ABCs of Acquisition Analysis

But there are some big differences between the two buyer groups. In fact, the average home product buyer spends $350, while the average car product buyer spends $200.

“We almost consider ourselves two separate businesses,” Michie says of the company’s dual-product focus. The car audio business, the company’s traditional stronghold, has been shrinking somewhat in recent years due to car manufacturers’ efforts to outfit luxury cars with audio equipment. “We need to zero in on the unique buyers who are interested in do-it-yourself car audio,” Michie says. That has meant tighter targeting using careful housefile analysis.