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Last Update: Tuesday July 27, 2021

Key Idea: Invite Customers to Create Content

Joan Keller invites web visitors to tell their travel tales at     More...

Key Question:


Let customers create your content. 

We wrote this before blogs, wikis and myspaces so we feel very smart.

Q:  How do Bill and Joan Keller get feedback from customers?

A: In their retail store they have always offered a bulletin board and notecards so customers can post travel tips. Le Travel Store has done this online by posting stories customers submit about their travel. As we write this now, Bill and Joan have their picture and their tips under, "Travel Outfitting Guide." The fantastic part of this idea is that customers will tell you things you never would have thought of. It is also exciting for your customers to see their name on your site.

Think about it

Do you have a place to post customer comments and insights on your site? Do you think this would be fun and useful?

Clip from: Internet Basics: Space and time become derivative.

  The web makes every city and town everybody's  city and town.

World Wide Web: There are four basic reasons to build your business on the web. Whether you are just starting or you are growing, the web will be the  backbone of business in more ways than most anyone imagined. It truly is a new metaphor. This is a paradigm shift. It is actually changing the way we think.

In this episode of the show we learn how you can do what big business does. The world is our market.  So, make your business an e-business, and then merge out into the world's quickly-evolving e-culture.  The time is now. 

We all must prepare today for the invevitable tomorrows.

Small Business Owners Everywhere in the world, We all will exit our business someday.

Visit our web site:

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Year Founded:

Invite Customers to Create Content

(Voiceover) One other example is It is 20 years old in brick and mortar and 20 months on the Web. It is generating 40 percent of total sales from the Web.

BILL KELLER: The product that really made our business is the Travel Pack. And this is the current generation of that item. In fact, this company, Eagle Creek, is our best supplier. And when we were about four months in business, the founder of this business brought in his original version of this and showed it to us. And for the last 20 years, we've been selling it ever since.

(Voiceover) And it accounts for a very high percentage of our sales in this business. Now what's really interesting about this product is--the way they've developed it through the years is you unzip this front packet...


BILL: ...and it comes off and can be...

HATTIE: It completely detaches.

BILL: That's right. It can be carried separately as a day pack. Whoops. I'd better try that again.

HATTIE: There we go. No, that's all right. BILL: See, this...

HATTIE: So another backpack. So it's two backpacks. B

ILL: That's right. It converts. It converts to a backpack. It becomes your day bag. You leave that in the hotel or hostel.

HATTIE: It does balance the weight. It is easier to carry the weight. BILL: Well, going a longer distance, it makes a big difference. You actually snap the waist belt on, and when you have this tightened, the weight's actually on your hips...

HATTIE: It is. BILL: know, instead of down here.


BILL: In fact, you have very little weight on your shoulders. Like so many people of my age, you know, it started traveling with the family in the Ford station wagon across country, staying in Travelodges, camping. You know, I cut my travel teeth as a kid with my parents and then, you know, when I came of age, it was possible to go overseas.

HATTIE: Travel is something that you like to do.

JOAN KELLER: I adore it. I love it. HATTIE: Is that important advice to a small-business owner? JOAN: I think that you have to love what you're doing day in and day out. Choose some subject, some area that motivates you in your life.

BILL KELLER: We see a lot of Australians and New Zealanders coming in here. See, this day pack itself actually expands. You see, if you go that...

JOAN: It expands this way. HATTIE: Again? It expands again?

JOAN: So it becomes deeper. HATTIE: (Voiceover) Here's what I want you to learn from owners Joan and Bill Keller. Give customers a way to create content. Their niche is the independent, international traveler. Customers can read e-mail reports from exotic international travel experiences written by other customers while they are on the road.

(Voiceover) Get the answer to this question: Should you drink the snake blood in China?

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