Shifting Gears: The Initial Steps

Houchin began her professional journey as Chief Operating Officer of a family-run software company, where she honed her skills in identifying opportunities and operational logistics. However, the personal challenges she faced, including her father’s battle with lung cancer, prompted her to seek a more meaningful path. In 2013, inspired by a friend’s suggestion, she ventured into the world of roadside fruit sales in South Carolina.

In a bold move in 2014, Houchin, accompanied by her son Finn, fully committed to the business, acquiring significant inventory and opening 100 standalone peach stands in one season. Utilizing her experience from the tech industry, she managed logistics and crew, learning on the go amidst numerous failures.

Learning Curve and Business Strategy

Houchin’s foray into entrepreneurship was largely self-guided. Lacking existing resources or guidelines for operating roadside stands, she relied on her background in software and business acumen to establish the necessary processes. Through trial and error, she developed a comprehensive business model that now provides a blueprint for aspiring roadside fruit vendors.

“Everything I know now — every system, process, pricing model, sourcing tactic, sales script and stand setup — I created on the fly,” she explains.

Realizations and Challenges

One of her significant early challenges included misjudging inventory needs, resulting in substantial losses. This experience taught her invaluable lessons about demand forecasting and inventory management, leading to the implementation of a ‘just-in-time’ inventory system that ensures freshness and efficiency. Today, exposure to community needs has underscored the importance of local sourcing and direct consumer interaction as a core aspect of her business.

The labor-intensive nature of the business, particularly during peak summer months, requires long hours, but the rewards are evident in the joy the stands bring to the community. “We sell happiness. It just looks like peaches,” Houchin says.

Business Growth and Future Directions

Roadside Republic not only turned a profit within its first week but also demonstrated remarkable growth beyond the initial summer peach season. As the business expanded, it evolved from a seasonal operation to a year-round entity, introducing mobile farmers markets, farm box subscriptions, and even product development.

With revenues climbing, the company recently celebrated a milestone $50,000 month outside of the traditional peach season. The current operations focus not only on boosting sales but also on strengthening community ties and promoting local agriculture.

Daily Operations and Community Engagement

Shannon typically begins her day at 5 a.m., handling content creation and logistics before managing sales and customer interactions throughout the day. Coordinating numerous stands and mobile markets contributes to a demanding but rewarding work schedule, with six operational days weekly and a focus on neighborhood engagement throughout the year.

Valuable Insights for Aspiring Entrepreneurs

For those considering a similar entrepreneurial path, Houchin stresses the importance of immediate action, advising, “Sell something today. Not after your logo is perfect. Just take it to market and talk to a customer.” Her journey illustrates that clarity and understanding of the market often emerge after the first sale.