YouTube Reviews

After reading everything you have posted here and looking at your existing website, I am left with the feeling that you and your partners may have a lot of internal work to do on the business before considering a launch.  Maybe I have the wrong impression but in any event I will share my thoughts.

It seems you have an existing company that focuses on upgrading and repairing audio equipment that has been designed and manufactured by others, your business model promotes sales primarily by word-of-mouth, and you now want to expand by designing and manufacturing a new line of audio equipment in-house, which you will bring to market.  

@thecarpathian asked, “What will you be specializing in?”, to which you basically replied, amplifiers, preamps, and phono stages.  If I were a potential customer, I would be curious about which of those products you initially plan to focus on, what is interesting about your new products, and specifically what design choices and/or sonic characteristics set them apart from the competition within the intended price range.  I would want to see high-resolution images of the equipment, preferably inside and out, and I would expect the appearance to be attractive, well-built, and consistent across the product line.  Clarity and consistency related to your products is about building and defining your brand, which will help define the sandbox you are playing in and will help potential customers decide whether to spend their money.  Your brand promise, and the appearance of your equipment, should be thoughtfully presented and attractively displayed on your website. 

When you launch your first product, it should be as fully developed as possible.  In the audio world, having a “win” with one of your first products out of the gate can validate your brand – think Aerial Acoustics with their Model 10T, which was named Speaker of the Year by Stereophile magazine in 1996.  You only get one opportunity to make a first impression, so make sure you achieve what you intend, both sonically and aesthetically, before releasing your initial offering to reviewers for public comment.  Maybe consider a beta group of experienced audiophiles to provide feedback directly to your team pre-launch, if you haven’t already done that. 

Kudos on the company name, Vu Jade, which I assume may be a take on George Carlin’s Vuja De - “the sensation of experiencing something familiar as if it were entirely new or unexpected”.   IMO, that is a cool concept as related to marketing audio equipment, so consider using it to come up with an engaging company tagline which, along with the company name and an attractive logo, will enhance your brand recognition.  Another suggestion is to take a look at successful companies that have had a similar start to yours.  Dan Wright’s ModWright Instruments comes to mind, since he was able to grow a successful company from an equipment upgrading operation that seems to have been similar to your current situation. 

Finally, don’t underestimate the importance of effective business practices as many designers with passion and expertise ultimately fail at the business because of issues such as underpricing their offerings, supply/demand/capacity considerations, vendor issues, manufacturing quality and consistency, responsive customer communications, after-sales servicing, and more.  Think it through and good luck.

@mitch2 Superb response!!!

@bigkidz Fine but what I dislike is dishonesty.  You made a statement "Besides doing repairs, we also upgrade products that are not in need of repair.  Among them, Jay’s Audio, Lampizator, Grover Huffman, etc."  I know for a fact that is false as to Grover Huffman (trying his cables is zero compared to repair or upgrade his equipment).  Jay's Audio also does not recognize your work although you may have done so (what magic did you perform on their equipment, unless it was merely a minor repair)?  That you used to manufacture DHT DACs prior to Lampizator and now use commonly available tubes (which they are also doing now) is neither here no there.  

Vu Jade had better have a finished perfect product with offering something either pricewise or quality wise that attracts attention.  If you want a comparison with a superior quality and higher priced product launch, look at Westminster Labs.  Angus first launch for a marketable product was his REI monoblock amps, then a pre-amp and phono pre-amp.  He is small and kept it simple and stylish with multiple reasons that his gear attracts attention.  1. Class A claim, low heat, high power   2. small chassis  3. superior components 4. minimalist design, shortest circuitry/cabling 4. carbon fiber option used throughout  5. low weight  Then his Quest pre-amp  1. superior components 2.10 levels of voltage regulations throughout 3. minimalist design-remote with huge visible volume/selector lighting 4.carbon fiber use on chassis and boards 5.expansion capability for phono (3 types), DAC, or two more single ended inputs   

That both products are solid state with superb sound and adequate power attracted me, a 50+ year tubeophile.

Your equipment could be lower priced and provide a niche but the more differentiated and desirable characteristics, the less intensive marketing is required.  I know of one field coil manufacturer with a small line of excellent speakers who spends an exorbitant amount of time in marketing and only sells about a dozen speakers annually, handmade by himself.  Decide on what market you want to play in and follow @Mitch2 advice.

Excellent advice.

Do not rush.

Case studies:

#1:  Bob Backert of Backert Labs began his marketing push – this way.  Ten years later, his company continues to specialize in line stages only.  They are highly regarded – as demonstrated in this review.  

#2:  Joseph Chow of Audio Horizons began his marketing push – this way.   After many years of positive feedback for his modding, he expanded into preamps, amps and DAC’s.  His preamp received this glowing review.*   Yet, there was no budget for advertising.  After his enthusiastic marketing representative passed away, the brand ran out-of-steam.  

#3:   Mark Towle of Gotham Garage, from the hit Netflix Series, “Car Masters, From Rust to Riches" has two of his cars in the Petersen Automotive Museum. (A huge accomplishment - like winning two Oscars in the car world.).  After decades of custom modding, he wanted to build his own Supercar for the ultra high-end clientele.  After much ado and much frustration, he did it.   Yet, he discovered that he didn’t enjoy dealing with the demeanor of the ultra high-end clientele.  He was much happier when he returned to custom modding where his customers were overjoyed with his services.

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* Disclaimer: I own this Audio Horizons preamp. It sounds amazing.

@steakster - I always wanted to try that Auido Horizons preamp and just never found a good opportunity or time to try one.  I am not surprised you like it.