“Quicklook” Assessment of Greater Adelaide's Assets & Challenges ...

“Because we are good we can be in Adelaide”
SUMMARIES AND OBSERVATIONS BY THE IC2 TEAM
The observations are listed by analysis that seems to be across the board for the
companies represented at this presentation and focus study.
There are many strengths that can be documented. The active role of the Governmental
endorsements and grant investments appear to be paying off. Further the Government
has had a positive impact on companies with training and investments. The Federal
programs are available for additional help and support to round out the local
governmental objectives. Universities have cooperative programs for graduate level
students to work and do research with private industry. The Universities marketing
research has proven invaluable as well. Bootstrapping and working within a difficult
entry-level market seems to be strength building from early on for the startup companies.
SA is inexpensive, so working with small amounts of money is attractive to foreign as
well as local businesses. These companies not only state, but feel if they are able to get
sales out of Australia, that globalization will be made easier. Building and expanding on
these strengths can help many companies and startups develop and expand at a more
rapid pace.
The weaknesses that companies can encounter in the Greater Adelaide Area were
evident as well. SA is difficult market to break into, as there is not big demand for high
tech. Marketing and business skills are difficult hurdles for new companies. Many do not
have proper training, understanding, time, or are aware of costs associated with
obtaining governmental grants or help. The potential is there for young businesses to
rely too much on the government for guidance and support. Business has an air of
isolation in Adelaide since most of the competition is in eastern states. Adelaide seen as
small city by others, so must work harder to get results. The competition from the more
established markets must be taken into account, particularly closer to home on the east
cost of Australia. Most of the weaknesses can be overcome. Continued work to brand
and market the area with emphasis on high tech companies is an effort that will take
time. Access to documentation and links has been done well in the past, but must be
improved upon with information updated and access usability a priority.
Areas of opportunities to capitalize on also demonstrated an area of commonality. A
good area was focus for companies to work on joint ventures outside of SA, specifically
with blue chip companies to capitalize on global markets. The big markets most desired
by these companies are in order of prominence: USA, Asia, and eastern Australia. The
blue chip companies can also help small and medium size businesses to establish
credibility as well as break new ground. Essential Computer Systems (ECS) has proven
resourceful and is now teaming with a major US software developer to jointly market
their range of financial products in Asia. iii The findings by companies that in the high
tech world that the traditional marketing staff does not work, but requires marketing staff
with high tech background for the companies to succeed was demonstrated. The
MSSTC program utilized by the University of Adelaide in partnership with the University
of Texas will be a good source to locate this particular breed on a local level, and should
be taken advantage of. Additionally, attention should be paid to not only hosting, but
demonstrating a presence in the World IT Congress to establish Adelaide as an IT
leader is important. There has been a lot of money spent getting the Congress to
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