FOUNDING TO FUNDING: 8 QUESTIONS WITH SUSAN PIEPER, FOUNDER & CEO, DMOS COLLECTIVE, AND 2016 PITCH DAY WINNER
Susan Pieper saw a need for a portable yet full-sized and durable shovel. Since there was nothing out there that fit the bill she created it and DMOS Collective was born in 2015. Since that time, she has grown DMOS Collective into a nation-wide highly recognized brand with numerous innovative products. And, the shovels are made right here in Wyoming. Now that’s a success story!
Silicon Couloir has been there as a support for DMOS collective throughout their growth, starting with winning Pitch Day in 2016. We’re so proud to see one of our ecosystem companies grow from FOUNDING TO FUNDING with our help and support. Way to go Susan!
Read her thoughtful responses below to learn more about DMOS Collective and visit https://dmoscollective.com to see the goods!
Q: How did you come to found DMOS Collective?
A: I’ll make a long story short and say that innovation happens at the intersection of multiple fields, disciplines, and cultures (this is called the Medici effect) and that’s how DMOS was born. I had previously been working in startups and have an MBA and knew I wanted to start a brand. Separately, when I moved to Jackson, I wanted to be connected to this place by working in the outdoor industry. The third vector was that I lived in Japan for three years and studied principals of Japanese design, particularly the art of well made/beautifully made things (Monozukuri) as well as their small and often compact to fit small spaces. So, DMOS was born out of the intersection of those experiences. A lot of people know the story that the catalyst for our first product was the observation that there was no tool that was full sized yet portable for my son to use in building jumps in snow and dirt. If all of this doesn’t sound linear, it’s because it truly wasn’t, but what emerged as DMOS today was a crowd hit through a successful Kickstarter Campaign that won awards and was a cult favorite with skiers and snowboarders including Travis Rice, whom I deeply admire. I may digress here, but I simply want to say that I am forever grateful for Travis’s support and encouragement and DMOS wouldn’t be where we are today without Travis.
Q: Tell us about the growth of DMOS. How have you been able to scale so successfully?
A: Well, the growth has not been linear as in the early days we were looking for product market fit outside of the backcountry kicker building market, which while cool, is very small. In 2016-2017, we started selling driveway shovels, but few were sold to the same customers in the same channels. It wasn’t until 2018 that I put two and two together and noted that the larger market of DMOS customers were the dads of the skiers who were buying the DMOS Stealth Shovel as the best winter recovery shovel for their car and, around that time, one of my mentors, Emily Miller, the founder of the Rebelle Rally, told me to go to Overland expo that people there would love the Stealth Shovel as she does for an off road recovery shovel in sand/dirt. And that is when our business began to really take off.
Q: What prompted your decision to move your manufacturing to WY?
A: We had been operating with a strategic supplier who did all engineering, design for manufacturing, production, and fulfillment from 2017-2020 and when COVID hit, demand for DMOS products skyrocketed and yet their production capacity was extremely limited by COVID-19 protocols that were very strict in Oregon. We could not get product for most of 2020 and obviously realized we could no longer afford to be beholden to one supplier. After our former factory finished the holiday order in December, we moved all these processes to Wyoming at New Year’s – right in the middle of our busiest season with 5’ of snow on the ground. I had been living in Jackson but could not put the warehouse in East Jackson so I moved down to Alpine and got a 2000 square foot warehouse. I still have PTSD from all the moved (LOL) but we’re doing better than ever now in Alpine. Everything is better – our product quality, customer service and warranty service, fulfillment, and particularly innovation and engineering. The only thing worse is that I don’t have a commute and I can now work all the time since the warehouse is right by my house. But, hey, that’s the entrepreneur life, and I am living my dream of creating not just a business but a lifestyle brand that stands for self-reliance through great adventure products that fit your mobile life.
Q: How has Silicon Couloir supported you in your journey?
A: I have been tightly networked in the Valley through Silicon Couloir and couldn’t build this startup business without my network here. I was able to close a funding round after pitching (and winning the panel and audience choice award) at Pitch Day in 2016 as it gave me reach and relationships. I’ve enjoyed a sense of community and have learned from the other companies here and I’ve hoped I’ve been able to help other startups as I’ve been very open to share about my journey and our challenges
Q: What do you appreciate about being in the Teton region and in Alpine specifically? A: A: What I appreciate about the region is the quality of life we all enjoy. What I appreciate in Alpine specifically is the ability to attract and retain employees who can afford housing here or in neighboring Star Valley.
Q: Would you recommend Pitch Day to other entrepreneurs and why?
A: I would definitely recommend Pitch Day as it’s not just a day but a process of expert mentorship and forces you to have discipline in pitching so that you are prepared to go to any angel group anywhere in the world. It’s a first rate event and the Board and Trustees keep it that way and I respect their contribution to our community and dedication to support the entrepreneurs here.
Q: Being an entrepreneur can be lonely. How has Silicon Couloir contributed to a sense of community?
A: Have you been listening to Brene Brown on vulnerability? Just by asking that question, I applaud you for raising a topic that is mostly not discussed except in whispers. Yes, it is lonely at the top and I have found Silicon Couloir to be a community of like-minded business owners to share experiences with as well as some war stories.
Q: Is there anything else you would like to share?
A: I simply want to say that I feel so privileged to live in the Valley and that there is an entrepreneurial ecosystem around our world class Jackson Hole Mountain Resort and the Tetons. The brands that call the Tetons home and/or that have roots here have paved the way for those of us who follow in their footsteps to succeed. The history is rich if you consider that Mountain Khakis, Croakies, Life Link, Simms, Mizu, Cloudveil, all started here. and now the current generation of brands like Stio, Made/Mountain Dandy, New West Knives, Franco Snowshapes, Noso, and Avalon 7 pave the way for us and lift us up.
Our brand values are truly indistinguishable from what you need to survive here – self reliance, being prepared, having gear that outlasts you and I drive a lot of inspiration from the sense of place in which we live.