Michele N. Nichols
President at Launch Team Inc
SPIE Involvement:
Instructor | Startup Challenge Mentor
Course Instructor
WS1093: Going Pro - Marketing Essentials for Sustainable Business
This course is about long term business success. Going Pro is about establishing the processes and systems that ensure profitable, sustainable growth for best-in-class tech companies. It’s also about attracting the right customers for the right reasons and continuously and quickly responding to changes in customers’ needs and wants. For many in our industry, sales and marketing are homegrown. Industry demand may have driven your sales through the roof, but this also causes concerns about predictability and revenue mix. A primary goal of this course is to engineer a product development strategy and marketing process that is effective, modern, consistent, and measurable, and that will allow you to compete against the larger players in your industry. Examples are taken from optics, imaging and instrument companies ranging from $1M to $150M in revenue which are experiencing year-over-year growth upwards of 100%. Anyone who wants to answer questions such as, “how do I attract the right customers?” and “how do I know what I’m doing is working?” will benefit from taking this course.
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