 onwards.
“The industry term for these interconnection technologies is ‘middle- “We wanted to build a products business from the first day of operations
ware’ – software that intercedes between the lower operating system but had extreme difficulty raising any investment finance. The consultancy
(e.g., Windows, Linux, Mac OS, etc.) and the software applications services business was thus used to bootstrap the company.
themselves. IONA’s focus was application-to-application middleware
(as opposed to, for example, application-to-database middleware). “We always saw a global opportunity and categorized our domestic
opportunity in Ireland as tiny. We were therefore always focused on
“Starting in approximately 1995, web-based computing came to the the global markets. Our first products sales were US and Hong Kong.
fore to connect human beings via an Internet browser to a huge range Our sales to Ireland were never more than about 0.25% of global
of applications across the Internet. IONA’s web middleware has a slightly revenues in any single year.
different focus: how to use web-based computing to directly connect
one application to another application across the Internet without human “I recall discussing the future size of the company on a number of
intervention. A browser was not involved in this interaction. occasions. On one occasion, Annrai, Seán and I met with a civil servant
from the national enterprise support agency the Irish Development
“What are examples of application-to-application interconnection? Authority (IDA; and if you are aware of Enterprise Ireland, it did not exist
Well, there are very, very many. In some cases, the applications involved until about 1994). We were asked if we ever saw our company growing
are all within a specific organization (although perhaps over different to US$ 20 million in revenue. We responded with a very assertive, ‘Yes’,
operating locations) – for example, a banking system in which the but we weren’t believed. On another occasion, a customer said he
foreign exchange subsystem interacts with the private client subsystem, couldn’t imagine the company growing beyond 100 people in size, but
which interacts also with the trading subsystem, which interacts also it grew to more than 1,200.”
with the risk assessment subsystem. In other cases, interaction
is also between organizations: supply-chain management being a Describe the strategy or business model that enabled
classic example. your company to achieve its high rate of growth.
“The idea IONA had in the early 1990s developed into a viable high- Horn: “We had no choice but to be operationally profitable since we
growth venture for a number of reasons: application-to-application were very weakly capitalized. We therefore aimed to be profitable on a
interaction is a horizontal problem across all computing sectors – month-by-month basis. We took the company public on NASDAQ in
finance, telecommunications, manufacturing, government, transport February 1997, and up to that point, every quarter since our founding
and logistics and so on. It is also a global problem. The market in 1991 had been profitable. Subsequently, we remained profitable on a
opportunity was truly vast. Further, IONA consciously chose to quarter-by-quarter basis until the March quarter of 1999, which was the
implement and subsequently influence industry standards. Had it first quarter ever when we lost money. The company was ultimately sold
instead developed a proprietary solution, it would have been far less in September 2008 to Progress Software of Bedford, Massachusetts,
likely to gain widespread adoption. and had remained profitable for almost every quarter throughout its history.
“The first major standard (family) that IONA implemented and then “Our financial performance gave us credibility with enterprise sales
influenced was the Object Management Group’s (www.omg.org) where some of our competitors (other smaller companies) struggled.
Common Object Request Broker Architecture (CORBA). Subsequently, Our balance sheet was strengthened not only by cash from operations
IONA also implemented and influenced Sun Microsystems’ Java 2 but also by equity injections from Sun Microsystems (which had invested
Enterprise Edition (J2EE) family of standards from 1997 to 2000 and the US$ 600,000 in 1993), by the IPO in 1997 and by a secondary
World Wide Web consortium’s (www.w3c.org) web services family of (post-IPO) offering in 2000.
standards from 2000 to 2007.”
“Software products are a high-margin business. During our high rates of
What was the initial growth vision or aspiration of the founding growth, we had a business mix typically of about 70% product sales and
team? Was there a sizeable change in this growth vision 30% software services, including maintenance, support and consultancy.
or aspiration over time? If a change, please describe. Our gross margin was as a consequence typically about 80%. Our net
margin before tax was typically in the range of 15-20%.
Horn: “The very initial vision was a consulting services company offering
advice on the CORBA standards. We saw that (a) as a way of building “Our general strategy of focusing on industry standards was our chief
credibility, (b) building financial reserves and (c) a fallback position if engine for growth. But because these standards were frequently evolving
our main aspiration of building a products business ultimately failed. and we were amongst the earliest implementers of them, we were able
to take field and customer experience back to the standards meetings, were three academics with little prior business experience. We were
thus influencing and strengthening the standards. Furthermore, large aiming to build a high-technology company from Dublin, Ireland, focused
enterprise customers who had bought our products rallied behind us on the US market. We were perceived at the time as being on the wrong
and supported our suggestions in the standards meetings. In turn, this side of the Atlantic Ocean. Finally, we were going to target a technology
meant that other vendors were chasing a moving target – the standards market (OMG CORBA) for which most of the majors (HP, Oracle,
Section 7 – Executive Cases: IONA

were evolving. I present a more extended discussion of this tactic in my Digital Equipment Corporation, IBM and others) had announced they
article ‘Using standards as a business development strategy’.” would produce products by the middle of the decade (1995 or so) and
which Microsoft had asserted was a broken technology standards play
What were the major growth accelerators for your that would never succeed.
“Instead, we bootstrapped the company by consultancy services,
Horn: “In 1993, Sun Microsystems of Mountain View, California, reinvesting the operating profit in the growth of the business. In 1992,
invested US$ 600,000 for 25% of the company. They first approached we did receive grant aid of IE£ 6,000 from the Irish government agency
us to offer a technology licensing deal. Aware of the likely credibility concerned as a once-off payment for each of six new jobs created.
Sun would bring us, we instead suggested a deeper partnership.
“We operated the company on a cash flow basis, generating cash every
“At the time Sun was in discussions with us, we had been approached month. In December 1993, Sun Microsystems invested and placed two
by Motorola, which wanted to use our products as a core underpinning of their executives on our board. We continued to grow the company
of the ground telemetry systems for the Iridium (global low earth orbit profitably every quarter, but now, of course, we had a much stronger
telecommunications system) project, a US$ 4-billion initiative. Although balance sheet. We floated the company on NASDAQ in February 1997
our technology was in their view exactly what they sought and our in what at the time was the fifth-largest IPO in the history of NASDAQ.
internal (e.g. engineering) processes were audited by them to be of high Sun sold their entire 25% holding at the IPO, raising $US 60 million and
quality, they were reluctant to buy such a major programme from us adding 11c per share to their EPS for the quarter.
because of our very weak balance sheet at the time. When we were able
(under NDA) to disclose the likely Sun investment, and they confirmed “In retrospect, had we been able to obtain seed stage funding, we
the investment directly with the Sun CEO, then the situation changed might have been able to bring our first product to market a year earlier
overnight, and Motorola purchased. Motorola then also mandated the than we actually did (in the summer of 1993). But we weren’t seen
use of our products by many contractors to Iridium, not least HP. In turn, as a credible story.”
this gave us high visibility in the telecommunications sector.
“In 1996, Boeing invited us to respond to a request for proposals on a its high-growth years, and how were they managed?
large-scale interconnect for their entire manufacturing systems – from
the 737 to the 777 across 17 different plants – as a part of their move Horn: “Attracting experienced management talent was a challenge
towards lean manufacturing. We won the project, in part because since we were an Irish company headquartered in Ireland with a relatively
Motorola was able to give Boeing an excellent reference for us. The small pool of potential high-tech management hires to dip into.
Boeing win raised some eyebrows amongst the major systems integrators Ultimately, we split our headquarters between Dublin and Boston.
and OEMs (again including HP) and brought us excellent credibility. Our engineering and innovation functions were largely based in Dublin,
while business development and sales were based out of Boston.
“The credibility gained by the Sun investment, followed by very major We also hired a US national as our CFO and based him in Boston to
industry wins at Motorola and Boeing, gave us substantial momentum manage our NASDAQ investor community.
in the Fortune 1000 community, leading us to be listed as one of
the top 10 pure software (i.e. not also selling hardware) companies by “Maintaining company culture and standards was also an issue as we
revenue in 2000.” rapidly grew. We became a global organization with many nationalities,
religions, affinities and cultures very quickly. At our peak, we were about
Briefly describe the financing of your company and how this 1,200 people across approximately 30 offices worldwide.
“Extensive travel was also an issue. As CEO, I was in the US at least
Horn: “The three founders, myself included, invested an initial IE£ 1,000 once and usually twice a month, in Asia Pacific once a quarter and
(about US$ 1,500) in February 1991. We then spent about a year trying across mainland Europe and the United Kingdom the rest of the time.
to raise private equity, seed stage capital or bank debt. We failed. We I tried to be in Dublin for the weekends. The travel schedule became
particularly intense in the years after the IPO as I met investors – as well What are the key lessons about entrepreneurship and successful
as of course customers, prospects and partners. Ultimately, about five growth strategies you’ve taken from your company experience?
years after the IPO, I voluntarily stepped aside as CEO because of the
intense travel.” Horn: “Because of the extensive travel involved, it is difficult to build a
global multinational company that is publicly quoted in the US and
Give examples of dark moments or negative periods that your that also has a large, highly diversified customer and partner network
company or you faced as part of your journey as an executive based out of Ireland.
with this company.
“Personally, I would recommend that any founder and entrepreneur
Horn: “The worst was missing a quarter as a publicly quoted company not initiate a venture on one’s own. In my view, the fact that we had a
and the feeling of letting down investors. It also weighed heavily on our founding team of three – and later four – meant that we could share
staff, and we had to rebuild enthusiasm and motivation. It did create the psychological load and stress that a fast-growing company brings.
time for reflection as we reassessed our processes and repaired them. While good friends, we largely had independent social lives so we could
‘switch off’ the company from time to time.
“As one of the very few indigenous high-tech companies in Ireland, we
IONA IONA
REVENUES HEADCOUNT
IN MILLIONS (US$ M)
$ 200 1000
$ 180 900
$ 160 800
$ 140 700
$ 120 600
$ 100 500
$ 80 400
$ 60 300
$ 40 200
$ 20 100
$0 0
1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006
were a focus of the domestic Irish media and press – in the spotlight all “We always thought we could present an image and an aspiration
of the time. Managing this became an issue at times, particularly when of a company larger than we were in practice. In our early customer
the extended families of our staff would quiz them over the dinner table presentations in California, we literally put up a map of Europe and had
or at social events based on what they were reading in the media. to show where Ireland was (‘on the west coast of Europe’). We gained
IONA
a reputation for being more responsive to phone enquiries and email
“Perhaps the most difficult time for me personally was when I TIME-LINE
was asked / KEY EVENTS
than some of our competitors who were US-based, even though we
by the board in 2003 whether I would return as CEO: at the time, the were ‘on the wrong side of the Atlantic Ocean’. Some of the tactics we
company hadReleases
lost its first Signs aunprofitable.
way and become US$ OnLicenses its
my return, Enters jointare discussed
used Ships the B2Bpiece,Acquires
in my ‘Boxing above your Forms strategic
weight’.” 
product: Orbix 1.1 750,000 contract ORB technology development e-commerce Genesis partnership
having assessed the company, I decided to cut once, deep
with Boeing and hard.
to Silicon with Hewlett- product iPortal Development with Toshiba
Graphics, Inc. Packard Corporation
I reduced the global headcount within about a month from 700 down
to MAR
350, closing
JUL some 1994
offices and
JUN product
FALLlines. Some of the FEB
1996
staff I hadMAR FEB MAR MAY JUN
2001 2002
SEPT
1991 1993 1995 1995 1997 1998 2000 2000 2000 2000 2008
to let go were excellent, but the particular functions they were in were
no longer justifiable.”
Incorporates Sun acquires a Opens a US Launches Acquires Promotes COO Agrees to buy Progress
in Ireland with 25% minority office near IPO on Watershed Barry Morris to Netfish Software
Chris Horn as interest for Cambridge, MA NASDAQ Technologies CEO Technologies acquires IONA
CEO US$ 600,000 for US$ 162M
JetBlue | US JETBLUE JETBLUE
OPERATING REVENUE HEADCOUNT

IN MILLIONS (US$ M)
Overview :
$ 4,000 12,000
United States airline start-up JetBlue was incorporated in August 1998 and
$ 3,500 10,500
commenced operations in February 2000. It was a key player in pioneering the

$ 3,000 9,000
‘Value Airlines’ category that combined the low-cost of Southwest Airlines (US)/
Section 7 – Executive Cases: JetBlue

$ 2,500 7,500
Ryan Air (Ireland) with a higher quality airline experience. The company went
$ 2,000 6,000
public (IPO) on 11 April 2002, with a market capitalization of US$ 1.84 billion.
$ 1,500 4,500
David Neeleman put together key building blocks of JetBlue in the 1998-2000
$ 1,000 3,000
period, including: (1) a management team with deep expertise in the airline
$ 500 1,500
industry, (2) a fleet of new Airbus A320 planes (later expanded to include new
Embraer 190 planes), (3) 75 takeoff/landing slots at J. F. Kennedy (JFK) International
$0 0
1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009
Airport in New York, (4) superior customer service and (5) US$ 130 million in
financing from investors with deep pockets.
JETBLUE
Placed US$ 4B order JetBlue orders Acquires Announces Launches Ranked highest
with Airbus for 75 48 more LiveTV partnership marketing in American
A320 aircraft A320 aircraft with American partnership airline customer
Express with Cape Air satisfaction study
FEB APR FEB JUL APR SEP JUN JUN FEB MAR MAY JUN
1999 1999 2000 2001 2002 2002 2004 2005 2007 2007 2008 2008
JetBlue Started Announces initial Launches first New York ice storm; nine Introduces
Incorporated operations offering of public international JetBlue planes stranded alternate fuel
stock service on tarmac for six hours partnership
with passengers on board
Quotations from:
David Neeleman is a serial entrepreneur in the airline industry. A co-founder of Morris Air in 1984, he was president from 1988-1993 when it
was sold to Southwest Airlines. Neeleman worked at Southwest in 1993 and then was CEO of Open Skies until 1998 when it was sold to
Hewlett-Packard. When Neeleman’s non-compete with Southwest expired in 1998, he started JetBlue. In 2007-2008, Neeleman stepped down
as CEO (2007) and chairman (2008).
Joel Peterson is the chairman of the board of JetBlue Airways and a long-time investor and board member. A graduate of Brigham Young
University and Harvard Business School, he was CFO and then CEO of Tramwell Crow. He is the founder of Peterson Partners, a private equity
group with over US$ 1.2 billion under management. Since 1992, he has taught at The Graduate School of Business, Stanford University.
change over time?
Neeleman: “Our strategy was to provide our passengers with a great
Neeleman: “In the 1980s, I was in love with the low-cost, high-reliability experience, our crewmembers with a belief that this was the best job
Southwest Airlines concept in the US airline industry. In 1984, with June they had ever had, and to achieve both while offering a quality product
Morris, I co-founded Morris Air. Basically, we replicated the Southwest at a lower than average industry price. I totally believed JetBlue could
concept in the charter airline area. In 1988, I became president and led be efficient as well as effective in delivering a great passenger product.
the company until we sold it to Southwest in 1993. I then went to work Certainly, the revenue and net profit numbers in our early years
at Southwest. It turned out not to be exactly how I thought it was going reinforced this belief. We chose a geographic region to start the airline
to be. It was much more bureaucratic and less open to innovative ideas (JFK in New York) where our closest large-scale competitor –
than I had expected. After five months at Southwest, we parted ways. Southwest – did not have any presence. Our aim was not to be just
I was actually asked to leave. I left in 1994 thinking, ‘We can do this in another Southwest; we wanted to be a better, but not necessarily in our
a lot better way’, but I had signed a five-year non-compete with early day’s bigger, version. We committed ourselves to providing a better
Southwest. I stayed in the airline industry and became CEO of Open passenger experience through working on many areas. We had new
Skies (an online reservations company sold to Hewlett-Packard in 1998). planes, pre-flight seat booking, leather seats, more leg-room, personalized
As soon as the non-compete finished, I was ready to get back in the television sets for each seat, and a happy crew both flying the plane and
game and build a better version of Southwest. In the late 1990s, there serving our passengers. Our single-class cabin enabled us to be seen
was still a large part of the US where Southwest had not gone – the as treating every passenger the same way.”
eastern US – especially the northeast hub. Western Presidio had been
an investor in Morris Airlines. They made a very good return and were What were the major growth accelerators for your
very happy with the way I had grown Morris and how I had involved company in it high-growth years?
them in the Southwest Airlines sale negotiations. They were the first
investor I approached for JetBlue. Only this time, it was a US$ 135 Neeleman: “Key accelerators to our sustained growth included:
million initial round and not a US$ 5 million round. They immediately 1. Unrelenting commitment to our passengers. We viewed ourselves as
responded, saying ‘We will absolutely invest with you leading the passenger advocates. High-quality passenger service at affordable
venture.’ In 1999, we were up and running with JetBlue as a company prices was something we believed in and delivered. The upshot was
and in February 2000 we started flying JetBlue as an airline.” both incredible repeat business and great word of mouth to their
circle of friends, family, and work companions.
What was the initial growth vision or aspiration of the founding 2. Being well capitalized. We started with US$ 130 million, which gave
team? Was there a sizeable change in this growth vision us a good initial cushion to get going and convince our many part-
or aspiration over time? If a change, please describe? ners that we were for real.
3. Use of technology to build operational efficiency. We were very
Neeleman: “The vision from the outset was to both provide our passengers state-of-the-art in using technology to both improve reliability and
with a great experience, and our crewmembers with a great place to reduce costs. Having a paperless e-ticket system was an industry-
work. I wanted every passenger to say, ‘That was the best experience leading position.
I have ever had on a flight’, and every crewmember to say, ‘This is the 4. Human resources policy. I strongly believe being able to attract great
best job I have ever had.’ The passenger reaction to our early flights people and keep them happy was really important to our sustained
was extraordinarily positive. Word of mouth was tremendous for us. In growth. If you have highly motivated and happy people who respect
the early years, there were many signs that reinforced our belief in this their managers, great things will happen, and obviously they did.
vision. The rapid growth in our passenger rate was certainly a great sign. People felt like it was their company and that JetBlue truly cared
We also started to quickly receive recognition with many awards from about them, and we really did. We offered benefits such as
magazines and travel bodies. Awards from such recognized groups as profit-sharing and stock options. Unlike many of our competitors,
Condé Nast Traveler and the Zagat Airline Survey added to the incredible these benefits were real as we were actually making profits!
buzz that surrounded our early years. It was a magical time. Our Ann Rhoades who had worked at Southwest, was our executive
vision then broadened to encompass longer hauls as well as the obvious president for people. Ann led the building of our ‘Five Core Values’
increased frequencies on the existing routes. We added longer hauls to programme – safety, caring, integrity, fun and passion. These are
both the Caribbean as well as cross-continental US flights.” words that had a lot of meaning and were easy to understand.
They allowed our people to clearly talk about their importance and for low-quality service. Our proposed quality service at an affordable
be able to communicate them to our new hires. Developing and price offering gave them a proposition they could sell to the
maintaining these core values helped create and sustain the JetBlue constituencies important to them.
culture in the early years of tremendously fast growth. The senior 2. Hiring good people. This is always potentially a challenge when you
management team we recruited at JetBlue in the early days had have fast growth. However, the buzz about JetBlue in its early
Section 7 – Executive Cases: JetBlue

many years of experience in the airline industry. We had Tom Kelley days, especially from our crewmembers, other employees and our
from Morris Air and Open Skies, Dave Barger from New York Air and passengers meant we had a continual flow of very good applicants
Continental, and John Owens and Ann Rhoades from Southwest. even as we kept continually building the number of JetBlue employees.
This was not a fly-by-night start-up, but a group coming together It was less of a challenge than many companies face with the growth
with a deep sense of purpose to build a new type of airline company. that we were experiencing. The ongoing challenge, even with hiring
If someone had an attitude problem, they could go work for some good people, is to recognize the ‘Peter Principle’ and to promote
other company – just not us.” and train people to the limit of their abilities but not go beyond that
in promotion and responsibilities. This is not easy to consistently do,
Peterson: “I agree with David’s assessment of the accelerators of especially when you have high head-count growth rates.
growth at JetBlue. I would add that being positioned at JFK with a six 3. Ensuring continued operation of key partners. Each individual seat
million passenger catchment area and being able to build a new terminal on a JetBlue plane has its own TV. This was frequently mentioned as
there were key. Not only was the technology of the paperless ticket a key positive aspect of the JetBlue experience by its passengers.
a boon, but the in-seat live TV was a game changer. And, the idea The technology provider of the TV (LiveTV) faced financial difficulties
of hiring stay-at-home moms as reservation agents was a brilliant in 2002. JetBlue decided to purchase LiveTV for US$ 60 million as
use of people and systems that allowed JetBlue an advantage in a way of ensuring its ability to maintain this aspect of its in-flight
serving customers.” service. This was a gutsy move.
4. Passenger experience with extreme bad weather. The week of
Briefly describe the financing of your company and how this 14 February 2007 was the worst operational week in JetBlue’s
financing impacted the growth of your company. seven-year history up to that time. Bad weather and some systems
problems resulted in many flight cancellations and some planes were
Peterson: “JetBlue’s initial capital raise was at US$ 130 million, the stranded with passengers on the tarmac at JFK. We were hit hard
largest ever for a start-up airline. It was led by Weston Presidio and by the media. We struggled but came out of the bad week with a
Soros Private Equity and joined by a number of others. This was enough more publicly-disciplined set of guidelines. We quickly developed
to order planes, to open terminal six at JFK and to begin flying to several and released on 21 February 2007 the ‘JetBlue Customer Bill of
cities. The only other equity raise was a small one with the original Rights’ that guides us on how all passengers in difficult situations will
investors simply to give us a cushion in case there were price wars to be treated by JetBlue.”
discourage our expansion. Within a couple of years, we were ready
for an IPO (scheduled for 9/11/01, but moved off to February 2002, Give examples of dark moments or negative periods that your
of course).” company or you faced as part of your journey as an executive
with this company.
its first five years, and how were they managed? Peterson: “We had pretty smooth sailing – at least for a start-up airline
in an industry where start-ups almost always fail – for our first several
Neeleman: “We had major challenges all along the way. years. We had a cost structure that gave us an advantage – new planes,
Some examples are: new technology and a great culture. We were the darling of the industry,
1. Gaining take-off and landing slots at JFK in New York. This was but the pace of our growth became a problem. We outran our supply
essential to being able to put planes in the air. We worked with both lines. Our leverage was high. Our culture started to feel strains. We also
local and state politicians to get this approval. We gave the state began to grow beyond the capacity of our team and systems. The most
governor and legislators a proposition they found attractive and obvious crisis came in February 2007 when we stranded passengers
could champion. At the time, existing airlines from New York to cities on the Tarmac at JFK for nine hours. However, we’d been concerned
like Buffalo, Rochester and Syracuse were charging sky-high prices over our IT system, our processes for dealing with irregular operations
and our ability to continue to grow at a breakneck pace. This became a
wake-up call.”
growth strategies you’ve taken from your company experience”?
Neeleman: “Some important lessons are:

1. Create a great work culture. Your crew members and other employees
should want to come to work every day and believe it is the best job
they could ever have and be committed to giving your passengers
the best experience they ever had.
2. Ensure passengers consistently have a great experience. Their
word-of-mouth advertising is priceless, especially in an industry
like airlines.
3. Start with adequate capital. Understand there will be inevitable
delays in cash flow and when you need to spend more than
initially expected.
4. Negotiate hard on key deals. My initial preference was to follow
JETBLUE JETBLUE
OPERATING REVENUE HEADCOUNT

IN MILLIONS (US$ M)
$ 4,000 12,000
$ 3,500 10,500
$ 3,000 9,000
$ 2,500 7,500
$ 2,000 6,000
$ 1,500 4,500
$ 1,000 3,000
$ 500 1,500
$0 0
1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009
Southwest in having a fleet of Boeing planes. We gave Boeing

a number we were prepared to pay per plane and they turned us
down. We then went to Airbus and negotiated a deal that was
very good, both in terms of the planes to fly (A320s) and cost.
JETBLUE
Boeing subsequently came back with an offer below what we
had first asked, but the Airbus deal still dominated the revised
lower-priced Boeing offer.” 
Placed US$ 4B order JetBlue orders Acquires Announces Launches Ranked highest
with Airbus for 75 48 more LiveTV partnership marketing in American
Prepared by George Foster, Xiaobin He, and Rana Mansoor, 22 November 2010
A320 aircraft A320 aircraft with American partnership airline customer
Express with Cape Air satisfaction study
FEB APR FEB JUL APR SEP JUN JUN FEB MAR MAY JUN
1999 1999 2000 2001 2002 2002 2004 2005 2007 2007 2008 2008
JetBlue Started Announces initial Launches first New York ice storm; nine Introduces
Incorporated operations offering of public international JetBlue planes stranded alternate fuel
stock service on tarmac for six hours partnership
with passengers on board
NETLOGIC MICROSYSTEMS NETLOGIC MICROSYSTEMS
REVENUE HEADCOUNT
IN MILLIONS (US$ M)
NetLogic Microsystems | US
$ 200 600
$ 180 540
$ 160 480
Overview :
$ 140 420
A leading semiconductor company, NetLogic Microsystems focuses on designing

$ 120 360
Section 7 – Executive Cases: NetLogic Microsystems

and developing knowledge-based processors and high-speed integrated circuits
$ 100 300
that enhance the speed and efficiency of 3G/4G mobile wireless infrastructure,
$ 80 240
data centre, enterprise, metro ethernet, edge and core infrastructure networks.
$ 60 180
$ 40 120
Norman Godinho, a serial entrepreneur in the semiconductor industry, founded

