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Launch Team Blog

Eating the Elephant: Marketing Tips for Product Managers

More than a Product Manager

The role of the product manager is increasingly important in industries like medical devices, where time to market is accelerating, and optics and photonics, where emerging markets are driving demand for product innovation.  

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Topics: Marketing Strategy, Business Insights

Product Launch in Emerging Markets: How One Entrepreneur Found Success after a Year and a Half of Flying Drones

Successful entrepreneur Brian Pitre became fascinated with the UAV market in 2012. With a business partner and enough capital to cover a discovery phase of six months, Pitre traveled the country flying drones, meeting other early adopters of this new technology, and looking for the right opportunity to invest in this new high-tech market. Six months turned into 18 as Pitre saw the tremendous growth potential of the UAV market.

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Topics: Business Insights, Product Launch, Market Research

Entrepreneur to Entrepreneur: Scalable Sales & Marketing Models

At a recent panel discussion, I was asked to share experiences in sales and marketing with an audience of Entrepreneurs’ Organization accelerator founders, along with fellow panelists Don Davis of Empire Automation Systems and Ron Valentine of ITX.

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Topics: Business Insights, Sales, Marketing Strategy

Looking Back at XPONENTIAL 2017: UAV Market Trends and Implications

Last spring, Michele Nichols and Aimee Schenck attended AUVSI XPONENTIAL, the prominent unmanned vehicle conference and exhibit, where some of our clients were presenting technical papers. Our team was also there for market intelligence, looking for market fit and viability for many of our component manufacturing clients. Even if you aren't ready to exhibit at a show, you can learn so much about the upcoming industry trends by simply walking the floor. Here are a few of our takeaways from last year's show:

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Topics: Business Insights, Positioning

Commercial Autonomous Aircraft Market: Three Lessons on Customer Research

In our last post, we discussed the growing interest in commercial applications for compact unmanned aircraft, or drones. Imaging, in particular, presents a real opportunity for optics and photonics component manufacturers. This emerging UAV market provides important lessons on the criticality of understanding and anticipating the needs of your target customers. Here are three things to remember:

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Topics: Business Insights, Positioning, Market Research

Applying the 80/20 Strategy in Advanced Manufacturing


The 80/20 or Pareto principle is a long-standing business strategy that a lot of companies are applying right now to increase profit margin. Classic examples of the 80/20 rule include the burgeoning growth of American manufacturers such as Illinois Tool Works, which grew from $300M to $18B by applying the 80/20 business model. Books like The 80/20 Principle by Richard Koch made the best seller list, focusing the common Pareto Principle on highest margin work to create competitive advantage.

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Topics: Business Insights, Client Relations

Gaining Traction in Emerging Markets: 10 Keys to Early Sales

Marketing Strategies for UAV, LIDAR, and Emerging Automation Markets

With this year's show coming up, we looked back at the success of AUVSI Xponential 2017, the conference for unmanned technologies, drones, and robotics. The show featured more than 650 exhibitors and more than 200 courses covering the future of unmanned systems in energy, defense, automotive, wireless communications, and other industries.

Exhibitors and attendees, from optoelectronic component manufacturers to lasers and system integrators, had many common questions:

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Topics: Marketing Strategy, Business Insights

If You’re Treating Strategic Planning as an Event, You’re Doing It Wrong [Infographic]

Effective strategic planning clearly establishes company goals and how you will meet them. It’s not something you discuss once in a meeting and then set aside; it’s an ongoing process with many moving parts. From regular budget checks to sales and marketing alignment to branding, you and your team should periodically revisit the different aspects of your strategic plan.

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Topics: Strategic Planning, Business Insights

Define Your Strategic Plan in One Word

 

A Word to the “Whys”

You’re starting 2017 with a whole bunch of New Year’s resolutions for your business, gung-ho about your strategic plan. (Don’t have one yet? Download the one-page business plan.) A great plan has a clear vision and mission, a unique value proposition, measurable goals, and actions with accountabilities.

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Topics: Marketing Strategy, Business Insights

Marketing a Medical Device 101

 

With rising trends in the medical device market such as 3D imaging and telemedicine, the consumer need for information is higher than ever. This article explains the basics of medical device classification and how to make sure your marketing adheres to FDA regulation.

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Topics: Medical Device, Business Insights