ETM Manufacturing’s Strategies to Thrive in Tough Times Profiled in Business Book


Business Growth Expert Showcases Local Manufacturer in “Lucky By Design”


Littleton, Mass. (Feb. 28, 2012) — For many companies, just making it through the dismal economic climate of the past four years was enough. But for ETM Manufacturing, one of New England’s fastest growing companies, the recession proved a testing ground for identifying and honing strategies that would allow the customized sheet-metal fabrication firm to not only survive, but thrive in spite of tough times. How the management team did it is one of the profiles in “Lucky By Design”, a recent book from Beth Goldstein, founder of Massachusetts-based Marketing Edge, a consultancy focused on smart and sustained growth through customer-centric strategies and faculty director for Boston University’s Online Graduate Certificate in Entrepreneurship Program.

In a commodity-driven business, where price pressures from China and other low-cost countries make lowest cost most often the biggest factor in buying decisions, competing on price simply isn’t possible. ETM’s leadership team, led by president Rob Olney, realized almost immediately that to stand out in its market, the company needed to take some bold risks, investing in:

  • winning customers in emerging and new markets
  • equipment, training and new services while competitors shuttered operations and laid off employees
  • marketing to educate customers on the significant advantages of local sourcing, through better quality, higher responsiveness and customized service.

“Rob and his team exemplify what it takes to turn lucky opportunities into business success regardless of market conditions,” said Goldstein. “Focusing on their vision of the company they wanted to become, ETM’s team made solid long-term investments in achieving that vision, even when this choices appeared counterintuitive to business practices during recessionary times.”

The results speak for themselves. Since 2007, ETM Manufacturing’s revenue has grown nearly 200%, from $1.9M to $5.5M; the company’s employee base has nearly doubled in the same time frame. As a provider of sheet metal fabrication, machining and assembly with customized supply chain solutions, ETM Manufacturing works with original equipment manufacturers in dozens of industries, including computing giant EMC2 Corporation and solar mounting system leader, Panel Claw. Earlier this year, ETM Manufacturing quadrupled the size of its New England-based operations, opening a state-of-the-art, environmentally friendly facility in Littleton, Mass., with new services and solutions designed to meet the growing demand for flexibility and innovation in every part of the product lifecycle.

“Beth’s perspective on what it takes to it takes to create a lucky path for success has been very influential in our growth and success,” said Olney. “Her latest book offers insight into the skills and strategies that define true business leadership – regardless of the economy – and we’re pleased to be a part of it.”


About ETM Manufacturing

For more than 40 years, ETM Manufacturing has been providing custom, precision sheet metal and machined components to some of the best New England-based original equipment manufacturers in computing, energy, telecommunications, medical/lab, printing and other industrial equipment. ETM offers creative solutions to customer’s complex supply chain issues, helping them save money and reducing time to market. For more information, please visit www.etmmfg.cowm or call (978) 486-9050.