Listening and learning inspires audio co to grow

Listening and learning inspires audio company to grow its business

Mentoring services, re-branding advice and guidance on quality standards have helped a Wellington company recognise the business potential of the sound equipment it makes to help children hear and learn better.

Microwave Systems Ltd is now looking at long-term growth opportunities, including exporting, after learning new skills through a New Zealand Trade and Enterprise (NZTE) programme to help build up its capability.

Audio systems made by Microwave Systems Ltd’s budding MSL Soundfield business can raise a teacher’s voice 12 to 15 decibels above background noise and ensure all students can hear regardless of where they are sitting.

Since NZTE’s Enterprise Development Grant for Capability Building was approved two years ago the company has experienced a near four-fold increase in turnover and is now setting its sights on exporting.

MSL Soundfield product manager Frank Chang said he initially saw NZTE’s Capability Building grant as an opportunity to get some government help to grow the business.

“But it has developed into much more. It has helped Microwave Systems change its business attitude and steer the company in a direction where long term growth and exporting can become a reality.”

The company is now working on an export plan to test market its “Soundfield” system in Australia.

NZTE Group General Manager for Business and Regional Capability, Jack Stephens, said the company’s story illustrated the benefits of NZTE’s work with companies to ensure they were confident and capable to grow.

“NZTE’s goal is to stimulate economic growth, so we need New Zealand’s businesses to be committed and capable. It’s great to see companies like MSL Systems coming away from our programmes with aspirations to grow, particularly through exporting,” Mr Stephens said.

Specifically, MSL Soundfield used the grant to hire a business mentor, develop a quality assurance programme, and re-brand the ‘Soundfield’ product.

“Going to NZTE for a grant required us to develop a business plan, which was a great benefit to us because we’d never done that before,” Mr Chang said.

Engaging the business mentor was useful because previously the company didn’t have the skills needed to do planning, forecasting, or to develop strategies and set targets, Mr Chang said.

“The mentor taught us how to put these in place and identify what we need to do to achieve our goals.”

MSL Soundfield used part of the grant to bring in an external quality assurance consultant to work on its quality assurance programme. The new quality control measures the company implemented as a result led to a drop in product failure.
The consultant also helped the company look at compliance issues so that it could prepare itself for exporting.

Mr Chang said following the re-branding, the name of the company and its product were now well recognised in the marketplace.

“Previously we worked under the Microwave Systems Ltd name and a lot of people thought we fix microwaves. MSL Soundfield describes our business more accurately.”

The company, which faces several competitors, also makes full use of the fact that it makes the systems in New Zealand, and that it is a 100 per cent New Zealand-owned company.

‘Soundfield’is sold mainly to primary schools. However, intermediate, secondary schools and tertiary institutions were starting to embrace the concept as the benefits were compelling, Mr Chang said.

“Research conducted here and overseas shows that all children benefited from the use of the systems, not just the hearing impaired. Recent research conducted by psychologists indicated that the systems can also assist children suffering from ADHD and autism.”

ENDS

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