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SalesProcessOverview
PatricErlandssonVPSales&Marketing
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AGENDAINTRODUCTION
BUYING AND SELLING
SALES AND PRODUCT LIFECYCLE
SIVERS IMA SALES PROCESS AND ALIGNMENT
SALES OBJECTS AND CASE EXAMPLES
SUMMARY AND CONCLUSION
PRICE LIST
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TheBuyingCycleandtheSalesApproach
Awarenessofneed
Assessmentofalternatives
AlleviationofRiskDecision
Achievementofresult
Qualify
Understandcustomersproblem/challenge
Describevalueproposition
“Anofferyoucannotresist”
Deliveronourcommitmentsand
makecustomerhappy
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TheSalesFunnel
PotentialCustomerA
PotentialCustomerB
PotentialCustomerC
PotentialCustomerX
…
QualifiedCustomers
Opportunities$$$$
Leads$$
DEAL$
Prospects$$$
Delivery$
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Sivers IMASalesProcess
ConfidentialunderNDA 5
Suspect
Prospect
Lead
DEAL
Delivery
Potentialandqualifiedcustomersoropportunitiesonthemarket.
Anidentifiedbusinessopportunitythatiswelldefinedintermsofrequirementspecification,demand,marketwindow/timingandpotentialmodification tothestandardproduct
Anidentifiedbusinessopportunitybelievedtobeworthinvesting inwith anestimated potential.
We have won thebusiness!
ResellersandPartnersThedialogwithresellersandpartnersshouldbetransparentandenableSiversIMAtomappotentialkeycustomersIntothisframework
Keyactivitycheckboxes
Metwiththecustomer
Performedtechnicalworkshop
DemoperformedTechnicalEvaluationdonebycustomerandfeedbackreceivedEstimatedforecastdone
“Defaultprobability”
10-30%
30-50%
50-75%
100%
NDAinplace
Notyetqualifiedcustomersbutaddressabletomarketingandbusinessdevelopmentactivities
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Salesandtheproductlifecycle• Candidateinroadmap• Plannedinroadmap• Launch
– Centralcommunication• PressreleaseandProductBrief• “Createawarenessandpreparethemarket”• Selectedandqualifiedcustomers
• Release– Engineeringsamples
• Widerengagementwithlocalleadcustomers• Localmarketingandcommunication
– Generalavailability/massproduction• “Full”marketpenetrationlocally.
ConfidentialunderNDA 6
DrivenfromSivers.Supportedbylocalpartner
DrivenfromlocalpartnerSupportedbySivers
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AligningExpectations
Whichcustomerstoworkwithproactively?Businesspotential?Potentialneedfor“externalresources”?
Whatdowejointlycommitto?- Timing?- Prices?- VolumesandLeadtimes?Updatedbusinesspotential
• Marketpotentialandbusinessgrowthalignment• Alignexpectationsandcapabilitieswhenweoffernon-standardproducts• Whenthereisaneedtodeviatefromstandardpricelist
Keyactivitycheckboxes
Metwiththecustomer
Performedtechnicalworkshop
DemoperformedTechnicalEvaluationdonebycustomerandfeedbackreceivedEstimatedforecastdone
NDAinplace
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Pre-study NRE(incl MoQ) Industrialisation
Volumedeliveryand
Support
Samples/Evaluation Fieldtrials
“Offtheshelf”
“Customization”
SalesObjectsOverview
SupportServices
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CaseexamplesRadarfrontend/sensor“15minuteworkshop/discussion”
• Customerinagriculture– Needasolutiontooptimizecuttingoflettuce– Limitedexperienceinradarandelectronicsdesign
• Howcouldyougeneraterevenue?• Howwouldyouapproachit?“Milestones”?• Whatarethekeychallengestoovercome?• Whatsupportwouldyouneed/expect?
ConfidentialunderNDA 9
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SalesObjects• ProductSales(“OfftheShelf”)
– Productsforevaluationandtest.– Limitedvolumesforfieldtrials– Volumecontractsovertime
• ProfessionalServicesSales(“Customization”)– Pre-studies– NRE(incl.MoQ)– Industrialization
• SupportServicesSales– Ifthereisaneedforsupportbeyondthe2hours
thatareincludedintheevaluationkits.
Makeiteasyforthecustomertodecidebybreakingdownpurchasedecisionsdowntomanageablechoices
Pre-study
NRE
Industrialization
MinimumOrderQuantity
Volumedelivery
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WiGig clarification• AgreementwithIntegratedDeviceTechnology(IDT)as
resellerinthebundledofferingofRFICandBBIC(fullWiGignode)– Focusontelecom/datacom Tier1customers– IDTresellerswillofferbundledoffertothemarket
• AgreementwithRFModulepartnerthatwillsellfullRFModulesincludingantennas.
• DecisionhowtomanageRFICsalesto“non-IDT”customerswhenproductisinmassproductionstatus
• Opportunityforresellerstoexplorepotentialmarketinindustrialapplications– E.g Intracompanydatacom networks– Applicablewheninmassproduction(plannedQ22018)
ConfidentialunderNDA 11
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UpdatedPricelist• UpdatedstructureforConverters
– Buy1:pay1,500USD,buy2:pay1,000USD/pcs• IntroducedRFIC’s(V-bandPtP andWiGig)includingEVKs.
– RFICRationale• 1-19pcs:“Engineeringsamples”/evaluation• 2-100pcs:“Pre-series”• Involume:MoQ of1,000pcs
• Radar– Introduced5GHzfrontendwithsimilarpricingasexisting10and24GHz– Substantiallylowerpricesforexisting10and24GHzinlowvolumes– Introducednew10GHzfrontendandnew24GHzradarsensorreference
design• Competitivepricing
– Referencedesignwillleadtovolumeproductswithtargetcostof100-130USD/pcs
• VCOs– 30%pricereductionforsmallvolumes.
ConfidentialunderNDA 12
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Summary• Longsalescycles• Salesandproductavailability
– PreGA:DrivenbySivers,supportedbypartner
– PostGA:DrivenbyPartner,supportedbySivers
• Salestrainingiskey• Transparencyandalignment• Salesobjectstomakepurchase
decisionseasier• Updatedpricelist
ConfidentialunderNDA 13