Editor's Note: Building a Business is a yearlong series in which The Augusta Chronicle follows the progress of a local startup company, Everthere Carriers LLC, as it attempts to take its fledgling product to a national market. The following is the second story in the monthly series. To see the first story, click here.
If the past several weeks are any indication of what the rest of 2005 will be like, Everthere Carriers is going to have a busy year.
So far this year, sales of the company's vehicle cargo carriers have beaten expectations, and the past several weeks have been rife with new opportunities for the Martinez-based startup company.
Agreements are in the works with major retailers, accessories are being made and a full-bore marketing effort is in the works.
Spreading the word on the carriers is a pivotal step in making the company successful.
"You can have the greatest idea in the world, but if it's not marketed then it doesn't matter," said Steve Threet, the company's president.
One marketing tool is industry-related events and trade shows, which the Everthere partners hope to regularly take part in.
In late January, Mr. Threet and his associates displayed their folding cargo carrier, which they say is one of a kind, at the Augusta Futurity cutting-horse show.
The display was a hit.
"We felt like we made some really good contacts. We got a very favorable response," he said.
Some Texans in the rodeo industry expressed interest in becoming distributors and in buying a few hundred of the carriers to market at other equestrian events.
"We expect to hear something more firm, hopefully in late February or early March," Mr. Threet said.
The company's first public showing during the nine-day event gave it a few ideas about how to improve its presentation next time.
Mr. Threet or his associates often would set up early in the morning and stay until 11 p.m., but they began to realize that there were long periods of time when the showroom wasn't busy.
"One of the biggest things for an event as long as Futurity is understanding how things happen and to work out a better schedule," he said.
Mr. Threet held a critique with his staff after the event - part of a weekly meeting the company officials hold - to discuss how things are going.
The Futurity show, however, was so successful that Mr. Threet and his partners are attending the Ducks Unlimited trade show this weekend in Charleston, S.C.
"This is something we're going to start doing on a regular basis. It's a lot of work, but it pays for itself," Mr. Threet said.
The company also furthered the appeal of its carriers this month by securing a licensing agreement with the Columbus, Ga.-based Jordon Outdoor Enterprises Ltd., the designers of the Realtree camouflage pattern popular among hunters and outdoorsmen.
"They were very excited about our product," Mr. Threet said, adding that carriers with Realtree patterns on them will be produced soon.
Obtaining an agreement with Realtree helped the Everthere partners learn more about the licensing process.
Mr. Threet said he'd like to obtain agreements that would allow him to produce carriers adorned with sports team colors and logos.
Expanding the product's appeal through color schemes and accessories has been a priority for Everthere.
"It's one thing to offer one product, and it's another thing to offer a series of products," Mr. Threet said. "When you travel, you can't do a whole lot with just a carrier; you need straps, and bags. Eventually we'd even want a hardshell with wheels for the carrier."
The company has contracted with T&G Apparel Inc. in Jeffer-son County, Ga., to produce a fabric cover for the carrier to protect its cargo from the elements.
"So many times, you need to carry things and you don't want to get wet or don't want it to get soiled," T&G principal Tom Lampp said.
Mr. Lampp said he closed the company six months ago because Chinese competitors had lured away much of his business. He believes, though, that the Everthere product will be a boon to business when it is offered for public sale in a few weeks.
"We're very pleased with the relationship," Mr. Lampp said. "It's a very good thing, especially for this area, which is very depressed."
Mr. Threet and his partners are working on even more complex modifications to their carrier, including a lift system for medical scooters that could lower the carrier to the ground and then raise it back up to bumper level. That should be ready in three weeks, he said.
"It's very original and unique," Mr. Threet said.
Although there are many accessories in the works, Everthere is still selling only the basic model. New retailers sign on every week, however.
The Everthere Carrier made its debut last week in the catalog produced by Quadratec, a company catering to Jeep owners.
"We're listed as one of the new and hot items. It's wild," Mr. Threet said.
There's a large market for cargo carriers that lock into a vehicle's hitch, said Dave Bowes, Quadratec's merchandising director.
"The nice thing about the Everthere Carrier is that theirs folds up," Mr. Bowes said, "it's compact and lightweight and just as big as all the other carriers that weigh three to four times as much."
Mr. Threet said he's excited that the carrier has been in the Sportsman's Guide catalog for a few weeks, generating five to six orders a week.
Everthere's partners are continuing to move deals forward with major retailers that, if successful, could boost the company's orders significantly. But the success so far has hardly been easy.
"This whole thing is a lot of work," Mr. Threet said. "I can tell you that just about every night this week I've been working until 10:30 p.m. on some aspect of it."
Though moving forward hardly gets any simpler from week to week, the experience the partners are gaining helps them in many ways.
"I don't know that this gets any easier, but I think we know what to expect, and that makes a big difference," Mr. Threet said.
Priorities for the next month will be to continue building the customer base, furthering the development of accessories and preparing for the major clients that could be coming.
"We have to support them and make sure we get off to a good start with them," Mr. Threet said.
Reach Adrian Burns at (706) 823-3352 or adrian.burns@augustachronicle.com.
Building a Business
Building a Business is a new, yearlong series in which The Augusta Chronicle follows the progress of a local start-up company, Everthere Carriers LLC, as it attempts to take its fledgling product to a national market. The following is the first story. Updates will be made monthly.
• Series will follow company's journey
• Area men get education in business as they mass-produce novel carrier
• Go to manufacturers, designers with ideas
• Trade show marketing is success for local business
• Patent process is easier with help
• As sales grow, Everthere is turning into full-time job
• Product's success is dependent on testing
• Local business picks up by latching onto Internet
• Company revamps Web site to draw business
• Everthere settles into new offices
• Negotiating lease can be challenging
• Family support is important to fulfilling dream
• Work-life balance is one key to success
• Licensing lets buyers tote interest
• Logo-product partnership is beneficial to both sides
• Everthere Carriers staff works together for success
• New hires ease burden of increased workload
• Everthere Carriers takes new product to health exposition
• Preparation is important at trade event
• Firm wrestles with issue of foreign labor
• Cheap overseas work has its drawbacks
• Everthere Carriers bids farewell to productive 2005
• Everthere Carriers has come a long way
• Q&A with Everthere's Steve Threet
