"A military objective is a clearly defined desired result in a given campaign, major operation, battle, or engagement set by the senior command for their formations and units to achieve. Military objectives can be set within a three-tier scale of combat structure of tactical, operational and strategic management of the conflict, and the conduct of its combat operations process. The objective is usually defined in the orders within the operational plan's written specification." Wikipedia

Looking at business as the objective, take a strategic approach. Formulate a plan (business plan), define your tactics (marketing) and institute operational goals (sales). This is a matter of understanding your customers, what motivates them and how you will reach them.

NexStraps were created around one simple concept; never lose your eyewear again. Jeff Wright, founder and inventor of NexStraps, was tired of losing his glasses and patented his neck-leash retention system. In 2008, he established the company and by April, Wright was in Ellsworth meeting with Maine SBDC counselor Betty Egner – "they have been helping us stay on the right course ever since."

Wright, both a former Force Recon Marine and Navy Seal, veteran of Iraq and Afghanistan, is proud to have been able to serve his country. 'Being a small business owner is so American' says Wright 'it is what makes this country great. We need to remember how important small businesses are to this country.' It has been a lifelong dream for the Wrights to own a small business and Maine SBDC is helping them along that path.

In less than two years, NexStraps have found themselves in the open market and were voted best new item under $50 in Sidetracked Magazine. Rave reviews have followed in Sailing Magazine, Inventors' Digest, Sea Kayaker and Sea Angler magazines.

Jeff and Kate Wright, continue to work with Egner, as they build NexStraps and their dreams of bringing more jobs to Maine, "the finest workforce in the world."
 

Philip A. Lander served as a traditional Guardsman with the Maine Air National Guard while working full time for Sargent Corporation, formally H.E. Sargent, Inc.  He was recalled to active duty numerous times for Desert Shield, Desert Storm, Enduring Freedom and concluding duty during Iraqi Freedom in 2004.

Lander then turned his attention to building Atlantic Defense Company (ADC), a general construction company able to win contracts set aside for service-disabled veterans. He spent many hours with his Maine SBDC counselor, Tom Gallant, brainstorming on organizational, strategic and legal topics. 

Years were spent learning how the system worked and building the partnerships, capabilities, capacity and the competitive edge needed to win. Lander partnered with Maine companies that could bring the best value to each project. A mentor-protege relationship with Lane Construction Corporation, the seventh largest civil-heavy highway construction company in the country, continues to open doors. 

ADC strives to employ and work with other Maine companies, counting among its partners some of the state's best known - CCB, Inc., Cianbro, Sargent Corporation and Sewall. Most recently, ADC was certified as a Disadvantaged Business Enterprise (DBE) by the Department of Transportation strengthening its corporate capabilities and competitiveness.

 In 2010, Lander was named Veteran Small Business Champion of the Year for Maine and New England by the U.S. Small Business Administration. He encourages returning service members to look into business opportunities in government contracting and to meet with a Maine SBDC business counselor.