Mike Bartells Extreme Audio Mechanicsville, Va.
Time in the Mobile Electronics Industry: 23 years Career Summary: “I started out in the summer of 1991 as a part-time installer, along with another full-time job. A year or so later I got a job as a salesman at another
shop. Six years later, I moved to Richmond to manage a store, and left a year and a half later to open Extreme Audio.”
Description of Duties: “Like many owners, in the past I’ve worn basically every hat you can wear, all at once! One of my main concentrations over the last couple years has been to work more on our systems and processes to remove myself from being too directly involved in the day-to-day items. We have a great team that doesn’t need micro-managing and we have recently added a store manager to keep everything flowing and organized. My main focus is working on the aspects of our business that can be grown, such as expanding into truck accessories and stre amlining our marketing efforts.”
Proudest professional career moment: “Winning Retailer of the Year last year was pretty huge! Prior to that, just knowing the shoestring budget the store started with, and how it has grown in the past 15 years is something I’m very proud of.” Biggest mistake ever made as a business owner or manager: “A couple years into being in business, I was faced with an opportu- nity to move or add on a second store. I made the decision to open up in the location we are currently in, which was hugely positive. Te
Dean
Magnesen Sound Warehouse of Utah Salt Lake City, Utah
Time in the Mobile Electronics Industry: 45 years
Career Summary: “I saw and heard my first car stereo, a 4-track, in the late 60’s, and I was hooked. In 1969 I went to work for a record/car stereo distributor. I then became partners in the business until 1985. In 1985 I became involved with Sound Warehouse and bought out my partner (and still best friend) in 2000. Sound Ware- house has been rockin’ Utah since 1979.”
Description of Duties: “Sound Warehouse is a 12-volt machine that keeps rolling
48 Mobile Electronics August 2014
mistake was in the individual I hired to run the original store. Te store immediately dropped in business by a third, and went from being a profitable location to losing money. Had I been able to use the hiring process we do now, I likely would have ruled that individual out, and ’I’d have two locations now instead of one! Our lease was up there, and the decision was made to move forward with one store.”
Tree biggest loves, other than 12-volt: “Tis is tough, because I really enjoy working, and tend to always be in business mode. ’I’m not one to sit around, so keeping busy is a preference. I enjoy packing up and making trips to the mountains to ride four- wheelers. Also getting out of town with the wife for a day, and getting out on the town with friends when possible.”
Biggest influence in terms of expertise, professionalism and work ethic: “I think the largest influence that has taken our store to the next level is Marcel Newell and Knowledgefest. I went to my first Knowledgefest in 2005 and then connected with Marcel the fol- lowing year for a showroom rebuild. Over the years, conversations with him have been very eye-opening from a business owner’s standpoint. It has definitely helped shift my perception from being a hobbyist to a business owner. My work ethic and money manage- ment skills are something I can thank my parents for. I was taught at a young age that if I wanted something, to get out there and work for it. Without that, with the money I started with, I’d have likely failed in the first year.”
Vision for business in five years: “I see a continued steady path of growth, with new categories filling in as older categories fade.”
year after year. My various duties include keeping the wheels of that machine greased: input with specials, promotions, new lines and large buys, all aspects of our extensive marketing (radio, TV, print ads, website, social media, newsletters, e-blasts, referring banners, customer contests, off-site promotions, in-store P.O.P., store signage and more). My ‘hats’ also include the never-ending product training and contests for our sales and installation teams.”
Proudest professional career moment: “I would say my proudest moment was during late 2008, 2009, and 2010, which was an extremely difficult financial time in the country, because we did not cut one person’s time or salary and we did not cut back on our advertising campaigns. In fact, we continued to flourish.”
Biggest mistake ever made as a business owner or manager: “Te biggest mistake was not acquiring additional free-standing buildings when prices and locations were more desirable and reasonably priced.” Tree biggest loves, other than 12-volt: “Weird, but I love to work. I also love to travel and spend time with family and friends.”
Biggest influence in terms of expertise, professionalism and work ethic: “My first employer in the industry, Dick Ridges, was an ideal mentor as I was very young when we first met. My other partner, Colin Fryer, was responsible for teaching me positive lessons and influences too numerous to mention.”
Vision for business in five years: “I would like to see the business doing exactly the same thing,”
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