Innovative laser company picks Orillia for the right reasons

Jean Marc Poirier looked far and wide when he contemplated where to plant new roots for his well-established innovative business, Northern Optotronics Inc. (NOI).

After almost two decades in Cambridge building his laser-based business into a successful enterprise with a national reach, the entrepreneur bought out his partners and was looking for a fresh start.

He found what he was looking for in Orillia – a city with a positive vibe, where growth has occurred and potential abounds.

“I was looking for the best bang for my buck and the biggest deciding factor probably was finding a place where growth and the potential for future growth was the highest,” said Poirier.

Poirier reached out to the city’s economic development office and was welcomed with open arms; Dan Landry, the city’s manager of economic development, met with Poirier to learn about the unique business and helped Poirier scope out potential sites.

When he came across the empty unit at 3 Progress Drive, Poirier could easily envision a future beyond the dirt floors; he loved the potential of the site and the opportunity it presented as an industrial condominium that could be purchased rather than rented or leased.

“I looked at it strategically,” he said, noting he had to be sure the investment was intelligent – especially in the long run.

“You put your ear to the ground, talk to others to see if there is any excitement, any belief in the future of this area and I can tell you there was … It may not happen tomorrow, but this is a growing area, there’s a positive vibe.”

In the end, Poirier said he wanted to be in an area poised for growth.

“I’m a small fish, but what I look for is what is the community doing to stimulate growth? There’s positive talk in the community, there’s development on the west side … There’s growth here and there will continue to be growth because now this is getting to be the hub, really, of the Muskokas. That’s what brought me to Orillia. I can see growth and I want to be part of that.”

Today, NOI is part of that. Poirier converted a cavernous unit in the industrial complex in Progress Park into a modern, welcoming 4,000-square-foot headquarters for his business by adding a second floor and completely renovating and updating the space.

“I had a vision and was able to make that vision a reality here,” said Poirier, who worked with Wes Brennan Construction on the costly redevelopment that he classifies as an investment in both his business and the community. “It’s a great location.”

Poirier praised the local trades community as well as his experience working through the development process with staff at the City of Orillia.

“I have nothing but good things to say about the experience of setting up my business in this community,” he said. “It’s been pleasant and timely on all fronts.”

As several staff elected not to move from Cambridge, Poirier hired 2.5 new positions locally – a part-time bookkeeper, an administrative staff and a recently-graduated technician.

“It’s great to see a new business attracted and setting up in Orillia for all the right reasons,” said Landry. “NOI is a knowledge-based business that’s hiring young, skilled folks and training them, and it’s a small business that has potential to grow.”

Landry added provincial labour and business statistics indicate Orillia has been experiencing a growth in knowledge-based jobs and businesses in recent years.

“A study conducted by the County of Simcoe on the labour market in the region pointed out that higher paying jobs are increasing in our local workforce,” said Landry.

The Labour Market Study shows that in Orillia - between 2006 and 2013 - management jobs increased by 18%; engineering and technical jobs increased by 33%; health occupations are up 33%; and education and government jobs increased by 28%.

“These are jobs that pay an average of $28 to $34 per hour,” said Landry. “This is a good indicator that the effects of organizations such as the OPP General Headquarters, Lakehead University and an influx of health professionals in the community are having an impact on our economy There are also a number of smaller businesses like NOI which have set up shop in Orillia with expectations of growth.”

Poirier agrees. He predicts NOI, which sells and services lasers and light-based devices for the medical, industrial and scientific sectors, will blossom in Orillia.

“The function of NOI, the foundation of our business, is service and technical support and repair,” said Poirier. “The other pillars that support the flagship is the selling of the products … I can sell you anything, but what is it you want to do and do you want to do it right? I have that ability to match your needs and your budget with the right equipment from new to certified pre-owned equipment.”

As an example, Poirier often works with hospitals such as Orillia Soldiers’ Memorial Hospital.

“We go into hospitals and work with physicians to make recommendations. We work with urologists, ophthalmologists, specialty guys – mainly regarding lasers such as ophthalmic lasers for retinal detachment, cataracts, glaucoma, macular degeneration,” said Poirier, whose technicians ensure the sophisticated lasers, which operate at the speed of light and harness incredible energy, are properly calibrated and safe. “We are sort of like a technical advisor to the hospital.”

Using a state-of-the-art dispatch system similar to Rogers and Bell, Poirier has a network of technicians from coast to coast who are deployed to service calls as needed. That vital and solid network is the foundation of the company – and a springboard for growth, he says.

“Due to our strong support nationally, I see growth of 10-11% annually,” said Poirier, noting he recently made an arrangement with an Israeli-based company that has a sales team in Canada but doesn’t have any technical support behind it. “So, now we’re going to become that support network for them … we have the foundation ready. It just allows our guys to be busier.”

He is also negotiating with another large distributor of micro-focused laser devices to become their support network as well. “We have the capacity to do this for a number of companies,” he said.

However, the biggest opportunity for growth is expected in the scientific sector, said Poirier – most notably in law enforcement.

“I see us lining up ourselves more in law enforcement and the security side of things where research and development is constant,” said Poirier, who, decades ago, developed a ground-breaking forensic tool for the OPP that revolutionized crime scene work; he was able to essentially shrink what was inside the OPP’s mobile truck into a portable, light, suitcase-sized laser-based crime investigation tool.

“On the hospital side, there is a huge amount of red tape that is difficult to penetrate. I can’t justify three to five years of research on my own and not even be sure if I’m going to win a contract … I’m a small business and that’s a bit too risky,” said Poirier. “That’s why the law enforcement side may afford us more opportunity.”

For more information, visit noi.ca or call 705- 327-7993.