Support for this podcast comes from Goldman Sachs companies in the top portal, for ethnic diversity are thirty, three percent more likely to have industry leading profitability and those in the top quartile for gender diversity or twenty one percent more likely to perform. This data was the catalyst behind law with she s a five hundred million dollar investment strategy that continues to focus on increasing access to capital for women, black Lahti, necks and other diverse entrepreneurs learn more at GS, DOT, com, slush launch with She s, friends, listeners community, what's up welcome back the suicide of school, and I am your host critical about now. A two days ago episode poor seventeen. We had the epic story that tied together, french bulldogs, the Bt Q, community print on demand and drinking an entire box of red wine. In that story, the personally featured Lisbon really went on to make six figures from her. Pronoun demands

us all, but the initial motivation was just to save enough money to acquire that french bulldog. We know the people have kinds of motivations for starting all kinds of projects, whether motivations Europe today is something we haven't discussed before at least not quite like this. It's the story of two brothers in Canada, one of them had been work in the construction industry, but then was unable to continue because of some health issues. So, together with his brother, he opens a high quality leather shops, goods locally and online. But the stories as much, his brother as it is him, because it's the brother, Who has the idea to pitch in and help out in a creative manner, stay tuned I'll, tell you all about it in just a moment, restoring comes from two brothers Luke and Jake Goodridge in Ontario. Canada look works in retail, a job that comes with inconsistent

hours for a number of years. His elder brother Jake had a small construction business, but due to some health problems, he had to re, evaluate Jake, didn't wanna stop working with his hands. We also wasn't sure what he could do It was Luke who had the idea to start a leather shop, making custom leather, dog, collars, personalize, camera, straps and belts. They also grew to sell dog, leashes key chains, but covers and guitar straps, basically all things whether accessory wise, they called it old country, leather and opening it up allowed Jake to work at its own pace and energy levels still using his hands, but without having to do any heavy lifting Lucan Jake had both the other items they'd seen in stores were low quality. The options were limited, so they already had an idea of what they wanted to do differently Someone who's always enjoyed art and, being a maker Luke does the design for the shop. He sketches out images and transfers the pattern to letter even uses a special knife to cut it slightly, which is how it holds the impression, and then

were and nails to finalize. The artwork meanwhile Jake uses on high quality hardware to put the items together. He does the sewing with thick thread they both when applying for their products to last a long time not like the poorly made goods they seen in the shops old country letter started by saying to friends and family, which was a good way to get honest, be back and iterate. Then they saw the local market, which was promising because they made a thousand dollars in a weekend. However, once more problem, they live in a rural area, so that market is only open once a year. They knew they'd have to. Based on online sales if they wanted to have any chance of making a sustainable profit, that's what they did in their on without that sustainable profit. Averaging around fifteen hundred dollars a month so farther too much of that money and equipment that will help them produce more quickly without cutting corners on quality. They sent it time. Management has been their biggest challenge, but once they get more equipment they should be able to be more efficient.

In addition to buying that equipment. The brothers plan to use Jake's construction background to make a wooden mobile market stand that looks, rustic can fit in a trailer and then be easily reassembled just will at once a year market in their town. There also some nearby weekly market in the summer they may try to go to if it works out. Sometimes side us was conserve a deeper purpose than just making money. In this example, it allows Luke to work in a peaceful setting with his brother, who he says his best friend and it gives Jake a chance to work with his hands at its own pace and energy level? Look is able to use his artistic side while Jake deploys is construction skills. Maybe this example is also a reminder that when you experienced a challenge, perhaps ask yourself: is there an opportunity here as well? What can I learned from this? What can I take away? How can I apply this experience with this challenge something else they might end up actually being better. That's what the good rich brothers are finding in their small town in Ontario. Canada is one of the thing I wanted to point out from the story.

With him about challenges. They also mentioned that educating customers about genuine leather can be a bit of. Appeal battle, because so many people and companies are selling cheap leather belt and accessories some Ten, our belts say genuine letter, which is actually a low quality version of leather. Meanwhile, all country cells for grain, leather, which is much stronger and last much longer, they expect their belts to last for twenty years, whereas the cheap belts cracking peel and last maybe a year. So.

So they have a much higher quality product. They you oughta, cutting and dying themselves are basically do everything from scratch, but, like I mentioned, sometimes it's hard to educate your customer or your prospect because they don't know the difference so usually as part of your messaging. For something like this, you wanna highlight why your product is so much better than you wanna talk about that ten dollar bill. It's gonna appealing crack within a year, whereas the product you could go home with might last twenty years, something you can be proud of its nigger I enjoy putting on or whatever the case may be, depending on the product, your sign. So if you are selling something that is significantly better than other things on the market and if it naturally comes at a higher price, you just have to be prepared to present that difference and highlighted like right from the beginning. So people understand oh here's. Why should pay more? Ok, that makes sense. It's not a fair comparison to take their really cheap belt and compared to something that is much higher quality.

But if I dont know as a prospect as a potential customers are going to look for about I'm probably gonna choose the tenor option or whatever the cheaper one is so dont forget. Sometimes we can get caught up in being in our own world, our little world of making belts or whatever it is. We do and we forget that most people don't have the same background. They dont have a context like worthy export, anything that we're making. So we need to simplify. We need to clarify me to focus on benefits and educate the customer about why our product is better, I hope you enjoy the story. I like how these two guys are working together and have found a way to do something: creative and for over there remember, inspiration is good, but inspiration with action is so much better. If you wanna check out country leather, or see the shadows for today's episode. Just come to satisfy school dot. Com, Slash bore nineteen, that's for one night tomorrow I'll be bringing you that weekly recap where you look back on some of the highlights the week as well as respond listener emails, invoice males

Until then, we will have a wonderful day, I'm critical about precisely school.