4over Inc. : Gambling with Success
“Our company took advantage of the economic downturn. We did the opposite of what everyone else was doing—stopping and waiting,” he says. “We expanded in order to capture more market share and to get closer to our customers. It’s been working well for us.
A Calculated Risk
“With the type of business we’re in, clients tend to want things really fast,” adds Megerdichian, who relies on his ‘giants,’ a five-man team that specializes in getting new facilities up and running. “Large retails like Vistaprint can serve all from one location. Our customers respond to their own customers, so as soon as they receive an order, they need to get it to their own customers. It was a risk, though a more calculated risk, because we have a large network of customers all over the nation. It’s helped us to complete orders faster and to create new opportunities.”
There’s method to 4over’s expansion madness: the ability to provide two days ground shipping to any customer in the U.S. mainland. The addition of Seattle will realize that goal, according to Megerdichian.
However, being such a large and growing company has provided for more than a little jealousy and a bit of animosity within the industry, particularly in light of the new ”Red Tag Project“ launched in 2010. Located at www.redtagprintsale.com, Megerdichian had devised the Website for a single purpose—so many of his customers were losing business to the Vistaprints of the world. Doing nothing, says Tina Hartounian, 4over president, was tantamount to raising a white flag.
“We had a few options,” she remarks. “One, do nothing. Two, join the bandwagon and do what everyone else does, which is to sell online direct. And three, the hardest one, stay with our core customers and don’t abandon them. We picked option number three.”