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Taking on the World
Amber Diagnostics' Bobby Serros exports medical imaging equipment. [Photo: Kelly LaDuke] |
Serros’ company, Orlando-based Amber Diagnostics, has been selling refurbished medical equipment since 1995, but Serros began exporting only around 2003. First up were sales to Venezuela and Mexico.
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With Africa, the company decided to strike out on its own and not go through a third-party dealership. “It’s a heavy investment upfront,” he says, explaining that in 2007 the company opened a 10,000-sq.-ft. office in Douala, Cameroon, and later smaller sales offices in the west African nations of Niger, Mali and Senegal.
Serros and his partners make about 18 trips to the country each year and have an apartment there. “It takes feet on the street,” he quips. Although many Cameroonians speak English, Serros needs a French translator to do business with some locals. Travel to rural areas is difficult, and cell phone coverage can be spotty.
Despite the difficulties, the company’s move into Africa and exporting overall have been lucrative. In 2008, Amber Diagnostics received a $16 million contract with GE Healthcare to sell new diagnostic equipment to Cameroon as well as Mali, Niger, Ivory Coast and Benin. In 2009, the 100-employee company expects to generate $26 million in sales, half from exports. Next up will be an office and distribution center in Europe.
Around the Globe: Where Florida Products Go |