Lucio Proni Case Study

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For this assignment, I chose to interview JL Audio cofounder Lucio Proni. JL Audio is a consumer/professional audio manufacturer located in Miramar, Florida that produces speakers for boats, cars, and home sound systems. Lucio Proni is an engineer and cofounder of the company with his high school buddy Jim Birch. During the mid-1970’s when they were on their summer break from the University of Florida, Lucio and Jim decided to mess around with component speakers and wound up building home loudspeakers for fun. They worked out of a garage in Lucios home and showed some of their speakers to their friends and some. Later on, a few of them even bought some, so they built a couple more to sell on the flea market. Lucio’s early success inspired …show more content…

He also recommends reading “Trading from Your Gut: How to Use Right Brain Instinct & Left Brain Smarts to Become a Master Trader” by Curtis Faith since it draws from the lifetime of experience of master traders like Richard Dennis and Jesse Livermore. One thing I would not have done with a business that was currently going broke is pushing it to the side in favor of another venture. Lucio and Jim thought it was a good idea to divert their attention away from a failing JL Audio in favor of a new business and took out a loan to have enough capital to open it. Luckily, things turned out fine for them, but there are just so many things that could’ve gone wrong and pushed them deeper into debt than they were in the first place. If I was in their shoes, I would’ve tried to build up JL Audio into a more profitable business first; some product discounts and sales could’ve helped move stock faster and when JL Audio was doing better, then they could’ve expanded into other business

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