Criteria: Boatloads of Business

Criteria, originally founded to fuel the installation needs of marine clients, is mastering a new learning curve -- how to effectively leverage both its design and electronics expertise. As a result, the company is enjoying a beautiful byproduct ... expansion.

Several factors figured into the equation, not the least of which is the appointment last year of industry veteran David Tovissi to president. Synonymous with the success of Sound Advice and subsequently Tweeter's custom installation division, Tovissi transitioned into his new role in Dania Beach, Fla.

Although marine installations have always been the main artery pumping life into Criteria, CEO Michael Silverman and COO Russell Sinacore took another plunge and purchased 50 percent of a large interior design firm in Florida last year. That's when they needed someone to integrate the two businesses.

"I love both industries, so it was a perfect scenario for me," Tovissi says. And it didn't hurt that, as he adds, "I've known Michael and Russell for a long time and have always been impressed with their knowledge."

In seven short years, Silverman and Sinacore built up a business that successfully provides complete design and installation services for marine systems.

These span audio/video and theater systems, lighting and shade control, telephone systems, video security, structured wiring for the future, and engineering and documentation. And we're talking some big rigs here.

But even though marine installations will continue to float the company's proverbial boat, Criteria was decidedly ready to chart some new waters.

Looking to, as Tovissi terms it, "create a niche in this crazy industry" they penned a business plan to attract other revenue sources, and bring investors to the table. Robb & Stucky -- the largest high-end furniture chain in the country and one that employs interior designers at all locations -- quickly came and pulled up its chair.

"Because we already were combining the two industries -- design and electronics -- we were an easy fit with Robb & Stucky," says Tovissi.

"My partners and I also know a little about how to turn retail sales into custom sales. That is what will make the relationship with Robb & Stucky blossom."

Land Legs

Part of Criteria's plan to leverage its design and electronics savvy was realized with its newly opened prototype design center in Naples, Fla. Criteria called upon local cabinetmaker Nelson Badillo of Architectural Wood Working Concepts to help display products.

Different design styles to entice prospective clients are featured, including a contemporary lobby and traditional home office/library. Robb & Stucky selected and provided the furnishings and accessories to lure prospective customers to the different spaces.

The Center celebrated its grand opening the week prior to the 2006 CEDIA Expo in September. Over 200 people, including Criteria's vendor partners, turned out for the unveiling, held the night the National Football League season kicked-off. The new Marantz single-chip 1080p DLP projector on display for the game was the main attraction.

As a gesture of goodwill toward its new neighbors, Criteria also hosted a silent auction that evening, and donated proceeds to the Education Foundation of Collier County.

"Our vendors donated several of their products to the auction and Criteria donated our installation services to all the winning bidders," says Tovissi. "It was a perfect way to let the community know who Criteria is."

While Criteria is known for its marine work, it doesn't want to miss the boat on a piece of the business that is literally festering in its own backyard.

"It's no secret that south Florida is the MDU [multi-dwelling unit] capital of the country," Tovissi explains. The boom in this market is due, he says, to the fact that there is only a 30-mile swath of land between the Atlantic Ocean and the Everglades.

"For developers to make money on their land," he says, "They are forced to build upward. There are so many great developers in South Florida.

"We have developed strong relationships with several of them while also working with some of the finest interior designers in the area such as Interiors by Steven G and The Home of Fine Decorators.

"These companies are sought out by developers to design sales centers and common areas of the lobbies. Our relationships with the designers get us into the projects. Our workmanship and service gets us invited back by developers to bid on new projects."

Recognizing that the MDU market is much more than pie in the sky, Criteria is focused on creating a technology cloud for entire buildings that could generate more business opportunities. Among them is Virtual Concierge.

Citing that Criteria has some of the best vendors to support this venture, Tovissi points to Crestron as offering a perfect solution for adding more sales in each unit after the building is built and ready for occupancy.

"We're also working with Hewlett Packard and Exceptional Innovation to create a solution for community-wide networking solutions," he says. "We're looking at the media center as a hub for this much sought after amenity."