Authenticity and Small Business Success with John Moran from Vaya Island – SBS 72

Small Business show episode number 72 for Wednesday, June 22, 2016. Greetings, folks and welcome to the small business show here@businessshow.co this the show by, for and about small business owners here back in Durham, New Hampshire, I'm Dave Hamilton.

And in Lafayette, California, I'm Shannon Jean. How are you, Dave?

I'm doing well today. Thanks for. Thanks for hosting me at your studio last week while we did the show together.

It was cool. I still have the mic sitting across the kitchen table, so.

Oh, very nice.

I'm just pretending you're here.

Flying in the missing man formation. That's right.

It was good stuff. That was good stuff.

Very good.

Awesome.

We are not alone today, Shannon, right? Yep. We have brought on John Moran from Via Island. John, thanks for joining us.

Hey, guys, thanks for having me.

And John, did I, you know, the one thing I didn't ask you before we started the show is did I mispronounce your last name?

No, no. You got it right, man. Awesome. First time Moran.

Perfect power, powerful. Roll off.

We're off to a great start. That's awesome. Very cool.

Very good.

So, hey, John, tell us a little, a little bit about Via Island. You know, what your fol, how long you've been doing it. Give us a little background on your company.

Yeah. So Via Island, I originally had the idea my junior year in school and I started to launch the store in the year 2015. So it's roughly a little bit more than a year old now. And some products we offer jewelry, clothing, and we're going to branch out to swimwear soon. But I've been doing it for around, you know, a little more than a year, like I said, and been loving every second of it.

That's awesome.

So you, you started this when you were in college right before you graduated, is that right?

Yeah. So, you know, I started it my junior year. I actually sketched out the logo in my stat class. Sorry, mom and dad.

That's good for stats.

Hey.

Yeah, it works.

It's working so far, right?

Yeah. Right. So then I made the. Actually stayed after class in one of my Photoshop web design classes and made the first Vile logo there. And then, yeah, before I knew it, I started selling some jewelry and clothing and started to branch out into that. But it first really started with a phone case. I took three pictures on Nantucketon and I started selling that on the Kate. And then I started maybe a few months after that, I set up an online store and I started selling them out of there. And then I branched out and did jewelry and clothing as well.

Wow. So that was your endless summer iPhone case, which, if anybody who's been to Cape Cod knows the summer ends very abruptly there as winter comes in very quickly. But for you, the summer continues. So this is good. So, like, tell us about that, because everybody, certainly everybody that's listened to this show has had the idea of, hey, I could sell this to people. But getting from, hey, I could sell this to people, to, hey, look, somebody bought it is a very. I mean, you just sort of glossed over the really hard part, which is getting to the point where people can give you their money and you can send them your product. So I want to go a little deeper there, because you're not allowed to gloss over that stuff here. Yeah. How did that happen?

I started, you know, I really started selling it on the Cape. And, you know, people started to hear about it on the cape, the case. They really like the case. And then I said, you know, people are really liking this, so I might as well set up an online store. I might as well set up an Instagram account and all these social media accounts and start actually selling them online and marketing them online. It really started with the Instagram page and getting people to really find out about the brand. I owe it a lot to Instagram because that's how I generated a lot of the online sales through Instagram and through social media. That's where it really started. It was just really the snowball effect. It really started to pick up, you know, and I just continue to sell and continue to expand more products, and it started to grow, and it's continuing to grow through social media, primarily.

Go ahead, Shannon.

Quick question, Dave. Yeah. So when you say you were just selling them on a cape, I mean, just locally, you know.

Yeah, I mean, really just around my house. You know, my family members bought them. Family friends bought them. Yeah. So it wasn't really, you know, I didn't really have. Didn't really have an online store set up. Didn't really have, you know, social media accounts set up, you know, yet. But it was really just, you know, one of those things where, you know, you. You create a product that people, you know, hopefully, like. And it started, you know, it caught on pretty well.

So other than you selling, obviously there's. There's. You make the case you sell them to people that, you know or that you can encounter firsthand. Where was the first place that you sold them that you just provided inventory to? I mean, did you have any, like, stores on the Cape that stocked them for you or anything like that?

I'm actually. Yeah, the cases never. I never, you know, opened, you know, the cases up to wholesaling at all. Yeah. So, you know, the jewelry is now, you know, offered in wholesale bulks. But. But the cases, you know, I just really. It was just kind of out of my. Out of my room, you know, selling them. I got them. I got them made, and I got them made in Hawaii. And, you know, they're very vibrant, you know, vibrant cases that people loved and sort of reminded them of the Cape. So I think a lot of people gravitated towards that on the Cape and wanted them. So that's where it sort of all started.

