Saelig Company Inc.
1160-D2 Pittsford-Victor Rd. Pittsford NY 14534 USA
585 385-1750 585-385-1768 (fax)
Saelig Co. Inc. is a unique, well-established promotional and technical sales agency and stocking
distributor, based in Pittsford, NY, USA. Saelig Co. Inc. is a growing manufacturer’s agency for
domestic and overseas clients wanting to establish or increase North American sales. We offer
technical marketing and sales fulfillment services, and create markets for unique, mostly-foreign
products that bring repeat sales for about 30 worldwide companies. We have a reputation in the
marketplace for providing and efficiently delivering cutting-edge electronics goods to North America
from our specially-selected suppliers, backed by knowledgable in-depth hardware- and software-
support. We achieve this by seeking out remarkable products from overseas, using our
understanding of market trends and requirements, employing innovative and effective marketing
techniques, and providing ready access to technical staff. We sell electronic control and
instrumentation products, mostly to orignal equipment manufacturers and industrial users. Most
product is shipped from stock in our NY premises, but some is drop-shipped directly from overseas
suppliers to our end-users. We have three forms of operational activity, based on stock status:
prepurchased, consignment, and non-stocked or drop-shipped products. We act as an instant sales
and support office for our clients. .
“Saelig” = “happy, prosperous, blessed” in Olde English – our vision for both staff and customers.
Our company's mission is to successfully promote and import unique electronics devices and
components, mainly to OEMs and industrial end-users, so that our customers, suppliers, and staff
will be “happy, prosperous, and blessed”.
Saelig Co. Inc. is the exclusive Sales and Marketing representative for more than 20 overseas
companies, and the non-exclusive agent for about 10 more, selling electronic control and
instrumentation products mostly to industrial users – many Fortune 500 companies, Intel, H-P,
Philips, IBM, Lockheed, Kodak, Xerox, US military, universities, etc. and some sales to individuals.
We have a daily Fedex pickup and frequent Fedex and UPS deliveries, and can ship stocked
products same-day for overnight delivery if ordered by 5pm EST. We also sell products available
from other USA distributors, relying on our superior marketing and technical support for adequate
sales. We seek out prospective overseas clients for representation with typical company size <30,
and sales <$30M. Our preferred overseas client is typically a fast-moving company with little or no
existing USA support, with unique products for which we can have principal sales rights in North
America in return for in-depth promotion and technical support.
1160-D2 Pittsford-Victor Rd.
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Regular press releases are issued at no charge for our clients, and advertising in US technical trade
press to design engineers; co-operatively funded advertising is encouraged. Submission of technical
“how-to” articles”. No field sales force. Wide product range offered by Saelig brings companion
Sales History: Y-o-Y Growth
Our client list (mostly as exclusive agents) includes the following companies:
Active Robots (UK) Ready-made radio modules for USB-RS232 or remote control
Amplicon (UK) Isolated USB<>RS485, data acquisition, industrial PCs
BITlink Company (DK) Industrial 2-wire control – no power needed!
Calibre UK (UK) I2C bus adapters for PCs (PCI and USB).
Compulogic (UK) Embedded easy-use webservers with A/D I/O, SMS control
Debug Innovations (UK/DE) Reduces 5 J-TAG lines to only ONE!
Devasys (US) USB-I2C-I/O boards
DLP Design (US) USB modules for easy development
Elexol (AU) USB and Ethernet modules for easy development
Ellisys (CH) (CH) Low-cost Swiss-made USB bus analyzers
Euroquartz (UK) Crystals/oscillators/filters quick custom parts
FTDI (UK) USB ic's: USB>RS232 without programming!
Gemini Dataloggers (UK) Dataloggers for monitoring environmental conditions
GHI (US) FATfile, USBwiz IC's
Janz Computer (DE) VME, cPCI, Industrial PC, CANbus boards.
KK Systems (UK) RS232>RS422/485 isolated, progr. converters!
Lascar Electronics (US/UK) Digital panel meters and Data Loggers
Low Power Radio Solutions (UK) easyRADIO modules for instant wireless capability!
