Guard's get-up best string to Obo's bow

By PAULA OLIVER

Planting yourself in the path of a hurtling hockey ball is dangerous stuff, but thanks to the efforts of a Palmerston North entrepreneur many of the goalkeepers at the Sydney Olympics emerged unscathed.

Just under half of the Games' goalkeepers, including Kiwi star Helen Clarke, were protected by Obo lightweight gear - the brainchild of homegrown marketing whiz Simon Barnett.

After seven years of aggressive growth, Obo now holds 65 per cent of the world market for hockey goalkeeping gear, and Mr Barnett says the internet proves there is nothing stopping Kiwi companies from making an impact overseas.

"We're opening up a store on the website which will sell a range of clothing and other items that people can't buy from any of our overseas agents," Mr Barnett said.

"Distance is no longer a factor for New Zealand companies with the internet, and it proves that you can do anything from this country."

A range of cricket protection gear is also being investigated.

Obo sells its range in 22 European countries and more than 10 other nations, including the US.

Mr Barnett puts his company's success down to knowing what his advantage is, a fair dollop of desire and passion, and getting support from business partners and family.

"We compete on product superiority, and we're not obsessed about price at all," said Mr Barnett.



Local companies should use the internet and look to enter small markets in a big way, he said. When companies from a small country were not as focused, they diminished their effect.

"It's much better to be a big fish in a small pond, and service small groups extremely well," Mr Barnett said. "When you've got good market share it's a barrier for others to enter."

A company which is partly owned by Mr Barnett manufactures the gear, giving him time to pursue a family-oriented lifestyle without the worries of running a big factory.

A lecturer in marketing at Massey University, Mr Barnett said it was imperative that links between business and universities in New Zealand became stronger.

"The young people at university are the ones to build business in the future, and there should be a surge in entrepreneurial activity from them with new technology like the internet," he said.

"This generation is the first to be able to do it, and we should be making things as realistic as we can for them while they study - the links are too weak."

The company website had been invaluable for feedback from clients and it was now time to diversify.

"It's been a great ride to build the Obo name from nothing," Mr Barnett said. "Obo actually doesn't mean anything, and we picked it so we could create a meaning around it."