In the high technology marketing bible, Crossing the Chasm, author and marketing
expert Geoffrey Moore states that the Early Adopters evangelize a new technology's
promise — aiming for a new solution to an old technology problem. Yet, the ultimate
goal for any technology company is to find their Early Majority and Late Majority
evangelists, those who can deliver market acceptability and revenue. Fairbanks,
Alaska might seem an unlikely location for a company whose entire objective is to
revolutionize the military's shelter program (built with old technology metal) and
replace them with carbon fiber shelters (new technology); yet history is filled with
Alaska being the setting for grand challenges.

The shelters are used for everything — from protecting some of the most advanced
communications equipment in the world to protecting the troops. Yet, even with all of
the lifecycle cost (savings) studies, congressional support and endorsements from key
generals in the field, until the chasm was crossed, this most tedious of all marketing
phases had but one direction it could head — forward. Ultimately, through perseverance,
exceptional product development and the implementation of a thorough marketing strategy,
the revolutionizing of the United States military shelter program is nothing less than a
classic case study about how market acceptance builds and then finally, leads to orders.

Presence has worked with Alkan for over six years to cross the chasm.