It's not all about me. But it kind of is.
As you've read through Start Up Part I and Part II, I've laid out a framework of key questions to ask as one takes a business from a local business to a potentially global one. These are only examples of the questions I asked as I went about starting my own apparel business, the Ozone Paddling Company, building performance and lifestyle product for paddlers of the world, among them disciplines of dragon boating and outrigger canoeing. I can speak to this because the paddling community here in Portland and across the country touches me nearly every day. Also, though, as my career taught me, to create product that spoke directly to the consumer. It's not just about business, though, but it's what I LIKE to do. It allows me to be creative, to strategize, to plan, to learn.
Along with the questions about the international market, it was vital to ask questions about the immediate one: the Unites States.
I had to learn about the apparel creation process. In my career, I was very footwear focused, but I was also part of a machine that had an expansive infrastructure in place. I didn't need to know how a t-shirt was made. I just had to provide a business case and a direction and POOF! - someone made it! Then, tees I briefed could sell up to 10,000 units per design. Now, I'm hoping to hit one hundred -- that's how niche this category is. It emphasizes, in my mind, though, the importance of branding and image.
What do i expect? I expect growth. At what rate? Hard to say. I believe that this will be better measured after the initial launch (which is taking place this week) I know the estimated market size figures. I know the size of my immediate reach. One thing i can not quantify is that secondary group: my friends who have shown undying support for me and my endeavor and who have promised to forward anything they receive to everyone they know.
What have I learned so far? That people like my both my idea of working with this group, but also my t-shirt designs. Once I finalize my supply chain, I expect my performance apparel to be equally impressive. I have insight into the sport that no other major brand has addressed. This, and I listen to my friends and my team mates, both from my club's Premier Mixed team, Wasabi Burn, to the 2010 US National team, what they like, don't like, want, etc.
What have been some challenges? Planning too long. I always knew what I wanted to do and had a vision of how to do it. But the planning process can suck you in until it's perfect. And in actuality, the circumstances will never be as perfect as they are in your mind. Sometimes it's time to jump off the cliff.
The thing that pushed me in this case was that I had reserved my Facebook page very early on in the process (as well as Twitter), just to have it when needed, but I hadn't done anything with it yet. Well, one day in early January, I noticed that a couple friends had already 'liked' the page. I was shocked! I didn't think it was visible! But it clearly was. So, within 24 hours, I built it, put up product shots and added the commerce tab, and off it went! Within the ensuing 4 days, over 30 people had 'liked' the site, and i had over 1,000 site hits, with an estimated 200 separate visits. A pretty good start, if I do say so myself.
As the Ozone Paddling brand officially launches this week, during Chinese Lunar New Year of the Rabbit, I am excited, but I am also particularly aware that I am lucky that I am able to continue to do something that I love to do. I like being part of the global paddling community. And anyone who reads this and hasn't been out on the water in some form or another, please write me. It will change your life forever. Maybe that's why I do this. Why I love it.
