THE ENTREPRENEURSDan Thomas found his calling selling custom-made tiki bars
By: Kara Fitzpatrick
EAST WINDSOR Some entrepreneurs are inspired during unlikely situations.
Take, for example, Dan Thomas, whose attendance at a summertime bash spawned a successful business opportunity that is rounding the corner of its third year.
The idea to sell custom-made tiki bars came to Mr. Thomas, owner of Tiki Time, while at a pool party a few years ago. Mr. Thomas took a liking to the tiki bar that garnished his friend’s patio so much so that he decided to offer the tropical amenity to others.
"That got my wheels turning, being a businessman," Mr. Thomas says in his crisp English accent. "I wanted to give people a better experience in their backyards to bring the exoticness of the islands to their backyards."
And so that spark of summertime inspiration materialized as Mr. Thomas’ second business. The East Windsor resident and United Kingdom native also is the owner of Chameleon Marketing, a pharmaceutical marketing firm.
He says his overseas roots have boosted his motivation to be a business owner.
"I was living in the U.K. before," he explains. "That environment is not great for business, because there are so many government restrictions."
After coming to the United States in 1993, Mr. Thomas thought the time was ripe for him to begin his own venture.
"People (in the United States) tend to be more proactive and positive thinking," he says, adding that he believed he could pair his marketing skills with his creativity to launch a successful business.
And so, in 1996, Chameleon Marketing began. Seven years later, Mr. Thomas was ready for another challenge and started Tiki Time in 2003.
As the owner of a business with a sole purpose of providing customers with a relaxing and fun environment its slogan is "You Deserve Tiki Time" Mr. Thomas says his personality is reflected in the paradisiacal motif a backyard haven offers.
"You have to embody the product," he says. "I am a great believer in work hard, play hard."
Mr. Thomas has gone so far as to purchase crocodile hunter attire that he wears to the first consultation with his Tiki Time clients. The garb, he says, provides the client with an overall experience instead of just a product.
"Some people are totally taken aback," he says of the reaction when he shows up at the door fully donned in clothes more suited to the Australian outback. Usually the reception is one of delighted surprise. "One woman, she just couldn’t stop laughing," he recalls.
Just as he likes for his clients to reserve some time for relaxation and enjoyment, Mr. Thomas is not afraid to admit, despite being an ambitious businessman, that he has time to have a bit of fun. "Not crazy, but I enjoy myself a bit," he says, laughing.
Creativity is one trait on which Mr. Thomas prides himself but, he says, creativity alone won’t bring success in the business world. Entrepreneurs must be equipped with a plethora of street smarts and an absence of fear of the unexpected.
"There is so much involved, apart from the excitement of ‘I own my own business,’" he says, adding it doesn’t take long to determine if being an entrepreneur is the right career. "You’ll soon find out if it is for you."
Over the past 10 years, Mr. Thomas says he has learned a fair amount about what makes a successful business tick.
"A lot of it is being at the right place at the right time," he says.
But he acknowledges there are a few things people need to know in order to turn those "aha" moments like the one Mr. Thomas had at the pool party into a lucrative business.
"If you are someone who is conservative and likes that regular paycheck, I can tell you being an entrepreneur is not for you," he says.
Mr. Thomas admits that at times it can be overwhelming going it alone in the business world. However, he says, "It’s worth it. The key is you’ve got to manage your time."
And even with the busy schedule he faces each day, Mr. Thomas says he always carves out some free time.
"I make a point of getting to the gym three times a week," he says. "I feel that physical exercise, where you’re in a business environment, is key. We tend to sit a lot. (Working out) keeps me in shape and also makes me mentally alert."