It took me years to get my board shaping company off the ground and to a point where I could move operations from out of my garage and I started to turn a profit. Today I wanted to share some tips I learned along the way.
If you think having a great surf board is enough to be competitive in this global economy then you are in for quite a surprise, it takes a greater effort than simply having a surf board you need to create a brand that has longevity (even titans can fall) which sounds easier than what it truly is so without further delay let’s start looking at how to create a brand in the surf board niche.
It starts with an image, people associate are brand conscious and if you can create a brand that resonates with your target audience then you are going to be successful especially in the surfing niche. How many people actually become successful surfers (successful meaning they earn a living from it and don’t do it for love of the sport ?) The number is very small but these professional surfers are who your prospective customers want to emulate so you must study these professional surfers and pick the one that appeals the most to the people who will be purchasing your surf boards. Pricing is always a pain point when trying to select the right demographic so you might consider doing some market research before you make a decision on which segment of the surfing community you want to target.
While some people will claim that online advertising is enough that is not entirely accurate. Some of the best surf companies started in a small town or city with nothing but a store and an open for business sign out front. The reason you need to use signage is a segment of the surfing community does not go online and if you are only marketing yourself online then you are missing out on an opportunity but something to take into consideration is that some surfers do not respect firms that are “posers” or “sellouts” because you are not promoting the sport but just trying to make a buck. If you use the right signage and branding then you can avoid that stigma of being just another merchant looking to peddle your wares.
These decisions cannot be made without taking your time to plan things out. If you are not proactive then you will not be able to create an enduring brand and your surf board company will not be able to compete. Once you have performed your case study and established a business case for your surfboard company you can move forward and start it. Just remember that the surfing community is always in a state of flux. What was cool and en vogue today will be old and boring tomorrow so you must be willing to develop a brand that is constantly evolving, you must be willing to invest time and resources to grow with the needs of the market. By incorporating online marketing, advertising and signage you should be able to carve out enough market share to generate a profit.