International SIG: China Market Entry for Small & Medium-sized Companies



  • Monthly Meeting of the International SIG Co-Hosted w/CSPA, this month.


    Presentation Overview

    China Market Entry for Small and Medium-sized Companies

    All reports tell us of explosive economic growth in China. Small and medium sized technology companies want to understand the risks and opportunities of entry into the Chinese market. A panel of experienced executives, led by Jason Ma, with 20 years of experience in building and providing leadership to technology firms and Howard Lee, a venture capitalist, with a focus on funding of technology firms that are targeting expansion in Asian markets. A third member TBA. The panel will offer a perspective on market entry into China and comment on the business prospects and approach of two start-up companies that seek to enter the Chinese market. What should they do to address issues including strategic planning and execution, including the management of team, sales, distribution channels, customer and partner relationships and support, organizational structure, operations, regulations, legalities, and market mix localizations? How can a technology company plan their market entry into China?

    The evening will offer ample opportunity for a question and answer session with the panelists.


    About the Panelists

    Howard Lee

    Howard Lee was most recently a General Partner at Crystal Ventures. His investments have included Exavio, LGC Wireless, Infravio, Infinera, Webever, and Reversi Networks. He served as a second lead on RF Solutions, Entopia, and MandAChina. Mr. Lee served on the boards of LGC Wireless, Exavio, and Infravio. He served as board observer at Entopia and Infinera.

    Mr. Lee was previously Vice President at Crimson Ventures, a global venture capital firm, where he led communications infrastructure investments in the US and served on the boards of DMW Worldwide, a market support solutions company and Geyser Networks, a SONET access equipment company. Prior to Crimson, he was Vice President and co-founder of Volendam Capital Advisors, a venture fund that invests in emerging growth high technology companies in the US and Europe, including communications and interactive software. His investments at Volendam included Bookham Technologies, an optical components and subsystems company (NASDAQ:BKHM), and CopperCom, a voice over broadband access solutions company. Mr. Lee has held management positions in product management and marketing at Applied Materials and has worked as a research investigator in optoelectronics and semiconductor materials at the US Army. He has also held engineering positions at IBM and Unisys.

    Mr. Lee has B.S. and Ph.D. degrees in Electrical Engineering from Cornell University and an MBA from INSEAD in Fontainebleau, France.


    Jason Ma

    Jason Ma brings over 20 years of experience in the wireless, Internet, media, security, and IT sectors. A widely recognized "rainmaker" and thought leader, Ma brings tremendous operating and management consulting experience in strategic planning, international sales and field operations, corporate development, marketing, fundraising, team building, market value building, and effective execution. His seasoned global business experience, including hundreds of corporate deals closed and relationships managed (numerous Global 2000s), and network of contacts span 25 key country-markets across Asia Pacific, Americas, and Europe. Ma has been instrumental in adding 10-figure USDs in aggregate market value to companies he has worked for.

    Since 2002, as CEO of Congruent Partners, Ma has assisted US and Asian companies as acting/interim CXO and EVP, board director, advisory board member, management consultant, co-founder, and angel investor. These include PRCDirect (whose founders sold nearly US$1 billion of tech projects in China), WithyaDirect (India), MobileBest (China), and many others. In 2001-02, Ma was an independent management consultant assisting wireless, broadband, and digital media infrastructure and software vendors.

    In 1997-2000, Ma served as managing director of iPass Asia Pacific and Japan. During his tenure, his division brought in 1/3 to nearly 1/2 of total company revenues every quarter. He was central in taking iPass (global Internet roaming and secure enterprise connectivity services) from early stage to world market leadership to beyond the first S-1 to 3 zeros added in market value in USDs. He helped build a strong foundation for iPass, which subsequently had a groundbreaking IPO in 2003 (US$1.1 billion initial public market value).

    In 1984-97, Ma served in international sales/marketing management, N. American sales/marketing, and technical roles at Celcore (cellular infrastructure; acquired by Alcatel/DSC for US$170M), Peninsula Wireless (25-30% company sales from China Office), Cylink, Digital Microwave, Fujitsu America, and Tymnet.

    Since 2001, he has served as advisory board member at Silicon Valley-China Wireless Technology Association (SVCWireless, leading non-profit association bridging the US-Asia wireless sector). In 2001, he served as founding chair of Charter Members Committee at Asia-Silicon Valley Connection. Ma has appeared on major media brands, including AlwaysOn, CNBC Asia, Far Eastern Economic Review,, Silicon Valley Business Ink, South China Morning Post, and others. He is frequently invited to speak in key industry conferences.

