Advice For New Company

[YambekaAudio]

If anyone has the time, please detail what advice you would give to a new company that has entered the loudspeaker business, offering economical 5.1 home theater speakers. We are facing challenges marketing our speakers due to many potential customeras dismissing our products because they have never heard of our brand name. Any input or constructive criticism would be greatly appreciated.

Thank You
Brian

 

[bgeiger]

You asked....

I think the THX moniker is very deceptive, and frankly would not buy based on that alone. A quick google search of your company name delivered a flood of your self published press releases. They basically all say the same thing, all with serious grammatical errors, and a lot of self serving information which has little to do with the product. The next most common theme is an association with your company and the "white van" method of selling of speakers. That is not good..... Lastly, it seems as if you flooded the forums with your advertisements, which is generally not looked upon in a positive manner. And I have read some of the responses from some of the forums, and they are not kind...

 

[YambekaAudio]

Thank You

For your kind and honest critique. The 'THX' moniker is a model number assigned by our manufacturer. Unfortunately, the THX model number has caused quite a bit of confusion. We never claimed that we were certified by THX, however the THX model number has lead to our being verbally bashed by many who have seen our advertisements.

The self published Press Release was done in a rush, and in hindsight more time should have been put into it. Now the 'white-van' association, has troubled me quite a bit. It seems that if a loudspeaker company is not well-known, the company seems to automatically be associated with some sort of unscrupulous selling activities.

In any event, I am learning-and all feedback is appreciated.

Thank You

 

[woodman]

You say that "all feedback is appreciated". Excuse me whilst I put that statement to a severe test. I'm afraid that you just might have to recant, since what I have to say to you could be viewed as unkind - but it is brutally frank (and honest).

My advice to you is quite simply -

cut your losses and get the hell outta the loudspeaker business while you still have your pants!

You have entered the most competitive, over-populated, most cutthroat segment in all of the consumer electronics industry. Where the number of "manufacturers" that sell receivers, DVD players, power amps, tuners, pre-pros, cassette decks, turntables, accessories, etc. number in the dozens, the number of "manufacturers" competing for a piece of the loudspeaker biz number in the hundreds ... quite possibly even reaching the 1,000 mark! This makes survival let alone profitibility a very difficult proposition at best - even for companies with vast financial resources. A "startup" company with limited financial clout (which I assume describes your company), is trying to do the nearly impossible. Unless such a company has a startling new technology to exploit, your chances of success are so slim as to be disheartening, to say the least.

I'm sorry. I'm sure that this is NOT the sort of "feedback" that you were looking for - but it IS the truth, as seen by the eyes of someone who's spent an entire lifetime in the C-E industry.

 

[bgeiger]

I should have added in my reply that you sound like a nice person. I read a few of your replies in the forums where you "press releases" were criticized, and your responses were professional and humble. No personal attack whatsoever was intended on my part. Additionally, I did read some responses from your e-bay sales, and the buyers appear to be satisfied with their purchases. But, I just can't imagine that you can make enough profit to cover the expenses of doing competitive business with the prices you are charging. What woodman says above is true...

 

[BMXTRIX]

1. Dump the THX name - PERIOD. When you present a well respected audio moniker on your lower priced product then you aren't only setting yourself up for ridicule, but you are in a position to be sued by the folks over at THX laboratories.

2. Get your product reviewed. Don't just send out press releases, but get your speakers to sites (like this) and to magazines for some critical review. If you believe that you offer a valuable product for the money, especially when considered to other products that cost the same or MORE, then you should not be afraid to do that.

3. Your website is not very informative and is very "used cars salesman" in feel.

When someone clicks on 'SPEAKERS' then start with product information. Detailed photos, frequency response, the works. Show more images of each and every speaker. Not of packages, but of the individual products. Show a smaller photo of each piece and allow people to really read the details of that product. Like a small pic of the center channel, then when the user clicks, they really get the details and can see multiple photos of the entire product - closeup! GOOD PHOTOS!!!

If you are selling through your site, put the selling section in a different location from your informational section. Put the packages together and talk about the customer savings for those packages.

4. On your site, you don't have facility or build photos. There is no contact address, there is no contact phone number. Besides a web address (to hide behind) how to people actually get in touch with you or have any reason to believe you are serious or your product isn't a waste of money?

5. If your product sucks - prepare for it to not sell no matter what you do. If it is excellent, then it may take a couple of years before it gets much recognition, but one of the ways you will get it is by going to trade shows. CES, CEDIA, and Infocom are all arenas where you can show your product off.

