For Sale The Firedog Brand

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For Sale: The "Firedog" Brand

By: Dave Taylor
2009-06-19

Imagine my surprise when I saw the following graphic in the middle of my evening update from TWICE, the consumer electronics industry publication:

It's not a terrible ad for industry insiders, but still, a bit of a surprise. Check out where it leads:

streambankllc.com/engagements/firedog.html

As the site explains:

• Brand Strength

o Number 2 market position
o Multi-service offering under one brand
o National footprint with coverage of over 80% of the US population
o Market-leading customer satisfaction scores
o Generated over $272 million of sales in F2008
o Achieved 28% revenue growth and more than doubled EBT in F2008 vs. F2007

• Current Offerings

o PC Services - PC repair services, new computer set-up, remote service plans, and networking support
o Repair In Home/Depot - In-home TV repair, warranty/OEM repair services, and service depot
o Home Theater & Audio Services - Flat Panel installation, surround sound/ home audio, TV Projector mounting, custom A/V solutions

• Future Potential

o Significant opportunity for growth within the $26 billion consumer electronics services market
o Unlimited brand potential to go beyond consumer electronics

Really, rather interesting. If they're doing so well, though, with $272 million in sales in 2008, why are they in bankruptcy in the first place?

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About the Author:
Dave Taylor has been involved with the Internet since 1980 and is internationally known as an expert on both business and technology issues. Holder of an MSEd and MBA, author of twenty books and founder of four startups, he also runs a strategic marketing company and consults with firms seeking the best approach to working with weblogs and social networks. Dave is an award-winning speaker and frequent guest on radio and podcast programs.

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