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Laser Light go!-Report

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Info goBRANDgo

on 17 August 2018

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Transcript of Laser Light go!-Report

Diversify customer base
Customer Experience and Explain/Show Value
Grow revenue and EBITDA (proactive client sourcing strategy)
Cross/Up Selling Strategy/Systems
Expand internationally with clients
Develop systems integration side of business
Grow capabilities for increased R&D
Strategically define niche
Experience in working with similar size/type of clients
Similar cultural values and focus
Referred by trusted source
Systematic, brand, marketing, and website process
Have the ability to bring in and collaborate with strategic partners
Strong online capabilities with "in-house" staff to execute
Process driven marketing approach
Marketing with sales expertise and background
Experience collaborating and co-managing projects with internal experts
Focus on efficiency without sacrificing quality
Strong financial focus on marketing
Life Science Industry
Medical Devices Manufacturers
Technology Industry (microelectronics niche)
Existing manufacturers of similar products looking to outsource
Companies looking to bring laser micromachining in house
OEM Laser manufacturer
Consistency of workmanship and reliability
Ability hold "tolerance levels" at scale/quantity needs
Help R&D custom products for specific applications
Attention to detail
Passion for laser manufacturing and client engagement
Grow with companies
Willingness to invest in growth of systems and products
Constant R&D around processes and equipment (automation of robot line)
Brand name
Few providers
Ability to manufacture for less cost and higher quality than in house
Responsiveness- speed to quote and/or spec
Don't know about Laser Light
Cost- don't understand value
Seem small
No clear differentiating message
Don't think Laser Light is capable of what they need
Increased profit and revenue
Adding new contract manufacturing customers
Engaged employees
Systems integration job
Awards for supplier excellence and innovation
Client feedback on applications of success
Brand recognition in laser machining/manufacturing space
Place where you bring "idea to life" through systems manufacturing
: competitors stake claim to your targeted expansion markets and you have to spend 2x-3x more later to unseat the incumbent with lower odds of success
Hire a "Consultant" or Freelancer
: consultants are great at telling you "what" to do, but not "how" to do it. They also don't execute, just direct. Freelancers are a great lower cost alternative, but you have to lead and direct them. With freelancers you have to have a good internal quarterback who can ensure every deliverable is on brand and consistent.
Creative Shop
: can often take a design-first approach as opposed to working backwards from business goals, which can lead to a very pretty, but strategically ineffective marketing campaign
Handle Internally
: pulling resources away from non-core competency work; vendor vetting & management has a large learning curve and is very expensive
Spread among current staff
: nobody’s job to focus on your growth goals reduces accountability and priority which leads to things being halfway done at best
Hire employee to “run” marketing
: take on additional non-core competency overhead expense - soft costs of time distraction from ownership/management to hire, train, manage with the risk of wrong hire or turnover and having to do it again, coupled with hard costs of salary, taxes, benefits, equipment, space, etc.

Starting Salaries
- Entry-Level: $45,000; Mid-Experienced: $70,000; Experienced: $120,000+
Tradeshow strategy
Customer submissions for presentations
Scheduled meetings at show
Public speaking and industry presentations
Direct "Bulky" mail campaign
PR - be seen as a thought leader in the industry
Search Engine Optimization
Blog posts and submitted articles
Social media engagement strategy
Strategic Consulting
Project Management
Social Media
Written content creation
Website Development
Google and online listings expert
Media Pitching
Find out if we have a good handle on your business and goals and are on the right track with our budget and ideas.
Traditional & Online PR
Email Marketing
Marketing Automation Software
Event Planning
Graphic Design
Survey Design and implementation
Trade Show Planning
Why We're Here...
1) Your Overall Needs, Objectives, & Goals:
2) goBRANDgo! was invited because we fit
3) Today, to see if we're the right fit...
Why They Buy:
Why They Don't Buy:
Success Looks Like:
Cost of Alternatives:
Our Approach
Brand Platform
Company & Customer Focused Research and Plan
Strategy & Execution
Project Management, Tweak & Repeat, Vendor Management
Graphic Design Online/Offline
Establish Brand Platform
Awareness & Acquisition of Q^2 Leads & Employees
Nurture & Convert Prospects & Employees
Repeat/Retain/Refer Clients
Vendor List to Execute:
Next Steps:
1. Did we prove ourselves?
2. What concerns do you currently have?
3. Do we look like a good fit so far?

some/part of your buying criteria which is:
Whitepapers with marketing automation
Anonymous visitor tracking
Cultural videos
Employee Engagement Events
Branded "Employee stories"
Submit your project plan- estimator or feedback system
Quarterly and Yearly reporting and PowerPoint presentations for buyers/customers
Customer/Employee appreciation campaigns
Center of Influence referral campaigns
Trade show engagement process
Life saving stories and other submissions of applications from clients
Non-profit support and advertising around company
User path mapping on website
Case studies of clients/projects
Infographic of manufacturing process
Video of culture and team
Laser machining applications
Resource center for engineers and designers
Proactive Online chat
Updated website
Updated marketing collateral
Outbound email campaigns
Paid search campaigns
Industry referral groups
Ads in industry email newsletters
Industry association engagement
Linkedin/Facebook group management
Comparison video of lasers
"Engineer with us" or "Engineering University"
Brand Messaging Exercise
Competitor Analysis
Ideal Client Personas
"Day in the Life" interviews
Value of a New Customer:
Current Closing %:
Growth Goals:
New Contract Manufacturing Client- $100k+
New "Systems Integration" Client- $1-5 million
Lifetime value of Clients: $?
Visit/Chat to Inquiry- 5%
Inquiry to Quote- 30%
Quote to Close- 17%
Top Line Revenue 2018: $8 million
Top Line Revenue 2022: $25 million
Increase Customer Diversification in 2018: $1 million
New Customers Per Year 2018: $500,000
EBITA: 34%
Closing Ratio +
# of Opps =
Customers w/
Cost of Acquisition =
Revenue & Profit
Unique Selling Proposition
Brand look (website, ads, print, etc)
Marketing plan
Full transcript