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“Becoming the 800-Pound Gorilla in a Very Small Zoo A Niche Business Adventure”


By Ramona Rudert


It was interesting to see how a company selling high priced automotive equipment has become successful in spite heavy competition in a small niche market. Ms. Rudert gave an excellent speech on some of the challenges her company has faced and how they have overcome those challenges.


Some of the problems her company has faced are as follows


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• Heavy competition


• Infrequent purchases


• Shrinking margins


• Too much product chasing too few buyers


To overcome these problems her company has had to be creative as well as persistent. One example she gave was when their new paint booth came out it was drastically more expensive then what local business were used to so in order to show them the difference her and her husband set up a new company that allowed people to rent the new paint booth for the day. This let potential customers come in and paint in the booth and see the difference. This marketing strategy led to sales of the paint booth and has set this particular paint booth as the industry standard. In addition to creative marketing strategies the following are a few of the other ways that her company has overcome challenges


• Creating a website presence


• Pioneering new products


• Creating multiple streams of income


• Establishing a profit partner program with their dealers


In a small industry such as the automotive equipment industry Ms. Rudert believes that great companies make a big difference in the little details. I have to agree with Ms. Rudert. Company’s products are becoming comparable but the difference is in the service, the website, the convenience, and the little details.


Ms. Rudert said it best when she shared this quote. “The real path to greatness it turns out requires simplicity and diligence. It requires clarity, not instant illumination. It demands each of us to focus on what is vital and to eliminate all of the extraneous distractions”


- Jim Collins





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