Overview:

In July 2021, an ambitious piano tuner/technician in Coffs Harbour decided to step into the realm of piano retailing, marking the birth of the renowned Piano Harbour. But the journey didn’t stop there; an innovative brainchild in the form of an online piano parts, tools and materials supply business was soon added to the mix, catering specifically to piano technicians.

Challenge:

At the heart of this entrepreneurial venture was a quest to streamline the piano tuning and maintenance process. Tony Coiffet, the founder, reinvented an otherwise standard tool – ‘La Guillotine’, a meticulously designed felt cutter. This improved product would allow piano technicians to gain in efficiency and precision during the felt cutting process, by circumventing the shortcomings of the existing solutions. The challenge, however, was to introduce it on a global scale, ensuring it received the attention it deserved.

Solution:

Realising the potential of this groundbreaking tool, Tony sought the expertise of NORTEC Business Connect. Over a span of two years, their collaboration saw the metamorphosis of a sole trading piano tuning venture into two separate entities comprising Piano Harbour and Australia Piano Supply (APS).

Australia Piano Supply was envisioned as a hub to equip piano technicians and industry professionals with premium tools and materials in the Pacific. This platform became the launchpad for ‘La Guillotine’.

Their strategy was holistic. Recognising the global potential of the tool, Australia Piano Supply decided to spearhead its launch in Europe. This move was not just to tap into the European market but also to bolster the brand’s standing in its native Australia. To this end, NORTEC’s Business Connect Advisor leveraged his expertise to help Tony Coiffet navigate the nuances of Export Development Market Grants and refine their marketing blueprint.

Outcomes:

Tony Coiffet’s venture into the European market started with his participation in the 2022 Euro Piano Congress held in Warsaw, which marked the inaugural launch of Australia Piano Supply. La Guillotine was well received and got good reviews. Several distribution deals were made in Europe, along with preliminary negotiations underway in North America.

Their presence at the Congress proved a valuable step in the business exposure. A vast array of European piano tuners and technicians were introduced to ‘La Guillotine’, and the feedback was very positive. The tool was hailed as “flawless” and “awesome”. Additionally, the National Superior Conservatorium of Music of Paris (CSNM) and an esteemed piano museum expressed interest in other products from the ‘Australia Piano Supply’ catalogue. Moreover, the European Technical Institute for Musical Trades (ITEMM) expressed keen interest in their future endeavours.

Conclusion:

Tony sums up the first leg of his journey so far: “Quality products, fast-paced growth, adaptive business plans, and personal commitment have contributed to start putting a humble company from Coffs Harbour on a more global map. I feel grateful toward NORTEC’s Business Connect advisor, who provided me with valuable insights and guidance.”

This case study underscores the transformative power of innovation, strategic planning, and expert guidance. From a local piano tuner to a growing company with international connections, Tony Coiffet’s journey with Australia Piano Supply is a testament to entrepreneurial spirit and resilience. Stay tuned for the next steps!

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