Okay, so still, there's a million questions here, because I think you've solved some problems for yourself that you don't realize are very difficult for other people to solve. And maybe that's because they weren't difficult. But there's a mental barrier for a lot of people. I mean, you talk about how you were selling cases in your room, and now suddenly you're selling, you know, jewelry in wholesale. Right. So what was that transition like? And, I mean, I realized. And we're going to talk about the Instagram stuff and your marketing and all of that, but just specifically, what engines are you using? I'm curious what engine you're using to sell your stuff online in your own store? And then how are you getting your stuff to other merchants that are selling it?

Yeah, so, I mean, it was. It's really. It's really like, you know, I tried to get on as much and as many. Or, you know, bring on as many influencers on the. On the Instagram page. What I mean by influencers are models and things like that with, you know, sort of large followings on Instagram. And, you know, I'll send them a product and they'll take a picture in it if they really like it. Nowadays, you know, they're starting to get into, you know, charging brands a lot of money because they're starting to get a little bit smarter. But that's where I really started. So I remember, you know, when I posted a picture, I think I might have had like a thousand followers. At the time of, like, the first bracelet I ever did, which was the island bracelet, a girl, you know, contacted me through email and said, you know, if you send this to me, I'll take some pictures in it. I think it was in Huntington beach, actually. So this girl, Danielle Fisher was her name. And, you know, I sent it to her. She took some pics in it and, you know, I had some content to post on my Instagram page and she posted on it and that gave me followers. So then I started to really do that. So, you know, if I were to recommend one thing to people that are trying to do the whole Instagram game and sell on Instagram, I think, you know, really know who your influencers are. You know, make sure they're taking quality photos, high definition photos. So, you know, that'll give you a better, better start to sell.

Yeah, that's a great idea. And, and you know, going back to India because I don't want to put, you know, like, they just gloss over too much. There's, there's a million guys that have that, oh, I could make this and, and, and then, you know, roll it into something. But the tenacity to keep, you know, moving forward and then finding these, you know, things that work for you, whether it's on your own Instagram account, getting it into these other, other influential sands, that's powerful, man. It's fantastic.

Yeah, yeah, thanks.

Absolutely.

Yeah. So, I mean, you are, I mean, getting to the point where you had a thousand Instagram followers, even that is a good start for a lot of brands will never make it that far. Yeah, I think your tenacity is the key there. Very, very cool.

Yeah, thank you. I put a lot of effort into the Instagram page, so I'm usually always on it. That could play a big factor in why it's picked up so far. Maybe some brands spend a little bit less time on that and focus more on the wholesale part of things. The online business is really generated nowadays by Instagram and by social media. So I put a lot of emphasis on that.

Yeah, that makes sense. No, and I think you're right, if you look at the people, certainly there's people that put time in and don't have success, but there's very, very few people or companies who don't put the time in to their social game and have any success whatsoever. And Shannon and I certainly, with this show can attest to that. When we're putting effort into it, it grows. And when we're not, guess what? It doesn't grow. Very, very simple.

Yeah, that's right. So I want to talk for a minute, since we're on Instagram social stuff, talk about your ambassador program. I found that pretty interesting when I was looking at your site and you talked about 5,000 people out there spreading the word. And I love your message. I think that's talk about that a little bit.

Yeah. So I think the reason why there's so many of them is because of the message. And I think that they gravitate towards the message. And what we do with the ambassadors is we give them a sizable discount and allow them to use it a certain amount of times. And if they promote it, we incentivize them with free products. Sending them free products. I've sent a lot of free products to them. The ones that really post on social media will post maybe a shirt with them in a shirt or with them in a piece of our jewelry on social media. I'll just send them products. But I think that it was one of the keys to really growing the brand into what it's become, because how strong word of mouth marketing is and the word of mouth marketing is now on the Instagram. And there's ways where the ambassadors could really help spread your brand. It's through photos nowadays. And friends want do it, friends of friends want to do it once they find out. So it just starts to all pick up. And now we have one of the biggest ambassador programs on Instagram. Like you said, over 5,000 members.

Yeah, that's fantastic. Do they kind of recruit one another or do you guys put a lot of time into promoting that program and getting them to sign up? How's it grown so rapidly? You know?

Yeah, we, I mean, we sort of do both. I mean, we will post on, you know, we'll post periodically on, on our Instagram page saying that we're looking for summer reps and fall reps and things like that. But I think, you know, the majority of them who have applied have, you know, their friends of friends that are reps and they just, they just want to be involved and I think they really just love our message. So. And I think nowadays everyone's really trying to be sort of a model or a photographer on Instagram and, you know, that's a good start, you know, with, with modeling other brands and, you know, showing up on other brands pages. So that's a start for them as well. So it's, you know, people are making money off of Instagram and influencers and things like that. So everyone's trying to get, get into that sort of.

