Alex Pagliuca Mike Fiorini Brendan Sullivan Cristina Lane Beam Precision Optics Alex Pagliuca Mike Fiorini Brendan Sullivan Cristina Lane

Company Overview Founded in 1978 by Robert and Mark Pagliuca Specialize in custom optics Family Owned for 30+ years Word-of-Mouth advertising

Strategic Focus Drastically increase Beam’s revenue Discover direct and indirect competitors Focus on the behavior of our Target Markets industries Find the market that will value Beam’s niche

Situation Analysis small business in a diverse industry provides specialized optics for metal, visual spectrums, infrared and customized orders The owner has never used advertising and has never created a marketing plan of any type. Word-of-mouth, personalizing pens, calendars, and stickers with Beam’s information

SWOT Analysis Strengths: Opportunities: Weaknesses: Threats: -Size -Family-owned for 30+ years -Strong customer base -Multiple Specializations -Elbow-Grease Production Weaknesses: -Size - Can’t mass produce -Only Marketing is Word-of-mouth Opportunities: - Venture into the market over seas - Provide a product that has hand precision vs. machine technology Threats: -Large Corporations -Economic Stability

Industry Analysis Trends: as technology grows the industry grows Sales: TBA Sectors of the industry include: Infrared: Metal: Visible: Medical

Competitive Analysis Direct: Indirect: JML Optics – Rochester, NY. Sydor Optics- Rochester, NY. Indirect: AMF optics –Woburn MA Cacore Optics – Laneport, NY

Company Analysis First year in 1980 sales - $60,000 Sales last year -- $300,00.00

Customer Analysis Chromatics ,VT – visible optics windows Affametrix/Flextronix, CA – visible optics mirrors & windows General Scanning, Inc Lumonics, MA – Reflective mirrors/prisms Flir Systems MA—Lense/Infared Irobot MA– Infrared (germanium) Leap Technologies CA – Infrared ( germanium) Axcielas MA- Lap aluminum mold plates for injections Mirror has a metal coating ( usually its silver) that reflects a laser. Windows have the coating on both sides of the glass (antireflective coating) that will filter out the undesired wavelengths. The coating is designed to only allow the particular wavelengths that are desired to hit the actual instrument to pass through the coating. Lense- deals in focal lengths (concave or convex)/ reflects light to a precision point a certain length away from the mirror. ( a flat mirror will reflect it forever)

Marketing Strategy Mission: Behavioral Segmentation of Beam’s top customers over the last 3 years Penetrate the largest feasible markets Gain 12-15% of the new market

Objectives Marketing: Financial Penetrate a market that will generate more revenue -Position the company within a market that will require the demand Beam can handle Create awareness within the various markets Financial Cost effective plan Eventually gain 25% more of the market share - Increase revenue by 30% in the first 3 years.

Target Market Currently there is no specific market Plan: To look into our top customers and evaluate their market

Competitors Unavailable until target market is defined

Positioning & Strategy Once we find the specific market we will target to then we can identify our positioning within the market. Our strategy will be based on repositioning Beam to the best spot as well as penetrating the market cost effectively

Marketing Mix Price: Low prices with High Quality Product: Aerospace, Military, Medical, Instrumentation & Control & Industrial Applications Place: Beam is located in Massachusetts Promotion: Our precise fabrications

Financials Our financial statements will include: Break Even Analysis Sales Forecast Expense forecast These statements will allow us as a marketing team to see if the launch of our strategic marketing plan will satisfy our cost effective goal

Implementing Plan Find our top customers industry and penetrate the company’s in those particular industries Positioning BEAM in a market where the demand is attainable

Controls & Evaluations This section will venture into how effective our SMP will affect the company. How we will track and record the following after the plan has been implemented: Revenue Expenses Customer Satisfaction New Product Development

THANK YOU! ARE THERE ANY QUESTIONS OR COMMENTS?