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INNOVATORS VS COVID 19

Natasha Baker the CEO of SnapEDA is on a Mission to help Engineers Design Electronics Faster and Improve the World Through More Impactful Products

Natasha Baker SnapEDA

First of all, how are you and your Family doing in these COVID-19 Times?

Natasha Baker: We’re all safe and healthy, thanks for asking! My fiance and I decided to book a vacation home these last few months in nature to get through the pandemic more comfortably. We feel incredibly thankful to have the company of visiting deer and wild turkeys, even though we miss fellow humans!

Tell us about you, your Career, how you Founded or Joined SnapEDA

Natasha Baker: The original idea came from my own challenges designing electronics. As an electrical engineer, I decided to start SnapEDA – a search engine for electronics design – to solve key pain points in the electronics design process. Today, over a million engineers use our search engine to save time on their electronics designs and discover new components. Our mission is to help engineers design electronics faster by removing barriers for them, and in doing so, we hope to improve the world through more impactful products.

How does SnapEDA Innovate?

Natasha Baker: To innovate, you need to take action on your ideas and be OK with failing. Some ideas will be hits, and others will be flops. No one gets it right 100% of the time, and for this reason, it’s important to experiment and test out new ideas. To be effective, we try to find the leanest way to essentially rule out an idea; we want to spend the least time on flops so that we can divert that energy to the ideas gaining the most momentum.

At our company, we are constantly testing out new ideas in lean ways. We use data and qualitative feedback to determine whether or not to continue investing in these fledgling ideas, which we then implement more fully.

How has the Coronavirus Pandemic affected your Business, and how are you Coping?

Natasha Baker: We’ve been extremely lucky to have weathered the storm quite well, which I believe is due to a broader trend in our industry whereby there’s increased demand for electronic components.

For example, we’re seeing increased activity across industry verticals like medical devices, networking equipment (you know, to power all those Zoom calls we’re all doing), and data centers. As a result, we haven’t seen a slowdown in design activity.

Did you have to make Difficult Choices, and what are the Lessons Learned?

Natasha Baker: We run a lean operation at all times, so luckily we haven’t had to make any tough decisions when it comes to team members.

We did re-evaluate all our expenses as soon as the pandemic started gaining speed here in the U.S., as a preventative measure.

We feel incredibly fortunate that our industry has been resilient throughout these tough times and sympathize with those who have been affected by this pandemic, including local business owners.

How do you deal with Stress and Anxiety? How do you Project yourself and SnapEDA in the Future?

Natasha Baker: A lot of times, stress and anxiety can arise in an organization when you don’t have a clear picture of where you are, or where you’re heading. One thing we’ve done to surmount this is to ensure everyone shares their KPIs, as well as their objectives and key results (OKRs) upfront in meetings. It brings me great calm to start off meetings understanding where we’re at, and knowing that we’re focusing our time on discussing the right things.

Who are your Competitors? And how do you plan to stay in the Game?

Natasha Baker: Our biggest competitor is “not-invented here” syndrome – ie. the inclination for engineers to want to create their own computer-aided design (CAD) content.

We’ve totally changed the paradigm when it comes to sourcing CAD content online, but of course, there are still engineers who are skeptical. To surmount this, we have newly patented verification technology that communicates to engineers a sort of “report card” about the quality of our content. This is just one example of how we are innovating around giving engineers transparency and confidence in third party content.

Where can People Learn more about SnapEDA?

Natasha Baker: If you’re a hardware engineer, check out http://www.snapeda.com.

If you’re an electronic component supplier, checkout http://insights.snapeda.com.

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