Pivoting during a Pandemic

Enrique Medina Cedrion2

Enrique Medina of Cedrion tells us how they engineer innovation to design and produce refrigeration devices for on-board electronics.

First of all, how are you and your family doing?

Enrique Medina: We have been able to get through this pandemic without any close casualties, so we have been very lucky.

Tell us about you, your career, and how you founded Cedrion.

Enrique Medina: I am an Industrial Engineer. About 10 years ago, I did an MBA that took me to Silicon Valley, and I got to know first-hand the entrepreneurial ecosystem there. I thought it was fantastic and, when I came back, I checked the ecosystem in Spain. In the new business ideas program at Polytechnic University, I met Hector Puago, who had a fantastic idea about the very latest technology. We ended up partnering and founding the company.

How does Cedrion market its product/services online?

Enrique Medina: We are currently in the process of launching our air disinfection product website. In addition, we try to get closer to our customers through our website and keep them up to date with our achievements through our social networks.

How the coronavirus pandemic affects your business, and how did you get through it?

Enrique Medina: We were developing our technology for future vehicles such as aeroplanes, hybrid and electric cars. The pandemic stopped all our projects. We had to decide whether to freeze ourselves or pivot to help. And so, we did, and now we have the most innovative technology to clean the air and ensure safe environments.

What specific tools, software, and management skills are you using to manage your online marketing?

Enrique Medina: Computer applications, mainly all those associated with virtual meetings, I think we have used them all. Also, those related to remote work organizations such as Trello or Slack. We have applied lean start-up-type methodologies. In terms of management skills, above all, we have tried not to lose contact and to define a plan of meetings on different topics so that everyone is connected with each other and knows what we are all doing.

Who are your competitors? And how do you plan to stay in the game?

Enrique Medina: Our competition is the big brands of ventilation or air purification systems, which have more fame and recognition, although our technology is the best. We will maintain and grow by innovating and creating better products for our customers.

Your final thoughts?

Enrique Medina: Science and technology must help us return to healthy and safe human relationships.

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