In support of the Small Business Breakthrough movement during the month of May, we're sharing the stories and advice of small business owners who have grown their companies on OpenSky.
Baxter's Original in Fitzgerald, GA carries all the goodies you need for a successful barbecue -- think rubs, sauces and even equipment -- but its specialty is premium smoker woods in mouth-watering flavors like apple, almond, hickory and maple.
Owner Michael Baxter shares how his business has grown by harnessing the power of social media.
What have been your keys to success?
We credit our success to our passion for our craft. We love barbecue! When you love what you do, it shows. It shines through in our products, in our customer service, in our community involvement, and in our continuous quest for improvement.
How have you used social media to grow your business?
We feel that social media is the single greatest tool available to the entrepreneur of today and tomorrow. It's not going away and if you can harness it, the rewards to your business can be limitless. Social media outlets allow us to reach millions of people from right here in our small town or from our living room. The sheer costs associated with reaching that type of audience through traditional means of advertising would make it fiscally impossible for most start-ups. Also, we have formed many long-lasting relationships through social media with enthusiasts who share the same interest - that's what makes it fun!
What have you found works to attract customers and keep them coming back?
Premium quality products paired with equally prompt and courteous customer service is in our blood. Getting the customer the right product at the right time and at the right price is what keeps our returning customers not only coming back, but telling their friends about us.
What challenges has your business faced?
In our particular business we have a "slow" season. Although, as our business has grown over the last few years we have learned how to offset the impacts of this period of the year in various ways. I would have to say that budgeting and preparing for our winter slowdown have been one of our most difficult challenges. As an employer, I hold the responsibility to my staff to keep paychecks coming. This is not always easy, especially when your business is fluctuating.
What is something unexpected that you didn't plan for, good or bad?
In small business, you never know what tomorrow will hold. It may be your "best day ever" or is may be slow. The evolution of our business into our physical retail store, online resellers, physical resellers, competition teams, backyard cooks, and now helping other BBQ-related start-ups to get their products out has really helped to even out the flow of our business. We didn't necessarily see all these avenues when we first started, but we certainly know their value now.
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