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April 1, 2004 Don Spalinger Southampton Photonics, Inc. Secrets of Success for Entry into U.S. Markets.

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Presentation on theme: "April 1, 2004 Don Spalinger Southampton Photonics, Inc. Secrets of Success for Entry into U.S. Markets."— Presentation transcript:

1 April 1, 2004 Don Spalinger Southampton Photonics, Inc. Secrets of Success for Entry into U.S. Markets

2 April 1, 2004 International Business - Constantly Battling Geography Time

3 April 1, 2004 SPI Conception UK Center of Excellence to Multi-National Business Optoelectronic Research Center (ORC) –Located in Southampton, England –World renown technology development –Unfocused –Very limited success at commercialization Commercialize fiber based technology Early 2000 – Focused on fiber optic telecom market –Growing very rapidly –US dominated Developed a business plan

4 April 1, 2004 SPI Creation Create a Company Incorporated in the United States –Southampton Photonics, Inc., a Delaware corporation –U.S. laws vary by state Raised $55 Million in Venture Capital –Primarily Silicon Valley Venture capitalists –Strategic UK investor Hired Key Executives in US –Marketing & sales –Finance & accounting –Application engineering Hired Aggressive & Experience Engineers in UK –Productization –Initial manufacturing

5 April 1, 2004 SPI Goes to Market Focused on Largest & Most Influential U.S. Customers –Developed relationships with new system development –Design-in of SPI components “Placed Bets” on Very Limited Number of Small Innovative Companies –Help SPI develop our technology –No significant revenues resulted –Provided later contacts and credibility

6 April 1, 2004 SPI Rises after Market Crash Fiber Optic Telecom Market Crashed SPI Reassessed It Technology Base Repositioned Company –High power fiber laser company –Industrial, aerospace, and military focused Secured Large Development Contract –DARPA (US Government) –Leverage on US corporate base OEM Contracts –Spectra Physics – announced –Other in the works Development Contracts –Expand technology base –Build credibility

7 April 1, 2004 Secrets of Success - People Unique work personality –Independence –Teamwork International experience

8 April 1, 2004 Secrets of Success – Time and Geography Management Time Shifts –Early mornings –Late nights Working in Multiple Locations –Conference calls – must be effective –Get together frequently –Voice mail and – different uses

9 April 1, 2004 Secrets of Success – Key Strategic Issues Go-to-Market Model –Transaction driven –Relationship driven Distribution Strategy –Distributors – leverage others contacts –Direct – access to decision makers Differentiation

10 April 1, 2004 Secrets of Success – U.S. Base of Operations Silicon Valley –Highest concentration of tech firms –Highest concentration of experience executives –Highest concentration of venture capitalists –International environment Elsewhere in United States-Particular Market Focus –New York – financial industry –Detroit – autos –Washington DC – Government –Houston – oil

11 April 1, 2004 Don Spalinger


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