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Last Update: Thursday July 29, 2021

Key Idea: Change Tactics As You Grow

Horse owners flocked to Country Supply products and growth demanded change.

Key Question:


Scott and Marthalee poured their retained earnings into marketing. This finally resulted in thousands of happy customers which meant the need for supply increased. These two are such hard workers, they just kept adding to their plate all the aspects of the supply chain.

  What discovery did Scott and Marthalee make in 1999?

  Scott said they were spending so much time taking orders, manufacturing, packing and shipping orders that they had, "lost the focus on the customer."

  How did they solve their problem?

A: They outsourced every function except for marketing. As we have said here in the past, do what you do the best and outsource the rest. In urban areas we often see small business owners start and grow a business with this strategy as there are plenty of resources handy. We feel that Scott thought, as he grew, that he couldn't control the supply chain from Ottumwa and all the resources were not so readily available. And remember, this was before email!

Think about it

Can you bring back the joy of work by getting rid of the tasks you and your team are not well-suited to?

Clip from: Country Supply

Ottumwa, Iowa: Meet Scott Mooney, the founder of Country Supply.  Scott has over 450,000 customers throughout the USA and in several countries generating over $17 million in annual sales.  Since the taping of this episode of the show, Scott sold his company to a global business.  He got that unexpected knock on the door and an offer he simply could not refuse. 

Country Supply

Scott Mooney, founder

PO Box 369
Louisiana, Missouri 63353

Visit our web site:

Toll Free: 800-637-6721

Business Classification:

Year Founded: 1984

Change Tactics As You Grow

HATTIE: Forty-five miles north of San Diego, you'll find some of America's most stunning horse country. Rick Wojans loves living here.

RICK: This is just a bit of paradise and the thing about it is that when we have the horses, it is great family time. And there are no distractions, there is no television, there is no email to go catch. This is just perfect.

HATTIE: This is Chris Hudson.

CHRIS: I come out and I get on the lakeside roads. It's just kind of very relaxing. Even the drive out here- - you come from the city all concrete and you get off the road and out in some hills and you're back in dirt again. So it is just awesome.

SCOTT: So we struck a cord with all these people. Now we've got all these orders coming in, we hit them with the right product at the right price, we get all the orders coming in. Growth has always come and it's always just poured in.

HATTIE: In 2000, 2001, you had 80-ish employees.


HATTIE: You were taking all the calls.

SCOTT: Taking all the calls.

HATTIE: You were filling all the orders.

SCOTT: We were making 25 percent of the products that we were sending out. We were manufacturing them on site. We were shipping all the boxes out. We were receiving all the stuff.

HATTIE: You're making me so tired.

SCOTT: Yes and it made me tired, too. (laughs) And I was getting older and older every hour.

HATTIE: OK, so what was your solution?

SCOTT: I realized the focus of Country Supply was moving off the customer. That's what came first.

HATTIE: And you were too panicked, too busy, too distracted.

SCOTT: Yeah. We were focused on building additional facilities, we were focused on buying equipment, we were focused on hiring 12 more people. We were focused on all this stuff. Something had to be done.

HATTIE: So what'd you do?

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