Courtesy EcoScapes (http://www.ecoscapes.net)

Last year was my first time attending DVCon. So, that was the first time I got to witness the infamous EDA Troublemakers Panel. Last year Peggy Aycinena channeled her inner John Cooley with a provocative panel discussion entitled “EDA: Dead or Alive”. Of course, the EDA world looked very bleak back then, just months after the financial meltdown, Cadence financial woes, EDA layoffs left and right, VC funds shutting down … a forest fire of bad news sweeping the industry.

But just as the wildflowers bloom after the wildfire, optimism is returning to the EDA industry. (Gosh, that sounds really corny, huh). So it’s not too surprising that two EDA veterans will be at DVCon this year heralding EDA’s return. Fellow EDA blogger Paul McLellan and EDA Hall-of-Famer Jim Hogan have become the Captain and Tennille of EDA. They spoke at ICCAD on the future of chip design. And now they are giving another talk during DVCon entitled “So you want to start up an EDA company? Here’s how…”.

I don’t know what these guys are going to say, but if I were them, here are a few things that I’d point out that make for some optimism for starting up an EDA company now:

• There are lots of good EDA people looking for work, so this is a good time to partner with them or to get them on board for a lower salary than you’d have to pay otherwise.
• Small companies are able to use technology to their benefit to lower their cost of development. Development hardware is cheap and even rent-able through cloud computing providers. Open source software tools abound. The biggest cost will be your time.
• The cost of sales is dropping due to new technology. WebEx. GoToMeeting. Skype. Xuropa. These tools and others enable you to reach out to customers globally while never leaving your office.
• Then again, who needs an office? Working from home has never been easier.
• And who cares where you are located? It’s easy enough to collaborate with your virtual team globally. (Xuropa has people in the Bay Area, the LA Area, and France).
  
• The lack of VC money can also be a good thing. You retain ownership and control of the company and don’t have a “timetable” to “cash out”.
• The lack of VC funding also forces you to think about getting cash flow positive as quickly as possible. Rather than wasting time and money designing the perfect product, you’re forced to start selling it early which leads to better feedback and a better product.

The idea that the downturn is an opportunity is not new. In fact, Sean Murphy has been spearheading the whole concept of bootstrapping for some time now. Check out his site for some great advice. Also, Dharmesh Shah, founder of Hubspot, writes a great blog on this subject as well.

I’m still not sure if I’ll make it to DVCon this year, but if I do, I will definitely attend this session. If not, I’m sure someone from Xuropa will be there. Just like my EDA SaaS and Cloud Computing Roundtable last year, it’s not part of the regular program. It will be held Tuesday evening Feb 23rd from 6:30 – 7:30 in the Oak Ballroom at the Doubletree Hotel (where DVCon is going on). This will be right after the DVCon reception, so grab a beer or a glass of wine and head on over.

I hope to see you there.

Posted under Xuropa, business, industry, marketing

Scott Hamilton

With the 2010 Winter Olympics approaching, there has been some talk recently about those sports that Americans talk about once every 4 years. One of them is figure skating.

Now, I’m not much of a figure skating fan myself, but my mother-in-law is. And all this talk reminded me of the time we took her to an ice skating show at the LA Forum. It was not just any old show … it was Scott Hamilton’s return to figure skating after a fight with testicular cancer. Scott was as close to a superstar as there was in men’s figure skating, having invented the back-flip and won the Gold medal in the 1984 Olympics. So seeing him back on the ice was a feel good story.

The show featured a lot of other well known figure skaters, including Dorothy Hamill and Katerina Witt, but the climax was towards the end when Scott Hamilton took the ice. Cheers went through the crowd as he performed move after move, if not flawlessly, at least without major error. Then came the moment of truth. Scott would now perform his famous back-flip.

The lights dimmed. A lone spotlight. A drum roll. Scott Hamilton took a deep breath, began his run, turned backwards, took off ……. and fell

Obviously, it was disappointing. This show was being recorded and going to be shown a week later on Network TV, so unfortunately it would not be as great a moment as we’d anticipated.

When the show ended we started to gather our things when an announcement came over the PA that went something like this: “we’d like to do some extra takes of certain parts of the show. If you would like to stay, please come over to the west side of the forum and fill in the seats over there.”

What happened next I should have anticipated, but for some reason I was naive. The show producers proceeded to repeat parts of the performance where skaters had fallen or stumbled.  And of course, that included Scott Hamilton’s back-flip. Time after time the lights dimmed, the spotlight fell, and Scott skated and tried his back-flip. Finally, I think it was after 4 or 5 tries, Scott Hamilton nailed it and a roar went through the crowd.

