Nightsea – Fluorescence for Stereomicroscopy

The Challenge:

Nightsea’s novel stereomicroscope fluorescence adapter (SFA) promised to revolutionize the industry by driving very expensive, elaborate stereo fluorescence systems down to the lab level.  The question was:  How was this small company, which came out of sports diving, going to penetrate a market in which “The Big Four” were so dominant?  They turned to The MIP for both action and guidance.

The Impact

Dr. Charles (“Charlie”) Mazel, Founder and President, was a font of ideas, all backed with native instincts for customer and product development.  The MIP provided guidance, structure, and expertise.  Dr. Mazel’s intensive technical support coupled with The MIP’s strategic and marketing support drove strong double-digit sales growth in Y1 and again in Y2.

What we did

  1. Devised a Strategic Plan
  2. Created and implemented a full New Product launch
  3. Designed several different versions tradeshow booths to meet different functions
  4. Developed collateral including email blasts and application notes
  5. Wrote and delivered multiple press releases
  6. Played pivotal role in channel development  (a) Identified and screened potential distributors (b) Authored and delivered “Dealer Presentation” (c) Assisted in finalizing contract for Master Distributor (d) Continued in role of strategic advisor in support of this relationship

Follow-on activities

  1. Continuing role in strategic consulting
  2. Continuing creation of press releases, application notes, etc.
  3. Developed Social Media Progam/ LinkedIn  (high visibility, low cost!)
  4. Expanded Distributor development

Examples of work: