real world RETAIL A.C.T. Audio increases revenue by diversifying into ignition interlocks, detailing and motorcycle audio while strengthening infrastructure for the coming year. WORDS BY ROSA SOPHIA
In 2019, James P. Smith became sole owner of A.C.T. Audio—which stands for Automotive Concept Technology—in Vernon, Connecticut, when his business partner decided he didn’t want to be involved anymore. The shop’s most recent accomplishments involve diversification into ignition interlocks and motorcycle audio, which Smith plans to continue growing in the coming year. With six total employees including the owner, diversification is the new focus. Smith’s resolution for the new year is to turn A.C.T. Audio into a one-stop-shop for automotive aftermarket needs. The past year, however, was fraught with tragedies: Smith’s brother passed away in February, and sales manager Dan Holben—who has been with the shop since the beginning—was diagnosed with cancer and started treatment. Rather than hire someone else, Smith took on additional duties. Slowly, Holben was able to return to work, and for about a month he’s been on a part-time schedule. Meanwhile, the company grew faster than anticipated. Despite many challenges, A.C.T. Audio made the Top 50 Retailers list and continues to focus on diversification to grow the business.
Diversifying Opens New Doors, Increases Revenue Two years ago, the store moved to a new location and created a separate entrance for the breathalyzer / ignition interlock department, giving those customers privacy. The increased business in the category also exposed these customers to other services A.C.T. Audio offers. They don’t have to come into the showroom unless they want to, Smith noted. “Doing that was a big deal for us. This year we brought on two more companies,
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and I just signed a contract with another one. We have seven breathalyzer companies we work with, and it provides consistent revenue.” The shop has also started offering light detailing as an add-on service, but they plan to offer it as a separate category. “We
have a back room we’re in the middle of altering that we’re hoping to use just for detailing,” he added. Additionally, the team is building a wood shop, and an area just for motorcycles. The shop began working on more motorcycles after Smith acquired his own bike.
