YOUR BUSINESS AUTHORITY
Springfield, MO
YOUR BUSINESS AUTHORITY
Springfield, MO
The All Roads Taken Adventure Badges, a meticulously designed, laser-engraved metal badge, is a testament to the Dooling family’s passion for exploration and innovation. Constructed using durable, weather-resistant materials, each badge serves as a customizable memento that can be affixed to vehicles or showcased at home on framed pictures or as a magnet. Accompanied by an online platform that tracks adventures, the All Roads badges mark significant milestones for explorers’ journeys nationwide.
SBJ: What inspired this product?
Tyler Dooling: My wife Jada and I, along with our two boys, love the adventure travel space. I’ve also been in software design for a long time, and I set a goal to develop, build and release a physical product in 2022. During a trip to Colorado, we decided to go for it, to design a product around our travels. In addition to the badge, we built an online platform where you can build your travel log, view a map of all the places you’ve visited, and see where your adventures have sprawled.
SBJ: How did you come up with the design?
Tyler: It comes down to being a tactical decision. We wanted it to be aesthetically pleasing on a large variety of surfaces, have a small profile, and not a lot of lift, but enough that it looks like a higher-end decal. We wanted something that would scale across different types of activities, plus be customizable while still maintaining a consistent design and aesthetic, and visually consistent.
Jada Dooling: We wanted it to be classy enough to give to your grandma, but also rugged enough to go where you go, depending on your state of travel. You can buy the badges with two pieces and put them anywhere, like as a magnet on your refrigerator or to add to a framed photo of your travels.
SBJ: What does the manufacturing process look like?
Tyler: We knew our guideposts: Keep it in the United States in terms of sourcing materials and processes, working with manufacturers, inventory, etc. That is difficult to do, and we are proud to say our product is 100% made in the USA. We found two vendors, one in Washington and one in Michigan, to build each part and decided to do the final manufacturing ourselves right here in Springfield, Missouri. We receive those component, then 3M adhesive components, and as orders come in, whether online generated or bulk, we laser engrave each badge as they are ordered.
SBJ: How are sales and marketing going?
Jada: We knew the off-road space and the camping world has a desire for this, so we started making partnerships within the industry. Those were the key groups that got us started. Our first launch event was at The Moore Expo [at the Ozark Empire Fairgrounds], where we set up a booth, had our product, and got our feet wet. Then we began branching out and partnering with people who put together Overland Trails, like Georgia Traverse and Florida Adventure Trail. It was a lot of word of mouth in 2023, and in 2024 we’re taking a stronger approach in social media and working with a marketing company so we can continue expanding on a national level.
Tyler: We want to have badges available where people can buy in the moment, like at state parks and national parks locations. Getting into those distribution channels is our No. 1 goal for 2024.
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