12-year-old finds business niche with skateboard shop

Wednesday, May 14, 1997 | 11:59 a.m.

COLUSA, Calif. -- One of the newest entrepreneurs in this Northern California town just opened a skateboard store.

And if anybody should know anything about skateboards, it's Brad Selover. That's because he's only 12 years old.

His downtown store, SK8TRS-R-US, sells skateboards, parts, refreshments and skating clothes.

"I just love skateboarding," Brad said of his choice for a business.

Brad is renting the store from Ken Danielson, who also owns an auto parts store next door.

"He came in here with a plan. He told me who he thought his clients would be and had everything projected out," Danielson said. "So I said let's go."

Brad's friend was his first customer, ordering a skateboard even before the store officially opened. His first in-store customer bought a soda.

When Brad approached his parents with his idea, his father gave him some business management books to read, including a 300-page book about how to start a small business.

"I kind of dismissed it as a typical lemonade stand passing kid interest," said Richard Selover, who owns an auto body shop about a block from their son's store.

The elder Selover said he was impressed with his son's initiative.

"After a week and a half he came back with an 18-page business plan. It had everything. It had cost analysis, everything. It was a better plan than I could have done," Selover said. "And according to his prospectus, it would work."

Despite his parent's help, it's Brad's business. The upfront money, between $2,000 and $3,000, came from his college fund, which he hopes to pay back in six or seven months.

After he secured the location, Brad searched the Internet and skating magazines for wholesalers. He found one in North Carolina, but the first call was not much of a success.

"They didn't believe me," he said. "They thought I was just a kid who was trying to get (merchandise) really cheap and would sell it to other skateboard stores."

Undaunted, Selover had his father call the company. He provided information about his son's business and retail licenses and assured the company his son was serious.

Brad has refurbished his new shop, laying carpet in the showroom with help from his family and friends. His aunt is an insurance broker and is providing the protection policy. His grandparents are helping him with the bookkeeping.

The store is open two hours each afternoon after school. It will be open a little longer on the weekends and when the summer comes.

Brad said he is committed to the business, but does not see it lasting forever.

"Maybe three to four years unless it takes off," he said. "If it takes off, maybe I'll franchise it."