JORIS VAN DEN DAELE

Owner, The Patch

The decision that Jeffrey McDale has to make comes down to his risk appetite. It is way too risky for Etlansys Technologies to pursue a future with the possibility of not dealing with a top-tier distributor (SGP) and bank the future of the company with some unproven products still in R&D stage. As McDale said, this is a fair offer for Etlansys if the company’s next generation of intellectual property is not included.

It would be impossible today to assess how well the market will receive McDale’s new products. He optimistically mentioned that they could double his sales, but he would have to adjust that number if second- or third-tier distributors had to step in if SGP decided to de-list Etlansys’s products (not to mention two years of sales that might be lost re-establishing themselves — if they re-establish themselves). And what if the products don’t take off the way McDale believes they will?

McDale also has to reflect on how much of the success of Etlansys is due to the fact that SGP is a highly regarded and effective distribution company. Without SGP, what would sales be like today at Etlansys? And what would the future look like for Etlansys dealing with a lesser-regarded distributor?

Rebuffing the offer could lead to some disruptive actions that SGP could easily pursue and ones that Etlansys would not be able to react to in a seamless and timely manner. SGP has a well-stacked hand in this negotiation and McDale has to think long and hard about whether there is significant upside to justify the gamble of either being left without a distributor or whether the products he is working on will sell the way he believes they will. In spite of the timing not being the best, I would accept the offer. “SGPwas set on buying our firm,” said Etlansys Technologies owner Jeffrey McDale, “and they were willing to replace our entire line-up if I did not agree to the terms.” McDale was able to negotiate a 50% share of the innovations that were about to launch, with a clause to sell the interest back to SGPin three years. “Over discussions, I relayed how important these new products could be and their potential contribution to sales,” he said. “Then I indicated these products were still in their prototype phase and the company needed me to see the launch through.” McDale intends to work for SGP in 2015 as part of the transition. “I’ve indicated that I want to do something else, but I will guide the team for now, until my replacement is found.” SPEAKTOIT ASSISTANT This virtual assistant — complete with a cartoonish avatar that can be male or female, and customized to your preferences — can answer your questions, open websites or search the Internet when verbally asked and create calendar entries or schedule meetings. It can also take dictation of a new text message or Facebook status and post it online (plus read you related comments as they come in), remind you of upcoming events, and even tell you what your agenda is for the day. It works on smartphones (both Android and iOS), tablets and laptops and can be downloaded for free, but there are also paid versions with premium features. EASILYDO This productivity app also merges your calendar, email and social media networks. Like SpeakToIt, it can remind users of upcoming events (and give a nudge when to leave based on the estimated travel time, while also giving you directions). And, when it reminds you of a birthday or a colleague’s announcement on social media, it can help you post a greeting to Facebook without leaving the app. EasilyDo can auto-dial into calls, identify emails that require a response, and even automatically track shipments based on emails you have received. While travelling, it can prompt you with details of your flight and its status, car rental and hotel reservations, and call up your digital boarding pass. This app works for both iOs and Androidbased devices. A basic version is available for free, but Premium and Business versions of the app require a monthly fee. GOOGLE NOW On top of basic functions such as answering your questions, setting alarms, scheduling meetings and taking verbal dictation of texts and emails, Google Now will also prompt you with information based on your location and daily patterns. For example, once this free app knows your schedule and where your home and place of work are located, it will automatically tell you how long your commute will likely take. Or, while travelling, the app can automatically pull reservation information from your Gmail account, and prompt you with your hotel details after your plane lands. You can also set reminder notifications, based on time or your location. For example, Google Now could prod you to buy more ink cartridges the next time you’re at an office supply store or buy milk when you’re near a grocery store.

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