You may not think that there’s a huge market for mule and donkey training – but you’d be mistaken. Steve Edwards has been building Queen Valley Mule Ranch since 1981, traveling the world training mules and donkeys in North America, South America, Europe and Asia.
The QVMR business model has traditionally revolved around Steve appearing at clinics and expos around the US, setting up a store at each event with saddles, instructional videos and mule and donkey specific tack. His merchandise has been available for sale online; annual online sales have been formidable and what many would consider successful. However, the online business has been the secondary model.
When we began working with Steve, he was running a website that had several pages about his services, about a dozen informational articles (blog posts), product listings with low resolution photos of his products and a dozen videos that he linked to on YouTube.
Queen Valley Mule Ranch owned an email list of several hundred people, no social media and no advertising of any kind.
Steve’s audience has always been one that gathered in arenas and round-pens with individuals he would connect with once or twice a year. These same people were also online and Steve was ready to connect beyond the occasional event.