Posts Tagged 'Strategic Marketing'

Learnings On The Job…Taking Home A Career

This is my 100th post, hurrah!!! Please feel free to rate the post and leave comments, if the posts interest you :).

Looking back at the 21/2 years that I spent in the strategic marketing role, I tried to think of what I took away from the experience and here are some thoughts…

1. Joining a “startup” group within a large company is not same as joining a “startup” – Remember, it is still a large company. (Note: Subsidiaries and some “startup” groups might be exceptions, but, hardly!). A startup within or outside a large organization is always hard work, there is always reputation to prove and establish with customers inside or outside. The thing to know is, in return for the security of the large group and the subsequent de-risking, the upside is never yours to share (which is fair, by the way). Having said that, the chaos, the adrenaline rush of making things work is definitely there for those who love that.

2. Always evaluate what you are learning vs where you want to go – Map your short and mid-term career path. These should be available in your organization and there should be a reasonable process in place to get there. If not, you are at the wrong place, to begin with. This was such a glaring fact in my case, with the market not being in India. For more details read my previous post here.

3. Look at the size and location of the market that the group will address as an opportunity – the favorable order should be starting with a local, large market going down to a remote, small market. Unless you want to eventually convert the remote location into your local residence. In which case, it might be ok to make that sacrifice of night-outs and family time.

4. Stay focussed, learn a “few” things well – Focussing and learning to do a “few” things very well can be much more fruitful than attempting to learn many things at the same time. You can experiment a bit and figure out a couple of things that interest you, but after a few of months it is always better to focus. More so in our group’s case, where the temptation to get into too many things was always there. Truth being told, it is always easier to sell depth vs diversity whether you are looking for a new job or talking to the VC about a startup. (Aside: If you have both to some extent, great! But, I’m referring to a choice, if you have to make one. Also, some will not know what they like most upfront, which is ok. Knowing that you are diversifying for the sake of finding what to focus is a “good” focus in itself. But, most importantly, be honest to yourself.)

These are just a few generic ones that I can think of, right now. I shall keep posting more thoughts as they come along. As they say, sometimes a contrast serves the purpose of a “light” better than the visibility the most powerful light can render.

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Shifting Gears From Semiconductors to Education

I recently made a career shift from Semiconductors to Education and I’ve been asked why I made such a radical shift in Industry. For those who want a quick answer – I wanted to do something related to India and something that would be meaningful to me in some way. (Now, I’m not saying that semiconductors do not make an impact, they are at the heart of the digital revolution we are seeing today and will continue to remain so, for some time to come). For those with a patient ear, please read on, I promise not to dissapoint you.

I’ve been working in a strategic marketing role in the semiconductor Industry, located out of India. My short bio – I’ve a bachelors in Electronics Engineering and worked as a Systems Engineer for a couple of years before pursuing an MBA from ISB, Hyderabad. The strategic marketing role was my first job out of MBA school (You can read more about me here). Now, come to think of it, it is a weird place to locate a strategic marketing group for the semiconductor industry. For those who are new to this party – semiconductor market in India is very small in comparison to many other sunshine sectors like healthcare, media, education, financial services and so on…as well as, in comparison to other larger semiconductor markets worldwide – China, US, Europe, Taiwan, Japan and Korea (and the order has a reason to it…go figure!)

There are some parts of the semiconductor ecosystem that are very robust in India, thanks to the outsourcing wave. Those include design (both captive units and services organizations), applications and even R&D (to some extent) but there are large chunks missing – which include the customers, manufacturers and in turn, strong distribution networks and sales and marketing organizations. Those working in the design, R&D and applications in the semiconductor industry aspiring to move on to marketing roles in the same industry post an MBA in India, I have dissapointing news for you. Those roles are very few and lack the growth opportunities that you would dream of, when you go to an MBA school. I get quite a few calls every month from people working in this industry wanting to make the vertical shift and I never cease to get amazed by the sheer kind of talent that this industry attracts in India. So, if you are in one of these categories or an aspirant, consider yourself warned and feel free to reach out to me for more industry dope & specific options…

So, is there a chance we might be catching a market at its nascent stage of development? After all, you can look at the glass as half-empty or half-full, right? This is a question one of the aspirants asked me, while I was explaining my above analysis to him. Here’s my answer. Well, semiconductors is a mature B2B market. For it to grow in India, the customers – the electronic design and manufacturers – should be a large industry, which has not happened so far. And, with the overcapacity in electronics and semiconductor manufacturing in other APAC regions, the likelihood of a large electronics design & manufacturing base out of India seems bleak. (This is not to say that Indians are not innovative or brilliant at electronics design. In my own previous job as well as in the startup circule, I’ve seen quite a few brilliant designers and I also come across brilliant product ideas on a regular basis from students and professionals alike). But, there is a vicious cycle in action here, unless someone manufactures their creativity and makes a big success of it, the ecosystem will not kick in and unless the ecosystem kicks in, the “big success” will always be yet to come (and I’m not even talking about Govt. sops here). Of course, there are always cheap manufacturing houses available in China, but how many people have access to it at their tinkering and bootstrap stages? That brings me back to my point about the need for “tinkering shops” and more so, in electronics business for innovation and ecosystem growth in India.

Over the past few months, I had to make up my mind to continue in my cushy job (knowing that it had nothing to do with India and was not meaningful enough for me)  or take some risk and do something directly relevant to the Indian market. I’ve been interested in the education sector for sometime and finally, I’ve decided to take the plunge . I’m joining a startup, Ariem Technologies, based in Bangalore as their Director for Marketing and Business Development. It is a new journey for me and I’m really excited about this role. You can expect to hear more about my interest in the education sector (some of it you can read here), my learnings on my previous job (thanks KK for asking this question) the company, role and their solution in the next few weeks…


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