Entrepreneurship Jun Li July 28, 2010 Peking University.

Entrepreneurship

Jun Li

July 28, 2010Peking University

2

What is Entrepreneurship?

• en·tre·pre·neur ( n tr -pr -nûr , -n r ) n.

• A person who organizes, operates, and assumes the risk for a business venture

• entrepreneurial

• adj 1: of or relating to an entrepreneur; "entrepreneurial risks" 2: willing to take risks in order to make a profit

Japan

Excellent Design Inc.

Altius Solutions Inc.

Simplex Solutions

eTop Technologies

09/00

Cadence Design Systems

09/97

06/02

08/04

01/99

02/91

09/03

18 years “Entrepreneurship” experience

Anova Solutions Inc.05/05

NASDAQ IPO 05/01

4

Excellent Design - 1991-1999, Yokohama

• Software engineer for Hitachi : Design Automation

• Started a semiconductor design house in Japan

• Raised $2 Million from large trading companies

• First team in Japan semiconductor industry using industry standard automation software design LSI chips for companies : SONY, SHARP,TOSHIBA, NEC, EPSON etc.

• Design automation solutions adopted by fabless design houses in silicon valley, europe and taiwan regions. Lead the industry trend : Customer Own Tool (COT)

• Acquired by Cadence Design Systems in 1997

5

Lessons Learned

• Being Engineer is more than just understand the theory

• Core technology, team is fundamental to the success of a company

• Need to find the right business opportunity- get feedback, focus your plan and efforts on a tangible market.

• Sometimes you have to challenge traditional thinking and develop new business rules

6

Altius Solutions 1999-2001, silicon valley

• Began as world class System On Chip implementation team

• Raised $2M in angel funding, established business within 2 weeks. Made $8M in 12 month.

• Grew to 30 people, customers included SONY, SUN, IBM, TOSHIBA etc.

• Merged with Simplex, went IPO at NASDAQ in 2001

ALTIUS Solutions, Inc.SoC Design solutions, Leading by Design

October 8, 2000October 8, 2000

8

Lessons Learned

• Time to Market, Time to Volume creates values for customer hence for business

• Leading edge technology create the business

potential, attract customers and make high profit margin

• Need to be able to adapt quickly, even completely change courses if necessary

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ETOP Technology 2003 - 2004

• Replacement of a industry de facto 500M market

• Leverage team experience and low operational cost model

• Grow business by lower the price barrel while keeping the 80% features

• Acquired by Cadence systems 20M USD

10

ETOP Design Technology Inc. – Confidential and Proprietary 10

Next Generation Solution*

• Hierarchical Verification Task– Superior Performance (1-CPU)

– High Capacity and Accuracy

– Efficient memory utilization

– Parallel computing capability

• Design to Mask Flow Solution– Ease of adoption (Calibre Rules)

– Selective or abstracted operations

– Links to physical design flow*

– Links to manufacturing flow*

LayoutViewer

H-Geometry Operations

DRCLVS

Hierarchical Data Base

NE

Physical Design

Design Closure

OPC, PSM and Masks

Silicon Closure

*With 3rd party EDA tools


Next Generation Solution*

• Hierarchical Verification Task– Superior Performance (1-CPU)

– High Capacity and Accuracy

– Efficient memory utilization

– Parallel computing capability

• Design to Mask Flow Solution– Ease of adoption (Calibre Rules)

– Selective or abstracted operations

– Links to physical design flow*

– Links to manufacturing flow*

LayoutViewer


DRCLVS


NE

Physical Design

Design Closure

OPC, PSM and Masks

Silicon Closure

*With 3rd party EDA tools


Masco Product Status

• DRC V2.0 comparable* to Calibre– 10X faster than Hercules and Assura– Equivalent memory and accuracy– 100% rule compatible (setup in 30 min)

• LVS is in pre production phase

Calibre Rules

Netlist

GDSII

Translator

ETOP Rules

DRC

LVS

Layout Viewer

Hierarchy Viewer

H-GeomModel

OpenAccess

*Potential to be more competitive


Masco Product Status

• DRC V2.0 comparable* to Calibre– 10X faster than Hercules and Assura– Equivalent memory and accuracy– 100% rule compatible (setup in 30 min)

