A recent news article out of Lubbock, Texas profiles a woman who owns and operates (with her husband) the Glazed Honey Ham Co (read the article). This small but thriving business has been in operation for 20 years, but there are a few interesting points to note for anyone looking to build a business with long-term potential.

First, the article itself was written to announce the business’s appearance on a national Food Network TV episode. The newspaper article and TV episode…all free marketing! But the odds are that the multiple volunteer positions the owners hold and their involvement in the local community allowed them to develop the relationships to get this level of exposure. It is not enough to just run your business if you want to be wildly successful. Get involved. Find issues that interest you and get on the non-profit boards. Use your power as an entrepreneur for good, and that goodwill will come back to you in spades.

Note that one of the few direct quotes from the business owner is a direct plug for the sandwich portion of the business. This interview was conducted by the local media, most likely in response to a press release put out by the Ham people. The owner took that opportunity to set a clear objective – increase local traffic for the lunch service – and likely succeeded in doing so. In addition, the business’s ability to ship ham and turkeys throughout the country is clear. In one article, this owner was able to target each of the company’s major income streams. When you have an opportunity to talk with the media, be prepared with your objective – the clear message you want to be sure reaches your market.

The final kernel to take away from this article is that perhaps the “doing what you love” advice that is so prevalent in startup how-to articles is not the absolute necessity some would have you think. It is hard to believe that this couple just loved ham so much that they couldn’t resist working with it every day for 20+ years. More likely, they saw a need in the market, planned a viable business around it, and used their experiences as accountants for other businesses to build a venture that would sustain them throughout the rest of their professional career. The owner is quoted, “We loved the idea because it was a business where people were doing something they wanted to do – they were having a party, or they were having family.” No mention of loving ham there.

The odds are that these entrepreneurs could have been equally as successful with a flower shop, a catering company, or running a bowling alley. Doing what you love is a broad notion. While you shouldn’t choose an industry or business type that you can’t stand, you also should not limit yourself to the things you do as hobbies. Serving customers who are “…doing something they wanted to do…” is actually a pretty good place to start in looking for the right business idea. More importantly, first-time entrepreneurs need to build their fundamental business skills. The business of startups is business…no matter what the day-to-day operations turn out to be.

Start here. Go far.
LaunchX.com