Jolly Logic's business is growing, but we're small and have somewhat unique products, so that's not a very useful gauge of the overall industry. Estes/COX, Aerotech/Quest, or a reseller like Apogee could better judge the overall industry. The recent consolidations suggest "not great growth."
Having worked at a prestigious consulting company and at a variety of tech companies over the years, I will say that rocketry does have a tendency toward weak business practices, especially with regards to pricing. That's not unique. There are plenty of industries like that, especially when the products become more commoditized. Every industry faces these pressures; some resist them, and some really give in to them. Some practices which sound like good ideas (volume pricing, bulk buying, special promotions) are actually signs of these weak business practices.
Here's one simple example. Suppose a manufacturer of $25 motors who normally sells these motors for $20 to resellers offers a special additional 25% discount if a reseller buys 1000 motors at once. If a reseller takes this deal, they will have incredible pressure to sell these 1000 motors, because they laid out $15,000 all at once to buy them. Then let's say this reseller gets in a pinch for money, looks at the big stack of motors and decides to "pass the savings along to buyers" by discounting the motors to $16. You might say, "Well, that's a huge win for everyone! The customer pays $16 for a $25 motor (oh yeah!!!), the reseller still makes money, and the motor manufacturer sells 1000 motors."
Well, no, it's not good. Here's why:
1. In the Internet age, resellers who bought their motors for $20 see their sales instantly dry up, and are stuck with inventory they can't sell
2. The reseller with the $16 deal sells out quickly
3. Customers complain when they place orders for $16 and are told "We are out of stock."
4. Customers now expect that these motors "should" cost $16. Paying more seems dumb. Charging more seems like taking advantage of people(!!!)
5. The new expected price becomes $16. Some people will wait all year for that price to come back around.
6. Some resellers decide to stop carrying this type of motor, because they can't afford to buy $15,000 worth each time.
7. Running a business that makes $1 on a sale of $16 is hard/impossible. You have to stop offering returns (No Returns!), replacements, friendly personal support, free shipping. You have to cut every corner you can.
8. The manufacturer begins noticing that reseller accounts are disappearing, and the discounting resellers start demanding even more discounts, because they control most sales now
9. Price pressure reduces the incentives and resources for new product development
You end up with an unprofitable, slow-to-innovate industry rife with frustrating characteristics, such as:
1. Why don't I get treated well when I buy stuff? I'm a paying customer! Where's my free shipping? Why can't I just return this?
2. Why do I have to search so hard to find the best prices? (I know if search a little harder, I can find a KILLER price somewhere...)
3. Why is everything made so cheaply?
4. Why is everything made in China?
5. Why aren't there lots of companies creating new exciting products?
You might think all of this is inevitable, but it's not. Manufacturers can and should set a price for their goods and require everyone to sell for that price. There's a common misconception that this is illegal or bad for consumers, but of course it's not. It's what Apple does. It's what Jolly Logic does.
We regularly get contacted by folks who want a volume price break. And we always say No. And if we find a reseller advertising our products for below our MSRP, we drop them. Having seen that cycle start up in other industries, we know it's unhealthy and it comes at the expense of other resellers, so we stop it right there.
Here's the result of our no-discounting policy:
1. Every reseller knows that they already offer the lowest price.
2. When a reseller buys product, they can be assured it won't lose its value.
3. Customers don't need to waste time shopping around. They can buy wherever it's most convenient, wherever they get great service, great selection.
4. Since we thoughtfully set the price at a point that allows us some R&D money, we can continue to work on new, exciting products.
To anyone who reads this and dismisses it by saying, "Ugh. This guy's just justifying his greedy sky-high prices," I would say, do this: buy an Estes altimeter. Find it on sale somewhere. Enjoy its delightful Chinese-engineered quirkiness. If you need some quick personal attention a few days before a contest, let me know how THAT goes. If you're waiting for Estes to move from offshore-knockoffs to innovation, I'd suggest you settle in with some popcorn, because it might be awhile.
That having been said, Estes *still* represents the magic of science during my childhood, along with Tom Swift. I treasure those memories. Sad sigh...