basic-guide-to-exporting_Latest_eg_main_086196

Success StoryAligning Innovationwith Global SalesAlignment Simple SolutionsThe CompanyIt’s not hard to find Tess Winningham and GaryGann—where else but the Birmingham trackin Alabama? That’s where Gary used to race inNASCAR in the late 1970s and early 1980s and stillhangs out. It was there that he first saw demandfor a quicker, easier way to diagnose wear and tearon tires and suspension, so he built a prototypesystem in his garage. Inspired, Tess soon quit herbusiness development job to help him marketthe product, and presto—the husband-and-wifeteam formed Alignment Simple Solutions in 2011.They successfully tested the first prototype atthe Charlotte Motor Speedway in North Carolinaduring the Chumpcar World Series of Racing.“Our ‘QuickTrick’ compact portable wheelalignment diagnostic systems cost less than10 percent of traditional fixed state-of-the-artequipment found in most maintenance shops,which run from $10,000 to $100,000,” says Tess,who serves as CEO. “Our system weighs only15 pounds and eliminates the need for a lift,and almost anybody can use it by watching our5-minute training video.”“In many parts of the world, people are keepingtheir vehicles longer, and the roads are oftenrough and the weather uneven, which meansgradual wear and tear on suspension andalignment,” she explains. “Hobbyist do-ityourselfersare our largest market, as well aspeople who run maintenance and alignmentshops. We’re also selling to a lot of hotrodenthusiasts.”She also notes the company’s product also allowsfor better preventive maintenance at 7,500 miles.Potential alignment problems can be diagnosedearly on, saving an average of 184 sets of tires forevery 20,000 vehicles.The ChallengeHaving established itself in the United States,the company made its first international salesin 2010, entering the Australian and Mexicanmarkets via eBay. However, the Winninghamswanted to expand the company’s internationalpresence much further. One of their priorities wasthe European market, and they needed advice154U.S. Commercial Service • A Basic Guide to Exporting