Questions & Answers with Jodi Akers, Apache Trail Tours

East Valley

The Business Journal
July 22, 2005

Q&A Jodi Akers
Founder/owner
Apache Trail Jeep Tours

Company: Apache Trail Jeep Tours
Address: Goldfield Ghost Town, Apache Junction
Phone: 480-982-7661
Web: www.apachetrailtours.com
Employees: 12

Description: Jeep tours, hiking treks and outdoor adventures exploring the Apache Trail, the Superstition Mountains and Four Peaks mountain range.

Best advantage in East Valley to business success: "Location, location, location! Because our office is located at Goldfield Ghost Town, we are mere minutes away from some of the best scenery in the state. You don't have to drive to Sedona anymore to capture the essence of Arizona."

Company's greatest strength: "Our greatest strength is our desire to share our passions of Arizona and the outdoors with each of our guests. We love what we do and it shows."

Biggest challenge to growth: "This business is so competitive that we always have to be looking for fresh and innovatiove ideas to attract new customers and to keep our regulars coming back. One of our constant challenges is finding the avenue to reach the millions of people that live right here in the Valley. More often than not, it's the visitors who end up bringing the locals with them on our tours."

Growth plans: "Ah, these would be secret! We have a great new corporate team-building event that we will be debuting this fall, but for now, mum's the word. This past year, we purchased newer Jeeps that hold up to nine passengers, which reduced my costs but increased my volume by almost double. This enables us to keep our prices lower, even when gas is skyrocketing."

How are you financing growth: "From the profits of the business and personal resources."

How technology helps your business: "The cell phone is our lifeline. I can talk with my customers on the trail or at the office, so I almost never miss a call. The next miracle that keeps my business organized and running smoothly is my Palm Pilot. Not only can I communicate with my customers on the road, I can schedule tours, access contact information, look up contracts, details and proposals. This device is invaluable, and I never leave home with out it! Next would come the GPS (global positioning systems) that will paly a key role in our upcoming corporate team-building event, but I can't tell you anything more about that yet!"

Your best customer service practice: "Treating our customers how we would like to be treated. The world is so imperssonal anymore - we try hard to make sure they feel welcome in Arizona, and we thank them for visiting."

How you retain top employees: "Communication with the employee is key to retention. And requesting their input on new ideas and projects helps keep the team spirit alive and kicking. It also shows them that their input is important."

Key to success: "loving what you do and having the perseverance and determination to make it happen."