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 eighth story in the monthly series.

When George Pocisk says Everthere, he means it.

Be it camouflage for hunters, Ducks Unlimited logos for the conservationists or college football emblems for the sports fans, the Martinez-based startup company is expanding its product line to appeal to a greater array of customers.

"You'll be able to take it camping Friday, to the University of Georgia game Saturday and to a Falcons game Sunday," said Mr. Pocisk, the director of sales and marketing for Everthere Carriers LLC.

Although the black, silver and red models are still in demand, creating new motifs for the company's hitch-mounted cargo carriers is a critical part of beating competition.

"Aluminum costs continue to go up, and we're not the cheapest carrier out there," said company President Steve Threet. "So we have to make sure people see the value in our product."

Everthere has secured a licensing agreement with Columbus, Ga.-based Jordan Outdoor Enterprises Ltd., the company that designs and sells the Realtree camouflage patterns often seen on shotguns, all-terrain vehicles and clothing.

Different decorations on the carrier and its accessories make the product more appealing to different types of buyers, Mr. Threet said.

"The black carrier is popular; it goes well with everything. But the licensing is great for hunters and sports fans," he said.

The Realtree camouflage carriers have led to interest from Ducks Unlimited, a nonprofit conservation organization that licenses its duck-head logo for a slew of outdoor products.

The carrier's versatility and uniqueness also attracted the Memphis, Tenn.-based organization.

"They have enough differentiation with existing products to be successful," said Jim Alexander, the senior licensing manager of Ducks Unlimited.

The royalties from licensed products help the group raise funds for wetlands conservation efforts.

Everthere also is finalizing a deal with Atlanta-based Collegiate Licensing Co. to make college football banners that will be fastened over the cargo carrier and bag.

The feature likely will attract road-trippers headed to football games this fall.

"What we want to do is sell the carriers, this is what this is all about," Mr. Pocisk said.

Company officials are planning to sell special packages, such as a carrier, cargo bag, banner and car flags for $459. They're also working on getting permission for National Football League licensing.

"One of the things that is important is to add utility for the carriers and bags, and I think this does that. It gives the buyers one more thing to do with it," Mr. Pocisk said.

The banners are a perfect fit, said Jay McLaughlin, the vice president of the Florence, S.C.-based Academy Awards Inc., which will manufacture the banners.

"I don't think the college logo is going to sell the product; I think the product is good enough to sell itself, and the college logos are an added bonus," said Mr. McLaughlin, whose company produces more than 1 million car flags per year.

Adding well-known licensed images to a lesser-known product often can work wonders for sales, said Charles Riotto, the president of the New York-based Licensing Industry Merchandisers' Association.

"What you're doing is basically acquiring instant recognition through licensing, and you're also leveraging the good will that's built up," he said.

That means that although an avid hunter might not have seen the Everthere carrier or built trust in it, chances are he's much more familiar with Realtree camouflage - which might spur him to buy the carrier.

Other perks of licensing often include marketing from the licensing company.

Realtree, for instance, makes money off every Realtree-emblazoned product that is sold, so the company tries its best to make sure its licensed products get publicity.

The company has an extensive Web site with detailed product listings and even has a hunting show on ESPN2 that often includes its products.

With the extra publicity, however, comes a few challenges since Everthere could be overwhelmed with orders if a carrier is shown on the Web site or on national television.

"We have to make sure we have the right inventory and the right manufacturing capacity to fill the pipeline," Mr. Threet said.

The company also must have the capital necessary to pay for licensing and production of the fancier product lines, he said.

As sales increase and new niches are filled by decorated carriers, Everthere will build its brand image and continue to land big retailing contracts.

During the past month, the company landed a deal with Tractor Supply Co., an outdoor utility retailer with about 545 stores in 34 states. It's one of Everthere's biggest deals yet, but an even bigger contract is in the works, which company officials might disclose next month.

"I honestly feel like we've done a good job for where we are. How many companies are working with Ducks Unlimited, Realtree or Tractor Supply and are as young as we are," Mr. Threet said.

The company has brought on another partner - Martinez businessman Mike Tomberlin, the chief executive officer of the Tomberlin Business Group.

"We would not have even remotely considered investing if we didn't think their future was extremely bright," said Mr. Tomberlin, whose company's holdings include venture capital investments, Polaris America dealerships, and a high-end go-kart company.

During the next few months the company expects to finish work on a special carrier for medical scooters and will prepare for a major trade show in November.

Reach Adrian Burns at (706) 823-3352 or adrian.burns@augustachronicle.com.

Everthere Carriers

Location: Martinez

Started: Company officially was formed in August 2003; was conceptualized in late 2002.

Its product: A lightweight aluminum carrier that plugs into a trailer hitch and folds out to provide a cargo platform

Company line: At 26 pounds, the carrier is much lighter than those of its competitors. It also folds up and is easily carried and stowed away, something that's not offered by other companies.Cost: About $250 (price varies)

Licensing at a glance

- Licensing is an agreement from one company to another giving permission for the use of an idea, logo, decoration or product. A royalty fee usually is paid in exchange for the license.
- In 2004, the licensing business generated about $105.2 billion in retail sales, or $15 million an hour.
- For every licensed item sold, an average of about 10 percent of the wholesale price goes back to the licensor in the form of a royalty. This includes popular items such as sports hats and clothing.
- Modern licensing became popular during the 1930s with the use of Disney logos and characters. Little Orphan Annie, Jack Armstrong and Bugs Bunny soon followed.
Source: Licensing Industry Merchandisers' Association

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