The rules according to Wynyard

The rules according to Wynyard

There's no official playbook for taking fast-growth companies to the world, but crime protection and risk management specialist Wynyard Group has given it a good crack.

The company that started as an offshoot of Canterbury's Jade Software is not one to muck around in bringing new products to market and its ambitions are lofty.

It operates at the intersection of mega-trends, looking for categories without a market leader or categories it can create. And if it can't make serious money from a product in 12 months it's not worth doing.

The opportunities it hunts are those that could be worth $1 billion and that offer double digit growth potential.

"We've got this rulebook that makes sure we're investing time money and thinking, and our strategy is driven by, things that are going to make money for us as a company," says CEO Craig Richardson. "Over the last couple of years we've got very good at finding the things we're investing in and things that are for someone else to do. We're not looking to do what everyone else is doing, if we're just doing what IBM and Thomson Reuters are doing, we're never going to win."

And Kiwi tech firms that want to take a leaf from Wynyard's rulebook should know that Kiwi ingenuity isn't necessarily a strong marketing platform.

Richardson says the world doesn't care if innovation comes from New Zealand and our companies need to market based on relationships and standards.

"There are lots of innovative companies with bigger marketing budgets. We should continue to believe we're innovative.

"It's relationship driven. Many customers aren't coming to come to New Zealand to see our development shops. We have to be better than they can buy anywhere else. We're seeing customers buy outside the US in products I've never seen them buying before. There's an openness to working with companies outside the US."

The company began with three to four products in its portfolio, which it converged into a platform to launch a conveyor belt of products, says Richardson. It brings them to market quickly but is just as disciplined about withdrawing them if they're unsuccessful, he says.

Wynyard is playing in a fast growing market: Richardson says transnational organised crime is now an $870 billion business.

Wynyard has carved out markets among governments, financial services and national infrastructure providers that commonly have lots of data, reputations to protect and information that could be leaked or sabotaged. And its relationships with industry and experts set it apart among software vendors, Richardson says.

It has R&D relationships with the University College of London and has established an independent advisory board including a former FBI staffer and two from London's Metropolitan Police.

In July it raised $65 million via an IPO. The security alliance it formed with Gallagher Group, Tait Electronics and Endace to collaboratively market themselves and their sector offshore has combined revenues of $350 million and 2000 staff.

But it's not all about money and numbers, Richardson says. It's also about furthering a cause that can make a difference.

"We wanted to engineer something that really mattered, that wasn't just about the share price. We spent months trying to engineer what would be the cause that would drive the company, and that people lived and breathed.

"We deal with drug traffickers and human traffickers and issues around money laundering. We deal with data privacy issues. So actually attracting people that have a bigger agenda than just profitably has been pretty easy for us."