By Jenny Callison
Enquirer contributor

FLORENCE - Just as budding writers are advised to write about what they know, the Plapp family decided its new business should focus on the familiar.

Duane Plapp, 57, and his sons, Sam, 33, and Matt, 28, wanted to start a side venture that would allow them to work together. Avid outdoorsmen, they took a chance that their enthusiasm could sell others on boats, recreational vehicles and all-terrain vehicles.

"Sam and I grew up with ATVs, boats and campers," said Matt Platt. "It was a natural fit for us. We wanted to be equal partners but didn't want to sink a bunch of money into something we were not 100 percent sure of."

So in 1999 the three, while employed full time at other jobs, took out a $5,000 loan. They purchased a used pop-up camper, took a 1972 camper and a 1997 motor home on consignment and parked their inventory on a 60-foot by 25-foot strip of land in Erlanger.

The items sold quickly, and gradually the Plapps' selection grew. Four months later, Duane Plapp decided to move the office out of a camper and into a yard shed. He went to purchase one and ended up adding the product line to his offerings.

Soon after, he left his full-time job to manage the booming sideline. A year after that, the new company had racked up $2 million in sales. His sons followed him into full-time roles with the company, and soon after, the owners of Ellesmere Marine approached them about a buyout.

"It was a couple, and they wanted to retire," said Matt. "We took over in April of 2002 and changed the name to Plapp's Pro Outdoors."

Ellesmere's sales in 2001 had totaled $800,000, he says. "In 2003, ours were $5 million."

This summer, the Plapps moved their operation to a 7-acre site in Florence with a 24,000-square-foot showroom designed to enhance the company's extensive inventory. Matt Plapp says Plapp's Pro Outdoors is on track to log $10 million in sales this year, selling an estimated 400 boats, 100 RVs and 100 ATVs.

Success explained

Matt Plapp attributes the store's success to several factors.

"One reason is that we are the only full-service boat dealership in Northern Kentucky that specializes in fishing and pontoon boats. We're also the only motor home dealer in Northern Kentucky.

"I have yet to figure out why more businesses like ours haven't opened up here. People come in and tell us, 'We've been waiting for this for 20 years.' "

"One of their strong points is the inventory of boats they have," explained customer Mike McPherson of Highland Heights. "They generally have 30 to 50 boats people can look at.

"Usually a marine dealer would have two or three boats, and you generally have to order one and wait - sometimes months - to receive it. At Plapp's, you can walk out the door with it that afternoon. The same thing applies to campers."

Plapp's Pro Outdoors has advanced its sales by actively promoting bass fishing, said McPherson.

"They support somewhere on the order of 30 bass fishing organizations in Greater Cincinnati and Northern Kentucky," he said. "That's unusual. I think that's one reason why they are selling so many boats."

McPherson added that Plapp's fishing tackle department is one of the largest in Northern Kentucky.

Fishing with the boys

The Plapps engage with their customers outside work hours, too.

"I fish with Duane once in a while. It's just fun being with the boys," said customer Bill Branch of Erlanger.

Branch, who has bought two boats from Plapp's, and whose son and son-in-law are also customers, likes the company's prices and service.

"If something goes wrong, they give you a boat to borrow," he said.

The three owners' complementary strengths have blended well: Duane is a veteran entrepreneur and an experienced manager; Sam has a mechanical bent and oversees service and repairs; Matt's forte is marketing and PR.

The new facility in Florence was the answer to the Plapps' growing dilemma.

"Seven months after buying Ellesmere Marine, we sat down with a consultant," Matt Plapp said. "We knew we desperately needed a new building because we were selling 10 to 15 boats a week and were losing business because we couldn't do it correctly."

The result was a facility that can show off the boats to advantage and "give customers goosebumps," Matt said. The company has increased its staff to ensure that customers get the attention and service they want.

Those moves have paid off: Traffic is up significantly and customers feel welcome. Said Matt: "I see the majority of folks who have bought boats from us just come in to say hi and talk fishing."

The call of the wild

Plapp's inventory includes:

• New and used Triton, Skeeter, G3, Bullet and Crestliner boats

• Arctic Cat and Max all-terrain vehicles

• Airstream and Trail Manor campers

Location: 5945 Centennial Circle, Florence

Information: (859) 647-1234 or www.plapps.com

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E-mail jcallison@zoomtown.com