The Beacon ~ Generation Gap is Bridged by Internet

Photography and Article by Amelia Painter

          At the Generation Gap, a female Boxer pup sleeps at the base of a large filing cabinet.

          Slipcovers and puppy toys have converted a visitor’s divan into a dog’s sleeping area. It is easier to notice the obvious – the Generation Gap is not like most companies.

          For those who like to take things into their own hands, the learn-by-doing strategy that business owner Marlene McLaren of Spirit Lake has adapted keeps her attuned to the needs of her customers and on course. Business circumstances have required her to be flexible and ready to react to new opportunities. Swirl, bob and spin to stay afloat appears to be her motto. This approach of trying something, assessing the pros and cons and then trying something else has been central to the success of the Generation Gap.

          “My interest in the craft business started about 10 years ago after our children were all out of high school,” explained McLaren. With assistance from her husband, Richard, owner of McLaren Insurance of Spirit Lake, she began her business by selling at weekend craft shows while working at Cleone’s Enterprises. “When Dena and Cleone Franken decided to close the Cleone’s Enterprise operation in Iowa and focus all energies on their other shop in Texas, I assume the lease and took over their shop space at The Stables.”

          In October 991, whither supplier resources passed-on to her by the Frankens and hundred of unique handcrafted items she created homes, she opened the doors to her first retail store – Generation Gap. It was an instant hit and the unique craft shop thrived at The Stables location for six years.

          In the summer of 1997, the McLarens decided to build a new home. Since they planned to do a large amount of the work themselves, a need to adapt to a new situation was apparent. Additional space was added to the couple’s construction plans. When the time came the retail store was closed and the business was moved into a custom-designed space in their new home.

          In April 1998, they began sharing space for their two separate businesses McLaren Insurance and the Generation Gap. The space was located between Calvary Methodist Church and Woody’s Pizza in Arnolds Park.

          Dependant on walk-in traffic, the Generation Gap suffered greatly as a result of the construction of the new Highway 71 bridge.

          She decided to try selling her products on the Internet. “If I would have waited for the completion of the road, I feel I would have died business-wise,” said McLaren.

          Within weeks she was not only the proud owner of a new computer system and an online version of the Generation Gap, but she had greatly reduced monthly expenses by moving the business back into her lakeside home office.

          “I have been very pleased with the Internet sales. At first, I put a variety of my products on the web site to test the waters. After several months, I was able to identify which products the web community was interested in purchasing. Then, I narrowed my offerings down to just those items.”

          Her orders are e-mailed, faxed or phoned into her. The online store features hundreds of popular bandannas and Hemp Craft Cording. It has a special appeal to do owners as she designated her youngest daughter Boxer pup, Bones, as the web site’s mascot.

          Site promotion has taken months. She has spent literally hundreds of hours posting to Internet newsgroups, guest books and relevant search engines. Reciprocal links have gotten the message out to others as well.

          She has become friendly with Webmasters running other local sites and has developed relationships that encourage reciprocal links – she links to their site and they link back to hers. She is also careful not to link to another site without first obtaining permission or send e-mail that is not welcomed. As a merchant in an emerging International marketplace, though new to her, she steers a course based on the same ethics, honesty, and good service that her Lake area customers have long appreciated.

          Internet sales increase daily, so does her ability to obtain information from customers and act on it. In response to her customer requests, a mail order catalog is planned for the future along with additional product lines. By staying flexible and being adaptive, she has sailed through some rough waters. Now she has navigated her company from close to sinking to skimming the waters.

Date of Publication: March 25, 1999   *735 Words   *View Clip