Formlabs: Selling a New 3D Printer

Frank V. Cespedes; Olivia  Hull; Amram  Migdal

Case | HBS Case Collection | November 2016 (Revised January 2017)

Formlabs: Selling a New 3D Printer

by Frank V. Cespedes, Olivia Hull and Amram Migdal

Abstract

Headquartered in Somerville, Massachusetts, Formlabs manufactures 3D printers used to print everything from prototypes and models to jewelry, dental, and sculpture molds. As Formlabs prepares to ship its latest model, the Form 2, Head of Customer Development and Services Luke Winston wonders which strategy will double sales. Should he focus on direct sales or add more channel partners?

Keywords: 3D printing and manufacturing; sales channel development; Sales strategy; entrepreneurial management; product engineering; prototype; prototyping; Entrepreneurship; Product Launch; Hardware; Business Startups; Customers; Technological Innovation; Growth and Development Strategy; Technology Adoption; Marketing Channels; Marketing Strategy; Product Positioning; Demand and Consumers; Sales; Salesforce Management; Technology Industry; Computer Industry; Manufacturing Industry; United States; Massachusetts; Europe; Asia;

Language: English

Format: Print

20 pages

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Citation:

Cespedes, Frank V., Olivia Hull, and Amram Migdal. "Formlabs: Selling a New 3D Printer." Harvard Business School Case 817-001, November 2016. (Revised January 2017.)