Mitch’s Stays True To Roots

by Erin Edwards on March 24, 2010

Mitch’s has been a fixture in the San Diego surfing community since 1967. Mitch’s North, the second shop is located on Pacific Coast Highway in north Solana Beach, between Fletcher’s Cove and Swami’s surf break. They provide anything and everything surf to the surfing community, from the most famous surfboard shapes to a new board for today’s beginners. Mitch’s also carries blanks and board making materials, and design custom surfboards.

With a surfboard stock that includes shapes by Takayama, Gato Heroi, Campbell Brothers, Tudor (as in Joel Tudor) Rainbow, Bing, Christensen,Mandala and many more, plus a wide selection of blanks that attracts the best shapers around, “For surfers” absolutely defines Mitch’s surf shop. Walking into the shop feels like being a kid and entering a house of a real surfer. There are boards and blanks everywhere.

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10 Minute Board Shop

by admin on March 9, 2010

10 Minute Boardshop is  new service that we ( one of the authors of this site ) have developed for retailers to get their board shops online more quickly.  10 Minute Boardshop allows retailers to quickly create basic sites for their stores by collaborating with their manufacturers.

Using this service, retailers create microsites for each of their brands. The microsite shows the products that the retailer sells for that one brand, and the site is search-engine-optimized for local searches. For example, the Creatures at Mitch’s Surf Shop shows all of the Creatures of Leisure products that Mitch’s surf shop sells.  You can see an index of all of our websites at

Using a site like this, the  surf shop owner can get search traffic without a lot of work, because most of the  content from the site is provided by the manufacturers, so retailers don’t have to locate product photographs are type in product information. Because the site includes products, unlike like business directory listings, consumers who are doing local searches for brands will find the sites.

10 Minute Boardshop is currently in private beta, and will launch publicly later in 2010.


Hansen’s Surf Shop Thrives on Cash and Experienced Buying

September 17, 2009

When Don Hansen originally started his surf board business on Oahu’s legendary North Shore in 1961, he probably didn’t expect that 45 years later it would be one of the largest surf and snow retailers in San Diego. But, in 1962, Don moved the small shack across the Pacific and landed in Cardiff-by-the-Sea, across the [...]

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Surfing Advertisement Fail

September 11, 2009

This advertisement, placed in the San Diego Convention Center,  is for  the Seaport Village shopping center in San Diego. While the advertisement probably works well for the general tourists, it is conspicuously ironic when the convention happens to be ASR, the main west coast trade show for the Surfing industry.

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Positioning: The Battle For Your Mind

July 28, 2009

Like virtually everything written by Trout and Ries, Positioning: The Battle for Your Mind is a foundational text; it expands on concepts the authors published in 1972 after a decade of work.
As legendary adman David Oglivy wrote in his 1971 New York Times article, outlining 38 things he had learned about creating advertising:

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The Dangers of Asset-Based Loans

June 11, 2009

Asset-based loans can help retailers smooth out business fluctuations, but they also create dangerous disincentives to good business practices.

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Ditching The Store: From Brick and Mortar to Online

June 8, 2009

Economic uncertainties and advancing technologies have retailers wondering:  should they replace their stores with e-commerce sites? According to IBISWorld, an industry research firm, e-commerce and online auctions will see a 16.9% revenue growth by the end of 2009. However, a variety of factors are causing this growth. Could it be because retailers are leaving their [...]

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eCommerce Gallery

May 29, 2009

With a similar idea to  ecommr, which we profiled last month, the eCommerce Gallery presents well-design e-commerce websites. We haven’t  purchased  anything from the featured sites, but the site assures us that the criteria for inclusion involve   attractive design, search engine optimization and good consumer experience. If you are designing e-commerce websites, this is [...]

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Preparing for the Coming Recovery

April 27, 2009

Now is the time when successful retailers set themselves up for future success.
The economic recovery is coming. Really. You heard it here first.
The only question is when it’s coming. So far this year, business certainly suggests that it’s still not here, but I can assure you it is on the way.

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What’s He Building In There?

April 20, 2009

Retailing Together has been slacking on the posts lately, but for a really good reason. Rather than just talking about how retailers and manufacturers can work together online, we’re doing something about it, building software that will make it much easier for manufacturers to collaborate with retailers on Internet Marketing.
The core problem we are [...]

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