September 2015 Issue Business View Caribbean

Business View Caribbean - September 2015 73 case,” says Reid, “the savings have been greater than the cost of financing, so it’s been a cash-flow positive option for customers. Reid believes that his company stands a better chance of gaining and retaining those customers than the competition. “The competition we face, predomi- nantly, is from lesser quality products imported di- rectly from China. In some cases, we don’t know how to rate them and quality warranties are dubious. So we compete on quality and we compete on warranty – we offer up to a five-year warranty. And then, with a four-year track record, we can measure warranties that are being requested and it’s very, very low; so we know our quality’s right. We’re building a brand and people feel comfortable with a brand they know and trust. Our cornerstone is starting off with the highest- quality products at the best possible price. In any mar- ket, you’ll always get competition and you can always find a cheaper product, but we doubt you can find a better product.”