Omega Research (UK) Ltd (UK) OM-Adapt SMD protoboards
PICO Technology (UK) PC scopes, DrDAQ, volt/ambient monitoring
Ransen Software (IT) RepliGATOR - graphics! ObjectARX: AutoCAD C++
USB Instruments (UK) Light USB PC scope adapters, USB<>RS232/485
Wilke Technology (DE) BASIC controller modules
Products stocked and shipped from our static-free shipping facilities include: ic’s, PC scope adapters,
USB-serial cables, RS232/422/485 adapters, USB bus and logic analyzers, and embedded
controllers, USB modules, dataloggers.
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Critical factors in the success of our company are:
1) Selection of unique, in-demand products
2) Prompt response to phone, fax and email inquiries
3) Helpful technical before- and after-sales support, from Saelig and our principals.
4) Up-to-date website, featuring current products and prices, as well as an efficient shopping-cart.
5) We create press releases, press photos, “how-to” articles and regular trade-press advertising for
the products we sell; some advertising is co-operatively funded.
6) We strive to be a part of our clients’ extended team, providing customer input, suggestions, as well
as critique of upcoming product stream.
7) Friendliness and product knowledge in our phone response.
8) Fulfill customer commitments – on-time deliveries, technical response, after-sales support.
Our service is unique because we can act in both a promotional and technical sales capacity. We
have an advantage in the marketplace because we select unique products that bring repeat sales.
We also prefer products that are light in weight so that they can be shipped from source
We define our market principally as electronic design engineers, as well as users of instrumentation
products. This market is almost unlimited for the correct product selection.
We generate press releases and press photos on behalf of our European clients, issuing them by
email and mail to over 200 addresses. We regularly advertise in U.S technical trade journals such as
Circuit Cellar, ECN, EDN, Electronic Products, EEPN, Nuts&Volts, IAN, EETimes, NASATechBriefs,
Sales Office Alan Lowne (President)
NASA Tech Briefs Product-of-the-Year Award
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Doug Lynda Vicki Missy Carol Alan Peggy Kaye Al
Alan Lowne: President Business research, planning and development; finances; marketing; new
client research and negotiations; monthly client accounts. Alan is a UK-born Electronics Design
Engineer, formerly with Kodak, then Johnson & Johnson with over 25 years of electronics and
optoelectronics hardware design experience.
Doug Cornell: Operations Manager Business systems, computer and web-design activities;
technical support (software); order processing as needed. Doug has worked at Kodak, Xerox, EDS
in a number of roles, including mid-level management and computer systems administration.
Al Macrobbie: Technical Support Manager Electronics Engineer with 25 years electronics
design and systems experience, application and technical support, from medical and industrial to
wireless and large-operations systems.
Vicki Rook: Technical Sales Associate Electronics Engineer, offering sales support and
technical sales advice for customers seeking the right product for the job.
Missy Wynkoop: Marketing Associate Marketing planning and advertising copy creation and
tracking; phone/fax response; order entry; invoicing; order fulfillment; packing and shipping.
Kaye Biuso: Inside Sales Associate Phone/fax response; order entry; invoicing; order fulfillment;
packing and shipping; bill-payment & book-keeping.
Peggy Bray: Inside Sales Associate Phone/fax response; order entry; invoicing; order fulfillment;
packing and shipping.
Lynda Cornell: Office Manager Office, purchasing, personnel responsibilities. Lynda previously
worked for over 20 years at Kodak.
Carol Lowne: Quality Systems Manager Business methods for customer satisfaction, process
improvement, quality tracking, quality manual.
Our company's mission is to successfully import
and promote unique electronics components
to OEMs and industrial end-users ,
so that our customers, suppliers, and staff will be
“happy, prosperous, and blessed”.
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Unique features of Saelig Services.
Others agents in the market are able to provide somewhat similar services, but we are unusual in
offering both marketing expertise (press releases, advertising) and sales capabilities (stocking
product on site or drop-shipping from source). We sell only by phone, fax and online sales, although
direct face-to-face customer interaction sometimes occurs in our offices. We do not normally travel
to customer sites or exhibit in shows. We do not manufacture any of the products we sell. We also
represent a broad range of products to sell, which stimulates a broad interest in our product lines.
