Success Story: Setting Yourself Up for Success

Wild Earth Outfitters, a sporting goods and outdoor apparel shop, opened just over a year ago in downtown Kent, Ohio. While it was owner Tim Nightengale’s first solo business venture, he put his 25+ years of experience in the outdoor supply industry to good use and led his shop to a successful first year. Tim talked with us about how effective organization, staying hands-on and good customer service have contributed to the shop’s success. 

When did you open? How many employees do you have?
We opened September 23, 2011. I currently have four employees.

What inspired you to own your own business?
I’ve worked in the outdoor sports industry for 25 years and have always wanted to own my own store.

What do you like most about owning your own business? Anything you dislike?
Our customers are great. Whether they’re outfitting for a trip abroad, gearing up for a backpacking trip or purchasing a great pair of new shoes, it’s a lot of fun helping them find the right products. It’s also not easy, but there is nothing to dislike. 

What have been your keys to success this first year in business?
I have a great staff, and they understand what we are trying to achieve with the store. I’m very hands-on with the business, but at the same time, I love to hear the ideas of other people and my staff. You have to remain open and receptive to new ideas and be flexible with your product mix.

What makes you stand out from the competition and what keeps customers coming back?
We’re friendly! It’s a pretty simple formula that I learned long ago—make a friend out of every customer that comes in the door. People have so many choices today with where they can spend their hard-earned dollars. You have to do an exceptional job to earn that sale from your customers.

What has been your toughest challenge?  
Kent is an emerging market with a tremendous amount of potential, but it takes time to develop. We’ve had a tremendous amount of construction going on around us, and it has made access a little challenging. Fortunately, we’re through the worst, and now we have a beautiful new road and sidewalks and several new businesses opening around us.

What was something unexpected that you didn’t plan for in your first year of business, good or bad?
We had a pretty mild winter and a really hot summer. That and the construction presented some unique challenges. We had to pay very close attention to our inventory and manage our cash flow very carefully. 

Is there anything you would do differently? Or, what’s the one thing you’d make sure you did again?
I spent a lot of time before the store opened organizing the way our inventory was managed through our point-of-sale system. That level of organization has made the day-to-day function of the store a lot easier. I spend a lot of time analyzing sales trends in the store, and it takes a lot of the guesswork out of our buying decisions.

Are you connected to any community institutions or organizations?
I’m a member of Main Street Kent, a non-profit organization dedicated to the revitalization of the downtown.

Do you have advice for someone who wants to own their own business?
Spend time putting together a very solid business plan and be realistic about your goals and expectations. The more complex the business, the more planning required. Seek the advice of people who have experience in opening a business.