Professional Documents
Culture Documents
David J. Litwiller
Copyright © 2008 by David J. Litwiller.
All rights reserved. Except as permitted under the U.S. Copyright Act of 1976,
no part of this publication may be reproduced, distributed or transmitted in
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Strategic Partnerships 1
Small-Large Business Pairing 8
Minority Equity Ownership 9
Earn-Outs 11
Joint Ventures 13
Exit Provisions 15
Mergers and Acquisitions 18
Operational Success 21
Catalytic Technology Overlap 29
R&D Team Concerns 30
Early-Stage Acquisitions 31
Conflict Management 32
Market Targeting 39
Maxim 39
Segmentation 39
Market Assessment 41
Promoting Novel Technology 44
Pace of Technology Adoption 46
Improving Market Entry Decisions with Comparison Case Analysis 48
Growth Strategies 50
Attacking Established Markets 53
Adoption Thresholds 54
Trading-Off Among Development Time, Cost and Performance 55
Breaking Juggernauts 57
Expanding Share within Established Markets 59
Pursuing Emerging Applications 60
Addressing Fragmented Markets 61
v
Ecosystem Relationships 79
Recruiting Partners 79
Setting Interoperability Standards 80
Industry Associations 90
Growing Sales 91
Success Formula 91
Variation 93
First Customers 93
Learn Quickly 93
Staffing 94
Diagnosing Trouble 94
Scaling-Up 96
Indirect Channel Sales 97
Cross Selling 97
Performance Metrics 100
OEM Customers 100
Customer Funded Development 101
Good Practice 103
Other Comments 103
Restructuring 105
Turnarounds 109
Divesting 121
Decision to Dispose 122
Objectives 125
Process 126
Preparation 126
Sale Method 133
Creating Competitive Auction Bidding 136
Marketing and Appraisal 139
Audience 139
Collateral Documents 139
Due Diligence 142
Negotiating 143
Signing to Closing 143
Separation 144
Timeline 145
Communication 146
Challenges and Advice 147
Advisors 148
vi
Bibliography 151
vii
Introduction
ix
1
Strategic Partnerships
• Mutual respect
• Shared goals and vision
• Strong mutual commitment
• Joint pragmatism
• Vigorous ability to innovate
• Trust
• A single integrated team
• Fairly shared risk
that will be sustainable over the long-term. Joint dependence sets the
stage for the other elements of a successful partnership. Both
organizations need to feel that they have picked winner partners, and
mutually work to make each other and the combination successful.
At the same time, the strong mutual commitment at the core of any
successful, sustainable relationship must be cemented in ways so that
when things get tough, neither party can easily walk away. This
begins with unwavering support at the outset from senior management
at both firms. Commitment paves the way for measures such as
investing in each other, sharing development costs, and contractually
committing to supply and purchase terms. Prospective partners must
have comparable stakes in the success of the venture. Otherwise, a
more traditional superior-subordinate relationship will arise from the
different importance each party places on the relationship, which will
Strategic Partnerships 3
The skill is to figure out who are the most connected experts. They are
often not in the most prominent positions on a traditional organizational
chart. They are identified by asking a wide range of people which
colleagues they consult most frequently, who they turn to for help, and
who boost their energy levels. This is how to get a sense of how work
really gets done among a group, to help identify talent, and nurture the
most in-the-know employees. A single team of the brightest and best
among the two groups is then more easily built.
more easily when the basis for the alliance changes. Less involved
structures also provide an easier environment in which to bring in
multiple partners. Higher co-operation and interaction alliances
should be used as the scale of investment and cost of failure climb.
