2010 was marked by change for Carlsbad's business community. Residual, lingering fallout from the challenging economy continued to be a roadblock for some. Stories of lost jobs and faltering businesses, while fewer and less dire than 2009, were still a mainstay of the local news media.
But the climate was markedly different for many Chamber businesses, which adhered to the adage that there is opportunity to be mined from adversity. These businesses successfully navigated the tepid economic waters and took their ventures into new areas by employing a potent combination of optimism, determination and business acumen.
Here are five companies that took their businesses from good to great in 2010.
ToeSox
The last 18 months have been bittersweet for ToeSox, according to founder Joe Patterson. The company markets specialty socks for yoga and other fitness pursuits. “We have certainly seen some of our clients go out of business and stop purchasing but by the same token other clients are maximizing their retail spaces and purchasing more,” he said. “We have been very lucky over the last two years as we have seen continuous growth year over year.”
Over the past 18 months the company has taken several innovative steps that have proved successful and profitable. They expanded the color line of one particular style of sock, and introduced a new running sock, broadening their target market considerably. They are in the process of developing a new Grip Glove product, and have employed an entirely new rotating display for their retailers.
ToeSox has certainly not kept a low marketing profile, either. At a time when many companies are holding on to their ad dollars and cutting back on PR and marketing, ToeSox has consistently sent out e-blasts, monthly newsletters and has maintained its daily messaging using social media.
In order to better serve their customers, they have brought on four new employees.
Patterson credits the Chamber's Pathways to Success program for a good part of the company's progress. “The program is a think tank where business owners get together semi-monthly, share ideas and give suggestions about each others' businesses,” he said.
The fitness industry, overall, is a resilient one,
according to Patterson.
“They say the alcohol industry does well in both good times and bad. I think the same can be said about fitness,” he said. “But it doesn't hurt that we are leading the development of a niche market that doesn't have a lot of competition.”
ToeSox is a prime example of a company that used the opportunities of a recession and a niche market to get aggressive and take the lead.
United Top Quality
Construction, Inc.
Joel Juarez, president of United Top Quality Construction, Inc. also has a three-pronged approach to taking his business from good to great in a recession. Juarez combined aggressive marketing with networking and a great attitude to make the last 18 months the best his company has seen.
“The last months have been excellent for me and my company,” he said. “I had a big project which I never had before. It was great and exciting for my company. I was busy with both small projects and big projects.”
Juarez put particular effort into his marketing in 2010, producing door hangers and flyers to distribute door to door in his target neighborhoods. He inserted flyers in the Carlsbad Business Journal, and put eye-catching logos on his work trucks.
“Networking through the Chamber has been great,” Juarez said. “When I started participating with the networking groups, it was to exciting to see people always with a big smile, pushing me to succeed. It's been positive in many different ways.”
As with most of the companies that have gone from good to great, Juarez invested himself deeply in a positive outlook and a passionate love for what he does.
“Attitude is the most important element of any part of my life, business or personal,” he said. “Tough times I handle as a lesson. I remember my father told me, that if you don't have any tough times you don't know anything. Now I understand we have hard times so we can learn. Tough times make you stronger. If you learn the hard part all the rest is piece a cake.”
Lola's 7-up Market & Deli
Located on Roosevelt Avenue, Lola's is a Carlsbad institution. The casual, family restaurant is overflowing with morning surfers in search of breakfast, skateboarding high school students grabbing a burrito on their lunch hour or after school, families, locals, tourists and regulars. Word of mouth on this place is formidable.
Lola's is one of those businesses that seem impervious to recession.
But Ofie Escobedo, who owns the restaurant with her sisters Connie and Frances, believes that in order to stay successful, one must maintain the set standards that customers have come to expect. “Our business has been operating since our parents opened in 1943, and we have continued doing what they taught us,” she said. “Service, affordable prices, kindness and helping the less fortunate.”
