Ryan Napolitano: Takes 'Mom and Pop' to State of the Art

To say Ryan Napolitano made some changes to his father's laboratory is an understatement. In 2003, Precision Craft was a 17-person, "mom-and-pop" operation in a 3,500-sq-ft space. Today, it has doubled in size—in terms of staff and dentist-clients—and operates in a $3.4 million, 14,000-sq-ft facility.

"When I came aboard, it was still very much the lab I had grown up in," says Ryan, who worked in the lab since age 10 and formally joined in 2003 after earning a degree in communications and marketing. "Everything was run on a day-to-day basis; work came in, work went out. There was no marketing or long-term plan of where we wanted to be in five or 10 years."

Ryan initially got involved in administrative and marketing functions, including conducting a client survey to get a picture of where the lab was and where it needed to go. Using that feedback and other industry research, Ryan and his father—Richard Napolitano—developed a long-term strategic...