Herold Marketing Associates, Inc. - Page 7




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          would not normally do business with a supplier as small as                   
          petitioner.  As a result, petitioner sells to 10 of the top 20               
          accounts in the nation for its industry.                                     
               During petitioner's early days, Herold undertook major                  
          financial risks to provide funding for petitioner.  When                     
          petitioner hit a slump in 1984, Herold withdrew funds from a                 
          qualified retirement plan, paying income tax on the withdrawal as            
          well as a 10-percent penalty, to obtain funds needed to keep                 
          petitioner going.  As part of the three-pronged strategy                     
          described above, Herold aggressively sought a relationship with              
          Houston Instruments, seeking to market its Computer Aided Design             
          (CAD) product line.  To cement that relationship and meet Houston            
          Instrument's concerns as to petitioner's financial stability,                
          Herold mortgaged his house to secure a $75,000 letter of credit.             
          Herold has also lent substantial personal funds to petitioner and            
          personally guaranteed credit lines of $4 to $5 million with Sony             
          Corp. and Mitsubishi Corp.  These guaranties were still in effect            
          during the subject years.                                                    
               By contrast with his willingness to place his personal                  
          assets at risk, Herold maintains a conservative financial                    
          strategy with respect to petitioner.  He insists that petitioner             
          maintain substantial cash reserves, refusing his financial                   
          adviser's suggestions that petitioner "play the float".  This                
          builds petitioner's credibility with suppliers and customers and             
          enables it to take full advantage of vendors' early payment                  
          discounts.  By following this strategy, petitioner has incurred              

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Last modified: May 25, 2011