Making Money from Exploiting Schumpeterian Opportunities: John Sanguinetti and the Electronic Design Automation Industry

Abstract

Accounts of the effect that John Sanguinetti’s two companies had on the market for integ- rated circuit design languages were used to gain insights on how to profit from the exploit- ation of Schumpeterian opportunities. This article will be of interest to entrepreneurs who expect to profit from exploiting opportunities that disrupt the status quo. To write this art- icle, the author reviewed the literature on Schumpeterian and Kirznerian opportunities and examined the writings of and about Sanguinetti and his companies, blogs written by industry insiders, and articles in industry trade journals. Sanguinetti’s first company intro- duced a new technology and his second company introduced a new business strategy and a new technology. Both of Sanguinetti's companies undermined the capital investments of the established incumbents and created new value for customers. The article provides three main insights. First, deep knowledge and experience in the customer domain enable an entrepreneur to recognize and act to profit from a Schumpeterian opportunity. Second, to profit from a Schumpeterian opportunity the entrepreneur needs to combine techno- logy and business model components in a way that adds significant value to customers. Third, large amounts of venture capital may or may not be required to exploit Schumpet- erian opportunities.