If you're attracting rich and relevant customers and treat them right, they'll stick around
(PRWEB) July 03, 2014
HarborWare.com was founded in 2012 by Joey Cannon and Dave Darr as an experiment while working for Insul-Bead Corp, a company who's been manufacturing and wholesaling boat dock products since 1967. They wanted to find a new avenue for selling their products and decided to do it online. They were given a marketing budget of only $5,000. As Dave Darr, VP explained, "When we set out on this journey, we really didn't know what to expect and certainly didn't think it would take off this fast." As soon as their first 5 page website went live, the phones started ringing and they were bringing in $1,000 a day in sales on average.
HarborWare's highest selling product is their dock flotation, accounting for more than 70% of overall sales. Dock floats can be used to build boat docks, floating homes, floating duck blinds, oyster farms and more. Since HarborWare is one of the only few dock float manufacturers in the country, they have a strong grip on the market, being able to offer competitive pricing and home delivery. "Not every manufacturer is willing to sell factory-direct. People come to us whether they need 4 floats or 400, we're happy to take their business," Joey Cannon, President said.
This year will be the 2nd full year since the launch of HarborWare.com. With a brand new website and expanded catalog of boat dock and boating products, they're expecting a 100% increase in sales from 2013. As of June of this year, HarborWare has already surpassed 2013 sales. They attribute continued sales growth to increased consumer awareness, a healthier economy, a more concentrated marketing campaign and consolidated product offerings.
"We don't want to become another big box online retailer. If you keep your catalog smaller and manageable, your people will know everything there is to know about every product you offer. Your customers will appreciate that." Dave Darr went on to explain, "Marketing is very important but it isn't everything. If you're attracting rich and relevant customers and treat them right, they'll stick around and marketing becomes less critical." HarborWare's annual marketing budget is less than 5% of total revenue, which is unheard of for online retailers.
By next year HarborWare plans to introduce new boat dock products while steadily expanding their catalog of boating supplies. They also plan to hire more people in customer service and fulfillment to help handle the growth.
HarborWare is based out of Gravette, Arkansas with a sales office in Springfield, Missouri and 15 partner fulfillment centers located around the country. HarborWare employees as much as 50 people during it's peak seasons.