Invented a world-leading shoe for horses, sells in Europe, USA, Canada, NZ, and Australia through 500+ stockists. Growing the team from 2 to 11 FTE since starting in 2015. With only 5 competitors, sales have grown 25%-125% p.a. (Annette Kaitinis)

Aug 23, 2020

In this episode, I interview Annette Kaitinis, the Co-founder and Director of Scoot Boots Pty Ltd, Australia’s only manufacturer of equine hoof boots for barefoot horses. In 2015, she formed a business partnership with her ex-farrier, Dave MacDonald, who in invented a shoe for horses. After patenting and eventually selling that, he teamed up with Annette to launch the latest business, which has seen annual growth of 25% to 120% in each of the last three years after massive first-year growth. 

With only five competitors in the world, they sell through over 500 stockists in Europe, the USA, Canada, New Zealand, and Australia (This is their smallest market). They went from 2 team members to 11. They grew organically with profits going back into the business to improve its processes and products and produce new sizes and accessories. Their manufacturer in Indonesia is able to produce in excess of 500 pairs of Scoot Boots a day, or in excess of 180,000 each year. The Indonesian company also warehouses and ships most of their orders. 

They've invested heavily in systems and technology with a big focus on excellent customer service experience. Outsourcing marketing initially is key, and they felt they had succeeded when they bought and moved into their warehouse. She believes the hardest thing in growing a small business is the first two years, and the advice she would give herself on day one of starting in business is, “Get help. It’s so important to get someone to assist and advise you” Stay tuned as Annette graciously shares her amazing small business journey.

This Cast Covers:

• Disrupting their industry by manufacturing equine hoof boots that are healthy alternative options.
• Serving huge markets in the United States, Canada, Europe, Scandinavian countries, New Zealand, and Australia.
• Designing their product to solve a major hoof protection problem.
• Being in an emerging market with only five competitors worldwide.
• Experiencing 1000% growth one year after their launch and shifting out of the startup stage into a growth stage.
• Continuously tweaking their product, manufacturing accessories, and the challenges they’re facing during the COVID-19 pandemic.
• From a two-man show to building a team of 11 employees and how systems and processes have helped make operations easier.
• How they had to outsource their marketing to a digital marketing agency during the startup stage and why they’re handling it themselves now.
• The successful strategy of growing their business slowly.
• Moving into their new warehouse, scoot boots being worn by mounted police at the SuperBowl final, and other success moments.
• The value of taking control back by handling their marketing in-house and focusing more on Facebook marketing.
• Getting various grants and growing the business solely from cash flow.
• The pain point in ensuring customers have the correct sized product.
• Improving their product and consistently ensuring the best customer experience.
• The excitement of running the business and loving the entrepreneurial journey.
• The challenges of trying to work on the business rather than in it.
• The importance of staying inspired, focused, and passionate about the product one is selling.
• Recruiting wisely to get people who are much smarter and share in the passion.
• Building a sustainable culture by allowing the employees to grow in the business, bring a lot to the table, and learn while working.
• Learning constantly from different channels and networking.
• The value-added from winning numerous national and international awards, and getting mentors.
• Dealing with the hardships that come in the first few years of starting a business.

Additional Resources:

• The E Myth By Michael E. Gerber
• The Mentor with Mark Bouris

Music from https://filmmusic.io "Cold Funk" by Kevin MacLeod (https://incompetech.com). License: CC BY (http://creativecommons.org/licenses/by/4.0/