An engineering company with 30+ years of industry experience and knowledge providing optoelectronic
American Laser Enterprises (ALE) is an engineering/services organization providing technical and manufacturing services to laser equipment OEMs, system integrators, distributors, and end users.
Susan Land Sprentall is the sole proprietor and managing member who actively promotes the firm while overseeing its day-to-day operations. Land-Sprentall joined American Laser Spares in 1999 launching the laser consumable market through distribution. In 2001, she launched a marketing company and acted as an advertising agency for laser industry companies. During this time, Land-Sprentall was instrumental in forming what is now known as the Industrial Laser Community.
Land-Sprentall utilized her EET and business education combined with 20+ years of selling and management experiences to expand the foundation of ALE’s engineering expertise. Focusing on the customer and current market conditions generates new opportunity to compete with ALE’s established competitors.
Donald E. Sprentall, a veteran of the laser equipment industry, who is primarily known for his technical expertise developing beam delivery systems, founded the firm in 2001. As the firm’s senior consultant and engineer, Sprentall is actively involved in the firm’s product development and has provided guidance to a number of organizations looking to enter and grow in the laser equipment industry, and advance the technology through product development as well as unique applications.
Through ALE, Sprentall’s approach to consulting and problem solving is to apply his years of learning about and helping define the laser cutting and welding industry into value-added solutions that are actionable and affordable.
The firm operates with ERP software and utilizes Solidworks 3-D cad design, analysis and product data management software maximizing operations while keeping flexibility to meet ALE’s individual customer needs.
All laser process heads are configured utilizing a modular component concept. Each component is designed in-house and sent to a local contracted machine shop for CNC machining. Materials are specified as well as given tolerances. Upon receipt of the components, they are checked for form and fit by a pre-assembly check test by one of our technicians or engineers. If the components are accurate, they are sent out for secondary processing to apply the finish at a local plating or anodizing service. Many of the components may receive an additional process of laser engraving of our company name, logo, part number, and/or safety information.
Nozzles, tips, and other copper components are currently purchased from OEM resources originating in Italy or China. ALE originally had these components machined locally but the cost did not allow us to be competitive in the market.
For large beam delivery systems and testing of our products, laser source manufacturers will consign a laser to us and we will simulate the process to prove that our design will work. High power applications may be tested at OEM labs in the area by installing our laser process head on their system.
While the majority ALE’s component sales are for laser cutting sheet metal, a high percentage of ALE’s projects involve developing unique laser applications: welding of dissimilar metals, removing material in microns without damaging the substrate materials, piercing materials with small holes, applying material to build a surface, cutting thin hot molten glass.
Keywords: Lasers, laser welding, laser cutting, laser process, laser applications, laser development, laser coatings removal, laser paint stripping, laser drilling, laser brazing, lazers, laser spare parts, laser nozzles, laser lens, laser tips, laser parts
Interview Q&A
How long have you been in business?
My company was originally formed in 1996 under the name of American Laser Spares LLC and at that time ALS sold after market laser consumables. In 2006, ALS purchased American Laser Enterprises, Inc. an engineering and design organization. The company merged both businesses in 2007 creating a strong organization to engineer, design, assemble and service industrial laser systems for various process applications.
What is your primary product or service?
Industrial Laser Systems design and engineering services.
How did you first become interested in your line of business? (if owner) - What is your background? (If owner or store manager)
Lasers are exciting and an ever emerging technology. Utilizing my technical sales and marketing skills, I started in the original company in 1999 as the Vice President. Laser technology continues to grow in acceptance and users embrace new applications. As the CEO and owner, I am continually looking for growth opportunities to better serve our expanding customer base. My vision for ALE is to deliver resourceful, intutitive designed laser solutions at a price point that allows our customers to compete in the global manufacturing environment.
How do you differentiate yourself from other businesses in your category and area?
ALE employees are customer driven and focus on providing value added service to deliver our customer's project on time. ALE is small and very flexiable - reducing red tape and time for our customers.
How many locations do you have and do you have plans to expand?
ALE has one office with an attached warehouse located in Wixom and an additional off-site warehouse facility.
Provide detailed directions to your location
Take I-96 to Beck Road. Go North on Beck Road past the 12 Mile Road intersection to the Beck Industrial Business Center located on the West side of Beck Road. We are in Suite A-4 (First Building on the South side of the complex)
What type of payments do you accept?
Cash, Visa, MasterCard, American Express, and Discover
Which areas do you service?
ALE's primary business in the USA however, we do have customers in Asia, Europe, Canada and Mexico.
Who owns your company or runs daily operations?
ALE is a privately held, woman-owned small business.
What are your hours of operation?
ALE is open Monday - Friday, 8:00 a.m. to 5:00 p.m. EST. Our website is up 24/7. Follow ALE on Linked-In and Twitter.