COMPANY INFORMATION
VISION
COMPUTING
Executive Summary
1. Introduction
VISION COMPUTING is a New Mexico owned and operated consulting company
offering a wide range of computer related services. Our approach
to customer service caters to all user levels from beginners and novices
to advanced "power users." Computers are very powerful tools, and are increasingly
used in all areas of business, recreation, entertainment, and education.
Like any other tool, some experience and expertise are needed to use the
computer to it fullest capabilities. Our aim is to help our customers get
the most from their computing tools.
The founders of VISION COMPUTING recognized the need for services specifically
geared to each individual user's skill level and application requirements.
The company was founded in 1994 to meet the goal of providing personalized
and individualized services to users in a cost- and time- effective manner.
2. Market Niche
Simply stated, our target market is any user or group of users that desire to get more from
their personal computing tools. From helping a rank beginner buy and set up their first personal computer,
to upgrading systems and engineering the network for a small business or
organization, to designing and developing a commercial web site, VISION
COMPUTING has the skills and experience to handle a diverse range of customer
requirements. We have segmented our market by dividing computing services
into six main focus areas.
•
System Design, Set-up and Support Services
•
Upgrade and Repair Services
•
Graphics and Digital Image Creation Services
•
Web Site Design and Development Services
•
Group Training Programs
•
Individual Tutoring
Further, we organized these markets based on user skill levels. We have
seen that beginner and novice computer users have considerably different
service requirements than do advanced technical or business users. Thus,
we have further divided our service market into three user skill levels.
•
Services for Advanced Technical and Business "Power Users"
•
Services for Intermediate Level Users
•
Services for Beginner and Novice Users
There are other companies in Albuquerque and throughout New Mexico that
offer services similar to VISION COMPUTING. In fact, the 1997/1998 USWest
Yellow Pages for Albuquerque and surrounding areas has approximately
130 companies listed in the section COMPUTERS - SOFTWARE
& SERVICES. However, in comparing the companies listed in the
95/96, 96/97, and 97/98 yellow page directories we found a very high turnover
rate. Further, among the companies questioned, 45% are no longer providing
personal computing services. Rather, they are concentrating their efforts
on business related products and services.
By focusing our efforts on home and small business users, VISION COMPUTING
fills an important and growing niche of computer users. Unlike most of
our competition, we provide the convenience of service right in the customer's
own home or office. Virtually all of our training and tutoring programs
are done at the client's site and in most cases repairs and upgrades are
also done on-location.
3. Marketing Strategy
For the first two years of our existence VISION COMPUTING employed a
passive marketing scheme. Our only source of advertising was customer referrals
and "word-of-mouth." In 1995 and 1996 we did not spend any money on marketing
or advertising. In 1997 we initiate a more aggressive marketing campaign.
This was done by spot advertising in local business and computer magazines,
by exhibiting at the 1997 New Mexico Computer Expo, and by posting our
inaugural web site. These efforts combined to give VISION COMPUTING more
public exposure in the second half of 1997 than in the two years preceding.
In the fourth quarter of last year we obtained a record number of clients
and most were not referrals from existing customers. Clearly our new marketing
tactics were paying dividends in new business.
In 1998 we have expanded our marketing and advertising even further.
Earlier in the year we moved to a new Internet service provider and obtained
our own Internet domain (vision-computing.com). Throughout the year
our World Wide Web site has been undergoing major revision and it is now
the center-piece of our marketing, advertising, and customer information
efforts.
Additionally, we have refined our advertising campaign. Since mid-year
we have been running regular advertisements in ComputerScene. This
Albuquerque-based publication is a monthly computer magazine with readership
of well over 30,000 throughout New Mexico.
To further promote the company we returned as exhibitors and
presenters at the 1998 New Mexico Computer Expo, recently held in Albuquerque.
4. Fiscal Policies
VISION COMPUTING has followed, and will continue to follow, a fairly
conservative fiscal policy. The company was started with virtually no startup
capital and as cash reserves achieved certain levels we purchased the equipment
and supplies we needed. With a few exceptions, we have generally operated
under the basic pretense that if we don't have the money in the bank, we
don't buy anything. This may have limited our growth, but it has also kept
our financial liabilities at very low levels. Further, over the past two
years we have obtained a line of credit for the company and
this has helped our growth by providing a means of purchasing new equipment.
By the close of FY 1997 we had completely paid all outstanding debt. We
are planning to do the same again this year.
5. Business Organization
VISION COMPUTING is currently organized as a sole proprietorship. This
was the least expensive way to "open our doors" but has obvious limitations,
especially for liability. If business continues to grow as projected, we
plan to reorganize the company sometime in 1999. Both C-corporation and
limited liability corporations have been suggested and we will be examining
the pros and cons of each business structure with our legal and financial
advisors.
To supplement the knowledge and expertise of our principals, VISION
COMPUTING is forming a board of advisors. The board will consist of experts
in legal, financial, accounting, marketing, and sales who will provide
advice and guidance in exchange for services from the company. The board
members do not have any financial interest in the company. To date we
have filled two of our advisory positions: legal and advertising.
Mark R. Leo-Russell
Owner/Chief Operating Officer
October 1998
VISION COMPUTING
e-mail: visicomp@vision-computing.com
web: http://www.vision-computing.com
phone (505) 275-1502
