How to Launch a Business and Get the First, Second and Third Customer

When Captain Andy took the helm with the new venture Fresh Coast Sailing in South Haven, he already had 10 years of operating a sailing charter under his belt with former employer Sailing South Haven. He just needed a new boat, business name and some customers to launch his dream. 

In October 2023, Andy asked a local business friend what he should do about getting his LLC and starting Fresh Coast Sailing. Another HUB client told him to reach out to Debi Howe at the South Haven Region Business Hub for help. With the HUB’s help, he submitted his LLC, prepared strong financials for funders to review (including financial projections), then waited for the final certificate of inspection from the State for his boat, the Mary Grace.

On June 1, the Mary Grace, a stunning 36 ft. Catalina launched and Fresh Coast Sailing began offering 2-hour sails during the day, and more popular, a sunset cruise. But finding those first customers was a challenge and Capt. Andy knew he could use more help, so he reached out to the HUB again and Executive Director Debi Howe referred him to marketing mentor Cheri Bales.

What Andy needed was a marketing plan that included digital (web/social), word-of-mouth (locals and employees), and paid advertising. In a nutshell: a website; Facebook and Instagram accounts; a Google business profile (for local search and reviews); and Email marketing.

The strategy looked like this:

1. Build a website with clear call to action (book now), interesting stories (blog), and enticing photos/video, mobile view;
2. Optimize the site for SEO and keywords (i.e. Sailing South Haven, Sunset Cruise SoHa);
3. Print and distribute cards (rack, business, postcards) to local businesses and rental agent;
4. Claim and verify Google business profile (all local businesses NEED this);
5. Populate and schedule posts to Facebook/Instagram using META Business Suite (combined posting to platforms AND Groups);
6. Claim Trip Advisor listing and populate with exact NAP (name address phone) These needed be EXACTLY what the business paperwork said in order to verify accounts.
7. Take local rental property agents, local service industry, and community leaders on free rides to promote. Interview with media or Things to Do in South Haven.
8. Seek reviews on Google (see above) and Facebook, and Trip Advisor
9. Run Facebook and Google Ads (start small).
10. Run weekend promotions  for ONLY previous guests (via email only)
11. Remarket to website and sailing guests with email marketing (timing is everything). Repost these emails to social media and Google for reach
12. Grassroots face-to-face handing out cards with personal offers.
13. Implement single rider ticket pricing.
14. Add slip signage and banner on the boat with the website.
15. Partner with local vendors Radiant Landscapes Photography and Stryd Photography for aerial and still photos for publicity and web.

The first customers to board the Mary Grace came by word of mouth from Andy’s Barber. Andy is almost certain the second guest was a repeat customer from his previous sails. They soon were followed by more locals – people curious about the new boat and happy to see Capt. Andy back on the water. 

By implementing the strategy above, FCS had the following success metrics to report:

1. By July 24, 2024, Fresh Coast Sailing had amassed more than 50 Five-Star reviews on Google, Trip Advisor, and Facebook.
2. By implementing individual tickets, FCS potentially brings in more per trip than with a regular charter group of six if the charter sells out. 
3. The Custom offer via email to previous customers resulted in 2 bookings and helped spread the word among previous clients for word-of-mouth.
4. On July 25 Fresh Coast Sailing was featured on Things to Do In South Haven podcast promotion with Ryan Servatius.
5. Facebook followers rose from 120 to 461 and Instagram reached 293 dedicated followers.
6. Since July 1, the Google business profile has generated 3 Calls, 29 clicks for directions and 296 clicks to the FCS website.
7. In the past 30 days, there have been 2,880 visits to the website (between 22-111 visits per day). New users accounted for 95% of the visits and 76% of them were from a Mobile device.

“There are busy days that make you feel like you’re on top of the world and you’ve ‘got this,’ Capt. Andy says, “But then there are the slow days that make you question everything. Lately it’s been more of the former (we’ve got this) so we are incredibly grateful for the support from the community and the HUB has been tremendous. We’re happy to call South Haven home.”

Now, it’s up to Captain Andy, the South Haven community, and its visitors to maintain the momentum.