Alara, Inc., Fremont, CA
Category : Channel Development, Sales and Marketing
Markets: Medical, Veterinary, Security and Industrial
Alara was a 10 year old company with a product line that was sold to dental and security markets. The company had no brand recognition as the product line was sold through 2 distributors who in turn sold the product under their own names. NeuVisium (previously LaunchCommand) was brought in to help redefine the company direction, define new markets and build a sales and marketing organization.
A strategy and game plan was put together to accomplish the following three objectives;
- Position the company product portfolio to enter new markets.
- Partner with complimentary support technology providers to provide complete solutions
- Enter unique markets quickly where regulatory requirements were minimal
The company started by identifying international channel partners where they could enter three new verticals in medical, veterinary and NDE with minimal investments. Since the localization efforts and regulatory process for medical products takes at least 6 month, the emphasis was to build the channel for veterinary markets first. This allowed Alara to start generating revenues immediately while investing in channels to help them build their sales and service capability.
Within a year Alara had built distribution channels in Europe, Asia, Latin America and Australia, and within the second year the company had built a formidable global distribution channel with product distribution in twenty five plus countries.
This strategy and execution plan also allowed Alara to build a brand presence across the globe and become a market leader in Spain, Germany, France and Mexico.