It's always fascinating to hear about companies that are redefining the rules and changing the game, however here's a short review of how a technology-based company with breakthrough solutions, put it all together.
Intilop, a specialist in Network Acceleration and Network Security products made a strategic decision to target the Aerospace and Defense & Military Markets.
Intilop focuses on Ultra-Low latency and Hyper Performance Complex Networking Protocol Accelerators, with emphasis on full TCP, UDP, ARP and IGMP & other Mega IP Cores, Sub Systems and Solutions.
It was clear that the timing was right to introduce this technology to Defense Contractors and other Industry players that could utilize this high-performance technology in the development and deployment of their complex networking systems.
This technology has been applied to a range of customer projects (cross-Industry lines) including:
-more than 60 high-speed trading firms co-located with NASDAQ, NYSE and other world stock exchanges, delivering a million FIX and other financial transactions per second
-image transfer applications in Semiconductor Inspection Equipment handling large multi-gigabyte image files needing to be transferred in real-time
-image transfer applications in TeleMedicine Server Systems where large multi-megabyte image files need to be transferred live and in real-time
-ground stations supporting Satellite systems distributing data and images live to an active, complex network.
The company had traction with notable Defense Contractors like Northrop Grumman, IBM, L-3, Telspan and others, which are validated the Strategic direction.
The Spade Work
Core research was conducted to identify key segments and application areas that were a “best fit” opportunity for the company's technology base.
This also had to be calibrated to fit the company's expertise and raw organizational, financial and resource capabilities.
Being an early-stage company, it could not sustain long selling cycles (18-24 months) or enter a Market area that provided serious barriers of entry or strong competitive influences.
Not an easy challenge.
Given the nature of the technology, the target area of focus revolved around Network Communications for large volumes of data, complex data sets, bottlenecks, etc. that translated to the C4ISR, Digital Battlefield, Network-Centric Warfare, Theater Management, Urban Warfare and Satellite Communications (imaging and data dissemination) target segments.
These areas were expressed in “applications” terms, which described how the company technology fit into the referenced application space.
The Selected Program Mix
The Phase One Market Program consists of:
A Direct-Response B2B program – focused on key contacts within the TOP 60 Defense Contractors (cross-division), System Integrators, selected Program Offices / Agencies and 3rd Party Influencers. This includes Industry TOP Guns (Business Development Specialists) that will aid efforts to penetrate Agency targets.
A Sales / Distribution Network – to increase “feet on the street” – a recruiting and development program put in-place to develop a 3rd Party Network. This is comprised of seasoned Reps and System Integration Partners (worldwide) that will bring the technology solutions to key accounts.
Full Media / Publications Coverage – leveraging the Top Industry Media sources that cater to the target market segments with updates on Product News, contributory articles (technical / application in-scope) and participation in webinars and other events to demonstrate the value of this technology.
One of the highlights of the Phase One Program – is the focus on the F-35 JSF (Joint Strike Fighter Program) that legitimizes the technology use. This effort was collaborated with L-3 Communications.
Early-stage, although the Company is looking to build key Industry relationships and a rich opportunity base.
Although the company is not a “household brand name,” the visibility with the TOP 60 Defense Contractors and selected Agencies put them on the map.
Keep in mind that we count a multi-divisional, Defense Contractor, as one Target Account.
That translates to cross-divisional penetration and in some cases, 30+ contacts / relationships per account.
A key objective is to establish the company, as the first name that Defense Contractors / Integrators mention (name recognition), when asked to define the primary supplier for this class of network technology.