Alright – so today we’ve got the honor of introducing you to Melissa Kunnert. We think you’ll enjoy our conversation, we’ve shared it below.

Melissa, thanks for taking the time to share your stories with us today How did you find your key vendor or vendors? Maybe you can share the backstory and share some context and the relevant details to help us understand why you chose them, why they chose you, etc.

NautiMI on the River was created with the intention of supporting and promoting Michigan Small Businesses. From the start we have carefully chosen our vendors around this concept. Our Ice Cream is made in Hudsonville, Michigan. Our Coffee is roasted and labeled for us in Novi, Michigan. Our clothing, jewelry and soap vendors are from Michigan, as are over 90% of the items we sell in the store.
Some of our items are popular brands that many will easily recognize, but most are small, home based “mom & pop” business, just like ours. Small Michigan businesses who put their heart and soul into creating and marketing something special.
Keeping it “local” and #shopsmall #shoplocal takes on a whole new meaning when it’s not just the brick and mortar business you are supporting, but everything inside as well.
Of course I love to see my business prosper, but I take great pride in being a part of helping the 80+ Michigan Small Businesses we carry prosper too!
Every sale we make adds a wonderfully positive trickle event that flows through into our community and into the other Michigan communities where our vendors reside and work. It’s a feeling that can’t be beat and it puts a smile on my face every day!

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

NautiMI on the River was started 5 years ago when my family’s 65+ year old business was sold. I wanted to continue a business in the local Pinckney/Dexter Huron River Chain of Lakes area, something that honored the work my grandfather and father dedicated their lives to. So I started a Michigan Sourced Ice Cream, Coffee and Gift Shop! In order to honor my roots, we offer kayak & paddle board rentals and we offer Captained Tiki Boat Cruises on the Chain of Lakes.
Getting people out on the water and supporting local and small Michigan Business is our Company Mission.

In addition to Ice Cream, Coffee, Gifts and Boat Rentals, we also have a dedicated classroom where we offer a slew of creative classes and workshops like felting, painting, crochet and so much more! We also host a Book Club, a Craft and Stitch drop-in group and social Eucher tournaments.
Plainly stated, if you are looking for an activity or something to do, check our ongoing calendar, we have something for everyone!

Can you tell us about a time you’ve had to pivot?

Everything I do relies on pivoting and evolving. Consumers are always looking for the next biggest trend, and keeping up with that can be exhausting and expensive.
For a small business like mine it’s rare that we create a new trend, so we have to know what’s happening “out there”, in order to stay relevant. If something isn’t working or selling, it’s time to move on and update to something that will.
That can be very challenging and time consuming. It can also be very sensitive. When working with other small businesses it can be difficult to tell them that their items are not successful in our store. Sometimes it’s placement or marketing, but often it’s just simply the “fit” is not right for the customers we attract. No matter the reason, the saying “keep your business and personal relationships separate” is easier said than implemented in our case.

How did you build your audience on social media?

Social Media can make or break a small business these days. Quite honestly, NautiMI on the River would not be successful without the time and effort I dedicate to posting, commenting and creating content on Social Media. And I’m not the only one, several of my Team Members help to create content as well. It’s a full-time job in itself! We hear almost daily “I came in because I saw your post and just had to have that!” It makes our day and if reinforces that our efforts are well-placed.
The expense involved in advertising on platforms like radio, TV or even on Google is cost prohibitive for most small businesses. Local newspapers are few and far between these days, and so few read them, making that expense less than desirable as well.
Utilizing Social Media platforms like Facebook, Instagram and TikTok help us stay relevant and forward on the minds of our customers.
Is it easy? NO! We wish! Platforms are constantly changing and evolving and there is little to no warning or training, so we have to just wing it and figure it out! On top of that, it’s coming up with new material, constantly.
I spend a lot of time helping and coaching other small businesses on how to be successful on Social Media. But I am no expert. There is always something to learn and new ways to grow and attract followers.
It takes a Small Business Village!

Contact Info:

• Website: https://www.nautimiontheriver.com
• Instagram: @NautiMI_on_the_River
• Facebook: @NautiMIontheRiver
• Other: Our Kayak/Paddle Board/Tiki Boat Rental Reservation website: www.NauTikiMI.com

Image Credits

My “portrait” Jennifer Eberbach, photographer