We recently connected with Deanna Ratnikova and have shared our conversation below.

Deanna, thanks for taking the time to share your stories with us today Let’s kick things off with your mission – what is it and what’s the story behind why it’s your mission?

After embracing the 9-5 grind and later becoming a parent, staying active and healthy became a challenge. You know what turned it all around? Spending time outdoors and incorporating some movement into my daily routine. I don’t obsess over perfection or duration; I just get outdoors and go every day (even if it’s only for a few minutes)!

These habits transformed my physical and mental health, and I believe time outdoors and movement can help others, too. My product, The GO Deck, is how I share my passion for exploring the outdoors and staying active with others.

I focus on urban environments because getting to “The Great Outdoors” (i.e., national parks, wild and remote places) is not easily accessible, nor affordable, for everyone. My cards showcase natural attractions in metropolitan areas so that getting outdoors and being active is fun and easy for all!

Deanna, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

I created The GO Deck, which is 52 cards featuring outdoor locations in or near urban environments. San Diego was my first city deck, and I’m finishing a second one now for Knoxville, TN. On each card in the deck, I provide details about a location, how to get active there, and nearby extra attractions also worthwhile. Every week of the year can be a new adventure!

One way The GO Deck is different from your typical hiking book is that I don’t provide step-by-step instructions. Rather, I provide as many details about the trails available (like distance, terrain, and inclines) to empower the user to be the architect of their outing and design it suitable to their abilities and interests. I also shy away from using the word “easy” in descriptions because what one person considers easy, another may find quite hard.

Additionally, I deviate from traditional hiking books in that I showcase a variety of outdoor places, some of which wouldn’t be considered “hikes” because they can be explored via paved surfaces. Despite the non-natural trail surface, these places are still packed with natural beauty, and I love that these spots allow those using strollers or mobility aids to be included on nature outings.

Though the brand is just starting out and it’s unclear how far I’ll be able to take it, hearing testimonials from clients about how The GO Deck helped them discover a new place is one of the most rewarding aspects of the business. Some of my most cherished memories with friends and family happen during our time outdoors, and I hope The GO Deck helps others get outdoors and create amazing memories.

Are there any books, videos or other content that you feel have meaningfully impacted your thinking?

I listen to the “How I Built This” podcast, and it helps me stay motivated through the ups and downs of starting a small business. On the show, many of the entrepreneurs share the challenges they faced and how they’ve persevered. Their stories give me hope that my time and efforts with this venture could eventually become a profitable and successful business.

We’d really appreciate if you could talk to us about how you figured out the manufacturing process.

Community connections were critical to finding my card deck manufacturer. I first put out inquiries within Hera Hub, a women’s coworking and business community. The other Hera members have a wealth of knowledge that I lean into with every new chapter of my business. After getting some vendor suggestions and seeing their available card box options, I narrowed my search to a vertical telescopic box and eventually found a vendor through a connection I made on Etsy (which is where I currently sell my products).

The biggest lesson in the production process has been timing. Things moved forward fairly quickly at the beginning with the design proofing and sample print, but once we moved into bulk production, there was significant lead time, plus shipping delays.

Knowing how long production and shipping can take, I now set deadlines in my product development phase to ensure everything arrives on time (e.g., for the holiday season). I also always ask the vendor to send a sample before we move into bulk production.

Contact Info:

• Website: https://thegodeck.com/
• Instagram: https://www.instagram.com/thegodeck.sd/
• Facebook: https://www.facebook.com/profile.php?id=100094255120208
• Linkedin: https://www.linkedin.com/in/deanna-ratnikova/
• Youtube: https://www.youtube.com/@TheGODeck

Image Credits
Stefanie Blue