by Case Lane
Globally-thinking entrepreneurs see opportunities to learn everywhere they go. Even on a tranquil Caribbean island. A recent trip to Belize highlighted several entrepreneurship lessons which are applicable to business people everywhere. Staying on the lookout for tips and ideas from others, helps you build a more responsive business open to growth and change from any corner.
Ambergris Caye
On the tiny island of Ambergris Caye, off the coast of Belize in Central America, an intrepid multi-ethnic workforce has created a microcosm of entrepreneurial efficiency seamlessly operating among the bathing suit clad tourists who come to relax on the beaches and loll in placid waters.
In multiple encounters with the locals – employees, owners, people in the street – a refreshing entrepreneurial attitude hung in the air. This is an island of workers. Tourism is the business, and people are on Ambergris to move the economy along. To that end, there was surprising unity in their approach. Here are a few lessons aspiring entrepreneurs can think about and use in their own businesses:
1. Go to Your Customer
Arriving at ‘Secret Beach’ one morning before the crowds, we basically had the place to ourselves. But judging from the rows of chaise lounges fronting the beachfront between the water, and bar and restaurants, we knew we would not be alone for long. The question was: where to sit?
As we walked from one end to the other, scattered people watched us go by, but at Maruba, our soon-to-be-new-friend Ricky came right up to us, and told us what he could do for us. He immediately offered to find us a good place to sit, offered to bring a table so we would not have to move for breakfast, suggested extra towels, and essentially set us up.
Needless to say, we had one and only one place we returned to at Secret Beach. As the day went on and every chair around us was filled, we had our table where we had eaten breakfast with our feet in the water, our chaises with comfy pillows, and ‘our guy’ who we knew by name.
Certainly any one of the employees or owners along that beach could have had our business. But it was the one who took the initiative to come to us and offer help who won the day.
In short, the entrepreneurship lesson that day in Belize was to go to where your customers are looking for help, and make yourself known and available to them. If you are the one who answers their questions right when they are asking, you are the one they will remember, and return to to spend money.
2. Anticipate your Customer
After one meal at Elvi’s Kitchen in San Pedro, the main town on Ambergris Caye, we were hooked. A regional menu of Caribbean, Mayan and Mexican seafood, fish or chicken, the savory spices pull you from the door right through to the decision of when to return again.
Subsequently, on a day where we wanted to eat-in at our comfortable apartment, we considered one meal, Elvi’s. But we had no idea if they could prepare takeout.
We asked and they responded: Of course.
To clarify, the restaurant does not advertise as a take-out restaurant, but they were ready with to deliver a take-out meal. Perhaps thousands of requests had made the efficiency possible. But their ability to deliver was a surprise for us, and we were happy to benefit from their preparation. They did not have to run around figuring out a way to accommodate our request.
Consequently, the entrepreneurship lesson from Elvi’s is to give your customer more than they expect, let them be surprised too. What would you want if you were a customer of you? If you can think through possible scenarios and be prepared to deliver, you will be one step ahead of those who turn customers down with a flat “sorry we don’t do that.”
3. Pushy is not always welcome
The San Pedro beachfront is lined with restaurants, bars and a few shops. Walking through the sand, you inevitably pass hawkers lined up with tables selling trinkets and souvenirs. But unlike almost every other similar situation in the world there is no hawking, no shouting to visitors to stop, no ‘best price’ offers or young children tugging at your shorts.
Most importantly, you can smile, say hello and not be afraid to be dragged into a demanding bargaining session. You can browse and walk away and not be followed by a string of curses.
In other words, the sellers are not pushy, and with the quiet peace of the Caribbean Sea as a backdrop their approach is welcome and refreshing. Instead of yelling, if you come near a table, they explain items you may pick up or tell you about other varieties that are available.
Therefore, when you are interacting with your audience, think of the setting in which they meet you, and adjust your approach accordingly. In your business, have your attitude match the context. Let your customers feel it is natural and unthreatening to talk to you. If they can meet you on price, they are probably more likely to do it in an atmosphere of relative calm.
4. Steady Pace Work Pays Off
Belize is home to the second largest barrier reef in the world, a stunning coral reef ecosystem only 300 meters offshore at its closest point. This world heritage reserve creates a shallow, tranquil, warm waterfront that is a spectacular relaxing pool. But it also forces mounds of seaweed onto the sand every day.
Knowing the sight is natural but unattractive, and seaweed does not exactly feel like a cushion on bare feet, diligent and efficient teams of rakers can be seen all along the shore every day reclaiming the sand for the vacationers.
Regardless of how you may feel about the ‘reconstruction’ of Mother Nature to satisfy tourists, the image of these people working methodically each day was a reminder of the value in adopting a steady work pace.
Belize is a tropical country, the sun is hot and the work unrelenting. The seaweed returns every day. Managing a balanced pace is critical.
Ambergris Caye is an island with no visible trash (or trash cans), no plastic bottles floating in the water, no violent crime threat (as far as we could tell), and no harassers roaming the streets. Maybe by design, everyone is working. The only industry is tourism and a certain level of service must be maintained to keep the tourists coming.
But there are many areas in the world who have the tourists, but do not support the same service level. In fact some places are notorious for their horrific service despite their economic dependency on visiting foreigners. The long-term ability to maintain their industry is always in jeopardy when word of mouth encourages potential visitors to stay away.
Likewise, in your business, avoid burnout and overwork by setting your schedule to a steady, balanced pace. Schedule the activities you want to do each day, and set reasonable time limits for getting things done. The seaweed keeps coming back, but you have an opportunity to keep it under control by your own commitment to consistency.
5. Stay Accessible
If you are a diver or snorkeler, the Belize Barrier Reef is not to be missed. You can kayak offshore to have a look at the nearby corals, or take an organized boat tour to the protected Hol Chan Marine Preserve.
Along the waterfront in San Pedro, and at major hotels and resorts, dozens of dive shops are operating. Each offers similar services and prices. So how would an intrepid entrepreneur stand-out? By offering more.
For example, after our first snorkeling trip with Scuba Steve, they gave us a card with multiple phone numbers. If we wanted another trip, either to an advertised destination or a custom adventure, we could call anytime and work out a plan.
When we did call, the owner answered, during church! Okay we did not expect that kind of a response. Answering the phone was appreciated. Walking out of church to do it was the unforgettable additional effort. The kind that leaves a customer ready to book the next tour, even though that may not have been the owner’s intention.
When you start reaching out to your audience, make sure they can contact you. Clearly put your contact information on your website. Give different options so customers can find you from where they are usually operating.
In a similar vein, set up social media accounts to allow people to reach you through comments or direct messaging. You do not have to post all the time, but your customers will enjoy being able to reach you from the same platform where they spend their time.
Remember if you want your audience to stick with you, you must be able to provide them with an indication that you want to hear from them.
Ready Entrepreneur Travel
In conclusion, when you travel as an entrepreneur, you see the world differently than a typical tourist who is taking pictures and guzzling cocktails. You want to understand more about the people, culture and the economy that you are visiting. The idea is to improve your connection to the world, by making yourself more knowledgeable about all aspects of life around the globe.
Just when you thought a beach vacation in Belize could only mean toes in hot sand and mojitos in your hand, you discover there is more to learn and realize on a tiny island functioning at a level of efficiency and service beyond the standard expectations for any traveler. An island offering excellent examples of productive work for entrepreneurs everywhere.
Ready to visit Belize? Lonely Planet and other travel guides will give you more detailed insight into the whole country. This article focuses only on the island of Ambergris Caye
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