Name of your website?VOLCANIC EARTH
Your name?
Linda Trenkner
Your Location (city, etc)
Port Vila, Efate Island.
Please give us a short summary of your website?
Volcanic Earth is a local manufacturer and exporter of "volcanic organic" skin care products. Our products are all natural which means that they are devoid of any chemicals, artifical preservatives or colorings. We also incorporate the use of real volcanic ash into our flagship all natural "Elementals" skin care range. The ash is used in our foot scrubs and body scrubs due to the cleaning, purification and exfoliating qualities of the ash. We also designed the "Authentic Ash Shirt" as part of our "Ash Clothing" range. Our website is designed as an online store for our retail customers around the world and for our ever-increasing number of dropship resellers.
What inspired you to launch your own website?
It seemed to us that it was a crucial tool to reach a wordwide audience, as Vanuatu is located in South West Pacific, a long way from countries such as the USA, Canada, Europe, the UK, Ireland and so on.
When we first started out, the rest of the world didn't have a clue where Vanuatu was or they were still calling it the New Hebrides!
When did you launch your first website, and what was it?
I helped my husband launch a website back in 2003 and it was called Divorce and Women (http://www.divorceandwomen.com). It's still going and we are in the process of revamping it, as it gets a significant amount of traffic. The next major website I helped launch was the Volcanic Earth website.
How did you decide on a name for your website?
Vanuatu is located within what is known as the Pacific Ring of Fire and has around 9 active volcanoes, including Mt. Yasur which is regarded as the most accessible, active volcano in the world. We wanted to harness the normally destructive power of volcanic ash and turn it into a positive. We did this firstly by producing the Authentic Ash Shirt as part of our Ash Clothing range, incorporating real volcanic ash into the design. After learning about the skin car benefits of volcanic ash we launched our "Elementals" skin care range and have never looked back. The indigenous Ni Vanuatu traditionally believed that volcanoes where the home of spirits and that these spirits lived deep within the earth. The name Volcanic Earth seemed to us to reflect this connection to the earth and our intention to use of volcanic ash in our products.
What makes it different from other, similar offerings?
There really aren't similar offerings. We are the sole manufacturers of volcano-themed t-shirts and lava lavas (sarongs) and the only company that uses real volcanic ash as a mild but effective exfoliant in our foot and body scrubs. In addition, we have developed a range of natural skin care products based on the magical healing properties of Tamanu Oil. Very few manufactuers have done this.
What is your eventual goal? (To sell it, keep it for income, secure a book or other mainstream media deal?)
At our age, the eventual goal will probably be to sell the business. Our children have their own careers and do not work in the business and we want Volcanic Earth to be a named brand long after we were gone.
How does your investment of time and money balance against your success?
We're very happy with our success but we don't rest on our laurels. Our time and money continues to be reinvested in the business and while it has been a significant investment, it has paid off. Taking an idea and starting a business from scratch is tough but not only have we have managed to do this, we now have hundreds of resellers around the globe.
If you had an unlimited development budget for development, how would you change your site?
We would build a volcano-themed park for adults and children alike. It would not only house our manufacturing process but be a significant tourist attraction for visitors to Vanuatu. Cruise ships passengers would also get to touch and feel volcanic ash, see how we manufacture the products and buy some on the way out! We would also look at setting up Volcanic Earth shops and spas around the world.
If your site got really big, really quickly, would you be able to keep up with the demand?
Yes but we would need some lead-up time. More equipment, a bigger factory, more staff and so on. The way it is now, we can pace our growth which is what we prefer to do.
What unexpected costs and headaches have you had to deal with?
One unexpected cost has been the high cost of broadband Internet connection as compared with most countries. Here the monthly cost for broadband is around 17,000 Vatu - that's about $170 US!
When it comes to unexpected headaches, it is the lack of infrastructure here and the laid-back attitude of the indigenous population. They live in paradise by the sea and live largely in what is called a "Custom Economy". In other words, barter is used. They have their gardens, tend their pigs and chickens, weave mats and bags and otherwise take it pretty easy. In many ways they have what white people bust their butts working their whole lives to achieve. So, it can be hard at times to get something done in a hurry as they don't see any importance in hurrying! Ah, I wonder who's right and who's wrong...
What has been your biggest challenge?
Freight has been the biggest challenge as Vanuatu is a developing country. It's infracture is poor and there are no direct flights to the United States and most other places. Freight costs are high as a result but we have managed to deal with this in a way that seems to be acceptable to the buying public.
What method has been most successful for promoting your website?
Our Dropship program has undoubtedly been the most successful method for promoting our website outside organic SEO. Other companies have us listed as dropshippers and they send a lot of people to us who want to become resellers.
How has running your website differed from your expectations?
It's a lot of work as it is never finished. You have to keep working your website, adding new content, writing articles and fileding emails. It's a fulltime job for a number of people and far more time consuming that I ever expected.
How long have you run the site already, and how long will you continue to keep it up if you don't enjoy big gains in traffic, income or popularity?
The Volcanic earth website has been running since early 2004. If there ever comes a time when we don't enjoy big gains in traffic, income or popularity it means that we're either dead or the Internet is!
If a person wants to become a Volcanic Earth Dropship reseller, where do they go to find out more?
It's all explained if they visit our special resellers page which can be found at http://www.volcanicearth.com/resellers.html. Alternatively, interested persons can email us at info@volcanicearth.com.
What is your website address?
VOLCANIC EARTH
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