On this episode we chat with Scott & Abby Noroozi, owners of The Green Nursery.
The Green Nursery is a baby boutique with a brick and mortar shop in downtown Bloomington, Indiana and a national renowned online store.
What began as a natural herb remedy shop in 2007 has morphed into a baby store with a cult following of cloth diaper aficionados. Theirs is the story that every entrepreneur wants to tell. A good idea, turned into a fledgling business, turned into a great idea, that exploded into a healthy profitable mature business.
Here are some highlights:
How did The Green Nursery start?
Scott & Abby started how so many great entrepreneurs do. They jumped in with the idea they had, offering herbal remedies and tinctures. But very quickly they made another great business decision, they followed a path that presented itself and tried that as well, selling organic baby product and cloth diapers. Ultimately, after a year of both ideas occupying the same amount of storefront space, they focused on what they knew made the most business sense. Offering high quality ecofriendly slings, diapers, toys, and all things baby. Barefoot Kids became the sprouting seed of their current business.
Was there a single moment that they knew The Green Nursery was getting big?
Black Friday is what did it, that super consumer day when America says CONSUME, buy like your life depends on it. That year they had switched the name of the business to The Green Nursery, Optimized their online marketplace, and offered sales and giveaways in line with what other businesses were doing. The sales almost broke their site and overwhelmed their process. They were perfectly happy to have those problems.
What are some lessons Scott & Abby learned while building The Green Nursery?
Lesson 1 for Scott and Abby is to stay focused. To remember what’s working and what brought them the success they enjoy. For TGN, that’s cloth diapers. They offer many other great products but the focus is on that.
- Use Awesome Customer Service to Compete with Retail Giants
Since the 1990’s huge box stores like Wal Mart have offered large arrays of products at bargain basement prices. In their wake, small businesses of all kinds have struggled to gain market share and thousands have ultimately had to close their doors. The online world has it’s own giants. The most formidable is Amazon. Like other big box stores, Amazon offers ease of purchase in a way that smaller retailers just can’t. So the Green Nursery focuses on what they can do. Creating the experience of a local boutique in their online space. That experience starts with actually understanding their customers.
- Do you hire talent or the right people?
For Scott and Abby there’s no perfect answer but it their experience, the right people generally work better than the right skills.
- When do you hire?
Every new business owner goes through an evolution of when is the right time to hire. First, you think that the money will just be there and you’ll know when the time to hire is right. Then you feel like you’re drowning and just have to take the leap. Now that they’ve gone through that experience a few times, Scott & Abby have learned when and how to hire, before they’re drowning.
Special thanks to Scott & Abby Noroozi for taking the time to share their story with us.
You can find them on the web: HOME PAGE – CLOTH DIAPERS – BLOG
- Editing & Production by Jeremy & McKenzie Goodrich
- Music by Ulrich Schnass
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