Sticking to the business plan

Turning business away goes against the grain for most entrepreneurs, but this business targets a specific kind of customer

PLANO -- For most entrepreneurs, the biggest challenge in launching a new company is getting customers. For David Harwell and Greg Hill, owners of Audio Video Unplugged, it's having to turn potential clients away.

Harwell and Hill, both former professional athletes, launched their business about a year ago to provide sophisticated audio-video systems to luxury homeowners and builders. The custom-designed networks include everything from home movie theaters to music, lighting, and security systems and range in price from $20,000 to $250,000 -- with some topping $600,000.

Harwell said the level of customer service he and Hill want to provide requires them to focus only on high-end jobs -- no project is below $20,000. "It's hard to turn away work, especially when you're just starting out, but we are really determined to stay focused on our business plan," he said.
So far, the plan is working. The partners expect their company to generate $2 million to $4 million in sales this year.

Harwell began tinkering with car stereos when he was 14, then moved indoors to work on residential sound systems. He was a pitcher for the Cleveland Indians and Kansas City Royals until retiring in 1991, but always considered it a side job. "I played professional baseball, but electronics has always been my career," he said. The duo met when Harwell, then with a competing company, sold Hill an audio-video system for a home he was building in Flower Mound. A former running back for the Kansas City Chiefs and a self-described "gadget king," Hill was so impressed by Harwell and intrigued by the business that he suggested the pair go out on their own. Harwell had long been thinking about launching his own company but hadn't met the right partner. The discussions grew serious, and a plan was hatched.

"As soon as the paperwork was drawn up, I retired from football the next day," Hill said. "The NFL tells us that within 18 months of leaving football 86% of all players are divorced, broke and can't get a job. I wasn't going to be part of that 86%." Hill said his background as a former NFL player helps open doors and close deals. It also puts him in touch with potential clients.

"We're doing a job now for Tony Richardson with the Kansas City Chiefs," he said. "Once you're a professional athlete, you're in a brotherhood. And these are just the type of guys that are interested in -- and can afford -- our systems." Custom builder Ali Manteghi was A/V Unplugged's first customer and remains one of its biggest fans.

"David and Greg have a total commitment to designing the best systems and providing the best customer service," he said. "They will create these awesome, very complicated, expensive systems and still make it easy for people to use them. It's unreal."
Manteghi, whose homes range in price from $600,000 to $4 million, includes a home theater in all of his designs.

"In years to come, every upper-end home will need high-tech audio-video systems, much in the same way they need computer access now," he said.
Harwell said the next step for Audio Video Unplugged is franchising.
"This concept will transfer well to other markets," he said. "We will hand pick the franchisees and retain at least a 50% ownership in any franchise organizations."

Christine Perez Staff Writer
© 2002 American City Business Journals Inc.