Driven to Success

- The road to build a $1B company -

K.S. Pua
Feb, 2012

 (K.S. Pua)
Nationality: Malaysia (Sekinchan) (1981 ~ 1986) Pin Hwa High School () (1987 ~ 1992) Bachelor of NCTU(), Taiwan (1993 ~ 1997) Master of Electrical & Control Engineering, NCTU, Taiwan (1997 ~ 1999) Chairman & CEO / Phison Electronics Corp. () Director / The Schoolfellow Association of NCTU, Taiwan () Director / Pan Wen Yuan Foundation () Director / Global Talentrepreneur Innovation & Collaboration Association ( ) Awards received: Become a Fellow of Chinese Society for Management Of Technology in 2009 (Fellow) ERSO Award 2009 of Pan Wen Yuan Foundation THE OUTSTANDING YOUNG MALAYSIAN AWARDS 2008 (TOYM Award 2008) Entrepreneur OF The Year 2008 Taiwan from Ernst & Young Group (2008) The President Award of National Management Excellence Award 2006 (2006) 2006 Dr. Horiba Entrepreneur Award from AABI (Asian Association of Business Incubation) Outstanding Young Manager Award of HsinChu, Taiwan, 2005 (2005 ) Outstanding Young Entrepreneur Award of TAIWAN BUSINESS AWARDS, 2005 (2005)


The Life Stories

&
My 2 Cents on Entrepreneurship

My Life Story A country boy is telling ordinary but interesting story

Personal Background

Studied in Sekinchan of Selangor & enjoyed a wonderful childhood Graduated in Pin Hwa High School and decided to earn bachelors degree in a foreign country Went to Taiwan when was 19 and entered National Jiao Tung University luckily. Before sophomore years, just wanted to graduate and find a job back in Malaysia. However, when entered the junior year, realize that earning a masters degree would be nice Started to participate in some technical project development Founded Phison Electronics at 26 with 4 partners

Here begins the life full of worries. And deal with unexpected things every day..

 (Personalities)

, (Irritable, impatient) (A little bit stubborn) (But at least hard working) (Responsible)

CPU. The system may hang if CPU over clock over time FlashDRAM. Memory getting less & turn from Flash to DRAM

&
My 2 Cents on Entrepreneurship

Company Introduction
NAND Flash Application Solution Provider Controller IC Design & System Integration Established in November 2000

Location: Jhunan Kuan-Yuan Science Park, Taiwan Employees: 550 (300+ engineers) Managements Experience in NAND Industry > 14Years

History of Phison Electronics Corporation

The founders borrowed US$1m from relatives and friends In Nov 2000, set up the office in a little basement room at Industrial Technology Research Institute (ITRI) Worked based on technical knowledge obtained from school November 2002, won the Gold medal in inaugural National Innovation Award (by Ministry of Economic Affairs) out of 200 Taiwanese start-ups

The 10th Anniversary: A Company of $1B and 500 employees

Phisons successful story has been reported widely by local and international media Continuously contributes to industry, school and charity We believe in CSR (Corporate Social Responsibilities)

Company Milestone
Time
05.2001 04.2002 09.2004 12.2004 05.2006 09.2006 07.2007 06.2008 06.2008 01.2009 05.2009 01.2010 05.2010

Achievement
Announced the World's First Single-Chip USB Flash Drive Controller (PS1001) and Pen DriveTM in May Invested by Toshiba Corporation and M-Systems Ltd. Launched SD/MMC memory card controller Initial Public Offering (IPO) in Taiwan Founded and became Board of Director of Open NAND Flash Interface (ONFI) with Intel, Micron, Sony, Hynix and ST PS2230 USB controller officially certified by U3 - Only one outside founders SanDisk and M-Systems Rank 2nd in "2007 Info Tech 100 Taiwan" in "Business Next magazine Became a Founder of Solid State Drive Alliance (SSDA) Invested by Kingston Technology and Hynix Semiconductor Elected Board of Director of SD Card Association (SDA) along with Nokia, Motorola, Canon, NEC, HP, Sharp and others DG2682 eMMC controller adopted by NAND Flash manufacturers and designed into various tier-1 smart phones NAND Flash controller IC shipped in 2009 244 Million Units Ranked 65th in Bloomberg BusinessWeek The Tech 100 Annual list of Worlds top technology companies

