Aaron Crumm describes AMI's go-to-market strategy.
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In this nine and a half minute segment (download iPod compatible, 50MB), Aaron Crumm describes how Adaptive Materials, Inc. (AMI) builds its business by bootstrapping. He uses electronics as an example. In electronics, the adoptions cycles are rapid, offering the opportunity to introduce fuel cells multiple times in a given year. Further, there are customers with acute energy needs who are willing to pay substantial premiums.
AMI's original funding source, the Defense Advanced Research Projects Agency (DARPA), was one such customer. DARPA funds high risk, high reward projects. AMI was fortunately able to hit its milestones and pitch additional rounds after the initial funding. Currently, they are at the stage of doing evaluations and field tries for actual use.
For most markets, however, AMI is now pursuing partnering strategies with firms who know those markets and their needs.
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