This article explains the purpose of the TRUpreneur newsletter, and its relationship to its sibling TRUpreneur PRO. It should help you determine whether either or both of these newsletters are for you.
I have firm beliefs, opinions, and experiences about entrepreneurs that originate over 55 years ago when as a young teenager I ran little businesses on summer vacations. I use travel metaphors as I believe that running your own business is an ongoing adventure. So lets start with a story from my most recent vacation.
It was the end of a incredible 4 day stay at a modest, off the beaten track lodge in Costa Rica. It was the true highlight of our trip. Our small detached cabin had 3 key things for us: a comfortable king size bed, a large bathroom and shower, and a sizeable deck. We had sat for hours on this deck, occasionally writing, but mostly just enjoying an incredible variety of Costa Rican bird life. That was it.
Except for the amazing meals that they served. We ate all of our meals there. Easily the finest food we have had in 4 trips to Costa Rica
On the outdoor terrace high above on a fertile agricultural valley we were having our last amazing meal: a tasty three course breakfast. We could not believe our fortunes at coming upon this little gem. We looked down on the lush garden and trees, and the cattle farm about 100 feet below for the last time
I said to our genial host Guillermo that his father gave him all the credit for designing the menu, the amazing cooking and the wine list (they had a marvellous wine cellar which is very unusual for Costa Rica) for the restaurant. It was the heart of their thriving business. In his self effacing manner, he said that so many people helped contribute to their success. I persisted, pressing hard to give him a compliment. He shuffled on his feet, more deflecting murmurs.
Then Guillermo started to talk.
“I like so many things about our business, not just the menu and the wine. This is a true family business. I have long loved the hospitality industry and gradually adding to our lodgings. We have specifically planted a collection of trees, bushes, and fruit bearing plants to attract the most variety of birds to your rooms.”
“We decided when we started to be a true farm to table operation so we set out to build all aspects of the farm. I love the fruit and vegetable gardens, growing all of the produce for the restaurant. I have worked with a local man to develop and improve our harvest. I like that we have a cattle herd to supply our cheese making operations. (They made the best assortment of cheeses I have ever had in Costa Rica). My brother went over to Germany for nearly two years to learn first hand how to make great cheese. Of course the beef of Costa Rica is very well known.”
“I found two more local people and together we experimented with cooking and creating dishes until we were all satisfied. They became the chefs. I also like working with the serving staff to develop a team approach to service. I like ensuring that our clientele have the best experience.”
He said all of this in a modest way, slow because English was his second language but also because he was a thoughtful man.
I couldn’t have better summarized what I believe a TRUpreneur is and the type of entrepreneurial organizations I want to help. In the course of 8 years, his family had transformed an old sugar cane farm that his grandfather owned to a well respected local hospitality centrepiece. We had seen many different groups come to enjoy the great food and wine. Several couples visited for romantic getaways staying in one of the cabins they had. Their hospitality operation clearly was a major part of the local community, and repeat business seemed very high as they welcomed many returning friends. They grew their business organically, with a wonderful family vision in mind, adding new features as cashflow and business permitted. We observed on the land below the outdoor terrace that more expansion was happening. Evidently to host larger gatherings and events.
They had hired local people from the surrounding small villages and trained them in the hospitality industry or to work the plentiful gardens and nurseries. We observed how well they treated their staff, who were like family. We got to know our chambermaid who sang their praises. Guillermo said that they liked to make decisions as a group.
Based on this humble but compelling story let me summarize my beliefs for long term entrepreneurial success, which I call TRUpreneur:
To have a VISION that was based on personal beliefs, strengths and values.
They were in this business for the LONG HAUL.
The focus on QUALITY. To start well and continuously improve in all parts of their business
To begin and build with the CUSTOMER in mind. They must love the experience and want to return and tell others.
To build a TEAM that is trained and cohesive. In their case they created valuable NEW EMPLOYMENT in a small rural town.
To manage the FINANCES in an appropriate manner and to GROW ORGANICALLY.
To dedicate much effort to LEARNING and DEVELOPMENT.
To provide the best VALUE FOR MONEY.
They completed enjoyed the experience and PROCESS of running their business
By doing all this they made handsome profits. As a result; not as their primary goal.
Let me go through the beliefs and attitudes that I am not about. If this is what you are looking for stop now and find someone else:
Getting rich quickly
Getting rich without effort
Sidehustling (there is only one good exception)
Passive Income
Solos looking for all digital marketing solutions
Lone wolves looking to doing it their way only
Starting a business without preparation or design
I have named these two newsletters TRUpreneur for a few reasons. The word entrepreneur comes from the French, meaning to undertake a project or venture with risk involved. It was used to describe people who arranged undertakings involving people amongst other things. Hence, these newsletters deal primarily with a key part of building businesses involving others, not just doing business by yourself. I believe in crafting enterprises of lasting value for the long haul. That is a true focus of mine. The last reason is that a key element of my success as a consultant was that clients paid me for truth telling. These newsletters will provide pragmatic realism not illusory hacks. I am the antidote to magical thinking.
I love entrepreneurs, small businesses, the adventure of starting and building towards a creative vision. TRUpreneur is aimed at people starting or running businesses of all sorts to provide ideas, input and imagination for those who choose this eventful path. Eventually I will monetize some of what I write in this newsletter but it will be modestly priced. It now has a new URL - trupreneur.ade.guide, based on my lifestyle company - ADE - representing the values that I espouse: Adventure, Discovery, and Exploration.
Its partner publication, just launched, is called TRUpreneurPRO, aimed at entrepreneurs building practices in all types of consulting and professional services including:
Design and Marketing
Technology planning, implementation and support
Financial and Operations specialties
Strategy and Management consulting
Human Resources and Talent services
Training design, development and delivery
I have experience in all of these types of consulting gained over 44 years of hands-on experience. More than 25 of these yers were establishing and growing consulting firms from scratch. This publication will be monetized immediately and will provide much deeper resources; what I am calling Insider Eyes: Insights and Information, Intelligence and Innovation, Instruction and Inspiration. More information can be found shortly at https://open.substack.com/pub/trupreneurpro?r=6vfnt&utm_medium=ios
I look forward to interacting with many of you regardless of your stage in the entrepreneur life cycle, no matter what type of business you run.
My wife and I on the outside deck restaurant at Don Lolo in Costa Rica: https://www.ecogranjadonlolo.com/en/
Guillermo sounds like someone who truly gets what it means to build something with soul.
That's how I want my restaurant to be.
Nice to meet your wife David :)