nonbox Insight: Tales From a Micropreneur

nonbox client, Andrew Tremblay, owner of Handsome Smooths and Kroops Goggles, took some time to provide some insights into the life of a serial entrepreneur and detail the ups and downs of growing two distinctly separate brands.

nonbox: You own and operate two brands, why? Kroops

Andrew: I love having variety in my personal and business life. Having two somewhat dissimilar brands (products) gives me this variety. Additionally growing a small brand organically (bootstrapping) is a very long process that can’t be forced. Pushing too hard on a sapling will make it fall over. The same is true of small brands. Having multiple brands allows me to satisfy my impatient nature without putting too much burden on one.

nonbox: From a marketing perspective, what are the key differences between how you go about getting the word out for each brand?

Andrew: When you get right down to it, there really is no difference. Certainly each one has its own brand identity, which requires a different voice but the techniques are the same. Speaking to the customer on a consistent basis, with a consistent message is important for both brands. The use of the web is by far the most important aspect of marketing for both of my brands. I feel a good website with marketing that clearly reflects the brand is vital.

nonbox: A lot of people would love to own a couple of smaller brands and call their own shots, what advice would you give to someone thinking about starting their own brand?

Andrew: Don’t quit your day job until the brand is able to fully able to support you. As I mentioned in the first question it takes a lot of time to grow a brand and it can’t be forced. Once you need to take a salary from the brand it changes the dynamics. Suddenly you’re making decisions based on necessity for money rather than what’s best for the customers and brand.

Consider buying an existing brand. Often the price tag can be much lower than starting from scratch. Existing brands also have the time thing on their side. They’re established and presumably generating cash. You can also see and learn from past mistakes an existing brand has been through. I’ve both started a brand from scratch and purchased one. I searched for 5 years and finally bought Kroop’s Goggles. I plan to buy many more brands in the future.

nonbox: Do you see the current economic climate as a time of opportunity or a time to stay on the sidelines?

Andrew: The current climate is a time for many small brands to take action on things that get lost when times are good. First in order to survive brands need to reevaluate everything and become extremely efficient. It’s a time to cut the fat or the projects, ads, people, marketing, products… that isn’t working. Don’t cut for the sake of cutting but for those things that aren’t giving you a return. It’s also a good time to capitalize on cheaper products and services offered by your vendors.

There are also many hidden opportunities in bad times. Big companies are cutting back on all sorts of small revenue products and services to customers. This opens opportunities for you to jump in and take their place.

nonbox: Both brands depend on their websites to drive business (marketing, sales, customer service, etc.). What can you tell someone just starting out about how to go about developing their website?

Andrew: Before you develop your website you need to develop your brand. You need to have a clear picture of what you want your brand to be and where you want it to go. The website has to be a reflection of that vision. Your website will likely be the first experience most customers will have with your brand so its vital to your message. Your website doesn’t need to be super fancy and full of all sorts of bells and whistles but it does need to look clean and very well designed. You’re better off putting the money into professionally designing 5 perfect pages than doing 50 mediocre pages yourself. Keep it simple, clean and easy to use!

nonbox: You own and operate two brands, why?

nonbox: Your brands are smaller niche brands but have a very "big brand" feel (packaging, voice, imagery, etc.)? How do you weigh which areas to invest in when making decisions for the brands?

Andrew: A lot of this decision is a reflection of who I am. I like nice things that are done right. Sometimes I tend overspend on packaging,… because I want things to look a certain way not because its going to sell more. Those customers who hold my same values will appreciate the time and money I’ve put into something. Those that don’t might not appreciate it. I’m ok with that because I want my brands to be a reflection of me and what I’m like.

If I’m on a budget I generally spend more on things that will be touched, seen by the customer. Packaging, website...those come first and things like letterhead, software, office space come second. I generally make tough brand decisions by asking myself what is best for the customer. Behind the scenes things can be patched and hidden, faked,…. You’d be surprised at how many customers see my fancy packaging, website,.. and assume we’re a huge brand who has a fancy building and lots of employees. The truth is I’m just a tiny brand who uses great marketing and product design to provide a great experience.