Evolve or dissolve?

Jason Goulding of Sign-a-Rama, Casino. Doug Eaton
Jason Goulding of Sign-a-Rama, Casino. Doug Eaton

IN TIMES like these, businesses need to adapt to survive and Jason Goulding has done just that, diversifying from car sound business into sign making.

Mr Goulding has owned Car Sound FX for the last 10 years and has recently become part of the US based Sign-A-Rama franchise.

That was six months ago and since joining Sign-A-Rama Mr Goulding has increased his staff from four to seven and spent three weeks training in the US.

It's been one of my best business decisions ever," he said.

"I learnt more in nine days than I did in 10 years of business.

"The US parent company gives us the technological backing and business know-how but we still have the flexibility to operate independently in our local market place.

"It's taken five years off our learning curve.

Mr Goulding said that even though Car Sound FX still had a loyal customer base their demands had dwindled as much of the technology such as Bluetooth, MP3 players, satellite navigation and reversing cameras are now standard in new cars.

Mr Goulding continues to run Car Sound FX and sees similarities between his two businesses.

"The skill set is similar from car sound installation to signwriting in that both are very hands-on requiring technical aptitude," he said.

"And we are always pushing the boundaries in both businesses."

As well as being a signwriting company, Mr Goulding sees Sign-A-Rama as a marketing company.

"We are a small business as well so we understand what small businesses go through and how important marketing is for a small business," he said.

As an active member of the Casino business community Mr Goulding has been developing a new branding for the Casino Chamber of Commerce.

"The initiative will create a logo and style of signage that could be applied across a range of industries and businesses in the area to create a unified brand, he said.

"We will be presenting it at the upcoming Casino Business Awards." Mr Goulding's Sign-A-Rama territory stretches from Pottsville down to Grafton and inland to Inverell up through Tenterfield and the company handles everything from T-shirt printing to huge outdoors signs seen outside petrol stations.

To install some signs Mr Goulding often finds himself riding a cherry picker up to 8m from the ground.

"I'm actually scared of heights but I never shirk my responsibilities

"From the ground you don't appreciate how much things sway around in the breeze up there."

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