• Technology
• Products, including products under development
• Markets
• Sales, service and support
• Marketing
• Customers, especially customer satisfaction
• Operations, including production and sourcing
• Legal and regulatory circumstances
• Management
• Employees
• Culture
Strategic Partnerships 7
• Return on investment
• Earnings per share contribution
• Discounted cash flow: estimated future cash flows discounted back
to present value
• Residual (terminal) value
• Free cash flow: earnings plus non-cash charges, less the capital
investment needed to maintain the business
• Economic value added: a combination of net profit and rate of
return, in a single statistic; net operating profit after tax, minus the
weighted average cost of capital
1
The most common exception to a secondary role for near-term financial
circumstances is in acquisitions where the firm to be acquired is comparable in size
or larger than the acquirer. In such cases, the acquirer may not have the financial
resources to carry the target, should significant difficulties within the target business
arise post-transaction. If so, financial due diligence, particularly regarding margins,
cash flow and net income becomes a chief due diligence and decision matter.
8 Rapid Advance
There are special considerations for small firms. A common issue for
a small organization seeking strategic partnership is that the
prospective partner is much larger and better established. This
incongruity presents some interesting challenges. Regardless of size,
the bottom line remains that both see in each other the ability to access
strategically vital capabilities in a harmonious manner which is not
readily available elsewhere, and a mutual significant ongoing
contribution. But, timing is significant, particularly for the larger
partner.
2
“Choosing Equity Stakes in Technology Sourcing Relationships,” Kale and
Puranam, California Management Review, Spring 2004
10 Rapid Advance
• Alignment of interests
At the same time, the cost for one firm taking an equity stake in
another, especially a smaller firm, can be summarized as:
As the benefits of equity ownership grow, and the costs decline, the
degree of equity ownership of one partnering business in another
should increase.
Where the benefits and costs do not point to a clear conclusion about
equity participation, creative deal-structuring and post-transaction
business unit incentives are one way of reducing complexity.
However, an unclear cost-benefit assessment of equity participation is
more often a signal that the partnership with an equity stake may not
be a good bet.
Strategic Partnerships 11
Earn-Outs
A fixed fee mechanism gives the acquirer the latitude it needs to make
structural and management changes to achieve integration. Sometimes,
the acquired management cannot break themselves of the habits of
independence, and rebuff integration efforts. The difficulties may
even be partly due to overreaching commitments of the acquirer during
sale negotiations about post-transaction independence. However
integration friction arises, a flat retention incentive with a unilateral
pay-out option for the acquirer reduces the risk of acquiring inexorable
management liabilities that impair co-ordination. In particular, a flat
sum buy-out clause curtails the possibility of the acquirer being held
hostage by the target’s management about changes that ultimately
inhibit the ability to make the equity partnership work.
Earn-outs can be a good way to bridge a price gap between buyer and
seller, when they cannot arrive at a single figure. But life is simpler if
the transaction can be structured without a contingent payment. Every
avenue should be explored to reach a meeting of minds for valuation
and future incentives without an earn-out, before entering into one.
Nevertheless, under the right conditions of valuation gap, managerial
control, measurability and access to resources post-transaction, earn-
outs can play a role aligning incentives and valuation.
Joint Ventures
3. The cost of collaboration over the near term is relatively small, and
uncertainties or information transfer will be resolved over the
medium term.
In some ways, JV’s are even more complex than acquisitions. JV’s
can bring in issues that never need to be addressed in an outright
business purchase. In an acquisition, after the close there is a single
owner with full decision authority. JV’s in contrast generate ongoing
issues to be resolved among two or more parent companies regarding
operations, management and governance. JV’s are also complex to
negotiate and operate because in many ways they are an unnatural
business form: JV’s require sharing, and most business strategy is
about capturing.
Exit Provisions
Next among exit elements are separation entitlements for the partners,
covering the post-JV period:
Strategic Partnerships 17
• Timeline
The put option may also include a penalty clause for invoking the put
prior to the expiration date of the initial term of the JV.
First off, the core business of the acquirer has to be sound. If the
acquirer gets into trouble during integration, the internal crisis distracts
from making the acquisition work. Deals built on strength are far
more likely to succeed than ones not.
