NPAA Conference Addresses the Business of a Fishing Career
Category: npaa
Jan 21st, 2011 by OutdoorsFIRST
Modified Jan 21st, 2011 at 12:00 AM
Pro angler and World Walleye Champion Johnnie Candle and Frabill VP of Marketing Jeff Kolodzinski shared advice on how to get ahead in business, especially as it relates to individuals who are pro anglers. They spoke at the Jan. 7-9 National Professional Anglers Association annual conference.
Kolodzinski said, “You must fish well and also be effective in every other way.” As contract employees, pro anglers using their special skills must gain more exposure for their sponsors than these companies can get for themselves. Pro anglers need to know each company’s strategic objectives, and address those goals when speaking, writing, posting on Facebook or social media sites, during photo shoots, on stage, at seminars, and during in-store events, etc.
“Things have changed above the water,” he said, pointing to the social media. He cited a recent survey that showed the internet has surpassed TV and magazines regarding how people get information. “Still, all efforts lead to sales, and every tool needs to be utilized,” he said, “Be good at all of them.”
Viewing the world from his marketing desk, Kolodzinski said, “You cannot over communicate. Let your sponsors know what’s occurring in the marketplace. Be brief, but report often.” He said immediacy is most important, with email correspondence best on a weekly or at least a monthly basis. Many companies will tie into promotional projects if they know about them. He said, “Out there, it’s changing and competitive, and pro anglers need to operate as if this question is being asked about them: What have you done for me lately?”
Wearing his recent World Walleye Champion cap as the winner of the MWC 2010 Championship, Johnnie Candle, Devils Lake, ND (also secretary of the NPAA), said, “When in the fishing business full-time, you may not get to fish as much as you thought.” Candle competed for many years on the pro-am trails, and for the past two years scored more than five top-10 place MWC finishes and won the Championship. He also guides, teaches at the local community college and continues an “every-weekend” promotional schedule for sponsors.
As a fishing businessman, Candle said a plan with specific goals is essential. As outside factors change (tournament payouts and schedules, the economy, guiding obligations, family, etc.), adjust goals accordingly. He said a mission statement is very important, listing simply the purpose and strategies for the business. Coupled with that is an executive summary with ownership, growth, finances, etc. A company overview expands to include detailed services provided, goals, background, history and more.
Candle advised pro anglers to know their target market, and put an analysis of that market on paper with trends, demographics, competition, pricing, promotions and product. He cited the college lesson he learned, and recommended pro anglers develop a SWOT analysis: strengths, weaknesses, opportunities and threats, as these apply to them. A financial plan should not be overlooked, with expenses and revenue forecasts, P & L, balance sheets, plan on how to earn money, capital requirements, and, “Keep track of every nickel spent,” he said. “Knowledge is power, from websites to finances to charting your own future, and the more information you put on paper, the easier it will be to gauge success.” More conference stories and news are posted at npaa.net.
The NPAA is a non-profit organization focused on growing the sport of fishing and increasing the professionalism of its members. Supporting partners include Northland Fishing Tackle, Navionics, Mercury Marine, Evinrude Outboards, Yamaha, Lund Boats, Ranger Boats, The Next Bite, Oahe Wings and Walleyes Guide Service, Outdoor First Media, Advanced Tex Screen Printing, Worldwide Marine Underwriters, ProStaffGear.com, FLW Outdoors, AIM, North American Media Group, Frabill, John Butts Outdoors, Prairie Pillow Sportsman’s Lodge, J.J. Keller Fishing Team, The Reel Shot, U.S. Forest Service, Great Lakes Sea Grant, Off-Shore Tackle, Fin-Tech Tackle, Berkley, Liddle Marketing, FPS Financial Planning Services, Do-it Corp., Optima Batteries, Pasha Lake Cabins, National Fleet Graphics, G2 Gemini and Fish On Kids Books. More NPAA member and association news can be viewed at www.npaa.net. Call Pat Neu, Executive Director, 920-856-6151 with questions.