$ 20 60
the company in 1997. Ron Jankov became the chief executive officer of NetLogic
$0
1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009
0
1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009
in 2000 and repositioned the company in the high-end networking market.
NetLogic made its IPO in June 2004. Deloitte’s Technology Fast 500 programme
ranked NetLogic the third fastest-growing semiconductor company in North
America in 2007.
NET L O G I C M I C R O S Y S T E M S
Godinho Hires Ron Jankov Makes IPO Acquires Acquires Aeluros, Inc.
establishes as CEO, raises Cypress’ network
NetLogic, funded initial funding of search engine
by himself US$ 14M assets
1980 1997 1998 APR 2001 JUN 2005 FEB 2006 2007 2009
2000 2004 2004 2006
Godinho founds Sells products to Raises additional Enters Master IEEE Spectrum Acquires IDT’s
Integrated Device first customer, funding Purchase ranked NetLogic 1 network search
Technology (IDT) Shasta NetWorks Agreement with of top 10 powerful engine related
Cisco patent portfolios assets
Quotations from:
Ron Jankov has been president and chief executive officer of NetLogic since April 2000. Prior to serving at NetLogic, Jankov was senior
vice-president at NeoMagic Corporation and vice-president of Cyrix Corporation. He founded Accell Corporation, a semiconductor engineering
and technical sales firm that Cyrix bought in 1994. Jankov began his career with various engineering and management positions at Texas
Instruments and LSI Logic Corporation. He holds a Bachelor of Science degree in physics from Arizona State University.
What was the source of the initial idea, and how did that idea business with Cisco, Alcatel-Lucent, Juniper, Huawei, Brocade and
evolve into a viable high-growth business venture? How did it others. This provided the necessary revenue, growth and profits to go
change over time? public on the NASDAQ stock exchange in mid-2004.
Jankov: “The original idea was to design a new type of processor that “With the financial strength and momentum derived from the IPO, the
would process information more like a human brain than a computer. team aspirations changed, expanding to the broader goal of becoming
The human brain deals with lots of information simultaneously, whereas the most important supplier of semiconductors for communications
a computer deals with just a few things at a time but does so very fast. infrastructure and networking. This would include adding quality-of-service
The founding team put a lot of original research into new circuits for and security processing to the original goal of fast route processing.
simultaneous (or massively parallel) processing, and they built a solid To support this larger goal, we intensified internal R&D and acquired
technical foundation, including many semiconductor patents. Aeluros, a leader in 10GB ethernet, and RMI, a leader in multi-core
processing. With this new technology in place, we were able to partner
“The first big change for the company was to move beyond this great with lead customers to develop truly game-changing semiconductors,
research to create products that solve real-world problems. For a start-up, dramatically increasing the speed and quality of communications.
it is critical to quickly come up with a product that can generate revenue
and some cash flow to fund further research. The real-world application “As smart phones and other Internet-connected devices begin using
we identified was a chip that would use this massively parallel processing more video and other bandwidth-intensive applications, our company
to help the burgeoning Internet to route data, video and phone calls has been forced to broaden the growth vision once again. To achieve
faster and with better quality. The current management team was hired the next ten times in Internet performance, the company must now
in 2000 to lead this transition, and the result was a demonstration chip develop a more complete solution that involves software to further
that was shown to potential customers in late 2001. enhance the capability of the chips. To accomplish this, we are now
hiring top software engineers around the world, including Europe, the
“Optimized for networking and communications, this first chip was a US, China and India.
breakthrough and offered five to ten times the performance of anything
on the market at that time. Cisco Systems, the largest Internet equipment “With time, we are working our way back to the original grand vision of
manufacturer, was so impressed that they funded the company to building the next great semiconductor company – now with the added
enhance the chip to work better in their systems. This success spawned vision of combining this with innovative software.”
the second change in the company. From that point forward, we no
longer did research in a vacuum but rather through partnering with key Describe the strategy or business model that enabled
customers. This co-development model allowed us to create new chips your company to achieve its high rate of growth.
that were exactly tailored for each customer’s unique requirements.
When chips are done as a co-development with the most important Jankov: “The strategy and business model that allowed us to achieve
customers, the chance for success is enormously improved. These our high rate of growth can be articulated in four basic tenants: First,
chips now power the majority of switches and routers in the Internet we wanted to be sure to attack the highest growth markets. In the early
backbone. They are used to support the rapidly increasing bandwidth 2000s, it became clear that the era of the personal computer as the
and complexity of the Internet as more televisions, computers and smart driver of semiconductor growth was ending. The market was moving
phones use ever more complex applications.” to cell phones as the new driver for consumers and business individual
use and data centres, and cloud computing became the driver for
What was the initial growth vision or aspiration of the founding computing. Bridging the mobile user and the centralized computing
team? Was there a sizeable change in this growth vision facilities was the rapidly expanding and evolving Internet and also a
or aspiration over time? If a change, please describe. new generation of fibre, cable and advanced wireless communications
infrastructure. By focusing on these rapidly growing areas of Internet
Jankov: “As with most start-ups, the initial growth vision was grand: and communications, we assured that the company would be engaged
building the next great semiconductor company. Because of limited in the fastest growing markets.
company resources, however, this grand vision was quickly focused
towards delivering a route processing chip that could generate revenue “Second, we bet everything on designing the most innovative and
and cash flow. With this focus, we made rapid progress between 2000 highest performance products for these markets, rather than taking the
and 2004, bringing three major new products to market and securing safer fast-follower strategy. This was very risky, as it required designing
with the most advanced and expensive process technologies and using products, we are increasing market share and grabbing a bigger
radically innovative design techniques that were completely unproven. slice of the total dollar content of Internet processing.”
We made this risky bet because with the rapidly expanding processing

requirements of communications, only the most forward-looking designs Briefly describe the financing of your company and how this
would be competitive. This bet continues to pay off for the company financing impacted the growth of your company.
and has resulted in 450 issued US patents, making us one of the most
prolific inventor companies on a per-employee basis in US history. Jankov: “Surviving the early 2000s in the semiconductor industry
required financing that was as creative as our products. In Series B,
“Third, we focused on partnering with the top five potential customers management and the founders had to help lead the round with our
for our technology. It was through these tight customer partnerships own money to show our belief and commitment. To keep things going,
where we were guided to build exactly those solutions that our customers the company had to sell some technology for US$ 5 million, and
needed in the time-frame they needed them. management had to contribute again for Series C and D. The biggest
chunk came from an aborted acquisition attempt by our biggest
“Fourth and most important, we concentrated on building the best team competitor, resulting in US$ 30 million of investment from a negotiated
in the industry. Our investors agreed that we would carve out a larger walk-away provision. Finally, as IPO approached and manufacturing
slice of company equity than typical to guarantee we could attract the yields were not yet stable, management and investors stepped forward
best people and get them committed to the company’s success. We are for a US$ 10 million bridge loan.
also willing to take huge risks in innovation. A commitment to innovation
is the only way to bring in the top scientists and engineers in Silicon Valley.” “Throughout the process, one of our company’s strengths was the vision
and guts of the leading investors. There was never a question about
What were the major growth accelerators for your whether or not to take the big risks necessary to bring leading-edge
company in its high-growth years? products to market, even though this strategy required more investment
and exposed the company to a greater chance of financial failure.
Jankov: “To date, the company has had four major growth accelerators:
1. The first accelerator was in 2003, when Cisco started ramping “At the IPO in July 2004, we raised about US$ 40 million. Since the IPO,
equipment containing our first route processor chips. Soon, we had the company has consistently generated strong cash flows to allow for
expanded sales of these products to other customers, and increased investment in research and development as well as expansion
by mid-2004, this first accelerator was large enough to bring us in sales and marketing. More recently, in March 2010, we again tapped
through IPO. the public markets with a secondary stock offering to replenish the cash
2. The second accelerator kicked in about 2005 as we introduced used to acquire RMI. This secondary offering raised over US$ 100
products to go after new markets for cable and fibre deployments million, resulting in a current balance sheet of over US$ 200 million,
in communications infrastructure. With these new products, we which gives the company flexibility for additional investment or acquisitions.”
expanded our customer base to include Alcatel-Lucent, ARRIS,
Motorola, Juniper and Huawei. Both of these accelerators are still What were the major challenges your company had to handle in
generating significant growth. its high-growth years, and how were they managed?
3. The third accelerator is just getting started and is driven by the
explosion of smart phones, which are increasingly using video Jankov: “One of the biggest challenges was keeping the star
bandwidth and Internet-based applications. This third accelerator is employees we had, continually attracting new talent and integrating
likely to be the largest and longest lasting, and it is expanding our so many new employees into our design methodology and corporate
customer base to all of the top 20 communications infrastructure culture. Stock options and our sincere dedication to innovation allowed
suppliers and to hundreds of wireless service providers, crossing us to keep and attract the needed talent. Our very strong corporate
every corner of the globe in Europe, the Americas, Asia, Africa and culture, which emphasizes open communication and the aggressive
the Middle East. sharing of new ideas, made the assimilation of new employees
4. The fourth accelerator is our growing product portfolio. We have less difficult than feared.
always ploughed a big portion of our profits back into R&D, which as
30% of sales is one of the highest in Silicon Valley. To further extend “Another challenge was the sales, manufacturing, finance, legal and
the breadth of our products, we also made four acquisitions, all of other logistics of growing from US$ 40 million in revenue in 2004 to
which have contributed numerous new products. With these new nearly US$ 400 million in revenue by 2010. This was accomplished
through a combination of very strong leaders and a fast-track campaign Give examples of dark moments or negative periods that your
to automate every aspect of our business. Shooting ahead of the target, company or you faced as part of your journey as an executive
we now have a system in place that can easily scale to US$ 1 billion and with this company.
beyond in revenue.
Jankov: “The first dark moment occurred in the summer of 2002.
“A third challenge has been the integration of four acquisitions in five We were running out of money, struggling with a new product and
years. There are the obvious issues of merging different design having difficulty penetrating any major customer. We were about to be
methodologies, sales channels, accounting systems, etc., but the saved from our misery through an acquisition by our largest competitor,
hardest part was integrating so many new employees and ideas. but then they walked away from a definitive acquisition agreement after
This is especially true in leading-edge technology, where the star players two months of diligence, during which they had learned all of our secrets
have strong opinions and their views must be accommodated in any and dirty laundry. We could easily have let this situation destroy us, but
integration. We have accomplished this by having a strong tolerance instead, we took it as a slap-in-the-face and redoubled our efforts and
for competing ideas and methods of design – an approach that is commitment to success. Our founders took this slap personally, and
different than the classic approach of total integration. To date, this within a year, they had delivered a breakthrough product that was much
approach has allowed us to keep all of the key employees in all four better than our competitors’ products and allowed us to penetrate Cisco
acquisitions and has led to the delivery of many new advanced products and other key customers.
post-acquisition, which is the only true measure of the success of an
acquisition integration. “The second and single darkest moment was in late 2003 and early
2004. Our breakthrough chip was ramping production with the industry’s
“The most difficult challenge was designing numerous new products, largest customer, Cisco. The only problem was that we had severe
entering three new markets, absorbing four acquisitions and growing difficulties manufacturing this leading-edge chip, to the point where it
from US$ 40 million to nearly US$ 400 million while maintaining our was costing us twice as much to manufacture the chip relative to the
business model of 65% gross margin and 20-25% operating margin. sales price. We had a big decision to make – either we would walk away
This challenge is constant and must be managed from every angle, from the business until our manufacturing issues could be resolved or
but it can be summarized by three major areas of focus. First, we have we would immediately have to raise another US$ 10 million in cash.
to define, invent, design, sell and deliver products that are truly If we had walked, it would have crippled our relationship with Cisco.
differentiated and of high value to our customers and to deliver these However, raising US$ 10 million in a couple of weeks was nearly
products before the competition. Second, we are constantly refining our impossible. In the end, we were able to convince our investors to
worldwide manufacturing system to create the highest-quality products step up quickly. We raised the money, supported Cisco and solved
at the lowest possible price. Third, we have to accomplish this with the manufacturing issue in six months, paving the way for an IPO
a reasonable operating budget through high-efficiency operations and in July 2004.
utilization of the international talent pool.”
“A more recent dark moment was the fourth quarter of 2008. As the
financial crisis hit, our revenue bookings dropped to near zero, and we
were flooded with order cancellations. This was not unique to us and
was widespread in all areas of the economy, especially in technology.
Our competitors and most technology companies immediately cut
costs by reducing staff and delaying or cancelling some new product
development. We decided to try and bull our way through the downturn
and actually took advantage of the tech-labour turmoil to add some key
engineers, which allowed us to accelerate new product development.
This decision was nerve-wracking for six months as we rapidly dropped
from record profitability in Q3 2008 to near break-even results in Q1
2009. We made it through, however, and the result is a slate of new
products in 2010 that is well ahead of the competition and providing us
with the best growth in our history – a doubling of revenue and profits
in 2010 relative to 2009.”
What are the key lessons about entrepreneurship and successful “Finally, it is critical to create a global competitor from the outset. From
growth strategies you’ve taken from your company experience? a design standpoint, any company that does not take advantage of the
innovation of Silicon Valley paired with the cost advantages of India and

Jankov: “If you want to have a successful growth strategy, it is vital to China cannot be competitive. It is the same situation in manufacturing,
be in a growing market. This is especially true if you are a start-up and where critical suppliers are spread between the US, Japan, Korea,
need to penetrate customers who have existing suppliers. First, a Taiwan, China and Southeast Asia, and the company has to have
growing market provides the obvious benefit of an expanded total a global presence to have the best-in-class supply chain. The most
available market. For start-ups, it is even more important that growing important area to be global is in sales and marketing. With the cost of
markets are more dynamic, with rapid change providing opportunities advanced development so high, it is impossible to create a profitable
for aggressive new companies to enter the market. It is much more business model without supplying to all of the major customers spread
difficult to enter a stagnant market with entrenched existing suppliers. among the US, Europe and Asia.” 
“It is also necessary to aim ahead of the target in new product Prepared by George Foster, Antonio Davila, Xiaobin He and Ning Jia , 15 November 2010
development. To make major market share gains, it is necessary to

deliver products that are truly differentiated. Otherwise, why would
NETLOGIC MICROSYSTEMS NETLOGIC MICROSYSTEMS
REVENUE HEADCOUNT
IN MILLIONS (US$ M)
$ 200 600
$ 180 540
$ 160 480
$ 140 420
$ 120 360
$ 100 300
$ 80 240
$ 60 180
$ 40 120
$ 20 60
$0 0
1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009
customers switch from their historical suppliers to a new and

untested supplier?
“The most important lesson is cliché. In technology, the intelligence,

NET L O G I C M I C R O S Y S T E M S
creativity, motivation and teamwork of the people ultimately determines
TIME-LINE
the level of success. Providing an environment that attracts, keeps and / KEY EVENTS
motivates top employees is an absolute requirement.
Godinho Hires Ron Jankov Makes IPO Acquires Acquires Aeluros, Inc.
establishes as CEO, raises Cypress’ network
NetLogic, funded initial funding of search engine
by himself US$ 14M assets
1980 1997 1998 APR 2001 JUN 2005 FEB 2006 2007 2009
2000 2004 2004 2006
Godinho founds Sells products to Raises additional Enters Master IEEE Spectrum Acquires IDT’s
Integrated Device first customer, funding Purchase ranked NetLogic 1 network search
Technology (IDT) Shasta NetWorks Agreement with of top 10 powerful engine related
Cisco patent portfolios assets
Norkom Technologies | Ireland
Overview :
Founded in Dublin, Ireland, in 1998, Norkom has had two

NORKOM TECHNOLOGIES
distinct eras. During
NORKOM TECHNOLOGIES
the first era – fromREVENUE

approximately 1998 (and earlier in development)
H E A D C O U N T to 2001 –
it developed applications for market automation and churn and credit decisions
IN MILLIONS (€ M)
€ 60 300
in the financial services and telecom markets. Both of these markets took large
hits in late 2000 and 2001 and Norkom could no longer remain viable if it continued
€ 50 250
with that focus. The second era started in 2001-2002, when Norkom reinvented
€ 40 200
itself as a provider of financial crime and compliance software solutions to the

global financial services industry. Norkom developed a variety of software
€ 30 150
solutions and strategies against money laundering, fraud detection, identity theft
€ 20 100
and other types of financial crime activities. Norkom’s clients now spread across
€ 10 50
more than 100 countries and four continents, including a number of the world’s top
financial institutions, such as HSBC, Standard Chartered Bank, Banco Santander
€ 0
2004 2005 2006 2007 2008 2009 2010
0
2004 2005 2006 2007 2008 2009 2010
and Bank of Montreal. Norkom made its IPO on the Irish and London Stock
Exchange in June 2006. The original co-founders were Paul Kerley, Colm Crossan,
Ray O’Donnell, and Kilian Coleran.
NO R K O M T E C H N O L O G I E S
Develops CRM Telco and Restart: Enters Signs US$ 10M Goes IPO on the Enters Asia-Pacific Ranks on Banco
applications for financial the financial crime deal with Bank of Irish and London financial crime and FinTech 100 Santander
telco and financial sectors suffer and compliance Montreal Stock Exchange compliance market for the first selects Norkom’s
sectors cutbacks market time AML solution
2000 NOV JUL

1998 2002 2003 2006 2007 2008 2007
2001 2004 2007
Paul Kerley founds Achieves Raises Acquires Acquires Compliance

Norkom in Dublin, profitability 3M euros Data4s US-based Reporter names
Ireland in venture Digital Harbor Norkom Vendor
capital of the Year
Quotations from:
Paul Kerley is co-founder, chief executive officer and executive director of Norkom. Before founding Norkom in 1998, he spent five years as a
senior manager at Capgemini, introducing and building out its consulting and projects capabilities in Ireland. Previously, Kerley held senior roles with
Amdahl Corporation and System Industries. Kerley graduated from Dublin City University. He was named Emerging Entrepreneur of the Year by
Ernst & Young in 2000 and Technology Person of the Year by the Irish Software Association (ISA) in 2009.
What was the source of the initial idea, and how did that idea partner-enabled market for certain geographies. Our sales transaction
evolve into a viable high-growth business venture? How did it per year will increase across most markets. Both models have already
change over time? been proven in the last year or so.”
Section 7 – Executive Cases: Norkom Technologies

Kerley: “We developed the initial idea between 1994 and 1998. The What were the major growth accelerators for your
idea centred on the concept of using technology to automate white-collar company in its high-growth years?
decision making. While working for US and European multinationals,
I had become aware of the huge inefficiencies that existed in terms of Kerley: “In short, investing in the right innovations and go-to-market
how human capital was utilized. The idea was to use artificial intelligence strategies. The drivers for growth come from the increased volume of
and business intelligence technologies to build an industry-specific sophisticated criminal attacks on the financial institutions together with
application that would accelerate decision making in certain key industries. the increased introduction and enforcement of regulatory legislation.
Created in the early years, our first application was applied to the Norkom was one of the few players to come to market and define the
deregulation of the telecom and financial services industries while the market for converged enterprise solutions that address this space
dotcoms entered the market. Norkom developed applications for market (for example, technology applications that combat fraud and ensure
automation, churn and credit risk decisioning, etc. When the dot-com compliance). Norkom has consistently invested in R&D (approximately
and telecom markets collapsed between late 2000 and 2001, 15% of annual revenues) and properly anticipated the market
Norkom repositioned the business to address one sector and one opportunity by bringing to market converged enterprise financial crime
business issue: financial services and financial crime/compliance.” and compliance solutions. Company and product positioning –
combined with the build-out of a global sales and services infrastructure –
What was the initial growth vision or aspiration of the founding were critical to achieving the growth.”
team? Was there a sizeable change in this growth vision or
aspiration over time? If a change, please describe. Briefly describe the financing of your company and how this
Kerley: “During the dot-com era, the company adopted a high-growth,
high-burn model, which ultimately failed when the dot-com market Kerley: “Norkom first raised external funding in June 1999 and, in line
imploded in late 2000, early 2001. Growth rates were running at with the high-growth/high-burn model, raised further equity in December
200%+ for the first three years with a high-burn rate. The company was 1999, May 2000 and September 2000. All of these rounds were raised
repositioned and remodelled in 2002. Between the years of 2002 and at increasing valuations and from the same investor base (except
2007, the company grew at an average of 39% CAGR and delivered for September 2000, when a new investor came in as part of a pre-IPO
a consistent 17-18% EBITDA. Since 2008, the company has been funding). The dot-com collapse had started slowly, with the NASDAQ
navigating through the financial crisis caused by the credit and sovereign index peaking in March 2000, but the IPO markets did not close
crisis. Norkom has remained operationally profitable while investing in until November/December 2000, at which point Norkom had to cancel
new products and markets to drive growth. The aspiration is to run a its planned IPO.
model in our market where the company can grow mid-20s on a
CAGR basis and grow EBITDA over time from a run rate of 17-25% “The need to restructure the business, focus on a new sector and
predominantly by growing the GP from the early 60s to early 70s.” change the business model to one of lower growth with profits led to the
refinancing of the company in summer 2002. This was a much smaller
Describe the strategy or business model that enabled financing compared to the previous equity raised, but the company
your company to achieve its high rate of growth. turned profitable and has been since. Indeed, Norkom’s first acquisition
in November 2004 was internally funded. Recognizing the need to grow
Kerley: “So far, the strategy has been to predominantly sell directly to both organically and by acquisition, the company completed an IPO in
the market. Our market has traditionally been defined as the top 250 London and Dublin in June 2006 to help fund acquisitions. In August
institutions worldwide. This has involved a solutions selling model that 2007, Norkom subsequently acquired a US company, which was largely
would see Norkom’s opportunity grow to US$ 20 million per client over funded by a public placing. Norkom remains a cash-rich company today
the lifetime of the relationship. The model is now evolving to include the with a strong balance sheet.”
top 750 institutions. Norkom is packing its solutions to fit the smaller
institutions. Norkom’s go-to market will move to accommodate a
What were the major challenges your company had to handle in 40% of our business evaporated within 12 weeks. Large contracts that
its high-growth years, and how were they managed? were supposed to be signed in May were delayed. The confluence of
both of these occurrences led to a collapse in confidence. During a key
Kerley: “Norkom is a relatively small but global company. We serve board meeting at the end of June, Norkom’s fate was debated, and the
top-tier financial institutions worldwide. Team mobility and effectiveness management was given the weekend to come up with a plan that was
are key to growth. Anything that distracts the team from execution backable and would stop the business from being liquidated or put
of either non-core activities or dislocating market activities can have into receivership. That was a long weekend requiring a lot of physical
a significant impact on growth. and emotional effort for a number of senior managers and key
investors. It resulted in a rescue-funding package being put in place.
“Internal challenges included managing growth, raising funds, building Further head count was cut. With the total head count now at 55, the
high-performance teams, transforming the business (moving from a company essentially had to do a restart. The founding group saw their
multi-sector CRM loss-making model to a single-sector profitable model) holdings in the company collapse by greater than 90% in the capital
and growing fast through organic growth while executing acquisition restructuring that followed. There was an opportunity to increase
(two since 2004). shareholding through performance-based incentives. While the capital
restructuring and the redistribution of the founders’ shares was the
“External challenges included the dot-com meltdown in 2000, the pulled correct thing to do at the time, it marked a significant change in the
IPO in December 2000, 9/11, the telco meltdown in 2002, the psyche of the founders. They were now managers with options as
SARS outbreak in 2002, the successful IPO in 2006 and the credit opposed to owners. Management and investors pulled together to
and sovereign debt crisis.” rebuild the business. Later, in October of that year, some of the larger
contracts were signed, and Norkom went profitable and has been
Give examples of dark moments or negative periods that your profitable since.”
with this company. What are the key lessons about entrepreneurship and successful
Kerley: “Regrouping and rebuilding the team after the pulled IPO in 2000.
“Post the IPO pulling, the founders had to decide what the appropriate Kerley: “Team: Building high-performance teams is the key to success,
response was. The business was geared up for a large cash infusion and much work and focus needs to go into nurturing, coaching,
and a drive for growth. We now had a situation where the IPO didn’t go changing and developing the team capacity to address the challenges
ahead and the demand side of the market was collapsing because of of building a global business in the technology sector.
the dot-com crash. Trying to evaluate the effects of both meant we had
to make a call on what the baseline run rate level would be. Within three Funding strategy: Much time can go into business ideas or execution
months, we had let go approximately 60% of the team (270 down to plans that are not fundable. Many good businesses fail because of poor
120). Since the circumstances that required this had nothing to do with funding strategies.
the quality of the people, it was an emotionally draining exercise – one
that had to be executed in a way that was quick and looked after those Go to market: For Norkom’s particular model, it was not possible to
who had to leave while giving hope and improving morale for those outsource/partner our way to building our market. We had to define
who were staying on. The objective was to get the company to break a market segment and influence key constituencies to establish the
even on the current balance sheet strength and then look to rebuild from market before starting to reap the benefits.
there. We broke even in the December quarter.
Choosing the right market: We had to choose a market that was sensitive
Downsizing the business and letting go good people because of market to working with the right solutions as opposed to the right channels.
movement and management failures. Choosing financial crime and financial services allowed Norkom to
become the best globally in one area and differentiate ourselves enough
Rebuilding the capital structure in June 2002. to compete against the larger players.
We had broken even in the preceding December quarter, and it was
now Q1 calendar 2002. As much as 40% of our business was in the
telco sector. We contracted business with teams on site-earning rev-
enues. The markets stopped funding most 3G license build-outs, and
Competitive strategy: Norkom competed on solutions selling, innovating
ahead of the market and delivering the people, technology and know-how
to make our clients successful. Larger organizations found it too difficult
Section 7 – Executive Cases: Norkom Technologies

to be that focused.
Management and shareholder alignment: There have been many difficult

periods over the last 10 years that challenged all stakeholders in the
business. Businesses can self-destruct if there is misalignment between
investors, management and the market. Maintaining this alignment is a
key objective of CEOs, who often can find themselves on both sides,
depending on the situation.
Build a shock-proof business: When building a business, you must put

much thought into building teams, technology, market share, etc. Many
teams don’t focus on market dislocations such as the dot-com, 9/11
NORKOM TECHNOLOGIES NORKOM TECHNOLOGIES
REVENUE HEADCOUNT
IN MILLIONS (€ M)
€ 60 300
€ 50 250
€ 40 200
€ 30 150
€ 20 100
€ 10 50
€ 0 0
2004 2005 2006 2007 2008 2009 2010 2004 2005 2006 2007 2008 2009 2010
and financial crises. Much work needs to be done to ensure that good
business models are developed that expect and sustain a business
through such events. Many good businesses have failed not because
they were not good businesses but because they were not prepared to
NO R K O M T E C H N O L O G I E S
deal with a shock.
Tail wagging the dog (the markets): Very often, the public and private
Develops
markets CRM
reward Telco
behaviour thatand Restart:
is at odds Enters long-term
with building Signs US$ 10M Goes IPO on the Enters Asia-Pacific Ranks on Banco
applications for financial the financial crime deal with Bank of Irish and London financial crime and FinTech 100 Santander
sustainable value.
telco and Fads appear
financial sectors and
sufferare and
rewarded. Being ledMontreal
compliance by the Stock Exchange compliance market for the first selects Norkom’s
sectors cutbacks market time AML solution
capital markets can be rewarding at times; however, you become a
speculator
1998
rather than 2000
a businessman2002
building a sustainable
2003
business.”
NOV  2006 JUL 2007 2008 2007
2001 2004 2007
Prepared by George Foster and Xiaobin He, 15 November 2010 Raises

