Power Protection FEATURED ARTICLE


Minuteman Reflects on 'Excellent' 2010 with its Power Protection Products

March 08, 2011

By Carrie Majewski (née Schmelkin) - Director of Content Marketing, Content Boost

For nearly the past three decades, Minuteman UPS/Para Systems has been a leader in power technology products.

Since 1982, the power protection company has offered Uninterruptible Power Supplies (UPS) for computers, servers, peripherals, voice and data communication systems, security systems and other mission-critical equipment. Those offerings have found homes in more than 100 countries all over the world.


Despite economic downturn the past couple of years, Minuteman continued to bask in success last year as it celebrated a stellar 2010, according to company officials.

“Minuteman had an excellent year in 2010 with double-digit growth in all served markets,” Minuteman Marketing Director Bill Allen told TMCnet in a recent interview. “We believe we gained market share in all of our markets. All in all, 2010 was an excellent year.”

While Minuteman relished in high market shares, the company did have some challenges it had to contend with – namely the economy. The company chose to continue to offer aggressive prices yet took note of how trying times would affect its customers.

“There were some channel challenges as distributors tried to maintain margin, yet be as competitive as they could be,” Allen said. “We had to make sure we could maintain a competitive edge, while also supporting our channel with aggressive pricing and channel support programs. This required us to make additional investments in marketing and selling tools.”

In the face of economic downturn, Minuteman focused more closely on meeting customer requirements when it came to pricing and product availability. Since channel inventories had been contracting as a whole over the past several years, making sure that there was enough inventory in stock became critical for the power protection company.

Moreover, Minuteman was cautious in making sure it was “offering the value our customers were seeking.”

The “must have” items for Minuteman customers last year were smaller sized UPS products, which out-performed higher-end products. Products that saw high sales were the EnSpire  Standby Series, which is perfect for small capacity equipment loads, and

Entrust Line Interactive UPS, which offers automatic voltage regulation and slim-line profile perfect for a range of small to medium load applications.

Large projects were down, and higher-end units did not grow as fast as projected, according to Allen.

Although 2010 spelled economic troubles, it did not mean trouble in terms of Minuteman growing its customer base. Both Minuteman’s North American and Latin American base grew at the same rate.

“We feel we attracted quite a few new customers because both end-users and channel partners were looking for a better value alternative to the large brands,” Allen explained. “We found customers that historically were paying extra for big brand names decided that value was more important than just the name. The question purchasing managers were asking was, ‘Why are we paying more for this brand than for a product that had just as good, if not more features yet costs less?’ Resellers and installers were also asking that same question and looking for better choices.”

For the remainder of the month, Minuteman is continuing to meet customer needs by offering instant rebates of up to $250 for all the tools needed to protect entire networks, telephones or security systems.


Carrie Schmelkin is a Web Editor for TMCnet. Previously, she worked as Assistant Editor at the New Canaan Advertiser, a 102-year-old weekly newspaper, covering news and enhancing the publication's social media initiatives. Carrie holds a bachelor's degree in journalism and a bachelor's degree in English from the S.I. Newhouse School of Public Communications at Syracuse University. To read more of her articles, please visit her columnist page.

Edited by Carrie Schmelkin


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