Northwinds

MySaddleTrader.com, as envisioned by founder Jim Putnam and managed by Wendy Babcock, allows for users of the site to search for saddles by highly specific saddle criteria such as: riding disciplines, brand, price range, location (worldwide), and even the color and type of material. Jim and Wendy’s work in developing one of the most comprehensive databases sorted for discipline, type, style, and even rare saddles set the foundation for the site kick-off. Then, TrueNorth created the site design and functionality. This included a search tool on the site that required a great deal of work in building on the robust databases that drive the search as well as developing the layers of scale that go into the advanced search form.

With thousands of saddle types, brands and makes, the database behind the search had to be developed to allow for even more saddle types to be added as time went on. Not only did TrueNorth build the search form against this database, but we also built the tools for MySaddleTrader.com to continually grow the database and the records within it.

As a saddle dealer or retailer, MySaddleTrader.com acts as a critical resource for selling saddles. The site offers online “dealer showrooms” within the site that can be set up by the dealer using content management tools. Dealer showrooms can be customized with the dealer’s business name, logo, store information and even links to their web site. What makes this aspect of the site a real attraction for some dealers is that if they don’t have a web site, they can still have an online presence within one hour, showing inventory for sale, using MySaddleTrader.com’s admin tools.

Similar to the dealers and retailers, saddle manufacturer’s or OEM’s can create a “manufacturer showroom” to promote their saddles. These showrooms also include cross-links to dealers that sell their products on MySaddleTrader.com.

“MySaddleTrader.com provides dealers and manufacturers with a place to focus their online sales to consumers looking for exactly what they have to offer: saddles. By eliminating the clutter of other tack and products that so many other equestrian product sites elicit, this site is the only one of its kind online that deals in just saddles.” Said Jim Putnam.

As the site gains traction, TrueNorth will work with MySaddleTrader to continually improve the site as well as identify PR and advertising opportunities. New features such as Inventory Volume Upload tools for dealers, Ask the Expert forum and additional content areas are scheduled to roll out over the course of the next year.

Check it out: www.MySaddleTrader.com.

The TrueNorth site development solution at-a-glance:

• Design a web site that aesthetically appealed to the equestrian marketplace.
• Design a search criteria form based on a highly extensive database.
• Develop an e-commerce system along with a suite of seller/dealer administration tools to allow sellers and dealers to control their own information.
• Make MySaddleTrader.com a community driven marketplace website, relying on users other than MySaddleTrader to populate the web site and make it successful.
• Overcome the challenge in making e-commerce tools simple and easy to approach for any level of user that may want to become a seller or dealer on the web site.
• Make this process as simple as possible for the saddle dealer in selecting options within a form, taking less than a few minutes to complete the whole process of setting up an online presence.

The marketing strategy and tools at-a-glance:

• Trade show booth, collateral, online advertising, press kit and promotional video.
• Trade show booth presence and soft-launch to retailers and manufacturers at the American Equestrian Trade Association Trade Show in August. The largest dealer show in the world.
• Press kits including a letter to the editor, a press release, site collateral and video promotion distributed both by mail and online to over 70 industry publications.
• Trade show booth presence at the Equine Affair in November.
• Email-blast campaign to worldwide saddle dealers and retailers to set-up showrooms on the site.
• Banner advertising on HorseCity.com with over 50K impressions in the first month.
• Upcoming viral marketing campaign including a “Live in the Saddle“ YouTube video contest.