From Poop To Profits â Transcript - Izzit.org

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3Joe would do, is he would basically come in and he would test it, he would analyze it, hewould scrutinize it, and to the point to where he was almost offensive. And I’d write himanother check, and I’d write him another check, because as I started watching ourprocess, as we was learning, he was learning, as we was learning, he was challenging usto do more, and consequently, it shows up in the marketplace.We’ve developed eight different product lines, and now we’re even growing that in to beprobably ten or twelve by the end of the season. The Dairy Doo obviously is our baseproduct. We’ve got that kind of down to a science. The Dairy Doo is basically calf pinmanure, ah dairy cow, any kind of manure that we can get out of a dairy herd, or a beefherd. We’ve probably taken this to a level that nobody else has probably looked at, andwe’re probably a little more meticulous about it. We can make a very nice compost, andit’s a lot more stable than what most people even recognize. If we’re going to make, gothrough this much time and effort, this much energy to make a product, we feel we haveto be the best on the marketplace.It’s interesting, that’s the thing. It’s fun! When you can take a raw product, that had novalue, and turn it into a product that has extreme value in the marketplace, from largeproduction agriculture, to small production agriculture, to homeowner, to garden, golfcourses, its wide open.MICHELLE: Successful entrepreneurs never take their eyes off the customer’s needs.Customers’ freedom to choose in the market keeps the entrepreneur on target. Theentrepreneur’s freedom to innovate means the best for customers. You might say thefertilizer of entrepreneurship is freedom. Kathleen Cantrell has found ways tosuccessfully compete. She works hard. Her business creates jobs. And if she doesn’tcover her costs, she’ll fail.Brad Morgan could have failed, too. But he refused to accept government subsidies.Instead, he bet on his own ability to turn a waste into a profit. He offered gardeners a highquality product, and another choice. He took a big risk investing his money up front. Butin the end it paid off. Brad’s compost is in such demand, he partners with other farmers tomaximize production.BRAD: Well, our goals when we first started this business, we thought if we could sellthirty-thousand dollars worth of product, we would be just tickled pink. Our goals for thisyear will be well over a million and a half. That’s not a big company, but there’s anopportunity out there.MICHELLE: By “out there,” Brad means the free market, where people can choose. Ifthey don’t choose his product, he fails, but the customer wins either way. Brad servestheir needs, or his competitors will. If government doesn’t create too many barriers, Bradcan succeed. His customers will reward his hard work and risk with profit. It’s calledcapitalism. And it’s that simple.3
4BRAD: And then, when that checkbook doesn’t balance, and there isn’t enough moneyto go around, and I mean, you’re constantly fighting the financial battles that we wasfighting, it puts a lot of stress on the family. On the other hand, I look back today, and Iwouldn’t rewrite that book for no love nor money.Are we successful? Yeah, but I’m not sure it revolves all around money. My successwill be measured when I’m long gone. I have visions of a grandchild or two, or three,actually being involved in something that I built. If you have a vision, go for it. Ifanyone of these kids come up with an idea or a project, I’ll support them a hundredpercent. But if you’re going to do it, do it, and do it well.MICHELLE: Do it well. Pursue your vision. Given the incentive, and the freedom toinnovate, entrepreneurs enrich themselves, while making the world better for all of us.For a list of additional resources to use with this video go towww.izzit.org/products and click on the From Poop To Profits video.4
Page 1 and 2: TRANSCRIPT2002 Filmore AvenueErie,
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