Geneva business owner means business

Published 9:27 am Wednesday, October 14, 2015

What’s your story? by Abby Murray

To one entrepreneur and third-generation business co-owner, the complexity of a business 65-plus years in the making is all about simplicity.

“When it comes down to a strategic business plan, it’s just not that complicated,” explained Dak Sorenson, co-owner of Sorenson’s Appliance & TV (Sorenson’s). “Our business plan lies on two core principles: 1) Treat your employees fair and 2) treat your customers fair. If we can be successful with those two aspects of our operation, I’m confident we can work out the other details of running a business and continue to grow.”

Abby Murray

Abby Murray

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Those two simple principles seem to be working well for this small-town shop. The growth of the company is at an all-time high since Dak became part-owner in 2006. Sales in 2015 are up 15 percent from last year — their biggest sales year ever. Even more impressive, Sorenson’s is ranked seventh in the nation for Whirpool sales within an independently owned store. Yet, amidst the success Dak has seen in his years with the company, he takes little credit for the growth.

“My team is essential to our success. Without their work, dedication and caring for our customers, I wouldn’t have the career I have,” he recognizes.

Along with the challenges faced in a family-owned setting, this simple-minded approach to a tremendously successful, longstanding business is what Dak will be sharing with the ALEAP mentorship and networking event this month.

The event will take place at 6 p.m. Thursday at The Marketing Plant, 137 S. Broadway. It will run for approximately an hour, and a networking session will proceed from 7 to 8 p.m. Guests are welcome to come for half or the entire duration of the ALEAP event.


Abby Murray is co-founder of The Marketing Plant.