I made a point of watching the performance when it aired on TV a week or so later. And sure enough, nobody fell or even slipped up. And of course, Scott Hamilton successfully executed his back-flip on his first try, to the cheers of a huge crowd.

Having been in the EDA business for many years, I know that a lot of EDA tool demos are a lot like Scott Hamilton’s return performance. If features don’t quite work, the demo avoids those features. Or if the feature is critical, then that is the one that gets fixed while other not-so-critical features may be left broken. It’s part of the smoke and mirrors that is the least well kept secret of EDA tool demos. The customer knows that the EDA company is avoiding the holes in its product.

But what if you don’t have big holes in your product? What if your tool really can nail that back-flip on the first pass? What if your tool really is a “game changer”? Won’t they believe you if you show them? After all, seeing is believing!

Unfortunately, customers have become so cynical and jaded about EDA tools and EDA salespeople that they hardly ever believe what they see anymore. I know. I’m also one of those customers. Read ESNUG or any one of the many EDA forums and you’ll know that I’m right.

But what if they could try the tool out themselves? No strings attached. That’s what we are trying to do with the Xuropa labs. To give your jaded, non-trusting, cynical customer a chance to try your fabulous tools himself.

“Seeing is believing” is no longer good enough. “Doing is believing” is the new reality.

If you’d like to see what a Xuropa Online Lab is like, you can try it out here. We’ve got some tools loaded and you can play with them as long as you like. No strings attached.

Oh, and to be fair to Scott Hamilton, here’s a video of him nailing that same back-flip just a few weeks ago. In this case, seeing is believing.

Posted under Xuropa, business, industry, marketing

When I was in 11th grade, my Social Studies teacher, Mr. Lewis, took us on a field trip from Brooklyn to Lower Manhattan. That was the first time I ate “real” Chinese food and it was also my first time in a “real” bookstore, The Strand.

Back then, circa 1980, it was very common for people to go browsing in used bookstores, and I caught the bug real bad. Not only was it an affordable way for a kid to buy books, but there was also something exciting and addicting about the serendipity of the process, not the least of which was the intoxicating fragrance of those weathered and worn volumes.  It was like a treasure hunt.

I never went in looking for any one book in particular, but I always walked out with half a dozen or more books on totally different subjects. In fact, if you were to look at my bookshelf today, over 80% of the books were purchased as “previously owned”. That’s one of the great things about books … even when they are used, they still retain 100% of their value!

One of the books I’ve picked up over the years is “John Dewey on Education”, which is a compendium of excerpts of his various writings. For those of you who are unfamiliar, John Dewey was perhaps the most influential educational reformer of the late 19th and early 20th century, best known for his writings on the role of experience in education. In fact, several excerpts in this book are from Dewey’s other book, “Experience and Education“.

In this book, Dewey proposes 2 important ideas. First, that real learning only comes by connecting ideas with experience. Second, that every learning experience influences future learning experiences. For example, consider a child that touches a hot stove. Through that experience, he first learns that stoves are hot and not to be touched. A valuable lesson, indeed. Second, this experience teaches him to be cautious about touching objects he has not touched before. In that sense, it actually dampens his enthusiasm and curiosity for future experimentation, which can be harmful to future learning experiences. Not so good. As can be easily reasoned, the best learning happens through experiences that teach and also encourage future learning.

__________

Last week I came across a blog post by Jim Lipman entitled “So this is where Engineers get their Information“. It seems that Jim attended a seminar by eg3.com on how designers search on the internet. One portion of the blog post caught my attention:

In the “What do Designers Want” category, ‘hands-on’ items such as demos, software and evaluation kits rank very highly. On the flip side, vendor articles and webinars ranked moderately low and podcasts very low in response to a “What Information do you seek” question (the webinar response probably due to the same perception that I have that many are sales or marketing tools).

In other words, designers want to be educated through actual experience with the tools, not by listening to webinars or presentations or even podcasts. If you have spent any time around a teenager, you know that this tendency towards interactive experiences will only increase. No longer will designers be satisfied being passive receivers of information. Rather they will prefer, no, demand to be active participants.

Second, their experience accessing these forms of online learning will have an effect on their future learning habits. If they have to log in through several screens and enter personal information just to get access to a Webinar, fagetaboutit! They won’t come back. But if the process is simple and easy and the experience is smooth, they will come back.

That’s what we are trying to create at Xuropa. An environment where designers can learn by experience, by using your tools hands on and where they will come back again. We’re trying to make the process painless, just a simple password login and there they are using your tools in seconds. It’s not just another form of WebEx or VNC or any other screen sharing program as some have suggested, but a way for the designers to drive the tools themselves and learn first hand.

