I first learned about The Original Runner Company when they graciously donated a runner to Get Hitched Give Hope in 2009.  I was really impressed with the company’s customer service and thorough communication.  And – everyone we worked with was SO NICE.  Recently I got wind that  Julie Goldman, owner of The Original Runner Company, had gone head to head with 5 cutthroat potential investors on the TV show Shark Tank. I was BLOWN AWAY with how knowledgeable Julie is.  She knows her business inside-n-out and was so confident with all of the tough questioning on the show.  (Make sure to watch her in action on this clip of Julie on Shark Tank.)  Julie knows her market and her company’s place in the industry.  Clearly, this has led to great success at The Original Runner Company.

Julie Goldman
Owner, The Original Runner Company
Montclair, NJ
www.originalrunners.com
Established 2003

Why did you start your business?

When I was planning my own wedding I really needed an aisle runner to cover the truly hideous carpeting at the venue. I thought it would be simple to get a basic fabric aisle runner but what I found was only paper or plastic aisle runners for sale. My florist said she could buy some fabric and create a plain 50 foot white aisle runner but the cost would be $600. I had always been crafty so I thought I would make something for myself and that is exactly what I did. I tea stained and hand painted fabric to match my autumnal theme and it worked out beautifully. The idea was born and I decided to try putting up a website offering quality non-slip fabric aisle runners in dozens of many colors, patterns and customized for each couple. Within three months of launching the business I was asked to create aisle runners for Lifetime TV and The Bachelorette TV wedding of Trista & Ryan. That was 7 years and 20,000 aisle runners ago and business is still booming.

What book do you recommend to new business owners?

My absolute favorites are:

“Switch: How to Change When Change is Hard” by Dan & Chip Heath

“Conquer the Chaos: How to Grow a Successful Small Business without Going Crazy” by Clate Mask & Scott Martineau

“Duct Tape Marketing” by John Jantsch

Do you have any cool goal-setting tips to share with us?

In order to stay a leader in our field, we try to stay innovative and creative with our aisle runners. We begin planning for a summer wedding season almost a year before by determining what products we may want to introduce for the coming season. We are already brainstorming for summer 2012. We do this by looking at trends in the bridal market and then using these projections to create new patterns and aisle runner designs. In April 2011 we introduced a line of nine new Damask and Glittered aisle runners that had been in development for over 9 months. Since launching this new line, we have already sold out of several colors and have seen a significant increase in our revenue due these products alone.

What do you find to be the biggest challenge as a business owner?

Although I have a staff of 12 employees that create the aisle runners, I do not have a partner and making all the critical planning and business decisions alone can be challenging. Whether it is hiring new employees, developing a new product line or redesigning the website; it can be overwhelming to make so many daily decisions that affect the trajectory of the business alone. It is critical to have people to bounce ideas off of and to assist you making the really tough decisions.

If you were starting your business all over again, what would you have done differently?

Hmm, that is an interesting question. I am not sure that I would do too many things differently because I have learned so much even through my missteps. I would say that I have gained some great business experience from the recession. I have learned the importance of having a cash reserve that will keep your cash flowing even in rough times. We were very fortunate to have been profitable since the business launched in 2003 therefore we were able to continue to serve our clients even when sales slowed a bit in 2009.

Thanks Julie!

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