Gradient Design Automation Case Study

Marketing Challenge:

Gradient Design Automation, Inc. develops software products that provide accurate, fine-grain thermal analysis of analog, mixed-signal and digital integrated circuits (ICs) at the die level. While the effects of thermal problems on chip performance and reliability were well understood when the company introduced itself to the market, the design community did not have tools to give them visibility into the detail temperatures inside the die. Gradient hired Cayenne to help educate IC and package designers on the value of IC thermal analysis tools as well as to successfully introduce the company and its products to market.

The Cayenne Method:

Gradient was the first company to recognize and meet the need for a software tool to reduce thermal hazards and thereby improve chip design. Working with the management team, Cayenne developed and executed a marketing and communications plan. The focus was on making designers aware of the need for visibility into the fine-grain thermal profile throughout the design process, the ability to locate temperature hotspots, and the ability to simulate the impact of thermal gradients on design parameters.

Education and credibility were achieved through:

• Discussing the need for thermal analysis solutions with technical editors and analysts.
• Presenting papers at technical conferences, with subsequent publication.
• Writing and publishing technical articles, jointly with customers wherever possible.
• Writing and publishing management commentaries.
• Demonstrating product capabilities at relevant conferences.
• Publicizing successes – awards, new product releases, partnerships.

Results:

Within the first year, execution of the strategic plan resulted in:

• Gradient's first product, FireBolt, winning the EDN Innovation Award for EDA (Verification & Analysis) in 2005 and being listed as a finalist for the DesignVision award.
• Front-page coverage in EETimes when the company and products were introduced in June 2005, just prior to the industry's leading conference.
• 11 major articles or mentions in key publications, with pickup of articles and press releases in dozens more journals, websites and analyst reports.
• Publication of two technical papers and one high-level commentary by one of the founders.
• Three speaking engagements at technical conferences.
• Four in-depth press interviews.
• Three well-received and widely-covered press releases.
• Successful tradeshow participation which generated interest and qualified leads.

Gradient is now the recognized pioneer and leader in thermal analysis of analog, mixed-signal and digital power-intensive and temperature-sensitive ICs and semiconductor intellectual property (SiP) for the automotive, computer, hand-held, wireless, communications, consumer, and networking markets.

Testimonial:

"The Cayenne folks are very well-connected with the EDA press and the Design Automation Conference community. They are a great PR firm for an EDA start-up company to work with."

-- Ed Cheng, President and CEO, Gradient Design Automation, Inc.