Affordability focus Target small to mid-size labs seeking cost-effective flow cytometry solutions. Highlight compact, easy-to-maintain instruments that lower total cost of ownership compared to traditional systems.

Ease of use Emphasize user-friendly software and quick setup to attract researchers with limited technical support. Offer onboarding and remote assistance to reduce lab downtime.

Expansion potential Position as a scalable option for labs planning growth and increased throughput. Upsell accessories, consumables, and data analysis services to convert single purchases into multi-year partnerships.

Customer base fit Pursue universities, small biotech startups, and contract research organizations that need rapid, cell-by-cell analysis without investing in high-end instrumentation.

Strategic partnerships Leverage BD ownership to co-sell with larger distributors and integration with existing BD ecosystems. Explore bundled offerings and cross-promotion with compatible lab workflows.