From traveling bookstores to mobile video gaming, a growing wave of Genesee County entrepreneurs is taking their businesses on the road.
Rather than investing in traditional brick-and-mortar locations, more and more small business owners are turning to custom-built vans, retrofitted horse trailers, and pop-up vehicles that allow them to bring their wares directly to customers.
It’s a business model that’s gained real traction.
The COVID-19 pandemic spurred many would-be entrepreneurs to reimagine new ways of delivering their products and services. Pet grooming, massage, barbershops, auto detailing, and, of course, all manner of food and coffee trucks are just a fraction of the innovative, mobile-only models out there today.
The food truck market alone is expected to see a 6.4% annual growth rate in the coming years, according to recent market research. The surge is primarily driven by consumer interest in convenient, affordable, and diverse food options compared to traditional restaurants.
But it’s not just about meals on wheels anymore, and several factors are fueling the shift. Compared to buying or leasing a brick-and-mortar storefront, mobile businesses require far lower startup costs and less overhead. It’s also a great way for entrepreneurs to test the waters – and different zip codes – without making too many long-term commitments.
Mobility allows business owners to roll into different neighborhoods, markets, or events, meeting customers exactly where they are rather than waiting around for them to walk into a traditional store.
Still, the road to success isn’t without its twists and turns. Here’s a look at how four small Genesee County businesses are navigating the mobile road.
Blonde’s Bottle Service
Jessica Duby worked her way through her University of Michigan-Flint degree by waitressing and bartending downtown. Even after earning her early education degree and starting to teach, she continued tending bar and managing special events at Market Tap at the Flint Farmers’ Market to help pay off student loans.
When the pandemic hit in 2020, all that came to a screeching halt.
That’s also when she and her husband, Eric, took a leap of faith and created Blonde’s Bottle Service.
“In the beginning, we were just showing up at our customers’ houses and they’d have a bar we’d bartend out of, or we’d just pop up a 6-foot table and bartend under a tent in their backyard,” said Duby, now 33.
Soon, the Burton couple decided to take things up a notch. Jessica had her heart set on converting a vintage camper into a quaint bar on wheels – until she saw an old horse trailer for sale.
“I told my husband to pull over so I could take a look at the horse trailer, and he just laughed and laughed and laughed,” she said.
It took two more horse trailers to renovate it just right, but today the couple pulls that mobile bar across Michigan – and once to Ohio – for weddings, graduations, bridal showers, and other celebrations.
“It’s really so cool to just pack it up, move it down the road, and bring the party right to them,” she said. “Whatever layout they want and whatever vibe they want, we can pull up our mobile bar anywhere and make it happen.”
The Dubys work with clients to create unique drink menus, whether signature cocktails or nonalcoholic mocktails. Clients are responsible for providing their own alcohol since Blonde’s Bottle Service doesn’t have a liquor license.
It’s a part-time gig for both; Jessica also teaches health and safety classes to adults full-time. Through the years, the couple considered opening their own bar. But they’re happy with mobile bartending – and their horse trailer.
“When you can meet people where they’re at and help create the perfect vibe for their celebration… That’s really special,” she said.
Kids Like Mine Mobile Bookstore
LaTashia Perry knows that before she can help empower children of color, she first must be in their midst.
“I knew if I could actually go right into communities like those on Flint’s north side, then all children can have the chance to see and benefit from my books,” said Perry, a Grand Blanc children’s author who started her own mobile bookstore to reach families and schoolchildren wherever they are.
Perry is the founder and CEO of Kids Like Mine and the author of books that include “Hair Like Mine” and “Skin Like Mine” and have sold more than 500,000 copies. She is committed to inspiring children of color to embrace and love themselves through books and products featuring black and brown characters.
The Flint native wrote her first book in 2014 when her 4-year-old daughter was teased about her naturally curly hair in ballet class.
“I wanted my daughter to celebrate her beautiful differences, but I couldn’t find any books or characters that had hair like hers,” Perry said. “That’s when I decided to write ‘Hair Like Mine.’”