We’re just getting rolling and we’ve got a lot to learn by the experience as well. The process, although smooth, can still be improved. And we are working hard to get more valuable tools in place for designers to try out. If you are a designer reading this, go ahead and try out one of our labs and let us know what you liked and how we can improve. We really want to make this painless and rewarding for you. If you are in the EDA world, consider putting your tool in the hands of a customer and providing a learning experience whereby they fall in love with your tool.

It’s all about the Experience.

Posted under Xuropa, industry, marketing

The internet used to thought of as “cyberspace”.  Being online simply meant being an anonymous consumer of information.  But that was then!  The internet of today is identity-centric and social.  Internet users create blogs, upload their information to social networking sites, share ideas and contents, and they do it from their computers, iPhones, cellphones, etc.  This is what I refer to as “worldwide web” moving to “social web”.

There is a generational element to this as well: Web 2.0 (i.e. social web) is still hard to fathom for some baby boomers, but at the same time, there are larger and larger groups of baby boomers starting to post photos, opinions, etc. on the Facebook, for example.  They’re beginning to see how social the internet can be.

People in (or using) Web 2.0 have already internalized what doesn’t yet seem as a business practice by others.  Unfortunately maturing industries like EDA and semiconductor look at Web 2.0 as “social”, and hence constantly raise the question “why do we want to socialize with our customers” or “why would our customers socialize amongst themselves?” — They take the word “social” quite literally.

It’s not necessarily common business wisdom to bring customer experience into aggregators (such as Digg, Yelp, Ning, Xuropa, evenFacebook, etc.).  With these aggregators, even though things happen far away from a company’s destination site, it’s the engine of social discovery that generates astronomically more awareness than the destination site would ever create, and yes, it also generates huge volumes of traffic to the company’s destination site.

A simple example: Netflix opened up their database through an API last October.  Through this API other companies (e.g. aggregators) can access titles, ratings, queues, etc. information from Netflix. By “socializing” the Netflix experience, Netflix now gets 20+M film ratings every single day.  Does it really doesn’t matter where (which website) these titles are rated?!  It all benefits Netflix.

It’s time for EDA and semiconductor companies to see how they can benefit from Business 2.0.  EDA and semiconductor technology is the most advanced ones and those industries solve the most difficult challenges on the technical side.  Yet, they have totally missed the boat on what other industries have already accepted as common business wisdom.  They need to “socialize” their user-experience, create awareness, and turn that into revenue.

Posted under Xuropa, business, career, industry, marketing

I had lunch with a friend of mine last week - one of the best recruiters I know.  Obviously due to not many companies hiring, as effective as she is, she is not having an easy time getting paid for her services these days.  She was however bragging about a company that she’s still working with.  When I asked her how that company is doing, she responded saying “well, they had a great CES.”

I hear that all the time.  ”We had a great CES” … “We had a great DAC” … “We had a great SEMI” ….. And I always wonder what that really means.  To me it’s very comic because in none of these phrases the word “great” is defined, so no one is really wrong about the statement and it totally depends on their perspective and more importantly their (sometimes low) standards.

At the same time, I have heard a few VP’s of sales quoted saying “there are two types of leads: my contacts, and useless ones!”  I actually found that statement more ludicrous than the “we had a great CES” statement [No wonder sales guys get such a bad rap!].  This statement is merely an attempt by some sales VP’s to explain why they can’t start sales engagements with people they don’t already have a relationship with.  All a good sales guy needs to start an engagement is a phone number and phone.  Nevertheless, the industry is full of sales guys who constantly sell themselves based on their rolodex - and unfortunately the industry is also full of VC’s who buy that [stuff].

What everyone seems to miss is something that I have been using in my consulting practice.  There is a difference between “leads” and “touches”.  Most people who visit your stand at the trade shows are “touches”.  ”Leads” are those who 1) have understood your value proposition, and 2) would (at some point) fall in your target segment.  In consumer marketing, the difference between the two is rather small: value propositions are easier to understand, and based on demographics it’s relatively simple to know when and how to approach the lead.  In high tech marketing, the difference between the two is so large that it could cause startups to fail or larger companies to totally miss the market.

Unfortunately most marketing executives measure the success of a trade show by the number of “touches”.  Touches cannot be counted on as whether a target audience is grasping your value proposition and more importantly how it all translates into sales activity.  For the most part, the more gimmicky your stand is the more touches you’ll have.  Touches just represents how many people came to the stand (for whatever reason).  It could even include a lot of your competitors.

