Deep Ecology in Haleiwa Hawaii

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Deep Ecology

Client:	Deep Ecology
Address:	66-456 Kamehameha Hwy
City:	Haleiwa	State: Hawaii	Zip: 96712	Country: USA
Phone:	808-637-7946	Fax: 808-637-8667	Toll Free: 800-578-3992
Email:	Click here to send email
Website:	Deep Ecology
Location:	Click here for map of location
Description:	Initially our company was named "Flippers Scuba". A total capital investment of $8000 was used to purchase a van ($1200), equipment ($5000), advertising ($400) and misc. expenses. With this investment we anxiously waited for the phone to ring. Ring it did, but few and far between. It wasn't long before the other partners dropped out and I ran the company. The first 2 years I did nothing but read and focus on business. This was definitely not my first love, but I saw this investment in time as necessary. Every penny made was put back into the company. I traveled to the other islands and dived with companies I knew had solid reputations, such as "Ed Robinson's" on Maui and "Bubbles Below" in Kauai. To their credit they allowed me to dive at a cut rate while I was admittedly observing and documenting their way of doing business. I was then and am now impressed. Much of what we do now is based on the observations I made then. In the beginning, we had no retail shop and I was uninterested in having one. I felt that the time invested in retail would undermine the commitment I made to top rate service. After a year and a half the business began to show signs of success. Debts were being paid off and I was supporting myself, and one full time salaried instructor. Things were good and getting better. Then an opportunity arose to bring in an investor to fund the addition of a retail location. The way I looked at it, he would run the retail side under our name (which I controlled) and retain the retail profits. I would continue to run the service end of it and hold profits. The investor seemed quite serious and commissioned me to compile a budget, business plan and to find a retail location.

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