Steve Holmes, Founder of Springfree Trampoline and Goba Sports Group, shares valuable insights for early-stage entrepreneurs tackling unique challenges. He offers guidance on navigating tariffs for manufacturers and emphasizes the importance of identifying core customer segments. Discussions range from creating inclusive activewear to developing year-round strategies for seasonal products like bug repellant. Additionally, Holmes highlights the journey of a Caribbean-inspired chocolate brand, showcasing innovative marketing strategies and the impact of personal resilience in entrepreneurship.
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question_answer ANECDOTE
Founding Vea Apparel Story
Ikechukwu founded Vea Apparel inspired by a talk from Under Armour's Kevin Plank.
He aims to authentically represent African-American athletes with activewear blending fitness and fashion.
volunteer_activism ADVICE
Use Brand Values to Expand
Focus on brand values like resilience, strength, and empowerment to connect broadly.
Use powerful imagery that transcends race and appeal to customers by emphasizing shared values.
volunteer_activism ADVICE
Know Your Customer Segments
Identify clear customer segments and ask if you need channels or direct relationships for each.
Build relationships that align closely with each segment's preferences and habits.
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In 'Beyond the Core', Chris Zook presents a strategy for growth by leveraging adjacency moves—expanding into areas related to the core business, such as new product lines or distribution channels. This approach is less risky than diversification and can create significant competitive advantages by building on existing strengths. The book is based on extensive research and interviews with CEOs of successful companies.
Springfree Trampoline founder Steve Holmes joins Guy on the Advice Line, where they answer questions from three early-stage entrepreneurs. Plus, Steve’s tariff navigation guidance for businesses manufacturing products outside of the U.S.
First we meet Ikechukwu in Maryland, who’s trying to lean into a core demographic without alienating customers from his activewear brand. Then Cody in Nevada, who’s building a year-round advertising strategy for a largely seasonal product: DEET-free bug repellant. And Kenesha in Ontario, who’s looking to maintain the momentum of a viral moment for her Caribbean-inspired chocolate.
Thank you to the founders of Veii Apparel, Grand Tongo, and One More Cocoa for being a part of our show.
If you’d like to be featured on a future Advice Line episode, leave us a one-minute message that tells us about your business and a specific question you’d like answered. Send a voice memo to hibt@id.wondery.com or call 1-800-433-1298.
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