Loyalty is a huge factor in Lola's success. Escobedo takes loyalty seriously, both the loyalty her customers show her restaurant (just go to Lola's 'Yelp' page and count the five-star ratings and gushing reviews) and the loyalty Lola's shows their business community. “We are loyal to our vendors and our customers. They reciprocate in kind,” Escobedo said.
Since Lola's roots go deep in the Carlsbad community, Escobedo takes the plight of her customers personally. “Many of our customers are going through a rough time, but they have to eat and our prices are reasonable,” she said. “Connie (Escobedo's sister and co-owner) and I encourage them. We listen to their problems and use lots of hugs.”
Escobedo is philosophical about success in hard times, insisting that consistent quality and customer respect are the best strategies in any economy. “We have customers who have moved away, but still come see us when they are in the area,” she said. “The young students are our most loyal customers; they are respectful and kind and bring their parents and friends to visit us.”
Escobedo's perennial advice to any business in any economy is three-fold: Treat customers politely and with a smile; Cleanliness above all; Avoid gossip. “It also helps to be involved in the community and the service organizations. such as the Chamber and church,” she added.
Jazzercise
Jazzercise is another Carlsbad-based fitness company that has done well in a down economy. According to Judi Sheppard Missett, the company's founder, Jazzercise has increased its franchisees from 7,500 to 7,800 in the last year. “The 2011 Entrepreneur Magazine Franchise 500 just came out, and Jazzercise ranks 17th overall and first in the fitness category,” Missett said. “The ranking is the highest among San Diego County-based companies.”
Like Patterson, Missett asserts that even in a down economy, people are reluctant to give up the fitness habit. “The fitness industry is about health and wellness and that is something that people don't give up easily, even during difficult times,” she said. “Jazzercise is a major component of many people's regimen, and is also a source of entertainment and camaraderie for our customers.”
But aside from being in a resilient industry, Jazzercise has refused to keep a low profile, despite the recession. The company hired more than 100 quality coordinators around the world to improve the quality of the classes by evaluating and coaching instructors and conducting workshops.
Jazzercise also opened more dedicated Jazzercise Fitness Centers. “By having dedicated centers, we can offer classes to accommodate our customers' busy schedules. When you teach at a rec center, for example, you are at the mercy of the facility's availability.”
Missett noted that the Carlsbad Chamber has proved a valuable tool for success as well. “We value our association with The Chamber and the information it continues to provide about our financial community,” she said.
But success also must be propelled by a passion for success and for one's chosen industry. “It all starts with a passion for your business. If you have that passion, you will have a great attitude and a strong belief in what you are doing,” Missett said. “It is that 'can-do' attitude that will enable you to stay the course.”
Missett's advice is don't be afraid of change. “If you have down time, take advantage of this time and make changes. Come up with new ideas and implement those ideas to stay ahead of the curve in your industry. We have been in business for 41 years, so we have been there through the ups and downs. We know how to navigate the highs and lows.”
The Lund Team
The recession has been hard on the real estate market, right? Not for Carlton Lund, paterfamilias of the family-owned and award-winning Lund Team.
Lund is rarely seen without a smile, even early in the morning. “That's actually my preferred time of day,” he said. “I start each morning reading four newspapers to ascertain changes in the business climate and adapt accordingly.”
It's Lund's ability to adapt to a dramatically changing market that is at the crux of his company's success in a recession. The agency recently won The Best of Carlsbad Award from the U.S. Commerce Association.
Lund assembled a team of professionals dedicated to help clients through the labyrinthine process of qualifying for financing. “Absolutely this helped us qualify more people,” he said.
Additionally, Lund hired a full-time, short-sale negotiator, who contacts banks on a daily basis. “In a time when people are firing employees we hired someone to stay on top of the legal changes, the government changes, affecting the real estate market,” he said. “It was necessary, not overkill.”
Lund credits the Chamber with a part of his success in a recession. “It's the ultimate networking machine. We bounce things off each other,” he said. “This is your refuge center.”
To other businesses struggling to stay afloat, Lund has plenty of words of wisdom. “Humor takes the edge off problems. Join the Chamber. Stay informed. Keep up on changes happening in your industry and all around. Life is change. Change is life and it's how you react to changes that determines your success,” Lund said. “Slow and steady wins the race.”
