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As longtime veterans of companies including Apple, Palm, and Autodesk, we've been through the whole product and market life cycle many, many times. From early definition through end-of-life planning, we know where high tech companies get stuck. We’ve developed tools, methods, and approaches to help you succeed at four critical points:
- Define. Defining target markets and product opportunities.
- Deliver. Creating go-to-market plans to create new categories or win new markets.
- Defend. Win tough competitive battles, especially against larger competitors.
- Optimize. Increase your ROI by tuning your pricing, licensing, and distribution chain to make sure you’re not leaving money–that is, your profits–on the table.
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We focus on a small number of clients at one time, so we can give you personal attention and the best possible insights. We foster productive relationships and enjoy engagements which result in shared success.
Since we aspire to be your trusted advisors, you should know the faces behind Rubicon. Our two principals are:
- Nilofer Merchant – Nilofer founded Rubicon in 1999 after gaining 15 years of operational experience in key leadership positions at notable technology firms such as Apple, Autodesk, and GoLive (later acquired by Adobe). She’s recognized as a go-to-market expert, revenue manager, and optimizer of businesses. Her consumer marketing experience includes work with graphics software, web tools, application servers, vertical CAD solutions.
- Michael Mace – Mike joined Rubicon, after engaging in some of the tech industry’s toughest battles. He was Vice-President of Strategic Marketing at PalmSource, where he helped handset companies and wireless carriers plan new smartphone products and wireless services. He was Chief Competitive Officer and Vice-President of Product Planning at Palm Inc, where he led the design of the new product planning process, and led the creation of the company’s long-term product road map. He was Director of Mac Platform Marketing at Apple, and he founded a publishing software company.
To help you get to know us, we invite you to download a free chapter from “Stop Flying Blind: How to Map the Future and Outwit Your Competitors,” a book on high tech strategy and planning being written by Michael.
 Read more from Rubicon in Soft•letter, “Help! Microsoft is targeting our business,” by Michael. Click here to subscribe.
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