Overview
Mission Design & Automation designs, builds, and integrates custom intelligent automation solutions for industries such as automotive, medical devices, food and beverage, and consumer goods in West Michigan. Its products work by tailoring automation systems to each client’s needs, combining hardware, software, and controls to improve operational efficiency and productivity, with ongoing support to maintain performance. The company distinguishes itself through a strong focus on customer success, integrity, and long-term client relationships, delivering tailored solutions rather than one-size-fits-all offerings. Revenue comes from selling these custom automation solutions and providing ongoing support services. The goal is to help clients optimize operations and adopt new technologies to stay competitive in their markets.
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Simplify's take
What believers are saying
- October 2026 MHI membership expands lead flow across warehouses, logistics, and manufacturing buyers.
- August 2026 hiring for engineers and project managers signals active order intake.
- OSARO partnership still positions Mission in e-commerce robotics since June 2023.
What critics are saying
- Custom-project revenue depends on automaker and factory capex cycles, causing lumpier bookings.
- Niche integrators like JR Automation and Flexco press margins on similar turnkey projects.
- A single major project failure would damage Mission's reputation and stall referrals.
What makes Mission Design & Automation unique
- FANUC-certified integrator in Holland, Michigan, with 75,000 square feet and custom builds.
- Mission joined MHI Solutions Community in fall 2026, boosting channel access.
- Dean Elkins joined in 2026, sharpening consumer-products specialization and sales coverage.
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