Formlabs: Selling a New 3D Printer

Frank V. Cespedes; Olivia  Hull; Amram  Migdal

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

Educators Purchase

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.)

Case | HBS Case Collection | October 2019

C16 Biosciences: Lab-Grown Palm Oil

Jeffrey J. Bussgang and Olivia Hull

Synthetic biology start-up C16 Biosciences wants to solve a big problem: replace palm oil, a major contributor to deforestation and climate change, with a lab-grown substitute. CEO Shara Ticku has ambitious plans to supply her lab-grown palm oil to food manufacturers, who use palm oil liberally in a variety of products from ice cream to margarine. In bringing her product to market, Ticku faces a tough decision. Should she roll out the product first in the personal care market, which has lower volumes and premium prices, or go straight for food? The meteoric rise of lab-grown meat company Impossible Foods has caught the attention of an investor, who wonders if C16 should tap into excitement about lab-grown foods to raise a Series A funding round. But are there merits to starting small?

Keywords: Entrepreneurship; Venture Capital; Supply Chain Management; Corporate Social Responsibility and Impact; Mission and Purpose; Natural Environment; Environmental Sustainability; Science-Based Business; Weather and Climate Change; Social Enterprise; Business Startups; Plant-Based Agribusiness; Agribusiness; Food; Social Entrepreneurship; Globalized Markets and Industries; Goods and Commodities; Corporate Accountability; Growth and Development; Innovation Strategy; Technological Innovation; Working Conditions; Product Marketing; Product Positioning; Supply and Industry; Product Development; Production; Corporate Strategy; Agriculture and Agribusiness Industry; Beauty and Cosmetics Industry; Biotechnology Industry; Consumer Products Industry; Food and Beverage Industry; North and Central America; Boston; Massachusetts; New York (city, NY); Southeast Asia; Indonesia; Malaysia;