# 014: Targeting Low-Volume Customers & Building Custom Control Systems, Mickey Swortzel of New Eagle

- Show: [Product Startup](https://hardwarepodcasts.com/podcast/product-startup)
- Published: 2016-08-09
- Length: 43m
- Page: https://hardwarepodcasts.com/podcast/product-startup/2016-08-09-014-targeting-low-volume-customers-building-custom-control-systems-mickey-swortz
- Listen: https://theproductstartup.com/tps014-mickey-swortzel-new-eagle/

## Summary

Mickey Swortzel, co-owner of New Eagle, explains how her company targets low-volume customers by providing custom control systems that integrate hardware, software, and consulting. She details the development of the Raptor platform and strategic partnerships with suppliers like Parker Hannifin and Robert Bosch to balance upfront costs against unit pricing. Swortzel emphasizes a 'service with sales' philosophy, using transparency and a free product wiki to build trust with niche markets in alternate fuels and electric vehicles.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/product-startup/2016-08-09-014-targeting-low-volume-customers-building-custom-control-systems-mickey-swortz#t=0) Introduction: Mickey Swortzel and New Eagle
- [1:55](https://hardwarepodcasts.com/podcast/product-startup/2016-08-09-014-targeting-low-volume-customers-building-custom-control-systems-mickey-swortz#t=115) Control Systems and Alternate Fuels
- [3:25](https://hardwarepodcasts.com/podcast/product-startup/2016-08-09-014-targeting-low-volume-customers-building-custom-control-systems-mickey-swortz#t=205) History: Brunswick Acquisition and Restart
- [8:21](https://hardwarepodcasts.com/podcast/product-startup/2016-08-09-014-targeting-low-volume-customers-building-custom-control-systems-mickey-swortz#t=501) Targeting Low-Volume Customers
- [13:13](https://hardwarepodcasts.com/podcast/product-startup/2016-08-09-014-targeting-low-volume-customers-building-custom-control-systems-mickey-swortz#t=793) Developing the Raptor Platform
- [14:18](https://hardwarepodcasts.com/podcast/product-startup/2016-08-09-014-targeting-low-volume-customers-building-custom-control-systems-mickey-swortz#t=858) Supplier Partnerships: Parker and Bosch
- [18:40](https://hardwarepodcasts.com/podcast/product-startup/2016-08-09-014-targeting-low-volume-customers-building-custom-control-systems-mickey-swortz#t=1120) Prototype to Production Process
- [24:35](https://hardwarepodcasts.com/podcast/product-startup/2016-08-09-014-targeting-low-volume-customers-building-custom-control-systems-mickey-swortz#t=1475) Engineering Integrity and Honesty
- [27:40](https://hardwarepodcasts.com/podcast/product-startup/2016-08-09-014-targeting-low-volume-customers-building-custom-control-systems-mickey-swortz#t=1660) Documentation and Internal Culture
- [32:13](https://hardwarepodcasts.com/podcast/product-startup/2016-08-09-014-targeting-low-volume-customers-building-custom-control-systems-mickey-swortz#t=1933) Hiring and Team Management
- [37:30](https://hardwarepodcasts.com/podcast/product-startup/2016-08-09-014-targeting-low-volume-customers-building-custom-control-systems-mickey-swortz#t=2250) Advice for Entrepreneurs

## Topics

- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)
- [Design for manufacturing & NPI](https://hardwarepodcasts.com/topic/design-for-manufacturing)
- [Sourcing & supply chain](https://hardwarepodcasts.com/topic/sourcing-and-supply-chain)
- [Prototyping & iteration](https://hardwarepodcasts.com/topic/prototyping)
- [Leadership, teams & culture](https://hardwarepodcasts.com/topic/leadership-and-culture)
- [Starting a product company](https://hardwarepodcasts.com/topic/starting-a-company)

## Most relevant to

early-stage companies

## Mentioned

- New Eagle (company)
- Brunswick Corporation (company)
- Rapid Hawk (product)
- Raptor platform (product)
- Parker Hannifin (company)
- Robert Bosch (company)
- WPO (other)
- Dave Ramsey's EntreLeadership (other)
- The Science of Growth (other)

## Related episodes from other shows

- [Julie Schulte | Parts & Hardware Tools for R&D Engineers](https://hardwarepodcasts.com/podcast/being-an-engineer/2023-04-28-julie-schulte-parts-hardware-tools-for-r-d-engineers) (Being an Engineer)
- [Why Manufacturers Need to “Stop Being the Best Kept Secret” with Curt Anderson](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2020-12-15-why-manufacturers-need-to-stop-being-the-best-kept-secret-with-curt-anderson) (Manufacturing Happy Hour)
- [How PTG Electronics Wins in Low Volume, High Mix, Mid-Complexity Manufacturing, with CEO Nick Wasserman](https://hardwarepodcasts.com/podcast/ems-c-level/2026-07-07-how-ptg-electronics-wins-in-low-volume-high-mix-mid-complexity-manufacturing-wit) (EMS@C-LEVEL)
- [S1 E4: Cracking the Code of Hardware Manufacturing with Scott Miller](https://hardwarepodcasts.com/podcast/the-builder-circle/2023-05-15-s1-e4-cracking-the-code-of-hardware-manufacturing-with-scott-miller) (The Builder Circle)
- [Concept to Market in One Year with Allen Walton of SpyGuy.com [Part 2]](https://hardwarepodcasts.com/podcast/predictable-designs-podcast/2020-02-18-concept-to-market-in-one-year-with-allen-walton-of-spyguy-com-part-2) (Predictable Designs Podcast)

## Citing this page

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