Inspiring Stories from Small Business Owners

Small Business Week celebrates this spirit of growth and entrepreneurship. Ben Franklin was our best-known early entrepreneur because he knew how to commercialize his ingenuity first as a printer and then as a newspaperman.?

Many people don’t realize how much risk there is when you decide to strike out on your own: that day you walk away from a guaranteed paycheck, getting a loan from the bank, your first sale to a stranger, hiring your first employee, the sweat from trying to make payroll. And all while keeping a positive face for the business.?

With two podcasts, a popular blog, and my work as a business consultant, I’ve gathered these three stories to share of entrepreneurs who embody small businesses' strength, grit, and optimism.

To improve your Retail Management, read their stories below.?

Deanna Wallin, Founder & CEO of Naples Soap Company

Deanna Wallin ’s emotional journey through significant personal and professional challenges highlights her resilience, leadership, and deep commitment to her business and community. She shared several stories throughout this podcast.?

Starting Out: Deanna was a nurse and later worked in medical sales, which she found to be cutthroat. Post-divorce and approaching 40, she felt out of place as a female in her field.

Transition to Retail: A friend suggested she open a store next to hers in a tourist area. Another friend pointed out her large collection of soaps and lotions at home, which led to the idea of selling natural soaps due to her and her daughter's struggles with skin conditions like eczema and psoriasis.

Early Success: She began in a 300-square-foot space, quickly expanded due to demand, and established trust with customers by leveraging her nursing background to discuss skincare, which led to the business's rapid growth.

Hurricane Impact and Response: Deanna described her experience during a major hurricane that hit on her birthday. She watched as the storm caused extensive damage, describing it as “sitting down at her dinner table and refusing to leave.”

Immediate Aftermath: She found her warehouse roof in the parking lot, significantly impacting her operations. Deanna was deeply involved in the recovery, ensuring her team was safe and cared for, which included relocating operations, salvaging what they could, and managing customer service amidst chaos.

Recovery and Reopening: Despite the extensive damage, Deanna and her team managed to reopen three stores within 67 days post-hurricane, showing resilience and a strong commitment to her community and business. Just as they were recovering, a drunk driver crashed through one of their newly repaired buildings on Black Friday,?

Reflections on Retail and Community Support: Deanna emphasizes the importance of being there for her staff and community, comparing disaster support to putting on an oxygen mask before helping others.

Customer Support: She appreciated the community's response, as people supported her business by placing orders and sending notes of encouragement, which helped them to keep going.

?

Billy Eklund, Owner of Eklund’s Farm Machinery, Stamford, NY

Billy's story captures the emotional journey of revitalizing a family business, the challenges of change, and the gratification of seeing those efforts appreciated by customers, leading to immediate business success.

Billy Eklund's story revolves around the transformative journey of Eklund Farms, especially the changes made to their farm machinery store, with my guidance.?

Initial State: Billy's grandfather started the store in 1950. Initially, it was cluttered, resembling a warehouse with parts and shelves that made navigation difficult for customers.

Transformation Goal: The goal was to make the store more welcoming and organized so that customers would be impressed and find everything they needed easily.

Consultation and Implementation. We drew up plans for improvements. This collaboration led to significant changes in the layout and presentation of products.

Immediate Impact: After rearranging the store, particularly the front, where new tractors and UTVs were displayed differently, products began selling immediately. This change was so effective that customers thought the products were new additions.

Extended Efforts and Team Involvement: The transformation required long nights, with staff staying until 9 or 10 p.m. Billy highlights his team's dedication, which pushed hard to implement the new changes.

Customer Reaction: After the makeover, customers were surprised and thought they were in the wrong building due to the dramatic improvements. The new store layout led to a better shopping experience, and they doubled their sales within a year.

Heidi Owen West, Founder of Lifestyles of Saratoga, Saratoga, NY

Heidi West 's story paints a picture of a dedicated, innovative, and resilient business owner who has navigated the ups and downs of the retail industry while maintaining a strong connection with her community and staying true to her ethical values.

Heidi shared several stories on my podcast, reflecting on her journey and insights into the retail industry. Here are the key stories and moments she shared:

Background and Early Influences: Heidi's first job was at the Saratoga Performing Arts Center, where she worked in retail tents at a young age, handling transactions without any aids like calculators or registers. This experience taught her fundamental retail skills and fostered her love for the industry.

Passion for Fashion: From a young age, Heidi was intrigued by how clothes could alter perceptions and identities, shaping how people are treated and react in social settings.

Career Progression and Business Growth: Heidi attended the Fashion Institute of Technology in New York City, further solidifying her desire to pursue a career in fashion and retail.

Expansion of Business: Over 30 years, Heidi successfully expanded her business, opening two additional brands near her original store, Lifestyles of Saratoga in Saratoga Springs.

Philosophy and Business Approach: Heidi emphasizes the importance of understanding and listening to customers, which guides her purchasing decisions and store offerings.

Sustainable Fashion: She is committed to sustainability in fashion, choosing to partner with brands like Eileen Fisher that align with her values regarding environmentally responsible practices.

Navigating Vendor Relationships: Heidi discussed the complexities of maintaining beneficial relationships with vendors, especially in the face of challenges like direct selling by vendors, which can undermine retail partnerships.

Resilience and Adaptation: Heidi illustrates her strategies for adapting to the changing retail landscape, focusing on community engagement and digital presence.

In Sum

Small businesses worldwide bring hope to those who leave their day jobs to follow a dream. Those same business owners provide jobs, training, and hope to those who work with them and, in turn, those who shop with them.

This is an excerpt from a much longer piece on my blog, which you can read here