2015 wasn’t the first time I felt like my business was falling apart. It also happened in 2012.
The disaster of 2012 actually began in 2011. Newly split from my co-founder, I was excited to take over the reigns of the business and really start growing it as I had always envisioned. I moved production overseas to make the product more viable in the marketplace, and, for the first time ever, got large orders from nationwide stores like REI and Title Nine. When I did my revenue forecasts, 2012 looked like it was going to be the first year when I could pay myself, plus another person or two, plus get our own studio space. It’s hard to express how meaningful that felt after slogging away without anything for 3 years.
It all started to fall apart when the product from our new manufacturer showed up months late. I didn’t want to upset our new customers by not being able to ship on time, so I produced product locally, which demolished the profit I was planning on making. Then, not all of the products that showed up were up to our standards, so I took a loss on those too. Then, the bags that we did ship didn’t sell as well as the stores had thought they would, and they canceled their future orders.
This left me deep in the red and with a lot of inventory that I didn’t know what to do with. All I could think about was, “Who can I sell this stuff to??”. I didn’t care who bought it, I just needed to sell it.
My wake-up call was when I was talking to my business coach and she asked me who I thought my customer was. “I don’t even know!” I wailed.
In my design agency days, “Know your customer” was my mantra. I did user research and built customer personas all day long. And here I was, with my own business, not even knowing who my (true) customer was. My customer was anyone who would buy bags so that I could live another day.
I survived that year, and became stronger, or at least more resilient. (Hear a podcast interview with me about this whole episode on Fashion Brain Academy). It took awhile to recover and get everything back in order. In 2013 and 2014, we started doing a lot more consumer facing events, and I got to meet my customer in person. We did a big research project in 2014, which helped me get to know her even better. But, knowing your customer isn’t quite enough to have a successful business. You also have to have a vision for your company, and know why it is doing what it is doing.
I always thought I had a vision. It was this: “Po Campo to be the go-to brand for urban minded individuals who seek to make every day a day worth living”. I guess that’s kind of a vision. But it doesn’t give you the “why”. Why do I want this? And why does my customer care?
So that’s what I’m working on now. I started Po Campo from a very genuine place. I wanted to make these bike bags because I knew they would help people bike more to get around, which is something I care about deeply. I don’t feel like I need to fabricate a “why”. I just need to articulate it, and embrace it.