We do not engage in manufacturing. The products we sell are from a variety of manufacturers who
meet our quality and support standards. A critical factor in our reputation with our customers is
prompt delivery, which relies heavily on the timeliness and reliability of our suppliers.
We specialise in marketing electronics products that have unique characteristics (USP!) and are
lightweight for easy transportation. We look for products that don’t need individualized, time-
consuming, complex, customer-specific technical support.
Target Customer/Market Segment
A typical customer for our products is a North American electronics engineer, with current or future
design needs for incorporating our products into OEM equipment, ensuring repeat follow-on sales;
would typically read technical journals such as EEPN, ECN, Electronic Products, EDN, EETimes,
etc. We define our market segment as OEMS and industrial end-users, but not excluding indivual
purchasers. The major market segment includes Fortune 500 customers.
Marketing and capabilities
Our marketing plan is based on the regular advertising and press releases in trade journals, as well
as buying websearch words (Google, Miva, etc.). We spend up to 2% of annual sales on advertising,
some of which is reimbursed by our foreign clients. We also include a general flyer describing a
sample of all our product line to encourage additional “companion sales”.
Our staff is able to create advertising and promotional materials, write technical articles, and respond
to technical inquiries. Competitive analysis is also available.
We position the products that we carry as easy to use, technically advantageous, good value for
price, top quality. We don’t, however, offer electronics design services ourselves, but we can
forward those inquiries to other consulatnts.
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Our pricing strategy is based on adequate margins, and an awareness of competitive offerings.
Shipping costs from Europe can often be perceived by customers to be prohibitive, so for drop-
shipped components we may incorporate some of these costs into the list price of goods, and charge
only a nominal shipping amount.
U.S. prices for goods invoiced to us by our principals in Euros or UK pounds need to be adjusted on
a regular basis to accommodate currency fluctuations. We review this pricing monthly to ensure that
potential profits are not eliminated.
The distribution methods we use for our product are direct sales, making customers aware of our
products by means of press releases, advertising, website promotion, on-line ordering, etc. These
make sense for delivering our product to the end user because the products we sell are light in
weight (easily shipped) and are purchased by need (can’t be sold through cold-calling or hard-sell
techniques). The competition often uses field sales forces and visits trade shows, which are very
Our major current customers include: Intel, Xerox, Kodak, Dell, Philips, NEC, Nokia, T.I., Sony, HP,
US military, universities, Microsoft, Agilent, EMC, Boeing, Callaway Golf, Celestica, Kyocera,
Dupont, Maxim, Fairchild Semiconductor, Ford, GE, GM, General Dynamics, Honeywell, IBM,
iRobot, Lockheed Martin, Lucent, Maxstor, NASA, Northrup Grumman, Siemens, Tyco, Sealevel
Advertising, promotion, trade shows
Saelig Company Inc. has developed a comprehensive advertising and promotion strategy, based on
regular budget-priced (especially remnant space) advertising in well-read journals. We present a
regular presence in the technical trade press, which yields discounted rates for frequent advertising.
We produce our own advertisements using Quark xPress to create enticing, professional advertising
copy. We remain in regular contact with technical editors to inform them of our latest product press
releases. Another effective promotion means is the use of application articles in trade magazines -
some submissions written by users of our products have proven quite effective in highlighting product
Our philosophy currently is to refrain from participating in trade shows, which we normally view as
not cost-effective. Participation can cost upwards of $3,000 per employee.
Saelig Co. Inc. has seen growth every year since its inception in 1988. Our success is based on the
companies we have selected to support. There are competitors to our services, but we offer the
comprehensive capability of a client’s own U.S. sales office, and strive to be an extended part of the
client’s team. There are also rivals to many of our products (not usually identical), but we endeavor to
source the best or easiest to use or most reliable ones available. We compete directly with many
other suppliers in general, but we strive to offer friendly, informed sales assistance. Because of our
history of speedy, effective market promotion, we can offer almost instant access to North America
for our manufacturing suppliers. Our service to our foreign suppliers is unique because we offer free
promotion of their products (funded only by commission on subsequent sales) as well as in-depth
technical support and rapid order fulfillment for a wide range of products.
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