alliance audio visual

How I got started: David E. Helgesen
 

CEO and founder, Alliance Audio Visual Ltd. Co
David E. Helgesen started Alliance Audio Visual Ltd. Co. in 1995. The company rents equipment and provides technical service for companies and facilities using audiovisual presentations. Alliance has 30 employees, making it one of the largest companies of its kind in the area.
 
Why did you want your own business?
 
In the 1980s, I had a two-year degree in radio and television science from Mercer County Community College in New Jersey and obtained an internship with a company producing slide shows. After that, I did freelance work and came to New Mexico working for a contractor. I saw there was a need for the type of service we provide, and unlike in New Jersey, the market wasn’t saturated. What I saw was that many companies were interested primarily in what was in it for them, not necessarily the customer. And I thought that if I put the customer first and me second, then I would win. I was used to freelancing, so starting my own company seemed like a logical step. I wanted to be all hands-on.
 
How much did it cost to start your business? How did you finance it?
 
When I started, I had one computer and $4,000 from my dad. I rented equipment, and aside from food and housing, I put every cent I made back into the company.
 
How did you educate yourself about running a business?
 
You learn mostly from the seat of your pants. But I learned a lot from my dad, who used to be the executive vice president at the Consolidated Cigar Corp. He’s still on my board and giving me advice. My brother also taught me about accounting.
 
What kept you going when you were trying to become successful?
 
I always tell people that if I knew then what I know now, I probably wouldn’t have started a company. It’s a lot of work with a lot of 16-hour days. But you keep going because you’re obligated. My wife, Joyce — who actually is the owner of the company — keeps me in line. And I have to say our faith in God keeps us going. We believe that it will all work out if we follow our plan.

What is the biggest lesson you’ve learned so far?
 
When I started, I had a partner and we divided the company 50-50. When we had disagreements, there was no way of determining control. Eventually, I got more money from my family and we bought him out. What I learned is that there has to be some mechanism for control.
 
What should people know before starting a business?
 
They should ask themselves if they can put in the time to be an owner instead of an employee. At the end of the day, when everybody else gets to go home, you still have to be here to handle payroll and everything else. Running a business is not the quick road to success.
 
What’s the best part about having started a company?
 
The biggest thrill is that now we have employees who have raised kids and bought homes because they work here. It’s great to know someone can go for a loan, have the banker say, “You work for Alliance Audio Visual?” and they will give them a mortgage.
 
What’s in the future?
 
We expect about $2 million in revenue this year, which is close to last year’s number. We did have an office in Texas, but we have centralized our operations in New Mexico because of the recession. Whatever we do, I believe we will succeed if we concentrate on service. That means after we’ve set everything up for a client, I always ask if there is anything else we can do. And if they want a cup of coffee, I’m not above going to get it for them.