Caveman Entrepreneurship

Caveman

Entrepreneurship

A hands-on guide for the budding entrepreneur

By Sharon and Ray Steelman

Copyright 2007 / 2011 by Charles Ray Steelman,

17 Stockton Street, Huntsville, Alabama 35806

Copyright Registration Number: TXu 1-777-077

Published on Smashwords

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All rights reserved. No part of this book may be reproduced in any form or by any mechanical or electronic means whatsoever, including any retrieval systems or information storage systems except by a reviewer, who may quote brief passages in an article, without the written consent in writing of Charles Ray Steelman or Sharon Steelman. The writings in this book may not be e-mailed to any third party without the written consent of Charles Ray Steelman or Sharon Steelman.

Smashwords Edition

This ebook is licensed for your personal enjoyment only. This ebook may not be re-sold or given away to other people. If you would like to share this book with another person, please purchase an additional copy for each recipient. If you’re reading this book and did not purchase it, or it was not purchased for your use only, then please return to Smashwords.com and purchase your own copy. Thank you for respecting the hard work of this author.

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International Standard Book Number: 978-0-9853931-0-6

Library of Congress Catalog Card Number: Applied For

This is the first edition which was written over several years. This is an ongoing project which is a sort of log book of our experiences in business and life. Writing began in 2003 and continues today.

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The Authors

Sharon and Ray Steelman

During the past thirty years, Sharon and Ray Steelman have started and run six successful businesses. Their most recent accomplishment is Bama Jammer ™ Promotions. Beginning from scratch, with no money, no equipment and no office, in seven years they transitioned a modest business into a multi-million dollar advertising specialty company. After trial and error, long hours and lots of sweat equity, the pieces finally began to fit.

It is amazing enough to build six successful businesses, but to do so completely debt-free is even more amazing. By applying Biblical principles, frugal business practices and good work ethics, Sharon and Ray have proven that anyone can realize the American Dream!

The Steelmans have co-authored four books, some of which have been marketed by Books-A-Million, Barnes and Noble, Baker and Taylor, Wal-Mart, Hohner, Inc., Amazon.Com, Gaylord Entertainment, Opryland, many tourist attractions and local and regional book stores. They also have been published in numerous business and trade magazines. In one recent year Ray was named Writer of the Year by Yesterday’s Memories magazine, a nostalgic publication with national circulation.

Sharon is no stranger in business and professional circles, often appearing as a speaker or panelist at national and regional conventions and business meetings. In 2004, she was nominated from a pool of executives from 23,000 companies as Woman of the Year in the Advertising Specialty Institute's most prestigious award for women. Sharon and Ray were both nominated in 2004 as Entrepreneur of the Year by ASI. By very narrow margins, they came in second place nationally in both of the above awards. Sharon attended the University of Alabama in Huntsville where she majored in International Trade and Foreign Language.

For years, Ray, known in harmonica circles as the Bama Jammer, has amazed audiences with his skills playing the harmonica. The Bama Jammer has taught literally thousands to play the harmonica through his books, audio and video tapes and harmonica seminars. His books, cassette albums and CD’s have been marketed by Wal-Mart, Books A Million, Barnes and Noble, Baker and Taylor, Amazon.Com, Hohner Harmonica Company, theme parks and on the internet. Ray occasionally teaches harmonica in seminars for schools, businesses and professional groups. He is well known to the viewers of You Tube, Vimeo and Reverbnation with over 200 harmonica and vocal videos that are seen daily around the world. Ray is also a general aviation pilot holding the following certifications: Single engine land, multi-engine land, high performance and complex aircraft, IFR certified (flying in the clouds by instruments only and no outside references). Ray holds a BS and an MA degree in Industrial Management from Middle Tennessee State University.

Based on sales growth, Bama Jammer Promotions was named the Fastest Growing Distribution Company in America in 2003 and again in 2004. In the sixty-year history of this award, this is the only time that the same company has received this recognition twice. In 2004, Bama Jammer Promotions was named Small Business of the Year (wholesale / retail division) by the Huntsville / Madison County, Alabama Chamber of Commerce. In 2005, Bama Jammer was named a Torch Finalist (ethics in business) by the North Alabama Better Business Bureau. In 2006, The South Regions Minority Business Council named Bama Jammer The 2006 Supplier of the Year (in the medium size company category) in the Southeast. In 2007, Sharon was selected as one of three finalists for the Huntsville / Madison County Alabama Chamber of Commerce Entrepreneur of the Year. In 2008, Bama Jammer was the recipient of the Torch Award (ethics in business) by the North Alabama Better Business Bureau.

