Today we’d like to introduce you to Mick Pennington
Hi Mick, so excited to have you with us today. What can you tell us about your story?
I grew up in Columbus OH. My father was a small business owner. He was a plumbing contractor and had 8 people he employed. I worked with him during the summers and while I went to college. I joke all the time that the only thing I learned as a plumber’s assistant was that the cold water is on the right and I didn’t want to have to work as hard as my dad did. To that end, I went to Ohio State for both my undergraduate and graduate business degree.
Prior to acquiring Shout Out Loud, I was in the Enterprise Software industry. I held both consulting and managerial positions on both the client side and provider side of the industry. Several times Throughout my career, I started small businesses. None of them did more than provide a living. I was looking for something that could live beyond me.
At 49, I was diagnosed with throat cancer. After successfully completing treatment, I realized if I was going to try my hand at business ownership again, I needed to get going. To help fast track the process, I searched for a company to acquire. That’s how I found Shout Out Loud.
Shout Out Loud was a screenprinting business primarily doing contract printing for apparel companies in Columbus. Leveraging my operational and marketing background, I saw an opportunity to grow SOL both from a sales and scope perspective.
The first major challenge was dealing with the COVID outbreak. The closing date for the acquisition was the day the Governor shutdown the state. Growth plans were on hold. With the support of the previous owner SOL pivoted to being a mask distributor so we could continue operations throughout the pandemic.
As we came out of the pandemic, I started to implement my expansion plan. We added embroidery services and promotional products to our product mix. Instead of relying on a couple of large customers (2 customers represented 50% of our revenue), we started marketing to large festivals and events expanding our geographic footprint as well as pushing for more wallet share of our existing customers through the added products and services.
Before we fully implemented our expansion plans both of top 2 customers decided to shift strategies that left us without their needed volume. To deal with the reduced screenprinting business, we doubled down on our marketing efforts and implemented lean manufacturing principles and automation. This allowed us to produce the same volume of screenprints while transitioning some staff to the growth areas of our business while reducing the number of lower value add positions.
Although the loss of major revenue sources has been difficult, we are a stronger business for it. After the initial drop in revenue, we have recovered nicely with increasing gross margins with a smaller staff. Our plans continue to pay dividends, as we just added NYC Pride and the Dublin Irish Festival this year. We have also expanded our relationship with Jazz at Lincoln Center to provide a wide range of branded merchandise not just screen printed shirts.
Shout Out Loud is now a full service Branded Merchandise Company. We not only produce and source branded products we also provide design and ideation services We also operate eCommerce sites and provide fulfillment services to our clients. We allow our customers to focus on their core business while still garnering the benefits of a well managed merchandise program for both alternative revenue sources and fundraising. We really feel that we provide an amplifier to our clients delivering on their individual missions.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
### Has it been a smooth road? If not, what were some of the struggles along the way?
No, it hasn’t been a smooth road. We’ve faced significant challenges, particularly during the pandemic and with the loss of major customers.
When I acquired Shout Out Loud, the closing date coincided with the day the Governor shut down the state due to COVID-19. This unprecedented event forced us to halt our growth plans immediately. However, with the support of the previous owner, we quickly pivoted to become a mask distributor. This shift allowed us to continue operations and maintain our workforce during a time of widespread uncertainty and disruption.
As we emerged from the pandemic, I began implementing our expansion plans, adding embroidery services and promotional products to diversify our offerings. We aimed to reduce our reliance on a few large customers by marketing to large festivals and events, expanding our geographic footprint, and increasing wallet share from existing customers. However, just as we were gaining momentum, our top two customers, who accounted for 50% of our revenue, changed their strategies and significantly reduced their orders.
This loss was a substantial blow, but it forced us to adapt and innovate. We doubled down on our marketing efforts and introduced lean manufacturing principles and automation. These changes allowed us to maintain our screenprinting volume with a reduced staff and reallocate resources to our growth areas. Despite the initial drop in revenue, these strategies strengthened our business. We recovered, achieving higher gross margins with a smaller, more efficient team.
As you know, we’re big fans of Shout Out Loud. For our readers who might not be as familiar what can you tell them about the brand?
Shout Out Loud is a full-service branded merchandise company based in Columbus, Ohio. We specialize in screen printing, embroidery, promotional products, design, and eCommerce fulfillment. Our mission is to amplify our clients’ brand voices through high-quality, buzz-worthy merchandise.
Core Services and Specializations
Screen printing: High-quality custom screen printing for apparel and other items.
Embroidery: Precision embroidery services for a professional finish.
Promotional Products: Wide range of promotional items to enhance brand visibility.
Design and Ideation: In-house design studio to create or refine concepts.
eCommerce and Fulfillment: Comprehensive services including inventory management, order fulfillment, and shipping.
Unique Selling Points
Comprehensive Offerings: From initial design to final delivery, we manage every step.
Quality and Customer Focus: We prioritize high-quality products and customer satisfaction.
Adaptability and Innovation: Our ability to pivot during the pandemic and implement new services demonstrates our resilience and commitment to meeting client needs.
Brand Identity and Pride
We are proud to serve prestigious clients such as NYC Pride, the Dublin Irish Festival, and Jazz at Lincoln Center. Our ability to deliver consistent quality and innovative solutions has solidified our reputation in the industry.
Company Values and Mission
Our mission is to help clients focus on their core business while benefiting from a well-managed merchandise program. We uphold values of integrity, transparency, continuous improvement, and customer-centricity.
Are there any apps, books, podcasts, blogs or other resources you think our readers should check out?
From a business development perspective, two books are at the core of our customer engagement philosophy: You Can’t Teach a Kid to Ride a Bike at a Seminar and Pick Up the Phone and Sell. Common themes between the two books:
Practical Application: Both books stress the importance of hands-on, actionable techniques over theoretical learning.
Building Relationships: Emphasize the necessity of developing strong, trust-based relationships with customers.
Consistent Communication: Highlight the need for regular, proactive outreach to maintain and grow sales.
Overcoming Barriers: Provide strategies to overcome common sales challenges, such as fear of rejection and lack of discipline.
For my personal life I rely on a meditation app to help me stay present. I found meditation extremely valuable as I went through cancer treatment and I still rely on it to deal with the ups and downs of the business.
Contact Info:
- Website: https://www.shoutoutloudprints.com
- Instagram: https://www.instagram.com/solprints/
- Facebook: https://www.facebook.com/SOLTshirtFanatic
