Aviinaash Sankaranarayanan (sankaraa@usi.ch)
Kanishk Sugand (sugandk@usi.ch)
Sangamesh Koradhanyamath (koradhas@usi.ch)
Universita della Svizzera Italiana, Advanced Learning and Research Centre (ALaRI), 2013
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PRIVATE AND CONFIDENTIAL
ReCon Solutions Ltd
Address: 4/101, Mantri Residency, Bannerghatta Road, Bangalore 560095, India
Contact: Mr.Aviinaash Sankaranarayanan, CEO and Founder
Phone: +91-804355266
ReCon Solutions Ltd
Address: 4/101, Mantri Residency, Bannerghatta Road, Bangalore 560095, India
Contact: Mr.Kanishk Sugand, CFO and Founder
Phone: +91-9870292481
ReCon Solutions Ltd
Address: 4/101, Mantri Residency, Bannerghatta Road, Bangalore 560095, India
Contact: Mr.Sangamesh Koradhanyamath, CTO and Founder
Phone: +91-9870292485
Email: info@ReCon.com
sales@ReCon.com
Currency convention used : Indian Rupee – INR ( ` )
Conversion as on 5th January 2013 :
` 1,000 = USD 18.40
` 1,000 = CHF 16.89
` 1,000 = GBP 11.32
` 1,000 = Euro 13.96
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PRIVATE AND CONFIDENTIAL
CONFIDENTIALITY AGREEMENT
This agreement is to acknowledge that the information provided by ReCon Solutions in this business
plan is unique to this business and confidential; therefore, anyone reading this plan agrees not to
disclose any of the information in this business plan without the express written permission of ReCon
Solutions.
It is also acknowledged by the reader of this business plan that the information furnished in this
business plan, other than information that is in the public domain, may cause serious harm or damage
to ReCon Solutions and will be kept in the strictest confidence.
Upon request, this document is to be immediately returned to ReCon Solutions.
Name (typed or printed) ____________________________
Date_________________________
Signature (typed or printed) _________________________
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PRIVATE AND CONFIDENTIAL
Contents
1. EXECUTIVE SUMMARY ……………………………………………………………………………………………………………………….6
i. Proposed Business …………………………………………………………………………………………………………………………6
ii. The Company ………………………………………………………………………………………………………………………………..6
iii. Products and Services …………………………………………………………………………………………………………………….6
iv. Market …………………………………………………………………………………………………………………………………………7
v. Financial Plan ………………………………………………………………………………………………………………..………………7
vi. Keys to Success ……………………………………………………………………………………………………………………………..7
2. Company Overview …………………………………………………………………………………………………………………………..8
i. Mission ………………………………………………………………………………………………………………………………………..8
ii. Vision …………………………………………………………………………………………………………………………………………..8
3. Situation Analysis………………………………………………………………………………………………………………………………9
SWOT Analysis (Situation Analysis) ……………………………………………………………………………………………………… 11
a) Strengths……………………………………………………………………………………………………………………………….. 11
b) Weakness ………………………………………………………………………………………………………………………………. 11
c) Opportunities ………………………………………………………………………………………………………………………… 11
d) Threats ………………………………………………………………………………………………………………………………….. 12
4. Marketing Stratergy……………………………………………………………………………………………………………………….. 13
i. Segmentation & Target businesses ………………………………………………………………………………………………. 13
ii. Positioning and Differentiation ……………………………………………………………………………………………………. 13
a) The mapping flow …………………………………………………………………………………………………………………… 14
b) Energy Efficient FFT IP …………………………………………………………………………………………………………….. 14
iii. Services and Products …………………………………………………………………………………………………………………. 15
iv. Pricing ………………………………………………………………………………………………………………………………………. 16
v. Placement …………………………………………………………………………………………………………………………………. 17
vi. Promotion …………………………………………………………………………………………………………………………………. 17
5. Projections: Sales, Funding and Exit stratergy …………………………………………………………………………………… 18
i. Sales Projections ………………………………………………………………………………………………………………………… 18
ii. Funding Plan ………………………………………………………………………………………………………………..……………. 18
iii. Exit Strategy ………………………………………………………………………………………………………………………………. 18
6. Management Summary ………………………………………………………………………………………………………………….. 19
i. Management Board ……………………………………………………………………………………………………………………. 19
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ii. Personnel ………………………………………………………………………………………………………………………………….. 20
7. Financial Projections ………………………………………………………………………………………………………………………. 21
i. Assumptions ……………………………………………………………………………………………………………………………… 21
ii. Start-up Cost and Funding …………………………………………………………………………………………………………… 21
iii. Projected Profit & Loss …………………………..…………………………………………………………………………………… 22
iv. Income Statement ……………………………………………………………………………………………………………………… 23
v. Projected Cash Flow …………………………………………………………………………………………………………………… 24
vi. Projected Balance Sheet ……………………………………………………………………………………………………………… 25
8. References …………………………..……………………………………………………………………………………………………….. 26
9. Abbreviations………………………………………………………………………………………………………………………………… 26
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1. EXECUTIVE SUMMARY
i. Proposed Business
The state-of-the art in electronic design has adopted the use of programmable solutions over custom solutions
such as ASICs, as a mean to gain a time-to-market advantage over competitors.
