Coming home - after incubation.

• Author: Brelsford, Harry
• Position: Outdoorwear manufacturer Tarmegan

Many displaced Alaskans are plotting their returns to the Great Land, a move that will help both them and Alaska. Several have shared stories with me about economic hardships forcing their moves Outside. But how to come home successfully? A few have figured it out.

One couple with an appealing "coming-home" strategy is Megan and Tim Ratcliffe, owners of Tarmegan, an all-occasion outdoor-wear manufacturer currently located in Seattle. Tim, a former southeast Alaskan, can't wait to return home, with family and manufacturing firm in tow.

Tarmegan is a merger of interests. Tim enjoys mountains, climbing, glacier walking and forest camping. Megan enjoys lattes in the city museums in the evening and boating at sunset. So they started Tarmegan, a company that contributes to the outdoor enthusiast and city resident alike and specializes in fleece outerwear. Tarmegan's coming-home strategy includes:

Incubation

One advantage of being based in a large city for a company with modest capital like Tarmegan is that it allows the Ratcliffes to carefully select raw materials from multiple suppliers. The Ratcliffes feel their company's Seattle location provides the opportunity to purchase wisely and develop business relationships that will prove valuable when they move to southeast Alaska.

Labor Competing with high-volume manufacturers that use low-cost local labor in Seattle is an immediate and future concern. When Tarmegan relocates to Southeast, labor costs will inevitably rise. To absorb these costs, Tarmegan products must be perceived as having value, especially if priced higher than mass-manufactured competing brands.

This is a major issue. Tarmegan is not willing to subcontract its manufacturing to lower-cost regions or countries. The Ratcliffes intend to ultimately base Tarmegan's operations - from sales marketing to design, administration and manufacturing - in southeast Alaska. In fact, one of Tarmegan's objectives is to employ local Alaskans.

Markets

The Ratcliffes understand changing markets. Tarmegan's primary market will be tourist-related sales during Southeast's busy summer months. The secondary markets, domestic and international customers, will play an important role and be serviced by Tarmegan's presence on the Internet. Future marketing considerations include having a worldwide-web home page (an electronic storefront on the Internet) for shoppers.

Shipping/Distribution

Tarmegan is investigating how to ship raw materials to Alaska...