Tag Archives: Gaming

How Do You Expand Business Development Efforts? Four Thoughts

Situation: The CEO of a software company needs to increase revenue to cover expenses. He doesn’t want to cut salaries because if employees leave it will be hard to find replacements with the required skills. The better solution is to increase revenue. How do you expand business development efforts?

Advice from the CEOs:

  • Look at the markets which are growing rapidly:
    • Gaming. This is currently a good investment area. Large casinos are spending heavily on high end projects, and people just keep gambling!
    • Medical imaging. Potential targets include:
      • Pharma and Biotech R&D and Marketing/Sales – the ability to show how a drug binds with the cell receptors and how this impacts the cell is interesting to both groups. Also look at Medical schools. This is where you find the top researchers and they love teaching and presentation aids.
    • Military markets, particularly simulation spaces and unmanned vehicles. They value realistic simulated environments. Also look at training programs that value visually intensive simulations including marine and naval applications, aircraft, and battlefield simulations.
  • Consider the company’s business focus and strategy. How can it move from a “next project” model to a recurring revenue model? Is it possible to write client agreements to include a piece of the recurring revenue stream from client products?
    • Look at what the company does and package this as a product/service vs.an hourly problem-solving model. Focus on where the market is going. For example, iPhone apps – cheap to the customer, so millions buy them People now interact differently using electronic media. This opens new options.
  • What is the company’s key focus – Product Leadership, Operational Excellence or Customer Intimacy? How is the company’s differentiating strength presented consistently to client audiences?
    • It is important to clearly define the company’s niche – what makes it truly different. The communication must be clearly understood both by the engineers, and the business development and marketing people.
  • Invest additional funds in business development – with payments highly weighted on success.

How Do You Enhance Your Customer Service Model? Four Thoughts

Situation: A company wants to up its game by focusing on service. They are evaluating different options to provide customized services to gain a sustainable differentiating advantage over their competition. How do you enhance your customer service model?

Advice from the CEOs:

  • In the gaming industry one CEO sees an effective model focusing on higher level customer service. The top games have allowed user customization using generic customization tools. This allows the provider of the tool kit to serve a larger number of users using a single tool kit to provide a wide variety of gaming options.
  • Another example from the gaming industry focuses on middleware developers. These developers create an interactive knowledge base for customer self-service. The knowledge base is monitored by the host company, and misleading or potentially harmful input is excluded. The benefit is that this enlists clients to provide their input on customer service as well as product development.
  • Another CEO sees this as a useful way to drive down customer service costs by providing more tools and fewer bodies to perform the customer service task. The model’s objective is for the customer not to need personalized service, but to be able to develop solutions on their own using a flexible took kit. The host company gains additional advantage because their user agreement allows them to take the best models used by clients to spark their own product development.
  • A fourth CEO sees lasting value in developing close relationships with customers. They have developed tools that allow the customer to solve simple customer service tasks but require company assistance for the more sophisticated solutions. The company, in exchange for this added expense, learns from the customer interactions.

Where Should You Focus – Eyeballs or Dollars? Six Thoughts

Situation: A company sells personalized content as well as a tool kit. The long-term plan is to monetize storage of personalized content. When they speak to venture capitalists, the VCs advise them to focus on just building their user base and not to worry about revenue.  What would you do? Where should you focus – eyeballs or dollars?

Advice from the CEOs:

  • Take advice from venture capitalists with a grain of salt. Remember that their game is to fund companies that they like incrementally, taking a greater share of ownership of the company with each increment in funding. The more you lack revenue, the more you’re dependent upon them.
  • Gain traction by offering free content with up-sell opportunities for premium access.
  • The give-away strategy is a great model to build your initial user audience. Consider micropayment options for special features, content storage, and so forth.
  • Going slow and steady may not be the right model for this space. Company growth for a web-based platform is different from the typical bootstrap model.
  • It’s hard to get good advice for viral marketing opportunities from CEOs who have bootstrapped their companies. Look for other input. Seek the advice of CEOs who have been successful in the viral online marketing space and learn as much as you can about their business models.
  • Gaming is another opportunity – premium or virtual world sales.