12 Volt: Groupon & Its Imitators
After the Lakeland experiment, Cassidy decided to test the waters in November in Tampa—Alarm Etc.'s first location. It is actually their smallest location but it is on a main drag. They sold a record-setting 250 window tinting jobs.
"Think about that. We sold $25,000 in tint in less than 48 hours. Even with Groupon's split it's not a terrible place to be. It allows us to stay steady with work and have zero down time as we space these Groupon customers out over a three-month period. Plus, it is the off season for tint, so this keeps my tinters busy. Our net profit, assuming the same metrics/upsells as our most recent promotion, in the Lakeland market will be approximately $10,000 in raw profit dollars. Not too shabby as supplemental income during the 'off season' for a product. Plus I like having new, more affluent clientele visiting our stores right before the holiday shopping season."
Just recently, Cassidy tried his latest experiment that he categorizes as a fail, but not on the fault of Alarms Etc. This time we can place the blame on Groupon and chalk it up as a learning experience. The Groupon deal offered the customer three options: a $99 deck-and-four, an amp and two subs for $149, or two 7" headrest screens for $399.