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’17 February Takeaway: Going Beyond the Screen

Posted on Feb 23, 2017 by

Séura, an award-winning manufacturer of vanishing TV mirrors, waterproof televisions, outdoor televisions and lighted mirrors, was started 13 years ago in a garage. The owners saw a TV in a bathroom during a parade of homes tour which they thought was a great idea, albeit poorly executed. They have since grown to 70 employees, and have doubled in size since Coulter joined 18 months ago.

Prior to joining Séura, Coulter worked in marketing at Kimberly Clark. It was quite an eye-opening experience for Coulter as KC sells to a vast market so things are done on a significantly larger scale – notably marketing research. With Séura, things are done on a smaller scale and periodically adjusted, so they do not produce a large amount of product that becomes at risk of being obsolete. It’s a startup mentality, where survival is always on their radar, but opportunities for growth are magnified.

Coulter noted that growth is his passion and Séura has achieved this growth by focusing in differentiation, and the best differentiation has three distinct properties:

1. Meaningful – It needs to matter to the end user.

2. Ownable – It needs to be created by and identified with your product.

3. Shelterable – to the extent possible, you need to be able to prevent your competition from obtaining what makes your product stand out.

Coulter noted that they work with resellers so creating a bond with …

There is much more that Keegan shared with our group. The above is just a snippet from the notes shared amongst membership. Don’t miss out on our next program and Join today to get the first-hand experience and full meeting highlights.