Articles and whitepapers

Guest Commentary: If you have a great idea, run with it! (3/3/2008)

By Hans Weibel, Weibel Lift

I have been working in the AV industry for over 25 years, and am the owner of a Swiss AV installation company located in Menzingen near Zug. Having installed projector lifts for many years, and having been frustrated by the limitations of scissor lifts and their lack of precision, I got to the point where I finally refused to work with these types of lift. I could see that the market needed a lift that was easy to install, reliable, and that opened and closed with precision. No such thing existed, so I invented it and patented it.

First I sold this precision lift via my Swiss AV installation company, but in March 2007, I set up a new company, Weibel Lift AG, with two partners, to really make a success of the spindle-based lift.

Just a year on and the company has already exceeded our expectations. We have sold over two hundred lifts, none of which has had a manufacturing defect, and although we were confident of being able to maintain 'Swiss quality' for each and every unit, no matter how many we made, I still feel very proud of this achievement.

The importance of marketing and distribution

Our lifts have been thoroughly tested, and I personally guarantee each one of them, but I also realise that it is no good having a great product if you're not going to tell the world about it. It is vital to attend the right trade shows and get involved with the media. Indeed we have taken every opportunity to publicise the lift, and were thrilled at having been shortlisted for an InAVate award at this year's ISE show, even though we had only been on the international scene for less than a year.

Finding the right partners to distribute your product is also crucial. They will help extend your reach and offer the advantage of experience and an established customer base. In our case, while our home territory of Switzerland is quite important for us, distributors such as Armour Home Electronics in the UK, Dutco Tennant in the UAE and BMB in The Netherlands, will help to open up new territories, and are key to our future growth. In a very short space of time, Weibel Lift AG has made a name for itself. The AV industry is starting to know us and believe in the Swiss quality and precision that we offer.

Keeping ahead

Looking forward, I think that high-end consumers will continue to move towards projectors and projector lifts. It is clear that households are beginning to demand ever larger TV screens, but don't like the aesthetic dominance of large fixed television sets. The projector lift therefore, offers an ideal solution for such consumers, in that it provides a large picture, yet can be discretely hidden, along with the screen, when not in use.

However successful you are, you must always think ahead, while focussing on your strengths. As a trained engineer, I am quite proud about our speed of innovation. In addition to launching the Weibel Projector Lift internationally, we have developed a new invention, the Weibel Projector Lift Mini, that fits into a 500 by 500mm space while retaining the advantage of the minimum height of 15cm. We also plan to show a unique television lift product during CEDIA UK Expo in London.

Keeping a balance

Launching a new product takes a lot of energy and commitment, but having just become a grandparent for the first time, I am reminded of the importance of maintaining a balance between one's personal life and business. My son-in-law is now running the Swiss installation company, and my two partners in Weibel Lift AG are making sure that the finances and sales and marketing side of things are running well, allowing me to concentrate on my passion of engineering.

Last week there was superb snow in Switzerland, so I went to the slopes to enjoy some time off skiing. When you stand at the top of the hill ready to go down, the thrill is great, and I am still surprised how my experience automatically kicks in, allowing me to cope with the speed of the run. I guess this is similar to my experience in business - you're never too old to have a great idea and make it work. Make a product that's needed, test it thoroughly, get the right team around you, sort out your marketing and distribution, take a deep breath and enjoy the ride!

Hans Weibel is a partner in Weibel Lift AG, manufacturer of the Weibel precision projector lift.

www.weibellift.com