Jonathan Pusey: I hold the title of vice president of sales and
marketing. My responsibilities include those typically associated with
that title. Rather than regurgitate its traditional job description, which
is boring, I’ll add that my focus is simply to foster communication
between Hosa, its customers, and its business partners. Good things
come to those who communicate. For that reason I’m pleased to have
been invited to participate in this interview.
SCN: How long have you been in this position?
JP: I’ve been in this position for six months, but it seems like it’s been
SCN: How has your background prepared you for this new role?
JP: I came to Hosa from record retail with experience in management,
buying, and promotions. As a manager, I was responsible for motivating
salespeople and negotiating contracts with venues, among many
other things. As a buyer, I was responsible for product research and
negotiating deals with vendors. The latter prepared me especially
well, as I’ve handled the responsibilities of those with whom I now do
business. I also created and implemented promotional activities.
I began at the bottom at Hosa, first as one of three inside sales
representatives. We’ve since consolidated those positions into that of
sales coordinator, which supports our outside sales representatives.
As marketing manager, I initiated our branding and repackaging efforts
and worked directly with many of our key resellers to build their Hosa
business. As director of sales and marketing, I simultaneously held the
de facto position of product manager, so I’ve held every position I now
SCN: What are your short- and long-term goals?
JP: My short-term goal is to streamline our distribution network.
Domestically, I will strengthen our relationships with resellers that buy
volume consistently and shift resellers that buy piecemeal and/or only
occasionally to distributors better able to serve them. The latter will
particularly benefit contractors who work job to job, which our internal
systems are ill-suited to serve. I will also apply our successful sales
management procedures to our international markets.
Long term, we will diversify Hosa, in terms of market more so than
product, by embracing our core identity as a prosumer brand. Hosa was
born of the need for inexpensive connectivity products for prosumer
multitrack recorders back in 1984. As more and more enthusiasts
control the creation and distribution of their own creative efforts, the
market will continue to evolve toward our core competency and we
will fill its need for inexpensive connectivity and
Hosa has traditionally focused on producing
entry- and mid-level products for consumers
who need pro-quality products but have limited
budgets. Just as we are able to apply the lessons
learned in developing Hosa
Pro to the DJ segment for our
Beatport DJ Series products,
likewise we may apply our
new expertise to similar
products for photography,
News Gathering (ENG ),
amateur filmmaking, and a
variety of media disciplines
now available to anyone with
SCN: What is the greatest
challenge that you face?
JP: The greatest challenge
we face as we transition
Hosa from a brick-andmortar
commodity to an
added-value brand is price erosion on the internet. Years of selling to
anyone and everyone have resulted in a proliferation of grey-market
resellers in online marketplaces selling Hosa at pennies on the dollar.
They threaten the very profitability of the brand we’ve worked so hard
to establish and we must stop them. This goes hand-in-hand with my
short-term goal above.
SCN: Where do you see your market heading?
JP: DJs are poised to reinvigorate our market just as rock stars did in the
1980s. The catch is that DJs aren’t musicians in the traditional sense.
A laptop is at the core of every DJ rig, so catering to them requires
more IT expertise than MI and pro audio experience. Consequently,
our focus has expanded beyond our traditional resellers to embrace
those equally at home in IT and conversant in the new culture. This is an
exciting development that will keep nimble resellers profitable for the
SCN: Are there new initiatives we are likely to see from Hosa?
JP: Hosa is a madhouse as we launch five new lines for 2012. We
launched Mogan Microphones in January. If you haven’t seen it yet, you
soon will. Both models are tailored for boardroom and presentation
use, so I encourage SCN readers to check them out. Goby Labs, our
non-connectivity brand, is MI focused, but our new Tablet Frame for
iPad, Microphone Sanitizer, and Headphone Cleaner are universal
products that are well-suited to multiple markets.
Hosa has teamed with Beatport, the leading brand in the electronic
DJ market, on a line of co-branded cables and
accessories. An extension of our successful Hosa
Pro coop with Neutrik Hong Kong, the first
Beatport DJ Series cables are in stores now.
Chuck Ansbacher is the managing editor of SCN.