Professional Documents
Culture Documents
Group 3
RELEVANT FACTS
Documentum a startup providing document
management software (Unstructured Data)
Xerox has 80% equity stake in exchange for
technology, office space and $ 4 mn commitment
First opportunity came from Boeing for its
aircraft training manual project through its
partner Frame Technology (which provided
publishing s/w to Boeing)
Syntex, a pharmaceutical vendor became its
second customer to reduce NDA time
Oracle already a market leader by following
horizontal strategy in IT
PROBLEM DEFINITION
How to take the technology product to mainstream
market
Financial projections showing lack of profitability at
its current rate of customer acquisition
Firm lacking direction as to how to enter the
marketplace (horizontal strategy / vertical strategy)
ALTERNATIVES (1)
Positives
Leverage available resources more effectively
High focus on a particular segment
Less risky and cost-effective
Negatives
Lack of clarity on which vertical application to target
Competitors may exploit the unexplored markets
Lack of support from VCs
ALTERNATIVES (2)
Economic
Buyer
Compelling reason to buy
Whole product