Please introduce yourself and your educational background?
Carl Willis, Founder of Soft Illusion AV. I am a marketer at heart with an enchanting love for business. I have always dreamt of incorporating my various passions; technology, architecture, interior design and marketing.
What is your business all about and what inspired it?
We are an Audio & Video consultancy. We pride ourselves on delivering high levels of personalized service to both end user clients and industry professionals (Interior designers, architects, project managers etc.). After working in the retail division of our industry, it became clear that the industry was in dying need of true service providers. There is absolutely no challenge in handing someone a box and taking their money – it becomes a robotic action. The best aspect about our service approach is that it will not cost you more than purchasing from a retail institution. In short; what inspired me to build this business – service and the lack of it all around us.
What were you doing before launching your business?
I started my career at the age of 16…I was running my own side line business on weekends, performing basic TV & Home Cinema installations for friends and family. After I completed my matric exam I was off to pursue my passion for technology. My first stop was a retail audio & video company. I enjoyed the best of both worlds; I enjoyed every moment while gaining invaluable experience. A year later I was recruited by a construction company as a marketer. At this stage I was studying my marketing management diploma at the CPUT (part time). Nine months later, I started Soft Illusion. How did you know there is a market for your business?
While I was consulting industry professionals (when I was working for the construction company), I realized that there was a need for specialized AV service providers. Every architect and interior professional had to integrate technology, especially audio visual products, into their projects.
What planning did you engage before launching?
While I was working in the AV industry, I observed and documented the operational procedures. From identifying our target markets to supplier chains. I immediately identified the niche market I was aiming for. I constantly kept myself up to date with the latest installation methods and necessary equipment. Even when I was in the construction industry, I would educate myself with various media sources.
Are there any major challenges that you had to overcome before launching your business?
Two months after I started the business, I received complex spinal surgery. Even though I was able to work on my notebook after a month, I only recovered after several months.
Is your business affiliated to any professional trade body?
No
Social media is the current buzz word, do you use it to market your business?
We are putting a Facebook page together.
What three industry blogs do you read to keep abreast of your sector of the market?
I make use of the Cnet.com website as well as the What Hifi website. I enjoy the blogs by my favorite author and mentor Robin Sharma.
Given an opportunity to contribute content on an industry blog, would you welcome that offer?
Most definitely.
How important is your website to the daily operations of the business and are you happy with its current state?
I’m satisfied with our website’s current state. It has recently been redesigned by our marketing agents who were briefed on the importance of the culture of the company. Our website has been designed to portray who we are and what we stand for – this helps to establish rapport with new or potential clients.
Within your industry, who do you idolize and given an opportunity to work with, you wouldn’t think twice?
Although this person is not directly involved in our industry, our services go hand in hand. I’m fascinated with his signature design and implementation of skill. I would not think twice when asked to work with Boyd Ferguson, owner & design director of Cecile & Boyds.
What are your current business challenges that you still have to overcome?
We are constantly focusing on informing the public of the importance of investing in a quality service provider, especially in the AV industry. A large group of buyers conclude their buying decision purely on price. This is almost never the case. Especially in a more challenging economic state, price seems to dominate the purchasing decision of some clients. So far we have achieved ever-increasing success when it comes to our unique service approach to our industry. Our current challenge: Evangelizing the importance of investing in quality service providers such as Soft Illusion AV
What are your short and long-term business plans?
For now we are focusing on broadening our relationships with industry professionals. Our long term ideal will be to focus all our attention on industry professionals such us interior designers, architects, project managers, property developers etc. We would like to offer our exclusive services to industry professionals and their clients.
Please share with us your major business highlights since being in operation?
We are blessed to work with the most amazing people on a daily basis, from international clients to immensely creative design professionals. One of my highlights was when we were awarded the contract to technologically furnish a unique five star hotel in Cape Town this year. At the beginning of this year we were invited to Johannesburg and awarded with the prize for the best new Vogel’s & Jamo dealer of 2008 – this is 2 of our top products we stock in our hand selected collection of products.
In closing, how do potential clients reach your business?
The most popular way to get hold of us is through our website. We receive a large portion of our online visitors through search engines. We have been featured in many publications including Top Billing magazine, Men’s Health, Tuis & Home and affiliated websites like Property24 and Sarie.co.za – this has brought us many visitors. For more information about us and our unique service approach, please visit www.softillusion.co.za or send us an email on info@softillusion.co.za
