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Inside Outdoor | SUMMER 2020 24 B rand new e-commerce com- pany TruLocal is looking to empower local businesses through a digital marketplace that “enables easy and con- venient online transactions between locally owned, brick and mortar retailers and local consumers,” said the com- pany. According to TruLocal, the solution provides retailers with a new marketing channel, robust digital capabilities and a scalable process to connect with con- sumers within their communities. TruLocal’s digital marketplace ini- tially will be available in August 2020 in Fort Myers, Fla., Indianapolis, Ind., and Tucson, Ariz. The company is cur- rently in discussions with several other municipalities to expand its digital mar- ketplace to additional markets across the U.S. Through TruLocal’s market- place, consumers can find what they want in local inventories, comparison shop and choose to pick-up purchases in-store or have them delivered on the same day. As a result, consumers get the products they want with the same convenience and safety they are used to, and their dollars are spent at small businesses that create local jobs and boost local economies. “At TruLocal, we recognize the syn- ergy between communities and their retailers, particularly in creating the distinct characteristics of local culture, and we want to empower that relation- ship to help rebuild local economies,” said Susan Hollingshead, co-founder and CEO of TruLocal. “We provide the technology infrastructure, operational expertise and marketing support that bridges local retailers and consumers so they can conduct e-commerce lo- cally, versus seeing those valuable dol- lars leave their communities.” “Setup is easy and straightforward and it’s critical for my business and any small retailer for that matter, to have firm footing in the e-commerce space, now more than ever,” said Shannon Riggs, co-owner of Tucson’s Pop Cycle, a store that sells local art made from recycled materials, re-used products and refurbished goods. Update on new locations as they are added with be available at TruLocal.com. T he brain child of a diverse team including two female serial entrepreneurs – Kris- tin Mehiel and Michele Col- lison – along with former eBay leader Ricardo Collison, Mad Jack Outdoor launched a first-of-its-kind on- line marketplace ( www.madjackoutdoor. com) designed to highlight innovative outdoor gear and start-up brands, such as those fresh off of Kickstarter. The intent is to help those startups “reach customers outside of the traditional, slow-to-adopt channels.” At the same time, the marketplace works with independent specialty retailers to showcase their over- stocked or out-of-season brands at discounted rates. Mad Jack’s founders are far from new to e-commerce, marketplaces or startups. The team, which operates as MRK and Co., has two other successful marketplaces in other verticals, www. theparentdiary.com and www.elderly- central.com. Mehiel, co-founder of Mad Jack Snowsports, which provides a de- vice that allows snowsports enthusiasts to morph their snowboard boots to be used as ski boots, said it seemed only natural to introduce Mad Jack Outdoor to MRK and Co.’s portfolio. “I know what it is like to be a new brand in the outdoor space; it is not easy to break into some of the more traditional channels,” Mehiel said. “I am beyond stoked to showcase new, innovative brands in the outdoor space through www.madjackoutdoor. com. It is a win-win situation, as brands can scale quickly, and our cus- tomers get first dibs on the best kept secrets in outdoor gear.” Ricardo, who was the head of global advertising operations at eBay from 2010 to 2012, fully understands the intri- cacies associated with e-commerce and marketplaces, said the company. “Trust me, it is not easy launching marketplac- es, nor is it easy to make them lucrative, but with the right team in place and in- novative partnering brands, you can hit home runs, which is what we intend to do with Mad Jack Outdoor,” he said. Some of the brands already work- ing with Mad Jack include Bliss Ham- mocks, ABOM Goggles, Hero Water Wear, ASAP Watercraft, Popboards, and Belmont Blankets. TruLocal Opens Big E-Commerce Opportunities to Small Retailers Online Marketplace Showcases Outdoor Start-ups Start 'emUp Ricardo and Michelle Collison enjoying time off with their kids