Michigan Innovators

This segment kicks off our series on integrated marketing communication with Jill Wagner and Kathy Roeser of Wagner Design Associates (download 9 minute iPod compatible video, 46MB). Jill founded Wagner Design in 1986 in Ann Arbor, MI as a print firm. She initially did type lay-outs by hand and hand drew story boards. In 1989, she moved to computerize her offices, 5 years ahead of the curve. In future segments, we'll explore how she grew from a one woman shop and vastly expanded her firm's capabilities. In this segment, we cover the following topics:

• Wagner Design Associates' value proposition as a boutique creative firm.
• How Wagner Design Associates helps clients define their identity. In particular, we cover how they achieve client buy-in to the process.
• How Wagner Design Associates uses social capital to market its services.

This segment is the first in our series with Rachel McCormack, President of MicroMax (download 7 minute ipod compatible video, 36MB). MicroMax is a 40 person software engineering services firm founded in 1997 in Canton, MI. What makes MicroMax interesting to Michigan Innovators is its response to the decline in its traditional market, the auto industry, and its innovative approach to globalization.

In this segment, Rachel introduces us to MicroMax, how it was founded, and its current markets. In its brief 10 year history it has undergone a few transitions:

• Rachel originally founded the firm to do legal services. Within the year, her husband Mike joined and added the software engineering component directed toward the auto industry.
• Ultimately, Micromax evolved toward a specialization in testing embedded systems (software that enhances a product, like anti-lock braking systems) with additional expertise in developing said systems.
• With the decline in their market in the auto industry, MicroMax has been actively seeking other markets in avionics, defense, and white goods (i.e., household appliances).
• MicroMax has recently opened a branch office in Huntsville, AL.

In future segments, we'll explore MicroMax's new software product offering that is allowing it to play a role in the global testing market.

As Mark Ford, Principal, Deloitte, shares in this segment (download 7 minute iPod compatible video, 34MB), Deloitte's privacy and security practice is growing in excess of 30% per year, and the firm expects this rate to continue through 2010. An issue with this kind of growth in demand is how to add quality capacity to meet it.

Deloitte's strategy consists of a mixture of internal growth and and acquisition. Recently, the firm acquired Iditarod Systems, a McLean, VA based firm in the identity space. Iditarod has a similar culture to Deloitte's and brings a valuable technical focus to the table.

At Michigan Innovators, we tend toward Larry Schmitt's definition of innovation, i.e., a change that is accepted by the market place. In the case we have been discussing in this series of segments, Deloitte perceived a decade ago that the Internet would bring a whole host of access and security issues to its traditional corporate clientele. The rapid growth of Deloitte's Internet security related practices bears witness to the scope of change taking place in that market place.

(n.b., As used in this article, "Deloitte" means Deloitte & Touche LLP, a subsidiary of Deloitte LLP. Deloitte's site (www.deloitte.com/us/about) outlines the legal structure of Deloitte LLP and its subsidiaries.)

The main message that John George wants to send over the next month is that Detroit is working together to solve its problems (download 3.5 minute iPod compatible video, 17MB). Among his specific goals, he wants to turn Blight Busters' neighborhood into the Detroit arts district. To that end, he has partnered with the Motor City Theatre Organ Society to restore the Old Redford Theatre and has plans to refurbish the 350 seat theater in the third floor of his headquarters. Combined with the existing Artist Village and the upcoming Motor City Java Cafe, these initiatives should create a critical mass to bring more culture and development into the area.