We provide strategic consulting engagements tailored towards the needs of companies participating the industrial automation sector. We provide expert guidance to teams as they pursue product development and commercial strategies to help businesses thrive in a competitive market.
Product Development
Often times, tech companies try to penetrate the market with their new technology-based product that is looking for a problem to solve. They run into trouble when they have to explain to customers why their product is a worthy investment. Conversely, we advise a market-driven approach to product development, where product teams develop a deep understanding of their customers, the problems faced by them as they deploy automation, and then the development and concurrent validation of products that solve them. With this approach, your product teams will create something that has intrinsic market value, increasing chances of market success.
Commercial Strategy
A good go-to-market strategy is a lot like a chess match. Success comes from the need to position the right assets, in the right location, and adjust them quickly according to the unique developments of that specific match.
Commercial strategies are product and situation-specific. Based on your product and the problem it solves, the place of sale, marketing language, and partnerships needed effectively commercialize your product will change. The strategy also needs to be reactive to market needs and feedback, as they are ever-changing.
We can advise you on an effective go-to-market strategy that is based on your value proposition, but more importantly, how to structure your team's behaviors around recognizing and adjusting for market feedback as it occurs.
Tailored, phase-based approach to unlocking potential.
Not sure where to get started? Contact us today to discuss your business needs and we will develop a phase-based proposal that helps you uncover your biggest opportunities.
Our Expertise
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CONSULTANT PROFILE:
Rob Hernandez
Rob Hernandez has extensive experience in the areas of product development and strategic leadership. He spent seven years working in the services division of Teradyne in both Finance and Service Product Management capacities. He was a member of the Universal Robots leadership team from 2017 to 2022. During this time, he was responsible for the development of the company’s channel selling strategy, channel program assets, commercial organizational structure, and sales/marketing tools infrastructure. In the second half of his tenure at UR, Rob led the creation of UR Labs, coaching multiple teams in using experimental means to establish product-market fit for new product ideas. After leaving Universal Robots, Rob engaged in a global leadership position at Teradyne’s Device Interface Solutions group, increasing operational efficiencies of field application engineers while facilitating the divestiture of the business unit.
Rob later joined Vention, a key channel player for collaborative robots and developer of a unique application design platform. At Vention, Rob led the hunt for establishing product market fit for Vention’s platform among automation integrators. This exploration drove several key mid-term technology roadmap decisions that will position the company to address the needs of the integrator marketspace and transform the motion control ecosystem over the next several years.
Through his engagements at Universal Robots and Vention, Rob has spoken and established relationships with countless cobot customers, solution developers, robot producers, and channel sales partners, providing him with a well-rounded understanding of the profiles and business needs of key industry players and consumer segments. He stresses evidence-based decision-making and an obsessive focus on value as he works with teams on product development.
