Today we’d like to introduce you to Heather Morrisroe -Sutton
Hi Heather, so excited to have you on the platform. So before we get into questions about your work-life, maybe you can bring our readers up to speed on your story and how you got to where you are today?
Peter and I initially met working on a cruise ship. A decade later, we found ourselves building a family and trying to navigate domestic life. I had a dance and entertainment background and Pete had a maritime background. I focused on raising our kids while Pete developed a career in Corporate America. During that time, I was fortunate enough to have been introduced to network marketing where I was exposed to sale and marketing strategies, working with industry leaders, realizing there is a formula to success. We began seizing opportunities ever.
We are sort of serial entrepreneurs. We bought vacation rentals in 30A where we used my design skills and our cruise ship background to focus on customer experience with a strong emphasis on aesthetics. After having alot of success with those, we realized it was a format that could be duplicatible – focusing on making high end products, with all the upgrades, accessible at a reasonable price. Once we had our 4 children, we wanted to explore more adventures locally. The St Johns River is so special and it surrounds us, we craved more access to what was right in our backyard and found the options were scarce. There was so much in St Augustine. There were lots of options at Jax beach, Flemind Island but not as much for the suburbs of St Johns. We wanted to embrace the quiet and open waters that are so easily chartered. But we wanted to upgrade the experience to provide more than just a boat rental and create a full adventure of fun.
I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
Definitely not smooth sailing, no pun intended! We always underestimate how hard launching a business is because we are so blinded by the vision of the potential and although some might argue that as a flaw, we have actually found that our naivety is an asset. Nothing worth having rarely comes easy. We might have never ventured had we known how hard it would be, however, we are so grateful we always jump in with optimism. But, you have to be prepared for pivots and constant curveballs. I would need a whole book to mention all the challenges. It was daily. Yet, it truly is the challenges that prepare and develop you as a business owner. Your success is determined by the anount of problems you can solve. Luckily for us, almost everything goes wrong, so we learn to troubleshoot things we never knew to worry about. I will say, our biggest struggle was being new to market and experiencing resistance against the inclusion. We sometimes considered abandoning doing the business in St Johns and focusing on St Augustine that already has an established market, tourism, yet it also has alot of competition.
I have always said, Every disadvantage is an advantage and everything that works against you can work for you. We realized its an opportunity to create something new to the market and thats how we began focusing on an all-inclusive rental package, shaping our own lane. We are hoping to be innovative to the rental experience for customers.
As you know, we’re big fans of you and your work. For our readers who might not be as familiar what can you tell them about what you do?
Its strange and maybe gives me imposter syndrome to be a creative person who now owns “traditional” businesses. Im known for being a dancer and a mom, neither of which people find qualifies me to be successful in business. However, I think thats what sets me apart. I look at business from an artistic lens. Theres many aspects where I fall short, and luckily have a partner to balance operational and financial areas I struggle with. And managing 4kids, 4 stages of life, 4 personalities, different demands and needs and schedules hourly allows me to adapt to any circumstances.
Also, I think merging my arts background with sales/marketing experience has kept me being a perfectionist visionary. I truly look at my business like a work of art. I am constantly trying to improve every element in a fanatically meticulous way that creatives often do. It allows me to bring a curated package to market. I regularly assess the variety of customers and how we serve them individually. Thats why each boat even has a tv onboard – what if there is a tired, fussy kid who wants cartoons or just a dad who doesnt want to miss the game….I tried to think of diversity of needs, knowing no family or guest is the same.
Are there any apps, books, podcasts, blogs or other resources you think our readers should check out?
Im obsessed with personal development. I try to keep a constant flow of perspective healthy information and inspiration. I start everyday seeking motivation and I find when I get challenged and discouraged, I have to focus on the books and podcasts that realign myself with the right energy I need to have to show up and live this life.
Pricing:
- Packages as low as $150
Contact Info:
- Website: https://www.stjohnspremierboatrentals.com
- Instagram: https://www.instagram.com/stjohnspremierboatrentals
- Facebook: https://www.facebook.com/profile.php?id=61557544022731
