If you think hockey is tough, try getting 50+ products on the shelves in Wal-Mart, Dick’s Sporting Goods and L.L.Bean. That’s what Andy Kaufmann, the new owner of the Jacksonville Icemen hockey franchise, did to build a company from $1.3 million to $26 million in 6 years. Andy started a Jacksonville based manufacturer from scratch by branding a product line, with a different twist - selling outdoor and camping equipment under the “survival” brand and using unique packaging. His branding strategy, along with his management style of leading left to right, instead of top to bottom, allowed him to sell his company, UST Brands, and then change his life direction to owning the Fort Myers Miracle minor league baseball team and now the Icemen. His favorite product breakthrough was an outdoor lantern that was powered to stay lit for 30 straight days, which won a Popular Mechanics award. He tells entrepreneurs, even if their product or service is common or average, determine a different way to brand and market their business. In addition, always try to offer a solution to a problem. Visit his teams’ websites at Jacksonvilleicemen.com and miraclebaseball.com. Andy is pictured on the left in this “Lunch with Les” photo.
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