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BizVoice/Indiana Chamber – November/December 2017
messaging, people are registering and giving you their information.”
A kickstarter campign, public relations efforts and affiliate
marketing programs are among the additional efforts. “We’ll flip on
our own e-commerce platform. We’ll get units in December and ship
in January. Now, we’re on on our own skis and we’re going to floor
it. A lot of big brands ignore what buyers are saying.”
Wyatt chimes in with the reminder, “It’s not only that we are
transitioning to that stage, but we’re not stopping what we already
started. We’re not slowing down engineering, innovation or research.”
Seeing is believing
Another contributing factor to the ongoing – even building –
anticipation is people being able to wear the products and experience
the benefits.
“What’s exciting right now is that the technology is starting to get
recognized by a lot of people. People are seeking us out,” Wainscott
shares. “When you have an opportunity to display the technology to
the people we want to get to and they’re excited … that just means
we’re going to get there.”
Rizzo poses the questions: “How do you sell a smell? How do you
sell a feel? It’s a challenge.”
Wyatt: “We use the phrase experiential a lot. It’s one thing to see
this online, on video or read the content. It’s one thing to do that and
kind of get it. It’s a whole other thing to experience the technology.
These guys (during a recent visit at one of the leading health care
organizations in the world) were very informed when we got there.
When they physically wore it, it was – I don’t know how to describe
the reaction.”
A final contract is not in place (as of the deadline for this issue)
for a wearable calf product to be used for medical purposes. But the
day after Wyatt and Wainscott made that trip, they received very
positive feedback about the intent to move forward.
Wainscott describes the in-person atmosphere and reaction.
“They were very cordial, professional and interested in engaging
on the front side. That just continued at another level when we were
there – to the point of when we walked out and I said (to Wyatt),
‘They were selling us.’
“The other point where we knew they were interested was the
statement: ‘You have the decision-makers right here. There’s no
committee. We decide how this moves forward.’ ”
Wyatt details that the medical calf application is being prioritized
due to the high level of interest. It will complement the direct-to-
consumer products in pain management. The intended path of
development from the initial back product is to the “sports calf
version. Following that, we just work our way up the body – knee,
quad, then upper extremities.”
Another potential external partnership involves one of the
country’s leading shoe manufacturers. A meeting there evolved to
include four decision-makers with all indications, according to Wyatt,
“that it’s moving in the right way. We would license to them and they
develop a shoe based on our technology.”
Manufacturing model
A formal manufacturing agreement was put into place earlier in
2017 with Jabil, one of the largest contract manufacturers in the
world. The St. Petersburg, Florida-based company is a $19 billion
organization with more than 120 facilities in 29 countries.
The partnership is additional proof of the tremendous potential of
Recovery Force.
“They look for platform technologies. If we were just a back
product, they would have no interest in us,” Wyatt discloses. “The fact
that they want to be our contract manufacturer is a testament to our
technology. They see the opportunities in a global marketplace.”
Jabil brings an extra ingredient to the mix, according to
Schwegman.
“Most contract manufacturers are equipped for software,
electrical and mechanical. These guys bring those three plus the textile
piece. They acquired a company out of Finland, a leader in
incorporating electronics into wearables.”
While Wyatt terms it a learning process for both organizations,
“The starting point for the integration began at a much higher level.
They (leaders at Jabil) said: ‘This is not typical.’ They don’t
Senior engineer Vince Rizzo demonstrates
a product under development for the calf.