Telling a bad economy to go 'scoot'
In the middle of a financial crisis, is it wise to start a new business? Arlene Battishill did. Scott Jagow talked to the entrepreneur about the challenges she's faced starting her company right now.
Arlene Battishill (center) and Scooter Girls (Suzie Lechtenberg)
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TEXT OF STORY
Scott Jagow: I've been tooling around LA a bit, talking to people about their economic situation. I met a woman named Arlene Battishill. She works for a homebuilder. And, with good reason, she's worried about losing her job. So this summer, she came up with a backup plan -- her own business. It began when her niece graduated from college and bought a scooter.
Arlene Battishill: And the next thing we knew, we're like, well, she has a sister, she should get a scooter too. And that makes them the scootergirls. And I'm like, wait a minute, scooters . . . Hooters on Scooters! And I'm like, YEAH, that's the hook -- Hooters on Scooters.
Now, before you jump to conclusions, Arlene might be on to something. Her new company, Scootergirls, does mobile advertising. A bunch of women drive around, in scooter formation, wearing company logos.
Battishill: Who isn't going to notice all these great-looking girls traveling in a pack of 20 or 30 of them driving down La Brea or Santa Monica, and yes sex sells, we get it, we understand it, and we're all strong women, and we're going to use it to our advantage. But we're not going to exploit anyone, that is not what this company is about.
OK, so there's the concept. And in a bad economy, companies are looking for ways to cut advertising costs, so this might just work. But isn't it a terrible time to start a business?
Battishill: You know what, I have to expect I'm gonna lose my job. So what am I going to do about that? You either let it happen to you and be a victim in this economy or you say, "I'm not going to be a victim."
But the money's a bit of a problem. Arlene couldn't get any credit at her bank, not even a company credit card. So, she cashed out half her 401k to buy 30 scooters and hire more women. The money's so tight, she's basically running her company on the barter system.
Battishill: For example, we have some scooter mechanics that their car broke down. They can't get to all the other jobs they're doing. So I've lent them scooters so that they can get around and they're going work on our scooters in exchange. We have a printing company, who he wanted a scooter, so we gave him a scooter and he's doing all of our printing for us exclusively.
Arlene's being pretty creative, and she's certainly determined. But there's no guarantee her business is going to make it, and Arlene could lose a lot. For her young niece, Cherie, the original Scootergirl, this is quite a leap into the real world.
Cherie: I think yeah, the economy's bad, but everyone has something else to offer and you know, I'm like my aunt, I'm not going to take no for answer. And sometimes that's all you can do is make things happen for yourself and do it by yourself. You know what I mean?
Comments
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10/23/2008
Inspired by this story, I contacted Arlene and had an in-depth interview with her about how she started ScooterGirls and the obstacles she had overcome. This was truly an inspirational story. During this economic downturn, many of us can learn from her. If anyone is interested, please check out the interview at http://www.geekmba360.com/?p=302.
thanks.
Bill
10/16/2008
Why, did she not think of using electric scooters to make a statement ??
From Plano, TX, 10/15/2008
She has the American Spirit and I say YOU GO GIRL!!!!!!!!!!
From Berwyn, PA, 10/15/2008
Arlene;
Congratulations on taking your turn at bat; employing abled-bodies and living the American dream. Ignore the cries of those feeling "victimized" or "exploited" by the "system" or anybody else. You're employing assets that are much more fuel-efficient than the trucks & autos that are driving around advertising. If your business succeeds, you will know that you are providing a service that people want, need AND can afford. Note: There are less congested, lower-cost-of-living places to reside, than the Inland Empire.
From Bay Area, CA, 10/15/2008
I believe Ms. Battishill has a great idea in fact I believe the scooter concept would be a hit in The Bay Area. I would like to purchase one myself and will contact the scooter girls. Live your dreams! Bravo
From Cherry Hill, NJ, 10/15/2008
Arelene makes a great point - you can sit and wait for the axe to drop or lay offs to happen. Or, be aggressive and go on the offense. Although the idea is far fetched and most likely perfect for the busy streets of So CAL I am sure you will hear a fair share of "exploitation" and "environmentally irresponsibility" comments. Those same people will be layed off soon and busy staring at your Scooter Girls as they drive around looking for work.
Good for you Arlene! Best of luck!
From CA, 10/15/2008
I think Arlene's idea is quite clever. Times are bad for everyone and firms look to new ways to advertise to keep things going. Sex appeal does draw attention and if it's to your product versus your competitor's, why not?
I also think it takes a certain amount of 'bravado' and guts to start a company like this in these tough times, so if you've got it, use it.
And, I'm not too sure I understand the previous comment about clogging of already congested traffic, poor use of fossil fuels or "advertising stuff". As I see it, scooters don't take up much space, they use much less fossil fuels than other driving build boards I've seen out and about in LA and isn't that what all advertising is about anyway?
I say: Good Luck to you Arlene.
From long beach, CA, 10/15/2008
With all due respect to Ms. Battishill, while she is obviously enamored of her "hooters on scooters" idea, "Scooter Girls" has got to be the most irresponsible business idea i've heard in a while.
She says: "Who isn't going to notice all these great-looking girls traveling in a pack of 20 or 30 of them driving down La Brea or Santa Monica, and yes sex sells, we get it, we understand it, and we're all strong women, and we're going to use it to our advantage. But we're not going to exploit anyone, that is not what this company is about."
Ok, 20 or 30 scooters, clogging up already insanely congested west side L.A. traffic, burning up yet more fossile fuel, to advertise stuff nobody wants, needs and/or can afford?
Thanks, but no thanks, Ms. Battishill.
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