P2P Client: Way Out Wax
From Tie Dye to Aromatherapy...the Evolution of an Air Care Company
Way Out Wax (WOW) founder Jim Rossiter began making tie-dyed pattern candles at Syracuse University in 1992, selling them at events, on the road, and then in a store in Burlington before moving the company to Morrisville in 1996. Along the way, Jim realized that many of the colors and scents he used in making the products were toxic. He made a conscious decision to use all-natural materials in his candles going forward. These days, the hallmarks of WOW’s high quality products – non-toxic, 100% natural essential oil and soy-based ingredients, made in Vermont – differentiate WOW from its competitors, and offer tremendous opportunity for growth.
WOW’s “Clean Air” all-natural, odor removal candles and sprays have proven to offer one of the greatest chances for expansion – with many applications and markets yet untapped. With the addition of General Manager Anna Barrett, the business is at an inflection point for another round of growth, profitability, and maturity.
Jim didn’t have an advisory team, but felt that WOW could benefit from having experienced business-people help him move the company in the right direction. Jim and Anna engaged the Peer to Peer Collaborative in July 2009 with a vision of growing the company in a profitable way through new product offerings, improved margins, and operational efficiencies. Peer to Peer put an experienced team of advisors together for Jim and Anna, offering industry knowledge, professional networks, operational expertise, marketing savvy and organizational know-how. Now, the Peer to Peer advisor team is working with Jim and Anna to help them narrow their focus from a broad menu of opportunities; create financial systems that will improve decision making; identify operational efficiencies; grow their leadership skills; and, gain clarity on roles and responsibilities as the business moves to the next stage of growth.