If you can imagine it,

You can achieve it;

If you can dream it,

You can become it.

William Ward

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Our Story and Business Philosophy

(Taken from Bama Jammer promotional and advertising materials)

Since this white-knuckled company was started over twenty eight years ago, it was built on a strong foundation of fair pricing, superb service and great products. The company has always operated completely debt free. Without exception, the needs of the company have always been met out of the cash flow of the business. Bama Jammer was initially started on a part-time basis with virtually no capital or equipment. It was operated basically out of an automobile until the cash flow was adequate enough to support the business. No money has been borrowed from any source for the establishment and operation of Bama Jammer, for equipment, expansion or capital outlay. This philosophy has been maintained even though the company has moved into the multi-million dollar markets.

Today, the company operates out of twelve company-owned buildings offering a total of 58,000 square feet. Bama Jammer uses cutting-edge technology and the latest in high tech equipment and products. Even so, it continues to operate on a debt-free basis. The management has learned that hard work, determination and strategic and frugal business practices are the elements that determine a business' long term survival. The Bama Jammer management has learned that things may come to those who wait, but only the things left behind by those who hustle! The folks at Bama Jammer believe in hustling! This company is proof that the American dream can still be realized!

At Bama Jammer, we keep it simple. Our no-overhead (except for labor) policy, streamline procedures and no-frills operation allows us to save money. We can compete when others, because of their costs, are forced to drop out of the bidding. By nature, our industry has wild fluctuations, razor-thin margins and prices that fluctuate daily. We use our high volumes and low overhead to offer competitive prices. Through partnership-type arrangements with our subcontractors, they become 1099 independent labor, which again controls our bottom line. Our products are marketed in-house, directly to the customer, or through a network of contracted Authorized Independent Distributors. These Distributors are each privately-owned businesses ... not staff commissioned sales people. Collectively, the features above allow us to save even more money and operate more efficiently!

Through strategic planning, super products, great service and a word of mouth referral system, we have been able to build a business that operates world wide and has become a prominent force in the advertising industry. We want to be the company to choose for people who want and appreciate competitive pricing, personalized attention, extra effort, knowledgeable staff and fair treatment.

Sharon and Ray Steelman believe very strongly in applying Christian principles in the business arena. They believe firmly in the message found in Romans 12:11 ... that we are to be not slothful in business. They believe in operating their business without the burden of debt, which is taught in many places in the Bible (Romans 13:8; Proverbs 22:7; Proverbs 22:26-27). They believe in applying the principles of love to all men which is the underlying theme of the entire Christian New Testament.

You may contact us at:

Bama Jammer™ Promotions

2913 Governors Drive, SW

Huntsville, Alabama 35805-3722

We hope that you enjoy Caveman Entrepreneurship and that, in some way, it will help you to realize your dreams.

Our Special Thanks to:

Christy Steelman Chamblee, our niece, who has served as a Professor of English, at several universities and colleges in and around Huntsville, Alabama whose countless hours of editing and literary suggestions made this book a reality.

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A note to the reader:

From this point forward and in order to convey the feeling of one on one instruction, this book is written from the viewpoint of Ray Steelman, and contains many personal stories, references to events and experiences exactly as they happened. We believe that the best way to teach a person about the world of the entrepreneur is to share the experiences that we have had over the years. This is a peep into the front lines and the trenches of the everyday operation of our businesses. In this book we tell it like it is; the good points and the bad.

This is our story.

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The Purpose of This Book

This book was prepared over several years as private and personal messages to our children. Like the mama lion in the jungle, we were teaching them to hunt. This text was written as a hands – on guide to teach them to survive in the business world and in life in general. It was prepared as a sort of survival handbook. Sharon and I have been very fortunate to be able to thrive in a hostile business world by the sweat of our brow and shear determination. We want to be sure that our three children (and grand children) have the skills necessary to fight the battles and come out winners. If we are not here to guide them, they will have our words in print for reflection, direction and encouragement when the times are hard and the going gets tough.

