Go Upscale When the bottom drops out pf your core business, do you pack it in or find a way to retool your business?
That question confronted Ram Katalan, co-founder and president of Los Angeles-based NorthStar Moving, when the housing relocation market dried up. It forced him to figure out who was continuing to spend money, despite a recession.
NorthStar started working with production companies for reality TV shows like "America's Next Top Model," "The Bachelor" and "The Biggest Loser." For one show, his company moved everything out of a $75 million mansion so the series could film. Then his crews moved everything back - exactly where it was before the move.
"That is a very special kind of move," he says.
Katalan estimates his business icome might have nosedived as much as 75 percent if he hadn't put more emphasis on the entertainment and celebrity markets. (His firm also moved celebrities Angelina Jolie and Eva Longoria).
"I hear it from other moving companies in the industry," he says. "We had to figure out which segments of the marketplace were least hurt."
This story featuring NorthStar Moving first appeared in the
nxtbook.com digital magazine
'The Leading Edge' in it's Summmer 2009 issue.
A snapshot of the nxtbook.com digital magazine 'The Leading Edge' taken on October 2, 2009
For more infomation visit www.NorthStarMoving.com
Go Upscale