• LVS is in pre production phase

Calibre Rules

Netlist

GDSII

Translator

ETOP Rules

DRC

LVS

Layout Viewer

Hierarchy Viewer

H-GeomModel

OpenAccess

*Potential to be more competitive


Business Strategy

• Leverage relationships with key Japan IDMs • Prove performance and ease-of-adoption• Support customer to use in production

• Erode Calibre site license with lower pricing• Deliver links to layout and manufacturing• Erode Calibre usage with Block abstractions

• Reduce OPC usage with selective operations• Deliver network based distributed capability• Grow site license value with scalable solution

2006: Growth

2005: Expansion

Penetrate major IDMs

Establish Advantage

Reference Accounts

2004: Penetration

Increase IDM Presence

EDA Relationships

Penetrate Fabless IC

Expand IDM Presence

Extend on Fabless IC

EDA Channel Partner


Business Strategy

• Leverage relationships with key Japan IDMs • Prove performance and ease-of-adoption• Support customer to use in production

• Erode Calibre site license with lower pricing• Deliver links to layout and manufacturing• Erode Calibre usage with Block abstractions

• Reduce OPC usage with selective operations• Deliver network based distributed capability• Grow site license value with scalable solution

2006: Growth

2005: Expansion

Penetrate major IDMs

Establish Advantage

Reference Accounts

2004: Penetration

Increase IDM Presence

EDA Relationships

Penetrate Fabless IC

Expand IDM Presence

Extend on Fabless IC

EDA Channel Partner


Product Strategy2005

Layout flow integration (ECO)

Block-based design support

OPC links (selective operation)

Network Distributed (Beta)

*With EDA Partner

LayoutViewer

Fast LVS

Layout Links*

OAAPIOPC Links*

NE

Parallel Comp. Distributed


Fast DRC


Incremental (Abstraction)

2X speed-up on DRC and LVS

Basic link via Open Access

Parallel computing capability

Incremental capability (Beta)

2004

LayoutViewer


DRC(Production)

LVS(Production)


2X Speed Up (both)

Parallel Computing

OAAPI

Incremental(Beta)

NE


Product Strategy2005

Layout flow integration (ECO)

Block-based design support

OPC links (selective operation)

Network Distributed (Beta)

*With EDA Partner

LayoutViewer

Fast LVS

Layout Links*

OAAPIOPC Links*

NE

Parallel Comp. Distributed


Fast DRC


Incremental (Abstraction)

2X speed-up on DRC and LVS

Basic link via Open Access

Parallel computing capability

Incremental capability (Beta)

2004

LayoutViewer


DRC(Production)

LVS(Production)


2X Speed Up (both)

Parallel Computing

OAAPI

Incremental(Beta)

NE

11

Lessons Learned

• Even with prior experience and infrastructure, managing a business is different each time, depending on market conditions

• Business environment is critical to the success of a company, especially a startup

• Operational execution is critical for a startup, and creates a dynamic working environment

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Anova Solutions : 2005 -

• Aiming the nanometer region design challenges : Design For Manufacturability

• Extendable business model by partner with large semiconductor company

• Technology patent established before company setup

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Starting Your Own Company

• Personal Commitment

• Compelling Idea

– Well Thought Out Plans, Market Feedback

– True Business Need

• Core Team

• Raise Smart Money, People Who Can Help You

• Execute, Execute, and then Execute

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Important Factors in Running a Startup

• Set up your corporate structure and a professional organization from the start

• Be flexible with your strategy, get feedback, and constantly work to understand the market

• Establish and communicate clear goals for yourself, your management, and the company

• Know your exit strategy and options

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The Macro Environment

• More investments starting to take place by venture community

• New business model- “What is your India or China strategy”

• Bar is much higher today

• Software can still be a challenging industry

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What the VC’s Are Looking For Today

• World class team with expertise in a particular area

• Business that fills a demonstrable need and a distinguishable strategy

• Solid customers that can generate predictable revenue

• Competitive advantage over others, technology with barriers to entry

• Large potential market opportunity

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Can You Do It?

• It is not just the idea- it is attitude, persistence, execution

• Experience counts- corporate processes, management skills, domain expertise

• Being an entrepreneur takes commitment, hard work, and creativity. It is not easy, but it is one of the most rewarding things in life you can do.

Entrepreneurship Jun Li July 28, 2010 Peking University.

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Transcript of Entrepreneurship Jun Li July 28, 2010 Peking University.