SalesProcessOverview

PatricErlandssonVPSales&Marketing

AGENDAINTRODUCTION

BUYING AND SELLING

SALES AND PRODUCT LIFECYCLE

SIVERS IMA SALES PROCESS AND ALIGNMENT

SALES OBJECTS AND CASE EXAMPLES

SUMMARY AND CONCLUSION

PRICE LIST

TheBuyingCycleandtheSalesApproach

Awarenessofneed

Assessmentofalternatives

AlleviationofRiskDecision

Achievementofresult

Qualify

Understandcustomersproblem/challenge

Describevalueproposition

“Anofferyoucannotresist”

Deliveronourcommitmentsand

makecustomerhappy

TheSalesFunnel

PotentialCustomerA

PotentialCustomerB

PotentialCustomerC

PotentialCustomerX

…

QualifiedCustomers

Opportunities$$$$

Leads$$

DEAL$

Prospects$$$

Delivery$

Sivers IMASalesProcess

ConfidentialunderNDA 5

Suspect

Prospect

Lead

DEAL

Delivery

Potentialandqualifiedcustomersoropportunitiesonthemarket.

Anidentifiedbusinessopportunitythatiswelldefinedintermsofrequirementspecification,demand,marketwindow/timingandpotentialmodification tothestandardproduct

Anidentifiedbusinessopportunitybelievedtobeworthinvesting inwith anestimated potential.

We have won thebusiness!

ResellersandPartnersThedialogwithresellersandpartnersshouldbetransparentandenableSiversIMAtomappotentialkeycustomersIntothisframework

Keyactivitycheckboxes

Metwiththecustomer

Performedtechnicalworkshop

DemoperformedTechnicalEvaluationdonebycustomerandfeedbackreceivedEstimatedforecastdone

“Defaultprobability”

10-30%

30-50%

50-75%

100%

NDAinplace

Notyetqualifiedcustomersbutaddressabletomarketingandbusinessdevelopmentactivities

Salesandtheproductlifecycle• Candidateinroadmap• Plannedinroadmap• Launch

– Centralcommunication• PressreleaseandProductBrief• “Createawarenessandpreparethemarket”• Selectedandqualifiedcustomers

• Release– Engineeringsamples

• Widerengagementwithlocalleadcustomers• Localmarketingandcommunication

– Generalavailability/massproduction• “Full”marketpenetrationlocally.

ConfidentialunderNDA 6

DrivenfromSivers.Supportedbylocalpartner

DrivenfromlocalpartnerSupportedbySivers

AligningExpectations

Whichcustomerstoworkwithproactively?Businesspotential?Potentialneedfor“externalresources”?

Whatdowejointlycommitto?- Timing?- Prices?- VolumesandLeadtimes?Updatedbusinesspotential

• Marketpotentialandbusinessgrowthalignment• Alignexpectationsandcapabilitieswhenweoffernon-standardproducts• Whenthereisaneedtodeviatefromstandardpricelist

Keyactivitycheckboxes

Metwiththecustomer

Performedtechnicalworkshop

DemoperformedTechnicalEvaluationdonebycustomerandfeedbackreceivedEstimatedforecastdone

NDAinplace

Pre-study NRE(incl MoQ) Industrialisation

Volumedeliveryand

Support

Samples/Evaluation Fieldtrials

“Offtheshelf”

“Customization”

SalesObjectsOverview

SupportServices

CaseexamplesRadarfrontend/sensor“15minuteworkshop/discussion”

• Customerinagriculture– Needasolutiontooptimizecuttingoflettuce– Limitedexperienceinradarandelectronicsdesign

• Howcouldyougeneraterevenue?• Howwouldyouapproachit?“Milestones”?• Whatarethekeychallengestoovercome?• Whatsupportwouldyouneed/expect?

ConfidentialunderNDA 9

SalesObjects• ProductSales(“OfftheShelf”)

– Productsforevaluationandtest.– Limitedvolumesforfieldtrials– Volumecontractsovertime

• ProfessionalServicesSales(“Customization”)– Pre-studies– NRE(incl.MoQ)– Industrialization

• SupportServicesSales– Ifthereisaneedforsupportbeyondthe2hours

thatareincludedintheevaluationkits.

Makeiteasyforthecustomertodecidebybreakingdownpurchasedecisionsdowntomanageablechoices

Pre-study

NRE

Industrialization

MinimumOrderQuantity

Volumedelivery

WiGig clarification• AgreementwithIntegratedDeviceTechnology(IDT)as

resellerinthebundledofferingofRFICandBBIC(fullWiGignode)– Focusontelecom/datacom Tier1customers– IDTresellerswillofferbundledoffertothemarket

• AgreementwithRFModulepartnerthatwillsellfullRFModulesincludingantennas.

• DecisionhowtomanageRFICsalesto“non-IDT”customerswhenproductisinmassproductionstatus

• Opportunityforresellerstoexplorepotentialmarketinindustrialapplications– E.g Intracompanydatacom networks– Applicablewheninmassproduction(plannedQ22018)

ConfidentialunderNDA 11

UpdatedPricelist• UpdatedstructureforConverters

– Buy1:pay1,500USD,buy2:pay1,000USD/pcs• IntroducedRFIC’s(V-bandPtP andWiGig)includingEVKs.

– RFICRationale• 1-19pcs:“Engineeringsamples”/evaluation• 2-100pcs:“Pre-series”• Involume:MoQ of1,000pcs

• Radar– Introduced5GHzfrontendwithsimilarpricingasexisting10and24GHz– Substantiallylowerpricesforexisting10and24GHzinlowvolumes– Introducednew10GHzfrontendandnew24GHzradarsensorreference

design• Competitivepricing

– Referencedesignwillleadtovolumeproductswithtargetcostof100-130USD/pcs

• VCOs– 30%pricereductionforsmallvolumes.

ConfidentialunderNDA 12

Summary• Longsalescycles• Salesandproductavailability

– PreGA:DrivenbySivers,supportedbypartner

– PostGA:DrivenbyPartner,supportedbySivers

• Salestrainingiskey• Transparencyandalignment• Salesobjectstomakepurchase

decisionseasier• Updatedpricelist

ConfidentialunderNDA 13