Author: Don Reynolds
I guided the launch and growth of Rogue Party Bus from concept to the Rogue Valley’s leading party bus brand. My work included regulatory compliance, hiring, financial modeling, and marketing strategy, including a standout event with RuPaul’s Drag Race star Pandora Boxx. The business reached breakeven in 18 months, achieved profitability within two years, and expanded from one vehicle to two.
Challenge
In early 2022, entrepreneur Daniel Tharp set out to launch a party bus business in Oregon’s Rogue Valley. He faced several challenges:
- Navigating startup requirements, regulatory compliance, and licensing.
- Balancing the demands of a full-time job while building a new venture.
- Determining the right timing to transition into full-time business ownership.
- Standing out in a competitive local entertainment market.
Daniel had long wanted to run his own business. Like many office workers, he felt stifled by bureaucracy and frustrated that his process improvement ideas went nowhere. When he found the opportunity to purchase a party bus, he saw a way to combine his passion for drag shows and nightlife with his goal of running a better, more responsive business.
Approach
Transitioning to a new stage in life is always difficult. While Daniel was hoping to become a small business owner, I was working on completing my MBA while acting as the operations manager for my company. Helping him to get a strong foundation was the perfect project for me to stretch my skills beyond coursework and running an established company.
There were three big hurdles we dealt with: the rules on establishing the business, when to transition to the new business full time, and how to get his name out there.
Dealing with the business rules was a perfect start for the project. My work with At Your Pace Online (AYPO) was centered around taking complex legal requirements and breaking them down into comprehensible action plans. I assisted Daniel in researching the requirements, from city licensing and insurance needs to federal DMV requirements. We were successfully able to identify the large number of hoops he needed to jump through and create a business entity which was legally compliant with a minimal amount of work.
In any small business venture there is a point where it transitions from a hobby to a real job. This is one of the most scary times for a new entrepreneur because messing this up means not having the money to try again. Making this decision requires looking at one’s savings, determining what kind of cut to income your budget can handle, and forecasting how well the business will perform going forward. I worked with Daniel to create clear signposts that would mark when he was ready to leave his current job and work on the business full time. These objective markers gave him the confidence to jump into the business with both feet and succeed at becoming a self sustaining business owner.
The final hurdle was getting his name out there. We worked on devising a marketing strategy that involved social media, connections with local businesses, and giveaways.
One of his most successful ideas was to launch All The World’s a Drag, a special event starring Pandora Boxx of RuPaul’s Drag Race, an international television franchise which as run for 17 years. He was able to secure this high value performer and build an event around her. I helped him by advising on pricing strategy and selecting the most effective marketing channels, which resulted in strong ticket sales and lasting brand visibility.
Results
Within two years, Rogue Party Bus achieved net profitability ahead of typical industry timelines. Daniel has produced dozens of profitable shows, including two with over 1,000 attendees, and expanded the fleet to two buses. The company is now the leading party bus brand in the Rogue Valley, supported by the strategic groundwork laid during its launch.
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