5. Case study_Importer

Size – Starting revenue = $2m, marginal profitability
Industry – Lighting
Individual – not for publication
Problem – singular distribution channel via electrical wholesalers. Harsher economics meant that
they shifted from stocking product to ordering on demand – significantly reducing sales. Needed
to find new, profitable ways to market that bypassed the traditional supply chain.
Solution – business review revealed that electrical wholesalers were slowly going out of business
as suppliers went direct to customers.
– enhanced direct sales to electrical contractors
– Dropped paid salespeople for online marketing via website and social media
– Pursued more profitable street lighting and sports ground opportunities, as well as industrial
lighting opportunities where lighting design skills were valued
– Currently $2.4m and profitable despite health emergency