Tendril Networks, Inc.
Case Study
September 2009
The transformation of Tendril Networks from a software company offering a widely distributed set of services, to both a software and hardware company with a narrow focus, provides an excellent case study of the decisions made to cross a chasm, lead standards, and deploy a disruptive technology in a market.
This case addresses the challenges associated with “verticalizing” a company that was once a mile wide and an inch deep. The case also analyzes the decisions made to pursue the focused goal, once it was identified. Requiring significant resources, Tendril’s focus on an underdeveloped market was both ambiguous and far from safe.
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The transformation of Tendril Networks from a software company offering a widely distributed set of services, to both a software and hardware company with a narrow focus, provides an excellent case study of the decisions made to cross a chasm, lead standards, and deploy a disruptive technology in a market.
Positioning the company to “cross the chasm,” Tendril sought a specific application and market within the wireless sensor network (WSN) industry that would induce the most growth. Although Tendril would eventually establish itself as a leader in WSN standards, it was not immediately apparent what specific application the company should focus efforts on.
This case addresses the challenges associated with “verticalizing” a company that was once a mile wide and an inch deep. The case also analyzes the decisions made to pursue the focused goal, once it was identified. Requiring significant resources, Tendril’s focus on an underdeveloped market was both ambiguous and far from safe.
Contact
- deming@colorado.edu