The only way we can hope to differentiate well is to define the vision of the company to be an information technology ally to our clients.
We will not be able to compete in any effective way with the chains using boxes or products as appliances.
They think about price because that's all they ever see.
We have very good indications that many would rather pay 10-20% more for a relationship with a long-term vendor providing back-up and quality service and support; they end up in the box-pusher channels because they aren't aware of the alternatives.
There are six part owners, including four investors and two past employees.
The firm includes 21 employees, under the president and four managers.We need to effectively compete against the idea that businesses should buy computers as plug-in appliances that don't need ongoing service, support, and training.Our focus group sessions indicated that our target home office markets think about price but would buy based on quality service if the offering were properly presented.We currently depend on newspaper advertising as our main way to reach new buyers.As we change strategies, however, we need to change the way we promote ourselves.They expect the copy machine vendors, office products vendors, and office furniture vendors, as well as the local graphic artists, freelance writers, or whomever, to visit their office to make their sales.Many small companies turn immediately to the superstores (office equipment, office supplies, and electronics) and mail order to look for the best price, without realizing that there is a better option for them at only a little bit more.AMT provides both computer products and services to make them useful to small businesses.We are especially focused on providing network systems and services to small and medium business.We will be refocusing on our core message of service through radio, cable TV, sales brochures, direct mailers and newspapers. We sell AMT, not Apple, IBM, Hewlett-Packard, or Compaq, or any of our software brand names.The Yearly Total Sales chart summarizes our ambitious sales forecast.