ENTREPRENEURSHIP PROGRAM HELPS SPAWN NEW OUTDOOR EQUIPMENT COMPANY Entrepreneurs see a need in the world and find a way to fill it. Tyler Jones ’20 took that idea to heart. He turned a frustrating moment on vacation into a business idea that launched his career. North Central is where he learned how to make it happen.
Jones is the founder and CEO of SLAB Outdoors, a company that makes equipment for fishing, hunting, camping, grilling, tailgating and various other outdoor activities. The company developed during Jones’ time in the Entrepreneurial Strategy & Innovation course with Assistant Professor of Entrepreneurship Chetan Chawla. The business was born, though, before Jones ever took the class— during a fishing trip on the Chippewa River in Wisconsin. “After witnessing my father struggle to fillet (fish) on unfavorable surfaces, I quickly realized that there wasn’t a foldable, durable cutting surface that could be utilized (during) outdoor activities,” Jones said. He and his father researched what it would take to make the product marketable. They found a gap in what stores were offering and related it back to what they needed on the river. Jones sought help taking the next step to sell his idea.
Finding success secrets in an entrepreneurship education When he returned to North Central that fall, Jones saw the perfect opportunity to grow his business in Chawla’s class. “This course completely changed my life and taught me the customer validation process,” Jones said. “Professor Chawla required each student to talk to strangers in our respective industries…consistent feedback quickly shaped my project and helped (me) focus on building a high-quality product and memorable brand.” Jones searched for established brands in outdoor equipment and interviewed staff at chain stores that sold them. He knew he needed a name for his company that customers could relate to. He wanted it simple and strong, but meaningful, too. “The outdoors has always meant a lot to my family and some of our (favorite) memories are in the Great North Woods, so that has been a great source of inspiration,“ Jones said. “I named the venture SLAB Outdoors. SLAB stands for the fillet of a fish, but also signifies a durable surface. This double meaning stood out to people and seemed to fit the initial product concept.”
Chawla has been Jones’ primary advisor as he has worked on SLAB. In addition to taking Chawla’s class, Jones met with him weekly to talk about the new company and how to keep it moving forward. The two of them are working together even now. “Professor Chawla and I have completed two case studies with an organization to be named in January when the pieces are published,” Jones said. The hard work Jones put in has paid off in both immediate results and hope for the future. “As (far as) sales, we’ve had an exciting few months and ship orders pretty consistently,” he said. “We are currently reaching out to independent outdoor shops and online retailers. As of now, we have reached agreements with gear.com and chimneytrail. com.”
Learning the ropes from business classes Jones received a lot of help from North Central’s community of business experts. The relationships he made as a student kept getting stronger and won’t stop now that he’s an alumnus. “Although I had an idea and experienced individuals around me, North Central College’s entrepreneurship program walked me through the startup process,” Jones explained. “Smaller class sizes (at North Central) allow students to form relationships with professors that last a lifetime and I felt cared for at the institution. The team in the business department has incredible experience and the connections I made outside of the College were almost always due to a professor’s connection.” Learn more about SLAB Outdoors at slaboutdoors.com or reach out to the founder directly at tylerj@slaboutdoors.com.