But the climate was markedly different for many Chamber businesses, which adhered to the adage that there is opportunity to be mined from adversity. These businesses successfully navigated the tepid economic waters and took their ventures into new areas by employing a potent combination of optimism, determination and business acumen.
Here are five companies that took their businesses from good to great in 2010.
ToeSox
The last 18 months have been bittersweet for ToeSox, according to founder Joe Patterson. The company markets specialty socks for yoga and other fitness pursuits. “We have certainly seen some of our clients go out of business and stop purchasing but by the same token other clients are maximizing their retail spaces and purchasing more,” he said. “We have been very lucky over the last two years as we have seen continuous growth year over year.”
Over the past 18 months the company has taken several innovative steps that have proved successful and profitable. They expanded the color line of one particular style of sock, and introduced a new running sock, broadening their target market considerably. They are in the process of developing a new Grip Glove product, and have employed an entirely new rotating display for their retailers.
ToeSox has certainly not kept a low marketing profile, either. At a time when many companies are holding on to their ad dollars and cutting back on PR and marketing, ToeSox has consistently sent out e-blasts, monthly newsletters and has maintained its daily messaging using social media.
In order to better serve their customers, they have brought on four new employees.
Patterson credits the Chamber's Pathways to Success program for a good part of the company's progress. “The program is a think tank where business owners get together semi-monthly, share ideas and give suggestions about each others' businesses,” he said.
The fitness industry, overall, is a resilient one,
according to Patterson.
“They say the alcohol industry does well in both good times and bad. I think the same can be said about fitness,” he said. “But it doesn't hurt that we are leading the development of a niche market that doesn't have a lot of competition.”
ToeSox is a prime example of a company that used the opportunities of a recession and a niche market to get aggressive and take the lead.
United Top Quality
Construction, Inc.
Joel Juarez, president of United Top Quality Construction, Inc. also has a three-pronged approach to taking his business from good to great in a recession. Juarez combined aggressive marketing with networking and a great attitude to make the last 18 months the best his company has seen.
“The last months have been excellent for me and my company,” he said. “I had a big project which I never had before. It was great and exciting for my company. I was busy with both small projects and big projects.”
Juarez put particular effort into his marketing in 2010, producing door hangers and flyers to distribute door to door in his target neighborhoods. He inserted flyers in the Carlsbad Business Journal, and put eye-catching logos on his work trucks.
“Networking through the Chamber has been great,” Juarez said. “When I started participating with the networking groups, it was to exciting to see people always with a big smile, pushing me to succeed. It's been positive in many different ways.”
As with most of the companies that have gone from good to great, Juarez invested himself deeply in a positive outlook and a passionate love for what he does.
“Attitude is the most important element of any part of my life, business or personal,” he said. “Tough times I handle as a lesson. I remember my father told me, that if you don't have any tough times you don't know anything. Now I understand we have hard times so we can learn. Tough times make you stronger. If you learn the hard part all the rest is piece a cake.”
Lola's 7-up Market & Deli
Located on Roosevelt Avenue, Lola's is a Carlsbad institution. The casual, family restaurant is overflowing with morning surfers in search of breakfast, skateboarding high school students grabbing a burrito on their lunch hour or after school, families, locals, tourists and regulars. Word of mouth on this place is formidable.
Lola's is one of those businesses that seem impervious to recession.
But Ofie Escobedo, who owns the restaurant with her sisters Connie and Frances, believes that in order to stay successful, one must maintain the set standards that customers have come to expect. “Our business has been operating since our parents opened in 1943, and we have continued doing what they taught us,” she said. “Service, affordable prices, kindness and helping the less fortunate.”
Loyalty is a huge factor in Lola's success. Escobedo takes loyalty seriously, both the loyalty her customers show her restaurant (just go to Lola's 'Yelp' page and count the five-star ratings and gushing reviews) and the loyalty Lola's shows their business community. “We are loyal to our vendors and our customers. They reciprocate in kind,” Escobedo said.
