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CHAPTER TWELVE: S
S
elling and installing TV antenna systems has
been, and will continue to be, a profitable
business for competent installers who under-
stand and apply proven business management and
operating principles.
A few years ago there were predictions that
community antenna television (CATV) systems would
eventually eliminate the need for home TV outdoor
systems. Although CATV is available to homeowners
in some metropolitan areas, it is still not available
to homeowners in many areas of the country. In addi-
tion, many cable systems do not carry local stations.
A recent national survey indicates that most
Americans are not satisfied with the quality of their
TV reception. Most are also not aware of the
availability of home outdoor TV antenna systems that
will significantly improve, and in many cases, expand
their TV reception. Of those recently surveyed, 95%
said that they have never been asked to buy a home
outdoor TV antenna.
These facts mean that there still exists today a huge,
untapped market for superior performing home TV
antenna systems. It is a market in which a competent
antenna installer can earn a better-than-average
living, while enjoying the independence and prestige
that comes from owning your own successful business.
BUSINESS START-UP PROCEDURES
Starting an antenna installation business is not
difficult. However, there are a few preliminary steps
that you should take to ensure that your business
gets off to the best possible start. These steps are
outlined here.
Selecting a Business Name
Selecting a business name might seem as simple as
adding your own name to the phrase "Antenna Sales
& Installation." Nevertheless, give it some serious
thought and consider the following pointers:
1. Most lists of business names, including those in
the Yellow Pages, are arranged alphabetically.
Consequently, names that start with one of the first
few letters in the alphabet appear at the top. People
searching in the Yellow Pages for a business often call
or visit the first one that appeals to them. The nearer
your business name is to the top of the list, the
greater your chances of being selected.
2. Names that are hard to pronounce usually do not
make good business names. Most people are hesitant
to call, talk about, or refer to businesses with names
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ELLING &
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they cannot pronounce. Also, such names generally
are harder to remember than familiar, easily
pronounced ones.
3. People consciously or unconsciously associate
certain names with undesirable stereotyped images
of businesses and businessmen. Analyze the business
name you select and be sure it is not one that will
create an undesirable impression of you or your
business.
Facilities and Equipment
At first, to keep overhead and operating expenses as
low as possible, you probably should use your home
as your office and your garage or basement as your
shop and storage area (later after your business
income has grown to a level that will support addi-
tional overhead expenses, you probably will want to
move your business into a more suitable building.)
Place a desk and filing cabinet in an out-of-the-way
space in your home. Have the phone company install
a business phone. Be sure someone is there to answer
it and take messages during normal business hours,
or install an automatic phone-answering device or
system.
Your business vehicle should be a dependable
van-type truck, preferably one with an economical
six-cylinder engine. Install racks on top of it so you
can secure one or two extension ladders, a large step
ladder, long lengths of masts, and any cartoned
antennas that will not fit inside the truck. Tools,
rotors, short mast sections, boxed coils of trans-
mission line and hardware should be arranged in an
easy-to-find manner inside the truck.
In addition to an assortment of common hand tools
such as screwdrivers, pliers, and wrenches, you will
need various other tools and materials, some which
are unique to antenna installation. A list of these tools
and materials is provided in Chapter 4.
Insurance
Business liability insurance is necessary to protect
you against financial losses resulting from accidental
damage to property or injury to other people for
which you can be legally held accountable as an
antenna installer. You also will need liability and theft
insurance on your truck and its contents.
Before you begin your first installation, consult your
insurance agent and purchase the types of insurance
you need.
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