CE Pro August 2021 - 37

" We looked at a few commercial spaces
to lease, but it's very difficult to enter that
market. You take on a huge risk. You take on
more employees and spend a lot of money, "
says David.
The thought process behind opening up a
retail store was to help differentiate Theater
Advice from the competitors, of which Huse
claims there are thousands of businesses
offering custom installation services in the
Dallas area. Huse didn't want to necessarily
capture retail foot traffic, but to attract potential
clients who would see the retail store
and conclude Theater Advice is a more-established
business, and thus opt to work
with them instead of another company.
" We got a little spooked, " Alissa recalls.
" We had babies at the time and we had a
great life. But we knew that if we didn't do
cepro.com
it, we would feel like we were missing out on
something. It was terrifying. It was a lot of
money and if it doesn't work, you're screwed.
I pushed David more than I normally would
to open the store. "
After looking at hundreds of potential
locations, the Huses opened their first store
... in what proved to be the " wrong spot. "
" We made some rookie mistakes, " admits
David, including hiring several ineffective
employees and most importantly, choosing
a storefront on a busy high-traffic street
that wasn't easy for customers to see
because it was shrouded in trees and in a
convoluted shopping center with restaurants
and other stores.
" I don't think we ever once had somebody
walk into the store who said, 'I was
just next door eating a burrito and decided
August 2021 CE Pro | 37
Theater Advice's showroom
includes traditionally
impressive multiple
home theater and 2-channel
audio demo setups,
but one area prospective
customers really appreciate
is the kids' play space.
That bit of savviness
enables full focus on the
sales pitch, and kids stay
so entertained they don't
want to leave.

http://www.cepro.com

CE Pro August 2021

Table of Contents for the Digital Edition of CE Pro August 2021

CE Pro August 2021 - Presentation
CE Pro August 2021 - Cover1
CE Pro August 2021 - Cover2
CE Pro August 2021 - 1
CE Pro August 2021 - 2
CE Pro August 2021 - 3
CE Pro August 2021 - 4
CE Pro August 2021 - 5
CE Pro August 2021 - 6
CE Pro August 2021 - 7
CE Pro August 2021 - 8
CE Pro August 2021 - 9
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CE Pro August 2021 - 11
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CE Pro August 2021 - 15
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CE Pro August 2021 - Cover3
CE Pro August 2021 - Cover4
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