CASE STUDY:
Launching a Start-Up

Reimage - leading online PC Repair tool that fixes broken PCs in less than 30 minutes. (http://www.reimage.com)

Challenge:{challenge}

Strategy:

Phase I: Prepare Reimage for prime time: Lotus worked with Reimage to:

• Build the messaging and positioning essential for setting Reimage apart from the very crowded field of competitors. 
• Finalize materials for their press kit including their corporate bios, product sheets and sales collateral.
• Conduct extensive media training with the CEO and sales manager to make sure everyone was skilled at delivering the key messages and could answer any tough questions.

Phase II: Soft Media Launch: Lotus systematically introduce Reimage to key journalists, bloggers and influencers in the PC repair and channel markets over a period of two months while the news cycles were slow in the summer of 2008. By forming the relationships with the reporters and garnering reviews, we built up credibility around Reimage that was essential for a successful launch.

Phase III: Product Launch: Interop 2008 in September was chosen as the show for the forward launch of Reimage. Lotus established a PR strategy for the show and in the weeks leading up to the show, conducted extensive media outreach. This landed several big media placements prior to the show that impacted attendance at the Reimage booth. Lotus helped the Reimage sales team prepare for the show and was on-hand to handle interviews.

Results:

Lotus media exposure for Reimage includes product reviews in renowned publications such as InformationWeek’s Start Up City spotlight, eWeek and PC Magazine, as well as:

• Recognition as one of ChannelWebs Must-See New Products At Interop NY.
• Network World
• Globes Online (leading Israeli newspaper)
• Top technology blog, Technibble.

Reimage had a successful hard launch at Interop New York in September of 2008, just four short months after their work with Lotus began. During the show Reimage connected with three potential large accounts and captured more than 300 sales leads.

Demand for their product has soared leading Reimage to support both Hebrew and French operating systems in addition to its original English system-only offering. By the beginning of November Reimage had completed 33,115 repairs worldwide.