The real challenge is knowing shortly after a trade show who the leads were.  This requires knowing every touch’s profile, behavior, and experience.  If you knew someone who came to your stand was in the market for similar products, you’d immediately know that he or she is a lead.  This information is however not readily available till months after traditional trade shows.  So I personally believe the value of traditional trade shows gets diluted as more and more people (high quantity) attend them and as it becomes more and more difficult to know about the attendees (less quality).

What comes into picture is new technology.  With online communities and their trade shows, the profile, background, experience, (purchase) behavior of visitors is readily available.  These modern (online) trade shows also enable a wider reach, a 24/7 approach, and lower cost.  A good example of these online community and trade shows is Xuropa.  Xuropa has created a community of the individuals and companies in the electronic design ecosystem.  It also hosts many trade show style stands, suites, and labs for companies to offer a view into their technology - but the real difference is that companies can easily see who the visitors are and quickly qualify the right ones from a touch to a leads.

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“We had a great Xuropa” - people around the industry will soon be saying!

Posted under Xuropa, business, career, industry, marketing

I can very well understand why Microsoft is not jumping on the SaaS bandwagon, but can’t figure out why some other applications don’t.  My only explanation is: They just don’t get it.

Yes - Microsoft has been struggling to deal with SaaS and cloud computing.  Google has been pushing cloud computing, and a whole bunch of companies are now providing their software in a SaaS model.  You can even run TurboTax (Intuit) on a “cloud”.  Microsoft’s struggle happens to be because they would end up alienating their own franchise on Windows and Office.  They’re seeing the trends and have had some offerings through SaaS, but it’s a complex situation for them.  That - I get!

Someone suggested to me that I should be using stamps.com for its convenience.  So I went ahead and signed up on their website, put in my profile, my credit card number, etc.  I was then taken to a window to download their application.  That was the last thing I wanted to do, but since it does offer certain conveniences, I bit the bullet and moved forward.  The next thing I noticed was that an .exe file was being downloaded on my computer.  That’s normally not a problem, but I happen to do most of my business on a Macintosh, and an .exe wouldn’t do anything for me!  I looked all over the website for a Mac OS version of the application but didn’t find one.  To cut the story short, I ended up canceling my account shortly after.  I’m not going to go into how/why I was being charged automatically for months for my membership - that’s a whole different story - though it does go to shed some light on their concept about “user-experience”.

I couldn’t figure out why a platform such as stamps.com which does have a large user-base would not go the SaaS route.  From the software development standpoint, a SaaS implementation would have almost the the same “backend” and perhaps even a slightly simpler “frontend”.  From a business and market reach standpoint, a SaaS implementation would give them far greater access to users, and provides them with a better user-experience.  The only explanation that I could think of was:  Stamps.com just didn’t know they could do it this way!!!

I have seen this situation in multiple examples and it all leads to not-knowing-better (”ignorance” is a stronger word than I would want to use).  Software development teams that are comfortable with desktop applications continue to recommend it to their users.   After all, if the only tool you have is a hammer, every problem in the world looks like a nail.

Posted under Xuropa, business, industry, marketing

There have been many ground-breaking ideas in business that have taken a long time, and a great deal of resistance before they eventually prevailed.  It’s really hard to predict them or know early on which idea would end up as the one standing last.

Posted under Xuropa, business, industry, marketing

One of the advantages of the software-as-a-service SaaS (or even a more broad Web 2.0) business model is that the starting costs could be relatively low and even with a few (good) engineers it’s possible to reach a revenue-generation point in a short amount of time.  However, what do you do so you are able to profitably grow after you hit the first-revenue point?

Posted under Xuropa, business, career, industry

With today’s release we officially bring the Xuropa Platform out of beta.

First of all, a huge “Thank you!” to everyone that has contributed over the past several months as we put some very important pieces in place before this release.

We have been very lucky to have an enthusiastic, knowledgeable and extremely helpful group of supporters that have provided feedback, bug reports and all manner of input on everything from color schemes to security - sincerely, thank you.  Please keep it coming!

Within the Xuropa Platform you will find one of the most complete integrations of professional networking and collaboration tools on the web - and it’s all targeted specifically at the electronic design industry!

We will be describing the features and functions of the Xuropa Platform in other posts, but at the highest level, here are some of the things you can do to help your career, your project and the industry as a whole.

Promote yourself with the most detailed technical professional profiles on the web.

Keep informed using your customized news channels and the growing company and product directories.

Learn new products as they become available in Xuropa’s Online Labs.

Build your industry specific professional network to keep focused on what you need in your career.

Contribute to the industry by submitting product reviews and ratings.

Promote your products by registering them for free in the product directory.

We’re implementing features and functions that bring together engineers, information and products to make you more effective in what you do.

Welcome!

Posted under News