Jerry Bellune July 23, 2013
July 22, 2013
July 23, 2013
Remember the 3Ms? Market, message and medium?
Fish Flops founder Madison Robinson uses them.
She learned to sell to her market — store buyers.
She learned to present her message — product value.
She learned to use social media — her medium.
She acquired a banker mentor — her father.
Two years ago at age 13 she launched her business.
Her $20 flip-flops have battery-operated lights.
The flip-flops have been a big hit with store buyers.
Madison came up with the idea seven years ago.
Her dad Dan helped turn her drawings into a product.
They raised money from family and friends.
Seeing samples, more than 30 stores placed orders.
That started them on the road to profitability.
They’ve contracted with a manufacturer.
They sell her flip-flops online and in boutiques.
Their biggest retailer: 60 Nordstrom stores.
Last year they sold more than 60,000 pairs.
Retail sales have reached $1.2 million.
But Dad won’t let Madison touch the money.
The rising 10th grader will use it for college.
Madison draws her designs and chooses her colors.
She learned to pack shipments and control stock.
She learned to explain her pricing.
She learned to host trade show booths.
She learned to make a sales pitch.
She has mastered social media marketing.
With Twitter, she attracted celebrity attention.
For Nordstrom, she used an old-fashioned technique.
“I wrote a letter to the buyers,” she said.
“I didn’t think I would get in, but I did.”
Madison gives back to say thanks for her success.
She gives Fish Flops to the children of fallen heroes.
That led to orders from Army Post Exchange stores.
Celebrities signed 300 pairs for a children’s hospital.
She donated 10,000 pairs to a community shoe drive. She supports a Texas children’s fish art contest.
All of that produced positive media attention.
Three lessons from her story:
1. Your desire matters, not age or experience
2. Learn every aspect of running your business.
3. Be generous to others. It will come back to you.
Next: A personal success story.
© 2013 Lexington Publishing Co., Inc.
Jerry Bellune and his family own and operate book, digital, newspaper andniche publishing companies in Lexington. For a complimentary copy of his “Put Romance in Your Advertising,” contact him [email protected]
