17 September 2007
Starting an Outdoor Company: What I Wish I’d Known Then
Posted by Darrell under: Guest Writer Series .
What I Wish I’d Known Then
by Kristine Shreve
Gun Safety Innovations, the company for which I am Marketing Director, is approaching its second birthday. I could probably write several posts about what I’ve learned since this business began, and maybe someday I will. Today, however, I wanted to discuss the four things that I think it is vital everyone should know before they start an outdoor business. None of these tips are new, or revolutionary, they are just things that I think people often overlook.
I want to make it clear that I didn’t start Gun Safety Innovations, nor do I own the company. I did, however, sign on when GSI was still just a fledgling, and have played a large part in shaping the company into what it is today. In the process I’ve learned quite a bit about what it takes to start a company and to keep one going. The following are four of the biggest lessons I’ve learned.
Lesson 1: You can never do too much market research. Even if you think your product is the greatest thing since sliced bread, and that every person who loves the outdoors will have to have one, you should research your market before you release the product. Research will help you determine how and where to advertise. It will help you make accurate profit and sales forecasts. It may even tell you that your “greatest ever” product is only great in your eyes. While you might not always get the answers you want, it’s better to pinpoint potential problems before you sink a lot of money into your product and business. Market research will help you do that.
Lesson 2: For many outdoorspersons it’s truth, not flash, that matters. People who hunt and fish aren’t, as a group, generally wowed by flashy advertising and extravagant promises. They tend to give their loyalty to companies that they know and trust. The recommendations of friends, family and sportspersons they respect and admire often count for more than flashy ad campaigns or celebrity spokespersons. The quickest way to turn off the outdoor community is to be dishonest or fake. The best way to win over customers is to make sure you always stick to your company message, and that you deal with your customers openly and honestly. They’ll know if you don’t, and your company will pay for it.
Lesson 3: Your contacts can make or break you. The old saying “It isn’t what you know, it’s who you know”, could have been tailored for the outdoor marketplace. From the day you even think about starting an outdoor business, you have to make forming contacts a top priority. Buy all the publications that relate to your market niche and contact the editors and columnists. Search for blogs that speak to your company’s customers and contact the writers. Leave substantive comments on those blogs, not just comments that push your product. Make sure part of your budget includes sending out samples, and get those samples into the hands of people who can influence your customers. If you’ve done your market research (see Tip 1) you’ll know who those people are.
Lesson 4: Real life business isn’t like the commercials. Everyone wants to put a web site up or introduce a new product and sell a million units the first day. In real life that’s almost never what really happens. Starting a business is a long process and, no matter how long you may think it will take to become successful, it will probably take 30% longer than that. If you’re looking for a quick fix or a fast buck, starting an outdoor business probably isn’t the right fit for you. Starting a business isn’t for those who are easily discouraged. It takes determination, drive, and a belief that you can succeed. If you have those things, and are ready to stick it out for the long haul, it’s likely your business will be a success in the end.
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Kristine Shreve is the Marketing Director for Gun Safety Innovations LLC. You can read more from her on the Hunt Smart Think Safety blog. For her diligence in preparing this article, Kristine has been awarded an Alpha Coffee Mug from the AlphaTrilogy Swag Shop. Thanks Kristine!
13 Comments so far...
Arthur Says:
17 September 2007 at 9:02 am.
All very good suggestions. I have to say that, from what I have seen about the outdoors community, that Kristine is right on.
Kristine Shreve Says:
17 September 2007 at 10:56 am.
I have to say my coffee mug is very nice. I was going to take a picture and post it on the GSI blog to see if I could make Matt jealous, but I figured that wouldn’t be very nice.
Jensen Says:
17 September 2007 at 3:06 pm.
I really liked your comments about market research. Too many people don’t do the legwork to find out where or even if they have a place in the market.
deerPhD Says:
17 September 2007 at 8:19 pm.
Great job on this article Kristine. Darrell, I think you got one heck of an article for that mug! Good stuff…
Kristine Shreve Says:
18 September 2007 at 4:15 pm.
Thanks for the praise guys. I wish I could say all the lessons I listed in the post were easily learned, but I guess it isn’t how easily I learned them, it’s that I learned them at all.
Jackson Hill Says:
12 August 2010 at 11:19 am.
our local shop is giving away some free coffe mugs that are also of high quality,*”"
Sophie Sanders Says:
1 October 2010 at 1:56 am.
i always use Ceramic Coffee mugs because they are quite tough, i dropped them on the floor without breaking`;*
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