    Ma holds a BS degree in Industrial Engineering & Operations Research from UC Berkeley. He also studied at the evening graduate school of business at Santa Clara University, California. Ma is a frequently invited guest speaker at graduate schools of top universities, including INSEAD at Singapore, National University of Singapore, Stanford University, and UC Berkeley.


    Rod MacGregor, www.china-

    Rod MacGregor is a well respected company founder and Chief Executive Officer with over 20 years of international leadership experience. He has founded four successful venture capital backed, high-technology companies; one of which went public on NASDAQ. His companies have received the Queen's Award for Export, the Queen's Award for Technology, along with many other honors. His resume has been entered into the Smithsonian Institute's permanent research collection on information technology.

    Mr. MacGregor co-founded NanoMuscle, Inc. which quickly became the growth leader in the next generation motor market, shipping over 1 million electric motors to customers in China. The NanoMuscle was voted Product of the Year by Design News Magazine. NanoMuscle's investors included Volkswagen and Jetta Ltd., a leading Chinese manufacturer of children's toys. As a result of these activities, Mr. MacGregor has been featured prominently in the South China Morning Post and many other Chinese publications.

    Under Mr. MacGregor's leadership, the company became one of the first Silicon Valley start-ups to establish an R&D facility in the Pearl River Delta. NanoMuscle was recognized at a formal reception at Government House by Tung Chee-Hwa, the then Chief Executive of Hong Kong. Mr. MacGregor has spoken at many conferences and has appeared extensively on broadcast television in both the USA and Asia.

    As a co-founder of OnLive! Technologies, Mr. MacGregor was an early pioneer in the field of Voice over IP technology. The company was backed by silicon valley's leading venture capitalists including Kleiner Perkins, Benchmark, Mohr Davidow and NEA. Major corporations including AT&T, Intel and Japan's Softbank were also early investors in the company. The first commercial use of the company's products was on Japan's Niftyserve network. OnLive! was sold to a leading internet software company in 1997. Mr. MacGregor co-founded Insignia Solutions which went public on NASDAQ and founded International Business Software which was sold to Novell. Both companies had substantial international operations.


    About the Moderator

    Joon Choi

    Joon Choi is Founder, President, & CEO of Sales Entrepreneur & Co. in Silicon Valley, CA, a premier, executive sales & marketing consulting, training, and outsourcing service firm specializing in high tech industry. As a premier executive sales & marketing consultant, advisor, & trainer, Joon’s mission is to create and develop 7-figure sales entrepreneurs and enterprises through his innovative new approach to sales success - The Power of Seven: The 7 Processes of Sales Engineering. Developing and managing enterprise sales ranging from $2M to $20M for global Fortune 500 and other leading blue chip companies over the last decade, Joon Choi is one of today's hottest new authorities on sales and entrepreneurship.

    His career highlights and experiences include executive direct sales, marketing, & business development roles with Fortune 500 companies such as Samsung and Digital as well as some of the industry leading top software companies including Mentor Graphics and Synopsys. He's earned and won numerous awards during his tenure including the Rookie Sales of the Year, National Top Gun Sales, Top 10 Account Manager, and President’s Club Winner among many others. He has served as Sales Engineer, Account Manager, Sales Manager, Director of Sales, and Vice President of Sales during his professional sales career. Some of his past clients and accounts include Intel, HP, Apple, Nortel, Motorola, Compaq, Altera, Cisco, and numerous small to mid sized and startup companies.

    Joon Choi believes that anyone in any field can become a successful sales executive or entrepreneur by applying his seven powerful processes of sales engineering... otherwise known as the Power of Seven.

    He is a graduate of California Polytechnic State University, San Luis Obispo. He’s an active member of a number of charities and professional associations. He enjoys a number of hobbies on his spare time, including sports, traveling, and reading. He lives in SF Bay Area, California.


    Event Logistics


    Bingham McCutchen

    1900 University Ave.

    East Palo Alto, CA 94303


    6:30-7:00pm registration/networking/refreshments

    7:00-7:15pm announcements and introductions

    7:15-8:30pm program

    8:30-9:00pm networking/one-on-one discussions



    $15 at the door for non-SDForum members

    No charge for SDForum members

    Please call 408.494.8378 for student memberships

    No registration required

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