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What do Aruba Wireless Networks, Intuit and Vertical Networks have in common? All compete with companies significantly larger in size to them. Aruba Wireless Networks competes with Cisco and Nortel in the WiFi equipment market, Vertical Networks competes with Avaya, Cisco and Nortel in the next generation IPPBX market and Intuit has stood up against the likes of Microsoft and H&R block for years
Come and join leading executives from these technology companies to learn the insights on how to compete effectively with larger competitors. Learn key strategies to adopt when you are a startup and how to evolve your competitive strategy as your company gains customers and garners market share.
The session, moderated by Patrina Mack of Vision & Execution, will discuss several key topics including:
- How do you build brand awareness or otherwise get customer visibility without the deep pockets of a Goliath?
- How do you convince customers to buy your product versus one from a larger corporation or a established name brand?
- What can your company do to change the terms of competition to your advantage?
- How do you handle common objections from the customer base?
- How do you compete against "competition's freeware"?
- What do you do to make sure your investors understand your business so that they see you through the difficult times?
- What is the best-case and worst-case scenarios of partnering/competing with Goliaths?
- What strategies are doomed to failure?
- Can the Divide and Conquer strategy work? If so how?
- When is it time to consider being acquired by your Goliath, and why would you?
- Litigation: How do you avoid or tackle a lawsuit? When do you know it's time to initiate one?
- How does your recruiting change when you're competing against a Goliath?
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