Earl “Sticks” Brown, Owner / CEO
Sticks Brown Group / Radiant Ride

EDUCATION: BA Communications, University of the Pacific

AGE: 57

FAMILY: Married to Ruth, with two adult children

Tell us about Radiant Ride.
Radiant Ride is a vehicle appearance maintenance program for new car buyers. What makes our program unique is our all-inclusive coverage. We cover the costs for most cosmetic repairs as well as surface protection damage. Today’s consumers keep their cars longer, so maintaining a vehicle’s appearance is more important than it was in the past.

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Earlier this year, you were a finalist in the San Joaquin Entrepreneur Challenge, an American Idol style competition. How did that experience help you, Earl?
In addition to networking with fellow entrepreneurs in the Challenge, I received valuable advice and ideas from successful business owners who also served on the judging panel. Their critique of my business plan has enabled me to visualize company growth and implement strategies that will scale my company regionally, and throughout California. Through my participation, I was also able to develop a supportive relationship with the Small Business Development Center and staff.

What sparked your interest in the automotive aftercare market, Earl?
To start, I simply love keeping my own car looking great. I also have experience in the field. Right out of college, I worked for a car care products manufacturer. I learned the business from the ground up, starting with distributor training. That eventually led to sales and marketing management. Drivers, especially here in California, want their vehicles to look sharp. Between products and accessories, its a $22 billion a year industry nationally.

Can you give us an example of how your program works, Earl?
Let’s say someone dings your door in a parking lot while you’re shopping. It’s a bummer. You can go home and try to fix it yourself, which is a hassle and doesn’t usually look good. You can pay someone to fix it, but that’s expensive. In these tough times, fixing a ding is definitely in the unnecessary expense category, so many people just live with their dings. But if you have a Radiant Ride warranty, the next time you have your car serviced, you can get that ding repaired at no extra expense or time involved.

How long ago did you launch Radiant Ride, Earl?
We began working on our business model for Radiant Ride three years ago. As part of the process, we consulted with many dealerships, mobile techs, and consumers. Our feedback and research enabled us to determine which features customers most desire in a vehicle appearance package. We launched in May 2013.

How has the dealer response been, Earl?
Dealer response has been excellent. Currently, we are in nine dealerships in the Modesto-Stockton area and one in the Sacramento area. Our focus now is on Fresno. We have a deal with Clawson Motors and are in discussions with several other Fresno area dealerships.

Why did you choose to expand south first, rather than north, Earl?
The Fresno automotive market is the largest in the Central Valley. The area is also well populated with excellent cosmetic repair specialists who can handle dealer and customer demand for our services. With this in mind, Fresno was the logical choice for initial expansion. We plan to establish Radiant Ride in dealerships from Fresno to Sacramento this year.

Do you use traditional or “new” marketing techniques, Earl?
I would say traditional at this point. We invested in nice marketing/sales materials for presentation purposes and showroom displays. We also created a professionally designed website, and we’re working to co-brand on dealership websites. I anticipate we will explore newer marketing techniques such as social media, as well. For now, most of our regional growth is through dealer referrals.  

What did you do before launching Radiant Ride, Earl?
I built a good career in the automotive aftermarket prior to Radiant Ride. However, when the auto industry entered the recession, my business was severely impacted. To make ends meet, I worked as the Manager of Business Development for Goodwill Industries of San Joaquin Valley, Inc.

Where do you see your company ten years from now, Earl?
I hope to get Radiant Ride in hundreds of auto dealerships around the country and become recognized nationally as the industry leader in vehicle appearance services.

What are your volunteer activities within the community, Earl?
As with most new enterprises, my time is limited for community involvement. For now, I do enjoy participating in Rotary Read In and Pink October Awareness events.

What do you like to do in your spare time, Earl?
I hit the gym three days a week for workouts and play golf when time permits. Spending time with family on day trips and BBQs in the backyard are the best.  

What was your first job growing up and what did you learn from it?
At 14, I worked as a busboy at the Rough & Ready Naval Base Post of Stockton. I was paid $1.83 per hour and had to catch public transportation to get to work. What I learned most was punctuality — making sure I caught the bus on time to get to work on time. I also learned about being highly efficient on the job by organizing how all the kitchen items were cleaned.