6. If you believe your product to be excellent, then picture it with other great components. The A/V receiver you have pictured almost looks cheap compared to a nice Denon, Yamaha, or a real exqusite piece like a Meridian or nice McIntosh receiver/amp.

7. Press releases are hype, reviews are real. Get your product where it needs to go for reviews and make available hi resolution, high quality photos for press and publications.

The white van feel comes from a lack of these things. The feeling that you are not available to support your product and that your product is overpriced despite the low cost. I will spend twice as much for half the quality from a manufacturer that I believe will be there for me should I have a question about the product. That extra peace of mind is very valuable.

 

[Bryguy]

I hope you know some good corporate attorneys if you are using the letter combo of "THX" on any audio / video product. This combination is fully trademarked and you are looking for trouble. It doesn't matter if you are or are not saying they are certified or not. Take it from an insurance guy, you've just barely started and you've already got yourself completely screwed.

Bryguy

 

[Audioholics]

Posting three commercial posts with links to your products in our forums isn't a good start either. We declined your review specifically because your site offered very little product information, incorrectly (and misleadingly) used the THX designation and failed to offer any real contact info for your company.

 

[DSMCasey]

You seem to be really big on the "price" of your speakers on your website. Although everyone wants a good deal, anyone who is going to buy speakers seperate from the rcvr usually doesn't care that much about price and cares more about quality and brand. I mean, most people who don't have a lot of cash to spend on HT will just buy a HTIB and be done with it. Really sit down and think about who you are marketing to. What does this person look like and why would they choose your product over the alternatives? There are three major drivers of any purchase: Price, Brand, and Quality. However, the importance of each changes depending on the product. Anyway, you get the idea.

P.S.- Get out of the speaker biz, try real estate

-Case

 

[calgarianperson]

i also agree that the website needs work... on here when someone mentions something i should look at i first head to the website to see what its all about. i don't mean to be so critical but the coding on your website could easily be done by someone who hasn't made another website. even frontpage (200 dollars) can make awsome websites that could showcase your product and allow you to present a newer image verses a website that would have been really good 10 years ago.

 

[BMXTRIX]

Posting three commercial posts with links to your products in our forums isn't a good start either. We declined your review specifically because your site offered very little product information, incorrectly (and misleadingly) used the THX designation and failed to offer any real contact info for your company.

Hawke, I hope if you gave him some constructive critcism and he responds appropriately that you reconsider reviewing the product. A good deal is always a reward for the end user and should the product end up being very poor, at the very least you will have the chance to let him know that it doesn't compare to speakers included with HTIB systems that you have seen. But, by chance, if the speakers sound good, then there are a lot of people who visit this site that may appreciate that knowledge.

Obviously, some other things need to happen first though.

 

[YambekaAudio]

Honest Critiques

Thank you all for all of the informative and honest replies. You have given us valuable insight and directives. The challenges we have faced thus far, are really small comapred to the rewards that one receives when attempting to make a dream come true. Yambeka Audio is really just myself and my wife. The idea of branding our own speakers spawned from a road trip to Vegas from Ohio for the 2004 CES show. We met a great manufacturer, who could make our speaker ideas and designs a reality. We truly beleive in the idea, that anything is possible with a positive attitude and great product.

There are dozens of loudspeaker companies-but none really seemd to address the need for both economical and quality products. I recognize that "economical-products," is subject to your target consumer-but their arent many decent system on the market that you can purchase for $200-$250.

We initially resisted the idea of putting all of our conatct info on the web, since we were operating our business from our house. However, due to the responses we have received here, we have acknowledged that it is imperative that we list a physical mailing address that our potential customers could view. We are also working on revamping our website. It is tough though, when you are trying to be the marketer, webdesigner, salesperson, etc etc. But I have learned though that with perserverance-nothing but success will result.

It is unfortunate that the owners of this website refused to review our 5.1 home theater speakers-such is life. I would hope though that they overstand that mistakes are not tantamount to willfully misleading a consumer. Our manufacturer assured us that having the model name THX-1 would not infringe on others copyrights. They were wrong, and we have desisted from using the THX model number on any future advertisements. We do request that it be fully explained what constitues 'commercial' advertising. All over the message boards, different individuals have written about a multitude of companies, as well information regarding where these items can be purchased. Is it the fact that I am the owner of my company-and I directed an individual who was looking for 'low-cost' speakers a link to our site. I am assuming this is the infringement. If I violated your rules and regualtions, I will re read the rules for posting, and will not commit the same 'infraction' again.

