Hi-End Business


I am looking for advice on starting a High End Business in
Southern Oregon. I've been into Hi-End as a hobby for the
past 12 years, But don't have alot of sales experience. Any
comments would be welcome.
paint
I haven't owned a high-end audio business, but I have been an audio salesman several times. I live in Seattle, but have spent time in southern Oregon. I don't mean to discourage you, but my immediate reaction is that you will have a tough time running a successful high-end business there. The population is quite low, many of the people earn modest incomes, and the economy -- while not depressed -- is certainly not robust. I have a very close friend who bought a business a year ago in Eugene, and he has just declared bankruptcy because the overall economic situation for small businesses is not very good right now.

I think you will find that many of the audio-only stores are having a tough time making ends meet. The ones who are succeeding have generally been forced to become a combination audio / home theater business, with most of their cash flow coming from HT. In southern Oregon, I have real doubts that you will find enough clientele to succeed. You could, of course, have a "clicks and mortar" business, where you rely on Internet business as well as walk-in sales and home installations.

You would be well advised, it seems to me, to call the few high-end dealers in the Portland and Eugene areas (there are several in Portland, and one in Eugene if my memory is correct). They can give you very specific advice about lines to carry, start-up and operating costs, etc. You should probably have enough cash to live on and pay bills for 6-12 months. And, of course, you should develop a sound business plan, which may require the services of a pro, although there is a good software application called "BizPlan Pro" that will generate a plan that is acceptable to banks (if you are seeking financing).

I don't mean to sound unduly pessimistic in my response to you, but given the general uncertainty of the economy, even in areas where the economy is strong, you may be trying to launch your endeavor at a bad time. Talk to other dealers, however, and solicit their honest input. Before you invest any money, do a LOT of research and listen to the advice you get.
Have you considered representing some of the high end European lines that are difficult to access in the states? This could be done "through" already established high end dealers. I had thought of doing this myself, but cannot handle the travel that would be involved. Expenses would be for travel, transportation and marketing (including trade shows) and some of this may be partially offset by the manufacturers. For example O.S. Services reps Audion (UK), Reynaud (France) and a few other manufacturers as well. This could start out as just a side line. If you enjoy traveling and working with people it might pan out in the long run. Interestingly, Reynaud speakers and Audion amps are a match made in heaven. I purchased the speakers from an authorized dealer and picked up the amp on the used market, to later discover that both lines were carried by the same US rep. I like this kind of "synergy" game plan and it looks like you would be able to really have some fun with it from a hobbyists standpoint.
Dear Paint,

Howdy, this is Joe Abrams in Ashland. I've been in the high end industry for over 20 years. We may have something to talk about. I'm in the Ashland phone book. Please give me a call anytime Monday or after.

ATB,
Joe
paint: i'll be happy to talk with you off-thread, too. just remember the ancient chinese curse, tho: "may you live in interesting times." ask particularly why someone wants to sell you his business. ain't cuz he's tired of being a millionaire or is ready to retire, irrespective of his claims.. -kelly
Go to stereophile.com and then to the Archives section. There's an article written in 1995 (I believe) that addresses exactly what you are looking to do. It's rather negative to the idea but if you're going to do this, you'll need to have your eyes open. And keep in mind what sdcampbell said.....have at least 6-12 months living expenses in reserve.

I'm involved in business development and it's important to be sure you know all the hidden expenses and what kind of cash flow you anticipate. You should also have an idea of when you walk away....both from the deal and the business.