Grassroots Motorsports
Issue link: http://grassrootsmotorsports.epubxp.com/i/501675
DRIVERS MEETING Grassroots Motorsports 22 cars, he delivered a product that was better than what his customers expected. This led to strong word- of-mouth advertising that was more effective at attracting new custom- ers than any traditional advertising could have been. A key aspect of exceeding expec- tations is operating at the highest levels of ethics. After dominating the Skip Barber Mazdaspeed Pro Challenge series in 2013, Koch had his pick of MX-5 Cup teams. Koch is "very happy with [his] choice" of joining Alara, in part because of the team's technical skills but also because "they have a clean record in the series, which was one thing [he] was looking for in a team." Passion Is Not Proft: Loving and being knowledgeable about cars is a good start, but it is only a beginning. You also need to develop a good business model (for example, by which process will your company make money?). This involves identifying your product or service (which racing series are you going to specialize in?) and your target market (are you going to be the least expensive race team to join, the best in class, or somewhere in between?). Ara suggests that aspiring entrepre- neurs "fnd a niche in racing that doesn't have a lot of players." The MX-5 Cup, for example, typically includes just three or four viable teams each season. Family Matters: Szymczak left another team to join Alara in 2013 in part because, as he puts it, "Ara runs Alara like a big family. All his drivers want to win and we take that seriously, but at the same time we always have fun." The family approach runs throughout the operation–even the name Alara combines Ara's name with that of his wife and fellow racer, Alison. Tim Probert has driven with Alara since 2002, moving up from the amateur ranks into the MX-5 Cup when it was created. He comes back to compete year after year because of the "great camaraderie within the team" and because Alara provides "a great learning experience for those young and upwardly mobile in racing or just young at heart." Like all good leaders, the Mal- khassians put their drivers' needs ahead of their own. In a recent race, a parts shortage meant that one of the team's MX-5s had to use an iffy transmission. Ara insisted that the questionable part be installed in his car. Be Lean and Mean: Manag- ing costs is vital. Alara Racing is essentially a two-man operation. Ara handles finance, marketing, and the logistics of getting race cars to tracks around the country. Ara's partner, Ken Murillo (who also owns a well-known BMW racing team, Murillo Racing), is responsible for all of the technical aspects of preparing Alara cars for the races as well as for managing the team's part-time race crew. As in any other business, success or failure here depends greatly on the quality of the product provided. , then congratulations: You have become a real business. Now the fun part: How to keep it sustaining? photosbyjuha.com