It’s common knowledge that most businesses fail within the first 5 years.
On the surface, starting a young horse and starting a business may appear to require an entirely different set of skills. One challenges you to connect with a 1000lb animal with a mind of its own, and the other requires you to build something the world finds valuable.
We’re in the second year of running our business, the Nordic AutoFeed, and we were surprised how many skills transferred from arena to agritech.
Grit and Patience
It’s common knowledge that most businesses fail within the first 5 years.
The mistakes feel big, but progress feels small. The road to any notable outcome is long, and it’s easy to second guess your vision and skill.
Thankfully, these feelings are ones we’re accustomed to working through with horses. On more than one occasion I’ve had a young horse that made me wonder, “Am I in over my head? Am I on the right track?”
There’s a specific type of grit and patience that is developed when you’re 2 hours from camp and have a horse that refuses to cross a creek. You get gritty as you try every trick and technique you’ve ever learned. Patience comes with the realization that you have no other choice but to keep trying and trust that you’ll make it to the other side.
Photo Above Left: Ashton ponying a young horse
The First Few Rides
Manufacturing and agriculture are traditionally male dominated sectors. It can be intimidating to walk into a shop when you don’t have a background in either field.
From experience, it’s far more intimidating to put your foot in the stirrup on a horse with questionable brakes, steering and balance. Those first few rides test the groundwork you’ve put in, and show you that you’re capable.
Growing up in equestrian sport we saw a number of women running successful businesses. Horse trainers, coaches, facility owners, and veterinarians. These women work through uncertainty, are the leaders of their teams, and can ride out a buck.
Photo at right: Kirsten working at the mounting block
Setting Clear Goals, but Focus on Progress
The ability to set goals, but focus on progress, has helped us through many training plateaus and disappointing show days.
Whether your goal is a smooth canter transition, completing a 1.10m course or scoring 70% on a dressage test, the small steps to get there becomes the focus.
A smooth canter transition requires you to build connection and strength first in the walk and trot. Jumping a 1.10m course requires a new level of stride adjustability. Scoring 70% requires your horse to have a relaxed and willing mindset in a show environment.
One of our AutoFeed goals is to sell feeders internationally, and today we’re working on gaining regional traction. We have goals written down to act as north stars for decision making and prioritization, and we’re also willing to adjust when we’re still progressing.
Photo above left: Kirsten discussing the creek crossing with Scooter
Build Slowly
When starting a horse, most of the exercises are slow and repetitive. They require consistency and only ask one question at a time.
We’ve strategically chosen to be a boutique manufacturer based in Canada. Although outsourcing offers cheaper materials, we wanted to invest in our product and process.
By building slowly, it’s easier to improve the product. After speaking with a customer, they suggested adding a backlit display screen and the ability to schedule feeds PM to AM.
Both were easy features to include that made their lives easier during different seasons.
Starting a horse and building a business takes a variety of skills, some that are learned the hard way and others that are pieced together with time. We’re grateful our horses have taught us these lessons that we can use in and out of the saddle.
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Ashton Shura and Kirsten Wiklund are sisters and co-founders of Nordic AutoFeed. Based in Kelowna, BC. Their goal is to add innovation to horse care. Learn more about their story at www.nordicautofeed.com.