Paul Kerley founds Achieves Acquires Acquires Compliance
Norkom in Dublin, profitability 3M euros Data4s US-based Reporter names
Ireland in venture Digital Harbor Norkom Vendor
capital of the Year
PALADIN ENERGY LTD PA L A D I N E N E R G Y LT D
REVENUE PRODUCTION
MILLIONS (US$ M) MILLION TONNES OF URANIUM OXIDE
Paladin Energy LTD | Australia

$ 250 5
Overview
$ 200 : 4
Paladin Energy is a uranium exploration and production company led by its founder,
$ 150 3
John Borshoff. Headquartered in Perth, Australia, Paladin is a multi-mine and

multinational company with major activities in Africa and Australia. Paladin was
$ 100 2
incorporated in 1993 and listed on the Australian Stock Exchange in 1994. Between
1998 and 2002, Paladin effectively restarted as an operating uranium mining
$ 50 1
company. It recognized its first uranium revenues in 2006-2007 with US$ 3.4
$ 0 0
million. In 2008-2009, revenues were US$ 114.8 million; in 2009-2010 US$ 204.3 million.
2002/03 2003/04 2004/05 2005/06 2006/07 2007/08 2008/09 2009/10 2002/03 2003/04 2004/05 2005/06 2006/07 2007/08 2008/09 2009/10
In 2010, Paladin was the second largest pure play uranium mining company in
Australia and in the top 10 international uranium producers.
PA L A D I N E N E R G Y LT D
Listed on Acquires Langer Listed on Issues US$ Takeover of Inaugurates

Australian Heinrich Project in Toronto Stock 250M in Summit Kayelekera mine
Securities Namibia Exchange convertible Resources Ltd.
Exchange bonds
SEP MAR AUG AUG OCT DEC JAN MAR APR OCT
APR
1998 2004
1993 1994 2002 2005 2006 2006 2007 2007 2008 1996
2009
Incorporated Acquires BFS for Langer Takeover of First revenue Issues US$ 325M in
Kayelekera Heinrich Valhalla from Langer convertible bonds
Project in Malawi Successful Uranium Heinrich
Quotations from:
John Borshoff, founder, managing director and chief executive officer of Paladin Energy, is a seasoned uranium industry executive with 16 years
of experience prior to founding Paladin. For decades, Borshoff maintained a deep belief that the uranium industry would be an important
contributor in meeting global energy demands. When Borshoff set up Paladin in 1993, uranium was viewed as an obsolete and dying industry,
and nuclear power as a failed experiment. From 1998 to 2002, he acquired important African projects at very low prices due to the negative outlook
on the industry. Paladin’s Langer Heinrich and Kayelekera projects are the world’s first two conventional uranium-producing mines built in the
last 20 years. Borshoff understood the value of prior efforts in mining exploration and successfully negotiated to acquire the Uranerz database of
African uranium occurrences and prospects covering the 1970s and 1980s.
Mark Barnaba, Co-founder and executive chairman, Azure Capital, is an advisor to Paladin and multiple Australian and global natural resource
companies. Previously, he was co-chairman of Poynton and Partners and GEM Consulting. He also has worked for Goldman Sachs and
McKinsey and Company. Barnaba holds a BCom (Hons) from the University of Western Australia and a MBA from Harvard University and is an
adjunct professor in investment banking and finance at the University of Western Australia.
change over time?
Borshoff: “Paladin is the only emerging uranium company in the world
Section 7 – Executive Cases: Paladin Energy LTD

Borshoff: “I worked for 16 years with Uranerzbergbau GmBH, a West that is modelled on tier one principles. We developed A-to-Z in-house
German company specializing in uranium exploration and mining capabilities – including geological, project generation, feasibility studies,
worldwide. I began as a project geologist in 1975 and in 1987 became construction, production, and marketing – as well as a pipeline of
head of Australasian operations. I was exposed to the full breadth of projects available for future development. Three key factors created an
the uranium exploration, mining and marketing industry and became ideal window of opportunity for Paladin: 1) understanding uranium and
very interested in the growth of global electricity and the fuel mix that the nuclear industry from a long-term perspective, 2) appreciating the
generated this fascinating resource. Uranerz was successful, but they limitations imposed on the existing uranium miners suffering from 25
withdrew from Australia in 1991 because of the country’s restrictive years of commodity depression, and 3) the loss of industry expertise
uranium policy. and contraction of the industry worldwide. In the early stages, the
company focused on Australia. In the mid-1990s, I decided that Paladin
“Nuclear was perceived as a failed experiment, and oil companies pulled needed to obtain an interest in African projects. Langer Heinrich and
out of the uranium business along with the major resource companies Kayelekera were both strong, viable mines that formed the building
and numerous specialized, international, government-sponsored blocks for Paladin. Development was orchestrated to complete activities
uranium companies. My strong expertise in uranium and evolving belief at one mine before initiating the same activity at the other mine. These
in nuclear technology never wavered. When Uranerz departed Australia parallel activities were no accident.
in 1991, showing no interest in uranium, I managed to negotiate
the considerable uranium databases it had accumulated during its “Paladin’s sole focus on uranium created a huge opportunity base
22 years in Australia. This encompassed geological, metallurgical for the company. The company’s pioneering processes resulted in
and environmental data, which gave the company enormous intellectual property that gave Paladin access to ore bodies that were
credibility and unique value when Paladin was listed on the Australian unavailable to other companies. Langer Heinrich and Kayelekera are
Stock Exchange in 1994.” the world’s first two conventional mines built in the last 20 years.
Paladin’s unique process is recognized by other miners in the industry
What was the initial growth vision or aspiration of the founding who consistently approach the company to partner with Paladin to
team? Was there a sizeable change in this growth vision develop their own deposits.”
Barnaba: “In Paladin’s early years, John generated so much confidence
Borshoff: “In 1996, the board agreed to support a uranium focus, in his strategy that very high-quality people were eager to join the
even though they knew very little about the industry. After a small spike company. He simply made it very compelling to be part of Paladin, and
in 1996, uranium continued to be a depressed industry, and Paladin he has a very good eye for people. John is viewed as the grandfather
continued to acquire uranium assets in Western Australia and Africa of the modern uranium industry worldwide. He is seen as one of the few
(Malawi). To survive during this period, in which gaining funding for global experts in uranium and is sought after for his views.”
uranium was almost impossible, Paladin diversified its activities
and established software and IT companies to financially support its What were the major growth accelerators for your company
uranium efforts. in its high-growth years?
“Dissent from one shareholder group initiated a fight for control that Borshoff: “There were three major growth accelerators during Paladin’s
Paladin overcame with its uranium assets intact. In 2002, with high-growth years:
AU$ 50,000 in the bank, Paladin purchased the Langer Heinrich Project 1. Our asset build-up strategy. We acquired uranium projects when no
in Namibia for the sum of AU$ 15,000. Paladin survived on meagre one else in the world wanted them.
earnings – share price from AU$ 0.08 cents to 3 cents – until funds 2. Adoption of new mining process technologies in both African mines.
slowly became available from January 2004 to April 2009. Through This required both an appetite for risk and a technological services
sheer commitment and adherence to its vision, Paladin built two group that could satisfy bankers and financiers that the risks were
uranium mines in Africa and initiated one expansion involving a US$ 360 properly mitigated. As a result, Paladin now has the world’s only
million capital expenditure and US$ 70 million in working capital funds.” alkaline leach conventional uranium mine and the only modern
‘Resin-in-Pulp’ uranium mining operation.
3. Building a global marketing arm. The marketing group presented What were the major challenges your company had to handle in
the benefits of uranium energy to potential clients and inspired its high-growth years, and how were they managed?
confidence that Paladin was able to generate the required supply.
Before 2005, the industry mainly looked at the demand side of the Borshoff: “We had to overcome three major challenges
uranium market. People did not understand the shortage of supply in Paladin’s high-growth years:
due to the difficultly associated with the mining technology used 1. Building confidence among external stakeholders that the uranium
to extract uranium. By helping Paladin’s potential customers industry was set for a period of growth. For the past 20 to 25 years
appreciate the supply constraints from existing mines and the before the early 2000s, the uranium industry had been in decay.
effects of globalization on the consumer market, Paladin was able Our global marketing group was the key to meeting this challenge.
to generate strong demand for its products.” 2. Creating an organization that recognized a mine construction culture
that was quite different from the past. To accomplish this, we developed
Barnaba: “John not only picked the cycle in as much as he put his a construction owners group that reported directly to the CEO.
money where his mouth was in buying assets at the bottom of the cycle, This group helped to ensure that the project manager responsible for
but he gradually convinced others, globally, of his point of view. Remarkably, development and construction were kept honest in terms of
John built an entire company from nothing in just a few short years. deliverables. This group was a key reason Paladin delivered two
It took enormous personal belief, very visible leadership, persistence, mining projects on time and on budget in two different countries.
stamina and in no small part, an ability to take many measured and 3. Balancing operational discipline and flexibility when searching for
calculated risks.” growth opportunities. From an early stage, we adopted a bi-modal
organizational structure that combined the tight mechanistic
Briefly describe the financing of your company and how this discipline and operating practice required in a mining operation
financing impacted the growth of your company. with a flexible, organic approach to accommodate growth via both
exploration and acquisition. Creating a hierarchical structure with the
Borshoff: “One of the critical issues in a company that is undergoing ability to also utilize the benefits of a flexible matrix structure, where
extremely rapid growth from very low capitalization is to ensure that these teams could work within less structured principles, has been a
sufficient funding is available. With only a US$ two million market continuous goal. Also, in terms of organizational management,
capitalization in 2003, we had to inspire the confidence of the banks the HR function has deliberately been reduced to a purely supportive,
and to share the vision we had for building the mining house. This was facilitating role. In this way, each key manager takes primary
a challenge, given that the mines were in Africa and we were using a responsibility for his staff rather than being debilitated by an
unique mining process. The company adopted a deliberate strategy to unconstrained HR department. Silo structures, which often serve
raise mostly project finance, even when equity finance was available, self-interests and isolate employees from the company’s business
with private resource banks. We wanted Paladin to operate at a higher goals, are strongly avoided.”
level of financing sophistication, even with its first project. Fortunately,
we delivered on each capital raising, so there was no negative Give examples of dark moments or negative periods that your
shareholder response to subsequent raisings. During the 2004 to 2008 company or you faced as part of your journey as an executive
period, Paladin raised US$ 130 million in equity, US$ 240 million in with this company.
project financing and US$ 575 million in convertible bonds. Paladin
is now in a phase of growing its financials to include cash-flows and Borshoff: “In the early years, it was difficult to pay the bills and keep
measuring success on a clear and simple parameter – return on the team together. We had to diversify into other areas like IT, although
shareholder capital.” we always managed to retain our uranium assets. It was hand-to-mouth
for long periods of time. You had to keep reminding yourself – and
your team – why you believed in the vision and why you thought the
realization of that vision wasn’t too far away. Raising money was difficult
because it involved personal guarantees and knocking on the doors of
family and friends. It was tough and you needed resilience, self-belief
and fortitude to get through it.
“Another dark moment concerned the shareholder revolt. The focus of 3. Seek ways to partner effectively with key constituents. Kayelekera
Paladin was jeopardized by the self-interest of disgruntled shareholders was the first modern mine to be built in Malawi. The Malawi govern-
who saw no sense in pursuing uranium. New board members promoted ment had no precedent or framework to deal with the complexity of
Section 7 – Executive Cases: Paladin Energy LTD

other agendas at the expense of board-to-management cohesion. establishing this project and engaging with diverging interest groups
In this toxic, emotionally disturbing environment, motives were questioned arising from the largest private investment in Malawi. We have
and our original vision was difficult to grasp. After a shareholders’ placed a premium on working effectively with our host governments.
meeting favouring the incumbents clarified the issue, we got back on 4. Beef up the horsepower of the board. After a shareholder skirmish
course with a unified vision. For me, this episode reinforced the huge that threatened to turn Paladin’s focus from an emerging miner to
value of dream participation in a corporation whose common goal a medical technology company, the board was established with an
remains essential to achieving a difficult vision.” engineer engaged in developing Langer Heinrich, an investment
banker, and others with specific financial expertise to complement
What are the key lessons about entrepreneurship and successful the existing members.” 
Prepared by George Foster, Rana Mansoor, Sandy Plunkett and Azure Capital,
22 November 2010
PALADIN ENERGY LTD PA L A D I N E N E R G Y LT D
REVENUE PRODUCTION
MILLIONS (US$ M) MILLION TONNES OF URANIUM OXIDE
$ 250 5
$ 200 4
$ 150 3
$ 100 2
$ 50 1
$ 0 0
2002/03 2003/04 2004/05 2005/06 2006/07 2007/08 2008/09 2009/10 2002/03 2003/04 2004/05 2005/06 2006/07 2007/08 2008/09 2009/10
Borshoff:
1. “Be willing to stand alone in your beliefs. I felt I had the ability to
inspire others to join me on a journey that would be exciting and
challenging, knowing that if we got things right there would be a
PA L A D I N E N E R G Y LT D
material reward following personal achievement and satisfaction.
2. Use support networks. In the early days, I knew that as a small
group we did not have all the necessary skill sets in-house. Azure
Listed ona key strategic
Acquires Langer Listed on Issues US$ Takeover of Inaugurates
Capital became advisor to us. The ability to bounce
Australian Heinrich Project in Toronto Stock 250M in Summit Kayelekera mine
ideas in aSecurities
confidential mannerNamibia
with a third party thatExchange
did not have an convertible Resources Ltd.
Exchange bonds
equity position or self-interest worked extremely well for Paladin and
was critical
SEP MAR to our success.AUG
1998
This close association
2004
gave Paladin
AUG OCT the DEC JAN MAR APR OCT
APR
1993 1994 2002 2005 2006 2006 2007 2007 2008 1996
2009
ability to fight above its weight class in areas in which we did
not have prior experience.
Incorporated Acquires BFS for Langer Takeover of First revenue Issues US$ 325M in
Kayelekera Heinrich Valhalla from Langer convertible bonds
Project in Malawi Successful Uranium Heinrich
PETFOR PETFOR
REVENUE HEADCOUNT
MILLIONS (US$ M)
Petfor | Turkey
$9 63
$8 56
$7 49
Overview :
$6 42
Petfor is a Turkish recycling company whose major activity is the recycling of

$5 35
PET, a commonly used consumer plastic. Semih Yuzen, who had worked at his
$4 28
family business (Yalteks) where he experienced shortages of polyester raw

$3 21
material, started Petfor in 2004. Recycled post-consumed PET bottles can be used
$2 14
to produce polyester. Yuzen spent time in Italy studying the recycling business
$1 7
prior to establishing Petfor. Operations began in 2004 with a state-of-the-art plant

$0
2004 2005 2006 2007 2008 2009 2010
0
2004 2005 2006 2007 2008 2009 2010
that recycles plastic bottles and produces high-grade PET flakes. The PET flakes
are cleaned and the recovered material used to produce plastic bottles. Yuzen
became an Endeavor entrepreneur in 2006.
PETFOR
Export to leading PET Start of Ekosistem in Best year in terms of US$ 25M sales generated Needs to double capacity
packaging film manufacturers Istanbul where 2000 tons profitability despite in 2010, 24 new jobs to satisfy demand of
of Europe, including Italy, MSW (Municipal Solid deep crisis in Turkey created in the area, first of customers in Turkey and
Spain and Portugal Waste) processed daily and in Europe its kind in Turkey in Europe
2004 2005 2006 2007 2008 2009 2010 2011
First production and First Endeavor State-of-the-art Start of new Yalteks

45% growth annually entrepreneur selected automatic selection production line, a US$ 40M
since 2004 from Turkey in system installed, investment to utilise 80% of
South Africa first in Turkey Petfor's production
Quotations from:
Semih Yuzen was born in Istanbul in 1970. He was 16 years old when he entered Istanbul University, and was one of the youngest graduates
when he received his degree in business administration in 1990. He graduated from Pepperdine University in 1994, and worked at Yalteks
between 1994 and 2001 as export and import manager. He took a year off in 2002 and travelled to Italy, and decided to establish Petfor in
2003. Money was raised through a bank. His father was the guarantor and all of the US$ 4 million loan was paid back 100% by 2009. Both
his father and brother are chemical engineers. His brother lives in New York and his father has an asphalt processing business that supplies
modified asphalt to the major road contractors in Turkey.
What was the source of the initial idea, and how did that idea a PET bottle shortage once we install the new line and double
evolve into a viable high-growth business venture? How did the capacity.”
it change over time?
Describe the strategy or business model that enabled
Yuzen: “I came back to Turkey after getting my MBA in the US in 1994 your company to achieve its high rate of growth.
Section 7 – Executive Cases: Petfor

to work for the family company, Yalteks, which was already being run
by my brother for three years. Although I was a 50% owner of Yalteks, Yuzen: “Quality was the key to our success and still is. During the
I never thought it was mine and had to work as export/import manager crisis, we were able to keep our customers with a higher rate of
for seven years. We had different ideas about running the company. profitability. The margins were almost doubled because of the lower
Since he was the older and the more experienced one, I had to respect cost of input (PET bottles). We kept investing in new technology
and continue working under him. We had to fight during the day and and that saved us during difficult times. We had an edge over our
went out for drinking after work since we were (and still are) also best competition and Petfor remained as the benchmark for our industry.
friends. It was really a strange and very difficult process. At that time, We also responded promptly to the claims of our clients. We always
I was 24 years old and he was 30. We also had to fight against our tried to come up with a solution that is the most convenient for them
father over business matters. He also had different ideas about how to and they kept coming back.”
run the business. We always managed to unite against him and that also
brought us closer. The cash flow was always the issue. I was responsible What were the major growth accelerators for your
for getting the raw material ready on time for production. I had to company in its high growth years?
practice and learn the just-in-time concept. That helped me a lot, being
able to run a business without money. At that time Yalteks had to import Yuzen: “Again, quality, new technology and availability. We are always
over 70% of its raw material from abroad and the most critical one was available and reachable not only by our clients but also by our suppliers.
polyester felt, which was used as reinforcement in our products. That is very important during difficult times.
Polyester felt is produced by 100% recycled post-consumed PET
bottles and we were importing it from Italy, France and Holland. In 2001, “Other than quality, it was the freedom to make mistakes and learn from
we decided to run Yalteks differently and we let our production manager them. My father helped me a lot and gave me breathing space. Although
run the business. I took a year off and went to Italy to study Italian and I was only six months behind my initial business plan and break-even
recycling, and my brother decided to move to New York to open up a point, his support enabled me to concentrate on quality and establishing
restaurant. In 2004, Petfor was up and running. The idea was to export good relationships with my clients.”
PET flakes, which eventually would come back to Yalteks as polyester
felt. At that time, we always dreamed about producing polyester felt one Briefly describe the financing of your company and how this
day using 100% Petfor’s flakes.” financing impacted the growth of your company.
What was the initial growth vision or aspiration of the founding Yuzen: “Family and the banks. Thanks to the family financing we were
team? Was there a sizeable change in this growth vision able to maintain high growth and profitability initially. That helped me
or aspiration over time? If a change, please describe. taking risks.
Yuzen: “I always tried to keep it small and simple and looked for the “My cash flow was never in place despite the profitability. We were
talent inside Petfor. When this was not possible I brought in people. making enough money to pay the bills, however we had no bottles in
Pushing people to the limit and empowering them at the same time stock. There were days when we were not able to produce due to bottle
ensured loyalty. There has not been a sizeable change. Keep it small, shortages. We were utilizing only 20% of our capacity. It was enough
efficient and under control. That is, I believe, the best method available. to keep going but not enough to grow. Because in recycling, you have
We are facing fierce competition and the learning curve is much shorter to scale it to make it meaningful and really profitable.”
for them. As I previously mentioned, selling is not an issue. However,
supplying enough PET and maintaining the quality is. For this reason What were the major challenges your company had to handle in
we are bringing people from outside and increasing the number of its high-growth years, and how were they managed?
people in production and quality control. We now concentrate on using
existing personnel for getting enough bottles. We are opening new Yuzen: “Recycling is a very difficult industry and requires a lot of working
collection centres in various parts of the country; otherwise we will face capital especially at the beginning. The answer to that is hands-on
management. I still have my book open and I calculate the cost every What are the key lessons about entrepreneurship and successful
single day (the price of what people eat, etc.) In the first three years, I was growth strategies you take from your company experience?
the first one to arrive in the factory and the last one to leave at night. I
paid the salaries after shaking hands and thanking my workers personally Yuzen: “I would say success is dangerous. Once you start thinking ‘I am
during the first three years. That was also the case for our suppliers. invincible’, that is the time when you are most vulnerable and you start
making wrong judgments and mistakes. However, there is no better way
“Becoming a dependable supplier to the major European packing to learn other than failing. You keep failing and making fewer mistakes.
companies was also a big challenge. Getting the foot in the door and If you are clever, you don’t repeat the same mistakes but you make
keeping it inside was difficult. I even learnt Spanish and Italian so that new mistakes, which I think it is acceptable. The key is to not repeat the
I could discuss the business and challenge them in their language same mistakes.” 
(especially with their technical staff). But it has always been the quality
that matters the most. Prepared by George Foster and Endeavor Center for High Impact Entrepreneurship,
18 November 2010
“In 2007, we started Ekosistem and invested heavily (both money and
time) in this new business. In times it was frustrating because money
PETFOR PETFOR
REVENUE HEADCOUNT
MILLIONS (US$ M)
$9 63
$8 56
$7 49
$6 42
$5 35
$4 28
$3 21
$2 14
$1 7
$0 0
2004 2005 2006 2007 2008 2009 2010 2004 2005 2006 2007 2008 2009 2010
and time was never enough. Instead we should have invested in Petfor
and then in Ekosistem.”

PETFOR
company or you as an executive faced as part of your journey
with this company. TI ME-LINE / KEY EVENTS
Export
Yuzen: “Trying the runtoa leading
companyPETwith limitedStart
cashof was
Ekosistem in
(and sometimes Best year in terms of US$ 25M sales generated Needs to double capacity
packaging film manufacturers Istanbul where 2000 tons profitability despite in 2010, 24 new jobs to satisfy demand of
still is) the most ofdifficult
Europe,part. You have
including Italy, a million
MSWthings in your
(Municipal mind and deep crisis in Turkey
Solid created in the area, first of customers in Turkey and
Spain and Portugal Waste) processed daily and in Europe its kind in Turkey in Europe
no cash in your hand. You have to wait, and when you wait too long
there
2004 is always
2005 someone else who does what
2006 2007 you were supposed
2008 to 2009
do. 2010 2011
You lose the opportunity. That is really frustrating.”

First production and First Endeavor State-of-the-art Start of new Yalteks
45% growth annually entrepreneur selected automatic selection production line, a US$ 40M
since 2004 from Turkey in system installed, investment to utilise 80% of
South Africa first in Turkey Petfor's production
QUMAS QUMAS
Qumas | Ireland
REVENUE PRODUCTION
MILLIONS (US$ M)
Overview
$ 250 : 5
Qumas is an Irish-based software company assisting companies to fulfil their

$ 200 4
regulatory compliance and other compliance requirements in an efficient and

effective way. Software development is in Cork, Ireland. Early targeted industries
Section 7 – Executive Cases: QUMAS

$ 150 3
in the mid to late 1990s were pharmaceutical and financial services. Products
covering both document compliance and process compliance have been developed
$ 100 2
and progressively refined. Revenues in 2009 were in the US$ 15 million to US$ 20
$ 50 1
million range. Prior to 2007, a direct sales strategy was employed. Since 2007,
Qumas has shifted strategy to include important indirect sales partners such as
$ 0
2002/03 2003/04 2004/05 2005/06 2006/07 2007/08 2008/09 2009/10
0
2002/03 2003/04 2004/05 2005/06 2006/07 2007/08 2008/09 2009/10
Paisley and Lexis Nexis. Qumas was founded by Paul W. Hands and David Grimes
in 1994. It was the “Irish Software Company of the Year” in 2006. In 2007, Forrester
rated Qumas as “one of the clear favourites” in compliance software.
QUMAS
Seed Financing round Financing round Cost Forrester reports Indirect sales
financing with Accenture with General restructuring Qumas is ‘one of partnerships
round Technology Catalyst and layoffs clear favorites’ in with Lexis Nexis
Ventures compliance and Microsoft
software
OCT
1994 1997 1999 2001 2004 2005 2006 2007 2009 2010
1996
Founded in Kevin O’Leary sets Seed Fidelity Irish Software Kevin O’Leary Indirect sales Revenue from
Cork, Ireland by up/builds U.S. presence financing round becomes Company becomes CEO strategy Paisley reseller
Paul Hands and – Roche, Bard & client of the Year commences agreement starts
David Grimes Faulding early clients
Quotations from:
Kevin O’Leary became chief executive officer in 2007, having been with Qumas since its inception. He established the company’s presence
in the US in 1997. He has worked within regulatory industries since 1987. He was responsible for the original design and development of the
company’s first product release in the mid-1990s. O’Leary studied computer science at Cork IT and then studied industrial management through
the Federation of European Production & Industrial Management Societies. He was a member of the Enterprise Ireland/Stanford University
Learning for Growth Program in 2009-2010.
What was the source of the initial idea, and how did that idea the job, our sales engine was stopped. When I became the CEO in
evolve into a viable high-growth business venture? How did it 2007, we added an indirect sales channel strategy and that has become
change over time? our dominant sales engine. The key here is getting superb channel
partners, as great channel partners attract other great channel partners.
O’Leary: “In the mid-1990s, the founders had the Irish rights to a then “We also have continued to build our product portfolio. Our DocCompliance
leading ERP system. Missing from this, and most other ERP’s at that product is a content management system that focuses on lifecycle
time, was quality management compliance functionality. Organizations control over compliance related content. The newer process compliance
in highly regulated industries all face the common problem of how to product is a flexible business process management system that automates
manage their compliance risk. The company was set up to fill this gap business processes to track events and manage the flow of information.
with a focus first on one high value vertical. Pharmaceuticals-life We now have also added a research and development product related
sciences was the chosen vertical. It had a high value add and there was to compliance content for that activity.”
the rational that many global pharmaceutical companies already had
operations in Ireland. The 1996 to 97 period was when we were proving What were the major growth accelerators for your
out the idea – both that the technology we were developing actually did company in its high-growth years?
work and that there was a market for it. By 1997, we had three early
adopters, all European. I led the setting up of our US presence in 1997. O’Leary: “Some key accelerators were:
After 9 months in the US, we had three significant clients across 1. Signature customers. At key times in our history we have attracted
several verticals – Roche, Bard, and Faulding. By the end of 1998, we important names. The very first set of lighthouse customers was
had evidence that our compliance software was viable across several Roche, Bard, and Faulding. Then, in 2004, we signed Fidelity as a
verticals and we had clients in multiple geographies. From 1998 to major client in the financial services vertical. This was huge for us.
2001, we continued to double revenues each year.” We also added a major US bank as a client that year.
2. Signature partners. Since we added the indirect sales strategy in
What was the initial growth vision or aspiration of the founding 2007, we have attracted a blue ribbon set of channel partners –
team? Was there a sizeable change in this growth vision such as Paisley, LexisNexis, and Microsoft. We are committed to
or aspiration over time? If a change, please describe. working effectively with these partners. My motto is, ‘pay everyone’,
which translates to making sure that both the sales and marketing
O’Leary: “Our aspirations kept being adjusted over time. In the early of both the channel partner as well as our own sales and marketing
days, the first hurdle set was to reach US$ 1 million in revenues from people have strong incentives.
US clients. We wanted to have clients that other people in addition to 3. Culture in which there is open and frequent communication.
us would care about. The next hurdle was US$ 10 million in revenues. 4. Quality software development team in Cork. Ireland has a strong
We then shifted the next hurdle to get to US$ 20 million in revenues education system. We have been able to attract a talented set of
with at least two verticals.” technical people to our Cork hub.
5. Industry recognition. Endorsements from leading opinion makers
Describe the strategy or business model that enabled such as Forrester and AMR Research has helped build recognition
your company to achieve its high rate of growth. of our products and our growing presence. Forrester, in December
2007, placed us in the upper right of their compliance management
O’Leary: “The initial strategy was to develop and market our compliance platform that included over 10 competitors. They stated, ‘With
software product on a single vertical, pharmaceuticals-life sciences, strong content management capabilities for its GRC platform,
with a direct sales model. Our first customers were in Europe. The first Qumas is one of the clear favourites for addressing broad
strategy addition was a North American focus of our direct sales efforts. compliance needs’.”
Over time, we have added a second vertical of expertise – financial
services. Both of these verticals are huge areas of opportunity globally.
“Up to 2007, we relied exclusively on a direct sales strategy. However,

this model proved to be limiting, especially for a small company with
product development in Cork, Ireland. You can afford just so many
salespeople and there is a huge geographic spread of potential customers.
As a relatively small company, when our direct sales force was not on
Describe briefly the financing of your company and how this “When we lost a significant customer, I shared the bad news very
financing impacted the growth of your company. quickly and most importantly, had a positive set of action steps for
QUMAS to take. In this case, the customer left due to a major change in
O’Leary: “We had small seed rounds from Irish investors in 1997 and their strategy rather than any non-performance issues with QUMAS.
1999. The 1997 round was used to set up the US office, while the “Regardless of how dark it is, it is essential for the CEO and the top
Section 7 – Executive Cases: QUMAS