Sharon and I semi-retired a few years ago and gradually phased out most of our business interests. By applying the things taught in this text, we were fortunate to retire at relatively young ages. Sharon retired at age 45 and I was, well let’s just say just a little older. Natalie and Bethany, our daughters had already had their own company, Bama Jammer, Inc., up and running for a few years. Here is a Press Release that was sent to the media in the Fall of 2011.

On September 1, 2011, at the Huntsville/Madison County Chamber of Commerce business awards banquet, Natalie Steelman Hasley, of Bama Jammer, Inc., was named the Young Professional of the Year. The Banquet, entitled Champions of Small Business, was the Chamber’s 26th annual award ceremony. This annual event at the Von Braun Center in Huntsville, Alabama, was sold out with over 1,200 in attendance.

There were 42 nominees in The Young Professional category. The age range was up to age 40. The nominees included business owners, entrepreneurs, and professionals in all fields including business, accounting, medical, insurance, investments, education and legal. This award is very competitive and a tough category to win. It is the Chamber’s highest award for young professionals and business people.

Natalie, age 26, won this recognition for her community involvement, management and leadership roll and the growth and direction that she has taken her company, Bama Jammer, Inc. Bama Jammer provides embroidery, screen printing and promotional items and apparel to the federal government and regional businesses. Natalie started the company in 2006 with a $75 investment. At the time, she was a junior and cheerleader at The University of Alabama in Huntsville. In four years, the company crossed the multi-million dollar threshold.

When Natalie walked across the stage to receive this award, I leaned over to Sharon and said, I can die now. We have taught our children to hunt.

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Dedication

Thirty years ago, I pulled into the drive-through window at a McDonald’s fast food restaurant on South Parkway in Huntsville, Alabama. A pretty young lady came bouncing to the window, smiled at me and blurted, Welcome to McDonalds. Could I take your order please? Yes, I responded. I’ll have a sausage and biscuit, a diet coke, and what time do you get off? While many shook their heads in disbelief, three months later we were married.

That innocent meeting terminated Sharon’s career as a hamburger flipper and began the biggest adventure of our lives! I stumbled into my life’s partner, business partner, fellow adventurer, explorer, lover and best friend! Together we have overcome what seemed to be insurmountable hurdles. We have beaten the odds time and time again. We began without a dime in our pockets, and accomplished things that others said could not be done. Together, we have built six businesses; raised three great kids; visited a lot of places; won more awards than I can remember; got our pictures in the paper; accumulated lots of stuff; traveled the world; bought and flew airplanes; met Zig Ziglar, Steve Wynn, Dave Ramsey, Phil Niekro and baseball stars and other athletes, country music stars, movie stars, at least one first lady and other important and famous people; were TV personalities; wrote books; played the harmonica and banjo; owned Cadillacs, Jaguars and Mercedes; juggled; won a dance contest; taught Sunday School; were featured in many magazines; made a few speeches; got some money in our pockets; became grandparents; and lived life to its absolute fullest. How could I not dedicate this book to Sharon, my greatest inspiration?

Ray the Bama Jammer™

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Caveman Entrepreneurship

In the words of Blanche Dubois in Tennessee Williams’ A Streetcar named Desire, the entrepreneur, like the caveman, must return home each day bearing the raw meat from a kill in the jungle!

Caricatures are by our dear friend, Walter Hartley.

So, you have tons of debt, credit card bills, a pregnant wife and four kids. What a great time to quit your job and to go into business for yourself!

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Introduction

On March 22, 2003 it was a bright and beautiful, cloudless day and we were sitting in the Las Vegas airport heading home to Huntsville, Alabama. There were twelve of us and we had just attended the Advertising Specialty Institute’s annual convention and trade show at the Sands Exposition Center. Traveling with us were six employees from our office and our two teenage daughters, and four family friends. This trip had a been special one since our company, Bama Jammer Promotions, had sales revenue for 2002 that ranked us among the top ten fastest growing promotional products distribution companies in the United States and Canada. There were 18,000 other companies competing for this honor and we had made the top ten! What made this even more rewarding was the fact that we had started with absolutely nothing and had accomplished this in five short years! We knew that the competition was stiff. Many of the top ten companies were financial giants with large staffs, numerous sales people and tremendous budgets. We were tiny compared these Goliaths in our industry. At that time, we only had six full-time employees, two part-timers, and three part-time contract labor sales people. We knew that the mathematical probability of us winning was not in our favor. Realistically, we were expecting to be awarded ninth or tenth place.

