Success Makers Newsletter

Issue 1

Welcome to the first issue of the Success Makers Newsletter. With each newsletter, we hope to keep you up-to-date with the happenings of our company and with the web, provide you with helpful information, and include interviews with some of our successful customers.

New Web Site
We have completed a new web site recently of which we are particularly proud for the Compton Unified School District (http://www.compton.k12.ca.us/), which features a dynamic "Flash" introduction. The CUSD has recently rededicated itself to getting back to the basics of education (reading, writing and arithmetic) while, at the same time, putting themselves squarely in the 21st Century with a new web site. We were very happy to have been a part of that vision and found it a pleasure to work with the people there.

 

Interview with Kris Calef of C&H Clubs

Kris Calef is the owner-operator of C&H Clubs, a company based in Laguna Hills, California. Mr. Calef owns a number of web site properties that have become very well-established on the Internet. We thought we'd interview him, one of our oldest and most successful customers, to get his thoughts on what it takes to maintain a successful online business.

SM: How long have you been in business?

Kris: My ex-partner Greg Hall and I started our business in July of 1994. Greg was pretty instrumental in getting the business put on the web, and, by 1995, we had a functioning site up.

SM: You started with the concept of selling memberships to a beer of the month club where, for a monthly membership fee, people can sample beers from microbreweries across the country. What prompted you to get into this particular line?

Kris: I used to work for IBM and did the whole corporate thing for a few years. I took some time off and traveled for 18 months, and, when I came back, I just couldn't get excited about being in corporate America anymore. I decided I liked the whole entrepreneurial idea and started searching for what was out there that I might be able to turn into something profitable and fun. I read every business publication available from the previous 12 months, searched the web for ideas on creative business concepts, and studied a couple of books identifying major trends to play off of when considering a new business. The beer club concept seemed to hit strong on 8 out of 10 major trends. Greg and I both like beer; there were a few clubs that had made a successful run at it, already, so we decided to jump in! The club went fairly well and by 1997, we were able to expand into two other types of clubs.

SM: How has having a web site helped your business?

Kris: Well, at first, we weren't exactly setting the world on fire with what we had. We were getting some orders off the site, but nothing close to the business our sites are driving now. One of the main problems was the site itself; several different designers had worked on it over the years, none of whom had similar design tastes. There was no consistency to the design, and it was somewhat confusing to navigate. Most of the time, it seemed that the people who did find us on the web would call us up for more information or to order because they couldn't figure out how to do it on the site. By the time Success Makers came along, the site was a bit of a mess. However, they did a great job of sorting it out, making it easier to navigate, keeping it consistent from page to page, and basically giving it a complete overhaul.

Success Makers’ search engine marketer is exceptionally talented at what he does, and we currently enjoy fantastic rankings in just about all of the major engines. I’d liken him to E.F. Hutton--when he talks, I listen! He hasn't steered me wrong, yet.

I took a chance and had Success Makers build me a wine site, as well, which they were able to do on very short notice. That was back in December 1998. Our net sales the previous holiday season accounted for about 10% of our revenues. In 1998, they drove 75% of our business. And we continued to grow our activity this year in 2000 when the majority of holiday retail businesses were down 12%. Suffice it to say, I’m pleased!

A web site is a highly cost-effective way to do mass marketing. It's definitely a low-cost way to drive in business. I don't think it’s going to necessarily work for everyone with respect to building revenues, but there are quite a number of reasons that you might want to offer your customers and prospective customers access to a web site.

It's particularly effective if people are looking for your product but don't know the name of your company because they can find you on the search engines, assuming you have any presence in the search engines, which SM can certainly assist you with.

Your site can also cut on labor costs, as it can answer many of the most common questions your customers have about your product without them having to pick up the phone and call you. Often, a customer has been presold on one of our sites before they call to place an order, which saves time in having to sell them on the phone. Most customers order right off the site these days, but even those that prefer to call rarely have any questions and just get right down to ordering. Bottom line? Less bodies to cover the phones.

SM: Why did you get a web site in the first place?

Kris: Back in the mid-90s, everyone was talking about the web. It was the "wave of the future." We checked out the demographics of our consumers, and they were a very close fit to those using the Internet. I’d have to say it was really Greg who pushed us to get on the web. And, in retrospect, I'm very glad he did.

SM: What made you decide to go with Success Makers as a web design company?

Kris: I liked the idea of supporting a startup company. Success Makers was new and hungry when I met them, and they were willing to work with me on how we structured the payment of their services. I was also impressed with the fact that they suggested I not pay them the balance of the design costs until it was obvious that the site was driving in business. They were willing to put some skin in the game. The site paid for itself in less than a month.

SM: How has your ongoing relationship with Success Makers been?

Kris: It's been great! I like the fact that I still have very open communication with each of them. I can talk to them personally to find out what's going on. We discuss new directions to take the sites and possible additions and/or modifications on a regular basis. In fact, it was a Success Makers marketer who brought the potential of a flower club to my attention. He shared the benefit of his research with me, which was cool. My conversations with him helped me decide which direction to take when expanding the business.

SM: Do you rely solely on the Internet for your business?

Kris: I'd say at least 80%, which is high. The other 20% is a mixture of more traditional forms of promotion and marketing.

SM: As a successful entrepreneur, what advice would you give people who are thinking of going into business on the web?

Kris: Talk with a reputable web designer about what chance your product stands on the web. Get an expert opinion, and LISTEN! Don’t get caught up in your preconceived notions of what will work and what won’t. Be prepared to modify your business plan or to scrap it altogether. Ask for verification of claims made and take the time to talk to references when you’re considering a new vendor relationship. The people at Success Makers have always been straight with me, and, if they thought something was a bad idea, they told me, even though it meant I wouldn't be spending money in their direction. Look for a company that shares a real interest in your business succeeding, and you’re off to a great start.

Success Makers Web Site Design Company