3
Value improvement measures for M&A transactions vary. Parameters that
contribute to variation of valuation include short-run or long-term stock
performance; accounting measures of profit or efficiency; bidder and target
valuation; market valuation, and others.
Strategic Partnerships 21
odds considerably. The 30%-50% success check is the acid test when
contemplating partnership: The decision about entering into the
arrangement needs to be based on the down-side scenario that it has
only a 30%-50% chance of creating net value. Is the potential
strategic benefit of the deal persuasive enough to go forward in the
face of such risk, knowing the up-front and opportunity cost?
The question of opportunity and risk pulls into focus the imperative for
strategic unions: They cannot just provide a framework for modest
growth or cost savings. They must enable sustained, dramatic,
compounding growth and strategic influence for both partners,
significantly above the level that would otherwise be achieved. This is
usually the only way that the potential payback can be justified against
significant risks. Moreover, addressable opportunities for superior
growth and industry influence in M&A are the wellspring of
stimulating activities and emotional resolve within staff to successfully
operational-ize M&A.
Operational Success
The 20% rule is demanding. Few companies have 20% of any key
function underutilized. This degree of collaboration commitment tests
management’s conviction to making the deal work, and finding
opportunities in the combination worthy of setting aside pre-
transaction plans.
As the level of liberate-able resources falls below 20%, the speed and
impact of a positive contribution diminishes. Delayed impact calls
into question the merit of the deal. Slow roll-out decreases the
likelihood of success, because change left until later is much harder to
initiate than change at the outset of the combination. People
acclimatise to an expectation of little rewiring that is usually
unrealistic. Furthermore, the risk of delayed impact is compounded by
increased chance of unfavourable shifts in the competitive landscape
as the collaboration timeline extends. The 20% rule, and the implied
urgency and magnitude of integration, is one of many measures to help
assess M&A, and implement successfully.
The challenges in M&A mean that not only must one observe the
previously discussed considerations for strategic partnerships. There
are a number of elements especially important in M&A:
Strategic Partnerships 23
• Value Levers Know and agree upon the value drivers in the merger
or acquisition. Rank them, and focus resources on the priorities.
Don’t get bogged down in low value activities.
• Early Win Create at least one early win from the acquisition.
Examples of early wins include hitting a near-term revenue target,
strategic account win, or margin increase. Best of all is achieving a
business objective that neither business would have achieved alone.
An early win provides a clear signal to all stakeholders of the merit
of the acquisition. It also quells residual elements of discord down
the organizations that inevitably exists. An early win begins a
virtuous cycle supporting the merger or acquisition, as people
increasingly believe in the merit of the transaction.
In the case where the target company bet one way on an issue, and
the acquirer another, management must handle matters carefully.
Not-Invented-Here syndrome is alive and well in technology
companies. The acquirer must make it part of the company’s
culture to assume that the acquired firm may have superior
approaches.
4
“Shopping for R&D,” Mary Kwak, MIT Sloan Management Review, Winter 2002
30 Rapid Advance
Early-Stage Acquisitions
5
“High Tech Start Up,” John Nesheim, The Free Press, NY, 2000
32 Rapid Advance
Conflict Management
Some rivalry in a joint effort is desirable and healthy, where the strain:
Even with common criteria for decisions in place and combined effort
to find solutions, some disagreements need to be escalated to more
senior management. When escalation happens, there should be joint
advance up the management chains in both partnering organizations.
34 Rapid Advance
Bibliography
Strategic Partnerships
“The Best Place to Work Now” Morris, Fortune, Jan. 31, 2006
“How to Take the Reins at Top Speed” McGregor, BusinessWeek, Feb. 5,
2007
Market Targeting
Ecosystem Relationships
Growing Sales
Restructuring
Turnarounds
Divesting
http://www.amazon.com/Rapid-Advance-Acquisitions-Partnerships-
Restructurings/dp/1439200874/ref=sr_1_1?ie=UTF8&s=books&qid=1
290538186&sr=1-1