How did you get started in the industry? Describe the early days of your career.
I earned my BA in psychology and sociology from the University of Haifa and completed my MBA in organizational behavior studies at Tel Aviv University. After graduating, I worked in various human resources positions and became CEO of an outsourcing engineering company, which provided mechanical design, harness design, and chipset design.
In 2012, I decided to see what my husband, Michael Ben-Dor, was starting as a hobby in our basement. Michael is a mechanical engineer with nearly 30 years of experience. We had an idea that there may be a market for products that combined technology and interior design. So, we packed our bags and a few prototypes for a U.S. trade show that we had heard was “the way to get into the AV industry.”
That show was CEDIA Expo.
We showed up without a company and without knowing many people in the industry. My husband and I manned a 10x10 booth with our prototypes, and to our delight, people were interested. Shortly after the show, we decided to officially launch WALL-SMART
What is your current position? How does your company fit into the industry?
Michael and I act as co-CEOs. I work primarily on the business development, sales and marketing, and financial side of things while Michael heads up R&D and engineering. WALL-SMART is a privately-owned Israeli company with customers around the world. We design and manufacture flush mounts that combine functional control and aesthetic design to seamlessly integrate technology into any wall or ceiling.
We firmly believe partnerships are the best way to do business. Being an accessory for all of the major brands in the CEDIA channel, our partnership varies from OEM, distribution, dropship, and mutual marketing efforts with different manufacturers. We also sell direct to authorized dealers.
We actively seek partnerships and are committed to understanding what’s new in the market and how we can help our dealers.
When and why did you join CEDIA?
CEDIA Expo was truly the launching pad for our business and our first introduction to the CEDIA channel. We officially established WALL-SMART in January 2013, and became CEDIA members in 2014.
CEDIA has always felt like home. Because the channel isn’t too outrageously big, we’ve gotten to know so many people on a deep level. While we each bring a unique perspective to the table, we share the same passions and feel similarly about the industry. Talking to other CEDIA members transcends any differences between us in terms of accents and time zones – they’re always willing to share knowledge and advice.
Can you talk about some of the volunteer work you do?
Yes – and CEDIA’s volunteer opportunities are one of my favorite benefits of CEDIA membership. There are a number of opportunities to get involved with education, certification, standards, and more. I personally volunteer on CEDIA’s Governance Committee, which ensures the CEDIA Board of Directors has strong and responsible leadership together with a balance of skills, knowledge, experience, and diversity. I’m proud to say that the board includes many unique voices from all over the world.
Recently, I had the opportunity to visit Washington, D.C. for SelectUSA’s four-day Investment Summit. SelectUSA is the U.S. government program led by the U.S. Department of Commerce that focuses on facilitating job-creating business investment into the country and raising awareness of the critical role that economic development plays in the U.S. economy. I learned a great deal from fellow attendees about how we can improve penetration into the U.S. by working together.
What advice would you give to someone just starting out in this industry?
Throughout your career, and especially while you are first starting out, it’s important to use all the resources at your disposal. Attend events, like CEDIA Expo or Tech Summits, introduce yourself, and build relationships with people. If you are unable to attend events in person, connect with your peers and mentors online. While it may feel intimidating to put yourself out there, know that industry veterans have just as much to learn from you as you do them.
Lastly, be prepared to teach others about the industry and speak passionately about what you do. One time at a show, someone approached our booth and asked to take some photos and videos of our products. We gladly agreed and later came to find out that the person was a famous YouTuber. The traffic they received on their video generated so many leads for WALL-SMART. You truly never know where your next big opportunity lies!
Are there any other parts to your story that you’d like to share?
When Michael and I first launched WALL-SMART, our legal team advised us to get a divorce. Shocked and appalled, I came to learn about the outdated tax laws in Israel that practically prevent married couples from being in business together. I decided then not to change my own life, but to set out to change the law.
I rallied other couples in the same situation, and together we made noise at congress meetings, on morning talk shows, and in the newspapers. We refused to back down, and just a few years later, the law was changed.
