Cool Runnings Exploring new places may just lead you to the business opportunity you've been searching for. Here's a look at how one couple did it.
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Normally the mention of Antarctica brings images of snow (lotsof it), icebergs (big ones), and penguins (cute ones), and sendschills down your spine when you think about the subzerotemperatures there. For some this may not seem like the ideallocale for a relaxing vacation or a desirable place to live andwork, but surprisingly enough, this icy continent is increasing inpopularity. Just ask Tom and Gloria Hutchings, founders of Jackson,New Hampshire-based The AntarcticConnection.
After working in Antarctica for four years, the couple realizedthere was an untapped opportunity to create an e-commerce sitedevoted to products related to Antarctica. Tom, 38, and Gloria, 36,launched the site in 1998, and so far, it's still the onlye-commerce site on the Web devoted solely to Antarctica, offeringeverything from books, maps and videos to clothing, posters andgift items.
In its first year, the site had about 50 visitors each day.Today it welcomes 20 times that figure. During this past Christmasseason, the couple saw a huge increase in sales-and tripled theirprojected sales. Here's a look at how Tom and Gloria took acool concept and turned it into a hot Net business.
HomeOfficeMag.com: When did you develop this interest inAntarctica?
Tom Hutchings: In 1985, we met a couple of people whoworked in Antarctica and that sparked our interest. It was one ofthose places to put on our list as a place to visit or a place towork. After applying for a few years, we were hired and beganworking in Antarctica 1990. My background is in construction so Iworked as a carpenter and construction coordinator. My wife workedin logistics. We became interested in the program because it wassomething exciting, and we wanted to travel. We didn't have anykids so it seemed like an ideal opportunity.
HomeOfficeMag.com: How did you begin developing yourbusiness?
Hutchings: We were originally going to contract out theWeb site work, which meant spending a lot of money. Instead wedecided to start off small based on some recommendations from anaccountant as well as some other folks in the business. Ididn't know anything about HTML programming or e-commerce so Ijust dove into the books and started learning. We were able tolease the software that's the backbone of the e-commercestructure, and I built the main pages.
My wife's background is in retail management so she knewabout setting up a warehouse, structural fulfillment andoperations. We took one of the rooms in our home and turned it intoan office. We completely gutted our basement [to create awarehouse]-removed everything, put up shelving and builtfulfillment benches.
HomeOfficeMag.com: How do you find the products you sellon your site?
Hutchings: There's a store at each of the U.S.research stations in Antarctica, and one of the jobs my wife hadwas to run a store. She was able to get contacts with a number ofthe store's suppliers. We also conducted Internet searches forother products.
HomeOfficeMag.com: What would you attribute to yourincreased growth?
Hutchings: Getting our brochures out to specificAntarctica mailing lists or travel organizations targetingAntarctic travelers. I went down to Antarctica again this past yearand distributed our brochure all over the place. We also started amailing list on our site and we have a few thousand members.
HomeOfficeMag.com: What plans do you have for the site inthe future?
Hutchings: This year we're hoping to come out with acatalog. I know there's a lot of folks uncomfortable withputting their credit card online so I really want to have a catalogpeople can just order through and not have to be as concerned aboutprivacy issues. Every year, there's more tourists going toAntarctica, and the growth of this area of interest just seems tobe jumping.