We were waiting for breakfast in a fast food airport restaurant when the conversation led to an event that had happened the night before at the Excalibur Casino. It was spring break for most colleges and high schools and Las Vegas had been flooded with hordes of college and high school kids who migrate there each year from all across the country. One of them had won thirty nine million dollars by running the odds up on a one dollar slot machine! Each one in our group was sharing their views of what they would do if they had won the thirty nine million dollars. After a while it was my turn to reveal my dream. After careful thought, I stated that I would love to devote my time to writing.

As we all made our way to our departing gate, I thought about my statement. Why would winning a fortune allow me to write? Writing certainly does not require financial independence. Of all the choices of things that I could do with my life, I wanted to write. If this was the thing that I wanted most to do, and there were insurmountable hurdles that would hinder me from doing this, then why not do it! My wife, Sharon, and I had already written four books that had found moderate success. Although the books were self- published, they had found distribution and had experienced fair sales in Wal-Mart, Books-A-Million, Opryland, Baker and Taylor, Hohner, Inc., Amazon.com, Barnes and Noble and a few other local and regional book stores. Sharon and I had also had been published many times in several national and international trade and professional magazines. Yesterday’s Memories, a popular nostalgic magazine, had even named me Writer of the Year a couple of years before. My heart beat fast as I began to collect my thoughts and weigh the possibilities.

That was the moment that I decided to write this book. Before the plane had left the ground, I had completed this introduction.

By the way, our company, Bama Jammer Promotions, two days before had been awarded a granite monument which read:

Bama Jammer Promotions - The Number One Fastest Growing Promotional Products Distribution Company in America – 2003

NOTE: A year later, in 2004, Bama Jammer was again named The Fastest Growing Promotional Products Distribution Company in the Country. In the sixty-nine year history of the Advertising Specialty Institute, Bama Jammer is the only company to have won that award twice.

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Our personal advice to budding entrepreneurs:

Things may come to those who wait, but only the things left behind by those who hustle!

Never confuse the impossible with the merely improbable!

Good judgment comes from experience and experience comes from bad judgment.

May God always keep an arm around my shoulder and a hand over my mouth…or get me in a headlock if necessary!

"Don’t place too much importance on a formal education.

It’s self-education that is important and will make you wealthy."

The volume of sales means nothing. In business, the only thing that matters is the amount of money that goes into your pocket at the end of the day.

We were once asked to sum up our business strategy in as simple terms as possible. Our reply was,

Buy low. Sell high.

You must sow the seed of ambition in your heart.

"Remember, that your body is your temple

and your first million dollars is good health!"

On investing… Experience has taught us that the best place to put our money is in our own pocket.

"One of our greatest pleasures in life is accomplishing things

and reaching the goals that others said we could never attain."

Sharon and Ray Steelman

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About Bama Jammer ™

Bama Jammer ™ Promotions

Accolades

In 2007, Bama Jammer was the recipient of the Torch Award (for ethics in business) by the North Alabama Better Business Bureau.

In October 2006, The SRMBC named Bama Jammer ™ The Minority Supplier of the Southeast (medium size companies)

Bama Jammer ™ was a finalist in North Alabama Better Business Bureau’s Ethics in Business Award (Torch Award) 2005.

In August of 2004, the Huntsville / Madison County, Alabama Chamber of Commerce named Bama Jammer The Small Business of the Year in the wholesale / retail division.

