Antonio De La Rosa - Managing Director (Founder)
Hugo Hernandez - (Aerospace/Defense, Advisor)

Victor Villalpando - (Operations, Advisor)
Antonio De La Rosa - Managing Director (Founder)
Mr. De La Rosa has a proven track record with successfully selling two medical device start-up's to Private Equity.

In 2000, Mr. De La Rosa became President of LHi Technology Incorporated, a medical interconnect company focused on the design and manufacturing of patient monitoring and surgical cables for the global OEM medical device industry. In 2003, Mr. De La Rosa embarked on a strategic operational turnaround effort by spinning off LHI Technology Incorporated and becoming CEO of Optiplex Holdings.

Optiplex Holdings became a strategic and exclusive supplier for LHI Technology - China. Utilizing his business development experience, Mr. De La Rosa led Optiplex/LHI to becoming a leading patient monitoring cable supplier in North America and Europe; and arguably the largest supplier of pulse oximetry cables in the world. Optiplex realized 40% year over year growth and 35% net margins and was sold to private equity in 2007.

Mr. De La Rosa became President of Medical Cable Solutions, a strategic joint venture with LHI Technology International. LHI Technology International was a designer, manufacturer, and supplier of specialty medical harnesses to the global OEM medical device industry. Utilizing his OEM customer relationships, Mr. De La Rosa led Medical Cable Solutions to 30% year over year growth and 40% net margins to later sold to a Strategic in 2006.

Prior to these two successful start-up's, Mr. De La Rosa was Area Manager for Volex in the Southwestern US and Mexico. Volex was considered the largest cable manufacturer with over 35 manufacturing facilities worldwide. At Volex, Mr. De La Rosa was responsible for Volex's growth and profitability at customers such as Philips Magnavox, Chamberlain-Lift Master (Sears), Lucent Technologies, and ECN Wirecraft.

Mr. De La Rosa began his career at Advent Components, a Defense / Aerospace & Electromechanical Manufacturer's Representative. Advent Components is credited for specifying Mil-Specified Precision Rotary Switches, Integrated Switch Panels, Night Vision Filters andIllumination products throughout a series of Honeywell Defense Aerospace Products, Boeing, Lockhead Martin, Bell, and Raytheon products.

Hugo Hernandez - (Aerospace/Defense Advisor)
Mr. Hernandez has over 18 years of technical sales experience in the commercial and defense aerospace industry, in addition to 10 years of military aerospace engineering experience working for Texas Instruments Government Systems (Now Raytheon Missile Systems – Dallas) and Honeywell Defense Systems.

In 1990 Mr. Hernandez joined Gassner and Clark Company, a multi line Electronics Manufacturer representation firm based in Tempe Arizona. In 1993 he acquired the company and changed its marketing strategy to focus on the commercial and defense aerospace market. Under his leadership, Gassner and Clark has seen substantial growth, increasing its sales by 300%.

Mr. Hernandez holds a Bachelors of Science in Electrical Engineering from the University of Texas.

Victor Villalpando - (Operations, Advisor)
Victor is Director of Operations for a Custom Medical Cable Company. Victor is responsible for developing the manufacturing operations, direct business operations, customer service center operations, vendor logistic operations, and distribution implementation. Victor led the development of the company's vertical integration strategy through the start up, and development of a new 75,000 square foot medical cable manufacturing facility in Dongguan, China. Victor was directly responsible for the legal registration of the company's manufacturing corporation in Hong Kong / China, sales forecasting, budgeting, plant improvements, vendor development & qualification, ISO 13485, direct / indirect hiring, product manufacturing flow / line balancing, MRP implementation, and manufacturing costs set up. He developed all departments to support the manufacturing facility utilizing Kaizen & Continuous Improvement implementation.

In 2000, Victor was the Director of Sales Operations for Helen of Troy. Helen of Troy is a small appliance / liquids personal care corporation, and is publicly traded on Nasdaq (hele). Customer base extended from distributors, mass retail to exclusive specialty stores in North America, South America, U.K, and the Far East. Victor’s position was created by the Executive Vice President in search of optimizing Helen of Troy’s Business Operations. Business Operations included product development, manufacturing, and distribution of corporate-owned products, call center, procedures, policies, quality standards, continuous improvement methodology, mass retail customer compliance, and Oracle 11i implementation. Victor lead the Business Operations team by decreasing customer charge backs by $2 million dollars due to non-compliance penalties. With a business operations structure in place, sales effortlessly soared from $350 million to $581 million.

In 1993, Victor was Director of Operations / Logistics for MFI. Victor was directly responsible but not limited to MFI’s ISO 9002 certification, continuous improvement program, and overall cost reductions. Victor was credited with decreasing MFI’s cost per hour, expansion and ability to effectively offer shelter, turnkey, and contractor manufacturing operations. MFI’s internal organization, and competitive cost structure awarded the company International Fortune 500 contracts. MFI’s was Kimberly Clarks new products development vendor, Evenflo’s North American supplier, General Motors tier 2 supplier, an off shore manufacturer for Sara Lee / Hanes division, and a new product / engineering developing corporation for smaller corporation throughout the industry.

Victor has a Business Administration Degree and brings to Direct Strategy his operational skills after having worked for the above corporations.

Direct Strategy  |  8777 North Gainey Center  |  Suite 136 Scottsdale, AZ 85258  |  Direct Strategy 2008 All Rights Reserved.