If one looks closely and scout around in details, pouncing at every opportunity, something will materialize. That was apt for the case for Singapore's homegrown music entrepreneur named Mah Chern Wei. A latest trending news was on the front page music scene where renowned giant Fender, a producer for the famous Stratocaster guitar, is venturing into the headset business after making an offer to acquire Aurisonics. Aurisonics was based in Nashville that is a boutique ear phone maker. It was a huge accomplishment for the 5 year old business company. Mah had played a pivotal role in bringing the company to its success today.
With an illustrious history dating back to 1946, Fender has touched and transformed music worldwide and in nearly every genre: rock ‘n' roll, country and western, jazz, rhythm and blues and many others. Everyone from beginners and hobbyists to the world's most acclaimed artists and performers have used Fender instruments and amps, in the process making the company not only a revered music industry name, but also a cultural icon.
It all began with a conversation via Skype. In 2004, Mah had been peddling bass guitars during his 2nd year term as a student in Singapore National University. He was majoring in Communications & New Media. He saw an opportunity to sell top range USA products. He began putting full focus on those high end products range.
In 2012, he made a decision to diversify his business ventures and market a brand new product segment. Earphones and headphones sales were just taking off and sales were growing year on year. Around 290 million earphones and headphones were sold all over the world in 2011.He discovered Aurisonics after scouting around, which were still small and growing. Aurisonics produced an extremely niche product which is a sophisticated earphone for musicians, expert audio engineers as well as sophisticated audiophile. They used it in studios and during live performance for the highest sound quality when listening to the music.
Mah recognized the potential of the company and product instantly and immediately called the founder Mr Dale Lott for a negotiation to purchase the company. Mah initiated one Skype conversation with Dale and the two hit it off on the right note. Mah recollected that they did not know that only two person is running the company from a basement. He was amazed that the two-man co-operation can produce such a fine quality products. However, he believed in the good branding and product Aurisonics had. He did not have a single doubt the quality of the products.
Business and sales was good. From 2012 to 2016, Mah assisted in growing the business and own career. The growth in sales had propelled his own fortunes and career. He started by managing retail sales for Singapore and finally moving to international sales. He became business partner. Aurisonics had very little marketing dollars to spend and channeled all resources to build up the brand by fusing high end technology with sleek craftsmanship in order to make the products sound better compared to other similar products. The good personal culture of the company was maintained.
His strategy and focus had established Aurisonics as a famous brand with a supportive fan base. Business is growing by viral marketing. The distributors had been supportive as well by investing in Aurisonics and growing the brand in key export markets. Mah sincerely believes now that Aurisonics, being a component of Fender, will be able to continue the innovation and make better products. Mah hopes that their products will bring joy and positive impact to customers, which in turn translate into good growth for the company. Only the sky is the limit. And it all began by keeping a close watch on the ground.