Today, many customers use programmable solutions (FPGAs), but the design time advantages have been built
into the ever-contracting design cycles. For most companies, the gain is to get to functioning hardware earlier
than would otherwise be possible. The use of FPGAs can assist in contracting overall time scales, because the
hardware platform can sometimes be modified to assist the design team to meet the overall requirement. An
example is where a software routine does not complete fast enough, so a hardware accelerator block can be
fitted into the FPGA to off-load the software.
At the high end of India’s productivity spectrum is the information technology, software, and business–
process-outsourcing sector. As new FPGAs are developed the demand for code which configures them to
behave in a specific way (firmware) increases manifold. India would soon be a hub to outsource firmware
given the readily available low cost labor.
ReCon Solutions is a startup company, which provides firmware consultancy services and provides
deployable FPGA modules for various applications. Our company plans to build a strong market position
reaping the unearthed benefits of FPGAs in the Indian market. These devices can be connected and
configured in different ways to take shape of any computer hardware. From smart-phones, heart monitor
devices, to complex controllers in the automobile industry, one chip can do everything! Moreover once
developed the same module can be reused in designing new modules, thus saving the design and
verification effort.
Through a skilled workforce and cutting edge technology ReCon Solutions aims to offer a competitive price
and product customization on its reconfigurable modules to meet the various customer demands in the
market.
ii. The Company
ReCon Solutions is founded at Bangalore, India. It is owned and founded by 3 partners. Mr. Aviinaash
Sankaranarayanan would hold the position of CEO and shoulder the responsibility of general management,
market and customer relations. His 12 years of experience in embedded hardware and software
development is an asset to the company. Mr. Kanishk Sugand, CFO and Mr. Sangamesh Koradhanyamath,
CTO, would be responsible for the financial and R&D activities respectively.
The company intends to hire 2 hardware engineers and 7 firmware engineers to handle the product
development and consultancy services for its operations.
iii. Products and Services
ReCon Solutions operates on a Business-2-Business model and offers consultancy in the domain of Defense,
Industrial automation and control, Automotive and Health-care. We offer consultancy services covering the
whole range of FPGA-based system development: Embedded software, HDL firmware, from specification
and implementation through to prototype production.
In the products section, ReCon Solutions develops and markets FPGA based integrated modules for various
clients. These modules facilitate our clients to start implementing their designs quickly thus saving their
design effort. Modules also provide more opportunities for consultancy and act as medium to advertise our
skills tangibly.
iv. Market
We will target 14% of the electronic-design service businesses in India which operate in the aerospace &
defense, automotive, automation and health-care verticals. Our direct competitors are Xilinx and Altera which
have a duopoly in manufacture of FPGA. Support and consultancy forms just 4% of their revenue as they focus
on FPGA sales and hardware manufacture, thus ReCon Solutions can fill up this void by providing firmware
support and consultancy.
We position ourselves as low-cost yet efficient FPGA firmware consultancy providers. Our skilled workforce and
patented low-power method implementations set us apart from our competitors. These patented methods
give us a leading edge in low-power software development over our competitors. The pricing of our
products is based on the competitors pricing for similar ASIC solutions. The pricing for consultancy is
maintained lower than the global competitors for the first three years to attract clients.
Consultancy is delivered by channels of on-site installation, shipped CD/DVD or direct-download. While our
