Small business success stories: Emotiva

After several years as an audio electronics manufacturer for other companies, Dan Laufman wanted to introduce his own brand of electronics built around two of his passions: music and home theater. The challenge was to take the same high-quality equipment he was manufacturing for other companies and offer it directly to the consumer, eliminating the middleman and making his product available at a price no one else could offer.

FedEx started working with Emotiva in 2007. Since then, the company's business has significantly increased. Emotiva's FedEx account executive attributes much of this success to an increase in the company's international shipping.

International business wasn't a priority for Emotiva in the beginning. In fact, during a quarterly business review, the FedEx account executive noticed Emotiva had shipped only one international package during the entire quarter. She inquired about Emotiva's potential for additional international shipments. Co-owner Cathy Laufman explained they'd actually been turning away international orders daily because they believed the process was too complicated and expensive.

When asked if Emotiva would consider giving international shipping another try, the Laufmans reluctantly agreed and FedEx went to work. The FedEx account executive teamed up with her international counterpart to develop a very competitive pricing strategy for both imports and exports. With that hurdle out of the way, the FedEx team next focused their attention on showing Emotiva how FedEx could simplify their international shipping processes.

They introduced Emotiva to FedEx® Global Trade Manager, and engaged FedEx Trade Networks to assist with setting up Emotiva in the non-resident importer program for Canadian shipments. The team also introduced Emotiva to their local international world ship agent, who helped the company with customs document questions. Within months, Emotiva's international shipping activity was on the rise and the company's revenues began to soar.

"It's difficult to ship this type of high-end equipment internationally at such a low price, which makes Emotiva stand out as a great option for international customers," says the FedEx account executive. Emotiva's international expansion has also generated higher demand for their product within the U.S.

Emotiva uses FedEx Ground®, FedEx Home Delivery® and FedEx Freight® services for their shipping needs within the U.S. Additionally, they take advantage of numerous tools, including billing, label creation, shipment-status tracking and scheduling pickups. For more information on Emotiva, go to

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