I was an outdoor recreation major in college and ended up in supply chain leadership after graduation. In 2002 an opportunity opened for me and my family to start an adventure company offering whitewater rafting trips on the Arkansas river. Here is what happened:

The Challenge:

• There were over 60 river outfitters on the Arkansas river at that time.
• The only way to obtain a river use agreement was to take over an existing "business".
• Some "businesses" consisted of some gear but nothing else.
• Most companies offered the same trips and there were price wars that prevented them from becoming viable.
• Clusters of rafting companies existed in Canon City, Johnson Village and Nathrop
• 2002 was the worst drought in Colorado history. This resulted in very low river flows and several fires that essentially devastated tourism that summer. Most river outfitters experienced a 50% reduction in revenue forcing several to close their doors.
• The rafting industry was notorious for sketchy guides that might not be the best role models for kids.
• A 5.25% river use fee was collected by every outfitter.
• Only 4 rafting businesses operated from river front locations on the Bighorn Canyon Section of the Arkansas.
• No Christian outfitters operated on the downstream sections of the Arkansas.
• Reservations were handled manually.
• Pictures were taken of each trip and then sold as prints back at the base.
• Most companies opened in April and ran through September.
• I was employed full time a Sr. Director at a large ministry in Colorado Springs.

The Solution:

• Purchased a few boats and some gear from someone wanting to get out of the business.
• We agreed to operate as a family with 4 stipulations: 1. Do it together, 2. Have Fun, 3. Make money, 4. Be Ministry minded  (this had to be more than just a business)
• I worked out an arrangement with my boss to be available on the river for staff training and throughout the season.
• Named the business Vessels For Honor Rafting Co. based on a passage of scripture 2 Timothy 2:21. We intended for people to ask about the name so that we could tell them what it meant to be set apart, useful to the master and prepared for every good work.
• Picked a river front location to operate from. Texas Creek Junction was the perfect put-in and was 7 miles to the nearest outfitter upstream and 14 miles to the nearest outfitter downstream.
• Opened Memorial Day through the 2nd week in August. (We had to limit the season due to my job and kids (aka guides) going back to school)
• Closed on Sundays (This allowed our staff one day to recharge and to attend church if they wanted to. While many guides burn out mid-season our guides remained fresh all the way through)
• We offered a unique 3/4 day trip. Since we could launch directly from Texas Creek we could do a 14 mile stretch of river (normally a full day trip) in 3 hours in the morning and be back in time to take another group for 3 hours in the afternoon. It became our most popular trip and was actually priced at the higher end of the top outfitters 8-9 mile 1/2 day trips. We provided unparalleled value and because of the launch times we usually missed the bulk of the traffic that was typical during busy summer days.
• The full day Royal Gorge trip was an epic 23 mile adventure which no one else offered.
• Our pricing included the river use fee of 5.25%. There were no extra fees or charges when checking out.
• Beginning the 2nd season we followed each trip taking digital pictures along the way. We were one of the first outfitters on the Arkansas to offer digital images as single, boat or pod. This became a significant source of revenue and is now standard practice in the industry.
• We were among the first to implement online reservations. The system became our virtual office throughout the year. 
• Our brochure was very different from the others. The first few years we went with a hand drawn brochure on a brown paper stock. It was perfect for the family run business. Later we developed a spectacular brochure that embodied the idea of good wholesome family fun and adventure.
• Our website was always a significant part of success. A friend designed the first site and then we had a group from a local college design the next site as part of their class project. We continued to update as technology developed.
• Facebook and social media was utilized and supported by our college staff.
• Every trip started with a safety talk and then prayer.
• Guides were selected from families that we knew and we camped together each summer sharing dinners family style during the week.
• Our guides were not allowed to use alcohol, tobacco, or drugs on or off the campus.
• Guides were paid per trip and received whatever tip money they received. 
• It was a practice to pray through the customer list once per year.
• Supported community events and fundraisers by donating free rafting coupons.
• Donated the greater of 10% of net or 2% of gross to local charity and pro-life causes.

The Results:

• The opportunity to pursue a passion and dream.
• Spending summers with family doing something that we believed in.
• Contributing to and having an impact on the local community.
• Making money and ultimately selling the business in 2012 for a profit.