More Than PLM Software: Why Startups Choose Arena as a Long-Term Partner

Bringing physical products to market is a balancing act for most startup companies. Teams are small, budgets are tight, and speed matters. Many organizations begin with spreadsheets and manual processes, but as products mature and complexity increases, those early tools quickly become bottlenecks.

To better understand when startups should invest in product lifecycle management (PLM)—and why so many choose Arena by PTC—we interviewed Kaylana Geurin and Patrick Phillips, two Arena experts who work closely with small to midsize companies across medical devices and high-tech industries.

Kaylana and Patrick, please share your professional background and experience working with startups.

Kaylana: I’ve been in sales for more than 15 years, starting out at an independent distributor of board‑level electronic components. The customers I supported back then are the same types of companies I work with today—except now I’m helping them get products to market through Arena’s Cloud PLM software. I’ve been at PTC for about eight years, and most of my customers are high-tech startups with 50 employees or fewer.

Patrick: My background is in medical device sales, where I worked with companies using Arena PLM and QMS to manage complex products. I later transitioned into selling QMS solutions as a SaaS offering for medical device manufacturers, which ultimately led me to PTC.

Do startups typically understand the value of PLM when you first talk to them?

Kaylana: It’s about fifty-fifty. Some companies have Arena alumni on their team—people who’ve used PLM before. These individuals understand the value. Others are brand new and have never heard of PLM.

In those cases, a big part of our job is education. We explain where PLM fits across engineering, operations, manufacturing, and supply chain and why it’s something they’ll need sooner rather than later.

Patrick: On the quality side, many people understand PLM conceptually, but they’re not daily PLM users. They’re focused on quality systems, not engineering or operations. So, a lot depends on who you’re talking to and the degree of product complexity. The teams who have used a PLM in the past find themselves unable to live without it, especially as the devices get more complex or there are many devices to manage.

When is the right time for a startup to invest in PLM?

Kaylana: Most startups can get by without PLM for a short period, especially when teams are small and processes are simple. But once they start scaling, adding employees, working with contract manufacturers, or ramping production, manual processes start to break down. Spreadsheets lead to errors, rework, scrap, and inefficiencies. If your company is making high-tech products, PLM is inevitable.

Early PLM adoption gives companies many advantages. Implementation is easier, less expensive, and less disruptive when you haven’t compiled years of messy data. It also sets them up for success as they grow.

Patrick: I see something similar, especially with medical device companies. Many can get through prototyping without PLM, but once they release a product for production (i.e., revision one), it becomes critical to lock things down. By the time you’re trying to manage revision two, the lack of structure really starts to hurt.

The further you get into product development without a system in place, the higher the risk and the more costly mistakes become.

How do regulatory requirements influence the decision to adopt PLM?

Kaylana: Not every high-tech company starts out highly regulated, but many still need help complying with specific standards like RoHS or REACH. As their product portfolio expands, regulatory requirements can shift quickly. A company that doesn’t need FDA compliance today may require it tomorrow, or face ITAR obligations when moving into aerospace and defense. Arena supports that progression, which is why scalability is such a big part of the conversation.

I always ask prospects: how will this solution work for you today as a five-person company, and how will it work in five or ten years when you’re much bigger?

Patrick: Regulatory requirements are a major driver in the medical devices industry. Design controls, documentation, and traceability are essential. Companies can’t afford to treat them as an afterthought. Patients’ lives are at stake, so everything must be done accurately and consistently from ideation.

Some PLM platforms look like a good deal due to their low upfront cost, but that doesn’t always hold up. Where do you usually see gaps emerge?

Kaylana: Solutions with a low upfront cost can look attractive at first, especially for early-stage companies. But many of them are stopgaps. They don’t scale, and they don’t include the support startups need. Furthermore, you end up paying more in the long run for system maintenance and upgrades. We often see companies come back to Arena six months later after realizing they chose the wrong solution.

The question I ask is: do you want to spend time and money implementing something twice? Or would you rather invest in a system that grows with you?

Patrick: Cost sensitivity often reflects a company’s financial reality. While some startups are well funded, others must direct most dollars toward product development or clinical trials. Regardless of budget, systems that are difficult to implement or maintain can hinder progress rather than support it.
Also, many PLM providers simply can’t match Arena’s level of customer support. Our medical device experts don’t just advise customers—they’ve used Arena themselves to successfully bring highly complex medical devices to market. That real-world experience is available to customers from day one, helping set them up for success faster.

What should startups look for when evaluating an enterprise PLM solution?

Kaylana: Startups need an enterprise solution that is affordable and scalable, enabling them to start simple and grow over time.

Patrick: From my perspective, strong revision control and change management are foundational. Beyond that, customer success and implementation support are critical. An enterprise solution must scale operationally, not just technically.

System integrations also matter. Arena’s extensibility gives startups flexibility as their technology ecosystem evolves.

Why do startups switch from systems like Propel, Duro, or OpenBOM to Arena?

Kaylana: On occasion, we’ve seen companies select some of these tools as a short-term option. They understand that the systems won’t meet their long-term needs. In some cases, teams struggle to get these solutions live.

And it’s not just functionality; it’s the relationship. Customers often tell us they felt they got “fluff” from other vendors instead of real guidance. When they couldn’t obtain help or even a response from the support team, that was the breaking point.

Patrick: Every situation is unique, but common issues include unreliable integrations, corrupted data, and revisions falling out of sync between their Onshape CAD and PLM systems. Some tools introduce hidden costs, with things like security features or validation becoming expensive add-ons later.

How does Arena’s support model stand out for startups?

Kaylana: Support is a huge differentiator. Arena customers have access to experienced technical support, solution architects, customer success, and account management—all without paying extra for every interaction. Many competitors charge separately for this ongoing support.

Additionally, our experts tailor PLM/QMS demos and environments to reflect how each company works. That hands-on approach helps startups evaluate the solution more effectively and onboard with confidence.

Patrick: Another important factor is industry expertise. Arena’s customer success and solution architect teams have decades of real-world experience bringing products to market in regulated environments. Customers get proven best practices and practical guidance from people who’ve been in their shoes.

Any final thoughts on why startups choose Arena?

Kaylana: It really comes down to the relationship. Startups want more than software. They want a long-term partner who’s honest, experienced, and invested in their success.

Patrick: Exactly. Arena helps startups build structure early, reduce risk, and scale with confidence as their products and businesses grow.

Thanks to Kaylana and Patrick for sharing their insights!

If you’re a startup bringing new products to life, having the right foundation is key. Join the Arena PLM startup program to move faster and scale with confidence. Click here to get started.