Success Stories

Premium Partner Success Story: Bluewater Outdoors in Bemidji, MN 

The outdoor retail shops we see today are far from the same. Some start out small and may never expand to more than a "specialty" shop. Others use expansive retail locations and mega inventories to draw the masses. But one thing is for sure: there are plenty of ways to be successful. Whether an established family business was handed over, the store was acquired by a savvy businessman as another investment or simply started because it made financial sense, success stories are evident all over.

Bluewater Outdoors is located in Bemidji, Minn. and owned by Mark Cook and his wife Chantel. Their story is another tale of success based on a diverse background, solid business decisions and a willingness to change the scenery. Cook grew up on a resort in the northern part of Minnesota that was run by his parents. He then went on to college and obtained a master's degree in fish biology.

After he finished school, he went to work for the fisheries department of the Minnesota Department of Natural Resources. According to Cook, a time came when he was looking for a career change, and Bluewater went up for sale. He decided to give it a "whirl". If the first six years are any indication, this "whirl" seems to have propelled him into success for years to come.

As Minnesota is the land of 10,000 lakes, Bluewater is located just minutes from countless lakes, including Lake Bemidji - a large body of water known for its good fishing, especially trophy muskellunge. Because of his background and location, fishing is no doubt a significant part of his success.

However, the expansive state forests and hundreds of thousands of acres of marsh, timber and agricultural land in the region provide ample opportunity for hunters and shooters of all sorts. The demand for gear, accessories, ammunition and guns from local hunters and those passing through has been vital to his business. Cook has been able to achieve 30% growth and shows no signs of slowing down.

Three Keys to Success
Cook attributes his success to following three rules. The first is his commitment to provide his consumers the best products. According to him, selling the best products for your customers is a must. Sometimes the "best" might mean an affordable shotshell target load. Other times it might mean a high-end muskie lure.

Cook values being in touch with the customer. "I tailor my orders to what is going out the door," said Cook. "If you run a grocery store, you have to make sure you always have bread, butter and milk. I make sure I know what the bread, butter and milk is in my store."

Superior customer service is also very important to Cook. With 3 full-time and 6 part-time employees on staff, he makes sure the customer's needs are being met. "We just hired a new manager, and he made a comment that we do a lot of special orders," said Cook. "This reputation has helped us quite a bit. If people can't find it at other places, they come here and special order it." The third is persistence. "Keep doing it until you get it right," said Cook. He also said you can't expect product to sell itself, you need to be proactive. "If you are going to do it and be successful, you need to do more than just put product on shelf."

Using Manufacturer Programs Successfully
Cook says that he uses promotions and other offers from manufacturers to move product. "I've bought into almost every Federal/ATK promotion offered since I started," said Cook. "Anything value added seems to seal the deal." He cited Intensity optics and Fusion offers that had recent success.

Another sales tool Cook has had the privilege of trying is the ATK Dealer Trailer. This trailer is stopping at 43 dealers and events in 16 states during its first season on tour, and plans are already in place for a bigger presence in 2008. Cook was pleased with the trailer. "It is a very impressive trailer," said Cook. "I liked the layout more than most of the other trailers I've seen. It had good lighting and was roomy. Folks went out to the trailer, picked up a product and then came right into the store and purchased that product."

By knowing his customers, staying persistent and focusing on customer service, Cook has grown his business significantly. The fish biologist turned store owner has ridden a "whirl" into an expanding, profitable business. In the process, he has created yet another story of success that can be followed or modified by future store owners.