1999 round was used to grow our market in the US. In 2005, we had management team to lead with a positive attitude. There is an extra
a significant financing round – from General Catalyst and from the cultural aspect here for QUMAS. In Ireland, people are not content with
investment arm of Fidelity Investments. The Fidelity investment came a drama. They want a crisis and part of our challenge when things look
after they became a client and was a ringing endorsement for us as down is to diffuse that mindset.”
both a product and a growth company.”
What are the key lessons about entrepreneurship and
What were the major challenges your company had to handle in successful growth strategies you’ve taken from
it’s high-growth years, and how they were managed? your company experience?
O’Leary: “Some challenges include: O’Leary:

1. Building the sales engine. Our direct sales model that we exclusively 1. “Creating a market for your products is harder than you think and
relied on until 2007 places a lot of reliance on finding very effective will invariably take longer than you think. You need to commit large
sales people. There is little margin for error here. A sales hire that amounts of your time as well as those of others to meeting this
does not work out can freeze your sales effectiveness in an area challenge.
for some time. One reason for adding the indirect-channel partner 2. Culture is fluid, intangible, wonderful, frustrating, and critical. Take
model was that our partners would have a strong and broad based the time to consider and embrace your culture. A common
sales force in areas where we could not afford to be on our own. vocabulary across the organization will help its building. Having
However, it is essential to demonstrate to your channel partners transparency as a core aspect of your culture is essential. It will
that they have your top mind as well as you hoping that they have enable you to navigate through the bad times much better.
QUMAS as top of mind in the compliance product area. We need for 3. Team building is pivotal. Dictators never build teams, only servants.
our channel partners to see QUMAS as adding value to their sales The team will empower the scaling of a company.
effectiveness and commissions. We try to do things for them that are 4. Alignment of key aspects of a company – such as strategy,
meaningful, positive and unexpected – over and above just QUMAS HR policies, incentives, culture, etc. – will greatly increase your
product education and support. chances of success.” 
2. Building a culture where there is open and frequent communication.
It is critical to keep the lines of communication open in both good Prepared by George Foster, 24 November 2010
times as well as bad times, especially in bad times. If you betray your
culture you will have a broken culture.”

with this company.
O’Leary: “Every company I know has had dark moments. We have had
layoffs in 2007 when it became very important to better manage our
cost structure. We had to be very transparent in how we did this, both
for those who were laid off and for the morale of those who stayed. Our
open communication culture helped here. I got up in front of the company
and outlined ‘Here it is and why’, rather than just saying, ‘Trust me’.
RUSSIAN NAVIGATION TECHNOLOGIES R U S S I A N N AV I G AT I O N T E C H N O L O G I E S
Russian Navigation Technologies | Russia

REVENUE HEADCOUNT
IN MILLIONS (US$ M)
$ 12 240
Overview :
$ 10 200
Russian Navigation Technologies (RNT), established in 2005 in Moscow, is the

largest designer, manufacturer and integrator of telematics systems in Russia,
$8 160
holding a 30% share of the overall telematic market in 2009, adapted for the
$6 120
domestic transportation industry. With offices all over Russia and over 70,000
installed systems, the company keeps growing by offering AutoTracker’s GPS/
$4 80
GLONASS-based telematic systems for transportation monitoring and fleet

$2 40
management. The company had its Moscow IPO on 7 July 2010 on MICEX,
raising RUB 300 million (US$ 9.6 million) at a market cap of RUB 1.663 billion
$0 0
2005 2006 2007 2008 2009 2010 E 2005 2006 2007 2008 2009 2010 E
(US$ 53.7 million). Domestic sales in 2009 were RUB 210 million (US$ 6.7 million)
with 149 employees, and estimates for 2010 of about RUB 300 million (US$ 10
million) in sales with about 200 employees.
RUSSIAN N AV I G AT I O N T E C H N O L O G I E S
Incorporates CJSC Develops a Tranche 1 of Tranche 2 of Upgrade of

RNT, angel investor dealership and investments by VTB investments by VTB AutoTracker
attracted OEM partners’ First Venture Fund First Venture Fund equipment product
network
2000 2005 2006 2007 2008 2009 2010
Project launch First large First M&A deal in the IPO at Moscow’s
by MIPT students customers monitoring systems market, MICEX Stock
Uralasbest merger with Novatech Exchange
Tatneft (raising US$ 10M)
Quotations from:
Ivan Nechaev is the executive director of Russian Navigation Technologies (RNT) and a leading expert in GPS/GLONASS systems in Russia.
RNT was established as a department in 2002 at Ruslan Communications. It became an independent company in 2005 under the management of
Nechaev and Boris Satovsky (CEO of RNT).
What was the source of the initial idea, and how did that idea first project in 2004 with our only client, Don-Stroy, a large construction
evolve into a viable high-growth business venture? How did it company in Moscow. The implementation was on the risky side with a
change over time? chance of not being paid if work was not completed. However, we made
it and could therefore successfully move on with our business.
Nechaev: “We discussed the initial idea while we were students at
MIPT. However, it was implemented later when I joined ‘Ruslan Going forward (2010+ / post-IPO):
Communications’. RNT was established in 2002 as a department of Our priorities include strengthening our position in promising market
Ruslan Communications and after the successful launch of the telematic segments, which are government contracts and small and medium-
concept, it became an independent company. The initial product idea sized businesses. Besides, we are focused on international expansion
arose from interest in both GPS navigation and the transportation and the development of new technologies.”
sector, followed by rapid IT development. We have been lucky to get the
What was the initial growth vision or aspiration of the founding What were the major growth accelerators for your
team? Was there a sizeable change in this growth vision company in its high-growth years?
Section 7 – Executive Cases: Russian Navigation Technologies

Nechaev: “We have five elements, which are:
Nechaev: “Our initial target was to build a medium to larger size 1. Development of the mobile phone industry: More clients have been
business, but this was trickier than we anticipated. The major changes able to afford the mobile phone services; therefore our product line
we faced were related to the primary positioning of our products for the could develop more rapidly to fulfil new clients’ needs.
appropriate target segments. For example, we initially targeted large- 2. Lack of official standards: The requirements from customers led to
scale firms as our primary customers. However, when the GPS systems a situation where our competitors claimed more than they could
developed and became more affordable, the mid-sized firms became actually deliver. In contrast, our AutoTracker product keeps its
our clients as well. After all, the product also became popular abroad: promise, since we developed the original concept with highly
clients from South America, North Africa and Eastern Europe were sophisticated corporate users. We can easily scale the product
among our client group. These opportunities led to the next restructuring to a client’s specific needs.
of our firm. Basically, the company transformed from a small student 3. Clear and simple solution: The product had been developed before
start-up to a larger corporate structure today. In addition, we had to the existence of GPRS. As a result, our system architecture provides
raise an angel investment round, followed by institutional venture capital minimal server load and offers fast monitoring. Such systems
investments in order to scale the company. The recent IPO (July 2010) are very affordable for large scale businesses with hundreds of
provided us with more visibility and credibility in the market. I guess we transportation units.
have grown up with the company and are ready for a new move.” 4. Ongoing R&D: These investments allow our product to become
more functional and efficient, and also increase security and safety.
Describe the strategy or business model that enabled 5. RNT People: The human factor is one of the key points contributing
your company to achieve its high rate of growth. to the company’s success. There are 200 people on the team,
generally 26- to 27-year-old professionals. We were looking for
Nechaev: “Well, firstly the clients get all the benefits. The system offers high-achievers with professional competence and a desire to add
complex cost-cutting solutions and further benefits for the entire more to the team’s knowledge. Our HR department recruits from
business. The system offers a modular-based solution with a basic the best universities across Russia and provides extensive training
starter kit. Additional systems can be added to improve the performance. and various growth opportunities. On the other side, our selection
For example, the modules can monitor the driving distance, speed, fuel process is very stringent, since we focus on those who can adapt to
expenditure, add additional safety, and so one. Therefore, the more our fast-paced environment. However, we do believe that our
benefits the client gets, the more willing they are to add more elements young company would help them to get a unique experience for
to facilitate the logistics issues they need to solve. their life/career.”
“The majority of sales have happened through referrals from past Briefly describe the financing of your company and how this
‘reference’ clients. Once starting, our clients stay with us, adding more financing impacted the growth of your company.
product lines and growing to a successful business together with us.
Nechaev: “Until today, RNT is the only company in Russia, which
“Finally, we use our own core expertise, such as product development underwent every single step of the financing roadmap, starting from
and support, logistics, and marketing, in order to deliver high-quality business angel to venture investments to the IPO. The IPO of RNT
solutions. Moreover, client communication and service support are (AutoTracker) is the first venture capital-backed IPO of a Russian
important factors. In order to maintain these services, we established a technology company on the Russian stock exchange.
nationwide service/support network to provide rapid help to our clients.
To achieve it in a short period of time, we acquired another company, “The first financing was provided by Boris Satovsky, CEO of RNT’s
which was specialized in such services. Our in-house engineers and mother-company – ‘Ruslan Communications’. Nearly $0.5 million was
R&D department continuously tests and improves the product in order spent on the development of technology and software for constructing
to stay ahead of the competition”. the first-working device.
“In September 2008, VTB-Capital invested RUR 170 million (US$ 5.7
million), which was spent on R&D (for a unique, new generation
platform), sales and marketing development and mass-production our corporate structure together with the business requirements.
resources. We needed to manufacture more devices and expand The team faces continuous changes, which are addressed daily by the
resources to sell them for the growth path. These investments helped participation of top management in the various aspects of our business.”
to do it. In July 2010, we had a successful IPO. The proceeds of the
IPO will be channelled towards accelerating the company’s global Give examples of dark moments or negative periods that your
market expansion, building the network of representative offices, company or you faced as part of your journey as an executive
and launching the operator sales model that requires extra funds for with this company.
development. These are directions where growth is planned.”
Nechaev: “We have been lucky so far of not having any of them.
IPO Details: The product is new to the country; hence, there is a growing need even
“RNT made an initial public offering of its shares in the MICEX (Market during times of economic crisis.”
for Innovations and Investments) in Moscow on 7 July 2010. The
company sold to investors 3,520,000 newly issued shares (or 18.03% What are the key lessons about entrepreneurship and successful
of the company’s share capital) at RUR 85.23 per share. The volume growth strategies you take from your company experience?
of placement amounted to RUR 300 million (US$ 9.6 million). The
REVENUE HEADCOUNT
IN MILLIONS (US$ M)
$ 12 240
$ 10 200
$8 160
$6 120
$4 80
$2 40
$0 0
2005 2006 2007 2008 2009 2010 E 2005 2006 2007 2008 2009 2010 E
company’s capitalization after the additional issue is RUR 1,663 million Nechaev: “I would say the main ones are the following:
(US$ 53.7 million). After the IPO, VTB owns a 30.7% stake in RNT. 1. People, project, process and change management skills. We do believe
Boris Satovskiy, the CEO of RNT owns a 26.6% stake in the company.” that people drive the product. However, the overall management
process is an essential tool to fulfil the gap between both of them.
RUSSIAN N AV I G AT I O N T E C H N O L O G I E S
What were the major challenges your company had to handle in 2. Ability and desire for continuous learning. This helps us to offer new
its high-growth years, and how were they managed? TIME-LINE / KEY EVENTS
cutting edge solutions to our clients as well as retain the talents of
our team.
Nechaev: “In ourIncorporates CJSC
situation our Develops
team is the main a
challenge. Each Tranche 13.
of Universal approach.
Tranche 2The Upgrade
of company grows of and our team
rapidly
RNT, angel investor dealership and investments by VTB investments by VTB AutoTracker
member is part ofattracted
the process and they are interrelated. First Venture members
Although Russia
OEM partners’ Fund areFirst
ready to perform
Venture Fund tasks that they have
equipment never done
product
network
has a large engineering pool, the current employment market is short before. We are open to changes and each of the team members is
of qualified
2000
professionals
2005
and
2006
people who are
2007
passionate about what
2008
ready to embrace
2009
them.”  2010
they do. We therefore provide in-house training and comprehensive

Prepared by Martin Haemmig and George Foster, 22 November2010
professional development in order
Project launch to stay attractive and to further RNT.
First large First M&A deal in the IPO at Moscow’s
Supported by Russian Venture Company (I. Agamirzian, G. Bikkulowa, RNT
by MIPT students customers monitoring systems market, MICEX Stock
Since our company grows extremely fast, we therefore have to adaptmerger with
Uralasbest (Natalia Degtyareva)
Novatech Exchange
Tatneft (raising US$ 10M)
Silicon Spice | US
REVENUE HEADCOUNT
IN MILLIONS (US$ M)
Overview
$ 12
: NO CHARTS FOR THIS CASE 240
In 1996, MIT undergraduates Ian Eslick, Ethan Mirsky and Robert French (also
$ 10 200
a Stanford PhD) founded Silicon Spice. The company’s product was a single
Section 7 – Executive Cases: Silicon Spice

$8 160
integrated chip that communicates a large amount of data, which previously could
only be achieved by a bank of microprocessors. One year later, when the company
$6 120
was still in POC (proof of concept) stage with a dozen employees, Silicon Spice
$4 80
hired Vinod Dham of “Father of Pentium” fame as chief executive officer and
chairman. He redirected the development focus from a reconfigurable chip that
$2 40
had proved unviable (too big and too slow) to a custom voice-over IP (VoIP)
$0 0
processor for the commercial market. Dham built a strong team and company
2005 2006 2007 2008 2009 2010 est 2005 2006 2007 2008 2009 2010 est
culture, and he signed on Cisco as a strategic partner and investor. In 2000,

Dham sold Silicon Spice for US$ 1.2 billion to Broadcom, one of the world’s top
20 semiconductor sales leaders.
SILICON SPICE
Ian Eslick, Ethan Hires Vinod Dham Dham hires a new team Broadcom acquires Silicon Broadcom
Mirsky and Robert as CEO and redirects the company Spice for its products, Cisco acquisition
French found to build a VoIP chip based relationship and outstanding closes at US$
Silicon Spice on Cisco input team for a US$ 750M all equity 1.2B value
deal at agreement date
PRE 1996 1997 APR OCT
1998 1999 2000
1996 1998 2000
License technology Founders raise Kleiner Perkins Reconfigurable New team member Creates the
out of MIT US$ 3.3M invests US$ 7M e-chip fails: too John Nichols industry’s first
big, too slow architects the VoIP high-density,
and raises more high-performance
money VoIP chip
Quotations from:
Vinod Dham was chairman and chief executive officer of Silicon Spice from 1998 to 2000. He was one of the architects to develop the Pentium
processor at Intel between 1990 and 1995, which won him the name “Father of Pentium.” He was the Chief Operating Officer and Executive Vice
President of NexGen, a start-up firm later acquired by Advanced Micro Devices (AMD). After the sale of Silicon Spice, Vinod founded an incubator
called NewPath Ventures. Subsequently, he founded IndoUS Venture Partners (IUVP), an India-focused early-stage venture capital fund where he
serves as managing general partner.
What was the source of the initial idea, and how did that idea required a modem to get on the Internet. On the carrier side, you
evolve into a viable high-growth business venture? How did it needed a bank of them. To get a bank of them, they used to be on
change over time? big cards. If you can get a lot of them on a single chip, then you can
have a smaller card. When I joined the board of Silicon Spice, they had
Dham: “The founding team – Ian Eslick (MIT), Robert French (MIT) already begun developing a chip based on the technology license for
and Ethan Mirsky (Stanford) – had the initial idea to build a single reconfigurable architecture from MIT. Unfortunately, the concept of using
communications modem chip that would greatly reduce the bandwidth reconfigurability, although intellectually sexy, was unviable commercially.
problems facing users of the Internet. Eslick and French were the The founding team struggled for a couple of years to come to that
technologists, and the technology license was out of MIT. The concept realization by building a proof-of-concept chip – appropriately named
was to build multiple modem chips on a single chip. At that time, you GDC for ‘God Damn Chip’ – which turned out to be a dismal failure.
Although it showed that reconfigurability was possible, it came at a more channels per chip, thereby offering superior value proposition
prohibitive cost in terms of very large die size and snail-like speed. to our customers than was being offered by Texas Instruments, the
When this chip came out, it ran at a few MHz speed, and it should have incumbent supplier. Our chip sat between the network and the PC and
been running at a multi-GHz speed.” reduced the bandwidth bottleneck. Old monopolies like the regional
carriers had not kept up with Moore’s law. I had begun to believe that
What was the initial growth vision or aspiration of the founding the bottleneck in using computers was no longer the processor speed
team? Was there a sizeable change in this growth vision – it was the speed of connectivity that was important. Therefore, we
or aspiration over time? If a change, please describe. dubbed our chip as a communications processor.
Dham: “When the chip failed in late 1998, we had a couple of choices. “Given my background at Intel and then at NexGen, I put a premium
One was to shut down the company, take the losses and move on. on having a strategy that combined technology leadership with a good
Only a small amount of money had been spent at that time. The sense of what the major market opportunities were.”
alternative was to see what we could do with the technology and the
concept. While working on the GDC, we had started forming a What were the major growth accelerators for your
relationship with Cisco, which had also been looking for product in company in its high-growth years?
the emerging VoIP market. We studied this new market and decided
there was an opportunity to address this nascent need for high density Dham: “One of the biggest growth accelerators in any start-up like
(hundreds of voice channels on a single chip) and become a leader in Silicon Spice is the quality of the people you attract. I hired John
this space. We shared our idea with Cisco. They liked it and made a Nichols, a brilliant architect from Sun Microsystems, along with Jim Miller
token investment of US$ 5 million into the company, promising to be and Mustafiz Chowdhry to implement the design flawlessly. We followed
our teacher/customer and a strategic partner for this new product. Intel’s culture of ‘Focus and Execute’ and developed a tight culture of
I fundamentally took the existing team and added an experienced open communication between employees and management to inspire
chip architect (John Nichols) from Sun, beefed up the systems side employees for the greatest success. Indeed, when Broadcom
of management with Andy Axel (Ex-Nortel) and brought in my trusted approached me in 2000 about a possible acquisition, we were in the
chip designers, Jim Miller and Mustafiz Chowdhry (Ex-Intel duo from midst of ‘taping out’ our chip. I did not want us to be distracted;
the Pentium team), to implement the chip design. I then redirected the I certainly did not want our team to be distracted. So I told Broadcom
company to build this new product. The current state-of-the-art was a we had no interest. They were persistent, so we decided that we would
voice modem built by TI with only eight channels on a chip. We targeted only take a meeting in my office for a maximum of one hour. No longer
and successfully built a single chip with 256 voice channels. We signed than an hour and no distractions to our team before or after.
up Cisco and Nortel as our beta customers.
“The meeting went well, and Broadcom expressed a strong desire to
“The idea to reconfigure computing was very sexy, and sexiness turns acquire the company. This later culminated in a US$ 750 million offer.
on investors in this industry. I didn’t want to kill that idea completely.
There were research firms predicting at the time that the market we “The Silicon Spice team developed Calisto, which came out a year
internally thought we were addressing was in the many US$ billion level. later than originally planned but was first-run functional. The product
One stance we adopted when we redirected the company was to not enabled a new generation of high-density carrier-class voice gateways,
go into the high-profile hype mode while in development as some broadband access voice gateways and voice-enabled remote access
companies like to do. We divulged little publicly about what we were concentrators supporting hundreds of thousands of packet telephony
working on and stayed in stealth mode. I believed that we should wait channels. Calisto dramatically reduced our customers’ system power
and let the product speak for itself when it was ready for a market test. and cost while operating on a single device. Gary Banta, our VP
One Forbes article, while noting that we had sizeable pedigree in of Marketing, Rick Hyman, our VP of Sales, and Andy Axel, our VP
our people and were working in a potentially big space, discussed the of Systems, played a very important role in securing customers and
mystery surrounding what we were doing.” building the business side of the company.
Describe the strategy or business model that enabled “We hit a sweet spot and got picked up by Broadcom. The company
your company to achieve its high rate of growth. was originally acquired for US$ 750 million in an all-stock swap
deal. However, the final acquisition price was US$ 1.2 billion on closing
Dham: “Our strategy was to be first in the high-density, high-performance, since Broadcom’s share price had gone up since the time the deal
low-power VoIP market and carve out a leadership position. The had been agreed to.”
business model was to provide lower cost per channel by packing in
with this company.
Dham: “In 1997, the founders raised US$ 3.3 million in first-round
Section 7 – Executive Cases: Silicon Spice

funding from New Enterprise Associates (Mark Perry) and Worldview Dham: “One dark moment was when the first product failed. It was a
Technology Partners (James Wei). Kleiner Perkins Caufield & Byers very significant dark moment because not only had we misfired, but
(Vinod Khosla) invested over US$ 7 million in 1998. We had blue-ribbon now we were also under much greater pressure to deliver success on
investors. By the time we sold to Broadcom, over US$ 50 million the second product. A second dark moment was when we were a year
had been raised in venture capital. Ultimately, the company sold for late in our next product. It was complex enough that there were enough
US$ 1.2 billion, the highest price for an early-stage semiconductor misses in enough places that our original product delivery schedule was
start-up at that time. Silicon Spice was a major financial success for its out by a year. A couple of VCs decided not to put money in the next
investors, in no small measure due to the redirection of the company to financing round, which is not a good thing in Silicon Valley.
a new product and the talents of the strong technology team we had
built after the initial failure of the first product.” “The process of selling the company to Broadcom was very, very stressful.
They were extremely aggressive, challenging lots of things and trying to
What were the major challenges your company had to handle in reduce the transaction price. I remember there was one meeting in a
its high-growth years, and how were they managed? Palo Alto lawyer’s office that was going on until 02.00 in the morning.
It was a crucial discussion. They had a lawyer who was talking complete
Dham: “The company faced its first major challenge when the first chip nonsense from my point of view. And I basically said, ‘I refuse to talk
(GDC) proved that the MIT intellectual property (IP) of reconfigurable to your lawyer anymore. I want to talk to the CEO’. Finally, they got the
technology was a commercial failure. And it was. When you change CEO’s second-in-command, who came and broke the logjam.”
the direction, you need to know how to build up a team and have the
confidence and faith that the new product and team are likely to succeed. What are the key lessons about entrepreneurship and successful
The leader of the team has to instil that confidence. What I learned at growth strategies you’ve taken from your company experience?
Intel I applied here. We had weekly staff meetings. The whole staff would
get together, and we openly talked about things. Everyone learned Dham:
about everything and everybody else. Our employees knew about our 1. “The most important thing I learned from Silicon Spice is that no
marketing, our operations, about the budget and so on. I presented to matter how sexy or exciting your idea may look, if you want increase
the employees weekly in a very open-ended way. We had extremely your chances for success, then you must actively engage with
smart people. potential customers early on. They may not become your ultimate
customer, but they certainly will teach you about the product and
“We managed our product development and programme success with its features and functionality very early on. I would say that’s one of
customers by putting in place quarterly objectives and key results – a the most critical things to do, even if you have to make a sweetheart
discipline I had studied while at Intel. This is a top-to-bottom process deal with them to get their engagement.
of engaging the entire team in a single focus for results. The process 2. As an entrepreneur, you have to have the DNA in you to not give up.
enables you to crisply define each task needed to meet the final goal, I could have easily given up on Silicon Spice and moved on to do
clearly defining who is responsible for accomplishing that task. It is something else. This drive to succeed at any cost is part of every
stated in a measurable, quantifiable manner so at the end of the quarter, successful entrepreneur I have worked with. You have to figure out
real progress can be measured against the goal to assess what changes whatever it takes to make a success of the company.
in resource allocation and capital are needed to get to the end result on 3. The biggest thing I learned from Intel and that I have carried with me
time or close to on time. I brought a lot of the Intel culture along with since is there is a discipline about focus and execution. You have
me, and it certainly gave us much discipline that helped deliver some to focus on very crisply defined deliverables. You can’t just clutter
pretty amazing results.” people with 100 things. You have to distil them down to one or two.
However, you have to be very careful. You can’t dump all of Intel’s
culture into a start-up, either. But there are elements of the Intel
culture that, when brought in a suitable manner, can help a start-up
become far more efficient and successful.” 
Prepared by George Foster, Xiaobin He and Mateen Syed, 16 November 2010
SKLZ SKLZ
REVENUE HEADCOUNT
MILLIONS (US$ M)
SKLZ | US
$ 45 45
$ 40 40
$ 35 35
Overview :
$ 30 30
SKLZ/Pro Performance Sports is a marketing company focusing on delivering

