Above: Brett, Mike, Nick, Pam, Liz, Marc Amore
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Since 1974, the Amore family has been doing floors, be it in carpet, hardwood or tile, add to this carpet-cleaning or repair.
Too bad I didn't meet Liz five years ago when I was desperately seeking someone to tile my new condo.
Liz said, Domenic and Mike Amore started the tradition back in 1974 with their business Action Carpet and Tile.
They sold it in 2001 and retired, but not for a long time because in 2004, Domenic's two sons, Marc and Brett, both college grads, revived the family tradition with Pride Flooring and Home Decor.
Liz is the wife of Marc. She consults the business on PR. Her day job is at the University of Miami in Media Relations.
Liz said their services are reasonably priced and they pride themselves in honest, dependable craftsmanship. Last year the sales were at $1 million plus.
When I asked her about their market size, she quoted me Freedonia industry research that estimated that demand for hard surface flooring in the US will increase 4.6 percent annually through 2013, reaching 9.6 billion square feet, for an estimated value of $12 billion. Nice!
The question now is how much of that market Pride Flooring could realistically access? That’s where competitive positioning might help.
Tight positioning allows for unique cost effective marketing strategies. Liz told me that the healthcare businesses is one of their larger customer segments. Could they position themselves as a flooring services for the healthcare industry?
And where do their largest residential sales come from? Surprise! Celebrities and athletes. Jimmy Johnson is one of their clients. It is also true, what people say, he does live on nachos!
In the early days, back in the 70s, the family went door to door asking businesses and homeowners if they needed flooring services. As far as I know, this still holds true. Ask and you should receive!
But wait, we don't have to go door to door today, do we? We have the Internet and we can ask for orders there, right? Right.
Go check prideflooring.com and see if you can figure out how they built such an impressive online presence for a small business. Hint, look for BuiltBiz.com icon at the lower left corner. Liz said they have over 1000 visitors a month and their Facebook page has over 100 followers, including past customers.
The business is financed through a small business loan. Good for them, as it is not an easy fit these days. I should know, I am doing research on financing for entrepreneurs.
If they could get more capital, Liz said, they would use if for marketing, physical expansion and inventory. They currently employ 5 people and work with several contractors.
Looking for a job in Miami? You are welcome to inquire, Liz said. Also, see my recent story How to get a job when there are no openings? All you need is to demonstrate your usefulness.
I always loved hardworking people who work with their hands. I think I'll be building houses in my next life.
But nowadays for efficient growth, I suggest to all brick-and-mortar businesses that they seriously look into adding e-commerce to their offerings. I highly recommend reading here and here relevant e-commerce case studies.
And, as always, ask me questions and share your own experiences in the comments below.
About me: I am Irina Patterson, was a Medical Doctor and tech PR executive in the past, My current passion is entrepreneurship. I'm a volunteer for the Silicon Valley-based Global Initiative 1M1M that offers free online guidance to entrepreneurs worldwide.