How do you go from being a hobby business to being in the INC 5000 several times?
YakAttack’s being market-driven rather than marketing-driven is a big part of their success. Hear from founder Luther Cifers:
“From day one, we started this business on kind of some principles:
- how we’re going to treat customers,
- manufacturing in the US,
- being novel and having fresh, unique designs, not just going out there and repeating what’s already in the marketplace.
And low and behold, that stuff resonates with people. So the customers really are the ones that drove the demand.
Of course, customers drive demand, but not necessarily. A lot of times, marketing is kind of like the prerequisite to the customers wanting the product. But in this case, we did very little marketing other than sending products to tournaments and stuff like that.
But the customers were the ones that were in the forums and later in the Facebook groups or whatever it was, trying to figure out how to rig their boats, figuring out that we had some cool stuff, sharing that information with each other.”
Watch the full episode
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