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Success Story: Ghostrider Equipment

Launching Big by Starting Small

Ghostrider’s flagship product, the Kermode Bear Spray Holder, is an innovative solution for cyclists, allowing them to safely mount bear spray onto their bikes in an accessible and hands-free way. Designed in Fernie, BC  with the rugged terrain of the Kootenays in mind, this product is a perfect fit for the local market. For Pat Simpson, a mechanical engineer and skilled product designer, the challenge wasn’t just creating the product – it was building a business around it.

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The Kermode Bear Spray Holder, Ghostrider Equipment’s first product.

With the support of the Kootenay Association for Science and Technology (KAST) through their Venture Acceleration Program (VAP), Pat worked with one of KAST’s six Executives in Residence Christian Rawles. With Christian’s mentorship and support, Pat adopted a strategy to make the biggest impact close to home. His approach was clear: “throw the biggest rock in the smallest pond” i.e. focus on his local market before expanding further.

Local Wholesale Strategy

Instead of launching with a global campaign, Pat started by establishing strong local relationships. He personally visited every bike shop within a four-hour radius of Fernie to introduce the Kermode Bear Spray Holder. These visits allowed him to gather valuable feedback on product design and packaging, which he used to refine his offering.

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Ghostrider’s intrepid founder – Pat Simpson

This direct, face-to-face approach paid off. Most stores were eager to carry the product, and Pat learned firsthand how his product resonated with the local market. These retail partnerships provided the initial boost his business needed, validating his product and laying a solid foundation for future growth.

Community Engagement at Biking Events

Another key part of Pat’s strategy was immersing himself in the local biking community. He attended an average of six events per year, including races and festivals, to meet cyclists and showcase his product. These events offered opportunities to gather feedback, build his email list, and increase awareness of his brand.

This grassroots engagement was critical to Pat’s success. By connecting directly with his target market, he built strong relationships and fostered trust in his product, all without relying on paid advertising or major digital campaigns.

Strategic Media Exposure

With his KAST EiR’s guidance and support, Pat also focused on getting his product reviewed by niche publications that catered directly to outdoor enthusiasts and cyclists. Reviews in BC-based outlets like The Radavist, BikeGearDatabase, KootenayMountainCulture, and Mountain Life Media helped boost credibility and visibility for the Kermode Bear Spray Holder.

By concentrating on relevant media rather than broad coverage, Pat was able to reach his ideal audience without the need for expensive ad campaigns. This strategic exposure helped build trust and brand recognition within the cycling community.

What He Didn’t Do

While many startups look to crowdfunding platforms like Kickstarter or invest in paid advertising, Pat opted for a more focused approach. He chose not to pursue a Kickstarter campaign or pay for ads, preferring to commit fully to his local-first strategy.

This decision wasn’t about dismissing those tactics but staying true to his method of organic growth. By focusing on building relationships with local retailers, attending community events, and securing niche media coverage, Pat achieved sustainable success without overextending his resources.

The Role of KAST and the VAP Program

KAST and the Venture Acceleration Program were pivotal in Pat’s journey. With access to mentorship, market validation training, and expert advice, Pat had the support he needed to navigate the challenges of building a business. Having a mentor enabled Pat to refine his execution strategy – leading him to to launch a simple, effective website, ensuring customers without nearby retailers could still purchase the Kermode Bear Spray Holder online.

A Local Success with Broader Potential

Ghost Rider Equipment’s story demonstrates that starting small and focusing on local impact can lead to significant success. By leveraging community engagement, building local partnerships, and strategically targeting media, he grew his business sustainably without relying on costly marketing methods.

For aspiring entrepreneurs, Pat’s approach offers valuable insights: start by focusing on your local market, use available resources like KAST’s VAP program, and build from there. By making the biggest impact in your own backyard, you can lay the foundation for future growth and expansion.

The Venture Acceleration program is made possible through the funding and support of Innovate BC and NRC IRAP

Learn more about Ghostrider Equipment  online and on Facebook and Instagram.

About KAST : The Kootenay Association for Science and Technology is a non-profit organization based in the Kootenay region. It supports the growth of science, technology, and innovation in the region by connecting businesses, entrepreneurs, and students with resources and support. Reach out to us for more information at info@kast.com

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KAST

Since 1998, the Kootenay Association for Science & Technology (KAST) has led our region’s economic development through technology and innovation. We are the only non-profit tech association serving the entire Kootenay region.

Picture of KAST

KAST

Since 1998, the Kootenay Association for Science & Technology (KAST) has led our region’s economic development through technology and innovation. We are the only non-profit tech association serving the entire Kootenay region.

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