Folk of the Wood Acoustic Music Original Interviews: October 29, 2000 with Director Cerro Coso Online

Folk of the Wood
Store Hours: Mon.-Fri. 8:00 a.m. to 6:00 p.m. Mountain Time/Saturdays 9:00am to 5:00pm/Closed on Sundays
Phone: 505-336-1111 • Toll Free Order Line ONLY: • Fax: 505-336-1177
info@folkofthewood.com

Mickey, I'm sure that I'll think of some more questions but here's my first round.
If you prefer I can call you and ask you the questions over the phone and
save you the writing time, etc. That is perfectly fine with me.

Also, if there are questions that you prefer not to answer because of confidentiality or something, please feel free not to do so. I understand that too.

Hi Matt,

I'm glad to assist...

Here they are:

1) How long have you had the business?

Going on 3.5 years under the FOTW flag...FOTW really started as an avocation/hobby. I originally have been in the music business itself for over 25 years...even worked my way through college as a performing acoustic artist. For the last 10 years, I was extremely busy with a one-man ad agency where I designed packaging (for the likes of Radio Shack and WalMart), national advertising, product labeling, catalogs/brochures, manuals, LCD Panels, wrote treasure hunting books, designed a 1500-page website (the largest treasure hunting website hands down) and all the print media for one of the world's largest Metal Detector Manufacturers...an approximately 10-year stint. Due to a corporate takeover (from what was once a family owned business), and a reassessment of job duties/rewards, I pulled out completely. It used to be a truly fun endeavor...but as the new corporation came into power, it became more and more of a struggle. Even so, until my last day of employment, under these extreme auspices, I gave it my all...I worked a relentless 7 days a week and many early morning hours ensuring that all deadlines were met and all s were answered (I was getting a minimum of 200 daily s at the time). After becoming a corporate refugee, I began to focus on my avocation/hobby Folk of the Wood. And, ever since I started to put 100% of my time into it, it's been nothing short of phenomenal. The exponential growth of FOTW is immeasurable.

2) Have you always been the owner?

Yes...and hope to be for my final career...well into 50 years+ of the 21st century (as long as I have the privilege of becoming a nonagenarian that is)!

3) Have you ever run the business as a catalog business?

As a digital catalog business solely. Even so, and as stated earlier, my main trade has been graphic design; I hope to finish our hard copy catalog soon. It's been in the works for quite awhile now...we currently have over 7500 s pending.

4) How much of your business comes from the Internet?

Since we've opened our showroom, approx. 85%...

5) I notice that not all of your products are in your E-Commerce site? Will they be eventually? Do you feel that some shouldn't be there?

Yes, this is true. I have quite a few items on the agenda, to post on our website, including even more support info for acoustic artists. Since we now have the brick and mortar aspect to deal with, we've had to diversify into electric instruments, drum accessories, keyboards, etc. This is the generic side of operating a music store which is required to cater to all musicians. We still are an acoustic specialty shop and do our best to project this even within our showroom. Something to consider is that most music stores look relatively the same...and offer the same inventory across the slate. As a specialty shop, we've set ourselves apart from the generic music retail outlet. In fact, we now have the claim to fame as being the largest acoustic specialty shop in the SW (2800 sq. ft.). Sorry I've digressed from your above questions...to get back to specifics: all of our acoustic products will be added to the E-Commerce side of the store...and, none of our solid body electric instruments/accessories will be added...So far, on our website, everything is in place as it should be.

6) Who does your website?

I originally created it and still maintain it...I brought my brother on board, Bryan Cochran, recently to assist me in its maintenance and production. It truly has gotten out of hand with approx. 2000+ 8.5" page content...approx 700 individual web-built pages. (As of January 10, 2004 our website is now 4000+ individual web-built pages.)

7) How much time do you spend with the internet side of the business? What kinds of things do you do?

I, personally, spend 95% of my time managing the e-commerce side of things...we have 6 full-time employees and 2 part-time employees spread out into other departments. I answer s, take care of phone-related e-commerce, update the website, write books for Mel Bay Publications and check every instrument out before it's shipped. I'm currently working on a series of instructional videos created in our very own studio. We have a media studio I built for the photographic/video purposes of the Metal Detector Manufacturer I used to work for...it was completed about the same time that I pulled out...hence, I'm now putting it to constructive use for FOTW.

8) How much time do you spend with the non-internet side of the business?

Approx. 5%...usually taking part in jam sessions on the showroom floor.

9) I notice that you just added PayPal. How's that working out?

This is truly the wave of the future...electronic banking essentially. A true convenience and certainly another option for many who feel more comfortable paying through electronic means. Having every payment option available ensures we're not ignoring any customer preferences.

10) You do quite a bit through ebay. How long have you done that and what are the benefits?

From the very start I was using ebay. It's been nothing short of a true profit builder. We use ebay today to generate traffic to our website; this is now our main objective with ebay and the best investment for advertising dollars. Alternatively, it's also nice to venue used instruments once in awhile. Take it from many others who have tried, ebay can be a nice avocation but don't give up your day job!

