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Zorali
Zorali

5 Lessons We've Learned in Our First 5 Years at Zorali

Hello to everyone in our Zorali Community.

It feels like yesterday Elise and I stood at the trailhead of this Zorali journey. Five years on, we’ve trekked through valleys, climbed mountains, and discovered a few secret glades along the way. As we look back on our adventure so far, we realise that the path has taught us a lot—not just about business, but about life, too.

This time of reflection inspired us to share five pivotal lessons we've learned, shaped by the ups and downs, the switchbacks, and the scenic vistas that have come to define our expedition. Whether you're just starting out or finding your way on a trek of your own, I hope these lessons can help you navigate your path and guide you towards your goals.

Lesson 01. Focus on Your Base Camp

Building a Community That Lasts

Before you set out to conquer your summits, establish your base camp. For us at Zorali, that meant building a community of adventurers and dreamers who would support not just our products but our mission to reconnect people with nature. We've poured our hearts into creating a community that thrives on genuine interactions, from the ground up.

Elise and I have always been hands-on in fostering this community. We've remained a constant presence, from being actively involved in customer service to overseeing product development and even the order fulfilment processes. We’re always looking for ways to enhance the experience for our community. Our involvement goes beyond the operational: we personally test each product out in the wild to ensure it meets our high standards of functionality and sustainability.

We also bring our community together through various events. Our meetups, campouts, and guided hikes are not just about using our products but are a testament to our commitment to building lasting relationships. These gatherings are an opportunity for us to share our love for the outdoors, listen to our community's stories, and continue to learn from them. This feedback loop, directly from our most engaged users, ensures that we're not just an online brand selling products: we're creating experiences for our community to connect and enhance their outdoor adventures.

One of our most cherished memories with the Zorali community was in 2020 when COVID hit. As the world went indoors and away from community, we rallied ours together for a virtual backyard campout. We had people from all over Australia and even the US join online via Zoom, all showcasing their backyard camp setups. We talked, shared stories, and connected, proving that even in isolation, we could still come together. This experience taught us that the strength of our community lies not just in physical proximity but in shared experiences and the bonds we build, no matter the circumstances.

Trail Tip: Start by being genuinely present—online and in person. Host events, participate in discussions, and use feedback to drive your decisions. Your engagement will foster a sense of belonging and loyalty within your community, making your business a part of their lifestyle.

Lesson 02. Harness The Unexpected

Turning Challenges into Opportunities

When we first mapped out our journey at Zorali, we thought we had a pretty clear idea of the route. But life, in all its unpredictable beauty, had other plans. Whether it was the surprise detours of a global pandemic or other unexpected hurdles that popped up along the way, we learned to embrace the twists and turns. Like any great hike, we’ve learned that the journey is rarely a straight line, and that’s where the real adventure begins.

In 2023, one of those unexpected hurdles was discovering significant issues with our fulfilment partner. Rather than allowing this to compromise our customer experience, we took proactive steps by bringing this critical part of our operations in-house. Transitioning warehousing and fulfilment to Zorali’s new headquarters in Coolum Beach, Queensland, was not just a logistical move—it was a transformative one that ensured every part of our operations lived up to the Zorali standard.

This major shift has not only improved our reliability and efficiency but has also revitalised our team's creative spirit. Operating our own fulfilment centre allows us to have complete control over the customer experience from order to delivery, ensuring that every package sent out meets our high expectations. Moreover, the change of scenery and added responsibility have energized our team, marking the beginning of the next exciting phase of the Zorali journey.

Trail Tip: Embrace the twists in your business journey and remain nimble. Quick, decisive actions in response to unexpected challenges can become your competitive advantage, transforming setbacks into opportunities for growth while enhancing team morale and customer experience.

Lesson 03. Let Your Values Guide You

Navigating Your True Path Amidst the Noise

At Zorali, our dedication to enjoying the outdoors responsibly serves as our North Star, guiding every decision in our business operations and product development. Whether it's working with experts to measure, reduce, and offset our carbon footprint or creating durable gear through sustainable practices, we're committed to minimising our impact and making a positive contribution to the world. This commitment has also taught us the importance of listening to the right voices, especially when faced with the decision to prioritize rapid expansion or focus on enhancing product quality.

In moments we most felt pressure to expand, driven by external expectations and internal fears, we instead chose to prioritise quality and sustainability, embracing the principle of being "better before bigger”. This approach led to a strategic slowdown, focusing on fewer, higher-quality products. By aligning our actions with our core values and listening to our deeper, truer voice, we transformed our business practices, deepening the trust and loyalty of our community.

Trail Tip: Let your core values be your guide and tune out the noise that pushes you towards quick gains. Don't let fear or external pressures dictate your path. Instead, align your steps with the internal voice that champions long-term integrity and sustainable growth. By doing so, you not only find your true path but also ensure that your journey is rewarding and your achievements are meaningful and lasting.

Lesson 04. Celebrate What Makes You, You

Using Authenticity as Your Connection Point

From the very beginning, our passion for the outdoors has been at the core of Zorali. This authentic connection served as our initial competitive advantage, drawing people to our budding brand before we had even launched our first product. However, an early comment on Instagram soon after launch rattled us—it mentioned appreciating Zorali but feeling like they were just following a "cool Aussie couple" rather than an outdoor brand. Concerned about being perceived this way, we shifted our strategy to a more generic brand presence, which led to a noticeable drop in engagement. We had become just another faceless brand on Instagram.

Realising the impact of this change, we reflected on what made us unique and decided to re-embrace our personal story as a central element of our brand. When we began to share our genuine experiences and passion for the outdoors again, we immediately saw a resurgence in engagement and an increase in sales. This reaffirmed that our personal connection with the outdoors wasn't just a unique aspect of our brand: it was essential to our identity and success.

Trail Tip: Don't underestimate the power of personal connection in your brand's storytelling. Authenticity can set you apart in a crowded market. If something truly defines your brand and resonates with your audience, embrace it fully. Let your unique stories and passions guide you back to what works, reinforcing your bond with your community and driving your brand forward.

Lesson 05. Maintain Laser Focus

The Key to Sustained Momentum

At Zorali, we've learned that maintaining a laser focus on our core mission and products is absolutely mission-critical. There have been times when we've been tempted to stray from our foundational goals, exploring new avenues and diversifying prematurely. These periods have invariably led to a loss of momentum, reminding us that our strength lies in our focused approach.

For instance, in recent years, we faced choices that could have expanded our range broadly and quickly. However, recalling a principle that has guided us from the start, we chose to concentrate on what we do best—creating high-quality, sustainable outdoor gear that resonates with our core audience. This decision required us to say no to short-term opportunities that didn't align with our long-term vision, and was crucial in preserving the integrity and momentum of our brand.

Trail Tip: Remind yourself daily of what is truly important to your mission. Don’t get sidetracked by fleeting opportunities or spread yourself too thin. A focused approach not only ensures sustained momentum but also amplifies your impact, allowing you to grow in alignment with your core values and proposition. When you keep your focus sharp, every step forward takes you closer to your goals.

As we look ahead to the next chapter of Zorali, we’re filled with gratitude for every one of you who’s hiked this path with us. Here’s to many more years of exploration, discovery, and getting outside to enjoy the wonder and beauty of nature.

Thanks for being part of our journey.

See you on the trail!

Cam Greenwood

Co-Founder, Zorali