Despite what one may read on TechCrunch or Medium, it’s actually possible to launch a company without strategy meetings, executive coaches or pivots. For Marianne Edwards, the mid-sixties co-founder of Boondockers Welcome, the idea for the company arose from a passion, and it came to life when she and her daughter joined forces.
Camping without a hookup
Boondockers Welcome is the Airbnb for frugal RVers. (Boondocking in RV lingo means parking without a hookup.) Hosts offer a free parking spot on their property large enough for an RV. Guests search by location and travel date to find matched host listings. So Boondockers Welcome is a reservation web app for this ecosystem.
This is an extremely attractive service for cost-conscious RVers. Guests simply pay a $30 annual subscription fee, a tremendous bargain when you consider that they do not pay nightly fees. Even better: Sign up to be a host, and you receive a 50% discount on the subscription, plus three free months for every guest you welcome. The website says it simply: “Locals invite travelers to spend the night, share their stories, and save their money for the real adventure.”
To stay overnight on a stranger’s property may seem odd (and maybe a little scary) to those unfamiliar, but Edwards, a long-time RVer with her husband, says there’s a culture of camaraderie and hospitality that permeates the RV community. “Seeing the generosity and kindness of those who are willing to share: It’s wonderful,” she says. “And it’s lovely to think we’ve created something like that.”
The journey to boondocking expert
Edwards’ long-time experience in the RV community has been a key aspect of the company’s success. Years ago, she and her husband began their RV passion journeying from their Ontario home base and fell in love with the southwestern U.S. states. Budget-conscious, they found they could stay for free on public lands, such as National Forests or lands managed by the Bureau of Land Management.
When Edwards’ husband suggested returning to a location they’d already visited, she saw an opportunity. Summoning an old interest in writing, she created an ebook for RVers camping on this public land. Thus was born The Frugal Shunpiker’s Guide series, which Edwards sells on a separate website. The beauty of this is that by the time Boondockers Welcome launched, not only did Edwards have subject matter expertise, but she also had a following. This allowed Boondockers Welcome to easily accumulate its first 300 users. “We had an unfair advantage,” she says humbly.
Couchsurfing for RVers
The original idea for Boondockers Welcome came from Edwards’ niece who had been couchsurfing. However, when Edwards looked into developing the technology, she quickly realized she couldn’t do it without capital investment and hiring, so she put the idea on the back burner.
Fast forward to when Edwards’ daughter, Anna Maste, was on maternity break from her full-time job. Maste, a computer engineer, asked her mother about the idea. They made a deal: If Edwards would spend one day a week watching the baby, she would use that time to work on Boondockers Welcome.
That was 10 years ago, and both Edwards and Maste now work full time on the company. That said, they are both very clear that family comes before the business. Edwards estimates they each average 20-30 focused hours a week on Boondockers Welcome.
Division of labor between the co-founders is clear. Edwards handles the support tickets and marketing. They are currently hiring someone to take over support, which will leave her free to focus on marketing, which is now is primarily through word of mouth, with some social media. Maste covers the tech side of the business.
Every road isn’t smooth
What’s been challenging? Edwards would like to automate answers to frequently asked support tickets. Also, some users aren’t skilled with tech. “Because of the age demographic, they’re not as comfortable with technology,” she says. “I need to walk people through, step by step.”
Edwards has also found the workload can get in the way of travel. For example, she and her husband are planning a month-long trip to Newfoundland this summer, which requires that she make plans for all support to be handled by the new hire. This removes the stress of being sure she’s always close to a Wi-Fi or cell signal.
Turning passion to a business
Mid-career is the perfect time to jump into entrepreneurship, says Edwards. Later in life, financial pressure has lessened as children have grown. Perhaps more importantly, though, by midlife, you’ve already developed a sense of who you are and your passions. She walks the talk: Edwards is a true example of how a passion and purpose can intersect with family to create a sustainable business.