$ 25 25
innovative and effective sports training products. The company was founded in
$ 20 20
2002 and came to prominence with its baseball swing trainer, the “Hit-A-Way”.
$ 15 15
This was a multimillion dollar sales success that was sold via direct response
$ 10 10
television. It has subsequently added basketball training equipment, football trainers,

$ 5 5
tennis and racquet tools, soccer training aids, a lacrosse trainer, and a full spectrum
0
2002 2003 2004 2005 2006 2007 2008 2009 2010
0
2002 2003 2004 2005 2006 2007 2008 2009 2010
of golf training aids. It has also expanded into speed, agility and quickness tools.
The company’s positioning statement is: “Practice » Play » Win.” It has a strong
portfolio of athlete endorsers, including both current players – such as Albert
Pujols (baseball) and Maria Sharapova (tennis) – and legendary players – such as
Reggie Jackson (baseball) and Joe Montana (football).
SKLZ
Adds Hit-A-Way Jr and StarKick SKLZ brand and brand strategy

Trainer. Tom Quinn licenses evolves. Begins licensing/
Speedminton to Pro Performance inventing and/or improving new Gross sales nearly double to
Sports, LLC and joins company. team sports items. Signs Derek Ventures into international US$ 46M. Bookings remain
Reggie Jackson (Hit-A-Way), Jeter to 5-year endorsement. markets and starts to add strong into 2011, w/1st half
Maria Sharapova (Speedminton), Sales slip in 2006. distribution. commitments close to
Joe Montana (football). US$ 35M.
2002 2004 2005 2006 2007 2008 2009 2010
Hit-A-Way baseball trainer hits the Company looking for an New strategy pays off. US$ 23M in sales, getting strong
market with first DR television spot. identity and strategic Marketing strategy matures. support from new Sport-Brella line and
By the end of 2002 Hit-A-Way direction. Sales flatten to Hired Greg Shoman VP of new basketball line. Launches new
revenue reaches US$ 6M US$ 14M, Quinn promoted marketing and John Schulte SAQ and fitness lines
to President. Adds Andy VP of sales. Develops a
Roddick as tennis endorser compressive golf product line
Quotations from:
With the original design of the Hit-A-Way baseball swing trainer, John Sarkisian founded Pro Performance Sports to market the trainer via direct
response television. He is the current chief executive officer. He started out as a commercial real estate broker with Marcus & Millichap, then
CEO of Trevi Group (Real estate), and Pat & Oscar’s (restaurant chain sold to Sizzler). He has a BA in economics from the University of Michigan
and a MBA from San Diego State University. Tom Quinn is president of Pro Performance Sports. He joined as vice-president of sales and
marketing. He previously was with Loctite Corporation (chemicals), Greenfield Industries (industrial cutting tools) and Nextec Applications
(woven textiles). He has a bachelors degree in Chemical Engineering from Lafayette University.
What was the source of the initial idea, and how did that idea about training aids and the role of training young athletes. The Hit-A-
evolve into a viable high-growth business venture? How did it Way provided additional capital on top of investments, which helped to
change over time? fund the company. It also helped to get us into retail channels, which
would have been difficult, had we not had such a successful product.”
Sarkisian: “The company’s original idea was the Hit-A-Way product.
Then, because of the success of the product, it led us to start thinking Quinn: “The initial idea was actually not an idea, but an opportunity to
bring a popular product to market. The company really started with the the right time, at the right value, with a broad distribution channel and a
commercialization of the Hit-A-Way that was brought to market in 2002. company that could service those channels and really keep pace.”
The popularity of the DRTV spots quickly led to the relationships we
began forming with retailers. With the popularity, retailers took that one What were the major growth accelerators for your
or two SKUs and put them in their stores, something that is very rare. company in its high-growth years?
Section 7 – Executive Cases: SKLZ

“The initial thought was to build a DRTV brand and simply bring to
market innovative products. However, after discussion and research, Sarkisian: “Major growth accelerators are really all about new products. This
we decided to dedicate the company to become one centred on skill encompasses product development and the introduction of new products.”
development training. This was really the turning point of the company.
This really gave us direction on what type of products we were going to Quinn: “In the history of our organization, SKU growth and growth
focus on and even the type of people that we were going to hire.” across sports were the company’s major accelerators. When we move
to position ourselves as the leader in innovation in athletic training, we
What was the initial growth vision or aspiration of the founding are staying true to the course by bringing fresh products to market.
team? Was there a sizeable change in this growth vision “The market within athletic training was another accelerator that allowed
or aspiration over time? If a change, please describe. for growth. People were becoming aware that to become better at
sports there were things that they needed, including training aids.”
Sarkisian: “The initial growth vision was derived around building a Briefly describe the financing of your company and how this financing
successful line of training products. This growth vision was developed impacted the growth of your company.
over time and has now changed into building the SKLZ brand as a full
athletic training brand including products, instruction, apparel, protective Sarkisian: “Financing has been done internally except for some bank debt
wear and possibly even nutrition. We are growing into being the provider and private debt. This has actually been somewhat of a limiting factor to
of total athletic performance.” growth because we did not want to take in additional equity until we had
a certain scale and scalability. The time to take on this is quickly approaching.”
Quinn: “Our growth plan really matched up to what was happening
in the market – we saw that athletes were specializing in their specific Quinn: “We were very fortunate in this. The Hit-A-Way sold very well
sports. It wasn’t even just the athlete; it was the parent, the grandparent, and the profits we made from this product helped to finance the
the significant other or friend who would be the potential purchaser company. As Hit-A-Way profits started to plateau a few capital investments
of a training product. This created a broad marketplace. Also, from a from friends and family were what helped us. During a tough time we
logistics point of view, there was no need to over-invest in SKUs and had great vender relationships that really helped push us through this
colours in training aids. The other thing was that China, as a source to time by extending terms and even lending us money. We have a very
manufacture products of this value, allowed us to make a good product favourable asset based loan programme that has helped to keep great
at a good value. We saw scale – we could take products from one sport banking relationships. This puts us in a great position for now which
and could make meaningful products in another category. Opportunities really was our end goal. We wanted to stay close to our expenses and
arose to expand into SAQ and training centre missions.” budget numbers so we could be where we are today.”
Describe the strategy or business model that enabled What were the major challenges your company had to handle in
your company to achieve its high rate of growth. its high-growth years, and how were they managed?
Sarkisian: “The business model is built upon accessing and developing Sarkisian: “A big challenge that we face is the changing retail environment.
innovative products, branding and marketing them into a line of products Retailers are becoming more focused on margin and at one time were
in direct sales and big box sales. Now it’s evolved further into moving sceptical of innovation. To get through this, we have had to be more
these brands into institutional channels, college and high school. In the aggressive in programmes, including guaranteed sales consignment and
future, products will be combined with full content to complement them.” co-marketing.”
Quinn: “We had a strategy on what types of products to bring to market Quinn: “Some challenging times: where we saw several opportunities
and there was also a clear branding strategy. Having relationships with that we really wanted to pursue but we were tied with the amount of
retailers from early on really helped in our growth. There was an appetite capital and structure we could put behind the product. Due to limited
in our distribution channels and we were able to capitalize upon it. It’s capital we were not able to spend the promotional dollars we needed
really what you want in a business mode; to have the right products, at to grow. We have best-in-class products but we would be a stronger
company if we could inform more people about them, and promotional
dollars were just something we have had to wait on. Something that What are the key lessons about entrepreneurship and successful
goes hand in hand with limitations on capital included the growth of the growth strategies you take from your company experience?
team. The team was required to wear multiple hats and put in the hours
to build our company to where it is presently.” Sarkisian:
1. “It’s important to have a vision and have a plan that aligns with that vision.
Give examples of dark moments or negative periods that your 2. Hire people who are smart, driven and passionate.
company or you faced as part of your journey as an executive 3. Focus on delivering a product that is trusted and has great value.
with this company. Then make sure customers are more than satisfied with its
performance and results of the product.”
Sarkisian: “In 2008, the company expanded in anticipation of the
business expanding. Unfortunately, the economy took a big hit and our Quinn: “One, you must surround yourself with people that have the
business was affected as well. We were forced to lay off about 15% of same spirit, enthusiasm, energy and understanding as you and the
our employees, some of which have returned at present. Also, the team company. For most of us, that means people who can adapt to change.
froze and took salary cuts. We were also forced to abandon a couple It’s important for entrepreneurial companies that these people also be
new product introductions. Fortunately this helped us to survive through bright and well rounded. You are hiring someone that is a good hire and
SKLZ SKLZ
REVENUE HEADCOUNT
MILLIONS (US$ M)
$ 45 45
$ 40 40
$ 35 35
$ 30 30
$ 25 25
$ 20 20
$ 15 15
$ 10 10
$ 5 5
0 0
2002 2003 2004 2005 2006 2007 2008 2009 2010 2002 2003 2004 2005 2006 2007 2008 2009 2010
this time and we have grown tremendously since.” also someone who is a good hire for an entrepreneurial company. You
also need to have a fundamental plan to execute what you need to do
Quinn: “When capital was tight we had to make choices to where we financially, including investor relationships and bank relationships. Very
had to allocate money and be smart about expenses. We made some importantly, don’t let your enthusiasm fool you that you have a great
tough choices during this time to let some key people go, and the product or a great business strategy. You should use outside resources
executive team had reduced salaries on two different occasions. It was and advisors to give you input. You should also be honest with yourself:
difficult to maintain relationships with retailers, vendors and even team are your costs in line? Do you have a product that the market has an
appetite for? Are the projections you have realistic? Look for any
member morale. You have to have a plan, even in tough times, and be S K L Z
truthful about how the company is doing.” shortcomings and don’t put blinders on because this is how
T IME-LINE / KEY EVENTS
entrepreneurial companies fail.
Adds Hit-A-Way Jr and StarKick SKLZ brand and brand strategy

Trainer. Tom Quinn licenses evolves. Begins licensing/ “Also don’t forget about lady luck, when opportunities knock at your
Speedminton to Pro Performance inventing and/or improvingdoor
new you should be open-minded. It might not Gross
be sales nearly double
the perfect to
fit for your
Sports, LLC and joins company. team sports items. Signs Derek Ventures into international US$ 46M. Bookings remain
Reggie Jackson (Hit-A-Way), strategy, but
Jeter to 5-year endorsement. if it’s close
markets to your
and starts core competencies
to add you2011,
strong into should
w/1stevaluate
half
Sales slip in 2006.
Maria Sharapova (Speedminton), that before distribution.
you turn it away.”  commitments close to
Joe Montana (football). US$ 35M.
2002 2004 2005 2006 2007 Prepared by George Foster, 22 November

2008 2009 2010 2010
Hit-A-Way baseball trainer hits the Company looking for an New strategy pays off. US$ 23M in sales, getting strong
340 market
World with first DR
Economic television spot.
Forum identity and strategic Marketing
Globalstrategy matures.and the Successful
Entrepreneurship support from Strategies
Growth new Sport-Brella line and
of Early-Stage Companies
By the end of 2002 Hit-A-Way direction. Sales flatten to Hired Greg Shoman VP of new basketball line. Launches new
REVENUE HEADCOUNT
MILLIONS (US$ M)
$ 70 525
$ 60 450
Splat Cosmetica | Russia

$ 50 375
$ 40 300
Overview :
$ 30 225
A Russian start-up specializing in oral care, Splat Cosmetica was launched from
$ 20 150
scratch in November 2000 – at a time when the market had been dominated by
Section 7 – Executive Cases: Splat Cosmetica

$ 10 75
foreign multinationals. It eventually grew into a major company with a 10% share
of the Russian toothpaste market. Splat Cosmetica succeeded in this highly
0 0
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 E 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 E
competitive market with virtually no funds for large-scale advertisement by relying

primarily on building trust relationships with its customers.
S P L AT C O S M E T I C A
Develops own Liquidates Makes first direct Adds specialty and Starts construction
formulae and wholesale contact with children’s toothpaste of second factory
registers toothpastes department to focus customers product lines
on production
NOV 2001 2002 2003 2004 2005 2006 2007 2009 2010
2000
Inception Attempts first sales Expands Loyal customer base Experiences

through retail chains toothpaste drives three-fold growth despite
product line production growth the crisis
Quotations from:
Co-owner and CEO Eugeny Demin, began leading Splat Cosmetica in 2001 after graduating from the Sochi State University of Health Resort and
Tourism Business. A team of family and school friends has led the company since its inception.
change over time?
Demin: “We placed our stake on perfectionism, on outstanding
Demin: “The underlying idea was to change the world for the better and products, on living up to our promises and on building trust and loyal
do something good for at least one person each day. We did not want to relations with our customers. We never released a new product until we
focus on sales only but rather on creating something of our own, something ensured its perfection. We do not limit our engineers’ drive, dreams or
new, something also global. We chose toothpaste because it is a daily-used determination with cost or design requirements. Instead, we declared,
consumer product – an important factor for business in the early 2000s ‘The sky is the limit!’ Hence, they keep on being creative and enthusiastic!”
when people in Russia could only afford to buy the basic products.
“Moreover, Russians could not offer high-quality, reasonably priced company in its high-growth years?
products. Among our friends, we found some scientists who volunteered
to develop our first toothpaste compositions – as well as advising Demin: “From the beginning, we believed in:
designers on package design and assisting with our first sales.” 1. Being open and loyal to employees, customers and shareholders
2. Making continuous innovations and improvements to the product
What was the initial growth vision or aspiration of the founding 3. Building trust and loyal relations with our customers
team? Was there a sizeable change in this growth vision 4. Developing a human resources strategy. Since the team is the
or aspiration over time? If a change, please describe. number-one growth factor for our company, careful recruitment of
new team members and ongoing training helped our company grow
Demin: “Since we were investing a huge amount of energy and love into to the new stages of our corporate development. Recruitment
our products, we thought that they were going to sell really fast. But they of key personnel is rather slow due to our high requirements for
did not. The product was new to the market, and our marketing budget fitting as a team member. We are looking for soul mates as well
was low. As a result, the first two years of the company’s development as for professionals – those who will stand next to us while the
were slow-paced. Hence, major business changes were required. world is changing around us.”
“We shared with our customers our enthusiasm and let them know how
hard we work to make an ideal product. Quality and attention to little Briefly describe the financing of your company and how this
details were our major focus. financing impacted the growth of your company.
“To show our customers our attitude and share with them our conviction and Demin: “We were very conservative about financing during the first
efforts, we decided to communicate a personal message to each of them. seven years and thus did not leverage external capital. We only relied on
A small ‘note’ with our values and goals could be found in every single our own profits, which got reinvested into the company. We also
package of our toothpaste. Every note contains my personal e-mail leveraged our suppliers’ credits. Three years ago, we started using
address. Once per month, I review the feedback from our customers factoring, leasing, overdraft and short-term loans. Such a policy took
and share it with our management team. us to our high-liquidity ratio today. We do not depend on banks and
can solely rely on ourselves.”
“These ‘notes’ became a tradition, and since then, I have written a
different one every month. So far, I have developed 65 of them.”
What were the major challenges your company had to handle in What are the key lessons about entrepreneurship and successful
its high-growth years, and how were they managed? growth strategies you’ve taken from your company experience?
Demin: “It was a balancing act of: Demin: “The important thing is that you should only do what you really
Section 7 – Executive Cases: Splat Cosmetica

1. Maintaining and professionally developing our team to love to do. You must have a passion and a dream of becoming the best
ensure sustainable growth in the world in your business area. In the Russian consumer market,
2. Simultaneously building a solid brand and a corporate structure stay committed to providing customers with opportunities for a healthy
3. Maintaining and generating new intellectual potential” lifestyle and do not compromise on quality. Finally, professional business
execution and communication are key. Make these part of your mission
Give examples of dark moments or negative periods that your because customers in Russia will experience the difference.” 
with this company. Prepared by Martin Haemmig, 22 November 2010
Supported by Russian Venture Company (I. Agamirzian, G. Bikkulowa, Financial University
under the Government of Russian Federation – Prof. Andrei Yudanov)
Demin: “We had quite a few of them:
1. In our early years, we had little understanding of how and where to
SPLAT COSMETICA S P L AT C O S M E T I C A
REVENUE HEADCOUNT
MILLIONS (US$ M)
$ 70 525
$ 60 450
$ 50 375
$ 40 300
$ 30 225
$ 20 150
$ 10 75
0 0
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 E 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 E
market our products. Customers were not aware of why our product
was different from the rest on the market. They were not aware of
our brand, and they did not see why they were paying a premium
versus other local products.
S P L AT C O S M E T I C A
2. When we refused to distribute other companies’ products and
TIME-LINE
focused on pushing our own brand [initially, our core business had / KEY EVENTS
been related to wholesale], our sales decreased. Our customers’
Develops
interest was low, Liquidates
ownwere our profits.
and so However, we focused on Makes first direct Adds specialty and Starts construction
formulae and wholesale contact with children’s toothpaste of second factory
developing our own product,
registers and withindepartment
toothpastes a year managed
to focusto bouncecustomers product lines
on production
back with our profits.”
NOV 2001 2002 2003 2004 2005 2006 2007 2009 2010
2000
Inception Attempts first sales Expands Loyal customer base Experiences

through retail chains toothpaste drives three-fold growth despite
product line production growth the crisis
REVENUE HEADCOUNT
MILLIONS (US$ M)
$ 6,000 15,000
SUZLON | India
$ 5,000 12,500
$ 4,000 10,000
Overview :
$ 3,000 7,500
Established by Tulsi Tanti in 1995, Suzlon is now a leading wind power company
$ 2,000 5,000
with 16,000 people in 25 countries. It has operations across Americas, Asia and
Europe. It is now the world’s third largest wind turbine manufacturer (10% market
$ 1,000 2,500
share). A key philosophy is to be a company that serves society with sustainable

$ 0 0
wind-power on a commercial scale with a focus on continuously increasing the

2003 2004 2005 2006 2007 2008 2009 2010 2003 2004 2005 2006 2007 2008 2009 2010
efficiency and reliability of our wind turbines. The company has won numerous
awards including The Solar Energy Society of India Award, Wind India Conference
Award, KPMG Infrastructure Today Award 2008, Best Manufacturer (2006-2008).
SUZLON
Commissions Market Launches Commissions IPO listing in India; Acquires Acquires REpower Increases stake
first wind leadership MW class first wind maiden contracts Hansen Systems; IPO & listing to 90.7% in
power in India of WTGs project in US in AU & China Transmissions of Hansen on LSE REpower
project
1996 1999 2000 2001 2004 2005 2006 2007 2008 2009
Starts commercial Asia’s largest wind Launches Signs high tech Sets up blade Acquires 65.8% in Sold 35.22% stake
operations energy company multi MW class generator JV manufacturing in USA; REpower; ranked in Hansen
& ranked among top of WTGs with Elin in Pune sets up WTG top 3 in the world with Transmissions;
10 in the world manufacturing in China global share of 12.3% refinances
acquisition loans
Quotations from:
A commerce graduate and a diploma holder in mechanical engineering, Tulsi Tanti originally from Gujarat, is presently based in Pune, India. Tanti
was earlier into textiles, but the lack of constant power supply to his manufacturing unit and the constant rise of power prices, led him to the
hedging of power using wind energy. Hence, Suzlon was born. Among many personal awards since 2003, Tanti was honoured with the “Champion
of the Earth” title for Entrepreneurial Vision by the United Nations Environment Programme in 2009, and earlier as “Hero of the Environment” by
TIME Magazine, and “Entrepreneur of the Year 2006” by Ernst and Young.
What was the source of the initial idea, and how did that idea Mr. Tanti developed a clear vision to build a new business: “Initially, we
evolve into a viable high-growth business venture? How did it set up a windmill to hedge the power cost for the textile manufacturing
change over time? unit. We later understood the policy framework for the wind energy markets
in India, which was very much in favour for anyone investing in this
Tanti: “After finishing my education, I started a textile company with market. As a result, Suzlon was started and we identified partners in
manufacturing units in Ahmedabad and Ankleshwar. In the last five years Germany from whom efficient technology could be procured. The
of the textile business, there was no baseline growth and the costs were company then started to slowly spread into various geographies both
increasing. A little study of the cost made me realize that textiles were a organically and inorganically. It acquired Hansen of Belgium, and
highly energy-dependent business. Further, we struggled with a continuous REpower of Germany. Today, Suzlon stands as the 3rd largest wind
power supply and the power costs were only increasing. We started player in the world with a market share of approximately 10%
evaluating possibilities to hedge the power costs and ensure a regular (combined: Suzlon & REpower).”
supply of power to the manufacturing units. A study of wind energy
business potential suddenly made me realize an opportunity.”
What was the initial growth vision or aspiration of the founding and the technology was jointly adapted to existing conditions. As
team? Was there a sizeable change in this growth vision a result, the technical knowledge was transferred to Suzlon’s work
or aspiration over time? If a change, please describe. force in India. There were some initial challenges, due to difference
in dialect and working conditions, however, we learned to deal with
Tanti: “Our vision is it over time.
Section 7 – Executive Cases: SUZLON

1. To establish technology leadership in the wind sector 3. We don’t believe in central management of a global company.
2. To be among the top three wind companies in all the Hire local managers in every country. Each unit in each country
key markets of the world acts as an independent business enterprise. This helps in scaling
3. To be the global leader in providing profitable end-to-end higher growth.
wind power solutions 4. Our employee compensation programme was divided into
4. To be the ‘stakeholders choice’ company. base salary, annual performance bonus and stock options.”
“We wanted to become a global player out of India and always aspired What were the major growth accelerators for your
to have the revenue growth and highest profitability in the industry, while company in its high-growth years?
constantly looking for organic and inorganic growth. For me it was clear
not to get into a joint venture, as I would end up becoming just a worker, Tanti: “Year one to five: domestic; year six to nine: globalization;
not an entrepreneur. In the year 2000, I felt that restricting growth only year 10 to 12: inorganic growth.
to India was not logical, hence we ventured into new global possibilities.
Even today, lots of hidden markets exist on this planet and we need to However, as for the first five years, we had to focus on some India
wake up and tap them. specific (domestic) issues, which were:
1. Innovative end-to-end solution model, allowing individual financial
“As a result, the status of the company is as follows at the end of 2009: investors to purchase Suzlon turbines, a first in the global wind market.
1. Supplied over 8,000 MW across the world 2. Right product in the right market at the right time.
2. Registering 100% growth rate year on year 3. Commitment to green power and sustainable growth – social,
3. Was ranked the third leading wind power equipment manufacturer economic and ecological sustainable development of our world.
(Source: *BTM Consult ApS, March 2010) This required us to drive policies through regulators and to develop
4. Earned a global market share of 9.8% (combined Suzlon & REpower) an innovative financial model.”
5. Maintained market leadership in Asia
6. Suzlon installed over 4800 MW of wind turbine capacity, acquired Briefly describe the financing of your company and how this
over 50% market share (YOY) and reigned as the market leader financing impacted the growth of your company.
consecutively for the last 11 years.”
Tanti: “Financing is, to my mind, the second most important thing for
Describe the strategy or business model that enabled a business. The first, of course, is the business idea. The name of my
your company to achieve its high rate of growth. company Suzlon comes from precisely this. ‘Suz’ from the Gujarati word
meaning idea, and ‘lon’ an inflection of the word loan.
Tanti: “This topic is one of the key factors, which we addressed early,
both domestically and internationally. These were: “Financing has always played a critical part in the growth of Suzlon.
1. During our initial years in India, the conflict and pressure was in The seed capital from private equity firms that helped us climb onto
getting the correct technical human capital and training the work the national stage, the IPO that helped take us international, crucial
force. For this reason, we opened a training institute in Pune, India, financing helped us tie up the acquisition of Hansen Transmissions, and
to impart education as per company requirements. In addition, then helped us secure REpower in the face of some very determined
we also had to train our suppliers, in order to have them match opposition. Finance has without a doubt, been a key determining factor
our standards. at every crucial point on our journey. Looking ahead, financing and the
2. By acquiring foreign technology companies, we upgraded our way we use this as an asset will shape our future as a company.”
technology knowledge. In a developing country like India, technology
used from a developed country won’t always work. The acquired
technology has to be adapted to meet the needs and requirements
of the developing world. As a key strategy to help overcome this
issue, the technical resources and experts were brought to India
What were the major challenges your company had to handle in However, our entry into the wind market was the result of one such
its high-growth years and how were they managed? challenging moment! My textile business was struggling under the high
cost of power and very erratic availability. But these issues helped open
Tanti: “It was an even mix of external and internal factors: another door into a new field – one which created Suzlon, and has today
1. An early key issue was convincing the government to bring in policy become more than a business – but a cause to me.”
changes, which would help encourage alternative energy resources.
2. Another external challenge was about convincing the financial What are the key lessons about entrepreneurship and successful
institutions to finance the project. growth strategies you take from your company experience?
3. Educate both employees and customers. Since this industry was
non-existent in India until Suzlon started, a major issue was in Tanti: “It may sound like a textbook answer, but I really believe in the
training the resources about the technology and making all the following for unlocking entrepreneurship:
stakeholders aware of our business model. 1. Identify the pain or needs and its opportunity. Remember:
4. At a later stage, when we started to go more international, the issue ‘big problem, big opportunity’.
was in attracting global leaders to join Suzlon. At the very beginning, 2. Any individual can become an entrepreneur. It is only that he
we had to convince our own managers to hire international leaders has to focus on that direction.
SUZLON SUZLON
REVENUE HEADCOUNT
MILLIONS (US$ M)
$ 6,000 15,000
$ 5,000 12,500
$ 4,000 10,000
$ 3,000 7,500
$ 2,000 5,000
$ 1,000 2,500
$ 0 0
2003 2004 2005 2006 2007 2008 2009 2010 2003 2004 2005 2006 2007 2008 2009 2010
and experts. Given our current brand recognition, this factor is no 3. Ability to take risk is what differentiates the best and an average
longer a key issue. The focus is on identifying the right key people in entrepreneur. Distinguish between technological, market and
our target markets overseas and offering them a great level of freedom, people risk, but also understand the difference between ‘blind risk
by running their business like an independent company. We found vs. calculated or managed risk’.
SUZLON
that many top managers from multinationals need lots of approval 4. Have clear vision and build the management team around the vision.
T IME-LINE / KEY
from their headquarters. The ones with strong entrepreneurial 5. EVENTS
Execution excellence and focus on profitability is the key
DNA like our leadership structure, in which they are the CEO with for success.” 
Commissions
full authority andMarket
freedom.” Launches Commissions IPO listing in India; Acquires Acquires REpower Increases stake
first wind leadership MW class first wind maiden contracts Hansen Systems; IPO & listing to 90.7% in
power in India of WTGs project in US in AU & ChinaPrepared Transmissions
by Martin Haemmig and George Foster, 29 November 2010
of Hansen on LSE REpower
project Supported by JM FINANCIAL (A. Kampani, R. Narasimhan)
Give examples of dark moments or negative periods that
your company or
1996
you faced
1999 2000
as part of your
2001
journey as an
2004 2005 2006 2007 2008 2009
executive with this company.

