Andrew Park and me on the grind.
I’ve been working on a startup in the surf industry for almost three years now. I’ll be honest; it’s tough. I’ve been through a lot with the Carapace team. I’m tired, I’m happy, I’m exhausted, I’m stoked; it’s a vicious cycle. But you know what? It’s been an absolute blast, and I wouldn’t have it any other way. After all, we are making an incredible product that my partners, our customers, and I are extremely psyched and passionate about. I’ve learned a hell of a lot throughout this wild trip. And just like the great Rod Stewart always says: “I wish that I knew what I know now.” There are a few things I learned over the years that had I known back then, would’ve been a complete game changer. Here are three tips in starting a company in the surf industry.
1. Appreciate the industry and take it personally.
I’ve learned that we belong to a very special industry. It’s a unique industry whose soul is deeply rooted in the purer things in life. Although people complain that surfing has “sold out,” I continue to see the good and interact with the creators and influencers of tomorrow—whether it’s in media, product, or services. Fortunately, we are seeing a reemergence of brands that have a fiery soul and passion for their craft and the sport, and the people supporting these companies are amazing individuals. So you must ask yourself the most important question of all in getting into any industry: Is this something you truly love? Like any type of success in this world, it’s only achievable if you put forth your entire heart and soul.
Before wetsuits, I was brokering auto parts and I didn’t connect with the product. Now, I work with something that I’m extremely connected to and use everyday. The smell of fresh rubber is like my cup of coffee. It wakes me up every day. It energizes and inspires me to grow and improve. Without a deep connection to your product, your business doesn’t have a soul. Business should be an extension of us and it’s absolutely necessary to live and breathe your product and to take it personally.
2. Pay attention to new technologies.
There’s a lot going on in the world of technology that can be utilized in our industry. For example, for those who don’t have thousands of dollars just lying around, crowd funding is great way to get your business started. How significant is it? Well, there has been $1.7 billion pledged to 83,346 projects on the Kickstarter platform as of today. Ironically enough, more and more people are on the platform (and others, like Indiegogo) are water enthusiasts.
The roots of crowd funding communities were founded on supporting small artists and creators. I believe this ethos aligns strongly with purist watermen. By supporting these companies you are supporting and shaping your own community by choosing which companies to back.
3. Ask for help.
I’ve learned a great deal about business simply by knocking on a few doors and talking with other business owners. These are the CEOs and founders of big companies, and believe it or not, they’re accessible. It’s amazing how much people are willing to help in our industry. You just have to reach out. I think people are openly willing to help others because at one point they, too, started not knowing much. And they’ll never forget the early days when they were coached or given help. Perhaps it’s their way of giving back.
On that note, if you have questions or comments feel free to email Alex at alex@carapacewetsuits.com.