Since Lola's roots go deep in the Carlsbad community, Escobedo takes the plight of her customers personally. “Many of our customers are going through a rough time, but they have to eat and our prices are reasonable,” she said. “Connie (Escobedo's sister and co-owner) and I encourage them. We listen to their problems and use lots of hugs.”
Escobedo is philosophical about success in hard times, insisting that consistent quality and customer respect are the best strategies in any economy. “We have customers who have moved away, but still come see us when they are in the area,” she said. “The young students are our most loyal customers; they are respectful and kind and bring their parents and friends to visit us.”
Escobedo's perennial advice to any business in any economy is three-fold: Treat customers politely and with a smile; Cleanliness above all; Avoid gossip. “It also helps to be involved in the community and the service organizations. such as the Chamber and church,” she added.
Jazzercise
Jazzercise is another Carlsbad-based fitness company that has done well in a down economy. According to Judi Sheppard Missett, the company's founder, Jazzercise has increased its franchisees from 7,500 to 7,800 in the last year. “The 2011 Entrepreneur Magazine Franchise 500 just came out, and Jazzercise ranks 17th overall and first in the fitness category,” Missett said. “The ranking is the highest among San Diego County-based companies.”
Like Patterson, Missett asserts that even in a down economy, people are reluctant to give up the fitness habit. “The fitness industry is about health and wellness and that is something that people don't give up easily, even during difficult times,” she said. “Jazzercise is a major component of many people's regimen, and is also a source of entertainment and camaraderie for our customers.”
But aside from being in a resilient industry, Jazzercise has refused to keep a low profile, despite the recession. The company hired more than 100 quality coordinators around the world to improve the quality of the classes by evaluating and coaching instructors and conducting workshops.
Jazzercise also opened more dedicated Jazzercise Fitness Centers. “By having dedicated centers, we can offer classes to accommodate our customers' busy schedules. When you teach at a rec center, for example, you are at the mercy of the facility's availability.”
Missett noted that the Carlsbad Chamber has proved a valuable tool for success as well. “We value our association with The Chamber and the information it continues to provide about our financial community,” she said.
But success also must be propelled by a passion for success and for one's chosen industry. “It all starts with a passion for your business. If you have that passion, you will have a great attitude and a strong belief in what you are doing,” Missett said. “It is that 'can-do' attitude that will enable you to stay the course.”
Missett's advice is don't be afraid of change. “If you have down time, take advantage of this time and make changes. Come up with new ideas and implement those ideas to stay ahead of the curve in your industry. We have been in business for 41 years, so we have been there through the ups and downs. We know how to navigate the highs and lows.”
The Lund Team
The recession has been hard on the real estate market, right? Not for Carlton Lund, paterfamilias of the family-owned and award-winning Lund Team.
Lund is rarely seen without a smile, even early in the morning. “That's actually my preferred time of day,” he said. “I start each morning reading four newspapers to ascertain changes in the business climate and adapt accordingly.”
It's Lund's ability to adapt to a dramatically changing market that is at the crux of his company's success in a recession. The agency recently won The Best of Carlsbad Award from the U.S. Commerce Association.
Lund assembled a team of professionals dedicated to help clients through the labyrinthine process of qualifying for financing. “Absolutely this helped us qualify more people,” he said.
Additionally, Lund hired a full-time, short-sale negotiator, who contacts banks on a daily basis. “In a time when people are firing employees we hired someone to stay on top of the legal changes, the government changes, affecting the real estate market,” he said. “It was necessary, not overkill.”
Lund credits the Chamber with a part of his success in a recession. “It's the ultimate networking machine. We bounce things off each other,” he said. “This is your refuge center.”
To other businesses struggling to stay afloat, Lund has plenty of words of wisdom. “Humor takes the edge off problems. Join the Chamber. Stay informed. Keep up on changes happening in your industry and all around. Life is change. Change is life and it's how you react to changes that determines your success,” Lund said. “Slow and steady wins the race.”