Tightening internal processes, aggressive expansion – Beacon India’s top agenda

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. In a tête-à-tête with ITPV, its new CEO Joseph Jerome aka JJ, beaconed the company’s aggressive growth strategy via expanding across Karnataka, Goa, Parts of Maharastra and Gujarat.

1.       Can you throw a better ray of light on Beacon India?

We began as a reseller, but gradually we moved on to bring our own value-additions. Today, we provide end-to-end solutions right from enhancing a concept to building up a full-fledged solution evaluating the design sales and market dynamics.

We are an authorized SolidWorks value added Reseller (VAR) in India for SolidWorks 3D CAD Software. Beacon also represents SolidCAM, the CAM system and our other products and solutions include 3DVIA Composer, FEA software, Design Automation, Design validation, Data Management Software. As a CAD, CAM design and manufacturing firm, we are among the top 5 in India. Beacon do not limit itself, rather whether it is Car, mobile, watch or any other concept, we have driven all kind of projects. Currently, we have our presence across in Bangalore, Pune and Belgaum.

2.       What are the recent trends in the CAD and CAM market in India?

The most significant trend is the increase in the number of concept design in the market. Earlier it was more of a influenced-from-west designs, but now, innovative concepts within India are gaining momentum. Second is the skill availability. Today, we have ten times more skilled workforce compared to a decade ago, which helps them to use better automation tools with ease. The universities are churning out good talent comparatively.

Third, is the growth in the value chain. Earlier the basics of the projects were handled in India, today, the country is recognized worldwide for its efficiency in handling mission critical projects in the CAD, CAM industry.

3.       What was the thought behind being a completely Solid Works focused firm? Could you cite the advantages of being a one-vendor firm?

The first reason being a one-vendor firm, is the consistency, that we can bring in our solutions. Moreover, Solidworks is continuously evolving to bring in new solutions to cater to the 3D evolving market, this helps us to be up-to-date with the solutions to the evolving problems.

 Moreover, it helps us, as a company, to make it our core-competency. This enables our workforce to acquire an indepth skill in the particular area, rather than losing the focus while shifting from one platform to another.

4.       What are the kinds of expectations you have in terms of increasing your channel base by the end of the financial year? Where do you see the untapped potential in the Indian market?

We are taking strategic steps to spread our base across India. Currently, our focus is on acquiring more partners as well as establishing direct presence in Karnataka, Goa, Parts of Maharastra, especially towards the West and Gujarat.

We would apply our reference strategy, wherein our customers and partners becomes a reference point for us to receive better business. 

5.       Could you elaborate on the core pain points as a VAR and the ways you deal with it?

Software apps donot work the way it appears to work in theory. A product goes into testing may be for around 5000 man hours. But when it’s released in the market, that tested time is over within a fraction of a time. Ofcourse, the backend support system is strong but, it all works on prediction and assumption.  One of the heads of a software giant rightly said, ‘For any software firm, customers are an ally as well as a foe.’

6.       Selling a box or software, in today’s time, will not be favorable to retain profitability. What is the value addition that Beacon India brings in?

We provide value through our expertise. We do not resell a product in a box rather we provide a solution with the help of the product. At times we also assume a consultant role in suggesting better ways of project performance. We have always emphasized on the technical capabilities, and 75 percent of our current workforce comprise of technology experts.  

7.       With a new leadership in place, what strategic change can be expected in Beacon India’s market approach? What is the goal for the next five years?

We are undergoing some process change, not in the way we are doing business, but more of an internal planning. We have achieved a lot in the past few years, but now, we are trying to put a plan into the success. It’s about process orientation, reinvestment of the financial profits – ‘assimilating the growth’ to put it in short.

At Beacon, till now our efforts were more on customer gaining but now, our endeavors are more inclined towards customer retention. The acquisition part is continuous, but there will be equal efforts on retention too, because through the current base we can ensure 3 times more business.  Also, we are working on certain internal revamping for better utilization of CRM solutions and derive better insights to fulfill the business prerogatives.

With the changes in place, we are sure to grow 3 times more in the next five years, from the revenue perspective.