When Aaron Arvanitakis moved to Traverse City from California’s Sonoma wine country, he knew how magical it could be for visitors to tour wine country at their own pace. He worked for two local tour companies for several years, and found that the rigid constraints of their established tour routes and timelines did not allow him the flexibility as a guide to give the best possible experience to his tour groups. 

Aaron knew that he could build a different kind of tour company, where guides would be empowered to make their own decisions customized to their tour group’s desires. When the pandemic hit and tours slowed down or were shuttered altogether, he decided to make his move and establish Wonderland Tours and Transportation. There was just one catch: he wasn’t sure how to start a business. 

With a vision in mind, Aaron started with an online search for help, which quickly led him to the Michigan SBDC and Business Consultant Sam Augusta. Sam became a vital partner in Aaron’s entrepreneurial journey, because although Aaron had the drive and a reliable vehicle, he lacked the foundational knowledge to turn his passion into a sustainable business. “Sam has been instrumental in getting us to where we are today,” Aaron shared. “He helped me with all the ground-up stuff to actually make it into a business.”

With Sam’s guidance, Aaron created a formal business plan, navigated government regulations and licensing and established the proper business entity. Sam also helped Aaron conduct market research, analyzing competitors and defining a clear strategy to attract customers. This early work laid a solid foundation, allowing Aaron to focus on building his reputation for excellent customer service.

Aaron’s initial vehicle was a five-seater, but he quickly realized he needed to expand. The Traverse City wine region had become a popular destination, and tour group sizes often exceeded his vehicle’s capacity. He soon secured a Suburban that could seat seven guests, a move he calls a “game changer.” 

The growth didn’t stop there. Aaron recently purchased a second vehicle, another Suburban, to keep up with the demand for both wine tours and airport transportation. “We were noticing that we were getting a lot of airport transportation,” Aaron said. “And we decided we were not going to miss out on that.”

Aaron’s business has grown from a solo operation to a team that includes four part-time employees and an office manager. This expansion has been a great source of pride, and Aaron’s leadership style is evident in his desire to share the credit. “Everybody thinks it’s just me,” he said, “but you know, it’s not me. I have great people.”

Aaron’s experience has taught him a lot about the challenges of scaling a business. “Plan for growth from the start. I learned the hard way that a system built for one person doesn’t always work for a team. Design it with the idea that you will have someone that will need to know what to do when you’re not around,” he advises. 

He now measures success not just by the glowing five-star reviews, but by the fact that the business is operating year-round and no longer requires him to supplement his income. Thanks to his hard work and the ongoing support of the Michigan SBDC and Sam, Aaron’s Wonderland Tours and Transportation continues to thrive.