In
the news........
LA
Daily News
Front
page article
http://dailynews.com/business/articles/0901/25/biz01.asp
Tuesday,
September 25, 2001
Web
site designer now into heavy metal
By
Brent Hopkins
Staff Writer
VAN
NUYS -- As a businessman, Billy Carmen finds himself in an unusual predicament.
His
small firm, Wizard Distribution, is making money hand over fist and
watching orders pile up in staggering amounts. Wizard sells metal detectors,
and with the nation more security conscious than ever, he's finding
his company oddly blessed. But the boon for his business, he says, wasn't
worth the terrible toll on the country.
"We're
happy to be in a position of growth, but we'd rather not be selling
right now," the 42-year-old chief executive said. "If we have
to, though, we're glad that at least maybe we can help prevent future
atrocities."
Safety
concerns have sent sales of the Security Wizard, a handheld wand that
picks up weapons, through the roof. In an average month prior to the
Sept. 11 attacks, Carmen shipped 1,000 wands. In the two weeks following
the tragedies, he's seen orders climb to 10,000 units from transit agencies,
police forces, shipping companies and others with an interest in detecting
weapons.
Not
bad for a company started back in January on $75,000. Though it had
already begun to turn a profit thanks to decent sales of its metal detectors
and emergency preparedness products, Wizard has undergone a major shift
in the last two weeks.
"We
were already in double-digit growth each month, and now it's off the
charts," said Monique Vernhes, Wizard's accounts manager. "We
must be up 500 percent to 600 percent, at least."
Fueled
by this fast spike in business, Wizard expects to post sales of $1.3
million for the year, even with the 20 percent discount he's offering
all airports, public transit and government agencies in wake of the
attacks. Operating from an industrial office and warehouse complex in
Van Nuys, the company has just seven employees to fulfill its sudden
massive demand.
Carmen
began developing metal detectors following the 1994 Northridge Earthquake,
using them to look for metal studs in home walls. From there he adapted
the designs, producing various tools for use by woodworkers as a side
to his Web site design firm, EINetco.
"It
was always a pet project that just brought in a couple extra bucks a
year," Carmen said.
And
if there's a weird little niche in the metal detection biz, Wizard's
been pretty successful at finding a way to fill it. From small models
that strap onto shoes to aid treasure hunters at the beach, to larger
versions affixed to trash cans to help restaurants prevent accidental
loss of silverware, Wizard's expertise in metal is heavy, which has
landed it in Ace Hardware stores nationwide and should soon make its
debut on shelves at Lowe's, the Home Depot, Sears and Orchard Supply
Hardware.
In
addition, Carmen said, Wizard's products are under review by the Department
of Defense, whose approval would allow them to be used by all branches
of the military.
Metal
detectors have long been a strong seller for Ace, according to Paul
Keller, an associate buyer for the chain based in Oakbrook, Ill.
"They've
always been pretty popular, especially the Wizard stuff because of its
price," he said. "It's a newer company, but it's a great product
for a good price."
Wizard's
trip from weekend project to nationally distributed product has been
an unconventional one, mirroring the rise of its founder. A farm boy
from Texas, Carmen has always been an entrepreneur, founding a string
of successful niche companies where he's always been the boss.
"Everything
I know, I've learned from just jumping out and doing it," he said.
"On the farm, we had to build our own fences and fix our own cars.
Doing that just led me into the business world."
Call 888-346-3826 today for a sales rep near you.
High resolution print images are available at: http://wizarddetectors.com/productimages.cfm
