In Buffalo’s economic rebirth, where does manufacturing fit? Where does international business fit? 

In the 21^st century no country can afford to ignore any sector of its economy, and manufacturing is as important a sector as any. According to the National Association of Manufacturers, for every $1 spent in manufacturing, another $1.40 is added to the economy—the highest multiplier effect of any economic sector. And manufacturing in the US is not necessarily the large-scale mega-corporations we may remember as Bethlehem Steel, or the Ford and Chevy plants. Today, three quarters of all manufacturing firms in the US—approx. 256,363—have fewer than 20 employees.

These statistics almost perfectly mirror one of Buffalo’s long-term manufacturing success stories. HARD Manufacturing, located on Grider Street on Buffalo’s East Side, employs 30 people in its manufacturing facility and 12 in its front office. Founded in 1876 by John Hard, the company has been in its current facilities since the early 1900s. Last week I caught up with HARD chief international salesman Kevin Currier for a conversation about manufacturing, international sales, and HARD’s success in both.

“We dominate the market share,” says Currier. “We have approximately 70 percent market share in the US for medical cribs, and we’re in about a dozen countries overseas. In some of those countries we also dominate, like Saudi Arabia. But we don’t play the low-cost, cut-corners product game to increase market share. We feel we make the best product in our field and we haven’t been willing to cut quality to increase market share.”

The quality product manufacturing strategy is nothing new. In fact it sounds like Kevin Currier could be representing Apple Computer. It’s proof that a good business strategy works no matter what the product. “We design and build pediatric medical cribs for neo-natal, pediatric ICU and general pediatric usage. That’s our primary product line,” says Currier. “The cribs are steel, contain high-tech built-in features, and have a very good reputation for quality throughout the industry. We have a client in Singapore that purchased our cribs in 1996—20 years ago—and they’re still in use.”

So where does the international component of manufacturing fit in at HARD?

 “In 1980 Bill Godin bought the company and the same family has been directing the business model ever since, and that’s when a specific and directed pursuit of the international market came into focus. We started with the Canadian market, and Mexico, and then we made a jump to the Saudi Arabian market. The Middle East is our largest international market. They appreciate high-quality, well-made US products, and they can afford our equipment.”

While any business can and possibly should develop an international sales component, there are specific challenges. Getting paid ranks high on Currier’s list. “You’ve got to make sure you know who you’re selling to,” he says. “And if you’re going to give them terms, make sure that you’re really comfortable that they’re going to pay you within those terms.” And then there are always the global issues to consider. “Right now the dollar is strong against many currencies, making it more expensive to purchase a US-manufactured product. Also, in some of the markets we sell to, oil is a large component of their natural resources. The combination of low oil prices and a strong dollar make for special challenges. But we feel the quality and durability of our product helps us weather these temporary cycles.”

Did Currier prepare for this career by studying international business? “Not at all,” he says. ”I graduated from UB and not with an IB degree. When I took the job at HARD, I began in the company’s home market division, helping parents of special-needs children with their hospital crib decisions. But I’m naturally curious by nature, and I kept talking to the owner of HARD about getting into the international sales area, and eventually I must have worn him down, because now that’s all I do, and I love it. Your career could certainly be enhanced by studying international business, and it’s a growing field in schools, but it’s also a desire you have to have to see the world as a large marketplace and go after it. I’d say the greatest tool any student—of any subject—would have would be curiosity and the willingness to walk up to people, introduce yourself and ask them what they do, and take a genuine interest in what they do. International business is as much about your network as anything else.”

Is Buffalo a good place to be for international business? “Absolutely,” he says ”There are so many good people dealing in the international business arena that reside in Buffalo, and there are fantastic resources. Buffalo has a World Trade Center office that can plug you into nearly any set of statistics and markets, as well as the Buffalo World Trade Association, which is an association of professionals in the international arena who get together to share ideas and help each other in any way imaginable. Being on an international border hasn’t hurt Buffalo, either. We have a very active office of the US Department of Commerce here, and nearly all other business networking organizations—the Buffalo Niagara Partnership comes to mind—have an international component.”

When I mentioned that a small or micro-business in Buffalo might be slightly intimidated trying to break into the international marketplace, Kevin breaks into a huge grin and waves his arms. “Look, Buffalo is the place for international business and has the best people. Call me personally. Email me. I will meet you one-on-one in any coffee shop, bar, or restaurant you want, and I’ll walk you through getting connected to the people and groups in Western New York that can help. We want you to succeed. We want more international businesses. This is a market segment where the size of your business doesn’t matter, and greater the number of players in the market only helps everyone.”

Take Kevin Currier up on his offer to talk more about international business by emailing him at currier@hardmfg.com or phoning him at 716-893-1800, ext. 267. To find out more about HARD Manufacturing visit their website at hardmfg.com. To hear more from this week’s subject, follow The International Buffalo podcast on dailypublic.com. This series will explore global business in Western New York from a human perspective. We’ll talk to people who live in Western New York and conduct at least part of their business on the global stage.