That's smart. Yeah, kind of leveraging the, the strength of the platform for the people that are helping you. You're like you said, you're also helping them. Yeah, this is like, Shannon, this is like new school guerrilla marketing, right?

Yeah, that's right.

It really is really smart. Yeah, that's fascinating.

And so the ambassadors, they're not really compensated any other way they get discounts or free product in exchange for spreading the word about your business, your company and your live a positive and stress free life message, which I love. Is that correct?

Right, yeah. So their compensation is really the discount and then if they really are committed to it, we give. Just start sending them free products. If they really promote it.

Well, yeah, man. You take our whole concept of the charmed life and give it to everyone. No, it's great. Yeah, it's outstanding. Oh, very good.

Spread the good vibes, man.

Well, why not? Yeah, exactly. Yeah, there's not enough of that. I agree.

That's great. Works out really well.

So clearly anybody that's listened even to 13 minutes so far this interview here knows that you have a million things going on in your head all at once and they're all kind of happening. So you're obviously somebody fires on many, many cylinders simultaneously. What's your day like? Do you schedule your day tightly or do you just kind of flow from one thing to the next and make sure it all gets done?

I think it's sort of a mixture of both. I think probably more on the free flowing side. I mean, I do make a list every night before I go to bed to do things I need to do the next day. But it's usually. I wear a lot of hats in the business, so I'm usually doing different jobs. Now I'm doing a lot of designing and making sure product is right for the swimwear, the fittings, like I said, booking, the campaign shoots, everything. It's different. That's what I really like about owning my own business. You're sort of doing different things every day. It's not like you're going into an office and doing the same thing. So that's what I've really liked about it. I could be doing one thing one day and another thing another. So yeah, that's what I've really liked about it.

That makes sense. As long as it all gets done, you're in good shape.

Exactly.

Are you essentially a solo shop or do you have employees that work for you full time? How does that work?

I'm a solo shop as of right now, but it's really picking up way too much for me to just handle myself. So I'm going to start hiring this year, hopefully bring on two or three employees and to help me out to take some of the load off. But right now it's me.

Yeah, well, I wish you very well in that transition. That as you've probably heard from listening to other Episodes, that's often the hardest. You've already made the decision, so you're past the hard part. But hiring that first person is often the hardest decision because it's like, hey, I'm finally making money. I have to give it to somebody else now.

Yeah. Well, Nick, the thing is, too, is we'll have you back on in the future and you can talk to that point. You know, how everything went, bringing people on and all that kind of stuff. You know, we love hearing about success. You know, one of the things we also really like to talk about is mistakes because, you know, you learn so much from them and everybody else makes them and they think they're the only ones. And so, you know, do you have. What's the. And we always refer to it as the best mistake that you think you've made so far. That really taught you a lesson. Do you have something like that you can share with our listeners?

Yeah. So, I mean, I think. I didn't know I was thinking about that. I mean, I think the biggest mistake I made was probably. It's probably not the best mistake, but it's probably the biggest, and I've learned from it. Sure was probably just worrying too much when I was in school, what I was going to do, and I think, you know, putting too much pressure on myself. I think like a lot of college kids, when they get out of school or before they get out of school, they put a lot of pressure on themselves to, you know, find a job and things like that in a competitive world. So I think that I, you know, looking back on it, I probably would have just said, you know, don't, you know, don't put too much pressure on yourself and just enjoy what you really do. But as far as the business, the business sense. I know, I mean, I haven't really made a big mistake yet. I, you know, I could learn from.

Sure. Well, I think that that's a really good, you know, point that you make about not pressuring yourself and what you're going to do and all that kind of stuff, because, you know, you got to come up with your own measurement of success. And that's one of the things I love, you know, about Violet island and, you know, reading about your message and everything, is that it's not just about the bottom line. It's trying to build this, you know, company that supports this, you know, kind of lifestyle. And certainly, by all measures, you've been successful in looking at your Instagram, and that's, you know, holding onto those little pieces of success are what is going to support you over time to create, you know, much, much, you know, bigger success and as much as that you want. So.

Right.

Yeah. Thank you.

Yeah. That's awesome.

That's good.

Very, very cool.

