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“Trying is the first step to failure, but you can’t be afraid to fail,” if you want to be successful.

~ Cass Cooper

CEO toured Midwest Aftermarket in Litchfield where Cass Cooper has built an E-commerce business from local buyers into a national brand.

Cass explained his approach to his business. “I started out of my bedroom to pay for college.” When the business grew quickly Cass opted for the business instead of finishing college and developed a niche in E-commerce. “We specialize in truck products because most are made in America and fall under MAP (Minimum Advertised Pricing) guidelines,” so the ROI is a better profit margin.

When asked what the team members might do to be similarly successful, Cass replied, “more traffic, more traffic, more traffic.” That is, create more traffic on your website and social media; what has been Midwest’s effort to promote user-friendly install videos on YouTube. His team explained that one 3 minute video could take a few hours to shoot. “But that’s how you get your name out.”

Cass’ team discussed the working environment and creating a positive culture while also cross training so that everyone on staff stays fresh and engaged. “One day you’re in data and the next your in customer service,” Cass mused about his team’s growing roles.

Cass concluded with a few simple priorities: it is all about building brand awareness, online traffic, and a dynamic website, “I’d like to grow our technology,” for example, “so we can grow our value with our customers. Say a customer could see the return rate on a product then they would know if it’s something they want to buy.” That is, was it worth the risk or did it offer more confidence when buying.

That kind of dreaming is what has made Midwest Aftermarket a rising company in Montgomery County. And that they rolled out the red carpet to welcome CEO!


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