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Rochester Chamber Top 100: P3 Systems connects clients with equipment

Rochester Business Journal
October 7, 2016

P3 Systems Inc. could be described as a family operation. CEO Frank Pecora founded the company in 2007 and named it P3 as a nod to his name, Frank Pecora III, and the three generations he represents.

He owns and runs the company. His wife, Rebecca, is business manager and his father-in-law, Wayne Cannon, is director of operations.

The Henrietta business buys new and used information technology equipment, refurbishes it and sells it to companies in need of certified telecommunications products.

P3 Systems has grown steadily, he said, and marks its fifth consecutive year on the Rochester Chamber Rochester Top 100.

He declined to disclose revenues, which he said were in the eight figures.

“We were hitting 100 percent growth year over year in the first few years,” Pecora said. “We are maintaining our growth and are always on track for annual revenue growth between 30 and 35 percent a year.”

As a buyer and seller of refurbished equipment, P3 does not need a large employee base to run its operations. The company has nine full-time workers.

“Our headquarters is here, but we also outsource some work in California,” Pecora said. “Things like network services, implementation of hardware and recertification can be done out there.”

Routers, switches and wireless controllers are some of the products P3 Systems refurbishes, certifies and sells from top manufacturers such as Cisco Systems Inc., IBM Corp. and Juniper Networks Corp.

What one company no longer needs, or possibly has too much of, it can sell to P3 to save waste and make money. In turn, another company in need can buy refurbished computer hardware at a reduced cost, Pecora said.

A recent move to ecommerce helped P3 increase sales, he added, and he anticipates further growth.

“Half of our new growth in the last 18 months can be attributed to our website,” Pecora said. “It’s proven to be an excellent lead-generation platform.”

The majority of its clients are outside the Rochester region, and from across the country, he said.

“Most are in larger cities like New York or L.A. and other tier-one cities. About 85 percent of our business is domestic and the other 10 to 15 percent is global: in Europe and Asia,” Pecora said.

As a value-added reseller, its business model is different from that of many other companies, he said.

“We are a reactive business. We have to acclimate our business model to what Cisco does. As a major manufacturer of the products we sell, they mandate what we do,” he said.

A change Pecora sees ahead is the size reduction and streamlining of equipment, partly as a result of the movement toward energy efficiency. It is also an answer to companies once forced to move large network operations to data centers because they did not have the space for them at their home office.

“A lot of product is becoming smaller in size. Manufacturers are making products that consume less energy and can be consolidated,” Pecora said.

To accommodate its growth, P3 moved five years ago to a larger location, from 195 Middle Road to 235 Middle Road in Henrietta.

“We tripled our floor space,” Cannon said. “We desperately needed the larger warehouse space.”

Cannon, a retired Rochester police captain, joined the company six years ago. He held two posts in between, one in security at St. John Fisher College and the other as an energy auditor at Isaac Heating and Cooling.

“I have a diverse skillset. Frank brought me in to take over all operations so he could focus on sales,” Cannon said. “Things have really taken off with the ecommerce and we’re increasing our visibility, especially on the buyback side.”

The exposure opens opportunities to increase sales, he said.

Cisco is the manufacturer whose products the company carries the most.

“About 90 percent of our product line is Cisco. (Much) of our customer base uses Cisco, so that’s our focus,” Cannon said. “All the products we have are from top-tier network providers.”

Pecora said he is happy with the direction the company is taking and does not see any major changes in strategy for the foreseeable future.

“We have such a great thing going on,” he said. “Our thing is to just keep growing it.”

The Rochester Chamber Top 100 program is presented by the Greater Rochester Chamber of Commerce and KPMG LLP. Launched in 1987, it recognizes the fastest-growing private companies in Greater Rochester. The 2016 Rochester Top 100 event will be held Nov. 3. For more information, go to greaterrochesterchamber.com.

P3 Systems Inc.
Reseller of networking and data center infrastructure
Year Founded: 2007
Top executive: Frank Pecora III, CEO
Current employment: 9
2015 ranking: 39
Headquarters: Henrietta
Website: p3online.com

10/7/2016 (c) 2016 Rochester Business Journal. To obtain permission to reprint this article, call 585-546-8303 or email service@rbj.net.


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