F E AT U R E
Nevertheless, Norm was able to finally
discover his passion, the Vaping
Business. It all began when he was
strolling the storefronts of Newport
Beach and allowed his destiny to float
him through the doors of the Vape Shop
he first walked though. When I asked
Norm what the biggest challenge was
for his business, VapeMentors, his
answer was exactly what all of us vaping
advocates continually preach and that is,
of course, getting people to understand
the importance of education.
Norm travels to Vape Expos and
Conventions quite regularly all over the
country and what he notices is that there
are a number of educational programs
set up for the business owners to learn
more about. These programs are there
to teach them and empower them, yet at
these events, unfortunately, most of the
time people seem to turn a shoulder to
the educational programs and focus on
partying or having too much fun. Norm
is absolutely correct in the sense that he
says there are beneficial tools for these
businesses to learn more about directly
in front of them and they seem to be
far t oo focused on the sensationalized
aspects of the vape world: women
dressed in provocative outfits, vaping
contests, etc.
After learning of the biggest obstacles
for VapeMentors, I then asked Norm
what is his business’s primary goals thus
far? Norm replied swiftly, “I want to help,
I want to mentor businesses. I support
all businesses in the industry, I will be
here for all of them if they’re willing to
accept business mentoring.” However,
throughout our discussion, we often went
back and forth several times at separate
moments on how the FDA regulations
will affect small business within the
Vaping Industry.
What Norm predicts is that most of these
smaller businesses will not survive and
while that may be discouraging, it also
reveals much about the industry we
have avoided to address until now. The
industry is sadly being run by amateurs
when it comes to understanding the
business and how to operate responsibly
behind the scenes. Then Norm dropped
the very worst visualization of reality
in the future throughout our entire
discourse. This is when he says “We
will see the closure of about 70-90% of
all vape shops and the demise of most
eliquid brands.”
All in all, I was certainly discouraged,
especially since I have built so many
FDA restrictions
are seriously
going to be such
a damaging reality
sometime soon...
genuine friendships with the working
staffs at specific Vape Shops around
the Denver area and it seems obvious,
at this juncture, all of them seem to be
holding their breath for the time being;
just waiting, likely praying that their shop
won’t be in the first round of cuts. Clearly,
these regulations will not be the best
thing for shops and eliquids, yet also the
lifestyles of countless ordinary vapers
will be greatly affected.
On the other hand, as depressing as
it was to learn these FDA restrictions
are seriously going to be a such a
damaging reality sometime soon, there
is still a silver lining whenever one
has a dialogue with Norm Bour. For
example, at VapeMentors, Norm is
developing programs to help prepare
vape shops deal with these unfortunate
new restrictions coming to a state near
you; well, essentially the state in which
you reside as well. Regardless, Norm
has developed a program called “Your
E-Liquid” for vape shops who have their
own juice-line in addition to a brick n’
mortar shop. Basically, Norm will work
with you to develop your own house juice
in 8 weeks with virtually no money outof-pocket. Norm will put your business
together with a high-quality contract
manufacturer, allow your own business
to decide on the flavors you’d like to
include. Then, VapeMentors works with
you to develop flavor profiles, branding,
packaging, logo creation, and
overall messaging.
Sound too good to be true? Well, the
things that Norm does for the business
factor of the vaping industry are so
amazing and innovative that it will be
difficult to understand. Especially since
so many people in the industry are all
about generating high profits rather
than quality results and significant
relationships. At one point towards the
end of our interview, Norm said to me
“I’m not a technician, I’m a business
strategist.” When I asked why there are
not more businesses like VapeMentors
that will provide consulting for the
growth of small businesses in the vaping
business, Norm explained that when
people enter the vaping industry in a
business capacity, it is always either
opening a shop or establishing a juiceline. Obviously, in my own opinion, I
think this is absolutely true and that this
is exactly why the vaping industry is far
too saturated. When a bubble reaches
its growth limit, what happens to that
bubble? It always bursts.
Naturally, this causes me to reflect on the
vaping industry sociologically and
VAPOUROUND MAGAZINE USA 79