RJR Circuits, Inc.

CircuiTree Guest Editorial: Survival in the U.S. PCB Manufacturers World by Bobby Rodriguez

When I was first invited to write this guest editorial, I was excited to explain how RJR Circuits, Inc., has managed to survive in this crazy industry of PCB manufacturing. I could simply say that RJR Circuits, Inc., has been successful because of our determination to be a leader in the PCB manufacturing industry, but that would be a one-dimensional answer in a complex industry. Our success is attributed to top-notch customer service, superior quality, competitive pricing, on-time delivery, and strategic partnerships. Survival also requires the ability to take risks that do not have guaranteed outcomes.

RJR Circuits, Inc., has been in business for 26 years, and this has not been on accident. Our founder and CEO (and my father), Robert Rodriguez, takes enormous pride in the tradition of recognizing and rewarding hard work, making tough decisions that may result in failure before success, and taking the time to build an executive team that matters. Our largest investment is not in advertising, equipment, and material but in our executive leadership team and employees. Together we form a dynamic synergy that promotes teamwork, integrity, and empowerment of ideas. Subsequently, the success of our business continues to thrive. Because we are primarily a family owned and operated business, this in and of itself empowers us to expand (contract), invest (chop the low-lying fruit for debt reduction), increase employment (two to three percent turn-over rate), and make changes as needed to succeed and continue on our journey as leaders within the PCB manufacturing industry.

New technologies and improvements invested in the last few years in equipment and employees have driven us to manufacture PCBs that average six layers. Thinner laminate requirements, alternative finishes, controlled impedance, and blind/buried via boards are becoming standard products. Ten years ago, I can remember being a two- and four-layer board manufacturer while at the same time watching our business evaporate before our eyes. There are decisions that have to be made when trying to change what you are doing, while at the same time not putting yourself in a position to fail. What is the key? Does anyone have an answer that is fail proof? I don't profess to have the answer but I do know that while overseas markets push down prices on PCBs and more manufacturers try and match or offer prices below cost, it is important to invest in facilities and equipment to produce a quality product while maintaining a competitive edge in the market niche you carve out in the industry. While we recognize that technology continues to drive and sustain our industry, it is important to sustain your core competencies and not be everything for everyone.

One of our primary foci has not been on the overseas competition but recognizing that our biggest competition resides in our own backyard. It seems we are all after the same market, but the results vary dramatically. Our customer base is primarily U.S.-based with military and hi-rel requirements: two-, three-, and five-day turns being very common. Sound familiar? Well then how do you set yourself apart from your competition? For the last time I will reiterate a message that you have heard in the past: provide top-notch customer service, superior quality, competitive pricing, on-time delivery, and strategic partnerships. Sounds easy, right? What is easy is making the same mistakes and failing to learn from them. Each failure should provide you with a building block that can build that bridge to reach the next level. Focus on the future of the industry, find your niche market, and proceed into the future with a clear plan that equates to success. Success can only be built on a sturdy foundation - this is the determining factor in surviving or becoming the next auction pamphlet in the mail.


Bobby Rodriguez
brodriguez@rjrinc.com
Bobby Rodriguez is vice president/sales manager of RJR Circuits, Inc., Denver, Colo.