11) What do people think about the streaming video samplers?

As long as they can figure out how to get their computers/browsers to play them, they're completely thrilled. The problem with using video samplers is that so many web surfers are not completely versed in operating their computers. In fact, it's almost commonplace that many web surfers are not completely comfortable with a computer. For instance, something as simple as the surfer not being aware that the Quicktime player can be downloaded from the same pages where the videos are offered. Since we're truly cutting edge, using a high-end digital video camera, the newest version of Quicktime is required to view the streaming videos. Many customers I've asked state simply that they saw the link but didn't click on it. Maybe some of your students can shoot some ideas my way on what would initiate the surfer to even want to go the extra step to view the videos. Currently, I'd estimate that maybe 15-20% of our visitors go as far as click on the Video Sampler link...and only half of them are able to completely view the video....

12) What are the major challenges that you face with doing business over the Internet?

Wow! This is never ending. Everyday, new challenges arise...and, to really stay on the crest, you have to be formulating new ideas everyday. I guess the obvious challenge is: How do you keep up with 200 s daily? I used to contend with this same amount while working in the metal detecting industry. With the outrageous growth and popularity of FOTW, I cannot imagine where this will lead... You gain a new respect for the term: "Going Postal"!

13) What are the rewards?

My biggest reward is providing our customer base with incomparable, innovative service and support. When I get an from a thrilled customer about the instrument they just received, and how well we've set it up to their tastes, it really excites me. Sooo many have offered testimonials that really make the effort worthwhile. What are the pitfalls? I'm very attuned to every customer's needs and musical desires that when I get a customer who is displeased, it truly is disconcerting (even though this is maybe 2% of our shipments). Since we tune, test and set up every instrument for ease of playability, we minimize the chance of a customer not being satisfied. I try so hard to please everyone of our customers which is an impossibility. And, no doubt, some things do fall through the cracks. We have never truly had a completely disgruntled customer since we offer no argument and comply with every customer's requests. Even so, one of the major pitfalls is suppliers not providing product in a timely manner. When we cannot deliver a product for someone's birthday or special occasion, it truly brings me down. It's not the loss of profit as much as the loss of not providing our customer with the sterling service they expect and at the very least, deserve.

14) Where do you see the future taking you?

The Acoustic Music Service we're still establishing is a knowledge-based business. It's not something that Amazon or WalMart can take on with full competence...simply, because it takes technical know-how and years of experience to sell an acoustic instrument. Sure, they can bottom dollar any product...but will that product be set up and inspected properly? Or, will there be a representative that can answer all technical questions? Or, will they be able to repair that product over the years? Or, can they demonstrate that product to a potential customer (I even do a lot of over-the-phone demonstrations with acoustic instruments)? Or, can they properly advise the customer of what would fit them best? and so on...

I'm hoping to continue riding the crest of the internet wave...combining computer technology with innovative retailing...and truly creating new sales techniques that are just unheard of in the traditional marketing realm...such as: full trade-up policies, 100% guarantees, lifetime warranties on every instrument we sell, going beyond limited manufacturer's warranties, every product methodically going through a full set-up/inspection process, a full support system for every customer, and visitor, to be able to tap into......essentially creating a community under the FOTW flag that will seriously put to shame what other retailers can barely accomplish in the stagnant mire of provincial retail practice. And, hopefully, with this effort, I'll be redefining traditional perspectives that have been too well-established in the retailing industries by setting a precedence through inventing an e-commerce co-op system of retailing.

Please do not feel that you must take a lot of time with this. I know that you are very busy. Do you think that you will have time to join our online discussion? Maybe two times during the week? Again, I understand if you don't.

I'd be glad to...it would only mean bracketing the time for it...additionally, maybe I can get you to enlist your class to critique my website for problem areas. I would be more than thrilled if you would consider making my website a class project. There are so many problem areas to contend with, as you're well aware, such as: web promotion, download time, browser compatibility, bad links, page info focus, website awareness, text legibility, and on and on...

As a little background. Cerro Coso Community College is located on the eastern side of the Sierra Nevada mountains in California. Our largest site is in the city of Ridgecrest (in the Mojave desert). We also have sites Edwards Air Force Base (where the space shuttle lands sometimes), Lake Isabella, Bishop, and Mammoth Lakes. I am the Director of our online program and work out of the Mammoth Lakes office. In my looking at the Ruidoso website, I think that Mammoth Lakes and Ruidoso are very similar - year-round mountain ski resorts, etc. Our online program offers about 12 Associate Degrees completely over the Internet with no on-campus requirements. We are a very small school but our online program is very competitive and makes up about 15% of our overall enrollment. We have approximately 1,500 individual students taking classes online from all over the world although most are in California. Our online site website is http://www.cc.cc.ca.us/cconline my personal website via school is http://www.cc.cc.ca.us/escc/instructors/mhightower.html

I didn't remember that you built a guitar...now, that's a challenge...