Starts commercial Asia’s largest wind Launches Signs high tech Sets up blade Acquires 65.8% in Sold 35.22% stake
operations energy company multi MW class generator JV manufacturing in USA; REpower; ranked in Hansen
Tanti: “I am an entrepreneur& and so among
ranked am blessed toWTGs
top of be an eternalwith Elin in Pune sets up WTG top 3 in the world with Transmissions;
optimist! As a businessman,10I have,
in the world
of course, faced a number of manufacturing in China global share of 12.3% refinances
acquisition loans
challenges over time, but I wouldn’t characterize any as dark moments.
REVENUE HEADCOUNT
MILLIONS (US$ M)
$ 90 1,800
$ 80 1,600
$ 70 1,400
Symbio | China
$ 60 1,200
$ 50 1,000
Overview
$ 40 : 800
$ 30 600
Symbio is a global product development and R&D outsourcing services company
$ 20 400
with headquarters in Beijing, China. The company offers a wide range of services,
$ 10 200
including software design and development, quality assurance and testing
Section 7 – Executive Cases: Symbio

0 0
software globalization, and product operations. Its major clients include China
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
Mobile, Ericsson, IBM, Microsoft, Nokia and PayPal. The company currently has
over 1,500 employees, 22 locations around the world, seven R&D centres and
five offshore development centres.
SYMBIO
Establishes Flander Ardites Revenues First round of funding Merger of Symbio,

first lab in China Group founded exceed US$ 10M (Symbio & Flander) Flander, and Ardites
founded
1994 1996 1997 1998 2000 2002 2005 2007 2008 2009 2010
Symbio Group Revenues Revenues Acquired Acquires Spark Revenues exceed

founded by three exceed US$ 1M exceed US$ 3M Horizon Technologies US$ 80M
co-founders software
Quotations from:
Jacob Hsu is the current chief executive officer of Symbio. Hsu joined the company in 1998 and has served as President, COO, and CMO. Prior
to joining Symbio, he was the CEO of Trilogica Technologies, a data aggregation software company, and CEO of Epitome Software, an IT services
company focused on financial services. Hsu is a graduate of Wharton School of Business.
What was the source of the initial idea, and how did that idea and Ardites to form the new Symbio. Over the course of three years,
evolve into a viable high-growth business venture? How did it the company grew from a little over US$ 10 million to US$ 65 million.
change over time? • Symbio’s Third Era began in 2009 with R&D and engineering labs
located across 22 locations in China, Taiwan, Finland, Sweden, and
Hsu: “Symbio was founded on the vision that software R&D and product the United States. The focus of Symbio in this era is the development
development could be done in a more optimized way, delivering cutting- of cutting-edge expertise and competencies that are integrated with
edge innovation, quality, and performance in a fast, predictable, and proprietary IP and know-how, into turnkey product solutions that can
cost-efficient manner. The Symbio of today is the result of a merger be deployed globally across multiple markets. The company aspires
among Symbio Group, Flander Group, and Ardites. Founders of those to be at the forefront of innovation and has produced highly-visible and
companies came from software R&D backgrounds, hailing from large- widely-used products. Symbio will end 2010 with over US$ 80 million
scale global labs at IBM and Nokia. Because some of the founders were in revenues, with a target to grow to over US$ 100 million in 2011.”
originally from Taiwan, the initial idea was to create a software foundry
and become the ‘TSMC of the software industry’. The initial focus was Describe the strategy or business model that enabled
on providing high-quality software engineering services at a lower cost your company to achieve its high rate of growth.
by leveraging offshore development teams in China and Taiwan. Over
time, this value proposition changed to become more about delivering Hsu: “There are five key strategic focus areas that enabled our growth:
new product innovations with best-in-class quality and performance. 1. Focusing Symbio’s software R&D strategy on digital convergence,
When the company changed its focus, the business growth really began which is the fusion of applications/content with device software and
to fire on all engines.” cloud services. This enabled us to provide companies coming from
the mobile industry with new innovations and competencies in
What was the initial growth vision or aspiration of the founding applications and web services, while also providing companies
team? Was there a sizeable change in this growth vision coming from traditional desktop software and web services with new
or aspiration over time? If a change, please describe. innovations and competencies in mobile technologies.
2. Re-orienting Symbio’s recruiting and HR practices, bringing in the
Hsu: “The initial growth aspiration of the founding team was quite modest: ‘best minds’ as opposed to the ‘most brains’. That is, we wanted to
It was focused on working on ‘cool’ projects and growing a sustainable bring in the best talent with cutting-edge competencies, not just hire
business. All elements of Symbio’s modern day business model and lots of engineers. We carefully consider and screen for cultural fit and
value proposition were there from day one; however, the emphasis has the ability to scale beyond a narrow set of project requirements.
shifted from delivering primarily cost savings with high quality to delivering We are looking for future innovators, not just project resources.
cutting-edge innovations and new competencies in a fast and cost- 3. Making Symbio’s quality and efficiency the two key focus areas of
efficient manner. There are three distinct eras in the evolution of Symbio: our engineering process and optimizing our internal project delivery
• Symbio’s First Era (1994 – 2006) was characterized as a close processes around those two objectives. In order to deliver on our
partnership among its partners. The teams were happy to work on promise of cutting-edge innovations in an optimized manner, Symbio
all kinds of engineering projects regardless of the profile, and the must objectively prove it has one of the industry’s best software
bread-and-butter projects were low-level software development and engineering processes. As such, Symbio has set a board-level
testing projects. During this first era, growth was entirely organic and corporate initiative to be one of the ‘Top 3’ in the industry by 2015
relied mostly on bootstrap financing. Over the course of 12 years, the with third-party industry benchmarks for software quality and
company grew to over US$ 10 million in revenues and a staff of 350. delivery efficiency.
• Symbio’s Second Era (2006 – 2009) is when the company began 4. Designing Symbio’s global project delivery network to work together
to transition from one built around a core of founders to one having in real time, not in an ‘onshore/offshore’ method. Symbio sets up
institutionalized processes and professional management. This offices and development centres in the markets that are global
process began when the company received a serious acquisition software innovation centres – the United States, Finland, Sweden,
offer by another offshore outsourcing player. The founders decided China, Taiwan, Japan and Korea – and we execute projects in all of
not to sell the company, but started a process to ensure Symbio these centres. The key point is our project delivery capabilities are
would outlast their careers. In 2007, the company received a first globally distributed across all the locations we operate in. Where
round of outside funding that led to the appointment of outside projects are delivered depends on the kinds of innovation our client
directors and professional managers, including a new CEO. This wants to incorporate and the competencies they need to tap into.
second era ended with the merger of Symbio Group, Flander Group
5. Developing a Symbio portfolio of knowledge assets, toolkits, and What were the major challenges your company had to handle in
reusable IP that enables us to design and develop software products its high-growth years, and how were they managed?
faster and with cutting-edge innovations. By leveraging our IP
portfolio, we are able to achieve faster revenue growth without Hsu: “Symbio faced two major challenges in its high growth years
having to linearly add staff whenever projects need to be delivered. (2003-2009):
Section 7 – Executive Cases: Symbio

While our revenue model is predominantly services based, we 1. Continually develop its management staff to scale their capabilities,
continue to increase the proportion of projects where we can re-use while also recruit and retain new management teams. Our challenge
our knowledge assets and IP. Symbio maintains a global technology was finding people who had experience managing large teams of
solutions development team comprised of CTO-level technology 100+ employees. The other challenge was finding qualified project
experts that continually develop our IP portfolio to ensure that it is at managers and middle management staff who could be relied upon
the forefront of where commercial technology products are headed.” to manage daily project activities, particularly in China. The company
relied on a combination of internal development programmes to train
What were the major growth accelerators for your company its managers to scale up their capabilities, partnering with professors
in its high-growth years? to administer weekly ‘Mini-MBA’ programmes for managers. Symbio
also instituted a formal management rotation programme that placed
Hsu: “The major growth accelerators for Symbio during its high growth high-potential managers on rotation mes across different functions
years came from two major shifts in global perception. The first shift in in the company, as well as international transfers.
perception was when China entered the WTO (World Trade Organization) 2. Create a consistent messaging process to external and internal
in 2001. In the following two to three years, Symbio saw a major growth constituents across multiple international locations. Problems
in Western companies looking to establish R&D operations in China emerged as the company grew, whereby different regions were
and Symbio experienced 100 percent+ annual growth in headcount selling a narrow set of services and solutions portfolio, and not
and sales between 2002 and 2006 in its China operations. The second communicating the right messages in the right markets. Problems
major growth period began in 2009 when the company made a series of also emerged internally because staff in different locations did not
strategic mergers that tripled its revenue base and expanded into new understand the company’s vision, positioning and major strategic
markets in Europe, adding 12 new offices and delivery centres globally. initiatives. The company created a centralized corporate marketing
The company has continued on a high growth trajectory since the organization. The head of this group reported to the EVP of sales,
mergers with its focus on digital convergence technologies. Compared but also worked with the CEO directly on setting and communicating
to other regions post-recession, Symbio has seen its revenue base corporate direction and strategy. The group became a central switch
coming from Asia grow in a faster proportion as Chinese and Taiwanese by which marketing messages that were effective in different regions
companies with global ambitions work with Symbio to develop products could filter and be disseminated to other regions. To promote the
for the global markets.” sharing of external messages, the group created a knowledge-
sharing system by which all marketing material could be accessed
Briefly describe the financing of your company and how this by all sales and marketing staff in the company. The group also
financing impacted the growth of your company. managed a quarterly external newsletter that was sent to all clients,
and oversaw an internal ‘Symbio Way Ambassadors’ programme,
Hsu: “Symbio has always operated conservatively. The company was which was a volunteer-based organization that helped send employee
entirely bootstrapped from founders’ equity and savings. Because welfare and communication feedback directly to the executives.
Symbio’s revenue model is primarily from services, the company was Other initiatives were an on-going internal Intranet that included
able to finance its growth through reinvested income from project work employee-generated wikis and blogs, monthly CEO letters directly to
until 2007. When the company began to see opportunities to consolidate all staff, and a quarterly employee newsletter.”
its market position, a decision was made to bring in institutional investors.
The company would not have been able to complete the series of Give examples of dark moments or negative periods that your
mergers that tripled its revenue base had it not been for new financial company or you faced as part of your journey as an executive
backers. Symbio expects to take the company public in 2011-2012 to with this company.
raise additional growth capital.”
Hsu: “The darkest moment for me as an executive came at the outset
of the 2008-2009 recession. Up until this point, the company put growth
ahead of profitability and cash flow. Throughout 2007 and 2008, we and build your team to address those traits. It’s not about finding
were adding staff ahead of projects in anticipation of a continuation of ’superstars’ but rather finding the right fit to match your own personality,
our historical growth patterns. As a result, our growth in headcount even if that means making yourself obsolete.
grew faster than our revenues, and we saw our revenue per employee 3. Entrepreneurship is about persistence, which comes through
start to dip down historical levels. When the recession began and commitment. There were times when it would have been easier
we started seeing our DSOs push out and certain clients shut down, to just quit or not take action, but my commitment to ensuring
we knew this slowdown would be very different than the past and that the company could win in the long run fuelled my persistence
we had to make a major course correction and refocus on cash flow to keep at it.” 
and profitability. As an executive, tough choices had to be made in
terms of shutting down unprofitable divisions, which inevitably led Prepared by George Foster and Ning Jia, 16 November 2010
to letting go of staff in a difficult economic environment. Symbio had

to exit some unprofitable accounts, and unfortunately some of
our staff, even though they were doing a fine job, were let go because
they were on bad projects.”
SYMBIO SYMBIO
REVENUE HEADCOUNT
MILLIONS (US$ M)
$ 90 1,800
$ 80 1,600
$ 70 1,400
$ 60 1,200
$ 50 1,000
$ 40 800
$ 30 600
$ 20 400
$ 10 200
0 0
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010

SYMBIO
Hsu: “There are three lessons that I would share with entrepreneurs:
1. Don’t fall in love with your business model or marketing. Business
models and market opportunities come and go. The challenge is
continuallyEstablishes Flander or service portfolio
repositioning your product Ardites
to keep Revenues First round of funding Merger of Symbio,
Group
first lab in China founded exceed US$ 10M (Symbio & Flander) Flander, and Ardites
up with market needs (and even sometimes completely re-inventing
founded
your business).
You can’t
2. 1994 do it alone,
1996 1997no matter
1998 how great
2000you think you are. A great
2002 2005 2007 2008 2009 2010
entrepreneur builds a great complimentary team around him/her.

Know your
Symbio weaknesses
Group and blind spots (asRevenues
Revenues well as your strengths) Acquired Acquires Spark Revenues exceed
founded by three exceed US$ 1M exceed US$ 3M Horizon Technologies US$ 80M
co-founders software
REVENUE HEADCOUNT
MILLIONS (US$ M)
$8 200
$7 175
Technisys | Argentina
$6 150
$5 125
Overview :
$4 100
Technisys was started in 1996 by three co-founders: Miguel Santos (CEO), Adrian
$3 75
Iglesias (COO) and German Pugliese Bassi (EVP). Its focus was Internet banking
$2 50
Section 7 – Executive Cases: Technisys

products for the financial service industry. After initial traction with major signature
$1 25
clients, the Argentinean crisis in 2002 to 2003 left the founders with a company
$0
1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009
0
1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009
struggling to survive. Since its resurgence in the same industry and product area in
2004, Technisys has continued on a consistently strong and profitable growth path.
In 2001, the founders were selected as Endeavor entrepreneurs.
TECHNISYS
Co-founders seek to Team becomes Argentinean Resurgence Becomes

run own business; select Endeavor crisis begins ISO certified
fin. svc. sector/e-banking Entrepreneur
product
1997 2002
1996 2001 2003 2004 2007 2008
2001 2003
Deutsche Bank Significant Begins overseas Lays off over First external
becomes first traction with expansion 20% of financing round,
signature client for high-margin employees with Holdinvest
e-banking product clients
Cyberbank 1.0
Quotations from:
Miguel Santos is the chief executive officer and co-founder of Technisys. Prior to founding the company, Santos worked for the financial services
division of IBM. Santos obtained a BS degree and an MS degree in computer science from the University of Buenos Aires. He has also completed
post-graduate work in symmetrical process systems, distributed databases and network computing. In March 2001, Santos was selected as an
Endeavor entrepreneur. He has chaired seminars on entrepreneurship at New York University and Stanford University and has made presentations
at many banking conferences, including BAI, CLAB, Felaban, Febraban and AMBA.
What was the source of the initial idea, and how did that idea vertical companies in Argentina do not have a good reputation for
evolve into a viable high-growth business venture? How did it paying on time.
change over time?
“Finally we decided on the product. We selected e-banking from two
Santos: “One of the co-founders, who worked for IBM Argentina, was other alternatives we considered because we believed that the Internet
inspired to think of working in his own company rather than for a large would radically transform the way consumers access financial services.
company like IBM. I met him while working on a job for the financial And it did. This idea evolved over time. Around 2002, the company
division of IBM. Although we observed IBM suppliers making more started to explore new banking applications for web-based technologies
money than those working directly for IBM, we did not want to set up a such as branch automation, self-service kiosks, ATMs and web call
supplier company to IBM. Having decided to set up our own company, centres. In 2006, with the introduction of new related architectures such
we next searched for the target market and chose the financial service as service-oriented architecture (SOA), the company transformed its
sector. This was a big stable market in Argentina, and it had a very good product offering into an integrated multi-channel banking suite, which
track record of paying bills to its vendors on time. In Argentina, this is solved quite nicely the channel integration problem. In 2008, while
a big issue in general and is especially important for start-ups. Many mastering SOA, Technisys entered the core banking arena, starting to
develop Cyberbank Core, a new generation, process oriented, 4. Exploitation of the company’s successful track record. We did this
multi-channel, multicurrency, multi-bank, fully SOA-based, core first with Deutsche Bank and then with major brands like Citibank
banking system.” and HSBC.
5. Our ability to hire really good technical people. We were technical
What was the initial growth vision or aspiration of the founding people ourselves, so we had a good sense of who was AAA and
team? Was there a sizeable change in this growth vision who was not. In contrast, we were not as good at hiring business
or aspiration over time? If a change, please describe. people, and this hurt the company.
6. Becoming an Endeavor entrepreneur. This had a deep impact
Santos: “We had big aspirations from the start. We didn’t set any limits. because it opened our mind to a broader set of opportunities to
We wanted to be Bill Gates or Steve Jobs. At the same time, however, manage the business and grow. One key area was financing, where
we had little experience in building a company from the start. Our we became much more aware of and open to outside investment
confidence and aspirations were reinforced when Deutsche Bank funding. It was not just reading the Endeavor entrepreneur stories,
became our first customer in 1996. We launched a pilot Internet banking but also the ability to meet other entrepreneurs and exchange ideas.
project for Deutsche Bank in Argentina, which was one of the earliest It was very inspiring for us.”
e-banking initiatives in Latin America.”
Santos: “We were a bootstrapped company until 2007. There was
Santos: “The company combines the sale of software licenses with effectively no venture capital market in Argentina, and even if there had
related recurrent services to generate a robust income model. Each been, we likely would not have known about it. We were totally focused
contract sale produces up to five revenue components, including a on developing products and linking up with customers. We had to grow
one-time license and customization services, a recurrent license organically from the living room of one of the founders, with a couple
maintenance fee, and technical support services. It is also important of old PCs, cooking our own lunch each day. During the early years
to note that we’ve decided to grow through geographical expansion of progress (1999 to 2001), we had some accounts with very good
versus the option of expanding into other industries, helping us to scale margins, and we built up a cash reserve. This cash proved a great buffer
the business better. The next step in a high rate of growth is yet to be when the crisis hit us in 2002. But then in 2003, we needed to fund the
seen because the product is reaching critical mass in the market, thus company from our own savings. Not only were we not drawing salaries,
attracting interest from integrators and resellers such as Accenture, but we were putting more of our own money into the company. You can
Bull, Sonda and TCS. We think this indirect sales model will allow us to do that for two to three months, but then you wonder whether this is
scale up revenues dramatically in the coming years.” a hole that will keep getting bigger. Luckily, the company had resurgence
in 2004 and returned to profitability.”
company in its high-growth years? What were the major challenges your company had to handle in
Santos: “Some key growth accelerators in the early days:
1. Our ability to sell things that did not yet exist. We used prototypes to Santos: “These include:
show potential customers what the product might look like. 1. Scalability challenges. The major growth challenge for us still is to im-
2. Innovative products. This was a big factor from the very beginning. plement business processes that guarantee that every single person
As industry specialists, we work hard to anticipate demand and fulfil in the company shares the company’s values, vision, objectives and
our customers’ needs on time. culture. Scalability is the key.
3. Early signature customer wins. Our first customer was no less than 2. Attracting and retaining talented people. We are better at this for
Deutsche Bank Argentina, which had many benefits because it was technical people than for business people. For technical people, we
a major lighthouse customer. We also benefited greatly from the work on selling their projects and also on constantly motivating them
rigorous due diligence that Deutsche Bank of New York required us with new challenges and better working conditions. We failed big
to go through as part of the bidding process. We had never done time on one of our first senior management hires. In 2002, we hired
this before, and it gave us much more industrial strength. It was our our first commercial manager, who came from a major global tech-
first encounter with an excellent and demanding client. nology company. Great resume. He did not understand and did not
want to understand our start-up culture. He expected a lot of people “At some points in 2002 and 2003, we nearly ended the game. But then
to be working for him. In our company, this just does not happen. we saw that we had a good product, some good customers and some
We expected him to add value, and he did not. We learned that a good employees, so we decided to continue on.”
hiring with a bad outcome cannot only freeze you but set you back.
Section 7 – Executive Cases: Technisys

3. International expansion. Building out the international dimension of What are the key lessons about entrepreneurship and successful
Technisys is still in its early days.” growth strategies you’ve taken from your company experience?
Give examples of dark moments or negative periods that your Santos:

company or you faced as part of your journey as an executive 1. “Think big. You will use all of your time, so it had better be
with this company. worth the effort.
2. Go for a big market. That way, there are no natural limits to
Santos: “Definitely the 2001 to 2003 period associated with the your company’s growth.
Argentinean crisis, where we almost gave up, was a dark moment. 3. People are so important. Take your time to select your partners,
NASDAQ’s blow-up and the Argentinean crisis, one after the other, investors and employees.
lost us contracts, gave us an empty pipeline and produced sad faces 4. Build a scalable business model from the very beginning.
TECHNISYS TECHNISYS
REVENUE HEADCOUNT
MILLIONS (US$ M)
$8 200
$7 175
$6 150
$5 125
$4 100
$3 75
$2 50
$1 25
$0 0
1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009
all over. We quickly realized that with a very unstable economy, a Processes, processes and more processes.
non-existent VC industry, and a small local market, we were probably 5. Commit to your clients. Commit to their businesses, and establish
born in the wrong country. long-term relationships. If you can help them once, they will
buy again.” 
TECHNISYS
“Being forced to lay off good, committed people was without a doubt
TIME-LINE
the worst feeling I’ve ever experienced at Technisys. I had never done / KEY EVENTS
Prepared by George Foster, Antonio Davila, Pilar Parmigiani and Endeavor Center for High
Impact Entrepreneurship, 16 November 2010
layoffs before, except for an isolated person with a bad attitude or a
Co-founders
non-performer. seekI was
Here to laying off 20% or more
Team becomes
of our people, even Argentinean Resurgence Becomes
run own business; select Endeavor crisis begins ISO certified
thoughfin.they
svc.had good attitudes and good performance
sector/e-banking records. That
Entrepreneur
product
was really tough. At first some of those who remained felt some guilt
about
1996
being kept or felt insecure,
1997 worrying ‘am I next?’ But luckily we2002
2001 2003 2004 2007 2008
2001 2003
had some good events that helped rebuild the morale, including being
able to hire back
Deutsche some of those
Bank we had previously
Significant let go.
Begins overseas Lays off over First external
becomes first traction with expansion 20% of financing round,
signature client for high-margin employees with Holdinvest
e-banking product clients
Cyberbank 1.0
Verifone Systems, Inc. | US
Overview : VERIFONE SYSTEMS, INC. VERIFONE SYSTEMS, INC.
VeriFone SystemsREVENUE
(NYSE: PAY) is a leading global provider of
MILLIONS (US$ M)
secure electronic-
HEADCOUNT
payment solutions for financial institutions, merchants, consumers and

$ 1,000 2,500
governmental organizations. VeriFone changed ownership several times in the

$ 900 2,250
1990s. In 1997, it was a successful publicly traded company when Hewlett-Packard

$ 800 2,000
bought it for $US 1.3 billion. In 2001, it was sold to the investment firm Gores
$ 700 1,750
Technology Group in a restart deal led by its current chief executive officer,
$ 600 1,500
$ 500 1,250
Doug Bergeron. In 2002, the private equity firm GTCR Golder Rauner gained a
$ 400 1,000
controlling interest in the company. The deal was again led by Bergeron, who had
$ 300 750
reinvigorated the company by entering developing markets and expanding into

$ 200 500
mobile payment applications. VeriFone had its second initial public offering on the
$ 100 250
New York Stock Exchange in 2005. Its 2006 landmark acquisition of Lipman
$0
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009
0
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009
Electronic Engineering for US$ 793 million cemented its leadership in the global
market. In late 2010 VeriFone had a US$ 3.4 billion market capitalization and
3,000 employees worldwide.
VER I F O N E S Y S T E M S , I N C .
Gores Technology Opens regional Joint venture with Announces need for Changes name to
Group buys VeriFone headquarters in TaxiTronics earnings restatement VeriFone Systems, Inc.
Philippines
APR JUL JUN MAR APR SEP JAN DEC APR MAY SEP
1997 2001 2002 2004 2005 2005 2006 2007 2009 2010 2010
Hewlett-Packard GTCR Golder Rauner IPO on NYSE Completes Lipman Extends Buys encryption
buys VeriFone in recapitalizes raises US$ 154M acquisition; now largest end-to-end co. Semtek;
US$ 1.1B stock swap VeriFone with global e-payment encryption across makes US$ 290M
US$ 160M solutions supplier product lines hostile bid for
Hypercom
Quotations from:
Douglas Bergeron has been the chief executive officer and a director of VeriFone since July 2001. From December 2000 to June 2002, he was
the group president of Gores Technology Group, the investment group that bought VeriFone from Hewlett-Packard (HP) in 2001. From April 1999
to October 2000, he was the president and CEO of Geac Computer Corporation. Prior to that, he held a variety of other senior executive
management positions in the information technology industry. Bergeron obtained a Bachelor of Arts degree (with honours) in computer science
from York University in Toronto, Canada, in 1983, and a Master of Science degree from the University of Southern California in 1987. Bergeron sits
on the advisory board of NYSE Euronext.
What was the source of the initial idea, and how did that idea was sold to us. We thought of this business as a stand-alone business.
evolve into a viable high-growth business venture? How did it Looking back at the public filings in the 1990s with 15% annual growth
change over time? and 15% operating margins, we thought that in year one we should be
Section 7 – Executive Cases: Verifone Systems, Inc.

