someone else. They all assume that because they understand the technical work of the business, they understand how a technical business works. In reality, these are two totally different issues and blurring the two may a fatal error.
In 2000, his business was booming. Sam was employing 25 people. It was a sweet time for Sam who only 10 years earlier had decided to leave the employ of a then successful furniture company as a tradesman.
Come 2011 and it is a different story…
The business has seen market changes with the introduction of cheaper imports from China and the dreaded Global Financial Crisis. Sam has had to trim down his workforce to cope with lower levels of orders. He now employs 6 people. The business is stagnating. But he is not giving up. He understands it is time to refocus on his dream to grow his business to a level that will allow him to retire comfortably.
“I am a tradesperson and I am not an I.T. person or a marketing person. I have a lot of passion and skill for my business, but I need help getting exposure and marketing myself.” Sam
In spite of his self proclaimed lack of marketing skills, Sam makes sure to go out of his way to provide customers with the highest quality products and places a lot of importance on maintaining a high level of service.
Right now, Sam gains most of his business by supplying to furniture retailer, Oz Design. Usually the big furniture retailers rely heavily on imported goods. However, because overseas companies only provide retailers with standardised products in one colour, Sam takes the opportunity and offers customised, personalised pieces. He is able to satisfy the demand for fringe design furniture pieces.
He is finding that it is just harder to succeed in business.
Times are changing. Competition from overseas manufacturers has hurt his operation quite badly. He knows he needs to do something but does not know what or how to do it- whatever needs to be done to revitalise his business.
A typical day for the owner of Prisma Furniture is spent working alongside his employees in the factory. At heart, he is a tradesperson and that’s where his passion for his business stems from.
His weakness is marketing and business development. Sam continues to carry concern over the fragile economy, though he can see upcoming opportunities for growth. “We are a small business, so there are always big opportunities out there,” says Sam.
Photo- Allan Ho and Sam Youhanna
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