Tuesday, June 5, 2018

An example of Pivoting Your Business

Marlin Steel manufactured metal bagel baskets.  But, around 1998, the Atkin's diet became popular and the demand for bagels (and bagel baskets) fell.

Then, Chinese bagel baskets came on the market that cost less than Marlin could manufacture them for.

The company was in trouble.

But then Boeing placed a surprise order for custom wire baskets to wash precise parts on an assembly line.   The company owner then pivoted the company into making custom engineered containers for aerospace, defense, medical, and automotive companies.