Again, if you would like me to ask you the questions over the phone and do the writing, just let me know a good number and time.

I guess this won't be necessary...unless you just want to shoot the breeze.

Thanks Mickey. What size shirt do you wear?

Medium to Large...

Interviewer: Matt Hightower, Director Cerro Coso Online

Interviewee: Mickey Cochran, President Folk of the Wood

Please stay in touch and let me know if my Website will fit your class curriculum as a project...in essence, I'm asking you to establish our very first FOTW "focus group"...

Mickey Cochran
Folk of the Wood

Date: Wed, 25 Oct 2000 18:27:00 -0600

Preliminary Interviews October 2000:

Hello Matt,

In answer to your further questions:

Mickey,

I had to go out of town yesterday so am dealing with the repercussions now. I can empathize with your abundance of s. You do a very good job of responding to them though. I can imagine that some of them can be very involved. Is staying up up to 3:00 AM is worth it?

Well, you know, being a corporate refugee, most definitely. The main reason is that I'm putting in this effort for myself; whereas, at one time, I was staying up answering s all night for someone else's interest (which they really didn't appreciate anyway).

I'm working on a list of questions to ask you about your business, experiences, and processes for the e-commerce class. Can I use the "About us" information from your website as an introduction once we're both ready? I'll send some questions, etc. in another .

Sure...you can start with the About Us...although, I should update it for this year. Send on the questions.

Regarding the Gallatin trade, I guess it will be my Christmas/Birthday present to myself. My wife gets a new bathtub and bathroom remodel so it's fair? I'm going to wait until the beginning of next month when my new American Express billing cycle starts. Do you have the mandolin in stock? What do you think of the Gallatin? I really like the fretboard on the Y2K, but would like a little louder and woodier sound and a little better mandolin than that or the Ephiphone.

I have a Gallatin currently on the way...it's supposed to ship at the end of this week. I also keep scheduled orders with Weber to ensure timely delivery on all models.

Anyway, I appreciate your promptness and thoroughness and think your practical insights into e-commerce will be great for our class.

You're most welcome.

Here I am, on the guitar, sitting in with some of my favorite people: Capitan Gap. This was at a bluegrass concert held at the Weed Cafe in Weed, New Mexico. We live in the Sacramento Mountains--Tall pines surround our timber frame home built on the side of a mountain within the pristine Spring Canyon of Alto, New Mexico.

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Mickey Cochran
Multi-String Acoustic Instrumentalist

Mickey is a devotee of acoustic music...he believes in and promotes every aspect of acoustic music in most all venues.
He is now owner and president of Folk of the Wood which specializes in new and used acoustic instruments along with instructional material published by Mel Bay.

Mickey states: "I have played acoustic music, without amplification, professionally for over 20 years. And, since I've always enjoyed sharing my knowledge with others, I decided to become more involved in supporting everyone's efforts in improving their acoustic musicianship by writing for Mel Bay Publications. Learning is a lifelong process that we all, as acoustic artists, should consider in our daily efforts to improve...we should never feel, within one lifetime, that we've reached the pinnacle."

Mickey has produced and recorded two acoustic music recordings "Pickin' the Cattleman's" and "Historic Songs of El Paso". While working as a full-time acoustic musician (6 nights a week for 12 years in one restaurant at Indian Cliffs Ranch/Cattleman's Steakhouse), he attended journalism school with a focus on photography and computer graphics. Mickey graduated from UTEP with a journalism degree in 1989. Since graduating, he used to pursue a career with a major metal detector manufacturing company as Communications Director/Graphic Designer. Since becoming a corporate refugee, Mickey is now devoted to promoting acoustic music and assisting others in their learning endeavors.

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Acoustic music is here to stay...all natural and no artificial ingredients. Healthy for the soul and spirit!

Our utmost goal as FOTW is to offer full acoustic support...we're more of a support system than we are a retail outlet. It's almost like an acoustic music co-op. You're 100% protected no matter what you purchase through us. You have our lifetime trade-up policy that protects your investment and allows you to grow into other instruments. This means that you always retain your initial investment...even if you traded in a used instrument...you still retain the full credit that was allotted you. As long as you own your FOTW instrument, we stand behind it 100%...if any defect arises, even if it's not a manufacturer's defect, we will repair or replace your instrument as deemed necessary. Ultimately, your complete satisfaction with the products we represent is our final objective.

I started Folk of the Wood as a lifelong effort. I have played acoustic music, without amplification, professionally for over 20 years. And, since I've always enjoyed sharing my knowledge with others, I decided to become more involved in supporting everyone's efforts in improving their acoustic musicianship. Learning is a lifelong process that we all, as acoustic artists, should consider in our daily efforts to improve...we should never feel, within one lifetime, that we've reached the pinnacle. Folk of the Wood is your venue to gain more knowledge and to find the tools of the acoustic trade.