Named "Number One Fastest Growing Promotional Products

Distribution Company in America - 2004

Named "Number One Fastest Growing Promotional Products

Distribution Company in America - 2003

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Index of Chapters

Caveman Entrepreneurship

1. So, You Want to be a Caveman

2. Damn the Torpedoes…Full Speed Ahead

3. Valuable Advice from Stupid People

4. The OccuDent Experience

5. Radio Talk Show Hosts and Other Blowhards

6. Attorneys, Bankers, Accountants and Other Bloodsuckers

7. Let’s Rob the Bank. .. Legally

8. Practice Does Not Make Perfect

9. Davy Crockett, the Perfect Businessman

10. Why Do I Attract Parasites?

11. Your Best Friend and Worst Enemy, Uncle Sam

12. Am I Lucky or What?

13 .Change is in the Wind

14. Seat of the Pants Marketing

15. All Cave Men Must Carry a Big Stick

16. Leaders, Bosses and Bossy Leaders

17. The Best Mousetrap, And No One’s at My Door

18. Squeeze the Dollar ‘til the Eagle Grins

19. Let’s Plant a Money Tree

20. Thank God I was Bad at Math

21. College Degrees and other Worthless Pedigrees

22. Stealing Third Base

23. NAFTA – The Job Termination Act of 1993

24. The American Dream is Sometimes a Nightmare

25. How to Flop at Business

26. You’re Fat, Ugly and Over Weight, and Those Are Your Good Points!

27. A Caveman’s Obituary

28. Pick only the Fights that You Can Win

29. Strategies That Make a Preacher Cuss

30. Get Your Ducks in a Row

31. Cookie Jar Capital

32. God Watches Over Children and Fools

33. Lots of Flies Follow a Garbage Truck

34. Cutting Your Losses

35. Why Didn’t That Kite Electrocute Ben Franklin?

36. Ed McMahan Ain’t Coming

37. Executive Development

38. In 2008, I took a nap, when I awoke my whole world had changed

39. A Tip of the Hat to the Ladies

40. Reinvent Yourself

41. The Hardest Part, Getting Off Your Butt and on Your Feet!

42. Handing Off the Baton

Business Tips

Appendix

Resources

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Chapter One

So, You Want to be a Caveman?

The caveman was the world’s first real entrepreneur. He had no choice. Either he got up, got his club, wandered into the woods, set his traps, killed something and drug it home each day, or he starved. He had to be able to out-run the fastest saber tooth tiger or he perished. There were no guaranteed salaries, pension plans, 401K’s, trade unions to protect him, deferred compensation programs, life and health benefit programs or Christmas turkeys or bonuses. The caveman had to perform each day, every day by the sweat of his brow and with his two hands and wit or he would not survive. Were there some cavemen who survived better and longer than others? Sure there were! Some hunted longer, ran faster, got up earlier, learned to set better traps, learned to preserve their foods and prospered better than the others. These cavemen had the prettiest women, wore warmer furs, had better caves, bigger clubs and were envied and copied by the other cave people. Since mankind first came upon the earth, there were those who learned to excel over others. There always have been those who, through their willingness to take calculated risks, work harder, work smarter, work longer, develop their skills and improve themselves, achieve when others fail. This is true in the animal world. The biggest and strongest buck gets the doe. The fastest gazelle is never eaten by the lion. The smartest mouse is never caught in the trap no matter how large the cheese appears to be!

Nothing has changed today except that the mentality of the caveman has been absolved by today’s modern world. Most people today would starve to death if they had to survive by killing something and dragging it home everyday. Most would starve if they had to really work to make a living. Many today had rather live with tremendous debt, work in jobs that they hate and with people that they despise and live in houses that they cannot afford than to roll up their sleeves and change their condition in life.

Today, it is hard to listen to the radio without occasionally stumbling into one of those financial gurus on the talk radio stations out there. On every show, someone will call in to ask advice on the matter of personal bankruptcy. This person is always in debt because he has established habits of making one poor choice after another. He always has lived in houses that he could not afford, attended college on borrowed money, bought automobiles when he should have been walking and built up credit card and personal debt that was larger than his annual income. All of these callers want to declare bankruptcy. They are seeking advice as to how to get the process started. Almost none of them are willing to do the things necessary to eliminate the debt. What? Work two jobs! Nonsense! Work out a payment plan to systematically eliminate the debt. Not me! They just want to know how to wipe out the debt that they, under legal contract, legitimately owe. By doing so, they cross the magic