Adventure Vans, Market Niches, and Building Customer Loyalty with John Willenborg

John Willenborg, CEO of Owlvans, discusses his passion for product design and engineering, as well as his love for the outdoors. He shares the challenges of being a CEO, including dealing with constant problems and managing stress. John also talks about the growth of the adventure van industry during the pandemic and the appeal of van life. He explains the difference between vans and larger RVs, highlighting the mobility and safety of vans. John discusses the future of electric vans and the need for hybrid solutions. He shares his business strategy of focusing on niche markets and building a strong brand. Finally, he discusses the importance of not running sales and the challenges of seasonal slumps. Owl, the biggest aftermarket parts manufacturer in the adventure van world, has experienced consistent growth by turning many small knobs every day. They focus on tweaking quality, customer service, shipping, and advertising to stay insulated from market downturns. Owl's installation facilities allow them to sell products on vans sitting on dealer lots, increasing sales and margins. They also leverage phone calls and personalized customer support to address abandoned carts and build goodwill. Owl caters to the high-end market, which provides insulation from macroeconomic trends. They prioritize hiring and creating a positive company culture to retain motivated employees. Owl encourages people to explore the outdoors and enjoy nature with their families.






CEO, passion, product design, engineering, outdoors, adventure van, pandemic, van life, mobility, safety, electric vans, hybrid solutions, niche market, brand, sales strategy, seasonal slumps, aftermarket parts, adventure van, growth, market downturns, installation facilities, abandoned carts, customer support, high-end market, hiring, company culture, outdoors, nature


Takeaways

• Being a CEO requires a tolerance for stress and the ability to perform under chaotic conditions.
• The pandemic accelerated the trend of people embracing van life and exploring the outdoors.
• Vans offer greater mobility and safety compared to larger RVs, making them popular among women and those seeking off-grid adventures.
• The future of electric vans may involve hybrid solutions to address the limitations of charging in remote areas.
• Focusing on niche markets and building a strong brand is a successful business strategy.
• Avoiding sales and discounts can prevent customer frustration and maintain consistent pricing.
• Having multiple revenue sources can help businesses navigate seasonal slumps and fluctuations in demand. Consistent growth can be achieved by turning many small knobs every day.
• Tweaking quality, customer service, shipping, and advertising helps insulate a business from market downturns.
• Installation facilities can increase sales and margins by selling products on vans sitting on dealer lots.
• Personalized customer support, including phone calls, can address abandoned carts and build goodwill.
• Catering to the high-end market provides insulation from macroeconomic trends.
• Hiring motivated employees and creating a positive company culture are crucial for long-term success.
• Exploring the outdoors and enjoying nature with family is a valuable experience.





Sound Bites

• "Best description of a CEO is constantly having all of the problems of the business escalated to you."
• "Vans will take over the vast majority of the RV industry within the next few years."
• "Vans provide a steel cage of safety, allowing you to drive away from any potential danger."
• "It's a ton of little knobs that get turned every day."
• "Having different ways that you can grow your business allows you to kind of mitigate slumps and areas where seasonality."
• "Abandoned carts are there when you get to a season that's slow or even a day that's slow."

Chapters




00:00
Introduction and Passions


03:40
Implementing ERP Systems and Balancing Priorities


07:31
The Growth of the Adventure Van Industry


13:57
The Appeal of Van Life and Exploring the Outdoors


16:39
Building a Successful Business: Focusing on a Niche Market


19:28
Insulating Your Business from Seasonal Slumps


21:53
The Power of Turning Many Small Knobs


26:50
Hiring the Right People and Creating a Positive Work Culture


https://owlvans.com/
https://eominnesota.org