Capital
Unit: US$m
50 45 40 35 30 25 20 15 10 5 0
'01 '02 '03 '04 '05 '06 '07 '08 '09 '10 0.90 2.51 5.62 11.50 15.36 21.50 34.36 30.45 39.62 45.84

Revenue
Unit: US$m
1200 1000 800
630 750 575 1,060 1,076

600 400 200 0

'04

'05

'06

'07

'08

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'10

'11

8 Rules for Successful Startup in High-tech

Team Work Core Value Innovation & Executive Power New Business Model Concentrate & Master the business Key Relationships Financial Plan Organization Management

The core of starting a successful business

Team Work

(The core of starting a successful business!) (trust and bond among business partners) (having a arbitration system to avoid confusion among the adminisphere) (the attitude of the leaders) (the compose of the team members)

The core of starting a successful business

Core Values

(the possibility of creating a consensus and core values) (special techniques or marketing experience..etc) (Only dead fish swim with the stream) (the extentable of the core values)

The core of starting a successful business

(creativity and execution)

! (Creativity is useless without timely execution) ! (Human are born to copy one another) (Strong team work leads to strong execution) (Only strong and timely execution can distinguish you from your opponents)

The core of starting a successful business

Business Model

! (Holding good techniques doesnt necessarily lead you to success) Business Model! (Business model has to be customized) (always keep your eyes, ears and mind open) Business Model (Business model should be flexible)

The core of starting a successful business

(concentration and dedication)

The core of starting a successful business

(establishment of relationships)

! (Friends are what you can rely on) ! (God helps those who help themselves) (earn others trust and respect toward the company) (be compassionate) (the utilization of marking strategies)

The core of starting a successful business

(financial management)

(Its necessary to have trustworthy people manage business finance) (always be prepared for the rainy days) (use the initial fund wisely) (Tap new resources and reduce expenses)

The core of starting a successful business (organizing management)

! (Its hard to start a business but its even harder to manage it) (a systematic management) ! (A determination on running a sustainable business) (the cultivation of management trainees) (the establishment of team culture)

...
Whenever you feel frustrated, you should...

,,.... Cry and let off as hard as you can. ! ! But always remember that all those sorrows would pass and eventually, you must face it

...
Whenever you feel frustrated, you should...

? Understand that theres no big deal about frustration. , Know what you want and what kind of life you want to live. .. Remember that theres nothing else more important that your own life.

()
The result of a fortunetelling
, If a person were told that hed be successful: Theres a kind of person who waits the success to come to him. And theres another kind of person who would work even harder because he knows he would eventually succeed.

()
The result of a fortunetelling
, , If a person were told that hes doomed fail: Theres a kind of person who gives up right away because he knows hes going to fail. But theres another of person who thus tries even harder because he doesnt want to fail.

(Our future is full of uncertainty that is why people fear it)

... (How do we turn the corner?)

..(Never mind..) ..(Sorrow will go away) ..(Will be alright..) ..(Cant get even worse) ..(Learn to forget.. )

(But the show must go on)

,?
Where the brave comes from when we face the big transition? !! (Of course, comes from adrenalin!) (To think about an outcome if you give up) (And then think about the result after changing)

(You can do anything you set your mind to)

(What is Growth)?
(Love)

: No Pain No Love (Start Up) : No Pain No Gain (Growth) : No Pain No Grow

 (life is full of uncertainty) (too many planes sometimes would impede ones execution) (find the right direction) (do what you can do in a day) : (work steadily and make solid progress)

The Poem I Wrote. Shoulder burden together as we venture in foreign land A sudden fog leaves us lost in the wilderness Turning left and right only leads us to the ends of trail Scaling the heights only we will behold wondrous scenery

The Poem I Wrote. One may toss sticks and seek oracle to foretell the future But it isnt as good as to thoughtfully ascertain the present Though the path is staked with impeding peaks We will advance with determination and perseverance every step of the way

Startup is never easy, it takes hard work, a great team, the right timing and a little luck to success. I hope my humble opinions can do little contribution to you.

Thank You!

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