A startup must build and maintain an ecosystem of investors, partners, suppliers and other stakeholders in order to get off its feet. With little to negotiate critical relationships, startups must be skillful and persistent and leverage their intellectual property. We use WebTV as an example.

Relevant Texbook Chapters Chapter 5 Technology, Innovation and Timing Chapter 15 The Management of Operations Chapter 19 Presenting the Plan and Negotiating the Deal
Discussion Questions 1. How did WebTV define its critical ecosystem of partners, investors and stake holders? 2. What were Steve Perlman's greatest strengths and weaknesses in negotiating with stakeholders? 3. What are the key differences between negotiating a transaction and negotiating a relationship? 4. What are WebTVs three most important terms to ask Sony for? What is the case vice-versa?
Alternative Case Study: Danger Inc. Danger has a complete solution that enables wireless carriers to offer innovative and affordable voice and data products to their customers over next-generation networks. It must now build a portfolio of strategic relationships that would help bring its technology to mainstream markets.