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1 ©2014 TCX Inc
Successful Entrepreneurship
for Microsystems
Rakesh Kumar, Ph.D., Life Fellow IEEE
October 21, 2014
858.945.3758
Teaching assistant – Sneha Venkatesh Yelimeli (“Sneha VY”) [email protected]
Course presented at UCSD CSE 190, Fall Quarter 2014
Day 4-1
2 ©2014 TCX Inc
The “Productization / Commercialization” Lifecycle …Basic Research to High Volume Production
Basic Applied Research Research
Project “down-selection”
Lab
Demo
Funding Market
Customer Biz Plan
…
Model Prototype
“System”/ Produce-able
Prototype Production
1 Basic Principle 2 Concept 4 5 7 9
Technology Release Levels, Ref. nasa.gov
Ang
el
VC
IPO
, M&
A
FF
F
Methodologies
3 ©2014 TCX Inc
Methodologies
Lab
Demo
Funding Market
Customer Biz Plan
…
Model Prototype
“System”/ Produce-able
Prototype Production
1 2 4 5 7 9
Technology Release Levels, Ref. nasa.gov
Ang
el
VC
IPO
, M&
A
FF
F
IDEA
The “Productization / Commercialization” Lifecycle …Idea to High Volume Production
Biz Plan
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NASA Technology Readiness Levels
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IC Design
Global Planning
Production
Lifecycle of a “Microsystem” development – the 4 phases
Prototyping
Series A
Series B
30 – 50% of TT$
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IC Design
Global Planning
IC Production
Lifecycle of a Fabless IC development – activity highlites
“System” Architecture / Design / Simulation / Verification
Reference Boards
Customer Evaluation “Proof of Concept”
Customer Samples
Reference Design
FPGA Implementation
Customer Evaluation Design Acceptance
IC Prototyping
High Level Design
Floor Planning
Chip Design
RTL NL
Physical Des
NL GDSII F A T
Prod. Ramp
IC Qualification
Hi volume Debug
Analog IP Design
Series A
Series B
30 – 50% of TT$
7 ©2014 TCX Inc
Create product that solves a real Customer Problem…
A “must-have” for the customer …a Differentiated solution
A systematic approach to planning and execution
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Entrepreneurial Checklist
Execution
Planning
Idea
Customer
“Must-have”
Cre
dib
ilit
y
Product Definition
Specs
Differentiation
Team Biz Plan Funding
Rev
. A s
ucc
ess
Pat
ent
/ Pu
blis
h
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What’s Needed for a “must-have”, differentiated solution
An Idea A Customer Problem
Customers…Marketing/Sales to reach them Your Solution
No one else can offer
Revenue potential Cost that offers Profit potential
An Operations Plan
Funds
…
A “Business Plan” or “Business Model Canvas”
10 ©2014 TCX Inc
A Biz Plan Document (usually ~20 pages)
An Overview Presentation (usually ~10 slides)
An “Elevator Pitch”
Key Requirements for Business Plan & Funding
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Executive Summary Objectives Mission Key to Success
Company Summary Startup Summary Management Team Technical Team Company Locations and Facilities
Market Analysis Industry Overview Market Size Market Opportunities Competitions
Product Summary Product Description Sourcing and Technologies Product Development Schedules Competitive Analysis Product Advantages Product Roadmaps
Marketing and Sales Strategy Targeted Markets Customers Strategic Alliances Advertising and Promotion Selling Tactics
Manufacturing and Operations Plan Wafer Sourcing Backend Manufacturing Plan
Organization and Personnel Plan Organization Personnel Plan
Financial Plan
Business Plan – a typical Outline
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The New Focus
CAN it be Built ?
SHOULD it be Built ?
13 ©2014 TCX Inc
The New Focus
Ref: https://www.youtube.com/watch?v=EOhzUMseaHs
14 ©2014 TCX Inc
Please review the following video:
https://www.youtube.com/watch?v=EOhzUMseaHs
What are the top 3 learnings from Ash Maurya’s Introductory video?
Why do you consider these important
…a 1-page summary.
HW 4 – Vetting Product Ideas Due on Thursday, October 23rd
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http://practicetrumpstheory.com/business-model/
Business Model Canvas
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http://strategyzer.com
Business Model Canvas