able to get it growing again and get it to 10% operating margins. And
Bergeron: “I led the carve-out from HP in 2001 through an investment we did. But then we had to ask, ‘What’s the growth going to look like
group in Los Angeles called Gores Technology Group, where I was with 9 billion people in 2020, and where are credit cards going to be
president. It was a re-founding of the company. The original concept of used?’ It was very clear to us that 5 billion consumers in Asia and the
VeriFone in the early 1980s was to bring to all merchants the technology emerging markets were where our focus should be.”
for the authentication of a credit card using existing telecommunications
capability – the telephone. Before 1980, merchants determined whether Describe the strategy or business model that enabled
a card was valid or not by thumbing through phone-book type volumes your company to achieve its high rate of growth.
of bad cards because the technology was not available to authenticate
cards using telecommunication systems. But it was a solution waiting to Bergeron: “The repositioning and growth strategy was based on two
happen because the card networks, the card processors and the banks epiphanies:
were all in support of the idea. There was no question that the 1. Focus on emerging markets. We had to look at what was happening
proliferation of electronic forms of payment was going to represent the in the world at large, and it was pretty clear that the liberation of the
wave of the future. When HP bought the company in 1997, it was a new middle class, which had taken place politically in the 1990s,
successful publicly traded company with about US$ 470 million in was going to create great economic opportunity because electronic
revenue. By 2001 it was a neglected asset within HP. One of the forms of payment are used by the middle class. We felt that the
classical textbook tactics of finding undervalued assets is to look at business was under-leveraged in places like China, Turkey and Brazil
divisions within companies that have had a CEO change. Typically new – the BRIC (Brazil, Russia, India and China) economies. So we built
CEOs like to take inventory of acquisitions made by their predecessors up a strong presence there and built up great relationships with card
and are willing to dispose of those assets for non-economic motivations. network communities and banking communities. We made a couple
In this case, HP was busy trying to negotiate the Compaq deal, which of acquisitions that were better positioned in those markets. Today,
was announced that September. We announced the deal to buy we earn 40% of our business from the so-called BRIC countries,
VeriFone from HP in July. HP wanted two things in the deal: (1) to get rid which is astonishing really. It’s what a lot of technology companies
of a business that wasn’t performing well and didn’t fit into the Compaq say they would like to do, but only dream about its happening.
deal and (2) to indicate to their employees how they would be treated 2. Payment is mobile. We recognized early that payment in the future
in divestitures. It turned out that the biggest thing HP wanted was to be will not just take place at a fixed checkout location. Mobile payment
very generous on severance and really didn’t care what they got for the is necessary, especially in emerging economies that don’t have a
business. As long as we were able to read that, we were able to play fixed-line infrastructure. Also, with 15 million to 20 million merchants
that music for them. So there have been three generations of VeriFone: in America, we reckon there is another 10 million of them that don’t
the pre-HP period, the three years within HP and the post-HP restart.” have store fronts. They are people who are working from home,
selling art or insurance. If we had taken the position that our value
What was the initial growth vision or aspiration of the founding proposition was just at a fixed checkout, we’d be losing half our
team? Was there a sizeable change in this growth vision opportunity in the developed market.”
Bergeron: “It was really a repositioning, a restart of the company. company in its high-growth years?
My management team was partially in place in 2001, and we do see
ourselves as the re-founders of the company. The business had grown Bergeron: “The growth priorities were getting back to basics by selling
10 to 20% organically for every year prior to 1998. It had started with more to our existing North American customer base, as well as breaking
seed capital, and when it was sold to HP it had US$ 470 million in into China and the developing economies. But it was really about
revenues. Under HP, VeriFone had declining growth to about US$ 297 reclaiming the natural trajectory of the company that had been lost
million in revenues. Nothing had happened in the macroeconomy that during the three HP years.
should have caused that; it was a result of execution. Our initial 1. Mobile and emerging markets. I would say that the mobile and
objectives weren’t around growth per se; they were around righting emerging market phase was the accelerator that has taken us from
the ship. The company lost US$ 70 million pretax in the year before it 2005 to the present.
2. R&D & technology. We also got lucky with technology develop- What were the major challenges your company had to handle in
ment. As networks became more robust, with a wider bandwidth of its high-growth years, and how were they managed?
IP connection to the point of sale (POS), we recognized that there
would be more opportunity for us to do more at the POS. The more Bergeron: “Our biggest challenge was changing the company culture.
unharnessed computing power our systems had at the POS, the The good news is that the market and the customers were thirsty for
more things we could do. Ten years ago, we started actually the return of the company. They had an almost sentimental longing for
delivering more computing power than was required, and we the company’s historical pace of innovation, service and technology
continue to do that. Today we are able to force through VISA and leadership that it had been known for in its 15 years of independence.
MasterCard much more rigorous encryption algorithms and Under HP the quality was maintained, but the velocity of the company
capabilities, such as advertising capabilities, to make more value for had been dramatically reduced. I had to change the company culture
the merchant, the consumers, even the regulators and the people dramatically. On day one, literally, we reduced the headcount from 1,300
who protect privacy. to 805 people. Today we have 3,000 employees. I brought in people
3. Universal pull away from cash. It’s one of those interesting industries that had worked with me or for me in the past. They might not have
where your channel partners are not at odds with one another, been the perfect fit in every respect, but they were people I could go to
so it makes good sense to put your arm around them. Even the at 3:00 in the morning who had achieved success in other battles. We
government doesn’t like cash. Cash gets counterfeited; cash gets harnessed this kind of “we’re back” culture. We basically lopped off the
stolen; cash is an ancient modality that should eventually go away. folks that had been part of the culture within HP. Unfortunately for many
Even five years ago it was almost impossible to use your credit card of them, they probably weren’t personally responsible for the value
at a sandwich shop or a fast food location. Today it is standard. destruction, but because they were at the scene of the accident they
Same with taxis. VeriFone is available in New York cabs, and that’s had to leave. We never laid off one person after that second day. I think
going to be standard. There will be many more examples of this.” it is important in restructuring exercises to cut deeply, even a little too
deeply. But it is better to do that and get back into hiring mode versus
Briefly describe the financing of your company and how this the all too common way of cutting 70% of what you think you need to
financing impacted the growth of your company. cut and then having to go back three months later and cut another 20
to 30%. That leaves people with the expectation that the knives haven’t
Bergeron: been put away. The confidence in the company of the mid-level
• 2001 buyout by Gores Technology Group. “There wasn’t a lot of employee or engineer or sales person after a few months was dramatically
financing requirement because we were buying a balance sheet, improved. They felt that this was a place where they could make some
and we paid a discount to net tangible assets. So there were four money and have a good time.”
partners and US$ 5 million of equity. We each pitched in, borrowed
money against the working capital and had a seller note from HP. Give examples of dark moments or negative periods that your
Financing was very difficult in 2001 because it felt a lot like 2008 in company or you faced as part of your journey as an executive
terms of extreme risk aversion. with this company.
• 2002 recapitalization. I bought out my partners at Gores Technology
Group in 2002, and we were able to get a private equity firm (GTCR Bergeron: “I’m embarrassed by it, but in late 2007 as a result of
Golder Rauner in Chicago) to re-value the business at US$ 160 multiple years of phenomenal growth and a lot of it international, we
million and take a majority stake. I rolled my equity into the company. had an accounting restatement that whacked two-thirds off the market
We paid off the debt in one year because we collected our receivables. capitalization of the company. It was followed by a few quarters of
Customers are actually banks, and it’s not too difficult to get them to negative growth through the recession, and that was a real wake-up
pay their bills. So the US$ 5 million in equity in 2001 was US$ 160 call to the fact that growth at some point can be very painful if not all
million by 2002. The recapitalization of the business had US$ 60 million the i’s are dotted and the t’s are crossed. We came out of it fine. We
in equity and US$ 100 million of more traditional private equity debt. had shareholder lawsuits that were eventually dismissed and an SEC
• 2005 IPO on New York Stock Exchange. In April 2005, we went investigation that we came up clean on. Nevertheless, you don’t get
public, raising US$ 154 million, and we did a secondary offering in all this growth sometimes without paying the price of complexity, and
September of that year. We borrowed money a couple of times to we didn’t have all of the best practices in back-office controls that we
buy businesses, and we did a big convertible debt deal in 2007. needed to have. We spent 2008 and 2009 developing that and being
After 2009, GTCR sold the equity that had cost it US$ 60 million in committed to the next phase of growth with all these controls around it.”
2002, and the sale yielded US$ 1.3 billion for them.”
Section 7 – Executive Cases: Verifone Systems, Inc.

Bergeron:
1. “Have a long-term vision. So many people think they have a vision,
but 15 years ago we really tried to picture what the world would
look like in 2020. As it turned out, there are not a lot of differences of
opinion in what the world’s going to look like in the payment industry.
The future will arrive before you know it, so start positioning the busi-
ness as early as possible to meet the future.
2. Perfection can be an enemy. It’s one of my most basic management
philosophies on entrepreneurialism. I think both intuitively and with
good data, intelligent people with experience can get to the right
answer 99% of the time in 10% of the time it takes you to get to
100% certainty. As long as you have humility and are willing to undo
VERIFONE SYSTEMS, INC. VERIFONE SYSTEMS, INC.
REVENUE HEADCOUNT
MILLIONS (US$ M)
$ 1,000 2,500
$ 900 2,250
$ 800 2,000
$ 700 1,750
$ 600 1,500
$ 500 1,250
$ 400 1,000
$ 300 750
$ 200 500
$ 100 250
$0 0
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009
a bad management decision quickly, the benefits to the velocity of

the organization are tremendous if you are not actually hell-bent on
getting to 100% certainty – if that ever exists.” 
VER I F O N E S Y S T E M S , I N C .
Prepared by George Foster, Xiaobin He, and Sandy Plunkett, 16 November 2010
Gores Technology Opens regional Joint venture with Announces need for Changes name to
Group buys VeriFone headquarters in TaxiTronics earnings restatement VeriFone Systems, Inc.
Philippines
APR JUL JUN MAR APR SEP JAN DEC APR MAY SEP
1997 2001 2002 2004 2005 2005 2006 2007 2009 2010 2010
Hewlett-Packard GTCR Golder Rauner IPO on NYSE Completes Lipman Extends Buys encryption
buys VeriFone in recapitalizes raises US$ 154M acquisition; now largest end-to-end co. Semtek;
US$ 1.1B stock swap VeriFone with global e-payment encryption across makes US$ 290M
US$ 160M solutions supplier product lines hostile bid for
Hypercom
REVENUE HEADCOUNT
MILLIONS (US$ M)
$ 1,400 5,250
$ 1,200 4,500
Veritas Software | US
$ 1,000 3,750
$ 800 3,000
Overview :
$ 600 2,250
Originally called Tolerant Systems, VERITAS Software was renamed in 1989.

$ 400 1,500
VERITAS was a supplier of file and disk management software products. In 1997,
after merging with OpenVision, it emphasized backup and recovery software
$ 200 750
products. By 1998, VERITAS had established itself as market leader. In 2000,

0
1989 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000
0
1989 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000
VERITAS was the 10th largest independent software company by revenue and
third largest by market capitalization. VERITAS merged with Symantec in 2005 in
an all-stock transaction valued at approximately US$ 13.5 billion.
V E R I TA S S O F T WA R E
Closes hardware Signs major Launches IPO, US$ Acquires OpenVision: Named Fortune
division contract with 16M raised, US$ 64M enters backup 1000 company
AT&T market cap business
3Q 4Q FEB MAY MAR APR MAY

1982 1993 2000 2005
1989 1989 1990 1990 1995 1997 1999
Tolerant Company Mark Leslie Renegotiates Enters High Acquires Seagate Merges with
Systems restarted appointed CEO – AT&T contract Availability Business Software Symantec
incorporated company via acquisition
renamed Veritas
Quotations from:
Mark Leslie became Tolerant’s (later VERITAS Software’s) chief executive officer in February 1990 after being on its Board of Directors since 1988.
He took VERITAS from 12 employees and US$ 95,000 in revenues in 1990, to 4,784 employees and US$ 1.2 million in revenues in 2000. From
1984 to 1990, Leslie was CEO of Rugged Digital Systems and turned down a CEO offer from Tolerant in 1988. Leslie previously had worked at
IBM, Scientific Data Systems, and Data General. From 1980 to 1984 he was founder and CEO of Synapse, which built fault-tolerant systems. Leslie
has an undergraduate degree in physics and mathematics from New York University and post-graduate education at Harvard Business School.
Fred van den Bosch had a 14-year career at VERITAS Software as executive vice-president of engineering, chief technology officer, and a board
member. On leaving VERITAS, he became CEO of PANTA Systems and is now CEO of Librato, Inc.
What was the source of the initial idea, and how did that idea was US$ 36 million of revenue, and OpenVision was about US$ 36
evolve into a viable high-growth business venture? How did it million, too. We had 180 employees and they had 240. I sat down with
change over time? the CEO and said ‘We’d like to put these two companies together,
here’s our theory, here’s our strategy. We’re only really interested in the
Section 7 – Executive Cases: Veritas Software

Leslie: “In 1982, VERITAS was started as Tolerant Systems to design backup stuff. If this other stuff works, fine, if it doesn’t work, it’s also
and build high availability computer systems. This was a high profile, fine’. We closed a deal in 1997. They brought the backup, some mid-tier
well-funded company with a grandiose plan. In late 1988, the company management, and distribution. They had an Oracle-style, end-user sales
significantly missed its forecasts. The investors, with US$ 50 million force with what are called enterprise reseller channels. We had the OEM
already in, decided to shut the hardware division down. channel. We shed about US$ 16 million of their US$ 36 million of
revenues. So at the end of 1996, we were US$ 36million or US$ 56
“The company, prior to this catastrophic failure, had developed some million combined. Four years later we were US$ 1.2 billion in revenues.”
technology in the UNIX Operating System (OS), which had value to
anybody that was trying to use UNIX for commercial applications. Describe the strategy/business model that enabled
And they had set up a little group of 10 or 12 people. When the company your company to achieve its high rate of growth.
failed, they looked at that little software thing and said ‘well maybe
there’s a business here’. And that’s what became VERITAS – that small Leslie: “In 1993, we went public, with US$ 10 million in revenue. In the
group of people who had this software technology that made UNIX following year we probably did around US$ 15 million - US$ 16 million.
more commercially robust. VERITAS went from 200 people in 1987 to In early 1994, we concluded that what we really need to do is come up
12 people in 1989 when the whole hardware business was shut down. with a strategy to get us to an opportunity to grow well beyond US$ 100
It was truly a restart. million. The first thing we said was, ‘Are there more things we can
sell to the same customers?’ We decided that we wanted to do a
“We had the technology that made UNIX more suitable in certain high-availability, fail over capability, because it was right up our alley.
commercial areas, so we ended up doing a deal with AT&T, and that’s The second thing we said was, ‘We got all these versions of our file
what turned me towards this opportunity. This deal basically said that system and volume manager – what can we build that can sit on top
for the two product areas that we had, AT&T would stand back from of them?’ We had to develop our own version that sat on top of Sun
developing their own, that we would develop them to be consistent with and HP versions. The third thing we said was, ‘If we could sell add-on
the AT&T version of UNIX, and the two companies would go-to-market products – basically segment our product into lite and full and sell the
together to systems manufacturers, with an original equipment full version – if we could sell these, why don’t we go create even more
manufacturer (OEM) strategy. It gave us a preferred position in the specialized versions of those that optimized key environments, like
marketplace. I looked at that and said with that we could probably Oracle and Microsoft Exchange?’ Then we said, ‘What we really ought
build a nice company – not a big one – but rich in intellectual property. to do is to get in the backup business because we are now pretty much
We were on the right trend in the industry and that gave us a the standard file and disk management across the entire industry,
unique opportunity.” essentially controlling all of the UNIX disk I/O.’ When we did the analysis,
the only way to get there was through acquisition. The last element was
What was the initial growth vision or aspiration of the founding to say, ‘We don’t know if the next operating system of commercial
team? Was there a sizeable change in this growth vision importance is going to be NT, Netware, or OS2, but we know that
or aspiration over time? If a change, please describe. whichever one wins, we have to be on that one’. For that we needed to
be able to acquire a distribution channel that could sell into that market,
Leslie: “Because we didn’t start it as a raw start-up, we really never had and ultimately we ended up doing that also. It was what I call ‘strategic
to go define all that stuff. Being an OEM supplier to systems manu- transformation’.”
facturers, we ended up coming to believe that we would probably see
revenues peak out at around US$ 50 million. Pretty small. In 1995, we “We grew from 0-US$ 36 million organically, US$ 200 million based on
acquired a company with high-availability fail over software, in the SUN the OpenVision merger, from US$ 200 million to US$ 400 million through
marketplace. We also started a company in India to build our own the Seagate acquisition, and then from US$ 400 million to US$ 1.2
versions of SUN’s File System and Volume Manager, which were based billion organically. We were not on the road doing acquisitions; we were
on VERITAS technology. In 1996, we were introduced to the CEO of on the road doing strategy. It happened to be through acquisitions
OpenVision. They acquired a lot of companies that didn’t work out; rather than organically because that was the only way that we could
however, they had one property that was great: their backup. VERITAS accomplish it. But the fact that it was acquisitions was really secondary
to what we were really doing, which was executing a very well thought original investors kicked in another million. We did not raise any
through strategy.” additional venture money after that – so total contributed capital was
US$ 4.0 million.”
company in its high-growth years? What were the major challenges your company had to handle in
Leslie: “Focus on strategy and its execution. We recognized the need
for strategy, we set a strategy, we executed it, mostly through acquisition, Leslie: “Deciding on the sales strategy. We’re sitting there in 1990,
and that’s where the growth accelerators came from. But the only we’ve closed deals with a bunch of companies, and we’re waiting for
difference between our strategy and how it came out was that it came revenue to show up. We’re waiting for them to ship this stuff, and there’s
out so much better than what we hoped. But if you look at the company an argument that rages inside the company. Should we go out and hire
in 2000, and at the strategy that we set in 1994, it’s dead on –we just a sales force, stand next to the SUN, the HP, and the IBM sales forces,
did everything on the list. We defined our own segment. When we first to make this thing happen? I was more or less the guy that was
went public, I would ask people to write research on VERITAS, and they resisting all this. We did the math on this, and determined ‘we just could
would say ‘well, what segment are you in?’, and I’d say ‘well, we’re not afford to do this – it made no sense’. The OEM discounts were so
storage management software’, and they said ‘well, we don’t have steep that our take on this was too small to justify direct selling.
such a segment, so we can’t cover you’. And I got that answer from Moreover, the salesmen from SUN and HP don’t want you to be there;
everybody. By the time I left as CEO of VERITAS in 2000, there were selling VERITAS software is not their main focus. And we had this
500 start-ups in storage management of some kind or another. So we realization in maybe 1991.”
defined the segment. And the companies that ultimately became visible
were EMC, NetApp, and VERITAS.” van den Bosch: “Our strategy during the initial years depended on
building successful partnerships with the computer system OEM’s. This
van den Bosch: “Two additional ones to Mark Leslie’s comments: made us dependent on these OEM’s for our sales. Without our own
1. Acquisition execution and integration: The successful execution of significant sales force, our ability to grow was limited, and as a public
the Open Vision and Seagate Software acquisitions and of a strategy company, we were limited in the speed at which we could invest in
that leveraged the synergies between the technologies and distribution building a sales force. The OpenVision acquisition was intended to do
channels of the three entities made us unique and were the key to two things for us: give us the sales force we needed to accelerate our
our accelerated growth.” growth and bring us into the backup business.”
2. Mark Leslie. As an entrepreneur: Mark always keeps the bigger
vision for the company in mind and has the courage to undertake Give examples of dark moments or negative periods that your
ambitious projects, such as major acquisitions, that put the company company or you faced as part of your journey as an executive
at risk. As a leader, he keeps his team on their toes by setting with this company.
aggressive goals and not accepting lesser results. He does not get
involved in the operational management of the company, which Leslie: “Every company has dark days. In a young company there’s a
yields an environment in which the members of his team can thrive huge amount of uncertainty. One dark day occurred in the first quarter
(if they’re comfortable working independently). This is reinforced by after we went public. I’m off on a Friday with my wife and my aunt and
his non-authoritarian leadership style in which decisions are reached uncle, and we’re up in Point Reyes –there was no email. So I called into
through discussions in which everybody’s opinions are heard. Mark my voicemail, and we had just got notified by one of our customers that
has remarkable and very creative business skills, which on multiple they were cancelling a US$ 375,000 development project. We were
occasions allowed us to accomplish business terms in working with going to miss our first quarter public. The rest of the day, I’m living in a
partners that established the roots for long-term success. silent movie. They’re all talking to each other, but I have no idea what’s
going on. I’m sitting there spinning in my own mind. I have a knot in my
Describe briefly the financing of your company and how this stomach. I am calling into the office every 15 minutes, but there is no
financing impacted the growth of your company. news. I came into the office on a Monday morning, after having some
time to reflect on it. I said, ‘Well, first we ought to try to go back up to
Leslie: “After the restart in 1989, we raised a US$ 1.5 million bridge in this company that cancelled us and see if we can get them to give us
a crush-down round along with a 50:1 reverse split. This washed out US$ 100,000’. We did a lot of things that quarter, and we figured it out.
old investors and original founders so we could get a drag start. About It was a very dark period. Bad news travels fast and everybody knew we
a year later, and with great difficulty (we were turned down by all the were just hosed. There was no way to fully make it up, and it was awful.”
investors we pitched to), we raised an additional US$ 1.5 million and the “A second dark moment was when we were stood up at the acquisition
altar by Legato. We were shocked and stunned. My fantasy at that time “Number three: One of the hardest things for me is this very profound
was that we could take VERITAS, Legato and Tivoli, and combine those ambiguity you experience. You have a vision of what you want to do,
three companies. But IBM ended up buying Tivoli and EMC ended up who you are and what defines you, but along the way, you have to do
buying Legato. We put a lot of effort into the Legato negotiations and it all these opportunistic and pragmatic things, which draw you in different
Section 7 – Executive Cases: Veritas Software

fell apart right at the end.” directions and you just never see that original vision. You have to be able
to do things that betray that original vision for the good reasons along
van den Bosch: “During the early years, the company depended heavily the way. Sometimes you have to just abandon it and move onto the next
on a small team of engineers working exceedingly long hours for its thing because it’s the better thing to do. For me, that turned out to be a
product development, and for executing the technical side of our OEM very hard thing to do.
partnerships. There was significant disagreement between one
of our two most important founding engineers, who was also an opinion “Number four: If you don’t listen to your board, you may or may not get
leader, and management about incentive compensation (stock options). fired. But if you listen to your board and investors, you’re guaranteed
One day I received a call from a friend telling me that this engineer was to get fired. I believe you have to take leadership. And if I sit and think
contacting other companies, including one of our partners, and offered about the business 24 by seven, and when you run a company – it’s the
them to hire our entire engineering team. If he had been successful, it only thing in your life, it’s 24 by 7 – guys that show up once a month or
VERITAS SOFTWARE V E R I TA S S O F T WA R E
REVENUE HEADCOUNT
MILLIONS (US$ M)
$ 1,400 5,250
$ 1,200 4,500
$ 1,000 3,750
$ 800 3,000
$ 600 2,250
$ 400 1,500
$ 200 750
0 0
1989 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 1989 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000
would have been the end of VERITAS. It took me several weeks to turn quarter, and kind of flirt with this thing, are simply not qualified to have a
the situation around, working with both Mark and the engineers, and better opinion. And investors who buy your stock and sell it ten minutes
at the expense of breaking the close bond between the dissenting lead later, are even less qualified to have a better opinion – although that
engineer and the rest of the team.” doesn’t prevent them from having opinions. You have to do what you
V E R I TA S S O F T WA R E
believe is the right thing for the company and you have to put your
TIME-LINE / KEY
What are the key lessons about entrepreneurship and successful jobEVENTS
on the line to do it sometimes, and that’s just part of what it is.
growth strategies you’ve taken from your company experience? Sometimes you win, sometimes you lose.” 
Closes hardware Signs major Launches IPO, US$ Acquires OpenVision: Named Fortune
division contract with 16M raised, US$ 64M enters backup 1000 company
Leslie: “Number one: The most important Prepared by George Foster, William Croisettier, Xiaobin He, and Benjamin Huaman de los
AT&Tthing is the right product, in market cap business
Heros, 22 November 2010
the right market, at the right time.
3Q 4Q FEB MAY MAR APR MAY
1982 1993 2000 2005
1989 1989 1990 1990 1995 1997 1999
“Number two: The greatest flaw that the entrepreneurial character has
is thatTolerant
they get excited about their ownMark
Company ideasLeslie
and they start filtering with
Renegotiates Enters High Acquires Seagate Merges with
Systems restarted appointed CEO – AT&T contract Availability Business Software Symantec
a confirmation bias. What you want to do
incorporated is open all portals to
company via acquisition
new information. renamed Veritas
VUELING VUELING
REVENUE NUMBER OF AIRPLANES

