Vapouround magazine Issue 06 | Page 70

F E AT U R E Nevertheless, Norm was able to finally discover his passion, the Vaping Business. It all began when he was strolling the storefronts of Newport Beach and allowed his destiny to float him through the doors of the Vape Shop he first walked though. When I asked Norm what the biggest challenge was for his business, VapeMentors, his answer was exactly what all of us vaping advocates continually preach and that is, of course, getting people to understand the importance of education. Norm travels to Vape Expos and Conventions quite regularly all over the country and what he notices is that there are a number of educational programs set up for the business owners to learn more about. These programs are there to teach them and empower them, yet at these events, unfortunately, most of the time people seem to turn a shoulder to the educational programs and focus on partying or having too much fun. Norm is absolutely correct in the sense that he says there are beneficial tools for these businesses to learn more about directly in front of them and they seem to be far too focused on the sensationalized aspects of the vape world: women dressed in provocative outfits, vaping contests, etc. After learning of the biggest obstacles for VapeMentors, I then asked Norm what is his business’s primary goals thus far? Norm replied swiftly, “I want to help, I want to mentor businesses. I support all businesses in the industry, I will be here for all of them if they’re willing to accept business mentoring.” However, throughout our discussion, we often went back and forth several times at separate moments on how the FDA regulations will affect small business within the Vaping Industry. What Norm predicts is that most of these smaller businesses will not survive and while that may be discouraging, it also reveals much about the industry we 70 ISSUE 06 VAPOUROUND MAGAZINE have avoided to address until now. The industry is sadly being run by amateurs when it comes to understanding the business and how to operate responsibly behind the scenes. Then Norm dropped the very worst visualization of reality in the future throughout our entire discourse. This is when he says “We will see the closure of about 70-90% of all vape shops and the demise of most eliquid brands.” All in all, I was certainly discouraged, especially since I have built so many FDA restrictions are seriously going to be WWsuch a damaging reality genuine friendships with the working staffs at specific Vape Shops around the Denver area and it seems obvious, at this juncture, all of them seem to be holding their breath for the time being; just waiting, likely praying that their shop won’t be in the first round of cuts. Clearly, these regulations will not be the best thing for shops and eliquids, yet also the lifestyles of countless ordinary vapers will be greatly affected. On the other hand, as depressing as it was to learn these FDA restrictions are seriously going to be a such a damaging reality sometime soon, there is still a silver lining whenever one has a dialogue with Norm Bour. For example, at VapeMentors, Norm is developing programs to help prepare vape shops deal with these unfortunate new restrictions coming to a state near you; well, essentially the state in which you reside as well. Regardless, Norm has developed a program called “Your E-Liquid” for vape shops who have their own juice-line in addition to a brick n’ mortar shop. Basically, Norm will work with you to develop your own house juice in 8 weeks with virtually no money outof-pocket. Norm will put your business together with a high-quality contract manufacturer, allow your own business to decide on the flavors you’d like to include. Then, VapeMentors works with you to develop flavor profiles, branding, packaging, logo creation, and overall messaging. Sound too good to be true? Well, the things that Norm does for the business factor of the vaping industry are so amazing and innovative that it will be difficult to understand. Especially since so many people in the industry are all about generating high profits rather than quality results and significant relationships. At one point towards the end of our interview, Norm said to me “I’m not a technician, I’m a business strategist.” When I asked why there are not more businesses like VapeMentors that will provide consulting for the growth of small businesses in the vaping business, Norm explained that when people enter the vaping industry in a business capacity, it is always either opening a shop or establishing a juiceline. Obviously, in my own opinion, I think this is absolutely true and that this is exactly why the vaping industry is far too saturated. When a bubble reaches its growth limit, what happens to that bubble? It always bursts. Naturally, this causes me to reflect on the vaping industry sociologically and