Since then, the mother of six has written seven books and created an extensive line of dolls, coloring books, puzzles, and apparel to encourage children to feel comfortable in their skin. In 2022, Perry decided to take her business on the road, retrofitting a cargo van into a bookstore on wheels. She’s often invited to schools or camps for readings and lectures, bringing her bookstore with her wherever she goes.
“Our biggest sales are with schools that say, ‘Please come in and do a presentation, and we’re going to buy a book for every student in the school,’” she said.
When her books first took off, Perry considered buying or leasing a traditional bookstore.
“But I didn’t want to be stuck in one spot, unable to reach the folks that really love my books. The mobile bookstore and boutique was the perfect solution,” she said.
Perry said she’d love to see more communities welcome mobile businesses like hers.
“I love having a mobile bookstore and boutique; it never feels like work,” she said.
Park and Play Mobile Gaming
When Flint native JaCoby Brandon started Park and Play Mobile Gaming, he knew the joy it would bring kids and adults of all ages.
He only needed to look at his son JaDen’s face.
“JaDen is on the autism spectrum and has been gaming for years now,” Brandon said. “We learned early on that gaming allowed him some coping mechanisms from a behavioral and educational perspective. It actually transformed his life in such a positive manner.”
Wanting to share the positive influence of gaming with others in Genesee County, three years ago, Brandon purchased and outfitted a 28-foot truck trailer that can accommodate up to 25 players with all the latest video gaming equipment.
“Park and Play is for everyone who loves gaming,” he said. “But what makes our business unique – in addition to being on wheels – is we also have resources like weighted vests, goggles, and hearing protection for people with neurological challenges.”
The gaming truck has become a popular feature at birthday parties, corporate events, and churches all over Genesee County. Customers can rent the truck for as long as they like.
“The best part is we bring the ultimate video gaming experience right to your front door,” said Brandon, a father of four.
Like many other mobile-first entrepreneurs, Brandon first considered investing in a traditional video game parlor.
“But with the economy, one minute you’re excelling and the next minute we’re all looking at how we can cut back,” he said. “Going mobile was a safer route.”
Brandon said since Park and Play is so unique, his biggest challenge is marketing the business.
“The good news is once folks get inside our trailer, play some really awesome games, and see how much joy it sparks, they’re our biggest advocates,” he said.
Fruits of Elegance Food Truck
Sheena Harrison strives to be perfect at whatever she does.
“And what I love doing is making drinks and teaching people,” said Harrison, owner and founder of Drinks of Essence Bartending School in downtown Flint’s Buckham Alley.
But running the only licensed bartending school in mid-Michigan, teaching mixology classes, leading ServSafe alcohol certification courses, sharing knowledge of the bartending industry, and providing cocktail seminars for corporate and private events are only some of her accomplishments. The Flint native and former social worker has operated her own mobile bartending service, also called Drinks of Essence, since 2015.
“I bought a mobile bar for $150, a margarita blender for $500, and I started my business specializing in frozen cocktails,” she said.
Years later, seeing the growing popularity of nonalcoholic mocktails, she purchased and renovated a trailer during the pandemic and created Fruits of Elegance, a food truck specializing in slushies, Italian ice, smoothies, and fruit kabobs.
“It’s very family-friendly and there’s no concern about alcohol, which is a sensitivity for some people,” Harrison said. “It’s really become quite popular.”
She and her employees, many of them family, take the food truck all over the state for special events and festivals. It makes for long days, but Harrison said she prefers being on the go to a storefront.
“There’s a lot fewer hassles with a mobile food truck,” she said. “If something happens to the truck, we take it to the shop for repairs and we’re hopefully back up and running soon without a lot of downtime.”
Harrison is part of an informal Flint food truck community that shares their successes and challenges in support of one another.
“I’d tell anyone who wanted to start a business, mobile or otherwise, to hang in there and seek out the support of your community,” she said.