AimRel Consulting Service - Name of My Dream Company
Consumer Analysis:
Value to the customer
AimRel reliability consulting service strives to provide the right estimation of reliability forecast that can mitigate the end customer’s anxiety as issue occurred, save the customer's reputation by offering solutions and ensure risk always under the control level to maintain the company’s long term success. The best value of reliability engineering consulting is to not only to act as a fire fighter but also a gate keeper to implement a proper quality & reliability system to mitigate any potential impact.
AimRel Reliability Consulting Group target to service IC design houses with revenue between $20M to $500M. In general the customers in this revenue segment already have certain flagship products that will make significant revenue and they are targeted for major industrial or consumer electronic application. There is a demand on how to deal with the reliability risk at the high volume and high quality business segment, such as automotive industry.
Market Analysis
The Reliability Service Consulting Service for IC design house is a very unique market. This market combines the knowledge of device physics, failure analysis, reliability modeling and prediction of field failure estimation. Device physics, mathematical and statistical knowledge can be learned from classes offering at graduate school. However, the knowledge of isolating the failure node, identifying the failure mechanism and developing the right reliability model does require years of hands-on experience from work. This business is stable and secure because very few technical professionals are good at both domains. In general only company shipped large quantity of products and with annual revenue over $200M will consider to hire 3~4 staffs leading by a technical expert on dealing with the potential reliability related issue. To maintain such a group, it could cost the company ~$300,000 to ~$500,000 per year. This is why it is relative difficult for a small or mid size company to justify on forming such a technical group. For the same amount of money of investment most of the company would rather hire two more designer to create new products. In addition, for the small or mid-scale company, penetrating into high volume and high quality business sector does require help from the reliability consultant service as the reliability issue occurred.
Automotive industry is the field that required best service product quality and reliability. The global automotive electronic has about $106 billion business and the growth rate is ~7.5% annually.
Consulting service in general has no concern of product life cycle. But the staffs do require to attend 2~3 professional seminars to promote the consulting service and sharpen their expertises.
Marketing Mix and Products
My company will provide services that focus on the following sections
Automotive Supplier Qualification Preparation Procedures
Package Reliability (Conventional Package, Solder Joint Reliability, uModule, Design of Daisy Chain Board Mount Temperature Cycle test, Flip Chip Reliability Forecast and Simulation)
Product Reliability (Power Temperature Cycling Test, Burn-in, Humidity Bias Test, Infant mortality Stress Implementation, FIT and MTTF Calculation)
Process and Device Reliability (Device failure mode simulation, Gate Oxide, Electromigration, Hot Carrier Degradation Stress Test and NBTI Device lifetime forecast)
Failure mode and failure mechanism study (by case min charge $250 / hr)
Forecast of field reliability failures based on the identified failure mechanism.
Charge can be either by case ($20,000 mim) or by hourly basis ($250 per hour)
As we can cover the requirement from the automotive industry, diversify and penetrates the business at networking, telecommunication, storage and computer industry are relative easy as we well known the each individual qualification requirements.
Promotion and Advertising
Attending the technical seminars and conferences like IEEE IRPS, IEDM, ISTFA. Publishing the technical papers and setup the exhibition booths. Referral from the end customers and web seminars are all the networking can be used for promote the image of the company.
SWOT Analysis
Strengths
Semiconductor component level reliability estimation
AimRel can provide better and faster reliability risk assessment
Excellent knowledge on automotive and consumer electronic qualification spec, documentation and test setup
15 years of direct digital and analog IC failure analysis experience.
Proven experience on solving major IC reliability issues for end customers
Weaknesses
Need to find funding
Recruit device level reliability guru can perform software simulation may take time
Improvement of promotion and marketing channels
Revenue can only generate by contract basis.
Opportunities
Company in $20M~500M scale does requires help on reliability consulting group on solving issues.
China automotive market is huge and lots of IC design house like to penetrate in to automotive business. This is a good segment for my company making revenue.
Threats
One key competitor – Relisoft - provides software and education training.
Relisoft is good on provide system level reliability solution.
Other competitors already in Reliability business over 10 years and established certain reputation.
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