By Irwin Speizer
Thomas Jefferson fancied himself an inventor and innovator, and he wasn't
bad with a quote.
Here's one: "I have sworn upon the altar
of God eternal hostility against every form of tyranny over the mind of
man."
Jefferson, who had to write by candlelight, might appreciate
how the citation is displayed today carved in a band under the
dome of his memorial in Washington and illuminated with energy-efficient
light-emitting diodes manufactured in a high-tech clean room in Durham.
Consumers aren't likely to recognize its name, but electronics manufacturers
worldwide know Cree Inc. as one of the top three or four sources of LEDs
used in everything from traffic signals to message displays on wireless
telephones.
About 58% of Cree'ís revenue in the fiscal year ended
June 2002 came from LEDs. But there's more to Cree than light, though
describing some of its products is about as easy as catching beams from
an LED.
For one thing, the mix is changing, testimony to the company's
commitment to research and development. Cree expects 70% of this year's
sales to come from products it developed or invented in 2002.
While the
new products include LEDs, Cree also develops and makes devices from its
patented process for fabricating semiconductor wafers from silicon carbide
and gallium nitride.
They're used in power transmitters and in lasers
for next-generation DVD recorders. It also makes silicon carbide crystals,
which look and feel remarkably like diamonds, for the gemstone and jewelry
markets.
And Cree is working on new LEDs that will be bright enough to
compete with light bulbs.
What sets Cree apart from many research-oriented companies is its unflinching
focus on the bottom line.
Its research engineers work beside production
workers, doing double duty finding ways to squeeze costs and increase
efficiency. "We are a company that understands how to take fairly
immature technology and put it into high volume and make money at it,"
President and CEO Chuck Swoboda says.
"If you think about it, traditional
manufacturing companies aren't considered very innovative. R&D
companies aren't very good at making things and making money at
it.
We are an R&D company that has an unbelievable focus on making
a product and selling it and making money at it."
All
of which are reasons why Cree is Business North Carolinaís
High-Tech Company of the Year, presented by the magazine and KPMG
LLP. At a time when slow sales, layoffs and cutbacks are the norm
for high-tech companies, Cree got through the 2001-2002 slump without
reducing employment and, though it lost money last fiscal year, it has
surged back.
In its second quarter, which ended in December, it grossed
.7 million, a 16% increase over the same period a year earlier, and
netted nearly million.
For its first half, it grossed .5 million,
up 25%, and netted .9 million ó compared with a million loss
for the same period the previous year.
"They seem to have weathered the storm well," says Jim Nichols,
one of four judges and until recently the N.C. Commerce Department's
manager of electronics and information-technology development.
Jeff Reid,
executive director of the Center for Entrepreneurship and Technology Venturing
at UNC Chapel Hill, notes, "The percentage growth they had was phenomenal
at a time when most high-tech is not doing well at all.
I believe their
technological innovation has been a key to their success. They keep producing
a product that companies want to buy."
"They're a technology leader and have shown a commitment
to that by reinvesting a significant percentage of their revenue back
into research and development," says Jim Davis, senior vice president
and chief marketing officer of Cary-based SAS Institute, last year's
winner.
"Their innovation, backed by a solid vision, has transitioned
them from pioneer to industry leader." Adds David Kinney, the fourth
judge and BNC editor-in-chief and publisher: "Not only that, but
a world leader born in our own back yard."î
The judges selected Cree from the annual ranking of top tech companies
that KPMG compiles. "This has been a difficult year for many businesses,
technology companies included," says Brad Hurrell, the partner in
charge of the the list, which Cree capped.
After all, the tale of how
Neil Hunter, his brother Eric and a trio of scientists from N.C. State
University turned a scientific breakthrough into a manufacturing company
already is legendary in Tar Heel tech circles.
Neal Hunter was a 25-year-old engineering graduate working in his first
real job as an equipment salesman when he teamed with his brother, Eric
(also a State engineering grad), to put scientific research they had encountered
at the school into production.
They recruited three scientists from N.C.
State who had figured out a way to successfully fabricate silicon carbide
wafers, which must be produced at temperatures above 3,500 degrees ó
heat so searing that controlling impurities and defects is nearly impossible.
Even microscopic defects or impurities ruin semiconductor wafers. In many
ways, silicon carbide is considered a superior material for semiconductor
uses than plain silicon because it can withstand higher temperatures and
operate at higher power.
In 1987, with patent licenses from State for the new silicon carbide
techniques, Hunter and his brother maxed out their credit cards and took
out second mortgages to raise about 10,000 for the startup.
"It just seemed like the thing to do," Hunter says. Yet, "there
was always at least one person on the team saying, 'We can't
do this. This is nuts.'
Fifteen years later, the company
has about 1,000 employees and its stock, even after the economic slowdown,
has a market value of more than billion.
Cree has managed to grow without
taking on debt, financing its expansion with a combination of stock offerings
and reinvestment of earnings.
"Cree has always been cash-flow positive," says Jim Reed
Jr., an analyst with Reed Global Advisors in Bellevue, Wash. "They
have been smart with their money."
Lately, Cree has been cashing
in on the wave of new hand-held wireless devices that use LEDs for their
miniature monitors. While most of the telecommunications industry is struggling,
the one thing that is selling briskly is the mobile telephone with a tiny
color monitor ó a device that uses LEDs.
Ram Kasargod, analyst with Morgan Keegan & Co. Inc. in Memphis, says
one of Creeís greatest achievements has been to prove that it can
go toe-to-toe with Asian manufacturers and come out the winner in a commodity
market. Cree's fiercest competitor for LED sales is Japan's
Nichia Corp.
And there are more coming. ìOne of the concerns is,
can competition from Southeast Asia impact Cree?î
Just how competitive and tough are Cree and its boyish-looking, 36-year-old
CEO?