MILLIONS (€ M) END OF YEAR
€ 700 42
Vueling | Spain
€ 600 36
€ 500 30
Overview :
€ 400 24
Vueling, led by its co-founders Carlos Muñoz and Lázaro Ros, is the most successful
low-cost airline in Southern Europe. Its headquarters are in Barcelona, Spain. It
€ 300 18
was founded in February 2004 and went public in December 2006. By 2007, its
€ 200 12
revenues were north of 350 million euros. In October 2006, Iberia (the incumbent
€ 100 6
major Spanish airline) led the creation with other investors of a new company
€0 0
(Clickair) to compete against Vueling. In 2009, Clickair merged with Vueling, with
2004 2005 2006 2007 2008 2009 2004 2005 2006 2007 2008 2009
the Vueling as the continuing brand in the marketplace. Vueling is now the second
largest Spanish carrier, with Iberia having a major equity stake.
VUELING
Incorporation First commercial Opens Initial public Reaches 25% market

after raising flight from Madrid base offering share in BCN airport
30M euros Barcelona to Ibiza
LATE FEB MAY JUL DEC NOV DEC DEC DEC SUMMER JUL
2002 2004 2004 2004 2004 2005 2005 2006 2007 2009 2009
Founders create the Vueling starts Four planes EBITDAR 10 million Vueling and
business plan and selling tickets in operation break even passengers Clickair merge
seed the company
Quotations from:
Carlos Muñoz is a co-founder and the original chief executive officer of Vueling. He studied business administration at ICADE, Madrid, Spain and
then received an MBA from the Harvard Business School in 1998. Before co-founding Vueling, he worked for McKinsey and for his family business
in the fruit and juice industry.
What was the source of the initial idea, and how did that idea another 20 million euros from the original investors to fund a growth with
evolve into a viable high-growth business venture? How did it double the valuation.
change over time?
“The capital investment in this industry goes 18 months ahead of needs.
Muñoz: “A pilot and an airport manager gave me the idea of a low-cost So when the economic downturn came in 2008, the company had a
Section 7 – Executive Cases: Vueling

airline between Manchester and Valencia (one of them lived in Valencia pipeline of investments that had been made without considering this
and the other in Manchester). Low-cost airlines were being started like sudden drop in the economy. But as soon as we saw the early warning
mushrooms in the UK because of easyJet and Ryanair. The founders signs (coming also from outside Europe), we stopped our investments.”
made a study about the state of low-cost airlines in Europe. We found
out that the UK was packed with competitors with new ones coming Describe the strategy or business model that enabled
in, but there was nobody in Southern Europe. Low-cost airlines had a your company to achieve its high rate of growth.
30% market share in the UK with more than 15 new companies created
in 2001. Yet Spain, France and Italy had none, not a single competitor Muñoz: “The business model is relatively simple to explain. The idea
of any significant size or potential. Airline charters were trying to evolve was to replicate an existing business model from elsewhere and
into this market, but it was hard for them to transform themselves into introduce it in a market that had not experienced this business model.
low-cost carriers. The company reproduced what Southwest Airlines had created 25 years
before in the US and what was then replicated by Ryanair from Ireland
“Having lived in the US, I knew about Southwest Airlines and had seen UK and by easyJet from the UK. Competition in the low-cost segment
easyJet. I realized that in Southern Europe there were no flights costing was intense in the UK in early 2000 but almost absent in Southern
less than 150 euros. How was it possible that they could have cheap Europe. So we saw the business opportunity in using the same
flights outside Southern Europe but nothing in this area? During my time principles as the other low-cost airlines: point-to-point service, high
at McKinsey, I had looked at other low-cost business models. labour productivity, high asset utilization, identical planes, and traffic
So I teamed up with Lázaro Ros, and we did a study about low-cost stimulation through low fares. Distribution was done through the Internet
airlines and the feasibility of such an airline in Southern Europe. The with low use of traditional travel agencies. Vueling.com was the number
business plan was called, ‘Vueling: the winning low-cost airline for one Internet travel site destination in Spain in 2007.
Southern Europe’.
“The main differentiation from a Ryanair type of model is that Vueling
“We saw a very big opportunity and decided to embark fully on this new decided to operate through main airports, to offer assigned seats and
adventure. I had no experience in airlines but surrounded myself with to have new airplanes, all to give better service to the customer. The
people who were knowledgeable in various parts of the industry.” company also emphasized the brand, creating a fun experience from
the positioning of the brand onwards. The creation of the brand was not
What was the initial growth vision or aspiration of the founding a significant investment, but the management team felt it was a way of
team? Was there a sizeable change in this growth vision improving customers’ perception of the service. The positioning and the
or aspiration over time? If a change, please describe. advertising campaign were so successful that we still use them after six
years of operation.
Muñoz: “The vision from the very beginning was to create a low-cost
airline for Southern Europe, and from the very beginning we believed “The Southern Europe market was totally up for grabs. The key to the
that it could be very big. The business plan was to attain 20 aircraft in success of the model was to move fast and grab the market before
the fleet in year five. The reality was that we reached 40 aircraft in year anybody else came in, whether new entrants or existing competitors
five. The key for this growth beyond what we had planned was that after from other regions. The key was to implement with flawless execution
nine months, together with the lead investor (the financial investor), we from an operational perspective. Within the company, we were proud
saw that the operations were well managed, the brand was working and of our operational metrics and our ability to deliver superb service to
the numbers were being hit. Vueling was second only to Ryanair in cost the customers. In a 2006 customer satisfaction survey among 10,000
per ASK (available seat mile) and maintained half the cost of the local consumers in the EU, Vueling ranked 23 – at the same level as
competitors. We also saw that the opportunity was much bigger than Lufthansa or Finnair – while easyJet ranked 33 and Iberia 87. This ability
we had thought and that we had to move fast to take advantage of the to execute on an existing business model in a new market was based
opportunity. At that time the big worry was that someone would create a on alignment among investors, management, and people. There was
‘Vueling 2’. So we decided to double our growth aspirations and raised a very high commitment among all of us to grow and create a winning
airline. Additional growth came from the fact that the market ended up the local network and finally an investor from JetBlue, a successful
being much larger than initially expected.” US airline start-up. The fact that lots of people were interested gave
the founders the opportunity to choose. The total of 50 million euros in
What were the major growth accelerators for your company in its financing was relatively high by European standards, but it was enough
high-growth years? for the company to accomplish its growth plans.
Muñoz: “The largest factor was that there was a huge market available, “The company also had negative working capital that resulted from
and it was easy to scale to that market. Each new plane was 300,000 customers paying ahead of using the service and our paying the
additional passengers per year and an extra 20 million to 25 million suppliers on credit. That gave the company 25 days of revenues as
euros in sales. For the first four planes that came into the company, ‘free’ funding.
we created special project teams to make sure that the integration
happened smoothly. From there on, the process became routine and “The IPO date was at end of 2006, and we raised 100 million euros.
structured. The implementation of the business model was almost as a This funding was critical to survive the price war that was started a few
cookie cutter in the processes of recruiting, training, operations, routing, months later by Clickair, which was a new Spanish entrant to the
etc. All became quickly formalized in the company because little low-cost carrier market. Clickair was set up by Iberia along with other
adaptation was required to get new planes or go into new routes. The major investors. It commenced operations in October 2006, and over
planes were the same, and new destinations were similar in operations. time a major price war ensued, with both us and Clickair losing money.”
“Another factor was that the board of directors was well aware of the
growth potential and the idea of getting to IPO figures. So the board What were the major challenges your company had to handle in
was supportive in terms of going for high growth and provided its high-growth years, and how were they managed?
the investment required to achieve the growth that the company
eventually realized. Muñoz: “Keep the culture and keep on finding people with the right
attitude. Do not let that attitude deteriorate. Hold monthly meetings in
“Brand positioning was also important. It was very clear that Vueling was an open, town hall style, with meetings held separately for pilots, cabin
low cost and had a very powerful brand. The company believed that crews and maintenance people. Stay in touch to maintain the culture.
creating a brand was not expensive, and they wanted to create a low People are key.
cost that did not mean bad service. We wanted to have a good image,
especially centred on people. We hired people ‘unpolluted’ “We quickly got on the radar of the incumbent, who later led the start-up
(i.e., without the bad habits of employees from traditional airlines who of Clickair. When we got 10% of the market in Barcelona, we were well
were accustomed to work practices associated with companies with and truly on their radar screen.
almost monopolistic positions). Most new employees were from outside
the industry, and we recruited for attitude by concentrating on people “In 2008, we saw the slowdown of the economy, and we were in
with a customer service view. The CEO and COO interviewed every the midst of a price war with Clickair, so we had to stop our
single hire for the first few hundred employees until the culture was high-growth plans.”
created. In terms of pilots, up until 2003 the pilot had to be Spanish to
fly in Spain, but then it was opened to all Europeans and the company Give examples of dark moments or negative periods that your
hired from this larger pool. This also brought an international character company or you faced as part of your journey as an executive
to the company, and English became the work language.” with this company.
Briefly describe the financing of your company and how this Muñoz: “After its significant growth and the road to the IPO, the
financing impacted the growth of your company. company started to feel a strong pressure from competitors who began
to see Vueling as a threat. In the ramp up to the IPO, management was
Muñoz: “The first round of financing for the founding of the company busy with the road show and getting used to the capital markets. But
was 30 million euros from private investors and then a second round of at that very time competitors began to use bazookas against us. So
20 million euros from the same investors to accelerate growth. The management was caught between the demands of an IPO process and
project was so attractive that the founders were able to choose from very strong competitive moves. Clickair started going after the same
various potential investors. We ended with APAX as the financial investor routes as Vueling, and a price war ensued.”
that brought the financing knowledge. Then there was a local partner for
“The second dark moment was both depressing and a good learning 4. Allow for flexibility in implementation and growth plans. Do not plan
lesson. The moment was a very heavy snow storm in February 2005. assuming that all will go as expected (e.g., undoing the company’s
Section 7 – Executive Cases: Section 7 – Executive Cases: Vueling

It was impressive but also brought up the dark side of how Spain works. huge growth plans when we saw the economic crisis was a very
The snowfall was much larger than ever experienced before. The airport good decision).
needed snow removal machines, and there were only three at the airport 5. Concentrate on the quality of people and incentives. But employee
– two of which did not work, while one worked only partially because stock ownership plans (ESOPs) do not work in Southern Europe
of bad maintenance. For Vueling it was the biggest operational disaster. because people here do not appreciate it. Rather than seeing it as a
The problem was our inexperience. We had promised to our clients motivator, they interpreted it as a lottery and thought it was a yearly
that there would be no cancellations, and we had always fulfilled that thing. Management was not able to convince people that it was
promise. The day of the great storm, we discovered that trying to keep linked to company performance. And the people who chose not to
our promise was worse than cancelling would have been. We found participate eventually felt excluded.
that it would have been better to tell customers immediately that there 6. Find a mentor who has already succeeded in a start-up. He knows
was a cancellation instead of having them wait to leave and then telling what to do and the mistakes he made. In our case, the mentor was
them that the flight was cancelled. We cancelled 14 flights. Trying to an investor from a US airline.
stick to our promise beyond reasonableness ended up being worse for 7. Have a strong, creative brand and advertising.
VUELING VUELING
REVENUE NUMBER OF AIRPLANES

MILLIONS (€ M) END OF YEAR
€ 700 42
€ 600 36
€ 500 30
€ 400 24
€ 300 18
€ 200 12
€ 100 6
€0 0
2004 2005 2006 2007 2008 2009 2004 2005 2006 2007 2008 2009
our customers. It would have been better to have estimated early in the 8. Don’t underestimate competitors.
day what would be cancelled and just do it. We were very proud of our 9. Don’t overestimate enthusiasm, and don’t underestimate
operations and our reputation with the customer, and that proved to be experience.” 
fatal that day in fighting against the snow and the lack of airport readiness.”
VUELING
What are the key lessons about entrepreneurship and TIME-LINE / KEY EVENTS
successful
Incorporation First commercial Opens Initial public Reaches 25% market
after raising flight from Madrid base offering share in BCN airport
Muñoz: “These are30M
some of the lessons learned:
euros Barcelona to Ibiza
1. Having a good investor that demands professional work is key.
2. LATE
Look for investors
FEB that are strong (financial,
MAY JUL industrial DEC
and political) NOV DEC DEC DEC SUMMER JUL
2002 2004 2004 2004 2004 2005 2005 2006 2007 2009 2009
and can help you.
Founders once
3. Persevere create you
the have clear objectives
Vueling starts and a vision, despite the
Four planes EBITDAR 10 million Vueling and
business plan and selling tickets in operation break even passengers Clickair merge
ups and
seed thedowns.
company
WineInStyle | Japan
WINEINSTYLE WINEINSTYLE
ANNUAL SALES HEADCOUNT

MILLIONS (¥ M)
Overview :
¥ 600 24
WineInStyle was created in late 1998 to take advantage of Japan’s recovering

¥ 500 20
economy and growing market for imported wines. The firm was conceived as
a direct importer and distributor, eliminating layers of the traditional distribution
¥ 400 16
chain, and thus capturing margin. This additional captured margin allowed
¥ 300 12
WineInStyle to maintain the highest average gross margins in its industry, while
offering prices 10% to 20% below standard industry mark-ups. The company used
¥ 200 8
a unique strategy of direct sourcing through deep relational contacts in the

¥ 100 4
California wine industry to both ensure supply and disallow wines to competitors.
The company furthered operational excellence and the ability to maintain below
¥ 0
1999 2000 2001 2002 2003 2004 2005 2006 2007
0
1999 2000 2001 2002 2003 2004 2005 2006 2007
market pricing by using a unique supply chain system, dynamically programmed

to maintain the lowest inventory levels in the business.
WINEINSTYLE
Initial First VC Second Reorganizes Board division

licenses, round VC round management
first sales
NOV FEB SEP SEP JUN NOV MAY JUN JUL FEB MAY
1998 1999 1999 2000 2002 2002 2003 2003 2005 2007 2007
Incorporates Reorganizes Acquires Commences Third VC round 500M Acquired

US company as Japanese Finewine KK international sales Yen, company divisions by Terrada Soko
company Sales
Quotations from:
Robert Eberhart is founder and chief executive officer of WineInStyle. A fluent Japanese speaker and reader, he was formerly president of
Plantronics, Japan, a telephone headset company. His previous experience in the semiconductor industry included operations and quality
responsibilities at Applied Materials. Eberhart has a MA in economics from the University of Michigan. He is currently a SPRIE Research Fellow
in the Freeman Spogli Institute at Stanford University.
Richard Maher is chairman of WineInStyle. Richard is a 40-year wine industry veteran with rich domain experience and industry relationships.
He has served as president of multiple wine companies, including Heublin Fine Wine (1989-92), Christian Brothers (1986 -89) and Beringer
Vineyards (1975-83). Maher has a BA from Rensselaer Polytechnic Institute and a MBA from Stanford University. He is recognized as a “Pioneer
of the California Wine Industry.”
What was the source of the initial idea, and how did that idea of long-standing distribution contact terms that made it extremely
evolve into a viable high-growth business venture? How did it difficult to attack our prices.
change over time? “Point one allowed us to penetrate the market with a good value. Point
two was a key to defensive strategy – we could source wines that others
Section 7 – Executive Cases: WineInStyle

Eberhart: “The idea was the direct result of my responsibilities as the could not and we could take wines from competitor portfolios if needed.
head of a Japanese subsidiary of a US company, Plantronics. In the Point three was a demand-smoothing strategy, and point four ensured
period 1997-1999, I was aware of multiple reforms to Japanese comfort in the company and the trade. Point five constrained large
importation, wine licensing, and venture capital funding laws. The laws company competition and was the main key to our initial success.”
regarding who could obtain, and how they could obtain, retail and
wholesale liquor licenses were fundamentally eased. Moreover, the prior What were the major growth accelerators for your
system where liquor in Japan was distributed by a government monopoly company in its high-growth years?
was abolished. As an importer of electronics, I was also aware
of changes in the laws surrounding import and informal import Eberhart: “Two factors were critical in our acceleration years. First, the
restrictions that substantially eased in the wake of Japan’s financial crisis revival and boom in the Japanese economy that began about 2002.
of the 1990s. Finally, laws were promulgated allowing venture capital Personal consumption rose and the new consumers were younger and
firms to form as limited partnerships resulting in a bloom of new firms more likely to drink wine as opposed to more traditional drinks like sake
with start-up capital. Our fundamental idea was to take advantage of and shoutchu. Second, our independence from a traditional supply
these changes by direct importing of wine and direct sales to chain allowed us to price and market portfolios to meet customers’
customers. Also, the regulatory changes allowed us to own the entire needs, resulting in substantial sales deals with major customers such as
supply chain allowing us to optimize inventory and maintain the highest Costco and Seiyu (Wal-Mart Japan). In addition, the sales to these ‘big
margins in the business.” box’ customers facilitated our expansion to Taiwan, Korea and China.”
What was the initial growth vision or aspiration of the founding Maher:
team? Was there a sizeable change in this growth vision 1. “We benefited from the total wine market size in Japan increasing
or aspiration over time? If a change, please describe and the growing share of that market being held by California
wineries. There was a shift in Japanese beverage consumption
Eberhart: “The initial aspirations of the founding team were to grow the towards wine in the last 10 to 15 years that helped provide an
business through operational excellence and high margins to drive a opportunity for WineInStyle combined with the recognition that
decisive change to the distribution system in Japan. The strategic idea California wines were high quality. California wines, especially from
was to force a large company in a related business to acquire us. As the Napa and Sonoma, were increasingly seen as on a par with
early part of the 2000s progressed, the interests of our venture capital many of the French brands that previously dominated the
(VC) investors changed to a focus on IPO as the financial markets in high-price category.
Japan were particularly active then.” 2. Execution factors associated with the WineInStyle on the ground
team. Robert Eberhart, who led the team, spoke Japanese and
Describe the strategy or business model that enabled was more culturally aligned with the Japanese customers than many,
your company to achieve its high rate of growth. who attempt to do wine exporting into Japan. Using the expression
that ‘business luck occurs when preparation meets opportunity’,
Eberhart: “The company followed a five point strategic plan: I would say we were very prepared.
1. Promote operational efficiency to ensure high margins while always 3. We differentiated ourselves from the French wine importers. We
positioning WineInStyle as the low price supplier. were offering a fresh new product, presented very professionally to
2. Ensure the ability to grow and construct competitive barriers by restaurants and retailers, at a time when the Japanese consumer
having the best relationship-based sourcing strategy leveraging the was willing to be more experimental. The French in the wine industry
strength of our significant California wine industry connections. suffer at times from arrogance. We were the upstart that was trying
3. Pursue an international customer base to even out seasonality and harder than they were. But they did fight us tooth and nail.”
mitigate local economic problems.
4. Operate as a Japanese company to our customers and as a venture
funded firm to our investors.
5. Aggressive pricing, as major competitors were constrained because
Briefly describe the financing of your company and how this Maher:
financing impacted the growth of your company. 1. “Mega players existed in the Japanese market that had deep
resources – such as Kirin and the Seagram joint venture. These had
Eberhart: “The company was financed through the initial capital of deep relationships that we had to overcome.
the founders (US$ 500,000), followed by four subsequent rounds 2. We were the newcomer and there was scepticism about our ability
of increasing valuation venture capital financing from Japanese venture to consistently deliver. There is an expression, ‘Would you hire David
capital companies. Our first round was a US$ 1 million investment for if Goliath is looking for work?’ We were David!
20% of the firm in September of 2000, and this was followed with a 3. A challenge in the early days was convincing the Californian winery
planned injection of US$ 1 million about a year later, since we met suppliers that we could help them sell in Japan and that we would
sales and performance targets. The investors in both rounds were pay them on time. This was one of my roles. Over time we built up
well-established Japanese venture capital firms. The third round, three their confidence in WineInStyle, but it did not occur instantaneously.”
years later, added American and New Zealand-based venture firms.
Finally, the funders of the third round, combined with the investments Give examples of dark moments or negative periods that your
funds of our distribution partners, recapitalized the company in 2007 company or you faced as part of your journey as an executive
with half of the board resigning or having their interest purchased. with this company.
The new investor in this round largely purchased the founder’s interest.”
Eberhart: “There were three dark moments:
What were the major challenges your company had to handle in 1. After the second round, the sales team could not meet their
its high-growth years and how were they managed? objectives and our online management system for inventory and
sales fulfilment did not pass reliability tests. We began planning for
Eberhart: “We faced three major challenges: working capital shortages bankruptcy, as cash became impossibly constrained. Fortunately,
to fund increasing sales levels, cross-border management, and the in a critical month, extremely large and unexpected sales orders
strong competitive reaction. As the company gained market share, appeared that provided cash flow sufficient to save the firm.
inventory levels needed to increase. The company, founded as an inventory But it was a very dark period.
management play, required financing of increasing inventory levels. 2. We discovered that a group of shareholders and directors were
Unfortunately, as a VC funded, foreigner-managed company, normal seeking to bankrupt the firm to create a new firm that they would
Japanese bank loans were unavailable. The company turned to own, free of liabilities. This occurred as the firm was having its
factoring accounts receivable to fund operations, but this was based in strongest run up in sales and was an attempt, by the group, to
the US and created very difficult accounting and tax issues. Secondly, acquire the company without paying for it. We managed this with
the company was founded and financed as a fast-growing growth legal means.
company. However, growth brought in sales personnel from a less 3. My eight-year-old son drew a picture of his family for third grade.
dynamic wine sales background. The managerial problems were difficult. I was not part of the picture because of my long absences.”
Finally, competitors reacted strongly and with the knowledge that relief
in the courts were unlikely. Competitors paid our customers to get them
to stop business with us, unflattering news articles were published,
and even the price tags were removed from our wines in stores to
create confusion.”
What are the key lessons about entrepreneurship and successful 4. Ensure all your operating processes are functioning smoothly so
growth strategies you’ve taken from your company experience? that weaknesses don’t show. Unless everything in the company
is running well. For example, if I get an order and I know I can fulfil
Eberhart: “Going into business against the big boys in Japan and it, invoice accurately and do everything else, I’m not going to
Section 7 – Executive Cases: WineInStyle

growing a new venture, while daunting, is certainly possible to do. take on a large competitor because if things don’t work well, they
My takeaways from the success we had there were: are going to find out about it and they will spread the word about
1. Large traditional companies can lack flexibility. These companies that weakness throughout the market. The first time you are wrong
are usually tied up by their own methods. For example, they cannot everyone will know it. If you think you have problems in some area
compete with their own retail chain so they are really tied up by the of your operating systems, back away until you get them fixed.” 
pricing strategy and the way they operate.
2. If you are convinced that you have a product of value with sufficient Prepared by George Foster, 19 November 2010
margin, stop listening to everybody else because when you go and

take on a large competitor in this market, everybody from your
investors to your employers will tell you, ‘Don’t do that, it’s stupid’.
It’s important to have a good ‘I can!’ attitude and a realistic
WINEINSTYLE WINEINSTYLE
ANNUAL SALES HEADCOUNT

MILLIONS (¥ M)
¥ 600 24
¥ 500 20
¥ 400 16
¥ 300 12
¥ 200 8
¥ 100 4
¥ 0 0
1999 2000 2001 2002 2003 2004 2005 2006 2007 1999 2000 2001 2002 2003 2004 2005 2006 2007
assessment of your product. Then make a decision and go with it.

3. Know when to back away. Price competing with large competitors
is futile without funds. Big competitors know how to price compete,
and that’s going to be their main weapon of choice against you.
WINEINSTYLE
Back away if they are going to price compete because you are
going to lose. TIME-LINE / KEY EVENTS
Initial First VC Second Reorganizes Board division

licenses, round VC round management
first sales
NOV FEB SEP SEP JUN NOV MAY JUN JUL FEB MAY
1998 1999 1999 2000 2002 2002 2003 2003 2005 2007 2007
Incorporates Reorganizes Acquires Commences Third VC round 500M Acquired

US company as Japanese Finewine KK international sales Yen, company divisions by Terrada Soko
company Sales
Acknowledgements
This report is a joint effort by the World Economic Forum’s Centre

for Business Engagement, Stanford University, Stanford Graduate
School of Business, SPRIE and STVP, and Endeavor.
This publication reflects the ideas and contributions of many individuals

through workshops, interviews, conference calls, meetings and
document reviews. The project team for “Entrepreneurship and
Successful Growth Strategies” thanks everyone involved for sharing so
generously of their time, energy and insights.
The project team would also like to offer its special gratitude to the
members of the steering committee. Their support has been critical
to the successful development of this report.
Project Team Steering Committee Members
Lead Academic, Calvin Chin,

Professor George Foster, Chief Executive Officer, Qifang,
Stanford University, USA People’s Republic of China
(Technology Pioneer and Young Global Leader, World Economic Forum)
Professor Antonio Davila,
Acknowledgements
IESE, Spain Kevin Comolli,
Partner, Accel Partners,
Professor Martin Haemmig,
United Kingdom
CeTIM (Centre for Technology & Innovation Management),
Germany and Stanford University, USA Howard Cox,
Advisory Partner,
Professor Xiaobin He,
Greylock, USA
Huazhong University of Science and Technology,
People’s Republic of China Dan’l Lewin,
Corporate Vice-President for Strategic and Emerging Business,
Professor Ning Jia,
Microsoft Corporation, USA
Tsinghua University, People’s Republic of China
Bernard Liautaud,
From the World Economic Forum General Partner,
Balderton Capital, United Kingdom
Max von Bismarck,
Linda Rottenberg,
Director and Head of Investors Industries,
CEO and Co-founder,
World Economic Forum, USA
Endeavor, USA
Kerry Wellman, (Social Entrepreneur and
Senior Community Manager, Investors Industries, Young Global Leader Alumni, World Economic Forum)
World Economic Forum, USA
Jean-Bernard Schmidt,
Founding Managing Partner,
Sofinnova Partners, France
Project Administrator
Helmut Schühsler,
Diane Lee, Managing Partner,
Stanford University, USA TVM Capital, Germany
David Spreng,
Founder and Managing Partner,
From Endeavor
Crescendo Ventures, USA
Shaun Young, Niklas Zennström,

Senior Manager, Founder,
Endeavor, USA Atomico Ventures, United Kingdom
(Young Global Leader Alumni, World Economic Forum)
David Wachtel,
Senior Vice-President, Marketing, Communications and Research,
Endeavor, USA
We would like to extend a special thank you to Linda Bethel,

Marlene Miller and Nanci Moore for their administrative assistance
and to Paul Reist for library research assistance.

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What is the purpose of the report?

What is the purpose of the report?

What sections does the report contain?

What sections does the report contain?

Global Entrepreneurship

and the Successful Growth Strategies

A W O R LD ECONOMIC FORUM REPORT

Air Arabia is in the

profit margin, innovation, reputation and operational excellence.” It achieved

TIME-LINE / KEY EVENTS

Section 7 – Executive Cases: Air Arabia

Section 7 – Executive Cases: Air Arabia

AIR ARABIA AIR ARABIA

AED 2,500 1,000

AED 2,000 800

AED 1,500 600

AED 1,000 400

AED 500 200

Atlassian is a software company that makes software collaboration and

technology sectors. Co-founders Scott Farquhar and Mike Cannon-Brookes were

TIME-LINE / KEY EVENTS

Atlassian JIRA achieves 1,000 Announces Acquires Amsterdam Acquires

Section 7 – Executive Cases: Atlassian

Section 7 – Executive Cases: Atlassian

Prepared by George Foster and Sandy Plunkett, 15 November 2010

TIME-LINE / KEY EVENTS

Atlassian JIRA achieves 1,000 Announces Acquires Amsterdam Acquires

TIME-LINE / KEY EVENTS

Four founders Offers Positive Rolls out Rolls out Launches

Section 7 – Executive Cases: Atrapalo.com

Four founders Offers Positive Rolls out Rolls out Launches

Baidu, Inc. | China

Section 7 – Executive Cases: Baidu, Inc.

TIME-LINE / KEY EVENTS

Receives Launches Launches Google establishes Establishes Launches

Company Receives Launches Receives IPO on First globalization Establishes

Section 7 – Executive Cases: Baidu, Inc.

BAIDU, INC. BAIDU, INC.

Betfair | United Kingdom

Betfair was founded to apply free-market principles to sports betting by creating

eliminating the need for a traditional bookmaker. Betfair launched operations in

TIME-LINE / KEY EVENTS

Section 7 – Executive Cases: Betfair

Section 7 – Executive Cases: Betfair

also a good personal decision, but it was challenging at the time.”

Business Objects | France

Business Objects is a software company that was incorporated in France in 1990

Section 7 – Executive Cases: Business Objects

business intelligence analysis and reporting software. The company’s products

enhanced business-user access to Oracle’s complex relational database software.

TIME-LINE / KEY EVENTS

Section 7 – Executive Cases: Business Objects

BUSINESS OBJECTS BUSINESS OBJECTS

4. “Encourage a culture of passion: Adapt quickly to changing

lead their own teams.

Section 7 – Executive Cases: Check Point Software Technologies Ltd

financial management, as well as technical prowess. It is the winner of numerous

TIME-LINE / KEY EVENTS

Releases Firewall-1 Launches Launches Firewall-1 3.0 Wins RSA Acquires