We Tell Your Story To The World
We Tell Your Story To The World
Terrell Miller – Rancho Media
One of my favorite things about talking and networking with other entrepreneurs is learning about the almost endless opportunities that exist for niche businesses. I constantly find myself shaking my head and grinning “wow, I had no idea there was a business niche for that.” I met Terrell Miller on an online forum for domain name investors and have been impressed with his understanding of domains, search engine optimization, and other aspects of doing business online. It was later that I discovered Terrell was actually a successful business owner providing software solutions to help folks manage their animals… e.g., cattle and horses.
MO:
Terrell, you seem to have combined two passions: software development and love for animals. Which came first and how has the blend of passions helped build your business?
Terrell Miller:
My wife (Penny) and I were approaching graduation from Texas A&M University in 1999, her with a degree in Agriculture Leadership and me with a degree in Business/Information Systems. I had job offers in the large cities while her experience was in rural areas. Finding a location that would offer each of us satisfying career paths was difficult. We decided that since we couldn’t find our dream job we would have to create it.
Our first product was a software application for cattle ranchers to manage their beef cattle, based on a program we created in college. We later added software for Texas Longhorn cattle and horses. The income from the software businesses has funded our expansion into websites and domain names.
MO:
Do you outsource things like the web design and online marketing for EquineMax.com, or is this something you take on yourself? Among the many other aspects of running a business…
Terrell Miller:
The web design, customer management system, and online store were all developed by freelancers. Over the years, I’ve been able to build a network of go-to people for specific technologies. My keys to success with freelancers are 1) Treat them just as you would someone in your office 2) Be hands on to clearly communicate goals but know when to step back and let them do their job 3) Cheapest isn’t always the best
Since going to online-only advertising, after running 50+ print publications a month, Penny and I do all of the marketing ourselves. The bulk of the marketing is Pay-Per-Click (PPC) management and conversion rate optimization on our website.
MO:
My wife and I started off with no animals lo so many years ago… then came the first puppy, and then the next… we are now up to 3 dogs, 2 cats, chickens, turkeys, a tortoise (no, seriously), and now… 4 horses… at what number of horses does a person become a good candidate for EquineMax.com ? Our current level of equine management sophistication is when my wife gets home and says “honey, did you feed the horses today?”
Terrell Miller:
Wow it sounds like you have a real animal farm. Horse owners with as few as two horses use our software, with the big determining factor being the level of detail they need to keep. Some owners like to extensively document shoeing, dental, treatments, and tests. Others may show or compete and want to keep up with their wins. As a horse owner, you know how much horses cost to maintain and our software can help provide the peace of mind by knowing you have good records in a central location.
One of the unique things about EquineMax is the diversity in customers. We may receive an email from a customer 10 miles from our house and the next email from a equine manager for a sheik in Dubai. Between our cattle and horse software, there are cattle ranchers and horse owners in all 50 states and 56 countries keeping their records with our software.
MO:
I’ve read some of your ideas on how to get your product in front of potential customers, are there any techniques or strategies you can share for other entrepreneurs looking for solid marketing ideas?
Terrell Miller:
We are in such a time-deprived society now that it’s tough to get in front of potential customers. When you do get that chance, you need to quickly answer their #1 question – “What’s in it for me?”.
Despite the recent economic downturn, it’s not about having the lowest price as that’s simply a race to the bottom. Customers will still pay for a quality product that solves a problem. It’s up to you as an entrepreneur to communicate that your product does what the customer needs.
Having a good website, on a good domain name, with good search engine optimization, is essential for most businesses today. A website is a lot like a sales person – it has to be nurtured, evaluated, and nurtured more. So many businesses make the mistake of designing a site and not touching it for years. It’s essential today that businesses continually optimize and test their website for conversion.
MO:
During the course of this interview, I discovered you are the owner of the website: PaintHorse.com. Would you believe… that is exactly the type of horse I have had my eye on for when we get a horse for yours truly (me). Perhaps you’ll let me guest post on your site once I’m the proud owner of a paint horse?
Terrell Miller:
The Paint Horse is a beautiful breed of horse. I chose Paint Horses because, as with my Texas Longhorns, I like a breed of animal that I can look across the pasture and know which animal is which. My 18-month old son has several stuffed paint horses in his room.
PaintHorse.com is a work in progress that I hopefully will get around to giving the treatment it deserves. You are certainly welcome to submit some photos or articles!
MO:
Longhorns… you are a Texan that actually has longhorns… what little-known fact can you tell us non-Texans about these cool looking creatures?
Terrell Miller:
They are truly magnificent animals. A little known fact is that the Texas Longhorn breed was once almost extinct until conservation efforts in the 1920’s. Nowadays, Texas Longhorns can be found throughout the country as they are prized for their beauty as well as their lean meat. Ours are gentle enough that they will eat from your hand – but do watch those 6+ foot of horns!
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