Andy LaPointe reflects on 25 years of building Traverse Bay Farms and shares practical lessons for retailers, entrepreneurs and Main Street business owners
Bellaire, MI (PRUnderground) August 15th, 2026
As Traverse Bay Farms prepares to celebrate its 25th anniversary on September 11, 2026, co-founder Andy LaPointe is sharing 25 practical business lessons learned from building and operating a family-owned Northern Michigan company through major economic, technological and retail changes.
Founded in 2001 by Andy and Jennifer LaPointe, Traverse Bay Farms grew from a small family business into a nationally recognized specialty food and natural wellness brand.
During those 25 years, LaPointe has navigated recessions, the rise of ecommerce, Amazon and online marketplaces, social media, mobile shopping, changing consumer expectations and, most recently, artificial intelligence.
"Technology changes, marketing platforms change and customer expectations change, but the fundamentals of running a good business really don't," said Andy LaPointe, co-founder of Traverse Bay Farms. "You still have to create something people want, take care of your customers, solve problems and keep showing up. Everything else is a tool."
25 Small Business Lessons From 25 Years
LaPointe says these lessons have shaped how he approaches retail, ecommerce, marketing and entrepreneurship.
Listen to customers before trends. Customer questions and feedback often reveal the best opportunities.
Watch cash flow closely. Revenue gets attention, but cash flow keeps a business operating.
Don't depend on one sales channel. Diversification can protect a business when markets or platforms change.
Economic downturns eventually end. Difficult periods can be used to strengthen operations and customer relationships.
Value existing customers. Repeat buyers can become one of a company's most important assets.
Treat customer service as marketing. A well-handled problem can create a customer for years.
Product quality still matters. Advertising may create the first sale, but quality helps create the second.
Use the speed advantage of small business. Smaller companies can often test ideas and adapt faster than large competitors.
Treat Amazon as a channel, not the entire strategy. Marketplaces offer reach, but direct customer relationships remain valuable.
Own your digital presence. Websites, email lists and direct relationships provide stability when algorithms change.
Remember that social media is rented land. Platforms are useful, but businesses should avoid becoming dependent on them.
Create content that compounds. Helpful videos, articles, recipes and FAQs can continue attracting customers long after publication.
Teach before you sell. Helping customers understand a problem can build trust before a purchase is made.
Keep marketing simple. Customers should quickly understand what you offer, why it matters and what to do next.
Develop products around real problems. The best ideas often begin with a clear customer need.
Stop doing what isn't working. Not every product, promotion or campaign deserves to continue.
Pay attention to repeated questions. Frequently asked questions can become valuable content, products and marketing ideas.
Turn local roots into an advantage. An authentic story and strong sense of place can help a small business stand out nationally.
Use recognition to support trust. Awards can open doors, but long-term trust comes from delivering consistent value.
Don't chase every new technology. Adopt tools when they save time, improve service, increase sales or solve a real problem.
Use AI to amplify experience. Artificial intelligence works best when paired with real-world knowledge and customer understanding.
Start AI with repetitive work. Marketing ideas, product descriptions, FAQs, emails and routine tasks are practical starting points.
Firsthand experience is becoming more valuable. As AI makes information easier to create, real-world knowledge becomes a stronger differentiator.
Keep learning. The tools used to run a business in 2001 are very different from those used in 2026.
Stay in the game. Consistency, patience and resilience remain powerful competitive advantages.
Turning Real-World Business Experience Into Practical AI Guidance
LaPointe's experience building Traverse Bay Farms also led to his work with OnlineAssistant.ai, where he focuses on helping small business owners, retailers and entrepreneurs use artificial intelligence in practical, immediately useful ways.
Rather than approaching AI only from a technology perspective, LaPointe looks at it through the lens of someone who has spent decades selling products, serving customers, managing marketing, developing products and adapting to changing retail conditions.
"When I look at AI, I'm looking at it as a business owner," LaPointe said. "Small businesses don't need technology for the sake of technology. They need tools that help them save time, communicate better, market more effectively and solve everyday problems."
His focus includes practical uses of AI for customer communication, local promotions, product descriptions, content creation, email marketing, brainstorming and operational efficiency.
Experience Still Matters in the Age of AI
For LaPointe, artificial intelligence is simply the newest major shift in a long series of changes affecting small business.
The internet changed discovery. Ecommerce changed purchasing. Amazon changed expectations. Social media changed communication. Smartphones changed when and where people shop.
Now AI is changing how information is created, discovered and used.
Yet LaPointe believes firsthand experience remains one of the strongest advantages a business owner can possess.
"A retailer who has spent 25 years talking with customers knows things that aren't found in a spreadsheet," LaPointe said. "AI can help organize and expand that knowledge, but the experience still matters."
A 25-Year Perspective on Entrepreneurship
Traverse Bay Farms will celebrate its 25th anniversary on September 11, 2026.
For LaPointe, the milestone is a reminder that successful businesses are rarely built around one platform, one marketing tactic or one breakthrough moment.
"Twenty-five years gives you perspective," he said. "A business is built through thousands of small decisions made over time. Take care of your customers, watch your numbers, keep learning and be willing to adapt."
