Interview with Richard Aguirreche, director of marketing and sales with Esteban Galindo, CEO of CimWorks
January 25, 2011
In the international events that we fall away, as it is the case of SolidWorks World, it is not common to find too many Iberian. Among those present, not many but yes great connoisseurs of the event, the company and the product, have had the opportunity to speak with Ricardo Aguirreche and Esteban Galindo. His experience and perspective have enabled us to resolve some doubts, curiosities and concerns.
SolidWorks is a company that plays widely with the 'emotional payroll'. Speaking with both us it has become clear that the enthusiasm is contagious and infected. Your company is CimWorks. However, they speak of SolidWorks as if it were your company. I feel, moreover, that there is not a discourse of sale. Well, just a tad. We do so with honesty, with full communion, almost with devotion.
Ricardo Aguirreche: what are the activities of CimWorks?
We are implementers of technologies that primarily provides SolidWorks. As you know, it has gone from being a company dedicated to the design area to become one that offers more and broader technology solutions to assist the development of product. We cover long and are targeted in all areas where the SolidWorks offers solutions.
What is its function, its biography, within CimWorks?
I came to the company as a result of being the owner and CEO of Konotec. Three years ago it was a capital increase so that CimWorks is now its main shareholder. We are functioning as a fully integrated group of companies under the umbrella CimWorks, with a single activity, a single portfolio and a single set of human resources. I dedicate myself to two facets: the sales management and marketing, under the supervision of Esteban Galindo, our CEO.
What is their participation in SolidWorks World 2011? What do you do in San Antonio?
We are here as 'resellers'. The opening of this event to any third party companies that offer complementary applications, connected and integrated with SolidWorks, allows us to extend our offer. We have two objectives: keep in touch and keep track of the evolution of the technology of our principal supplier, SolidWorks, and also have direct contact with suppliers of complementary applications. In a single three-day event, we have the opportunity to see and talk to a large number of important and relevant people within the company, which is not easy in other circumstances.
Is there any Allied company that you are already representing to participate in this event?
Yes, we have like six or seven companies with which we are working, and with which we have relations and previous contacts. We are assessing the possibility of extending, have more alternatives to which we already offer.
And the possibility of selling here?
This event is promoted between the base of clients in Spain. But there is a cultural problem: there is no tradition of approaching this type of concentrations, as there in other European countries, and of course here in the United States, where it is commonplace. Or, that we do not come here with the aim of finding potential customers.
Let a SolidWorks World for a moment. Your company has a product called CimTools. What is it?
It is a set of tool, development of programs, from our initiative or at the request of a client, which complement each other in any particular area to SolidWorks. When we detect that it is of interest to our client base, so we include CimTools.
That is, they do not work only as integrators, but also as developers...
More and more. Some applications, such as the Enterprise PDM, require much customization, a very different implementation in house of each client. The solutions that they are asking us to oblige us more and more programming to measure.
What most them is enjoying this event?
To me, personally, what I like most is the environment there, on the optimism that is transmitted. By the results of the last year have been fantastic, and also because it looks a near future with great expectations. It is a fantastic thermometer: here is the people of our industry, other distributors like us, and the own SolidWorks. We can be sure that, by investing in our business, we will have a performance because others are taking. In Spain will perhaps take more time; but to me I cleared much of the fears I had when I looked only at the navel of the Iberian Peninsula.
If you organize this event, what it would improve?
It would raise one at European level. It is a pity that we can have something closer to home, give more opportunities to our clients and even our own employees to attend an event where there is so much information of very high quality and value for our business. I think that it is a general demand. Other companies do it, I am sure that distributors and their employees participate en masse... and customers, perhaps not as many as in the USA, also go.
Esteban Galindo: how many years does you working with SolidWorks?
Since 1996. The first version of SolidWorks was introduced in December 1995 at AutoFact, fair [that was set in Detroit and] which no longer exists. We contacted them in March of 1996. I visited Boston in may, and I think that the first two licenses in Spain it was sold in July. In addition, was a case of come and kiss the Holy: do the demonstration and to convince.
After 14 years, what they most value?
That the product is fascinating. And to continue to keep the level of fascination to those who work with him. We continue to believe that we have a cutting edge product. We are continuously selling Ferraris .
With this in mind, the fact that you have vision and long term. How is SolidWorks World 2011 compared with the previous events?
Every year the events have been being representation of what is happening in the product in the industry, and I dare say that in the world. This year becomes the evolution of SolidWorks as a company, and its products as a whole. There has been an evolution from the unique product. We already offered accessories and services. Now we can not only submit us to companies as SolidWorks 'resellers', but as providers of solutions complete, able to understand their needs, with weapons, the staff and experience to meet them.
Lately there has been some speculation about SolidWorks, some statements little fortunate as 'the death of SolidWorks', which have required further qualification... what you think?
The expression 'the death of SolidWorks' was taken out of context. Jeff Ray [director-general of SolidWorks at the time of making the statements] was presenting its strategy for the future. To develop it, it brought together several key employees, most of whom I have known for a long time, and proposed that "to make a product that kill SolidWorks". Somewhere, a competitor has in mind in doing so, by what I regard as very intelligent move from the company itself. A company that is capable of doing this is 'supergenial'. We have the product of the present, and we will be in the vanguard of the future... or we will be the leader. It is one of the reasons why I am delighted with the company.
From the perspective of public relations, this announcement was handled as well as the company we are accustomed?
Not exactly. The media pump was released last year to announce 'about the cloud' [1]. In the forums this turned into a mess of gigantic proportions. Things have already been settled. Bertrand Sicot [director-general of SolidWorks] has reiterated "we will continue to work with stations". There will be two more environments, but is not yet known when. The technology is there, but the infrastructure (internet and speed) has to change in a manner sufficient to allow it to work successfully.
