Questions for Spotfire:
# Should they keep product development in Sweden while the major market was going to be in the US?

Spotfire developed visualization technology:
* It enabled statisticians and data analysts to visualize their data in an intuitive format
* Data mine to extract chemical compounds

Clients among:
* Consumers
* Packaged goods
* Manufacturing
* Banking
* Telecom

The broad approach enable quick learning but made it difficult to add value in a vertical segment (see [[vertical product-marketing strategy]])
Spotfire selected chemistry and biology
Sales trip to the us resulted in \$100K sales in two months
Then they brought in professional management

Product strategy:
* Spotfire Pro
* Spotfire plugins for specific datasets:

Competition:
* Not readily available: meaning that there where no budgets for visualisation
* Later: Oxford molecular (but let Spotfire develop plugin)
* Netgenics (integrated incompatible databases in a single format)

Market size:
* Chemistry
** 25000 seats, TAM would be about 75000
* Pharmaceutical and biotechnology
** 
Pricing:
* Based on department budgets, first rounds for \$30K.

Challenge for SW companies:
* Setting up effective communication between marketing and R&D
bag
mbi_public
created
Sun, 18 Sep 2011 13:29:00 GMT
creator
dirkjan
modified
Sun, 18 Sep 2011 13:29:00 GMT
modifier
dirkjan
tags
Case
creator
dirkjan