Midwest Mold Services Inc.
Pictured: John Hill, President and CEO
Lessen dependence on automotive sector by securing new business in new sectors
Secured $800,000 in new, non-automotive business from the website
Midwest Mold, located in Roseville Michigan, is a full service plastic injection mold building company and supplier of low volume plastic parts. Launched in 1994, Midwest Mold like many other Michigan manufacturers began as a small business led by someone with the technical knowledge to produce high quality products. “Our company grew out of the excessive demand for our expertise. We never had to look for customers. They looked for us. Now, I’ve had to learn to be pro-active in marketing which is something I never expected,” says John Hill, President and CEO.
Midwest Mold was one of the first companies to go through MMTC’s Market Diversification program. The company has also invested in a new website from MMTC. Over twelve months, the website brought in opportunities to bid and secure roughly $800,000 in new business. Hill says that before getting a website, he viewed their web presence as an online brochure and not much else. Now, however, he recognizes the benefit a website brings by serving as a sales tool that isn’t limited by geography. Both of the two major jobs that came through website inquiries were from customers located well outside of Midwest Mold’s traditional sales territory. Despite the expansion of presence that their website brings, John’s loyalty and passion rests with providing domestic tooling and Midwest is not selling overseas. As Hill puts it, “There are a lot of people asking for lower cost offshore tooling. Is that what we’re doing as an industry? No, it’s just not who I am. Our investments in marketing, website and upgraded equipment have kept us competitive and the domestic market will continue to be our focus.”
In addition to the new website, MMTC took Midwest Mold through the Market Diversification program. Through this program, MMTC “educated us in the industries we were considering as a customer base and helped us narrow it down,” Hill added. “Pursuing certain markets would require additional investment in tooling or machinery, we went for the low hanging fruit first.” Three years ago, 100% of Midwest Mold’s business was in the automotive industry; today, it is 82% automotive. Midwest Mold and MMTC have worked well together throughout the last three years. Notes Hill, “the educational training, resources and system of prospecting for new accounts were the most valuable things that came from working with MMTC. These were most helpful, not just for the diversification aspect, but for the core business as well. The investment in website optimization proved itself through actual awarded revenue.” He also said that “the access to resources that are available to Michigan businesses was an incredible find through the MMTC. I had no knowledge that there was an organization like this.”
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