The next Approach

What’s Next?

“There’s gotta be a better way!”  Thus I resigned as Managing Director of Auralex Acoustics® after ten years of service.  It no longer represented the original company vision - ”Total Sound Control for the Rest of Us. ®”  

I had started with USA Foam (which became Auralex) in the formative days when we had very few products, worked out of a garage, and the staff consisted of the owners and I.  Over the next ten plus years, I directed  Auralex as it became the dominant player in cost effective acoustical solutions for the creative musician. Subsequently, we began treating many higher-end studios and large churches, as well as providing decorative acoustics for home theaters.  By 2007, Auralex had 30+ employees, a wide network of dealers, and distribution to over fifty nations worldwide.  We had become the “Kleenex™” of our industry, and the team we had put together enjoyed great relationships with our vendors, dealers, distributors and especially our customers.  I had been incredibly blessed with a great group of employees dedicated to Auralex’s growth.
But, one day when I was busy meeting with human resources, accountants, owners, and lawyers, I realized we had become a “real” company and our primary focus was no longer on what the customer wanted and needed.  More importantly, I was no longer able to champion the customer as my primary motivation.  It was no coincidence that our product offerings had grown to “confusing” levels, and it just wasn’t fun anymore.

“What’s Next?”  Auralex had been so successful; we had the demand and resources to take on bigger projects, bigger budgets and offer custom solutions.  While that was great for the growth of the company, it really shifted our focus away from offering the most affordable solutions to “the rest of us.”  When I stepped back from it all, it was very clear to me:

1. The Auralex suggestions/solutions/products were no longer very affordable.  The price of 2” StudioFoam™ had more than doubled over the years.  Where simple, easy to install products would suffice, we were promoting the latest and greatest in newness, and the higher price that went with it!
2. We were over-specifying what the customer likely needed.  This was not intentional.  In the earlier days, we were using certain formulas to calculate the amount of materials needed.  Over time we had learned that the customers were very happy because we normally had them buying more than enough to fix the problem.  And thus we also learned that with newer products and different ways of installing them, the customer could very well get by with half of what was suggested, yet we really had not altered our recommendations...
3. It did not need to be so difficult for the great majority of our customers.  While 5 to 10% likely needed a “custom” solution, 90+% simply needed good, basic products with basic information, and a great price that many, many more musicians and recording artists could actually afford!

 

So…What’s Next?

The Next generation of products for budget conscious musicians and engineers.  We have spent the last couple of years doing our homework to “re-invent” a company focused on the needs of the customer.  This has resulted in an all-new line-up of products offering:

• superior materials and performance.
• many decorative options beyond the wedge cut look of the 90’s, and look great!
• superior value engineering for greater performance and lower customer costs.
• a reasonable number of  products to make product selection simple and minimize confusion
• simple, helpful information so that you know what you need immediately.
• easy on-line ordering and quick shipping so you get the products pronto.
• Pricing that is very affordable and allows you to buy in increments.
• easy installation with plenty of helpful advice and ways to get recording quickly.
• ALL of you an easier, cost effective and superior solution to make better music!

Prove it…

OK, look at the products and check the pricing.  They look great, offer you plenty of flexibility to create your own look, and are less expensive than other products out there that are of lesser quality.  Want more proof?  OK, We are offering an introductory special; get some really cool Next acoustic foam at 1999 foam prices!*  That’s proving it!

SO…

It’s back to what really matters…affordable solutions that work for everyone!  As Next Acoustics evolves we will continue to focus on the Next generation of cost-effective products for you, and not “me-too” offerings like others.  We are delighted to once again, be totally driven on delivering innovative products that offer YOU incredible value and performance clearly superior to any of the other stuff!

 

Thanks for finding us!