Sample press release I drafted for the launch of Aven Inc.'s new product the iLoupe. Aven was one of the accounts I managed during my time with a Michigan PR agency.

1. NEWS RELEASE
Aven Inc.
4595 Platt Road
Ann Arbor, MI 48105
www.aveninc.com
AVEN INC. LAUNCHES INNOVATIVE MICROPHOTOGRAPHY TECHNOLOGY
New iLoupe™ combines digital camera technology with state-of-the-art microscopy
to create the world’s first digital portable field microscope/camera
ANN ARBOR, MICH. – Aven Inc., a leading provider of advanced precision visual inspection
systems, recently launched its latest patented technology – iLoupe™, the world’s first
portable digital field microscope/camera.
“We created the iLoupe with the goal of simplifying on-the-job technology,” said Bakir
Kanpurwala, Chief Executive Officer and Managing Director of Aven Inc. “The iLoupe is a
highly versatile tool which features a special module that converts a Canon digital camera
into a high performance microscope making it extremely useful for professionals in a variety
of fields.”
The iLoupe combines patented state-of-the-art technology with an easy-to-use portable
format, making the product as functional as it is innovative. By simply attaching the
removable microscopic module, which features lens magnifications ranging from 60x to
150x, to a digital Canon SD600 six-mega pixel camera, the unit easily transforms into a fully
functional field microscope in a matter of seconds.
With its dual microscopy and photography capabilities, the iLoupe has many uses. The
portable digital camera-microscope unit can be utilized by law enforcement officials
conducting forensics research, allowing for the capture of microscopic images right at the
crime scene. The iLoupe also ensures quality control in a variety of industries, providing
effective, on-site inspection of fabrics and industrial components. In the automotive industry,
the user-friendly iLoupe can assist manufacturers and suppliers in detecting and documenting
defects on the assembly line and prior to shipping. Potentially, the iLoupe can be a valuable tool
in reducing manufacturing costs and lead times.
“As a tool, iLoupe translates easily into a professional environment and allows end-users to
communicate their research effortlessly and effectively,” said Mike Shahpurwala, President
and Marketing Director for Aven Inc. “Prior to the creation of the iLoupe professionals were
tasked with transferring cumbersome equipment to a job site or hindered by having to return
to a lab or workshop to retrieve results. This product enables them to work in real time by

2. iLoupe Launch
equipping them with the capability to capture sophisticated high-resolution images in an
easy-to-email format.”
The iLoupe is the latest in Aven’s high technology iSeries product line. Other iSeries
technology includes iVue™ an all-in-one, plug and play video inspection system that allows
users to view, capture, and save images without the use of external hardware or software and
iScope™ an all-in-one microscope-based video inspection system that allows the user to view
images in 3D using a binocular microscope, or view the image on an 8.4” LCD monitor.
About Aven Inc.
Aven Inc. manufactures and markets more than 750 precision tools for optical inspection and
electronic equipment assembly and service. Its product lines include stationary and portable
microscopes, loupes, video inspection systems, specialty high-resolution digital and video
cameras, lenses, illuminated magnifiers, electronic testers and a wide range of hand tools. Aven
Inc. was founded in 1983, and is headquartered in Ann Arbor, Mich.
###
MEDIA CONTACTS:
Larry Jones or Kristen Berry
MARX LAYNE & CO.
(248) 855-6777