Yeah, it's very, very cool. So, okay. Something came up in passing earlier. You said you had these things made in Hawaii. We've talked to a lot of people that make things all over the world, and never have I heard of someone that says, I want to make this in the US in the US but in the most expensive state to get things made and in and out of. So I'm curious how you found Hawaii, how you decided upon Hawaii as the place to make your cases and all of that stuff.

Yeah, I actually don't do them in Hawaii now, sort of.

Yeah, I kind of figured.

Yeah.

Yeah.

But I actually did have a connection to somebody in Hawaii that, you know, maybe not gave me a discount, but, you know, maybe it was significantly less than what it would be if I didn't have that connection. Sure. So. Yeah. But now. Now it's all done overseas and, you know, that's just. That's just the way I'm doing it now.

Yeah.

Well, yeah, I mean, right, because. Right. Because Hawaii is not cheap in any way. Did you ever get to go out there? Did that help fulfill any. Any desire to visit Hawaii, or has that not happened?

No, no, it's the inspiration from the brand, and I. Not to mention, it really came from the Cape and, you know, really all the memories I had, you know, I'm continuing to have with my family, my friends and everything here. But, you know, I really love the coast. I really love being by the beach. So I think that's really another thing that sort of inspired. Inspired Vi to become what it is. But, yeah, I haven't. I've been wanting to get out to Hawaii. Man, it looks beautiful out there. Probably Big island would be my place to be.

It's easier. It's easier for Shannon to get to Hawaii than it is for you or me.

Closer.

That's true. Yeah. So, you know, that's another thing that I really like about, you know, your message here and the stuff you do. It's the authenticity and. And I think that, you know, the. The real takeaway for me in talking to you and learning about VI island is that, you know, hey, this is what we're doing. This is why I'm doing it. I want to be here, you know, using your geographical location, you know, as a real advantage to your business. And, you know, that's just that's powerful. And if, you know, folks that are listening and where you're at, you know, finding that message, no matter if you're in, you know, back east in Pittsburgh or you're on islands or whatever it is looking for that, I think is. Is a great idea.

Yeah. I think it's a very universal thing as well. Everyone's really trying to be positive people, and I think it's pretty. It attracts to a very large population of people, and I think that's why it's been so successful, because everyone really is searching for happiness and optimism in the world. So it's a very central thing. So I agree.

Yeah. Well, and authenticity resonates with people. It immediately, you know, creates a foundation of trust. I think people know right away if you're, you know, if you're trying to pull the wool over their eyes.

Right, right.

Yep, yep. You know, hang on. I think we lost Shannon, but hang on one second, and we'll see if we can't get him back. All right, we found him. Shannon was right there.

Awesome. Yeah, that's my. My funky wi fi, which I'm gonna fix now that Dave has been here and giving me some advice.

Yeah, I got it. That's right. That's right.

John, I want to make sure you've already asked us, but where do you see the business going? We talk a lot about systems versus goals here. Over time, as you develop the systems that work for your company, where do you see it headed?

I just really see it expanding. I really have wanted to do swimwear for quite some time over the course of the next few years, I think definitely bikinis and also men's swimwear as well. I definitely see us doing, but really just growing into a brand that offers all sorts of beachwear and sort of the go to place to get if you want jewelry or if you want clothing or swimwear, that's the place to be. I want to offer all those different kinds of products and branch out into different avenues and not just be limited to just one that makes sense.

So smart.

That's great.

Yeah.

Well, as you grow and expand into new things, you know, please keep in touch. We really enjoyed talking.

I definitely will. Yeah. Thank you guys for having me on.

Absolutely. Yeah. Thanks for. Thanks for coming on. This has been. It's been a true. It's just great to hear about so much success early. You know, I mean, you're. You've been doing this a year. You said a year plus. I think it's great. That's awesome.

Yeah, it's awesome. And what's the best way for folks to find you and learn more about your business?

Yeah. So the website is vialifestyle.com and the Instagram page is instagram.com viadown and it's the same for Twitter and Facebook as well.

Awesome.

Awesome, man.

We'll be sure to put those in the. In the show notes. Yeah, this is. It's great, man. You got great stuff, Shannon. I see a future for you and me being male bikini ambassador.

I was going to mention that, but I. I didn't want to pressure John so early in the relationship.

That's right. Hey, look, you know, the dad bod is a.

It's a.

It's an important part of the. It is part of the demographic.

Big demographic in more ways than one.

Awesome, John, guys, thanks so much. We will.

No problem.

Yeah, we'll see you folks next time. Feedbackusshow co is where you can find us. Us. If you want to send us anything. And obviously, if you want to find John, visit his Instagram page or their Facebook page. That would be a great place to see what they're up to. Until next week. Thanks and keep living that charmed life, folks.

Take care.