We're happy to bring you the fifth interview in our Next Level Leadership Series, where we speak with industry leaders about different issues small businesses face. Here, we explore the ways various TAB members have risen to challenges to prove themselves as Next Level Leaders.

This week we present Ron Fischer, President of Redemption Processing Representatives, Inc. RPR uses its extensive knowledge of the coupon industry to enhance the effectiveness of the coupon process for its clients, providing manufacturing, retailer and consulting services. Ron generously shared his story, from how he came to serve such a niche market to how RPR has weathered changes and challenges over the last 17 years.

When was RPR (Redemption Processing Representatives, Inc.) founded?

June 1994.

Did you set out with a clear definition of what your market would be?

Well, I came from a manufacturing background, working for Unilever. [Unilever] went through a reorganization. . . While I had a new management position, I really enjoyed managing the coupon operations, and I thought, “I could do this myself.” I was saving them millions of dollars.

When I walked away, I had a few things in my pocket. A few of my colleagues knew I was leaving. But I had never been an entrepreneur before. I was 48 when I walked away.

I rolled with the punches – I knew I could do this in the industry, and carved out the business as I went along.

You provide manufacturer, retailer and consulting services. Did you begin serving all of these markets, or did you begin with just one?

I started with the manufacturers. One of the things I was very successful with at Unilever was coupon deduction. (Large retailers will deduct non payment back from  the retailer invoice). So I introduced that Coupon Deduction Mangagement services. My plan was to build my clientele, then sell the business to a collection company.

One of the major manufacturer vendors didn’t like my approach and I got black balled. They revised their third party agreement which would not allow me compete with the industry.

I started this service with Ocean Spray in 1996. They left in 2000 to try another vendor and came back to RPR in 2004. We picked up Kimberley Clark in 2000 and worked with them for seven years. Once Kimberley Clark changed management, we lost the agreement.

Then we started in consulting primarily to introduce electronic processing. In 1999 I started with Cunningham Electronics which ended in early 2001. In 2002 with a start up company that didn’t make it, then in 2004 with First Data Corp. The coupon industry is regulated by voluntary recommended guidelines. Long-standing vendors would lose business if electronic processing were put in place. While the First Data test successful and approved by several major CPG companies, they were not able to introduce it as a revenue producing department. In 2006, we got into the retail industry by provide coupon processing.

Where does RPR focus the majority of its services?

Majority is in the retailers. We have thousands of retailers, from Mom and Pop places to chains with up to 300 stores. Sometimes a chain will submit under the corporate chain, sometimes under the store.

I was very proud to set up a very ethical process. [We’re] not trying to milk the industry, not passing any  fees back to retailers. Just be straightforward. [We’re] trying to grow, to be successful, but it’s a very small revenue stream we work off of.

How have you developed your clientele in this rather niche market? (Networking, advertising, marketing, etc.)

I guess it’s mostly through networking. We belong to state associations. Three states recommend their retailers use our program. We work nation-wide.

I do selling. [Some of our business] is based on the Web site. It’s been slow growth. We’re working on bringing in larger retailers.

Anything else special you would like to share on working in a niche market?

Because I started when I was so young [laughs], when I worked with Unilever, the manufacturers really controlled the industry.

I’m a sole survivor, I really have extensive knowledge of the industry. I was an expert witness in a lawsuit case. I really enjoy what I do; really enjoy the process. I’d like to shake up the industry. I think the industry really needs some rules and regulations. I’m Chairman of the Guidelines Committee [of the Association of Coupon Professionals].

I was a dyslexic child, went to five high schools in four years, and learned to overcome failure. I have good common sense. I enjoy what I do; it’s so important – you spend so much of your time at work. I have a small, nice group of people working for me. We’re trying to improve the mousetrap so that everybody is successful.

What do you like most about The Alternative Board and/or personal coaching you get?

They’re a great way to get some guidance. Sometimes there are things that you should be doing, but you forget to do them.

[I like] the overall structure: sharing your ideas with others, getting guidance from non-competitors. I get overwhelmed with personal life and business . . . [TAB is] a good way to set goals, move along and carve out areas you’d like to work on.