Adventure Lights is unique in its field with sales at record levels.Tim Ford explains how he intends to continue building the brand while expanding into new markets
Written by Ian Armitage and Produced by Richard Gentile
With roots that can be traced back a little over a decade, Adventure Lights is today considered a world leading manufacturer of visual and IR beacons and illuminators for military, police, security, and search and rescue personnel.
A privately owned Canadian business, its current products are in wide use with US, British, Australian and Canadian Special Forces. The company introduced a new line of products for use in Industrial Safety, Outdoor Recreation and Marine applications in 2007, and is excited by what the future will hold.
Led by the inspirational Tim Ford, a natural leader, entrepreneur and visionary, the company is going from strength to strength. In 1994, Tim identified a need for quality beacons through his own sporting activities (needs which were cemented while he watched an “extreme endurance race”).
Soon after, many extreme athletes were using Adventure Lights products for their grueling marathons. Since many of those participants were military personnel, word quickly spread to military bases that a new rugged product was available. Within months, products were submitted to various militaries around the globe for testing and have since become the preferred light for many.
From the outset Tim has been focused on one thing – making versatile and unique products that can be consistently relied upon to deliver outstanding performance. His goal is for his company to be recognized as the industry leader in visible and IR lights, beacons and illuminators. “We are known for our cutting-edge technology, which survives long-term use by the most demanding of users,” says Tim, a man who intends to continue to improve upon his current achievements and expand his success into even broader markets.
The chosen ones
According to Tim, the biggest compliment he can have is to have his products consistently chosen by those who depend on their equipment the most. “We are the number one choice for customers in the Special Forces community in the US and Canada,” he explains. “They are demanding customers so to know they keep coming back is very rewarding. It is also great to know we are able to help save lives.”
Despite this undoubted success, Tim is keen to expand Adventure Lights’ market presence in the general military, police and security market worldwide. He also wants to develop the industrial safety, outdoor recreation and marine markets, the intent of which was signaled with the launch of the new product line earlier this year. “My philosophy is to have the very best products in many different markets,” says Tim. “We are well known for creating products that meet the clients’ needs. I’m a competitive sailor and an avid and expert skier, so I’ve experienced some of what is demanded. My intention is to continue delivering outstanding products, while branching out into new areas.”
In 2007, Tim was nominated for the Ernst and Young Entrepreneur of the Year Award, and his company was nominated for the Deloitte Touche Companies to Watch. It was also a finalist in Best Manufacturing Companies and for Best Innovation and Technology for the West Island of Montreal Chamber of Commerce. The company is performing brilliantly and couldn’t be in better hands.
Past, Present and Future
Adventure Lights started in 1996 as a partnership between Michel Cote, President of Digico Electronics (a prominent and skilled contract manufacturer) and Tim Ford. Michel and Tim brought the VIP series of lights to its successful development after many technical hurdles. After the fall of Nortel, which hurt many electronic sub contractors, Michel concentrated on rebuilding his business and Tim took over the reins of Adventure Lights Inc. in 2002. Fortunately for both previous partners, success has followed for both their endeavors.
The trust and goodwill built between the original partners has been fostered and is evident in the relationship between the employees of Adventure Lights, its subcontractors and clients. A philosophy of hard work and fairness while promoting an exciting and challenging environment has continued within the organization.
Tim grew sales in 2002 and 2003, while the company used outside contractors for most of its manufacturing and some engineering. By the end of 2004, all engineering and some limited production were moved in house – a trend that is continuing today. This was only possible because of the increasing sales.
In 2004, sales continued to rocket and the company further expanded its product line, while investing heavily in R&D. It also hired many of its outside contractors as full time employees.
Tim has also been blessed with very loyal and dedicated employees many of whom have worked with him for over ten years. “Our personnel feel a close affiliation to our clients as our products are often used in dangerous situations and counted on to aid in individual safety,” Tim commented. “Commanders and other end users have written letters and e-mails to us explaining how our products have successfully been used to protect their troops and my staff and I get great satisfaction from knowing we have helped make a difference.”
Demand continued to grow for the company’s products and began to outweigh its ability to supply, so in 2005, 2006 and 2007 the company hired additional staff and streamlined its processes to keep up. More profitable business was also moved in house.
“Sales were growing considerably and we took these measures in order to be able to move forward,” says Tim. “This year alone, sales are up by 80 percent, and we are in our best shape ever. We have transformed the business and can’t complain about that, although I do like to speculate about how much bigger our sales figures would be if the Canadian dollar was in better shape. However, we are happy and are in expansion mode now.”
High labor costs are also making life for Adventure Lights a little more difficult. However, Tim remains determined. “To overcome high labor costs we have invested in a new ERP and eCRM system. We are trying to increase productivity by working closely with our subcontractors, by building up our internal resources and by moving more profitable production in house. We are going against the trend in trying to do that. We’ve also had enough of manufacturers outsourcing production to China. By using our heads I think we can make a superior product here in Canada.”
R&D for 2008
Business is booming. In the first quarter of 2007 alone the company sold as much product as it used to sell in an entire year. Thanks to the increased sales, it now has the resources to work closely with and actively manage its subcontractors, for the benefit of both parties. It also has the resources to sustain its R&D and new product initiatives. What’s more, the company’s pattern of managed consolidation and expansion, along with its product innovations and increased efficiency, have allowed it to weather the storm created by rising Canadian currency and labor costs.
“We are able to make products that are unsurpassed,” says Tim. “This is because of our innovative flair and focus on R&D. Our company is heavily driven by R&D and this year we have introduced a new line of Search and Rescue Products based on our VIP and Guardian for life jackets and rafts. We will continue to develop new products and launches are scheduled for February 2008.”
According to Tim, Adventure Lights will continue to build on its existing Military and Police VIP light beacons, adding new technology and expanding their uses. “We have always brought new inventions and innovations to market and this tradition will continue,” says Tim. Remarkable, considering the company has already established a line of highly respected, quality products.
Most of Adventure Light’s competitors have fifty million or more in sales. In some cases, the companies are owned by multinationals with even bigger sales. The fact that Adventure Lights has competed with these companies, and is growing rapidly, speaks volumes about Tim’s drive, the company’s products and the respect it has in the industry. “None of our competitors have the breadth and scope that we have and that makes us unique in our field,” comments Tim. “We intend to build on our lead while maintaining the quality and respect we have earned in the marketplace.”