Vertical Market Expansion

Understand company’s core manufacturing capabilities and product innovation resources.
Understand the needs of potential customers in markets being considered.
Research emerging markets and market trends in multiple industries.
Identify opportunities based on market potential and fit with company.
Stack rank opportunities based on company’s business model and customer potential.
Determine strategic partnerships that could expedite market development.
Establish a budget.
Develop a go-to-market plan and launch.

Building Evacuation Market

$20 million niche market opportunity identified in New York City.
300+ new products introduced in less than 18 months.
20% share of market captured.
Brought new manufacturing process in-house (compatible with existing capabilities).
Landed Home Depot as major retail channel.

Ink Jet Printing Market

$50 million market opportunity identified in emerging large-format digital printing.
Leveraged company’s materials expertise to develop line of materials for ink jet market.
Identified Fujifilm of Japan as only printer manufacturer with outdoor print capabilities.
Negotiated in 6 weeks a partnership with Fuji to resell printers with company materials.
Launched with sales rights in U.S.; negotiated global sales rights (except Japan) in 18 months.

Events Market

Leveraged ink jet printing and core products to enter market.
Generated $2 million sales in Year 1.
Reached agreement with major U.S. brewery to use printers to customize graphics for retailers.
Year 2: Negotiated $10 million sponsorship with U.S. Olympic.
- Sponsorship level negotiated in exchange for product.
- Cost to company for the $10 million sponsorship: $500,000.
- Company rejected the sponsorship.
- Sponsorship deal converted to $700,000 in sales.

Hospitality Market

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Vertical Markets