We are here to learn and be a part of the home audio profession and community, and for that we extend our sincere thanks

 

[Audioholics]

You've certainly made a quick change on the site. We may "hit hard" but I think you'll find it's all for the better and you will do better because of it. The "hive mind" has a way of getting quickly to the point.

Perhaps after we get through this last round of reviews we can give a listen around March/April.

Commercial posting is merely when people use our forums to place ads and direct sales to their own websites (or when people are enlisted by others to do the same.) It's fairly obvious when it happens - and it's equally obvious when someone is just talking about a great speaker they just bought or heard. If we allowed what we call 'commercial posting,' it is likely that we'd be unable to do what we do after about 6 months and the forums would be a haven for companies to overrun it.

 

[jimmit]

Yambeka Audio - You received a lot of constructive criticism and some very useful advice. I agree with almost all of it -- except with the advice to quit.

DON'T QUIT!! Hang in there long enough to ensure that you give it a fair and reasonable shot. If this is your dream and you quit, months or years down the road you will always question your decision. You don't want to go through life wondering if you got out of the business too soon; wondering if you might have made your mark in the audio world had you stayed longer; wondering . . .

Hawke - I was pleased to see your response.

 

[Bicster]

Proper grammar and spelling also provide a more professional "feel"

 

[sjdgpt]

We initially resisted the idea of putting all of our conatct info on the web, since we were operating our business from our house. However, due to the responses we have received here, we have acknowledged that it is imperative that we list a physical mailing address that our potential customers could view.

I work outside of the audio industry. We have various terms that apply to somebody "operating our business from our house". None of those terms are very flattering. A physical address is nice, but our screening process will discover your "operating our business from our house", and the results will not be very nice.

It is imperative that you relocate to a commercial location. While you may not seek "over the counter" sales, a commercial location will demonstrate your willingness to invest in your business, and will typically result in greater industry support.

 

[Rob Babcock]

Won't dispute what sjdgpt says, but there are a few pretty successful, albeit small, audio operations that essentially work out of someones garage (eg APL, Ellis Audio). And many of the biggies started that way (eg Legacy Audio, Audioquest).

Word of mouth can be very important, and that's one area where the net is a boon to the small businessman. How often do you see a print ad for Ellis Audio? VMPS? GR Research? Adire Audio? IRD? Yet they all do pretty good business (at least, good by their standards). Building a better mousetrap doesn't guarentee success, but if you can create a good product, sell it at a fair price and get the word out to the customer, you give yourself a chance.

 

[sjdgpt]

but there are a few pretty successful, albeit small, audio operations that essentially work out of someones garage (eg APL, Ellis Audio). And many of the biggies started that way (eg Legacy Audio, Audioquest).

Never forget Apple Computers. The early days they were really out of the garage.

But this guy seems to be more of a designer or marketer, with the actual manufacturing being performed by an outside firm.

 

[Votrax]

A lot of people start businesses out of their home. Not everyone starts out leasing a commercial building. Michael Dell started selling computers from his dorm room and did it for years. No matter where your business is located it's a good idea to make your location available to the comsumers. It will definitely make people more comfortable doing business with you.

 

[Audioholics]

Plagiarism seals the fate of this audio company.

Y*mb*ka Audio is plagiarizing other websites for thier website content. Im including some quotes as I'm hoping he'll immediately change the site. Case in point:

"...clearly and dramatically reveal everything that's on the actual musical recording or televised production, whatever the source material, and present it in a sound space where the speakers "disappear" into a proportionately sized, three-dimensional space. Yambeka Audio speakers allow the listener to hear everything, even the imperfections in a soundfield..."

...and just about everything else on his "Surround Sound" page:

Came from this page:

http://www.customretailermag.com/doc/281952385796884.bsp

On the right you'll see this text:

"...depending on whether they will be used for Dolby Pro Logic sound or discrete digital soundtracks such as Dolby Digital or DTS (Digital Theater System). For the best listening experience, a home theater..."

...and just about all the rest of it on the page...

Which came from here:

http://www.audiopro.com/hometheater/default.asp

Even the ABOUT US page is an almost exact ripoff from here:

http://www.credit-suisse.com/en/who_we_are/ourbrand.html

I'm sure there are lovely excuses for this, but the bottom line is that the site is live (so the fact that it's still incomplete isn't a good excuse) and I've extended enough grace. Case closed - and so is this thread.

No more threads/posts on this company please.