Case | HBS Case Collection | November 2016 (Revised October 2018)

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 EducatorsPurchase

Citation:

Cespedes, Frank V., Olivia Hull, and Amram Migdal. "Formlabs: Selling a New 3D Printer." Harvard Business School Case 817-001, November 2016. (Revised October 2018.)

Related Work

  1. Teaching Note | HBS Case Collection | April 2018

    Formlabs: Selling a New 3D Printer

    Frank Cespedes

    Teaching Note for HBS No. 817-001. Formlabs is a venture that manufactures and sells 3D printers used in a variety of industries and applications. As the young company prepares to ship its latest model, the head of Customer Development is tasked with developing a marketing and distribution strategy that will double sales in the next year. The case issues highlighted in the teaching note include examining and analyzing a) the go-to-market options and trade-offs available to entrepreneurs in a category where product quality is rapidly increasing and price decreasing; b) a representative evolution of go-to-market approaches in early-stage ventures; and c) new product introductions in a context where the venture faces past product-quality issues and going-forward growth and valuation goals.

    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;

    Citation:

    Cespedes, Frank. "Formlabs: Selling a New 3D Printer." Harvard Business School Teaching Note 818-127, April 2018.  View Details
    CiteView DetailsPurchase Related

  2. Case | HBS Case Collection | November 2016 (Revised October 2018)

    Formlabs: Selling a New 3D Printer

    Frank V. Cespedes, Olivia Hull and Amram Migdal

    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;

    Citation:

    Cespedes, Frank V., Olivia Hull, and Amram Migdal. "Formlabs: Selling a New 3D Printer." Harvard Business School Case 817-001, November 2016. (Revised October 2018.)  View Details
    CiteView DetailsEducatorsPurchase Related

About the Author

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Frank V. Cespedes
MBA Class of 1973 Senior Lecturer of Business Administration
Entrepreneurial Management

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