Case Studies

Issue No. 42 - August/September 2008

Synotronics channels customer service

by Pamela Brombal

At 29, Electrical Engineer Tyson Grubb made some audacious business decisions after misplacing trust in others to distribute his innovative product.

In 2003 Tyson formed Synotronics to design and build the Synolog series of data loggers and develop new products for market.

“Synotronics started after a conversation with a winemaker friend about temperature loggers and their costs,” says Tyson. “I decided to design one to suit his winery and other wineries.”

But using distributors to build demand for his innovative logger led to disappointment - so Tyson created a distribution platform for himself.

“Because our in-house products only serviced a small area of the market, we found the best way to penetrate and learn about the market is to provide a wide range of complementary products so we can always offer a solution to suit,” says Tyson.

Instrument Choice, an online distribution and POS company, was created on a tight budget of just $1000 for ...

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