One of the companies it battles is San Jose, Calif.-based Lumeleds
Lighting, which has as its director of sales and marketing one Mark Swoboda,
who helped his younger brother land his first high-tech job at Hewlett-Packard,
which later spawned Lumeleds.
Chuck Swoboda is repaying the favor by trying
to snatch away Lumeledsí business. ìItís a good, healthy
sibling rivalry,î he says. ìOf course, I want to be winning.î
Mark Swoboda, the only other boy among six siblings, is a decade older
and recalls his younger brother constantly hanging around and wanting
to emulate him.
Their demanding father, the sales manager of a plumbing-and
heating-supply company, stressed the importance of education and achievement
and let the younger kids know each was supposed to try to surpass the
one who came before.
"Our dad was always about taking responsibility,î
Mark Swoboda says. ìBut he did it in a subtle way, always wanting
us to take on more responsibility and be goal-driven. Thatís what
started it all.î
Their house in the Chicago suburb of Waukegan sat on an acre lot, and
when mowing the lawn fell to Chuck, he quickly came to understand that
he had to cut the grass precisely the way his old man wanted.
His brother
recalls Chuck finishing the job, deciding it wasnít quite right
and running the mower over the whole thing again.
The real push for achievement came in local schools, where Chuck was
the fifth Swoboda to pass through. ìJust about every teacher I ever
had had always had one of my brothers or sisters before me, and they always
told me how good they were.
It was always a goal to do better. There was
that natural inborn rivalry of a family unit.î
Mark Swoboda was the first in the family to get a college degree. When
it came his turn, Chuck followed Markís path to the engineering
program at Marquette University in Milwaukee.
He was still working on
his bachelor's in electrical engineering when the Hunters founded
Cree. After graduating in 1989, he again trailed Mark, this time to Hewlett-Packard
in San Jose, Calif., where he was hired to do marketing with an emphasis
on engineering.
His little brother, Mark recalls, quickly established
himself as not just bright and driven but someone who delighted in taking
risks and doggedly pushed new concepts and products. One that he stumbled
upon was a new way to use LEDs in mobile telephones.
He managed to get
Motorola interested, which led to the first generation of its flip phones
with an alphanumeric display. ìIt was a custom product and it was
high-risk,î Mark recalls, ìbut the return was very good for
H-P.î
In 1993, Cree went shopping for a product manager to run its blue LED
production. When it hired Swoboda, the company had about 30 employees.
His workaholic ways and detail-oriented management style complemented
Hunter, the self-styled company visionary.
Swoboda was promoted to president
and chief operating officer in 1999, taking on much of the day-to-day
operations. When the high-tech slump hit in 2001, Hunter stepped aside
as CEO in favor of Swoboda.
In high-tech terms, it was a move toward youth
and vitality. Swoboda was 33; Hunter, who still serves as executive chairman,
was 38.
Under Swoboda, Cree opted to ratchet up R&D spending, from million
in 2000 to .2 million in 2002, shifting jobs out of manufacturing and
into research instead of cutting the employee head count.
It was an expensive
move at a time when Creeís sales slipped along with the rest of
the high-tech industry.
In the companyís fiscal 2002, it recorded
a net loss of .7 million, following a profitable fiscal 2001, when
net earnings totaled .8 million.
But when sales and earnings rebounded
in the first half of fiscal 2003, in part due to some of the new products
that Creeís researchers had developed, Swoboda got instant vindication.
The companyís performance even converted skeptics such as Reid,
the analyst. ìI had a sell rating on the company for a long time.
I thought they were way overvalued. Then, in these last two quarters,
they really hit their stride. I am becoming more of a believer.î
Still, Cree continues to operate in a very narrow market, which makes
it vulnerable if something happens to one of its customers.
In 2002, 64%
of revenue (excluding government contracts) came from five customers who
primarily buy its LEDs. That percentage is likely to increase.
On April
1, Cree announced that one of its big five, Japanís Sumitomo Corp.,
had agreed to buy million of Cree LEDs through June 2004. It is Creeís
largest deal ever ómore than four times what Sumitomo purchased
in the 2002 fiscal year.
Swoboda understands that the companyís long-term health depends
on broadening its customer and product base, which means finding another
high-tech hit in its group of newer products.
He likes each of the emerging
products ó the DVD laser, the amplifiers and the rest ó and
ticks off, like some sort of marketing mantra, the advantages each can
offer customers: more efficiency, higher capacity, lower costs.
But the key to the companyís growth might well lie in that subdued
lighting found in the Jefferson Memorial, which only hints at the potential
for LEDs in general-purpose lighting ó a -billion-a-year market.
Much of todayís lighting still uses the incandescent bulbs that
Thomas Edison invented more than a century ago. LEDs use far less energy,
put out less heat and
last longer. The trick is to find ways to make them
bright and cheap enough for general use and to sell homeowners and businesses
on installing LED fixtures.
Analysts agree that a major shift may be coming and that Cree is one
of the companies that will be battling to be a leader in that change.
Thereís no guarantee, of course, that LEDs will be the technology
that takes over. But if Creeís gambit succeeds anything like that
of the original blue and green LEDs that launched the company, the potential
payoff is vast.
Millions, even billions, of dollars of new business is what Swoboda is
hoping for. After all, making money out of research is what Cree has always
been about. "I think what the founders of this company understood
was that the only reason to work this hard at something is if you turn
it into a real business."
Those words might have sounded strange
coming from Jefferson, who delighted in dabbling and died deep in debt,
but they serve as a guiding light for Cree.
This article originally appeared in the May 2003 issue of Business North Carolina.
Cree Inc. can be reached at http://www.cree.com.
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