If you haven’t already, please study our Bootstrapping Course and Investor Introductions page. Bill Daniel is a serial entrepreneur and the Chief Executive Officer of All Web Leads, an online provider of high quality insurance leads. Prior to joining the company in 2008, Bill was most recently the President and CEO of Surgient, a leading data-center virtualization management software
Sramana: Bootstrapping a company requires that you run a very tight ship. Can you comment on how you did that and how it impacted team building? Steve Cotton: Every hire that you make has to have an ROI within six months to a year or it does not make sense. The people we brought on
Sramana: Are you launching new products to have access to increase your TAM? Steve Cotton: We have just announced the introduction of a new product that will be available late in the summer of 2013 called Branch Circuit Monitoring. We believe that will add more to our addressable market. Our market is very large. What
Sramana: Once you brought the new technology to the market, how did it do? How long did it take for it to find its stride? Steve Cotton: The impact was immediate. Our expectations were very conservative, but within two quarters our entire customer based flipped over to our product as opposed to the other products
Sramana: What was so promising about the new technology that made you want to acquire it? Steve Cotton: In the world of battery monitoring, we were frustrated with monolithic systems based on 1980s designs. You would have a big panel sitting in a wall with batteries from floor to ceiling. Those systems were customized and
Sramana: How did revenue scale as you following this strategy? Steve Cotton: We started with revenues of $470,000 and then went to $1.5 million and got up to $7.5 million. This cash revenue gave us some flexibility to develop a strategy for the future. We looked into the marketplace and found a technology company that
Sramana: Was your father’s business model basically selling services around someone else’s product? Steve Cotton: Yes. The company’s business model was essentially a manufacturer’s representative of a battery monitor product. Companies would deploy these systems into their data centers, and then when they would have problems they would realize that there had been indicators in
If you haven’t already, please study our Bootstrapping Course and Investor Introductions page. Steve Cotton is the founder and executive chairman of Canara, a company that provides turnkey backup power solutions and predictive monitoring solutions for mission critical operations focusing on data centers, telecommunications sites, wind/solar farms, smart grid and electric vehicles. Prior to Canara he was the director