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Interview With Grant Wickes, V.P. of Marketing, Wasp Barcode Technologies

Interview With Grant Wickes, V.P. of Marketing, Wasp Barcode Technologies

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Published by findbiometrics
We have a broad product line for inventory, asset tracking, POS and "Time in Attendance" and Biometric is 90% of our sales in the "WASP Time and Attendance" segment is through Biometric clocks. Sometimes the cards are used by heavier manufacturing companies that want the cards because of the dirt or if there are metal filings running through the air or just really dirty hands. People in this case prefer the cards. Right now biometric continues to rapidly grow.
We have a broad product line for inventory, asset tracking, POS and "Time in Attendance" and Biometric is 90% of our sales in the "WASP Time and Attendance" segment is through Biometric clocks. Sometimes the cards are used by heavier manufacturing companies that want the cards because of the dirt or if there are metal filings running through the air or just really dirty hands. People in this case prefer the cards. Right now biometric continues to rapidly grow.

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Published by: findbiometrics on Dec 22, 2009
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05/11/2014

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Interview with Grant Wickes, V.P. ofMarketing, Wasp Barcode Technologies
Aug-10-08
FB
 You just recently announced strong revenue & earnings growthin the first half of 2008 including impressive numbers for therecent second quarter verses last year and this during a sloweconomy. What is driving this growth?
WASP BARCODE
 I think the growth is driven by two things: continued executionand targeting an underserved and under-adopted market.
First, for us as a company it’s all about consistent execution in marketing and sales. For 
example, most of the work that we did for the website and continue to do drives traffic to ourweb site. We grew an incredible 60% last year and we continue to see steady traffic growtheach month this year. Once we get people to the site, it is about engagement and helpingprospective customers learn about barcoding solutions. So this year, execution is aroundhelping visitors learn and nothing is easier than rich media
 –
flash presentations, lots of video,one on one demos
 –
helping move prospective customers along the s
ales cycle…creating
motivated buyers for our sales partners. As a small company ourselves, it is truly amazing how
technology is allowing us to cost effectively market to other small businesses and we’re having
great success.Secondly, as I mentioned, our target market is small business
 –
generally employee basedcompanies of less than 250 employees with the prime target between 5-100 employees. Thereare over 2 million of these in the U.S. & Canada. We know from our research that the vastmajority of these
customers don’t use technology to help them in their business. Lots use penand paper and the ‘sophisticated’ ones might use Excel. They just don’t realize how affordable
and useful barcode-
based productivity solutions can be. Ultimately, it’s a hugely un
adoptedsegment that really resonates to our message.
FB
 Because you are dealing with a group like that is education a critical aspect of what you do?
WASP BARCODE
 It is almost like waking up a sleeping giant. Even before education it starts by stimulating
awareness… awareness that a problem exists… awareness that there is a better way. The firststep is just stimulating the people… trying to make them sensitized to the fact that technology
exists to help them. Many of these guys just run around, so busy fighting fires day after day as a
small business, they don’t step back and have the opportunity to analyze, "hey is there a better 
way to do this and if so, what should I use?"
 
 Big companies have dedicated analysts, dedicated IT people whose sole job is to improveprocesses and look for technology to make that process work. The small business owner doesnot have that luxury, so our biggest challenge is stimulating that initial awareness thatsomething does exist to help them.The next piece is education and to put it into context of their business. This is to show them howthis can actually work for them, as a retail store putting in a "Point Of Sale" system anddemonstrating how more efficient it is verses the cash register they might currently or have beenusing.
FB
 What new products are you introducing into the market place?
WASP BARCODE
 One of the biggest things I just mentioned is the POS system, especially in the Canadianmarket. We see a big opportunity because so little emphasis targets business owner of the
single retail stores. For example, QuickBooks is a product in the U.S. but doesn’t have the POS
version up in Canada. We have just launched a new version of our POS hardware and softwareand are introducing that to the Canadian market and the U.S. market.
FB
 How does your Biometric line-up compare to your other lines in terms of growth?
WASP BARCODE
 
That’s interesting
- we have a broad product line for inventory, asset tracking, POS and "Time inAttendance" and Biometric is 90% of our sales in the "WASP Time and Attendance" segment isthrough Biometric clocks. Sometimes the cards are used by heavier manufacturing companiesthat want the cards because of the dirt or if there are metal filings running through the air or justreally dirty hands. People in this case prefer the cards. Right now biometric continues to rapidlygrow. Biometrics are well received. To your point earlier, very few people recognize that for$1000.00 you can get terrifically good Biometric Clock & Time & Attendance software and we have case studies that show that the biometric solution pays for itself with customers in as littleas 2-3 weeks. It is mind-boggling how quickly the return on investment is for these smallbusinesses when they are using a biometric solution.
FB
 So it gets back to that educated aspect to make sure that they are aware that these solutionsexist?
WASP BARCODE
 Correct, and one of the ways we try to do that Peter is that these business owners love andresonate with reading about or learning about their peer group, people like themselves. So we

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