Ask the Board – October 14, 2019 | JONATHAN BRAWN


“The industry appears to focus on large rollouts (4 to 5 figures worth of displays) as highly sought-after “wins.” What consideration should be given to the SMB (small-to- medium business) customers?”

An enormous amount of consideration should be given to SMBs! The VAST majority of signage rollouts are 10 units or less. For every one rollout that is four to five figures, there are four to five figures of small-scale rollouts that fit that category, making the aggregate business opportunity in SMB dramatically higher. This is something that SO MANY in the industry either deliberately or accidentally ignore, chasing the glamor of the large rollouts where margin is low, competition is fierce, and profitability is limited. Small-scale rollouts run contradictory to all that!

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Brawn Consulting

Industry Consultants Council

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