StartUp Strategy Formation

Define New Products and Segments

Situation: Netcell Corporation, a Storage Processor Company, did not want to wait for the next silicon device and wanted to enter a new market segment with their existing product so they could increase revenue generation sooner than later.

Problem: They only had a single reference design using a PCI card or HBA architecture. They wanted to find a new segment, and one which would be addressable with minor modifications to their existing product. They had limited resources to apply to the new product.

Solution: We conducted segmentation analysis and found some products with embedded storage processors and defined the new market segment as the video editing DAS solution market. We met with the CTO and other Engineering Mangers, explained the product requirements and was able to determine, how such a DAS box could be designed using the existing product.

Benefit: Netcell now has two product lines and sells to DAS box makers, as well as, the traditional PCI card/HBA makers.